SlideShare a Scribd company logo
Addressable TV - 2012 and beyond




                                   Amsterdam 2012
Hola!

        We are a leading social media marketing agency with
        offices in Amsterdam, London, Madrid and Milan

        We are helping brands to transform from traditional
        advertising, towards a model that is more content-
        driven, engaged and focused on consumer dialogue

        Because without great content there is no engagement.
        And without engagement there is no buzz, no viral,
        no social and no community

        We work with TomTom, Nike, Dell, Mazda and LG
        If you’d like help too, pls connect to socialmedia8.com
The Re-evolution of the medium TV


One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.




     TV will transform to more channels, more platforms (cable, ip, connected), more
     screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
     Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
R.I.P TV?


The internet introduced freedom of choice, not being bound by selective channels.
As massive audiences have moved towards digital, media budgets are shifting too.
Is this trend killing TV softly?
TV was never gone

In reality the TV empire is far from crumbling. In the US traditional television still has
the highest reach: 96% and TV advertising is still a whopping $70 billion business.




However one downside of TV advertising is the amount
of waste that is needed to reach the target audience.
Source: Experian Simmons
It’s all about efficiency




What if you could efficiently target your audiences with TV ads?
The Solution: Addressable TV


  Addressable TV Advertising is delivering TV commercials to specific audiences using
  household-level analytical profiling and segmentation. In short, Addressable TV
  enables brands to deliver specific messages tailored to their target audiences.


                        Addressable TV Advertising is tailored to your audience




      100 MAIN ST.                200 MAIN ST.                 300 MAIN ST.       400 MAIN ST.

   Existing Customer            Existing Customer               Prospect           Prospect
        Family A                     Family B                   Family A           Family B
         $50K+                        $150K+                     $50K+             $150K+




                                                    Marketer



Source: Visible World
Addressable TV Ads: How does it work?


Recent advances in the technology to collect and assess set-top-box data, offer useful
data currency to increase TV's efficiency and accountability as a marketing medium.




Addressable TV offers a more accurate alternative to Nielsen data, and helps CMOs
to go beyond demographics with consumer interests, clickstream and buying behavior.
Addressable TV: The Benefits


 Why should CMOs embrace Addressable TV?

     Offers a more accurate alternative to Nielsen data for buying slots in linear TV
     Gains 56% higher efficiency in delivering TV ads to relevant target groups
      (opposed to the whole population), decreasing waste significantly
     Helps to go beyond demographics, offering: geographic data, consumer
      interests, product affinity, clickstream and buying behavior analyses.
     Enables interactions with audience as viewers can request for information (RFI)
     Viewers have the ability to opt-in for specific ads gaining superior engagement
      that can increase direct leads and sales
     Finally gives TV efficiency, measurement, metrics, actionable insights,
      accountability and ROI it deserves
     Addressable TV can now close the loop as social media: See, Like, Buy



Source: ViralBlog.com
Addressable TV - Future Outlook

In the US alone, there will be 66 million subscribers enabled for
addressability, representing 60% of the Pay-TV marketplace by 2015.




                          By 2015 TV the US will still be on top with 39.2% of the
Source: eMarketer
                          total media spendings, followed by digital with 25.6%
Interactive Experience




What if you could make your Addressed TV Ads engaging, interactive experiences?
Interactive Broadcasting


With Interactive Broadcasting CMOs can engage and retain their audiences in a
whole new way. Viewers will be able to:

   Participate – i.e. vote for a reality TV contestant
   Request for information (RFI)
   Take polls and tests
   Buy via T-Commerce




The most interesting feature for CMOs might be T-Commerce.
With T-Commerce viewers can make purchases while watching a TV show
and even during your TV commercial.

You might say “I’ve heard that before”. But just think non linear with us for
one more moment. F-Commerce offers CMOs a new See, Like, Buy funnel,
and the global Social Commerce revenues will rise to $30 billion by 2015.
T-Commerce

                                   T-Commerce will enable CMOs to take advantage
                                   of viewers’ impulse buying needs through TV.




T-Commerce will connect brands to targets in real-time, and enables engagement during
TV commercials (or other branded entertainment experiences) in richly immersive ways.
T-Commerce – Future Outlook

            In 2010 the E-Commerce revenues in the US have grown to a $175 billion
            industry. This certainly shows the revenue opportunities for T-Commerce.




As over 90 million US households have Pay-TV , and are watching 8 hours TV on
average per day, T-Commerce could be that disruptive force to ROI driven CMOs.

Source: Forrester Research
Example: T-Commerce TV Ad




     While watching CNN, Samsung could target it’s new tablet like this
       This is an example created by SocialMedia8, just to visualize the possibilities of T-Commerce.
Recap


With Addressable TV & Interactive Broadcasting CMOs can

   Target specific audiences efficiently and decrease waste significantly
   Gain powerful metrics and feedback from target audiences
   Engage viewers by delivering branded entertainment experiences
   Go beyond a media outlet, and evolve TV into a direct sales channel
   Finally get their measurement, audit, metrics, actionable insights and ROI
   Now make their TV advertising as interactive and social as in the online world


Addressable TV Advertising is ultimately about: showing the right ad to the right
targets (less waste) across multiple devices and multiple ad formats - in order
to drive efficiencies in the ecosystem and to improve accountability and ROI.
R.I.P TV?


