Event-Driven Architecture Masterclass: Challenges in Stream Processing
Rethink 2013 bkitts_v3_outgoing
1.
2. Key Issue Forum
Ad Effectiveness and
Media Mix Modeling
Moderator:
Executive Vice President,
Online, Social and Mobile
Media Marketing, ARF
Peter Orban
3. HOW SET TOP BOX DATA AND DATA MINING TECHNIQUES ARE
REVOLUTIONIZING TV
Tectonic Shifts in TV Advertising
Brendan Kitts
Chief Scientist
PrecisionDemand
bkitts@precisiondemand.com
16. TV is dead
The Telegraph, 2007, "TV Is Dying Says Google Expert"
One of the founding fathers of the internet has predicted the end of traditional television....Vint Cerf,
who helped to build the internet... said...that viewers would soon be downloading most of their
favourite programmes onto their computers.
17. Video – Mobile
Source: Nielsen Three Screen Report 2009
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/09/ThreeScreenReport_US_2Q09REV.pdf
18. Video – Internet
Source: Nielsen Three Screen Report 2009
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/09/ThreeScreenReport_US_2Q09REV.pdf
19. Video – Time Shifted
Source: Nielsen Three Screen Report 2009
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/09/ThreeScreenReport_US_2Q09REV.pdf
20. Video – Traditional TV
Source: Nielsen Three Screen Report 2009
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/09/ThreeScreenReport_US_2Q09REV.pdf
21. Traditional TV still dominates every age group
Source: Nielsen Three Screen Report 2009
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/09/ThreeScreenReport_US_2Q09REV.pdf
26. The most successful consumer product
penetration you’ve never heard of! ...but it gets better...STB
evolution
Set Top Box – 91% of US Households
70
75
80
85
90
95
1996 2001 2006 2011
% HHs w Set Top Box
27. STBs with return path - 30% of US HHs
Source: platform status report IAB, Platform Status Report: Interactive Television Advertising, AN INTERACTIVE TELEVISION
ADVERTISING OVERVIEW, http://www.iab.net/media/file/ITV_Platform_Status_Report.pdf Source: SNL Kagan VOD & ITV Investor Report 1/2009
6%
16%
23%
30%
0%
5%
10%
15%
20%
25%
30%
35%
2009 2010 2011 2012
% HHs w True2Way
% w True2way
28. Revolution Now Taking Place
Viewers
1000 times more viewers
Targeting
Probability of Buyer
41. Targeting Lift
0%
20%
40%
60%
80%
100%
0% 20% 40% 60% 80% 100%
%ofBuyers
% of cases
50% lift in
top 20% of
media
Campaign C
0%
20%
40%
60%
80%
100%
0% 20% 40% 60% 80% 100%
%ofresponses
% of Impressions
0%
20%
40%
60%
80%
100%
0% 20% 40% 60% 80% 100%
%ofresponses
% of Impressions
50% lift
in top
20% of
media
40% lift
in top
20% of
media
Campaign A Campaign B
53. Outdoor Vehicle (manufacturer not shown)
0%
5%
10%
15%
20%
25% TNT
HIST
ESPN
DISC
FOXNC
SPK
NGC
MIL
SPD
TVL
SYFY
VS
ESPN2
CNBC
USA
AMC
HI
MSNBC
ENN
HLN
G4
ID
GSN
BBCA
FSC
TBSC
BET
AEN
CMDY
CNN
FX
VH1
NICK
HGTV
BRVO
TLC
ENT
NAN
MTV
FOOD
OWN
OXYG
LIF
MLBN
EquinoxMedia Plan ComparisonPD Buy Past
54. What Will Happen as TV ads Become more Relevant?
✦Higher advertising revenue per display
✦Higher spot prices
✦Higher consumer satisfaction
✦Fewer ads
55. HOW SET TOP BOX DATA AND DATA MINING TECHNIQUES ARE
REVOLUTIONIZING TV
TV Ad Targeting using Set Top
Boxes
Brendan Kitts
Chief Scientist
PrecisionDemand
bkitts@precisiondemand.com
