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KELLY SCOTT MADISON

Case Studies In Addressable TV

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Potentially combine slides two and three

How do we define addressable?Applying unique household or consumer behavior data to video buys to improve targeting precision, maximize impact against select prospects & gain valuable audience insightBranding

Filling coverage gaps

MeasurementUsing technology for insights

Political Creating buy efficiencies

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• Swim

• Gym

• The Village People

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Branding:

Develop an integrated, multi-year national campaign that . . .

FORCES PEOPLE TO RETHINK WHAT THEY KNOW ABOUT, AND HOW THEY ENGAGE WITH THE “Y”.

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Build SaliencePosition the brand for consumers

Establish Relevance

Connect the Y to the cultural conversation around change

Demonstrate Impact

Prove that the Y has a tangible impact on youth development

and local communities

Solicit Contributions Trigger donations from prime

prospects

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Contextual Relevance

Solidify the connection between Zoe, The Y and the political landscape to insert

The YMCA into culturally relevant moments

Social ActivationStealth coordination across owned,

earned and paid channels to push key brand messaging, capitalize on organic

potential and strengthen PR efforts through the power of paid

Data ExtensionsExtend value of on-air spot within key

political and cultural programming using a multi-screen strategy grounded in TV

viewership data

Amplify linear TV efforts with TV viewership data

Hardware-embedded technology connects TV

content to HH

Increase buy reach/frequency &

relevance

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56% Video view rate

31.6MMCeleb

generated impressions

137MMPSA

impressions

54,000,000Campaign of the Year

FinalistiMedia Agency Awards

TrendImpressions

Cross-screen exposure to the brand generated an 11 percent improvement in

awareness versus control groups

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Measurement • Large QSR • First foray into a national video strategy

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• Understand the impact of broadcast and digital video in driving website visitation and purchases

• Set out to answer the following key questions:• Was TV or digital more effective at driving digital conversions?• How did different creative executions contribute to effectiveness?• What is the best flighting schedule to maximize conversion?• Which Television networks and digital publishers worked best?

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• Four month test• Combination of linear and digital properties

• Linear: AMC, ESPN, Revolution, FOOD, TNT, truTV, MTV, and VH1

• Digital: Premium and TV Everywhere solution

• Executed a BCR study that leveraged TV sync technology to measure the conversion and purchase rate within seven days of being exposed to an ad through the national video campaign

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Main Takeaway: Digital channels were more effective at driving conversions to the website, while linear TV was able to generate the reach that was lacking from online efforts.

CAMPAIGN REACH 83.2% 22.0%

AVG FREQUENCY 5.1 7.0

Frequency and day of week mattersConsider attention span and live viewing habits for future network buys Evaluate both conversion and cost metrics when determining which platforms are driving optimal performance  

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State of Michigan advocacy campaign (right-leaning)

January 2016: Leading up to the state presidential primary

Focus on a single Republican voter issue that would typically resonate with strong Republican voters

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• Motivate ambassadors of the cause without alienating others

• Generate reach against a specific target audience

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• Statewide coverage through DISH Network and DirecTV utilizing subscriber household data

• Used one-layer deep targeting which reached approximately 75,000 households

• Flat CPM for all target research segments allows flexibility to include predictive attributes in creating target voter blocs

• Employed weekly frequency caps

Broader Michigan A35+ buy delivers 21 percent reach and

produces a high cost per issue voter. Addressable reaches only key target

audience.Local station buy CPM = $138

Addressable CPM = $86

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KELLY SCOTT MADISONTHANK YOU