Definitely not. TV is still the global king in terms of media spend.
However, the Internet is the emperor in several markets already.




       The medium TV will change dramatically in the next 5 years. So CMOs should
       definitely integrate Addressable TV into their long term marketing strategies.
Adios!


         Some see countries with borders
         We see markets with opportunities

         Buzz, reach, engage, connect, distribute or amplify
         Connect to socialmedia8.com if you see opportunities




         Igor Beuker
         Founder – CSO           Chi Chung Man – Insights Analyst
         igor@socialmedia8.com   Rick Dauvillier – Social Analyst
         0031 20 575 74 55

More Related Content

What's hot

Case Study in Addressable TV
Case Study in Addressable TVCase Study in Addressable TV
Case Study in Addressable TV
MediaPost
 
WTF: Programmatic TV
WTF: Programmatic TVWTF: Programmatic TV
WTF: Programmatic TV
Filipp Paster
 
Evolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articlesEvolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articles
Andrew Ornatsky
 
Case Study: Breaking Through The Noise
Case Study: Breaking Through The NoiseCase Study: Breaking Through The Noise
Case Study: Breaking Through The Noise
MediaPost
 
Data and Personalization at Scale with Video
Data and Personalization at Scale with VideoData and Personalization at Scale with Video
Data and Personalization at Scale with Video
MediaPost
 
Video nuze.emarketer final
Video nuze.emarketer finalVideo nuze.emarketer final
Video nuze.emarketer final
Will Richmond
 
Addressable advertising on TV: An advertiser's perspective
Addressable advertising on TV: An advertiser's perspectiveAddressable advertising on TV: An advertiser's perspective
Addressable advertising on TV: An advertiser's perspective
Adam Rattner
 
TVVIS VIP Survey
TVVIS VIP SurveyTVVIS VIP Survey
TVVIS VIP Survey
MediaPost
 
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
Digiday
 
Can the Past Predict the Future of CTV?
Can the Past Predict the Future of CTV?Can the Past Predict the Future of CTV?
Can the Past Predict the Future of CTV?
MediaPost
 
Delivery & Streaming, the Ultimate Experience with Roku
Delivery & Streaming, the Ultimate Experience with RokuDelivery & Streaming, the Ultimate Experience with Roku
Delivery & Streaming, the Ultimate Experience with Roku
MediaPost
 
Linear TV Advertising Is Now As Accountable As Digital, Dave Morgan
Linear TV Advertising Is Now As Accountable As Digital, Dave MorganLinear TV Advertising Is Now As Accountable As Digital, Dave Morgan
Linear TV Advertising Is Now As Accountable As Digital, Dave Morgan
Simulmedia, Inc.
 
Why Brand Marketers Are Moving TV Dollars To Digital
Why Brand Marketers Are Moving TV Dollars To DigitalWhy Brand Marketers Are Moving TV Dollars To Digital
Why Brand Marketers Are Moving TV Dollars To Digital
SocialCode
 
Reach The Streaming Audience with Video Advertising on Roku
Reach The Streaming Audience with Video Advertising on RokuReach The Streaming Audience with Video Advertising on Roku
Reach The Streaming Audience with Video Advertising on Roku
Tinuiti
 
How to optimise TV advertising with real-time web analytics
How to optimise TV advertising with real-time web analyticsHow to optimise TV advertising with real-time web analytics
How to optimise TV advertising with real-time web analytics
GoSquared
 
Programmatic 2.0 - Optimization for Next Generation of Digital Advertising
Programmatic 2.0 - Optimization for Next Generation of Digital AdvertisingProgrammatic 2.0 - Optimization for Next Generation of Digital Advertising
Programmatic 2.0 - Optimization for Next Generation of Digital Advertising
MediaPost
 
HP’s In-Housing Evolution
HP’s In-Housing EvolutionHP’s In-Housing Evolution
HP’s In-Housing Evolution
MediaPost
 
Facebook Watch: Building Connections Through Video
Facebook Watch: Building Connections Through VideoFacebook Watch: Building Connections Through Video
Facebook Watch: Building Connections Through Video
MediaPost
 
Interactive Inspiration
Interactive InspirationInteractive Inspiration
Interactive Inspiration
Anouk Cohen
 
Vea July07
Vea July07Vea July07
Vea July07
Anouk Cohen
 

What's hot (20)

Case Study in Addressable TV
Case Study in Addressable TVCase Study in Addressable TV
Case Study in Addressable TV
 
WTF: Programmatic TV
WTF: Programmatic TVWTF: Programmatic TV
WTF: Programmatic TV
 
Evolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articlesEvolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articles
 
Case Study: Breaking Through The Noise
Case Study: Breaking Through The NoiseCase Study: Breaking Through The Noise
Case Study: Breaking Through The Noise
 
Data and Personalization at Scale with Video
Data and Personalization at Scale with VideoData and Personalization at Scale with Video
Data and Personalization at Scale with Video
 
Video nuze.emarketer final
Video nuze.emarketer finalVideo nuze.emarketer final
Video nuze.emarketer final
 
Addressable advertising on TV: An advertiser's perspective
Addressable advertising on TV: An advertiser's perspectiveAddressable advertising on TV: An advertiser's perspective
Addressable advertising on TV: An advertiser's perspective
 
TVVIS VIP Survey
TVVIS VIP SurveyTVVIS VIP Survey
TVVIS VIP Survey
 
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
 
Can the Past Predict the Future of CTV?
Can the Past Predict the Future of CTV?Can the Past Predict the Future of CTV?
Can the Past Predict the Future of CTV?
 
