how to evaluate a programmatic tv platform
TRANSCRIPT
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© 2017 Quigley-Simpson
March 20th, 2017
HOW TO EVALUATE A PROGRAMMATIC
TV PLATFORM
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HELLO
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2+ YEARSVETTING AND TESTING
VARIOUS PTV PLATFORMS
13TOTAL CAMPAIGNS
ACTIVATED
24,594TOTAL SPOTS BIDDED
6,004TOTAL SPOTS SECURED
35TOTAL NETWORKS
(NATIONAL & LOCAL)
221STATION AFFILLIATES
PROGRAMMATIC TV EXPERIENCE AT-A-GLANCE
© 2017 Quigley-Simpson
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8 CRITERIA FOR EVALUATING A PROGRAMMATIC TV PLATFORM
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FULLY AUTOMATED PLATFORM CONNECTING SELL-SIDE TO DEMAND-SIDE IN NEAR REAL TIME
MACHINE-ENABLED EFFICIENCY
NOT SIMPLY OUT-SOURCING BUYING DUTIES TO ANOTHER TEAM OF BUYERS
DASHBOARDS ≠ AUTOMATION
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ACCESS TO LINEAR TV INVENTORY
LOCAL AND NATIONAL SPOTS AIRED ON BROADCAST AND/OR CABLE NETWORKS
NOT JUST STREAMING VIDEO OR OTT PLACEMENTS
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OPEN EXCHANGE WITH DIRECT ACCESS TO INVENTORY
TRANSACTIONS BETWEEN ADVERTISER AND NETWORK FACILITATED BY TECHNOLOGY
NO SPEND COMMITMENTS OR PRE-NEGOTIATED BUY STRUCTURE REQUIRED
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ADVANCED TARGETING CAPABILITIES
ABILITY TO GO BEYOND AGE AND GENDER DEMOS
OPTION TO LAYER 1ST AND 3RD PARTY DATA FOR ENHANCED BUY TARGETING
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BLACK/WHITE LIST FUNCTIONALITY
ENSURE BRAND SAFETY WITH THE ABILITY TO BLOCK CONTENT DOWN TO NETWORK AND PROGRAM LEVEL
BID BOOST CAPABILITY INCREASES CLEARANCE ON HIGH-DEMAND CONTENT AND DAYPARTS
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THIRD-PARTY VERIFIED POSTING
NIELSEN OR RENTRAK POSTED DATA TO CONFIRM AUDIENCE DATA
AS ALWAYS, TRUST… BUT VERIFY
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COMPLETE SCHEDULE AND COST TRANSPARENCY
KNOW EXACTLY WHERE YOU RAN AND WHEN – DMA, NETWORK, DAYPART, DATE, AND TIME
UNDERSTAND THE TRUE MEDIA COST AT THE SPOT LEVEL
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SELF-SERVICE PLATFORM
ENABLES DEEPER UNDERSTANDING OF PLATFORM STRENGTHS, LIMITATIONS AND AREAS OF OPPORTUNITY
MAXIMIZES AGENCY IP AND DEVELOPS EXPERIENCE THAT CAN BE REAPPLIED TO FUTURE CAMPAIGNS
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FULLY AUTOMATED PLATFORM
1ACCESS TO LINEAR TV
INVENTORY
2OPEN EXCHANGE
WITH DIRECT ACCESS TO INVENTORY
3ADVANCED TARGETING
CAPABILITIES
4
BLACK/WHITE LIST FUNCTIONALITY
5THIRD-PARTY
VERIFIED POSTING
6COMPLETE SCHEDULE
AND COST TRANSPARENCY
7SELF-SERVICE
PLATFORM
8
CRITERIA SUMMARY13
© 2017 Quigley-Simpson
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CASE STUDIES
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15 ALLERGY SUFFERERS
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RELEVANT MESSAGING THROUGH PROGRAMMATIC TV
A core consumer segment for one of our brands is allergy sufferers
Brand was looking for ways
to be more strategic in
reaching this consumer
Target is most receptive to
related product messaging once allergies have been triggered
A key allergy trigger for many is a high pollen
count – but affected DMAs change quickly
over time
© 2017 Quigley-Simpson
TARGETING ALLERGY SUFFERERS16
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PTV technology enabled us to apply IMS Health data to dynamically target markets experiencing high-pollen counts and reach allergy sufferers at the height of message relevancy
July 12, 2016 | © 2016 Quigley-Simpson
Pollen count heat mapping and market-level trends used to optimize buy throughout the campaign
Report sample
SOLUTION: DYNAMIC DMA TARGETING17
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18 MILLENNIAL MEN
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LEVERAGING SOCIAL INSIGHTS FOR ADVANCED TARGETING
Millennial men are the target for one of our brands
Young males are increasingly
difficult to reach via TV
Social media engagement
remains high and can help uncover emerging trends for TV targeting
However, traditional TV
lead times make it difficult to
quickly respond to ever-evolving
social trends
© 2017 Quigley-Simpson
TARGETING MILLENNIAL MEN19
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Programmatically targeted the most relevant and buzz-worthy programs being talked about by the same consumers engaged in conversations with our brand. Leveraged the enhanced agility and targeting of Programmatic TV to curate weekly schedules around highest indexing shows.
SOLUTION: SOCIAL AFFINITY TARGETING 20
“Loving my new purchase. Thanks @BrandX!”
BRAND ENGAGEMENT
TV PROGRAM MENTION
ENHANCED TARGETING
“Mr. Robot is the best show on TV. Yea, I said it.”
© 2017 Quigley-Simpson
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QUESTIONS?