Downloaded 45 times
![[ EXPERIAN AUTO ]
In Market for a
Luxury Sedan
or Wagon
Audi A6/A7, Lexus
Gs, BMW 5-Series,
Mercedes E-Class,
Mercedes CLS,
Lexus ES, Infiniti
Q70, Acura RLX, or
Volvo S90
DATA
SETS
LEVERAGE
DATA TO
TARGET ONLY
IN-MARKET
CONSUMERS
Addressable TV
[Subscriber files]
Mobile
[Device ID]
Connected
[Device ID, IP
Address]
9.4 MM
Qualified
HHs/Device
Unified data approach matched against subscriber files,
device IDs or IP Addresses to identify qualified households](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-6-2048.jpg)
![IN-MARKET LUXARY SEDAN OR
WAGON AUDIENCE BY CHANNEL
[ ADDRESSABLE TV ] [ DEVICE ] [ CONNECTED/OTT ]
5.3MM 2.9MM 1.9MM](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-7-2048.jpg)
![670 INCREMENTAL CARS SOLD
31% INCREASE IN BUY RATE
11:1 RETURN ON AD SPEND
4,469 TOTAL CARS SOLD,
TO EXPOSED HOUSEHOLDSROAS BY CHANNEL
ADDRESSABLE TV [ 11:1 ]
CONNECTED TV [ 12:1 ]
DEVICE [ 8 :1 ]
*ROAS based on MSRP
$25MM ROAS*
*Based on MSRP](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-8-2048.jpg)
![[ONLINE FLOWER RETAILER]
Case Study](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-9-2048.jpg)
![DATA
SETS
LEVERAGE
DATA TO
ONLY
TARGET
FLOWER
PURCHASER
S
[ Addressable TV ]
Subscriber Files
[ Mobile ]
Device ID
[ High Indexing
Linear ]
Viewership Data
16 MM
Qualified
HHs/Device
Unified data approach matched against subscriber files, device
IDs or viewership data to identify qualified households
[ Credit Card
Data ]
Online flower
purchasers OR
households in
market to
purchase
flowers for
Mother’s Day](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-10-2048.jpg)
![[ ONLINE FLOWER
VENDOR] Audience By Channel
[ ADDRESSABLE TV
ONLY ]
[ CROSS SCREEN
ADDRESSABLE ]
[ DEVICE ONLY ]
8.1MM
[ HIGH INDEXING
LINEAR ]
527 K 182 K 7.8 MM](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-11-2048.jpg)
![$15.6 Million [ Incremental Sales ]
161% [ Increase in Sales Rate ]
141% [ Lift in Penetration ]
$25.4 Million [ Campaign Sales ]
ROAS BY CHANNEL
TV ONLY [ $7.39 : $1.00 ]
CROSS SCREEN [ $7.36 : $1.00 ]
DEVICE ONLY [ $6.25 : $1.00 ] $8.64 : $1.00 [ Total ROAS ]](https://image.slidesharecdn.com/mon0915michaelbologna-170320191623/75/Understanding-the-Advanced-Television-Ecosystem-12-2048.jpg)
Uploaded byMediaPost
Understanding the Advanced Television Ecosystem
The document discusses addressable video advertising solutions that enable brands to target specific households and demographics, utilizing extensive data sources for precise audience segmentation. It highlights the effectiveness of addressable ads across various media channels, showcasing success metrics such as increased sales and return on ad spend. Additionally, it provides examples of targeting in-market consumers for luxury vehicles and online flower purchases, illustrating the unified data approach across devices.
More Related Content
![[Survey] Instant noodle store share in Vietnam](https://cdn.slidesharecdn.com/ss_thumbnails/instantnoodlesurveyinvietnam062417-170624134544-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Understanding the Advanced Television Ecosystem
Understanding the Advanced Television Ecosystem
- 1. DATA . TECHNOLOGY.TELEVISION.
