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NINTHDECIMALTelevision

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TIME WATCHING TV (AGE 19-25)

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The CHANGING TV LANDSCAPE

Much has been written about the shift of TV-viewinghabits, especially in the context of “cord-cutters” –consumers who no longer pay for cable or broadcastTV access. This trend is especially prevalent amongyounger consumers; in fact, a survey from Deloitte shows that 19 to 25-year-olds estimate they spend thirty-nine percent of their TV-content time watching streaming video, compared to only twenty-nine percent watching live programming.

But TV isn’t dying – consumers’ definition of TV is simply changing. From a viewer’s perspective, there’s not much difference between watching Top Chef on Bravo vs. Hulu; the content is the same. The challenge for TV advertisers is how to navigate the many ways consumers watch TV – and its increasing adoption of digital paradigms.

of time watching streaming video

of time watching live programming

29%39%

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The Changing TV Landscape

Marketers’ Digital-Inspired Demands

Defining Your Audience

Reaching Your Audience

Proving the Value of TV Advertising

Why NinthDecimal?

Getting Started

Glossary of Terms

TABLE of CONTENTS

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Today’s marketers are all about data and are beginning to demand that the kind of data available in digital also inform TV planning, activation, and measurement. By not meeting these needs, TV networks run the risk of lost revenue as they compete with more efficient, data-driven digital channels.

MARKETERS’ Digital-Inspired DEMANDS

We’ve been limited to buying based on age/gender for the last 60 years…

I need more indicative attributes!

Luckily, the technology already exists to deliver on these demands, which we will address in the following pages.

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My marketing team needs to be able to execute a consistent

strategy across all types of media.

GRP just isn’t enough anymore… I need to prove that my campaigns

are driving value.

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Let’s face it – age and gender-based audiences aresimply too broad for today’s results-driven marketers.Richer data exists to fill the gap of who an audience is.

Take location data – at NinthDecimal, we can buildaudiences based on trillions of historical, real-world behavior signals: where people have been, where theyfrequently go, and how they spent their time.

By tying this location data to TV-viewing behavior, you can build rich audiences and know the shows and net-works for which they over-index to inform your TV buys.

DEFINING your AUDIENCE

We’ve been limited to buying based on age/gender for the last 60 years…

I need more indicative attributes!“

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Find our location-based segments in your current TV-planning tool, like Tivo’s TRA (Tivo Research and Analytics) or comScore’s TV Essentials platforms

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SAMPLE LOCATION-BASED AUDIENCES:

PORTING YOUR DATA

Your brand’s loyal store visitors

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Your brand’s lapsed customers

Your competitors’ visitors

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Lifestyle Based Audiences (e.g. Carpool Moms, Health Enthusiasts,

Green Shoppers, etc.)

9D’s Location GraphTM audiences can be combined or suppressed with demographic, psychographic, and even CRM audiences{ }

Richer data means more powerful audience segments

More likely to reach your intended audience

Greater efficiency for your media strategy

BENEFITS

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Audience Intelligence based on location data becomes even more powerful when you combine it with your most valuable resource: CRM data. By layering in CRM and other 3rd party data, you can leverage your existing investment and activate your proprietaryaudience models across all forms of TV advertising.

Location Data

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CRM Data

Big Box Shopper

Business Traveler

New Mom

QSRLoyalist

Tech Enthusiast

AutoIntender

HealthEnthusiast

Pet Owner

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LINEAR TV: Buy networks/shows that your audience is highly likely to watch

ADDRESSABLE TV: Buy audiences at the household level across the different TV providers

PROGRAMMATIC TV: Activate your custom audience across programmatic TV buying platforms

OVER-THE-TOP TV: Use the same video creative to reach your audience when they’re watching via non- traditional, internet-based streaming services

DIGITAL: Extend your TV audience’s shelf life by targeting the same audience across digital channels

REACHING your AUDIENCE

To a consumer, the brand is a single entity. Marketer’s are looking at all ways to holistically reach them. That’s why the ability to activate the same audience across a portfolio of inventory is so powerful.

