cre – addressable overvie · cre – addressable overview jamie power, one2one media 10-5-17...
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CRE – Addressable Overview Jamie Power, one2one Media 10-5-17
one2one Media is a Cross MediaWorks company
today’s television marketplace is complex
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the Addressable Video landscape continues to fragment
60mm Addressable HHs today 70mm Addressable HHs in 2017 8 MVPDS and growing +2,800 Cable Zones Subscriber file, device ID, IP and cookie matching 30+ technologies 100+ data partners National network trials (via MVPD inventory) 500mm devices, mapped to 100mm HHs – creating
multiple cross channel extensions
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better data drives results, client targeting examples
experian autopolk
dmv registration data
AUTO SHOPPER PROPENSITY SET TOP BOX PHARMA FIRST PARTY
shopcomnielsen catalina
84.51oMasterCard
experian or acxiom
(demographics, psychographics,
behavioral)
set top box viewer data
medicx, ims, or crossix
rx diagnosis datapropensity models
1st party client dataexperian or acxiom
via double blind match
hhs in-market for:luxury suvs,
electric/hybrid cars
heavy fast food goers
cleaning product switchers
small business owners
hhs with dogs moms with kids 2-12hhs that enjoy cruise
vacations
light/lapsed/heavy viewers of:
specified programs or networks,
competitive or existing
allergy sufferersbirth control userschronic migraine
sufferers
card memberscurrent/prospective
members
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IDENTIFY TARGETDEFINTIONS
PREFORMMATCH
PLAN & EXECUTE
MEASUREIMPACT
campaign activation, o2o process
identify targeting criteria that aligns with brand’s measurement goals
reach only those households that are in the brand’s true target, eliminating waste
match addressable video inventory against selected data set (1st, 2nd
or 3rd party)
Ads are sent only to specified households
o2o leverages proprietary planning tool to plan addressable video campaign across supply-side
targeting and measurement are standardized
campaigns are built to optimal exposure levels to maximize performance impact
using a test vs. control methodology, one2one measures the impact of the addressable campaign against key brand metrics
measurement is standardized across providers and presented as one holistic report
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Addressable TV, recommended when
5%-30% Target IncidenceSIZE
Ability to leverage 1st, 2nd or 3rd party data for targeting TARGETING
Access to direct or third party data to provide closed loop attribution analysis and/or brand effectiveness study
MEASUREMENTS
ECONOMICS
CREATIVE
Efficient CPM against target segment – CPM should be below the eCPM vs. Cable – Never buy at eCPM
Providers can only accept :30 or :60 spots
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action on data to reach qualified audiences
60 MM HOUSEHOLDS
[ household addressable ]
opportunity to go beyond demography to target messages only to households in a brand’s true target
addressable ads are dynamically inserted, whenever/wherever the households is watching tv, if they meet the targeting criteria
500MM DEVICES
[ device–level addressable]
extend the reach of addressable television via device (mobile/tablet) level addressable
500mm devices mapped to 100mm households
ability to get true cross channel attribution
[ connected tv addressable ]
capability to reach target audience on their connected tv through connected tv addressable
extend the reach of addressable campaign to hard to reach, non traditional television
52 MM DEVICES
[ zone-level addressable ]
ability to leverage first/third party data to broaden the target by isolating zip codes and cable zones that over-index for a brand
beyond the 210 DMAs, there are 2,877 zones that we have the ability to target individually
2,877 ZONES
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closed loop analysis that aligns with brand’s goals
brand health study web traffic foot traffic sales lift
measure the impact of addressable video on
key brand health metrics including:
• ad awareness• preference• consideration
leveraging pixel data, isolate the lift in web traffic test vs. control
results can be broken out by day, daypart and top
networks
using mobile location data, measure the
impact of addressable video (test vs. control) on
in store visitations
metrics also include:• visitation to
competitive set• visitation by ad
date exposure
leveraging first or third party data, measure the
lift in sales (test vs. control) that can be
attributed to the addressable video
campaign
incremental sales can be used to calculate a true
ROI9
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2017 spend by category, Addressable Video
Automotive CPG Direct Response Education
