Music & Entertainment Media Planning & Buying
Music & Entertainment Media Planning & Buying Services
Who is Concrete/TEC Direct Media?
A team with 30 years of music & entertainment marketing experience combined with the latest media management services.
• Research • Media Planning & Buying • Monitoring & Results Tracking
• Direct Response Media • Creative • Trafficking
Offices in New York, Chicago and Nashville
200+ music & entertainment campaigns annually. Experience in every genre – in every medium.
We are leaders in designing “release” campaigns using all media channels.
We offer exclusive programs and proprietary systems that provide our clients a strategic advantage and protects their media investments.
We create effective media campaigns that break through the clutter and deliver results at BELOW MARKET PRICE!
How Are We Different?
Our Music & Entertainment Clients
Music Campaigns
Street League Skateboarding
Country Throwdown
Vans Warped Tour ‘11,’12, ’13, ‘14
Linkin Park/Projekt Revolution
Evanescence/Finger 11
Every Time I Die
McDonald’s Inspiration Celebration Gospel Tour
No Fear Tour
Sevendust
The Black Dahlia Murder
Throwdown/Zao
Sounds of the Underground
Terror Tour
Ozzfest
Trans-Siberian Orchestra
Stimulate This! Tour
Event Campaigns
Home Entertainment Campaigns
AND… We Help Introduce New Brands!
Stewardship of the media campaign is
our forte. We provide clients with
meaningful reports, analysis and
perspective.
For example: our post report provides a
critical comparison of your campaign
deliverables and goals. When we
exceed the goal, enjoy the added value.
We Hold Ourselves Accountable
Spot TV, Spot Cable, Broadcast Network, Cable Network, Syndication, Satellite and Digital Networks
Extensive category experience in Home Entertainment and Music
Comprehensive database of pricing and performance
Substantial research capabilities
Alternative buying tactics to lower your cost of media
Our TV Buying Rocks & Saves You $$
“Direct Effect” is purchasing media at the cost of remnant but with the precision placement of general ad buys. Its the best of both worlds (DR and General). It provides savings of 30%-70% off general ad rates.
TV Buy Proposed by Other Agency Their Cost: $197,822 Media: BET, MTV, VH1, M2, MTVJams, MTVHits 197 (:15) units 44,243,000 HH IMPS // CPM $4.47 23,005,000 A18-34 IMPS // CPM $8.60 24,879,000 P12-24 IMPS // CPM $7.95 Our TV Buy using Direct Effect Our Cost: $143,930 Media: BET, MTV, VH1, M2, MTVJams, MTVHits 197 (:15) units 44,243,000 HH IMPS // CPM $3.25 23,005,000 A18-34 IMPS // CPM $6.26 24,879,000 P12-24 IMPS // CPM $5.79
Actual Comparison
Our plan saved the client 27% ($53,892) on the SAME EXACT plan.
Our TV Buying Tactic: Direct Effect
Warped Tour is a summer music tour targeted toward music fans ages 13-18 featuring over 40 bands at various venues across U.S.
Goal: promote tour, increase ticket sales, strengthen event branding and engage fans.
Results: Achieved: 50% opt-in Database now over 30,000
opt-ins 10% lift in sales
Engaging Consumers via TV & Mobile
It’s Not Just About TV Anymore
Americans may consume video on the “best screen available” yet consumers’ time with TV, Internet and Mobile video keeps on
increasing. (Nielsen Three Screen Report)
Our Exclusive Pre-Roll Video Solution
Target specific content (at URL level) that drives intended outcomes: Traffic to website, video views, clicks to a form page, conversion to purchases.
First of its kind technology allowing clients to do something never before possible with online video content
Pre-Roll Ad Unit (aka your TV spot) Companion Banner Ad
What makes TECVu different?
TECVu utilizes an algorithm that weighs a myriad of up-to-23 individual variables (based on client objectives) to proactively identify and target the content most likely to generate intended outcomes.