Through partnerships across the media landscape,NinthDecimal can activate your target audience across:

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My marketing team needs to be able to execute a consistent

strategy across all types of media.

BENEFITS

Reinforce messaging by reaching the same

audience across media types

Reach your customer where they are

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EXPERT TIP:There is more than one way to reach your customer. Leverage a consistent audience segment and activate against all media channels (Desktop, Mobile, TV).

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PROVING the VALUE of TV ADVERTISING

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GRP just isn’t enough anymore… I need to prove that my

campaigns are driving value.

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Traditionally, TV ad measurement attempts to answer the question, “How many people saw my ad?”

Modern marketers are ready to go a step further: “Did my ad actually change customer behavior?”

EXPERT TIP:

BENEFITSGo beyond “eyeballs”

for true attribution based on conversion

Consistent metric means you can compare results across media and tactic

Analyze cost per visit to determine which TV tactic

is most efficient

A consistent KPI across television and digital media allows you to develop the ideal media mix for driving action.

TV VS. DIGITAL VIDEO

By tying TV-viewing data with offline visitation data, NinthDecimal is able to analyze how a TV campaign (whether it’s on Linear, Addressable, Connected, or Programmatic TV) actually drives people to visit a brand’s stores.

By comparing performance across campaign elements, like Creative, Network, and Daypart, you can actually optimize future buys towards the tactics that drive the most store visitation.

TV TV+

DigitalVideo

This is especially useful in comparing the value of television ads against digital video to determine which is most effective for your brand.

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Our comprehensive partnerships reach across the full ecosystem of TV advertising, providing solutions across Linear, OTT, Addressable, and Programmatic. This means that we are able to meld with your existing marketing tech stack and work with the partners you prefer.

TV-viewing data is typically measured at the house-hold level, while personal attributes and behaviors are usually gathered at the user level – often by theirmobile device.

NinthDecimal’s proprietary Household- to-Device Graph connects these two data sets and unlocks advanced TV planning, activation, and measurement capabilities.

Why NinthDecimal?

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TRUSTED TV PARTNERSHIPS

HOUSEHOLD-LEVEL CONNECTION

There is a big difference between Zip+4 and Zip+6 (aka Zip11). Zip+4 only scales down to the neighborhood level. Zip11 narrows focus down to the household level. NinthDecimal uses Zip11 to tie devices to households as a match key for connecting the digital world to the television world.

DID YOU KNOW:

LINEAR TV

CONNECTED/OTT TV

ADDRESSABLE TV

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MVPD UNIVERSE

>gives youaccess to

(Multichannel Video Programming Distributor)

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ADDRESSABLE TV: TV-spot buying that is not done nationally, but at the household level. For example, if two neighbors are watching The Voice, they may see different advertisements depending on a variety of possible audience attributes.

CONNECTED TV: Any television set programmedto stream video over IP via an onscreen mediaplatform. Most often video is streamed via appsdownloaded from a TV app store.

LINEAR TV: Live TV that is watched as scheduled; onthe channel on which it’s originally presented.

OVER-THE-TOP (OTT) VIDEO: A reference to streaming TV content, because it’s going “over the top” of and circumventing traditional means of video delivery (historically satellite, cable, or telco MVPD service).

PROGRAMMATIC TV: Buying TV spots via a digitalplatform; the most sophisticated platforms allow you to buy TV spots with as little as two weeks lead time. No concept of real time bidding in Programmatic TV.

SET-TOP BOX: Viewership data collected from a set-top device that monitors viewing habits.

GETTING started

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GLOSSARY of TERMS

Interested in learning more about

our TV solutions? WE’RE HERE TO HELP!

Reach out to TV@NinthDecimal.com to set up a meeting

© 2017 NinthDecimal