Music & Entertainment...Goal: promote tour, increase ticket sales, strengthen event branding and...
Transcript of Music & Entertainment...Goal: promote tour, increase ticket sales, strengthen event branding and...
Music & Entertainment Media Planning & Buying Services
A team with 30 years of music & entertainment marketing experience combined with the latest media management services.
Who is TEC Direct Media?
• Research • Media Planning & Buying • Monitoring & Results Tracking
• Direct Response Media • Creative • Trafficking
Offices in New York, Chicago and Nashville
200+ music & entertainment campaigns annually. Experience in every genre – in every medium.
We are leaders in designing “release” campaigns using all media channels.
We offer exclusive programs and proprietary systems that provide our clients a strategic advantage and protects their media investments.
We create effective media campaigns that break through the clutter and deliver results at BELOW MARKET PRICE!
How Are We Different?
Our Music & Entertainment Clients
Music Campaigns
Country Throwdown
Vans Warped Tour ‘11,’12, ’13, ‘14
Linkin Park/Projekt Revolution
Evanescence/Finger 11
Every Time I Die
McDonald’s Inspiration Celebration Gospel Tour
No Fear Tour
Sevendust
The Black Dahlia Murder
Throwdown/Zao
Sounds of the Underground
Terror Tour
Ozzfest
Trans-Siberian Orchestra
Stimulate This! Tour
Tour Campaigns
Home Entertainment Campaigns
AND… We Help Introduce New Brands!
Stewardship of the media campaign is
our forte. We provide clients with
meaningful reports, analysis and
perspective.
For example: our post report provides a
critical comparison of your campaign
deliverables and goals. When we
exceed the goal, enjoy the added value.
We Hold Ourselves Accountable
We Measure Other Online Consumer Metrics
Spot TV, Spot Cable, Broadcast Network, Cable Network, Syndication, Satellite and Digital Networks
Extensive category experience in Home Entertainment and Music
Comprehensive database of pricing and performance
Substantial research capabilities
Alternative buying tactics to lower your cost of media
Our TV Buying Rocks & Saves You $$
“Direct Effect” is purchasing media at the cost of remnant but with the precision placement of general ad buys. Its the best of both worlds (DR and General). It provides savings of 30%-70% off general ad rates.
TV Buy Proposed by Other Agency Their Cost: $197,822 Media: BET, MTV, VH1, M2, MTVJams, MTVHits 197 (:15) units 44,243,000 HH IMPS // CPM $4.47 23,005,000 A18-34 IMPS // CPM $8.60 24,879,000 P12-24 IMPS // CPM $7.95 Our TV Buy using Direct Effect Our Cost: $143,930 Media: BET, MTV, VH1, M2, MTVJams, MTVHits 197 (:15) units 44,243,000 HH IMPS // CPM $3.25 23,005,000 A18-34 IMPS // CPM $6.26 24,879,000 P12-24 IMPS // CPM $5.79
Actual Comparison
Our plan saved the client 27% ($53,892) on the SAME EXACT plan.
Our TV Buying Tactic: Direct Effect
Billboards to Sponsorships
Live mentions by hosts
Kenny Chesney: Summer in 3D
Integration / product placement
Music incorporation in-program
Eric Church: Chief
TV Sponsorship & Integration
Warped Tour is a summer music tour targeted toward music fans ages 13-18 featuring over 40 bands at various venues across U.S.
Goal: promote tour, increase ticket sales, strengthen event branding and engage fans.
Results: Achieved: 50% opt-in Database now over 30,000
opt-ins 10% lift in sales
Engaging Consumers via TV & Mobile
It’s Not Just About TV Anymore
Americans may consume video on the “best screen available” yet consumers’ time with TV, Internet and Mobile video keeps on
increasing. (Nielsen Three Screen Report)
Our Exclusive Pre-Roll Video Solution
Target specific content (at URL level) that drives intended outcomes: Traffic to website, video views, clicks to a form page, conversion to purchases.
First of its kind technology allowing clients to do something never before possible with online video content
Pre-Roll Ad Unit (aka your TV spot) Companion Banner Ad
What makes TECVu different?
TECVu utilizes an algorithm that weighs a myriad of up-to-23 individual variables (based on client objectives) to proactively identify and target the content most likely to generate intended outcomes.
URL - Page Video author Video ID Video URL Views - Per day Views - Total YouTube Rating
Category Channel Credits Date - Days on Site Date - Published Description Dislikes ElementID
Keywords Last Updated Length Query Keywords Syndication Thumbnail URL Title URL - Mobile
Sample Pre-Bid Data
Better Pre-Buy Intelligence via Pre-Bid Data
Included in Report: • Most views • Most likes • Who posted content • How old is content
• Includes video and display to deliver good reach and frequency • Run :15/:30 pre-roll video based on content and demographic targeting • Includes re-targeting • Optimize the campaign on performance in real-time
Delivering 30% - 40% lift in key metrics when purchasing YouTube video inventory!