URL - Page Video author Video ID Video URL Views - Per day Views - Total YouTube Rating
Category Channel Credits Date - Days on Site Date - Published Description Dislikes ElementID
Keywords Last Updated Length Query Keywords Syndication Thumbnail URL Title URL - Mobile
• Includes video and display to deliver good reach and frequency • Run :15/:30 pre-roll video based on content and demographic targeting • Includes re-targeting • Optimize the campaign on performance in real-time
Delivering 30% - 40% lift in key metrics when purchasing YouTube video inventory!
Theatrical: Conquest Competitor’s Content
Theatrical/Blu-ray/DVD Release: Same Technology, Different Ad Unit
Overlay Ad Unit
Companion Banner Unit
Identify the right audience
Launch & optimize
Report on results
Demand-side platform with 100% proprietary technology
RTB across all tactics (display, video, social & mobile)
Attribution & reporting across all channels Ad serving, tracking & analytics (use our
server or yours) Access 3rd party data not offered on any
other DSP Our buyers have more control to shortcut
the performance of algorithms
Our Approach to Buying Digital Media Transparent – Accountable - Impactful
3 Ways to Buy Online Inventory
Demand Side Platform
UPSIDE
- Maximum reach, user targeting possible
- Transparent CPMs from $5+
DOWNSIDE
-Newer concept for clients
Ad Network
UPSIDE - More reach than a single
publisher
DOWNSIDE - CPMs from $8 - $15 with
big markups - No transparency about
publisher/placement
Publisher Direct
UPSIDE - Know the exact site
- Custom units
DOWNSIDE - No user targeting
- High $20 - $80 CPM’s
1 2 3
• More controlled and efficient retargeting Retargeting
• Use paid search data for targeting Search retargeting
• Target by employer, neighborhood or cable provider IP targeting
• Focus on specific publishers, site categories, and page-level context
Contextual and site targeting
• Wide range of 3rd party data available plus exclusives 3rd Party Data + Audience Targeting
• Price impressions by a user’s proximity to a certain location Geo-Zone Targeting
• Retarget a user with the same product they viewed Dynamic Creative Optimization
• Build audience models to target based on insights Lookalike Modeling
• Access to all major Video RTB inventory Video
Targeting Strategies
FBX is complementary to other digital campaigns you may be running on Native Facebook or elsewhere
For the first time, use:
1st Party Data
IP Targeting
3rd Party Data
Use TECX’s industry-leading targeting, optimization and measurement to serve the most efficient Right Rail and Newsfeed ads on Facebook
TECX & The Facebook Exchange
Case Study: Milwaukee Auto Show SOLUTION: • Use low cost banner ads as lead generators • Build highly-targeted Ad Groups using behavioral targeting to reach the right people • Enable radial location-based targeting to serve impressions around a 25 mile radius of the
event location • Aggressively retarget users who have shown interest in the Milwaukee Auto Show • Continually optimize the campaign to CPA
OBJECTIVE: • Drive awareness and advance ticket
sales for the Milwaukee Auto Show • Deliver a low CPA and generate
positive ROI
GEOTARGETING We applied a radial targeting strategy to the Milwaukee Auto Show campaign which delivered heavier impression weight closer to the event location and lesser weight to locations further away. AD GROUPS By utilizing our extensive database of 3rd party data segments, we were able to develop three “Ad Groups.” Each Ad Group targeted a different set of users likely to purchase tickets to the Milwaukee Auto Show. Event Attendees Demographic > Household Comp. > Family Size 3+ Demographic > Household Comp. > Children age 12-18 In Market For > Entertainment > Tickets > Events Potential New Car Buyers: In Market For > Autos > Condition: New Purchase Intent > Autos > Styles > All New Excluding Past Purchase > Autos > Recently purchased new car Automotive Enthusiasts: Interests > Car Enthusiasts Interests > Hobbies > Automotive Top Tier Spender > Automotive Purchase Intent > Automotive > Aftermarket Products
REAL TIME OPTIMIZATION By analyzing click and conversion data in real time, we were able to adjust impressions delivery settings to focus only on the top performing: Time of day / Day of week Creative Format / Size Sites / Site Categories Imp. Frequency per user Ad Groups / Data Segments RESULTS Overall, the Milwaukee Auto Show TECX Campaign exceeded all goals by achieving a rock-bottom CPM and generating an estimated 50% return on investment. All data collected during the campaign has been archived for use on next year’s Milwaukee Auto Show campaign.