Delivery & Streaming, the Ultimate Experience with Roku
Delivery & Streaming, the Ultimate Experience with RokuDelivery & Streaming, the Ultimate Experience with Roku
Delivery & Streaming, the Ultimate Experience with Roku
 
Linear TV Advertising Is Now As Accountable As Digital, Dave Morgan
Linear TV Advertising Is Now As Accountable As Digital, Dave MorganLinear TV Advertising Is Now As Accountable As Digital, Dave Morgan
Linear TV Advertising Is Now As Accountable As Digital, Dave Morgan
 
Why Brand Marketers Are Moving TV Dollars To Digital
Why Brand Marketers Are Moving TV Dollars To DigitalWhy Brand Marketers Are Moving TV Dollars To Digital
Why Brand Marketers Are Moving TV Dollars To Digital
 
Reach The Streaming Audience with Video Advertising on Roku
Reach The Streaming Audience with Video Advertising on RokuReach The Streaming Audience with Video Advertising on Roku
Reach The Streaming Audience with Video Advertising on Roku
 
How to optimise TV advertising with real-time web analytics
How to optimise TV advertising with real-time web analyticsHow to optimise TV advertising with real-time web analytics
How to optimise TV advertising with real-time web analytics
 
Programmatic 2.0 - Optimization for Next Generation of Digital Advertising
Programmatic 2.0 - Optimization for Next Generation of Digital AdvertisingProgrammatic 2.0 - Optimization for Next Generation of Digital Advertising
Programmatic 2.0 - Optimization for Next Generation of Digital Advertising
 
HP’s In-Housing Evolution
HP’s In-Housing EvolutionHP’s In-Housing Evolution
HP’s In-Housing Evolution
 
Facebook Watch: Building Connections Through Video
Facebook Watch: Building Connections Through VideoFacebook Watch: Building Connections Through Video
Facebook Watch: Building Connections Through Video
 
Interactive Inspiration
Interactive InspirationInteractive Inspiration
Interactive Inspiration
 
Vea July07
Vea July07Vea July07
Vea July07
 

Viewers also liked

The Dynamic of Addressable TV Ads
The Dynamic of Addressable TV AdsThe Dynamic of Addressable TV Ads
The Dynamic of Addressable TV Ads
The Advertising Research Foundation
 
TV’s Paradigm Shift
TV’s Paradigm ShiftTV’s Paradigm Shift
TV’s Paradigm Shift
MediaPost
 
Icareus Solutions Addressable TV Short Introduction
Icareus Solutions Addressable TV Short IntroductionIcareus Solutions Addressable TV Short Introduction
Icareus Solutions Addressable TV Short Introduction
Jessica Glad
 
Del Media Plan al Audience Plan
Del Media Plan al Audience PlanDel Media Plan al Audience Plan
Del Media Plan al Audience Plan
Headway
 
Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014
Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014
Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014
Ashish Chordia
 
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable AdvertisingTargeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
Sigma Systems
 
Advanced TV Landscape July 2015
Advanced TV Landscape July 2015Advanced TV Landscape July 2015
Advanced TV Landscape July 2015Gabe Greenberg
 
Living Room Environment Targeted Ads Technology Solutions
Living Room Environment Targeted Ads Technology SolutionsLiving Room Environment Targeted Ads Technology Solutions
Living Room Environment Targeted Ads Technology Solutions
Amos Kohn
 
LavaCon 2015 Submission
LavaCon 2015 Submission LavaCon 2015 Submission
LavaCon 2015 Submission
Megan Gilhooly
 
Kbrookbanks addressability v1
Kbrookbanks addressability v1Kbrookbanks addressability v1
Kbrookbanks addressability v1
American Association of Advertising Agencies
 
Demystifying Programmatic TV - 4C Webinar - Sept 2016
Demystifying Programmatic TV - 4C Webinar - Sept 2016Demystifying Programmatic TV - 4C Webinar - Sept 2016
Demystifying Programmatic TV - 4C Webinar - Sept 2016
4Cinsights
 
Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014
Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014 Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014
Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014
eCommerce Institute
 
Case study: ellos tambien pueden (Puntomatic)
Case study: ellos tambien pueden (Puntomatic)Case study: ellos tambien pueden (Puntomatic)
Case study: ellos tambien pueden (Puntomatic)
Alberto Cornejo Navarro
 
