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Copyright 2014 Oracle and/or its affiliates. All rights reserved. | 1 The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television Molly Parr Director, Product Management Oracle Marketing Cloud Slide 2 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Agenda 2 TV in a Digital World Cross-Channel TV Challenges Opportunities in Cross-Screen today Slide 3 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Niche Audience Targeting. Clear Measurement. High Impact. Mass Reach. 3 The Marketers Goal: synchronization with Digital & TV And overcoming the chasm that exists between the two media Slide 4 Copyright 2014 Oracle and/or its affiliates. All rights reserved. |4 Yearly digital media spend is on the rise, but still hasnt touched TV $42.8 $74.5 Billion In 2013 Internet Ad Revenue Billion In 2013 TV Ad Revenue (Broadcast & Cable combined) Slide 5 Copyright 2014 Oracle and/or its affiliates. All rights reserved. |5 Significantly different buying process leads to fragmented approach in utilizing data & targeting Sellers Market Consolidated to a few, powerful vendors Demo targeting, indexing against the population Reach buys, large populations TV PlannerDigital Media Buyer Buyers Market Thousands of vendors to test & compare Audience Targeting utilizing 1 st, 2 nd, 3 rd party data Significant access to marketer data Slide 6 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Device Fragmentation is pushing TV into addressable channels driven by Millennials 6 Source: Deloitte Digital Democracy, March 2014 Slide 7 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | And its growing Oracle Confidential Internal/Restricted/Highl y Restricted 7 Slide 8 Copyright 2014 Oracle and/or its affiliates. All rights reserved. |8 Source: Luma Partners, 2014 Slide 9 Copyright 2014 Oracle and/or its affiliates. All rights reserved. |9 Source: Luma Partners, 2014 Slide 10 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Why isnt TV just like online? OnlineTV MarketBuyerSeller AddressabilityCookieBroadcast / Household (Rolled up for DMA) Measurement mechanisms Cookie / Direct Indirect via: Legacy business constraints Congress-mandated Privacy restrictions Technological Limitations Purchased onCPM, CPAGRP Tracking & Measurement timing Real-timeDays to weeks Lead & Lag TimesReal-time Purchased months in advance, creative submission deadlines for on-air 10 Some details from: A Practical Definition of Programmatic TV, Melby, Mediapost, 8/29/14 Slide 11 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | To recap TV & Digital have traditionally played separate roles in gaining Reach & Audience Targeting, respectively. As Marketers, we want to access both for true cross- channel synchronization. To target the right customer, on the right medium, with the right message. 11 Slide 12 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | TV & Emerging Targeting access: todays landscape 12 Online Video (TV Extension) TV Measurement TV metrics for an online world TV Planning utilizing data to execute Broadcast buys Addressable Integration w/ MSO for planning & data Today ------------------------------------------------------------------------------------------------------- > Future Most often executed ---------- > Barriers to Entry Slide 13 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Concurrent media use and subsequent media use Cross-channel targeting is key to extend your TV message 13 Slide 14 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Example 1: Retargeting TV Viewers cross-channel on other devices 14 Family Plans Transforms Household into a targetable online user Slide 15 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | TV is no longer just on your TV: Nearly 10% of Millennial TV consumption is on gaming devices 15 "The gaming devices are becoming entertainment hubs. - Dounia Turrill, SVP Client insights, Nielsen (in Huffington Post) Slide 16 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Example 2: Infiniti Q50 on the TV Screen with Forza 5 16 Slide 17 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | The Holy Grail: Digital Marketing Data to Power TV Targeting Oracle Confidential - Restricted 17 1 st Party 2 nd Party 3 rd Party Slide 18 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Example 3a: Using Online behaviors to create Targeted TV Data Snapshot: In Market for Financial Services 18 Likely to watch The Trophy Wife Unlikely to watch 2 Broke Girls Slide 19 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Example 3b: Audience based tools to plan Targeted TV Smarter, targeted message; less waste. 