the revolution is televised: cross-channel data driven marketing with television

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The Revolution Is Televised:Cross-Channel Data Driven Marketing With Television

Molly ParrDirector, Product ManagementOracle Marketing Cloud

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Agenda

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• TV in a Digital World

• Cross-Channel TV Challenges

• Opportunities in Cross-Screen today

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Niche Audience Targeting.Clear Measurement.

High Impact.Mass Reach.

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The Marketer’s Goal: synchronization with Digital & TVAnd overcoming the chasm that exists between the two media

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Yearly digital media spend is on the rise,but still hasn’t touched TV

$42.8 $74.5 BillionIn 2013 Internet Ad Revenue

BillionIn 2013 TV Ad Revenue(Broadcast & Cable combined)

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Significantly different buying process leads to fragmented approach in utilizing data & targeting

• Seller’s Market

• Consolidated to a few, powerful vendors

• Demo targeting, indexing against the population

• Reach buys, large populations

TV Planner Digital Media Buyer

• Buyer’s Market

• Thousands of vendors to test & compare

• Audience Targeting utilizing 1st, 2nd, 3rd party data

• Significant access to marketer data

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Device Fragmentation is pushing “TV” into addressable channels – driven by Millennials

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Source: Deloitte Digital Democracy, March 2014

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And it’s growing…

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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 8Source: Luma Partners, 2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 9Source: Luma Partners, 2014

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Why isn’t TV “just like” online?Online TV

Market Buyer Seller

Addressability Cookie Broadcast / Household (Rolled up for DMA)

Measurement mechanisms Cookie / Direct

Indirect via:• Legacy business constraints• Congress-mandated Privacy restrictions• Technological Limitations

Purchased on CPM, CPA GRP

Tracking & Measurement timing “Real-time” Days to weeks

Lead & Lag Times “Real-time” Purchased months in advance, creative submission deadlines for on-air

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Some details from: “A Practical Definition of Programmatic TV,” Melby, Mediapost, 8/29/14

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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.

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TV & Emerging Targeting access: today’s landscape

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 ------------------------------------------------------------------------------------------------------- > FutureMos

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Concurrent media use and subsequent media useCross-channel targeting is key to extend your TV message

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Example 1:Retargeting TV Viewers cross-channel on other devices

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Family Plans

Family PlansTransforms Household into

a targetable online user

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TV is no longer just on your TV:Nearly 10% of Millennial TV consumption is on gaming devices

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"The gaming devices are becoming entertainment hubs.”- Dounia Turrill,SVP Client insights, Nielsen(in Huffington Post)

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Example 2:Infiniti Q50 on the “TV Screen” with Forza 5

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The Holy Grail: Digital Marketing Data to Power TV Targeting

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1st Party

2nd Party

3rd Party

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Example 3a: Using Online behaviors to create Targeted TVData Snapshot: In Market for Financial Services

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Likely to watch The Trophy WifeUnlikely to watch 2 Broke Girls

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Example 3b: Audience based tools to plan Targeted TVSmarter, targeted message; less waste.

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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

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Recap – Real TV & TV-type offerings today

Networks for “TV Everywhere”

TV Digital

Digital New “TV” Devices

Digital TV

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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.

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Questions?

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Appendix

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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

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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

SocialMedia

MobileMedia

OnlineVideo

OnlineDisplay

TV &TV Devices

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TV is > 74.5 Billion dollarsGet a piece of that pie and kill the waste!

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Device Fragmentation is pushing “TV” into addressable channels – driven by our Millennials

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Other Links (unused)• 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=1• http://ipglab.com/2014/09/16/the-future-of-tv/

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Repository

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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 TNS

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Concurrent media use and subsequent media useCross-channel targeting is key to extend your TV message

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