Future Of Interactive TV
Future Of Interactive TVFuture Of Interactive TV
Future Of Interactive TV
Prophets Agency
 
Le trading media
Le trading mediaLe trading media
Le trading media
Genaro Bardy
 
Future of TV_Mindshare
Future of TV_MindshareFuture of TV_Mindshare
Future of TV_Mindshare
Mindshare
 
Icareus Ltd company presentation 20170301
Icareus Ltd company presentation 20170301Icareus Ltd company presentation 20170301
Icareus Ltd company presentation 20170301
Jessica Glad
 
De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...
De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...
De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...
Stratégies Formations
 

Viewers also liked (18)

The Dynamic of Addressable TV Ads
The Dynamic of Addressable TV AdsThe Dynamic of Addressable TV Ads
The Dynamic of Addressable TV Ads
 
TV’s Paradigm Shift
TV’s Paradigm ShiftTV’s Paradigm Shift
TV’s Paradigm Shift
 
Icareus Solutions Addressable TV Short Introduction
Icareus Solutions Addressable TV Short IntroductionIcareus Solutions Addressable TV Short Introduction
Icareus Solutions Addressable TV Short Introduction
 
Del Media Plan al Audience Plan
Del Media Plan al Audience PlanDel Media Plan al Audience Plan
Del Media Plan al Audience Plan
 
Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014
Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014
Lisa Weinstein, SMG - Evolution of TV & Video Marketplace - Alphonso Summit 2014
 
Targeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable AdvertisingTargeted TV -The Future of Addressable Advertising
Targeted TV -The Future of Addressable Advertising
 
Advanced TV Landscape July 2015
Advanced TV Landscape July 2015Advanced TV Landscape July 2015
Advanced TV Landscape July 2015
 
Living Room Environment Targeted Ads Technology Solutions
Living Room Environment Targeted Ads Technology SolutionsLiving Room Environment Targeted Ads Technology Solutions
Living Room Environment Targeted Ads Technology Solutions
 
LavaCon 2015 Submission
LavaCon 2015 Submission LavaCon 2015 Submission
LavaCon 2015 Submission
 
Kbrookbanks addressability v1
Kbrookbanks addressability v1Kbrookbanks addressability v1
Kbrookbanks addressability v1
 
Demystifying Programmatic TV - 4C Webinar - Sept 2016
Demystifying Programmatic TV - 4C Webinar - Sept 2016Demystifying Programmatic TV - 4C Webinar - Sept 2016
Demystifying Programmatic TV - 4C Webinar - Sept 2016
 
Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014
Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014 Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014
Presentación Alejandro Aguilera - eCommerce Day Bogotá 2014
 
Case study: ellos tambien pueden (Puntomatic)
Case study: ellos tambien pueden (Puntomatic)Case study: ellos tambien pueden (Puntomatic)
Case study: ellos tambien pueden (Puntomatic)
 
Future Of Interactive TV
Future Of Interactive TVFuture Of Interactive TV
Future Of Interactive TV
 
Le trading media
Le trading mediaLe trading media
Le trading media
 
Future of TV_Mindshare
Future of TV_MindshareFuture of TV_Mindshare
Future of TV_Mindshare
 
Icareus Ltd company presentation 20170301
Icareus Ltd company presentation 20170301Icareus Ltd company presentation 20170301
Icareus Ltd company presentation 20170301
 
De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...
De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...
De l’achat d’espace à l’achat d’audience - Christophe Dané - Tendances Commun...
 

Similar to Addressable TV: The Re-evolution of the medium TV

A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
Jessica Lane
 
Connected TV advertising
Connected TV advertisingConnected TV advertising
Connected TV advertising
Ravi Kumar
 
CTV advertising campaign
CTV advertising campaign CTV advertising campaign
CTV advertising campaign
Ravi Kumar
 
CTV advertising campaign
CTV advertising campaignCTV advertising campaign
CTV advertising campaign
Ravi Kumar
 
CTV ad campaign
CTV ad campaignCTV ad campaign
CTV ad campaign
Ravi Kumar
 
2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
Febelmar
 
Chapter 4
Chapter  4Chapter  4
Chapter 4
kamran
 
Can Media Firms Become Digital Video Mavens?
Can Media Firms Become Digital Video Mavens?Can Media Firms Become Digital Video Mavens?
Can Media Firms Become Digital Video Mavens?
Strategy&, a member of the PwC network
 
5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked
Tinuiti
 
Youtube marketing options
Youtube marketing optionsYoutube marketing options
Youtube marketing options
CameronMackintosh99
 
Broadcast marketing trend report
Broadcast marketing trend reportBroadcast marketing trend report
Broadcast marketing trend report
Jeff Fantuzzi
 
160707 Marketing Tech_TV's Dynamic Evolution Continues
160707 Marketing Tech_TV's Dynamic Evolution Continues160707 Marketing Tech_TV's Dynamic Evolution Continues
160707 Marketing Tech_TV's Dynamic Evolution Continues
Hawthorne
 
Dental Marketing Mediums: Television
Dental Marketing Mediums: TelevisionDental Marketing Mediums: Television
Dental Marketing Mediums: Television
New Patients, Inc.
 