Electronics Finance Insurance Pharmaceutical
QSR Retail Travel Tune In
Category Percent of Spend
Automotive 25.8%
Retail 16.6%
CPG 10.2%
Insurance 10.1%
Pharmaceutical 7.7%
Tune In 7.7%
Finance 6.5%
Electronics 6.2%
Travel 6.1%
Direct Response 2.2%
Education 0.5%
QSR 0.4%
*addressable spend based on one2one proprietary data, no syndicated data source is available for addressable marketplace spend
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TARGETINGleverage data partners relationships to tap into
numerous auto segmentsi.e. Polk, Experian
current ownerstarget current consumers of a brand, make, or vehicle model
conquestingtarget consumers who own a competitive or type of vehicle
in-marketidentify consumers who intend to buy or lease in the next 6 months
digital re-targetingre-target consumers based on history of website traffic
MEASUREMENTmarry campaign exposure & backend data to
conclude incremental metricsvia Polk, Experian, PlaceIQ, NinthDecimal
sales impactutilizes DMV sales data to determine lift in sales (test vs. control)
website trafficillustrates lift in site visitation via pixel placement on landing pages
mobile locationdetects foot-traffic to a dealership or service center
AUTOMOTIVE 300+ EXECUTED CAMPAIGNS
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objectivedrive sales of luxury compact suvs
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targetin-market luxury auto intenders – households likely to purchase a compact suv (data source:
Experian)
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attributionsales impact analysis via Experian (30 day post-
campaign attribution window)
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SUCCESS CASE
4,015TOTAL CARS SOLD
5:1 ROAS
+12%LIFT IN BUY RATEWHEN COMPARING TEST TO CONTROL
$16.8MILLIONINCREMENTAL SALES
BASED ON MSRP
AUTOMOTIVE 300+ EXECUTED CAMPAIGNS
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TARGETINGleverage set top box & ACR viewership data
to reach viewers of programs or networksvia MVPDs
MEASUREMENTmarry campaign exposure & backend data
to conclude tune-in conversionvia MVPDs
conversion to programmeasure lift in viewership to the promoted program or network through STB & ACR tech
time spentdetermine ad exposure’s effect on incremental minutes spent with promoted program or network
ROAS analysisconclude return on ad investment based on incremental converted viewers
TUNE-IN 1,000+ EXECUTED CAMPAIGNS
promote a premieretarget viewers of a program to promote tune-in to a season premiere or new episode
viewer prospectingtarget viewers of similar content to steal share from competitive programs or networks
one-time eventdrive-tune in to a one-time event by applying incremental frequency to highly qualified households
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objectivepromote season premiere
of a returning show to increase viewership
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targetviewers of previous seasons & like-minded
competitive programming
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attributionconversion analysis
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SUCCESS CASE
+19% LIFTIN CONVERSION TO SUBSEQUENT EPISODES AFTER MEDIA WAS OFF-AIR
161K ESTIMATEDCONVERTEDHOUSEHOLDS
INCREMENTALCONVERSIONS1,681
TUNE-IN 1,000+ EXECUTED CAMPAIGNS
+67%LIFT IN CONVERSIONTO PREMIERE EPISODE
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TARGETINGleverage HIPAA compliant healthcare
& prescription data to reach relevant zonesi.e. Medicx, Crossix, IMS Health
dxtarget households and surrounding zones based on likelihood to be diagnosed with an ailment
rxtarget households and surroundingzones based prescription usage for treatment
MEASUREMENTmarry campaign exposure with backend data
to close the loop on measured activityvia Medicx, Crossix, IMS Health
rx liftleverage insurance data to conclude lifts in doctor visits and prescription rates
website trafficutilize a website pixel to determine the lift in visitation of exposed and non-exposed households
brand healthdetects foot-traffic to a dealership or service center
PHARMA 300+ EXECUTED CAMPAIGNS
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objectiveto increase sales and drive brand
conversions for a drug
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targetzip codes and zones with the highest index
against homes with the greatest propensity to have ailment “X”
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attributionsales conversion via IMS
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SUCCESS CASE
+2% LIFTIN PATIENTS WITH
PRIOR USE
+11%INCREASEIN NEW PATIENTS
$1.6MILLION
INCREMENTAL SALES OF ADVERTISEDDRUG
RETURN ON AD SPEND2:1
PHARMA 300+ EXECUTED CAMPAIGNS
IT’S A NEW DAY FOR TV
EXPECT MORE
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