Understanding the Advanced Television Ecosystem
Transcript of Understanding the Advanced Television Ecosystem
DATA . TECHNOLOGY. TELEVISION.
Data Drives today’s television market
Addressable Video solutions to Reach Qualified Audiences
HOUSEHOLD ADDRESSABLE
Opportunity to go beyond demography to target messages only to households in a brand’strue target
Addressable ads are dynamically inserted, whenever/wherever the households is watching TV, if they meet the targeting criteria
57MM HOUSEHOLDS
ZONE-LEVEL ADDRESSABLE
Ability to leverage first/third party sales data to broaden the target by isolating zip codes and cable zones that over-index for a brand
Beyond the 210 DMAs, there are 3,788 zones that we have the ability to target individually
3,788 ZONES
DEVICE-LEVEL ADDRESSABLE
Extend reach of Addressable television via device (mobile/ tablet) level Addressable
300MM devices, mapped to 100MM HHs
Ability to get true cross channel attribution
100 MM HHs
3
Robust Data Resources Enhance Targeting Precision
Experian AutoPolkDMV
Registration Data
AUTO SHOPPER PROPENSITY
SET TOP BOX PHARMA FIRST
PARTY
ShopcomNielsen Catalina
84.51o
Experian or Acxiom
(Demographics, Psychographics,
Behavioral)
Set Top Box Viewer Data
MedicX, IMS, or Crossix
Rx Diagnosis Data
Propensity Models
1st Party Client Data
Experian or Acxiom
via double blind match
HHs in-market for:Luxury SUVs
Electric/Hybrid cars
HHs purchasing:Dog Food, Cat
Litter, Craft Beer, Soup,
Decongestant Meds
Small Business Owners
Tech EnthusiastsOrder Flowers
Online
Light/Lapsed/Heavy Viewers of:Specified
Programs or Networks
Allergy SufferersBirth Control
UsersChronic Migraine
Sufferers
Card MembersCurrent/
Prospective Members
DRIVE AUTO SALES
CROSS DEVICE ADDRESSABLE WITH IN
LONG FORM VIDEO
[ EXPERIAN AUTO ]In Market for a Luxury Sedan or Wagon
Audi A6/A7, Lexus Gs, BMW 5-Series, Mercedes E-Class, Mercedes CLS, Lexus ES, Infiniti Q70, Acura RLX, or Volvo S90
DATASETS
LEVERAGE DATA TO TARGET ONLY IN-MARKET
CONSUMERS
Addressable TV [Subscriber files]
Mobile [Device ID]
Connected[Device ID, IP
Address]
9.4 MMQualified
HHs/Device
Unified data approach matched against subscriber files, device IDs or IP Addresses to identify qualified households
IN-MARKET LUXARY SEDAN OR WAGON AUDIENCE BY
CHANNEL [ ADDRESSABLE TV ] [ DEVICE ] [ CONNECTED/OTT ]
5.3MM 2.9MM
1.9MM
670 INCREMENTAL CARS SOLD
31% INCREASE IN BUY RATE
11:1 RETURN ON AD SPEND
4,469 TOTAL CARS SOLD, TO EXPOSED HOUSEHOLDS
ROAS BY CHANNEL
ADDRESSABLE TV [ 11:1 ]
CONNECTED TV [ 12:1 ]
DEVICE [ 8 :1 ]*ROAS based on MSRP
$25MM ROAS**Based on MSRP
[ONLINE FLOWER RETAILER]Case Study
DATASETS
LEVERAGE DATA TO
ONLY TARGET FLOWER
PURCHASERS
[ Addressable TV ]
Subscriber Files
[ Mobile ] Device ID
[ High Indexing Linear ]
Viewership Data
16 MM
Qualified HHs/Devi
ce
Unified data approach matched against subscriber files, device IDs or viewership data to identify
qualified households
[ Credit Card Data ]
Online flower purchasers OR households in
market to purchase
flowers for Mother’s Day
[ ONLINE FLOWER VENDOR] Audience By Channel
[ ADDRESSABLE TV ONLY ]
[ CROSS SCREEN ADDRESSABLE ]
[ DEVICE ONLY ]
8.1MM
[ HIGH INDEXING LINEAR ]
527 K 182 K 7.8 MM
$15.6 Million [ Incremental Sales ]
161% [ Increase in Sales Rate ]
141% [ Lift in Penetration ]
$25.4 Million [ Campaign Sales ]ROAS BY CHANNEL
TV ONLY [ $7.39 : $1.00 ]
CROSS SCREEN [ $7.36 : $1.00 ]
DEVICE ONLY [ $6.25 : $1.00 ]
$8.64 : $1.00 [ Total ROAS ]
Q&AThank you!