Viamedia Advertising Solutions
Viamedia Advertising SolutionsViamedia Advertising Solutions
Viamedia Advertising Solutions
Marc Elmore
 
7 Ways Brands Will Transform TV and Media Strategies in 2017
7 Ways Brands Will Transform TV and Media Strategies in 20177 Ways Brands Will Transform TV and Media Strategies in 2017
7 Ways Brands Will Transform TV and Media Strategies in 2017
iQ Media
 
RP no.5 Transforming marketing
RP no.5   Transforming marketingRP no.5   Transforming marketing
RP no.5 Transforming marketing
MEC Russia
 
Connected TV advertising
Connected TV advertisingConnected TV advertising
Connected TV advertising
Ravi Kumar
 
ReviewPreview No 5 interactive
ReviewPreview No 5 interactiveReviewPreview No 5 interactive
ReviewPreview No 5 interactive
Katrine Lykke Graugaard
 
New Face of TV Advertising and other articles
New Face of TV Advertising and other articlesNew Face of TV Advertising and other articles
New Face of TV Advertising and other articles
XPotential
 
Today's Media Planning and Buying Landscape
Today's Media Planning and Buying LandscapeToday's Media Planning and Buying Landscape
Today's Media Planning and Buying Landscape
RenoTahoeAMA
 

Similar to Addressable TV: The Re-evolution of the medium TV (20)

A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
A New Realm of Television: Netflix, YouTube, Amazon, Oh My!
 
Connected TV advertising
Connected TV advertisingConnected TV advertising
Connected TV advertising
 
CTV advertising campaign
CTV advertising campaign CTV advertising campaign
CTV advertising campaign
 
CTV advertising campaign
CTV advertising campaignCTV advertising campaign
CTV advertising campaign
 
CTV ad campaign
CTV ad campaignCTV ad campaign
CTV ad campaign
 
2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
 
Chapter 4
Chapter  4Chapter  4
Chapter 4
 
Can Media Firms Become Digital Video Mavens?
Can Media Firms Become Digital Video Mavens?Can Media Firms Become Digital Video Mavens?
Can Media Firms Become Digital Video Mavens?
 
5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked
 
Youtube marketing options
Youtube marketing optionsYoutube marketing options
Youtube marketing options
 
Broadcast marketing trend report
Broadcast marketing trend reportBroadcast marketing trend report
Broadcast marketing trend report
 
160707 Marketing Tech_TV's Dynamic Evolution Continues
160707 Marketing Tech_TV's Dynamic Evolution Continues160707 Marketing Tech_TV's Dynamic Evolution Continues
160707 Marketing Tech_TV's Dynamic Evolution Continues
 
Dental Marketing Mediums: Television
Dental Marketing Mediums: TelevisionDental Marketing Mediums: Television
Dental Marketing Mediums: Television
 
Viamedia Advertising Solutions
Viamedia Advertising SolutionsViamedia Advertising Solutions
Viamedia Advertising Solutions
 
7 Ways Brands Will Transform TV and Media Strategies in 2017
7 Ways Brands Will Transform TV and Media Strategies in 20177 Ways Brands Will Transform TV and Media Strategies in 2017
7 Ways Brands Will Transform TV and Media Strategies in 2017
 
RP no.5 Transforming marketing
RP no.5   Transforming marketingRP no.5   Transforming marketing
RP no.5 Transforming marketing
 
Connected TV advertising
Connected TV advertisingConnected TV advertising
Connected TV advertising
 
ReviewPreview No 5 interactive
ReviewPreview No 5 interactiveReviewPreview No 5 interactive
ReviewPreview No 5 interactive
 
New Face of TV Advertising and other articles
New Face of TV Advertising and other articlesNew Face of TV Advertising and other articles
New Face of TV Advertising and other articles
 
Today's Media Planning and Buying Landscape
Today's Media Planning and Buying LandscapeToday's Media Planning and Buying Landscape
Today's Media Planning and Buying Landscape
 

More from SocialMedia8

The Global Platform for Social Video Distribution
The Global Platform for Social Video Distribution The Global Platform for Social Video Distribution
The Global Platform for Social Video Distribution
SocialMedia8
 
Tourism Tuscany Case Study – Social Media Marketing Program
Tourism Tuscany Case Study – Social Media Marketing Program Tourism Tuscany Case Study – Social Media Marketing Program
Tourism Tuscany Case Study – Social Media Marketing Program
SocialMedia8
 
Social Media Marketing Case Study - Heineken International
Social Media Marketing Case Study - Heineken International Social Media Marketing Case Study - Heineken International
Social Media Marketing Case Study - Heineken International
SocialMedia8
 
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
SocialMedia8
 
Welke Nederlandse politieke partij regeert het social media landschap?
Welke Nederlandse politieke partij regeert het social media landschap?Welke Nederlandse politieke partij regeert het social media landschap?
Welke Nederlandse politieke partij regeert het social media landschap?
SocialMedia8
 