- 2. Data Drives today’stelevision market
- 3. Addressable Video solutionsto Reach Qualified Audiences HOUSEHOLD ADDRESSABLE Opportunity to go beyond demography to target messages only to households in a brand’s true target Addressable ads are dynamically inserted, whenever/wherever the households is watching TV, if they meet the targeting criteria 57MM HOUSEHOLDS ZONE-LEVEL ADDRESSABLE Ability to leverage first/third party sales data to broaden the target by isolating zip codes and cable zones that over-index for a brand Beyond the 210 DMAs, there are 3,788 zones that we have the ability to target individually 3,788 ZONES DEVICE-LEVEL ADDRESSABLE Extend reach of Addressable television via device (mobile/ tablet) level Addressable 300MM devices, mapped to 100MM HHs Ability to get true cross channel attribution 100 MM HHs 3
- 4. Robust Data ResourcesEnhance Targeting Precision Experian Auto Polk DMV Registration Data AUTO SHOPPER PROPENSIT Y SET TOP BOX PHARMA FIRST PARTY Shopcom Nielsen Catalina 84.51 o Experian or Acxiom (Demographics, Psychographics, Behavioral) Set Top Box Viewer Data MedicX, IMS, or Crossix Rx Diagnosis Data Propensity Models 1st Party Client Data Experian or Acxiom via double blind match HHs in-market for: Luxury SUVs Electric/Hybrid cars HHs purchasing: Dog Food, Cat Litter, Craft Beer, Soup, Decongestant Meds Small Business Owners Tech Enthusiasts Order Flowers Online Light/Lapsed/Heavy Viewers of: Specified Programs or Networks Allergy Sufferers Birth Control Users Chronic Migraine Sufferers Card Members Current/Prospective Members
- 5. DRIVE AUTO SALES CROSSDEVICE ADDRESSABLE WITH IN LONG FORM VIDEO
- 6. [ EXPERIAN AUTO] In Market for a Luxury Sedan or Wagon Audi A6/A7, Lexus Gs, BMW 5-Series, Mercedes E-Class, Mercedes CLS, Lexus ES, Infiniti Q70, Acura RLX, or Volvo S90 DATA SETS LEVERAGE DATA TO TARGET ONLY IN-MARKET CONSUMERS Addressable TV [Subscriber files] Mobile [Device ID] Connected [Device ID, IP Address] 9.4 MM Qualified HHs/Device Unified data approach matched against subscriber files, device IDs or IP Addresses to identify qualified households
- 7. IN-MARKET LUXARY SEDANOR WAGON AUDIENCE BY CHANNEL [ ADDRESSABLE TV ] [ DEVICE ] [ CONNECTED/OTT ] 5.3MM 2.9MM 1.9MM
- 8. 670 INCREMENTAL CARSSOLD 31% INCREASE IN BUY RATE 11:1 RETURN ON AD SPEND 4,469 TOTAL CARS SOLD, TO EXPOSED HOUSEHOLDSROAS BY CHANNEL ADDRESSABLE TV [ 11:1 ] CONNECTED TV [ 12:1 ] DEVICE [ 8 :1 ] *ROAS based on MSRP $25MM ROAS* *Based on MSRP
- 9.
- 10. DATA SETS LEVERAGE DATA TO ONLY TARGET FLOWER PURCHASER S [ AddressableTV ] Subscriber Files [ Mobile ] Device ID [ High Indexing Linear ] Viewership Data 16 MM Qualified HHs/Device Unified data approach matched against subscriber files, device IDs or viewership data to identify qualified households [ Credit Card Data ] Online flower purchasers OR households in market to purchase flowers for Mother’s Day
- 11. [ ONLINE FLOWER VENDOR]Audience By Channel [ ADDRESSABLE TV ONLY ] [ CROSS SCREEN ADDRESSABLE ] [ DEVICE ONLY ] 8.1MM [ HIGH INDEXING LINEAR ] 527 K 182 K 7.8 MM
- 12. $15.6 Million [Incremental Sales ] 161% [ Increase in Sales Rate ] 141% [ Lift in Penetration ] $25.4 Million [ Campaign Sales ] ROAS BY CHANNEL TV ONLY [ $7.39 : $1.00 ] CROSS SCREEN [ $7.36 : $1.00 ] DEVICE ONLY [ $6.25 : $1.00 ] $8.64 : $1.00 [ Total ROAS ]
- 13.
Editor's Notes
- #9 73% lift = Ad viewers saw significantly higher new to brand patients vs. non-exposed controls, sample size 2M
- #10 Rick: Sets the stage with market place overview… posed for growth, yes? Joanna: Elaborate on how the addressable market will grow. Rick: Flower quote from econismt. Joanna: With that, Joanna gives overview of Flower campaign and objectives.
- #11 Joanna: Covers how Modi overlays data to find qualified targets. Will ask Rick how Cadent identifies which households to target when using high indexing across Cadent’s footprint. Rick: Cadent determines audience segments by….
- #12 Joanna
- #13 Joanna: 73% lift = Ad viewers saw significantly higher new to brand patients vs. non-exposed controls, sample size 2M
- #14 Rick: Thank you… option to open up to group for immediate Q&A, or can ask 1 question before so. Sample questions from our call: How do you design the plan? How do you determine test vs. control? What data set do you use for measurement? How do you continue to grow the marketplace? Scale it? What verticals work best? Any criteria or guidelines? And does it work for anyone? Household addressable vs. personal addressable?