Theatrical: Conquest Competitor’s Content
Theatrical/Blu-ray/DVD Release: Same Technology, Different Ad Unit
Overlay Ad Unit
Companion Banner Unit
TECVu Reporting
Identify the right audience
Launch & optimize
Report on results
Demand-side platform with 100% proprietary technology
RTB across all tactics (display, video, social & mobile)
Attribution & reporting across all channels Ad serving, tracking & analytics (use our
server or yours) Access 3rd party data not offered on any
other DSP Our buyers have more control to shortcut
the performance of algorithms
Our Approach to Buying Digital Media Transparent – Accountable - Impactful
3 Ways to Buy Online Inventory
Demand Side Platform
UPSIDE
- Maximum reach, user targeting possible
- Transparent CPMs from $5+
DOWNSIDE
-Newer concept for clients
Ad Network
UPSIDE - More reach than a single
publisher
DOWNSIDE - CPMs from $8 - $15 with
big markups - No transparency about
publisher/placement
Publisher Direct
UPSIDE - Know the exact site
- Custom units
DOWNSIDE - No user targeting
- High $20 - $80 CPM’s
1 2 3
Improve Performance & Efficiency
Video
Search
Mobile
Display
Social
Data
Technology
Retargeting
RTB delivers Lowest
available CPM $
Attribution and reporting
across all channels
Access 3rd party data for
additional direction in
finding the right audience
On a single platform!
Single Platform = All Digital Tactics
Newsfeed & Standard Ads
Access to many ad networks and publishers .
Display Exchanges
Display Inventory – Several Sources
4 million publishers available
This reach is not available with any ad network
Inventory: Supply Sources & Sample Publishers
Video Supply Sources Sample Publishers
How We Work with 3rd Party Data Providers
TECX has server-to-server integrations with most major data providers. Advertisers use our Data Management Platform to House 1st party data Create look-a-like models Access and buy data elements from all major data providers …All in one place!
A Sampling of Our Data Partners
Granular Learnings – Focused Reporting
Standard, Preformatted Reporting Includes Performance by:
Frequency Ad Format Site Category Website Creative Day of Week Time of Day
Position on Page Ad Exchange Geography Browser Type Device Type Operating
System
Third Party Data
Element Path Food/Drug > Uses Hair Coloring Products
Hair Coloring > Men’s Hair Coloring
Hair Coloring > Women’s Hair Coloring
Intent > Shopping > CPG > Beverages > Energy Drinks
In-Market > Retail > CPG > Food And Bev > Bev > Energy and Sports Drinks
Product Potential > Food/Bev > Energy Drinks > Brand Drink > 5 Hour Energy In-Market > Travel > Air Travel > Departure Locations > US > NY > Buffalo/Niagara Falls > Buffalo Niagara Airport (BUF) In-Market > Travel > Hotels and Lodging > Locations > US > NY > Buffalo
Sample 3rd Party Data
• More controlled and efficient retargeting Retargeting
• Use paid search data for targeting Search retargeting
• Target by employer, neighborhood or cable provider IP targeting
• Focus on specific publishers, site categories, and page-level context
Contextual and site targeting
• Wide range of 3rd party data available plus exclusives 3rd Party Data + Audience Targeting
• Price impressions by a user’s proximity to a certain location Geo-Zone Targeting
• Retarget a user with the same product they viewed Dynamic Creative Optimization
• Build audience models to target based on insights Lookalike Modeling
• Access to all major Video RTB inventory Video
Targeting Strategies
Example: create custom radii around the highest grossing stores locations in Mass.
TECX can focus impressions on the people who are in the closest proximity to a store or brick and mortar location.
Radial Targeting
Focus impressions on users within 5 and 10 mile radii
Focus impressions on users within 10 and 20 mile radii
Custom Site Lists (and Black Lists)
Condition Targeting by Site
Category
Page-level Contextual Alignment
Respiratory Conditions Diabetes
Heart & Hypertension Mental Health Depression
GERD Medical Literature
…and more!!