Case Study: Life On A Rock
SOLUTION: Through TECX we were able to build a custom channel of baseball related websites, including MLB.com. This custom channel allowed us to access premium inventory and deliver more impressions at half of the CPM, with no minimum investment.
OBJECTIVE: For Kenny Chesney’s Life On A Rock release, the client wanted to run display ads on MLB.com
CHALLENGE: Going publisher direct, MLB.com required a $15,000 minimum investment to run display ads throughout their website. In addition to the significant minimum investment requirement, the site offered double digit CPM’s for display.
Sites From the Custom Channel MLB.com aol.sportingnews.com rantsports.com sbnation.com
Mobile
Custom Interstitial: Miranda Lambert
Interstitial (Full Screen Takeover)
Interstitial Ads, also known as full-screen ads, take over a user’s screen and increase engagement.
Standard Banner: SomeKindaWonderful
Standard Banner Ads Standard banner ads are sharp and clean which means your ads will look native and engaging.
Custom interactive CTAs on each panel
• Amplify banner space with multiple creative • 1 Impression = Multiple Banners = Low Cost per View • Creative rotates 360 degrees in the banner space
Rotating Banner: Pawn Shop Chronicles
Intelli-Video : Serves Video only when detects Wi-Fi
Standard response to Click
Custom Full Banner + Intelli Video: J. Cole
Custom Full Banner + Intelli Video: Jake Owen
4,000+ broadcast partnerships across all formats
Local and national radio @ lowest pricing
Extensive planning and research tools
Promotional capabilities
Our Radio Services
Client’s Other Radio Buy Budget $95,000 Media: 21 Markets Units: 848/:30
Our Solution Client’s Cost: $75,000 Media: 25 Markets (+4 markets) Units: 1,200/:30 (+352 spots) Our plan saved the client $20,000 delivered better reach and 40% more units!
Our Radio Buying Tactic: It Works!
Full Page. Full Circ. 80% discount!
Half Page. Full Circ. 70% discount!
Low Cost Print Media Services
Experience with most National and Local Outdoor providers
Discounted Pricing when/where available
Local market data for deeper local strategy
Sniping
Out Of Home Services
Security Trays: 100% Share of Voice
One of the Busiest Venues in the US
Topping arena ticket sales in the US for 2013 were: 1. Barclays Center (Brooklyn, NY) 2. Staples Center (Los Angeles) 3. Wells Fargo Center (Philadelphia) 4. Philips Arena (Atlanta) 5. Verizon Center (Washington DC) 6. Bridgestone Arena (Nashville, TN) 7. Madison Square Garden (New York) 8. Sprint Center (Kansas City, MO) 9. The Palace of Auburn Hills (Auburn Hills, MI) 10. American Airlines Arena (Miami)
High recall = 55% (67% higher than TV)
Source: Lieberman Research Group, 2009. 2010 Analysis based on Nielsen Data.
Larger than life screen
Captive (engaged) audience
Ideal environment for your creative!
No remote controls or DVRs
Nat’l or Geo target
Integrate Mobile
Superior target research
Cinema Connects & Captivates
Access to high profile and opportunistically priced media inventory
Exclusively for our current clients
Our Hot Buys Program
Digital display and pre-roll
TV, Radio, Print, OOH
Award winning music video producer
Graphic designers
Turn-key a la carte service
lternative Creative Services
Contact Info: P. 312-551-0832 F. 312-551-0835 [email protected] TEC Direct Media 134 N. LaSalle Street, Ste 840 Chicago, IL 60602
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