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Positioning Advanced TV

to Media Agenciesjamie.stenziano@clarionresearch.com

@jamiestenziano

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Advertiser Insights

Strategic Consulting

Audience Insights

About Clarion

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Advertiser Insights

Positioning Advanced TV to Media Agencies

Today’s Conversation

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• In-depth interviews• Senior agency

executives• Holding company &

agency level• Q2 2017

Input: Original Research

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• Perceived Headwinds• Strategies for Positioning

Advanced TV Platforms

Insights Themes

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Perceived Headwinds

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1. Existing internal data sets/sources

2. Existing segmentation methods

Existing Agency Data

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1. Agency Data

• Most data perceived as redundant

• However: category-specific data highly compelling

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2. Agency Methods“We’ve worked extremely

hard to create custom audience segments tailored

to our clients…”“…how would these solutions plug in?”

“We already have our internal segments – I’m not

sure how these data platforms are different.”“These things seem like glorified segmentation

tools.”

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1. Data Sharing2. Data matching3. Data ownership

Client Data Challenges

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1. Data Sharing Challenges

“I have a hard enough time getting the client to share their data with us, let alone a partner.”

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2. Data Matching Challenges

“Some clients aren’t as sophisticated from a data perspective - makes it tough to plug into external sources.”

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3. Data Ownership Challenges

“The clients want to be able to plug all of this targeting data into their DMPs – can we do that?”

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• Need for beneath-the-surface understanding

• Contributes to uneasiness

Depth of Knowledge

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More Questions Than Answers

“How does this scale?”

“How close to our segments can you get?”

“Where does the data

come from?”

“What does proprietary

really mean?”

“How can I tell sales

went up?”

“How are you aggregating the data?”

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1. Self-serving2. Unproven3. Closed-source

Transparency Concerns

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1. Self-Serving

“It’s about the premium. They’re trying to prove these segments are more valuable so they can raise prices.”

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2. Unproven

“It’s still the Wild

Wild West out there!”

“I need case studies

from other auto

clients.”

“Take it from

conceptual to

practical.”

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3. Closed-Sourced (1 of 2)

The Digital Precedent: Open Markets…

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…vs. Advanced TV Reality: Walled Forests

*Open AP = A Start

3. Closed-Sourced (2 of 2)

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Lack of Uniqueness

1. Value props blend together

2. Hard to retain unique aspects of platforms

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Major Keys to Differentiation

“The sales people are selling

really complex things – they’re

usually not 100% up on it

themselves.”

“Simplify the menu – you can’t be the best at all

of this.”

“Show me case studies similar to

MY clients.”

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• The risk of being an early adopter

Who wants to go first?

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Positioning Advanced TV Platforms

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As plans become more holistic, come to the table early as a

strategic partner, not a tactical resource

Enter Conversations Earlier

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• Overcome transparency concerns

• Create open environments

Lay Cards on the Table

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Get Beneath the Surface

• Educate• Go deep• Alleviate uneasiness

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Go Beyond Conceptual• Case

studies• Outcomes• ROI

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Empower Agencies

• Identify evangelists• Arm them to educate clients

Thank You

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jamie.stenziano@clarionresearch.com@jamiestenziano