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Digiday Video Marketing Summit | Mediacom
This document discusses building the right connected TV plan by focusing on the goal and not letting challenges get in the way. It summarizes three tests designed to address common challenges: 1) how to be more efficient with video by using a single partner to augment a TV plan and reach light TV viewers, measuring an increase in reach; 2) what data to use and at what cost by using CRM, behavioral, and contextual data and measuring conversions; 3) how to make every impression accountable by using different audience types and measuring variability. The conclusion is that consistency in focusing on the goal is important given the constant changes in marketing, and video remains a valuable way to incite action.
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Digiday Video Marketing Summit | Mediacom
- 1. Building The RightPlan For Connected TV’s 11│28│2018
- 4. Creating the conditionsfor success
- 5. 01 The State ofVideo
- 6. 2018 REPORT 1. DecliningTV ratings 2. Increasing use of data 3. FAANGS Challenge 4. Landscape altering mega-mergers 5. Growing use of OTT
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- 15. Challenge: Increasing costand decreasing reach of TV. Question: How can we be more efficient with video? Challenge: Too much data, not enough knowledge. Question: What data should we use, and at what cost? Challenge: Lack of accountability in media. Question: How do we make every impression count? The challenges we were looking to solve 1 2 3
- 16. How can webe more efficient with video? TEST DESIGN // How Can We Be More Efficient With Video? Single trusted partner Augment TV plan to reach light TV viewers Measure incremental reach 1
- 17. 80%+ delivered tolight TV households 3.9% increase in reach Results 1 2
- 18. TEST DESIGN // Whatdata should we use and at what cost? & How do we make every impression accountable? Single trusted partner CRM data, Behavioral audiences, Contextual environments Pixel site to measure conversion 2 & 3
- 19. CRM audiences hadhigh conversion, but were limited in scale Behavioral tactics drove 4X higher conversion rate than Contextual Contextual environments had the greatest variability Results 1 2 3
- 20. 03 Focus On TheGoal
- 21. What gets inthe way? Everything Disarm that and focus on the goal Focus on the goal and don’t let anything get in your way!
- 22. Consistency is theantidote to change. And if there is one constant in marketing, it’s the value of video – of sight, sound and motion – to incite action. Focus on the goal and don’t let anything get in your way! Consistency is the antidote to change
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Editor's Notes
- #2 How do you build a connected TV plan that helps clients achieve their ultimate goal? Whether it’s a “TV+” strategy aimed at reaching light TV viewers and lowering CPMs, or developing a targeted audience strategy to better engage with on-demand video viewers, this session will break down how to build a framework that works for you and your clients.
- #4 Companies I’ve worked at – balanced across creative, media, client side. Laddering up in to MediaCom and inside the GroupM team. We place over 1/3 of all media dollars globally. What does that mean? There are big teams of people, with a beautiful view of the landscape, writing up valuable content for our clients all the time.
- #5 This is an environment of great change. Just like the space shuttle, we plan for months - launch and then have to constantly adjust. We need a collaborative, trusting, high-achieving environment to make this possible. We create the conditions for success. In AM and DM, we set the tone. We make the rules. Here are mine.
- #6 Let’s start with the market conditions overall. Video continues its sizmic shift.
- #7 It’s more of the same, but not much more of the same. No new signs of life in linear TV. However, inflating unit costs are the silver lining of audience scarcity. Clients organizing their data and utilizing to plan and buy media. FAANGS challenge currently isn’t who they are challenging, but rather that they are facing significant challenges. Good. AT&T, Verizon, Comcast – many say they will start buying agencies Yes, OTT continues to expand Watchmaker metaphor.
- #9 Reach is at scale, though very underinvested. Typical spend at a few %, reminiscent of mobile in its infancy.
- #10 Measurement is the key thing holding us back. Look for one system you can use – a single adserver.
- #11 Accessed on many devices – CTV truly is the intersection between TV and Digital.
- #12 Image straight from the report
- #13 The value of complication is the ability to answer questions that were never possible before. To innovate and solve problems. Complication is worth it when the benefits outweigh the costs. Each one of us needs to do our own cost/benefit analysis when it comes to our brands. Start with the system – with the issues you need to solve for.
- #15 The most important thing you can do as a marketer, as a human being, is get better over time. Progress is wired in to our core. It’s the most self-rewarding, and professionally rewarding force there is. Set up a system, measure it, make it better, win. Make sure that it performs its primary function and add complication that will solve a problem: - We need to be more accurate in our measurement: Tell time in hundredths of seconds. But – not have the primary function disrupted / Create a separate drive train / still has 80 hours power reserve. Combat delay in human reaction time / Rocker button.
- #17 Consistent with IAB, Nielsen research released testing 10% shift from linear to CTV
- #19 Consistent with IAB, Nielsen research released testing 10% shift from linear to CTV
- #22 What gets in the way of testing and learning? Everything. It takes time to put the best test together. It takes perseverance to follow through with it, protect the budget and execute it correctly. It takes long term vision and consistency to build on a learning agenda over time. How to disarm that and focus on the goal? Agree to a plan ahead of time and put a fully accountable person in charge.
- #23 Consistency is the antidote to change. And if there is one constant in marketing, it’s the value of video – of sight, sound and motion – to incite action.
- #24 David Shulman story. There is so little in life that you can control. You can’t control what happens, but you can control how you react to it. As leaders it is our duty to remove people who aren’t positive.