Discover where the programmatic TV market is right now, where it's going and how The Specialist Works are doing it differently.

1. P-TV
THE AGENCY VIEW

2. 55
What Can I Do Right Now…?
No.
But we can…
Improve Linear TV targeting
within sky subscriber audience
Improve integration & targeting
of Broadcaster VoD
Deliver ads cross-screen
Deliver online ads based on TV
consumption
Optimise creative delivery based
on AV response

3. 55
What Can I Do Right Now?
P-TV RIGHT NOW =
Extended Reach
Increased Accuracy

4. 32% increase from TV alone 25% increase from online video alone
Source IPA, Binet & Field, “Market ing in t he digital age”
Does It Work?
…the increase in the average number of
"very large" business effects from adding
television and online video together54%

5. 55
e.g. TSW ONLINE VIDEO RULES
Achieve ad cut-through
within a viewingstream
Be acceptable to the viewer as
the cost of viewing premium content
Follow the same
rigorous planning methodology
Be fully optimisable
to the same metrics
Achieve scale and reach
EXPANSION, NOT
OVERHAUL
Your Media Agency shouldn’t be
suggesting anything that strays
too far from the TV mould…
…and they should be planning
something that’s fully integrated
with your TV campaigns
It Works! Where do we start?

6. Alright, just tell me how much I can spend on it!
Why don’t we assign
10% of your TV budget?
Did you just
make that number up?
Um… OK, 12%...?

7. Plan it robustly
LINEAR TV
P-TV
ENHANCED
ACTIVITY
Calculate
your TV-only
coverage &
frequency
with the FULL
budget
Calculate
your
coverage &
frequency
with different
levels of
expanded
activity
Once you’ve detailed this, you’ll find it easy
to weight campaign elements and quickly
produce plan options
e.g. Light-TV-viewer targeting builds 1+
coverage. Frequency can be added via
specific interest & demographic segments etc

8. Example PTV channels based on All Adult audience
Get the media mix right for your goals…
The Performance Perspective™ ensures Online Video aligns with your goals
Risk
Targeting
granularity
Cost per
lead/sale
Cost per 000
Content
engagement

9. The Performance Perspective™ informs macro planning
Typical macro allocation by channel grouping for different campaign types
10%
30%
60%
Efficient Stars
Volume Drivers
Awareness Builders
50%
40%
10%
30%
35% 35%
DIRECT RESPONSE BRAND RESPONSE BRAND

10. OK … how do I measure it?
Just Like TV….
…NOT like Programmatic Digital

11. 55
Track Performance, Optimise
-
20
40
60
80
100
120
140
160
180
£0
£50
£100
£150
£200
£250
£300
C5TV
ITV2
C4TV
DAVE
FILM4
COMCEN
SKYSPNHQ
GOLD
CBSREALITY
HOME
TUBEMOGUL
SKY1
SKYLIV
DISCOVER
FX
REALLY
FACEBOOK
5STAR
NJR2
ITVBE
TRUTV
NJR
WATCH
SYFY
MTVMUSIC
VINTAGE
POP
TINYPOP
TRUEMOV1
GOODFOOD
TRUEMOV2
KIX!
MTVHITS
STARPLUS
KISS
UNIVERS
KERRANG
LIFETIME
BOX
BOXHITS
MAGIC
CHILLED
CAPITAL
CHART
MTVCLASS
LeadQTY
CostPerLead
AV Channel Performance Report
Leads Cost/Lead
Just do so with comparison to other AV, not Pay-Per-Click channels

12. 55
I said OPTIMISE – like the digital guys do
P-TV gives you the ability to make in-campaign
reactive changes, based on response
Optimise Budget
Optimise Targeting
Optimise Publisher
Optimise Programming
Optimise Creative
Optimise EVERYTHING

13. So what was the Media Agency View?

14. So what was the Media Agency View?
TEST NEW INNOVATION
When it’s trackable
When it’s scalable
When it’s fully integrated
with existing media activity
EXPLOIT PROGRAMMATIC
CAPABILITIES
Data-led targeting
Build frequency with zero wastage
Build reach extremely cost effectively