Case Study: The Barack Obama Strategy
Case Study: The Barack Obama StrategyCase Study: The Barack Obama Strategy
Case Study: The Barack Obama Strategy
SocialMedia8
 

More from SocialMedia8 (6)

The Global Platform for Social Video Distribution
The Global Platform for Social Video Distribution The Global Platform for Social Video Distribution
The Global Platform for Social Video Distribution
 
Tourism Tuscany Case Study – Social Media Marketing Program
Tourism Tuscany Case Study – Social Media Marketing Program Tourism Tuscany Case Study – Social Media Marketing Program
Tourism Tuscany Case Study – Social Media Marketing Program
 
Social Media Marketing Case Study - Heineken International
Social Media Marketing Case Study - Heineken International Social Media Marketing Case Study - Heineken International
Social Media Marketing Case Study - Heineken International
 
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
 
Welke Nederlandse politieke partij regeert het social media landschap?
Welke Nederlandse politieke partij regeert het social media landschap?Welke Nederlandse politieke partij regeert het social media landschap?
Welke Nederlandse politieke partij regeert het social media landschap?
 
Case Study: The Barack Obama Strategy
Case Study: The Barack Obama StrategyCase Study: The Barack Obama Strategy
Case Study: The Barack Obama Strategy
 

Recently uploaded

From Swing Music to Big Band Fame_ 5 Iconic Artists.pptx
From Swing Music to Big Band Fame_ 5 Iconic Artists.pptxFrom Swing Music to Big Band Fame_ 5 Iconic Artists.pptx
From Swing Music to Big Band Fame_ 5 Iconic Artists.pptx
Swing Street Radio
 
Meet Dinah Mattingly – Larry Bird’s Partner in Life and Love
Meet Dinah Mattingly – Larry Bird’s Partner in Life and LoveMeet Dinah Mattingly – Larry Bird’s Partner in Life and Love
Meet Dinah Mattingly – Larry Bird’s Partner in Life and Love
get joys
 
DIGIDEVTV A New area of OTT Distribution
DIGIDEVTV  A New area of OTT DistributionDIGIDEVTV  A New area of OTT Distribution
DIGIDEVTV A New area of OTT Distribution
joeqsm
 
Authenticity in Motion Pictures: How Steve Greisen Retains Real Stories
Authenticity in Motion Pictures: How Steve Greisen Retains Real StoriesAuthenticity in Motion Pictures: How Steve Greisen Retains Real Stories
Authenticity in Motion Pictures: How Steve Greisen Retains Real Stories
Steve Greisen
 
Snoopy boards the big bow wow musical __
Snoopy boards the big bow wow musical __Snoopy boards the big bow wow musical __
Snoopy boards the big bow wow musical __
catcabrera
 
I Know Dino Trivia: Part 3. Test your dino knowledge
I Know Dino Trivia: Part 3. Test your dino knowledgeI Know Dino Trivia: Part 3. Test your dino knowledge
I Know Dino Trivia: Part 3. Test your dino knowledge
Sabrina Ricci
 
定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样
定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样
定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样
0md20cgg
 
Young Tom Selleck: A Journey Through His Early Years and Rise to Stardom
Young Tom Selleck: A Journey Through His Early Years and Rise to StardomYoung Tom Selleck: A Journey Through His Early Years and Rise to Stardom
Young Tom Selleck: A Journey Through His Early Years and Rise to Stardom
greendigital
 
原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样
原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样
原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样
mul1kv5w
 
This Is The First All Category Quiz That I Made
This Is The First All Category Quiz That I MadeThis Is The First All Category Quiz That I Made
This Is The First All Category Quiz That I Made
Aarush Ghate
 
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdf
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdfMatt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdf
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdf
Azura Everhart
 
Barbie Movie Review - The Astras.pdfffff
Barbie Movie Review - The Astras.pdfffffBarbie Movie Review - The Astras.pdfffff
Barbie Movie Review - The Astras.pdfffff
theastras43
 
哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样
哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样
哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样
9u08k0x
 
Emcee Profile_ Subbu from Bangalore .pdf
Emcee Profile_ Subbu from Bangalore .pdfEmcee Profile_ Subbu from Bangalore .pdf
Emcee Profile_ Subbu from Bangalore .pdf
subran
 
The Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docx
The Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docxThe Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docx
The Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docx
Xtreame HDTV
 
The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...
The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...
The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...
greendigital
 
Divertidamente SLIDE muito lindo e criativo, pptx
Divertidamente SLIDE muito lindo e criativo, pptxDivertidamente SLIDE muito lindo e criativo, pptx
Divertidamente SLIDE muito lindo e criativo, pptx
lunaemel03
 
Treasure Hunt Puzzles, Treasure Hunt Puzzles online
Treasure Hunt Puzzles, Treasure Hunt Puzzles onlineTreasure Hunt Puzzles, Treasure Hunt Puzzles online
Treasure Hunt Puzzles, Treasure Hunt Puzzles online
Hidden Treasure Hunts
 