Full integrations for contextual alignment and
brand safety
Contextual Targeting
FBX is complementary to other digital campaigns you may be running on Native Facebook or elsewhere
For the first time, use:
1st Party Data
IP Targeting
3rd Party Data
Use TECX’s industry-leading targeting, optimization and measurement to serve the most efficient Right Rail and Newsfeed ads on Facebook
TECX & The Facebook Exchange
TECX now allows advertisers to leverage 3rd Party Data algorithmically
What is it? Predictive Audience Targeting applies algorithmic learning to 3rd
party data to
automatically build an audience comprised of users most likely to achieve campaign goals (CPA, CPC, CTR) What does it do? The targeting algorithm uses pixels (retargeting or conversion) placed on an advertiser’s site and utilizes look-alike modeling to find 3rd party data segments to automatically build an audience comprised of high-value users. In addition to focusing delivery on users who are considered to be of high value, the algorithm also automatically deactivates underperforming segments and constantly adjusts the predicted model to reach the most valuable audience.
The algorithm will show the audience segments it is targeting and deactivating within the platform so you always have insights to share with your clients.
New! Predictive Audience Targeting
Example: create automated look-alike model for upscale men’s clothes, and automatically target the “highest value” audiences
TECX automatically runs look-alike modeling on all first party audiences, and can switch on a turnkey strategy that serves ads to the “highest value” audiences from those models.
Predictive Audience Targeting
Interest: Men’s Fashion
Age: 25-45
Household Income: $25k-$50k
Each of our partners source their data differently. Many use multiple online and offline data sources in order to create unique audience models that map to targetable cookies online. Examples of Data Sources:
Market research data Purchase behaviors from credit card companies Demographic providers National panel data Social sharing tools Login information
Where does the data come from?
Offline to Online
TECX has server to server integrations with several
companies that specialize in securely turning offline
databases (i.e., CRM data) of email or physical addresses into online audiences that are stored
and usable within TECX
Server-to-Server
With any advertiser, we can cookie map via a server-to-server integration (already
integrated with many DMPs)
Pixel-less solution, allows you to manage hundreds of
characteristics per user
Four Methods of Audience Segmentation
Pixel-Based
Pixels created in TECX can be placed to create and manage 1st
party data sets.
Ex: Simple homepage retargeting pixel
Dynamic
Pixels can pass data back to TECX for added layers of targeting and reporting
Ex: Dynamic parameters within TECX pixels can pass back multiple variables based on
high-value actions, like Coupon IDs or zip codes entered in a
Find a Doctor tool
Case Study: Milwaukee Auto Show SOLUTION: • Use low cost banner ads as lead generators • Build highly-targeted Ad Groups using behavioral targeting to reach the right people • Enable radial location-based targeting to serve impressions around a 25 mile radius of the
event location • Aggressively retarget users who have shown interest in the Milwaukee Auto Show • Continually optimize the campaign to CPA
OBJECTIVE: • Drive awareness and advance ticket
sales for the Milwaukee Auto Show • Deliver a low CPA and generate
positive ROI
GEOTARGETING We applied a radial targeting strategy to the Milwaukee Auto Show campaign which delivered heavier impression weight closer to the event location and lesser weight to locations further away. AD GROUPS By utilizing our extensive database of 3rd party data segments, we were able to develop three “Ad Groups.” Each Ad Group targeted a different set of users likely to purchase tickets to the Milwaukee Auto Show. Event Attendees Demographic > Household Comp. > Family Size 3+ Demographic > Household Comp. > Children age 12-18 In Market For > Entertainment > Tickets > Events Potential New Car Buyers: In Market For > Autos > Condition: New Purchase Intent > Autos > Styles > All New Excluding Past Purchase > Autos > Recently purchased new car Automotive Enthusiasts: Interests > Car Enthusiasts Interests > Hobbies > Automotive Top Tier Spender > Automotive Purchase Intent > Automotive > Aftermarket Products
REAL TIME OPTIMIZATION By analyzing click and conversion data in real time, we were able to adjust impressions delivery settings to focus only on the top performing: Time of day / Day of week Creative Format / Size Sites / Site Categories Imp. Frequency per user Ad Groups / Data Segments RESULTS Overall, the Milwaukee Auto Show TECX Campaign exceeded all goals by achieving a rock-bottom CPM and generating an estimated 50% return on investment. All data collected during the campaign has been archived for use on next year’s Milwaukee Auto Show campaign.
Case Study: Life On A Rock
SOLUTION: Through TECX we were able to build a custom channel of baseball related websites, including MLB.com. This custom channel allowed us to access premium inventory and deliver more impressions at half of the CPM, with no minimum investment.
OBJECTIVE: For Kenny Chesney’s Life On A Rock release, the client wanted to run display ads on MLB.com
CHALLENGE: Going publisher direct, MLB.com required a $15,000 minimum investment to run display ads throughout their website. In addition to the significant minimum investment requirement, the site offered double digit CPM’s for display.
