ces - c space storytelling session - programmatic tv advertising

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Welcome to CES C Space S to ry te l l e r Sess ion :

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Programmat ic TV Adver t i s ing

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WTF IS PROGRAMMATIC TV ADVERTISING?

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P R O G RA M M AT I C T V A DV E RT I S I N G

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B U T M O V I N G F O RWA R D . . .

Programmatic buying

P R E V I O U S LY

An automated, technology-driven method of buying and delivering

linear TV advertising

Buying an individual ad impression

In real time

For an opportunity…

To show one specific

message

To one specific

consumer or household

In one specific context

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W H Y P R O G RA M M AT I C T V M ATT E R S

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T O P RAT E D T V P R O G RA M S BY Y E A R

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1951 1961 1971 1981 1991 2001 2011

1954I Love Lucy

1974All in The Family

199460 Minutes 2014

Sunday Night

Football

% R

EA

CH

S P E N D I N G C O M PA R I S O N S

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2016 2020

BIL

LIO

N $

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Digital Video (eMarketer 2015)

Programmatic TV (proj IDC)10B

15B

1B

12B

Digital Video = 10.64% Programmatic TV = 86.12%

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T H E N E W P R O G RA M M AT I C T V E C O S Y S T E M

M A R K E T I N GT E C H N O L O G Y

B R A N D

M A R K E T P L A CE

A G E N C Y

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T O DAY ’ S PA N E L I S T S :

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M I C H A E L G I A R D I N A@GlenfiddichSMW

R A N D Y W O O T T O N@Randy_Wootton

J A R O D C A P O R I N O@ResoluteDigital

A D A M G A Y N O R@asgaynor01

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Targeting ROIData

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CENTRAL HUB(SSP) REPORTING

CONTINUOUS FEEDBACK

CONTINUOUS FEEDBACK

TRIGGER CAMPAIGN

REAL-TIME BIDDING

CENTRAL HUB(SSP)

REAL-TIME BIDDING

TRIGGER CAMPAIGN

REPORTING

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Holistic View

Targeted Households

Maximize Message

Impression by Impression Buying

Efficiently Purchase Impressions

Allows Control of Message

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T O DAY ’ S PA N E L I S T S :

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M I C H A E L G I A R D I N A@GlenfiddichSMW

R A N D Y W O O T T O N@Randy_Wootton

J A R O D C A P O R I N O@ResoluteDigital

A D A M G A Y N O R@asgaynor01

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WHAT WILL IT TAKE TO MAKE PROGRAMMATIC

TV REAL?

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M A K I N G P R O G RA M M AT I C T V R E A L

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A D D R E S S A B I L I T Y AT S C A L E1

P E R S O N -B A S E D ATT R I B U T I O N2

M A R K E T I N G I N N OVAT O R S3

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K E E P T H E C O N V E R S AT I O N G O I N G !

D R I N K S I N R E C E P T I O N

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O P T I O N A L

Real-Time Addressable[Impression by Impression Buys]

Households, Devices

Impression by Impression

R E A C H

P R O G R A M M AT I C T VData-driven, software based TV advertising [IAB]

O P T I M I Z A T I ON

Traditional TV[National & Local Linear Programming]

Broad Segments

Program, Daypart only

N/A

Advanced TV Targeting[Program Targeting]

Segment Level

Narrow Audiences

Periodic Real-time

HouseholdAddressable[HH Targeting]

Household Demos

Household Level

Periodic

C O N T R O L

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