Unveiling Paul Haggis Shaping Cinema Through Diversity. .pdf
Unveiling Paul Haggis Shaping Cinema Through Diversity. .pdfUnveiling Paul Haggis Shaping Cinema Through Diversity. .pdf
Unveiling Paul Haggis Shaping Cinema Through Diversity. .pdf
kenid14983
 
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
Mega P
 

Recently uploaded (20)

From Swing Music to Big Band Fame_ 5 Iconic Artists.pptx
From Swing Music to Big Band Fame_ 5 Iconic Artists.pptxFrom Swing Music to Big Band Fame_ 5 Iconic Artists.pptx
From Swing Music to Big Band Fame_ 5 Iconic Artists.pptx
 
Meet Dinah Mattingly – Larry Bird’s Partner in Life and Love
Meet Dinah Mattingly – Larry Bird’s Partner in Life and LoveMeet Dinah Mattingly – Larry Bird’s Partner in Life and Love
Meet Dinah Mattingly – Larry Bird’s Partner in Life and Love
 
DIGIDEVTV A New area of OTT Distribution
DIGIDEVTV  A New area of OTT DistributionDIGIDEVTV  A New area of OTT Distribution
DIGIDEVTV A New area of OTT Distribution
 
Authenticity in Motion Pictures: How Steve Greisen Retains Real Stories
Authenticity in Motion Pictures: How Steve Greisen Retains Real StoriesAuthenticity in Motion Pictures: How Steve Greisen Retains Real Stories
Authenticity in Motion Pictures: How Steve Greisen Retains Real Stories
 
Snoopy boards the big bow wow musical __
Snoopy boards the big bow wow musical __Snoopy boards the big bow wow musical __
Snoopy boards the big bow wow musical __
 
I Know Dino Trivia: Part 3. Test your dino knowledge
I Know Dino Trivia: Part 3. Test your dino knowledgeI Know Dino Trivia: Part 3. Test your dino knowledge
I Know Dino Trivia: Part 3. Test your dino knowledge
 
定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样
定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样
定制(uow毕业证书)卧龙岗大学毕业证文凭学位证书原版一模一样
 
Young Tom Selleck: A Journey Through His Early Years and Rise to Stardom
Young Tom Selleck: A Journey Through His Early Years and Rise to StardomYoung Tom Selleck: A Journey Through His Early Years and Rise to Stardom
Young Tom Selleck: A Journey Through His Early Years and Rise to Stardom
 
原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样
原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样
原版制作(Mercer毕业证书)摩斯大学毕业证在读证明一模一样
 
This Is The First All Category Quiz That I Made
This Is The First All Category Quiz That I MadeThis Is The First All Category Quiz That I Made
This Is The First All Category Quiz That I Made
 
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdf
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdfMatt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdf
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdf
 
Barbie Movie Review - The Astras.pdfffff
Barbie Movie Review - The Astras.pdfffffBarbie Movie Review - The Astras.pdfffff
Barbie Movie Review - The Astras.pdfffff
 
哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样
哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样
哪里买(osu毕业证书)美国俄勒冈州立大学毕业证双学位证书原版一模一样
 
Emcee Profile_ Subbu from Bangalore .pdf
Emcee Profile_ Subbu from Bangalore .pdfEmcee Profile_ Subbu from Bangalore .pdf
Emcee Profile_ Subbu from Bangalore .pdf
 
The Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docx
The Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docxThe Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docx
The Ultimate Guide to Setting Up Eternal IPTV on Your Devices.docx
 
The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...
The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...
The Evolution of the Leonardo DiCaprio Haircut: A Journey Through Style and C...
 
Divertidamente SLIDE muito lindo e criativo, pptx
Divertidamente SLIDE muito lindo e criativo, pptxDivertidamente SLIDE muito lindo e criativo, pptx
Divertidamente SLIDE muito lindo e criativo, pptx
 
Treasure Hunt Puzzles, Treasure Hunt Puzzles online
Treasure Hunt Puzzles, Treasure Hunt Puzzles onlineTreasure Hunt Puzzles, Treasure Hunt Puzzles online
Treasure Hunt Puzzles, Treasure Hunt Puzzles online
 
Unveiling Paul Haggis Shaping Cinema Through Diversity. .pdf
Unveiling Paul Haggis Shaping Cinema Through Diversity. .pdfUnveiling Paul Haggis Shaping Cinema Through Diversity. .pdf
Unveiling Paul Haggis Shaping Cinema Through Diversity. .pdf
 
