introduction to addressable tv & finecast · addressable tv* £1.3b bvod £607m source:...
TRANSCRIPT
FINECAST |
Robyn Christison, Engagement [email protected]
Livvy Button, Associate Director Client [email protected]
Finecast Webinar: 24/04/20
Introduction to Addressable
TV & Finecast
1
FINECAST |
• Addressable TV • What is Finecast• Market Positioning• Market Innovations
Part 1: Intro
• The Internet isn’t killing television; it’s making it even more ubiquitous
• TV and video advertising will adapt to new formats and increasingly focus on personalised ads
• Data driven technology allows advertisers to use their own customer data meaning more effective targeting and evaluation
“The rapid development
of digital technology
destabilised what was
once a very tightly
defined industry”
Source: Cordless: The radical redefinition of TV, Robert Davis, 2019
Viewer habits are changing
Proliferation of devices and channels
Lack of industry collaboration
New market players
What is happening in the UK TV market?
Linear addressability is key to unlocking scale
TV advertising
£5.4B
Addressable TV*
£1.3B
BVOD
£607m
Source: Statista / WARC Expenditure Report - 2019
*GroupM internal data, expected addressable TV forecast for 2024
The TV viewing experience
has never been better
It’s becoming more complex for brands.
Content
providers
Viewing
types
Distribution
platforms
Multiple Touch
points
Linear TV Linear IPTV Timeshifted VOD/SVOD
Devices
Live stream (IPTV)
Connected TVs
Devices
Data partners
Access to 10.8m UK households via the TV screen
On-demandPlayback & VOD
What are Finecast’s USPs?
Bespoke Audiences
Access to Full ADTV
Ecosystem
Robust Measurement
Audience
Project
R&F
FOC
Proof
Points
Target by
full
postcode
100% TV
Inventory
Positioning graph – Targeting x Reach.
Bespoke: behavioural, lifestyle,
transactional & demo segments
Demo data segments
Reach (low) Reach (high)
Where do we sit in the current market?
Point Solution Ecosystem Play
Broadcaster Direct Programmatic Guaranteed
• Predominantly Live TV
• Cflight Measurement
• Highest CPMs in market
• Bespoke audiences
*Aspirations to be an
ecosystem player
• All Screen
• Impression level reporting
• Regional targeting
• Competitive CPMs
• All Screen
• Impression level reporting
• Regional targeting
• Competitive CPMs
Fragmented Solution
• Exclusive Big Screen only offering
• All broadcasters
• Post code level targeting
• Bespoke audiences
• Unduplicated Reach & Frequency
Fully Managed Service
How we stay ahead of the game.
Market Leading InnovationsRoadmap Expansion
Most relevant to your clients:
– Linear inventory
– Diversifying supply
– TV Research Pieces
– Audience Project
– Finecast and Tech Edge
Global:
– Launched in CA & AU
– Soon to be USA, Germany,
Italy, Spain, India, Indonesia
FINECAST |
• Data as our differentiator• How we build audiences• Dynamic pricing model• Finecast report
Part 2: Deep Dive
Finecast data partnerships: 1000 + audience
segments.
Subscriber & location dataTransaction & interestsLifestyle & life stage
Pricing variables
Audience variables
– Mosaic group & type
– FSS group & type
– VOD propensity
– BARB region
– Gender
– Age
– Shared viewing
– Socio-demo ABC1C2DE
– House price
Campaign variable
– Restricted copy
– Data provider
– Campaign duration
– Campaign size
– Industry
– Seasonality
– Lead time
– Industry contention
FINECAST |
Part 3: Measurement
Finecast measurement funnel.
Brand Metrics Uplift Available Now via Kantar Profiles Brand Awareness, Consideration,
Opinion, Intent, Recommendation
Interest
Desire
Action
Incremental ReachAvailable Now via Millward Brown
Search & Web UpliftIn development - Q3
Footfall upliftTesting now via Mobsta
Sales UpliftTesting now via Mastercard
Cross Media Study & Bespoke Econometrics Studies Available now in house
An illustration of total TV reach.
Total Reach
16%
TVTotal Reach
37%
9%
7%
30%
Light TV Viewers
Total Reach
27%
TVTotal Reach
94%
1%
26%
68%
Heavy TV Viewers
AudienceUK Adults 18-44
Incremental reach – Light TV Viewers & Heavy TV Viewers
THANKS!