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
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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
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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
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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
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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.
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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
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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
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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
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Who owns Programmatic TV?
20The Trade Desk & Digiday
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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
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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+,
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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
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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!