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
 

Addressable TV: The Re-evolution of the medium TV

  • 1. Addressable TV - 2012 and beyond Amsterdam 2012
  • 2. Hola! We are a leading social media marketing agency with offices in Amsterdam, London, Madrid and Milan We are helping brands to transform from traditional advertising, towards a model that is more content- driven, engaged and focused on consumer dialogue Because without great content there is no engagement. And without engagement there is no buzz, no viral, no social and no community We work with TomTom, Nike, Dell, Mazda and LG If you’d like help too, pls connect to socialmedia8.com
  • 3. The Re-evolution of the medium TV One-way communication and Television ran the show for about 60 years. We now welcome CMOs to the re-evolution of the medium Television. TV will transform to more channels, more platforms (cable, ip, connected), more screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu, Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
  • 4. R.I.P TV? The internet introduced freedom of choice, not being bound by selective channels. As massive audiences have moved towards digital, media budgets are shifting too. Is this trend killing TV softly?
  • 5. TV was never gone In reality the TV empire is far from crumbling. In the US traditional television still has the highest reach: 96% and TV advertising is still a whopping $70 billion business. However one downside of TV advertising is the amount of waste that is needed to reach the target audience. Source: Experian Simmons
  • 6. It’s all about efficiency What if you could efficiently target your audiences with TV ads?
  • 7. The Solution: Addressable TV Addressable TV Advertising is delivering TV commercials to specific audiences using household-level analytical profiling and segmentation. In short, Addressable TV enables brands to deliver specific messages tailored to their target audiences. Addressable TV Advertising is tailored to your audience 100 MAIN ST. 200 MAIN ST. 300 MAIN ST. 400 MAIN ST. Existing Customer Existing Customer Prospect Prospect Family A Family B Family A Family B $50K+ $150K+ $50K+ $150K+ Marketer Source: Visible World
  • 8. Addressable TV Ads: How does it work? Recent advances in the technology to collect and assess set-top-box data, offer useful data currency to increase TV's efficiency and accountability as a marketing medium. Addressable TV offers a more accurate alternative to Nielsen data, and helps CMOs to go beyond demographics with consumer interests, clickstream and buying behavior.
  • 9. Addressable TV: The Benefits Why should CMOs embrace Addressable TV?  Offers a more accurate alternative to Nielsen data for buying slots in linear TV  Gains 56% higher efficiency in delivering TV ads to relevant target groups (opposed to the whole population), decreasing waste significantly  Helps to go beyond demographics, offering: geographic data, consumer interests, product affinity, clickstream and buying behavior analyses.  Enables interactions with audience as viewers can request for information (RFI)  Viewers have the ability to opt-in for specific ads gaining superior engagement that can increase direct leads and sales  Finally gives TV efficiency, measurement, metrics, actionable insights, accountability and ROI it deserves  Addressable TV can now close the loop as social media: See, Like, Buy Source: ViralBlog.com
  • 10. Addressable TV - Future Outlook In the US alone, there will be 66 million subscribers enabled for addressability, representing 60% of the Pay-TV marketplace by 2015. By 2015 TV the US will still be on top with 39.2% of the Source: eMarketer total media spendings, followed by digital with 25.6%
  • 11. Interactive Experience What if you could make your Addressed TV Ads engaging, interactive experiences?
  • 12. Interactive Broadcasting With Interactive Broadcasting CMOs can engage and retain their audiences in a whole new way. Viewers will be able to:  Participate – i.e. vote for a reality TV contestant  Request for information (RFI)  Take polls and tests  Buy via T-Commerce The most interesting feature for CMOs might be T-Commerce. With T-Commerce viewers can make purchases while watching a TV show and even during your TV commercial. You might say “I’ve heard that before”. But just think non linear with us for one more moment. F-Commerce offers CMOs a new See, Like, Buy funnel, and the global Social Commerce revenues will rise to $30 billion by 2015.
  • 13. T-Commerce T-Commerce will enable CMOs to take advantage of viewers’ impulse buying needs through TV. T-Commerce will connect brands to targets in real-time, and enables engagement during TV commercials (or other branded entertainment experiences) in richly immersive ways.
  • 14. T-Commerce – Future Outlook In 2010 the E-Commerce revenues in the US have grown to a $175 billion industry. This certainly shows the revenue opportunities for T-Commerce. As over 90 million US households have Pay-TV , and are watching 8 hours TV on average per day, T-Commerce could be that disruptive force to ROI driven CMOs. Source: Forrester Research
  • 15. Example: T-Commerce TV Ad While watching CNN, Samsung could target it’s new tablet like this This is an example created by SocialMedia8, just to visualize the possibilities of T-Commerce.
  • 16. Recap With Addressable TV & Interactive Broadcasting CMOs can  Target specific audiences efficiently and decrease waste significantly  Gain powerful metrics and feedback from target audiences  Engage viewers by delivering branded entertainment experiences  Go beyond a media outlet, and evolve TV into a direct sales channel  Finally get their measurement, audit, metrics, actionable insights and ROI  Now make their TV advertising as interactive and social as in the online world Addressable TV Advertising is ultimately about: showing the right ad to the right targets (less waste) across multiple devices and multiple ad formats - in order to drive efficiencies in the ecosystem and to improve accountability and ROI.
  • 17. R.I.P TV? Definitely not. TV is still the global king in terms of media spend. However, the Internet is the emperor in several markets already. The medium TV will change dramatically in the next 5 years. So CMOs should definitely integrate Addressable TV into their long term marketing strategies.
  • 18. Adios! Some see countries with borders We see markets with opportunities Buzz, reach, engage, connect, distribute or amplify Connect to socialmedia8.com if you see opportunities Igor Beuker Founder – CSO Chi Chung Man – Insights Analyst igor@socialmedia8.com Rick Dauvillier – Social Analyst 0031 20 575 74 55