addressable tv for creative agencies
TRANSCRIPT
ADVANCED TV TARGETING HAS A LOT OF DIFFERENT MEANINGS SO LET’S DEFINE THEM
ADDRESSABLE TV (sometimes called Household
Addressable)
Think of it as… Bringing one-to-one digital
targeting to television. Households viewing the same
show see different ads
AUDIENCE ADDRESSABLE TV (most often referred to as
Programmatic)
Think of it as… Buying local Cable shows that over-index against our target audience. Everyone in a local
market tuned to that channel will see the same ad
CONNECTED TV
Think of it as… Hulu or HBO GO that you watch via Smart TV or Apple TV/Roku. Ads are bought and trafficked as
Online Video
CREATIVE AGENCIES CARE ABOUT ADDRESSABLE TV, BECAUSE OF THE CAPABILITY FOR
DAI (DYNAMIC AD INSERTION)
WHICH MEANS
I SEE ONE AD, YOU SEE ANOTHER
E.G BOTH WATCHING JEOPARDY AT 7:30 ON ABC
• Rent my apartment• Live in Greenpoint• No kids
• Own your house• Live in Rye• 2 kids
Allstate Renters Commercial 2016 Cadillac CT6 Commercial
Current Status of Linear Addressable TV !
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2.8MM Addressable TV HHs, 30s/:60s. 56 networks
!
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12MM Addressable TV HHs, :30s/60s, launching :15s shortly, data aggregated from over 5MM boxes, over 50 networks
!
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8MM Addressable TV HHs, :30s/60s, over 78 networks
!
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19MM Addressable VOD HHs, Estimated 1 0 MM Addressable HHs
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10.8MM Addressable TV HHs, Video On Demand and, DAI through TWC TV app
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SIZING THE PRIZE
ADDRESSABLE TV REACHES NEARLY 50MM US HOUSEHOLDS WITH A GROWING AMOUNT OF AVAILABLE INVENTORY
MEDIA BUYERS STILL USE THE SAME AGE & DEMO TARGETING THAT THEY DID IN THE 1950s
ADDRESSABLE TV ALLOWS THEM TO UNLOCK THE
SAME TARGETING CAPABILITIES THAT WE USE ONLINE
MEDIA MATHS
MINIMIZE WASTE TO REACH NICHE AUDIENCES EFFICIENTLY
THE SIGHT, SOUND, AND MOTION OF TV MEANS IT’S STILL ONE OF THE BEST CREATIVE CANVASES AND BECAUSE WE CAN HYPER TARGET NICHE AUDIENCES, IT NO LONGER TAKES $100 MILLION TO BE A SUCCESSFUL TV ADVERTISER
OPPORTUNITY 1
SMALLER BRANDS & BUSINESS UNITS ARE NOW TELEVISION ADVERTISERS
WE CAN EXTEND MESSAGE SEQUENCING FROM TV TO MOBILE DEVICES
OPPORTUNITY 2
SEQUENCE CREATIVE ON TV AND CROSS SCREEN
OPPORTUNITY 3
HYPER TARGETING = TAILORED CREATIVE TO EACH AUDIENCE
WE NEED TO CHANGE THE BRIEF TO TEAMS AND SCOPE PRODUCTION BUDGETS TO SHOOT MORE FILM AND TEST MORE VERSIONS
OPPORTUNITY 4
TIE TV DIRECTLY TO SALES
HAVING PHONE DATA ON WHO WE DELIVER THE CREATIVE TO MEANS WE CAN TRACK THE USER ALL THE WAY TO A SALE
WITH DYNAMIC AD INSERTION, WE CAN SEQUENCE ON TV WITH THE SAME CAPABILITIES AS DIGITAL VIDEO
WE CAN TELL MORE CONNECTED STORIES AND MOVE BEYOND A
SINGLE :30 SPOT TO COMMUNICATE COMPLEX MESSAGES
AND CROSS-SCREEN ADDRESSABILITY MEANS WE CAN CREATE INTEGRATED CONTENT ACROSS TV TO MOBILE DEVICES AND BACK AGAIN