Sites From the Custom Channel MLB.com aol.sportingnews.com rantsports.com sbnation.com
Mobile
Site or App Specific Buy using Display and/or Video Units Concrete/TEC Exclusive
Performance Based Cost Per Install Cost Per Click Cost Per Engagement Cost Per Install Combination Buys
Real Time Bidding via TECX Buying Impressions at lowest CPM within mobile apps and sites. Optimization of Media in Real Time.
Price: $17.5k for a 10-day flight Deliverables: Listening Screen takeover (100% SOV for 24 hours), followed up with banners and additional In-App media (which can be targeted to artists or genres or dayparts). 1 Day Listening Screen: 3.5MM Imps Follow Up In-App Banners: 2.0MM Imps Targeted In-App Banners: 2.5MM Imps Est CPM: $2.19 Value: Regular Cost $30K+
We Recommend Buying Mobile Using 3 Tactics
Custom Interstitial: Miranda Lambert
Interstitial (Full Screen Takeover)
Interstitial Ads, also known as full-screen ads, take over a user’s screen and increase engagement.
Standard Banner: SomeKindaWonderful
Standard Banner Ads Standard banner ads are sharp and clean which means your ads will look native and engaging.
Custom interactive CTAs on each panel
• Amplify banner space with multiple creative • 1 Impression = Multiple Banners = Low Cost per View • Creative rotates 360 degrees in the banner space
Rotating Banner: Pawn Shop Chronicles
Intelli-Video : Serves Video only when detects Wi-Fi
Standard response to Click
Custom Full Banner + Intelli Video: J. Cole
Custom Full Banner + Intelli Video: Jake Owen
4,000+ broadcast partnerships across all formats
Local and national radio @ lowest pricing
Extensive planning and research tools
Promotional capabilities
Our Radio Services
Client’s Other Radio Buy Budget $95,000 Media: 21 Markets Units: 848/:30
Our Solution Client’s Cost: $75,000 Media: 25 Markets (+4 markets) Units: 1,200/:30 (+352 spots) Our plan saved the client $20,000 delivered better reach and 40% more units!
Our Radio Buying Tactic: It Works!
Full Page. Full Circ. 80% discount!
Half Page. Full Circ. 70% discount!
Low Cost Print Media Services
Experience with most National and Local Outdoor providers
Discounted Pricing when/where available
Local market data for deeper local strategy
Sniping
Out Of Home Services
Travel: Tray Tunes
One of the Busiest Venues in the US
Topping arena ticket sales in the US for 2013 were: 1. Barclays Center (Brooklyn, NY) 2. Staples Center (Los Angeles) 3. Wells Fargo Center (Philadelphia) 4. Philips Arena (Atlanta) 5. Verizon Center (Washington DC) 6. Bridgestone Arena (Nashville, TN) 7. Madison Square Garden (New York) 8. Sprint Center (Kansas City, MO) 9. The Palace of Auburn Hills (Auburn Hills, MI) 10. American Airlines Arena (Miami)
High recall = 55% (67% higher than TV)
Source: Lieberman Research Group, 2009. 2010 Analysis based on Nielsen Data.
Larger than life screen
Captive (engaged) audience
Ideal environment for your creative!
No remote controls or DVRs
Nat’l or Geo target
Integrate Mobile
Superior target research
Cinema Connects & Captivates
Access to high profile and opportunistically priced media inventory
Exclusively for our current clients
Our Hot Buys Program
Downcast: Delivers video content, press materials, digital photos & audio clips from your artist’s campaign directly to all types of media outlets
Reaches over 9,500 media outlets! Goal • Generate immediate awareness and buzz about your artists, album release, tour, music event, video
premiere, and more
• Deliver broadcast-quality video content, press materials, digital photos and audio clips from your artist’s campaign directly to all types of media outlets including radio, television, national and regional video programs, newspapers, trade publications, celebrity and entertainment shows, wire services, global outlets and online destinations
Benefits • Provides several months of publicity efforts into one large comprehensive distribution effort • Features quality outlets such as Entertainment Tonight, Late Show with David Letterman, People
Magazine, In Touch Weekly, The New York Times, AOL Music/The Boot, ABC.com • Cost efficient program to feature long form content (up to 5 minutes) • Full post report delivered
Digital display and pre-roll
TV, Radio, Print, OOH
Award winning music video producer
Graphic designers
Turn-key a la carte service
lternative Creative Services
Contact Info: P. 312-551-0832 F. 312-551-0835 [email protected] TEC Direct Media 134 N. LaSalle Street, Ste 840 Chicago, IL 60602
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