taking a sip of targeted tv
TRANSCRIPT
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Taking A Sip Of Targeted TVResolute Digital
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NOT YOUR PARENT’S TV
Outline
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▸ Resolute Digital Overview▸ Supporting Data▸ TV Landscape
▹ Linear TV▹ Connected TV▹ Addressable TV
▸ Programmatic TV▹ What is programmatic TV?▹ How does it work?
▸ Case Studies
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▸ Resolute is an Independent Agency full service digital agency
▸ Resolute works with multiple DSPs and buys from numerous exchanges
▸ A Digital Agency that made our first TV Buy Q4 2015
Background
Media Consumption
5Time spent per day - percent change from 2011 to 2015 (source: eMarketer April 2015)
DESKTOP & MOBILE
+68%From 2.8 to 4.7 hours
CONNECTED TV
+39%From .18 to .25 hours
TELEVISION
-4%From 4.3 to 4.1 hours
-52%From .4 to .2 hours
RADIO
-5%From 1.34 to 1.27 hours
15 ways to watch “Walking Dead”
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TV Landscape
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Linear TV: Live television that is watched as scheduled
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Connected TV:Ads that play at full resolution of the TV on media app load or content streaming. Best used an extension of traditional TV buys or to complement digital buys
Connected TV
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Connected TV
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Connected TV
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▸ Non-Skippable pre-roll units▸ Highly Viewable▸ High Completion Rates▸ High Quality Inventory▸ Linear Audience Reach▸ Accounts for 1% of TV Ad Dollars▸ By 2025, 50% of US consumers under 32 will
pay for TV service, 15% will be cord cutters and 35% will be cord neverers (never paid for traditional tv services). *
US connected TV Usage, Digital Content Gives the ‘First Screen’ New Life, eMarkerter
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Addressable TV:Advertising technology that enables advertisers to selectively segment TV audiences and serve different ads within a common program.
Addressable TV
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Addressable TV
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Addressable TV
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▸ Ability to use 1st, 2nd and 3rd party data▸ Segmentation - geographic, demographic,
behavioral and a growing household level▸ Targeting is about the person not the
program▸ Small in scale relative to the total TV
market
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Programmatic TVAutomation & Addressability
Programmatic Television Buying
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▸ Bidding▸ 80+ Addressable
Segments per Household
▸ Increased Control (Creative, Daypart, Geo, Frequency)
▸ Ability to Optimize from In-Flight Learnings across TV and Digital
Programmatic TV
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▸ Value is in the use of audience data▸ Efficiency with automated buying▸ Not real-time based delivery (1-7 days to clear)▸ Strong Measurement▸ First to adopt are cable satellite and
telecommunication providers since they are distributors and don’t have their own linear TV Inventory.
▹ Comcast, ▹ Time Warner Cable▹ DIRECTV▹ DISH▹ AT&T
Who owns Programmatic TV?
20The Trade Desk & Digiday
Addressable pTV Media buy over OpenRTB
How It Works
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Extreme Reach
DISH
STBsRentrak
CustomerRD DeskRocket FuelTradeDeskNetmining
DBM
Creative/Schedule
Exposure DataReporting
Creative
Creative
Delivery Report
Insertion Order& Creative
Programmatic TV Insights
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Programmatic TV Insights
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Glenfiddich Case Study
▸ Goal Campaign:▹ Convert Bourbon drinkers to Scotch▹ Build Awareness▹ TV Presence
▸ Target: ▹ Men 35+,▹ HHI 100K+,
WG Case Study - Glenfiddich
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▸ Optimization▹ Lowered age 25+ audience
▹ 58% was reaching 55+▹ Ethnicity emphasis▹ Primetime (win rates)
▸ Stats▹ Majority campaign ran in prime time▹ 94% households owned their own home▹ 33% traffic going to sports consuming
HH▸ Key Networks: ESPN, FNC, DSC, HST, TNT,
CNN▸ 20% efficiency in pricing compared to
historical cable buys
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Tullamore Dew Case Study
▸ Deepen emotional connection and True Character perception of brand
▸ Nielsen Data that supports Fantasy Football Players over index on drinking spirits (in particular whiskey)
▸ Looking to compliment our digital buy & sponsorship
William Grant Case Study Tullamore Dew
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▸ Optimization▹ Tightened demo to 25-34▹ Targeting football fans/viewers▹ Primetime (win rates)▹ Winning bids below our ceiling cap
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Thank You!