4a's transformation 2014 - march 18 - john nitty & john nuding from zenithoptimedia and...
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Zenith Media Presentation: Using Online Data to Inform TV Strategy Speakers: Introduction: Justin Evans, Chief Strategy Officer, Collective Presenters: John Nitti, President, Activation at ZenithOptimedia (speaker) John Nuding, SVP, Director of Research at Zenith Media (speaker) Visit http://www.4astransformation.com for more information.TRANSCRIPT
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USING ONLINE DATA TO INFORM TV STRATEGY
OPTIMIZING MEDIA INVESTMENTS WITH TV ANALYTICS
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COLLECTIVETV ANALYTICSJUSTIN EVANSCHIEF STRATEGY OFFICER, COLLECTIVE
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COLLECTIVE TV ANALYTICS
WEBSITE DATA
TARGET YOUR KEYCONSUMERS ON TV
PLAN YOUR TVBUY SMARTER
UNLOCK THE POWER OF YOUR ONLINE CONSUMERS TO ENHANCE TV PLANNING
?? ?
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Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?
BRAVO
ESPN ?RESULTS POWERED BY
CNN AMC
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RESULTS POWERED BY
A:
Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?
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ZENITH’SSTRATEGYJOHN NITTIPRESIDENT ACTIVATION, ZENITH OPTIMEDIAJOHN NUDINGSVP RESEARCH, ZENITH OPTIMEDIA
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ZENITH’S APPROACH TO MEDIA STRATEGY + ACTIVATIONACTIVE COMMUNICATIONS INVESTMENT THAT AMPLIFIES IDEAS AND MULTIPLIES RETURNS
CREATING OPPORTUNITY FROM UP-TO-THE
MINUTE BEHAVIORAL DATA
EFFECTIVENESS THROUGH
CONNECTED CAMPAIGN DESIGN
LIVE, IN-MARKET VIEW OF CONSUMER
RESPONSE
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ZENITH’S VIEW OF THE EVOLVING MARKETPLACE
CONTENT DRIVEN MARKETPLACECONTEXT BASED
DATA DRIVEN
MARKETPLACE
AD TECH INFORMED
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THE IMPORTANCE OF AUDIENCE DATA
WHAT GOES INTO A DATA MANAGEMENT PLATFORM (DMP)?
1ST PARTY DATA 3RD PARTY DATA
2ND PARTY DATA (PUBLISHER DATA + YOUR DATA)
PLANNING DATA(YOUR DATA + 3RD PARTY
DATA)
(YOUR DATA) (PURCHASED DATA)
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We used Rentrak set top box data to understand which TV programs our clients’ online visitors watch most.
THEN…
We introduced pixels onto multiple Zenith client websites
FIRST…
ZENITH IS THE FIRST AGENCY TO IMPLEMENT COLLECTIVE TV ANALYTICS
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COLLECTIVE SAMPLE TV ANALYTICS DATA
TNTAMCUSA
Comedy CentralA&E
Nickelodeon/Nick-at-NiteFOX
HGTVCW
ABCFX
Discovery ChannelTBS
BravoMTV
ABC FamilyTLC
Purchasers
LIKELIHOOD THAT AN ONLINE AUDIENCE WILL WATCH A PARTICULAR NETWORK
HIGH LIKELIHOOD
LOW LIKELIHOOD
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TV ANALYTICS DATA INFORMS STRATEGY
• HOW DO WE MAXIMIZE CONVERSIONS?
• ARE THERE EFFICIENCIES WE CAN TAKE ADVANTAGE OF?
• OPPORTUNITIES FOR COMPETITIVE CONQUESTING?
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Se-ries1
-20,000,000
-10,000,000
0
10,000,000
20,000,000
85
95
105
115
Spending $Converters IndexHomepage Index
OPTIMIZING MEDIA INVESTMENT
OPPORTUNITY TO REINVEST IN LONG
TAIL CABLE NETWORKS FOR
EFFICIENCIES
$
HEAVY INVESTMENT IN BROADCAST/LIGHT CONCENTRATION OF CONSUMERS
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ZEAL + REACHES A MORE ENGAGED AUDIENCE
COLLECTIVE TV ANALYTICS
Index of actual visitors’ online
activity to program
viewership
VARIABLE 1
VARIABLE 2
VARIABLE 3
ZENITH ENGAGEMENT ATTENTIVENESS LEVEL
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ZEAL + MEASURES TARGET ENGAGEMENT WITH THE NETWORK+
VARIABLE 1
VARIABLE 2
VARIABLE 3
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TV ANALYTICS: IN SUMMARY
• TAKES WEBSITE DATA AND MAKES IT ACTIONABLE TO TV
• USES REAL TIME INFORMATION ABOUT CONSUMER BROWSING BEHAVIOR
• PROVIDES AN ADDITIONAL DATA POINT TO PROVIDE A FULL PICTURE OF THE CONSUMER
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STAY TUNED FOR FUTURE INSIGHTS…
#TVAnalytics#4AsTransformation
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