19 Highest Lifetime Value Scores Visited site in last 30 days In Market for new Device Creates TV plan with the most targeted households Online users & behaviors indexed to households Slide 20 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Recap Real TV & TV-type offerings today Networks for TV Everywhere TV Digital Digital New TV Devices Digital TV 20 Slide 21 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Final thoughts Challenges in TV: fragmentation, different approach, different tracking. Millennials and converging devices are forcing marketers to get smarter. TV is becoming part of the Right user, right message, right time diatribe. 21 Slide 22 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Questions? 22 Slide 23 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Appendix Oracle Confidential Internal/Restricted/Highl y Restricted 23 Slide 24 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Sources IAB / PWC, Internet Advertising Report 2013 http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2013.pdf Deloitte, Digital Democracy http://recodetech.files.wordpress.com/2014/03/deloitte_digitaldemocracy_tv-1.pdf Luma Partners / Terence Kawaja, The Future of Digital TV http://www.slideshare.net/tkawaja/lumas-the-future-of-digital-tv?qid=89ac8796-b928-4b76- a910-e5c8e39ddc35&v=qf1&b=&from_search=1 Mediapost/Melby, A Practical Definition of Programmatic TV http://www.mediapost.com/publications/article/233218/a-practical-definition-of- programmatic-tv.html Accenture, The Eyes Have it http://www.accenture.com/us-en/outlook/Pages/outlook-journal- 2013-eyes-have-it-who-controls-future-of-television-media.aspx Nielsen Study TV viewing http://www.huffingtonpost.com/2012/09/11/nielsen-study-tv- viewing_n_1874370.html Oracle Confidential Internal/Restricted/Highl y Restricted 24 Slide 25 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Fragmentation Solved By Data Unchained True cross-channel data activation can occur when data is separated from execution Email & Direct Mail CRM & Site Search & Site Commerce Social Media Mobile Media Online Video Online Display TV & TV Devices Oracle Confidential - Restricted 25 Slide 26 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential Internal/Restricted/Highl y Restricted 26 Slide 27 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | TV is > 74.5 Billion dollars Get a piece of that pie and kill the waste! Oracle Confidential Internal/Restricted/Highl y Restricted 27 Slide 28 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential Internal/Restricted/Highl y Restricted 28 Slide 29 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential Internal/Restricted/Highl y Restricted 29 Slide 30 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Device Fragmentation is pushing TV into addressable channels driven by our Millennials Oracle Confidential Internal/Restricted/Highl y Restricted 30 Slide 31 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Other Links (unused) http://www.nielsen.com/us/en/insights/news/2011/american-video- habits-by-age-gender-and-ethnicity.html http://www.nielsen.com/us/en/insights/news/2011/american-video- habits-by-age-gender-and-ethnicity.html LUMA! http://www.slideshare.net/tkawaja/lumas-the-future-of-digital- tv?qid=89ac8796-b928-4b76-a910- e5c8e39ddc35&v=qf1&b=&from_search=1http://www.slideshare.net/tkawaja/lumas-the-future-of-digital- tv?qid=89ac8796-b928-4b76-a910- e5c8e39ddc35&v=qf1&b=&from_search=1 http://ipglab.com/2014/09/16/the-future-of-tv/ Oracle Confidential Internal/Restricted/Highl y Restricted 31 Slide 32 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Repository Oracle Confidential Internal/Restricted/Highl y Restricted 32 Slide 33 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Market Opportunity (supports online video) The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them. One quarter (25%) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33%) in mainland China and Singapore and 32% in Hong Kong, where 'phablets' are increasingly popular. While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers. - Matthew Froggatt, Chief Development Officer at TNSMatthew Froggatt, Chief Development Officer at TNS Oracle Confidential Internal/Restricted/Highl y Restricted 33 Slide 34 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Concurrent media use and subsequent media use Cross-channel targeting is key to extend your TV message Oracle Confidential Internal/Restricted/Highl y Restricted 34 Slide 35 Copyright 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential Internal/Restricted/Highl y Restricted 35