A Rough Guide to TV. Matt Hill
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1 A Rough Guide to TV Matt Hill
2 Thinkbox is supported by 99% of UK broadcasting Main shareholders Associates & supporters
3 Today s agenda A golden age for TV TV and Travel Innovation
4 Today s agenda A golden age for TV TV and Travel Innovation
5 It s available in cinema quality It s available on-demand It s available on the move
6 Yet, the fundamentals of viewing behaviour haven t changed
7 Alongside a decade of disruption, TV set viewing is resilient No. of hours of TV viewed per day 3h 39m 60% Internet access 3h 36m 3h 38m 3h 44m 3h 45m 4h 02m 4h 02m 4h 01m Commercial partnership 3h 52m Downloadable 3h 41m 3h 36m 85% Internet access Commercial Non-commercial Source: BARB , individuals. TV set viewing within 7 days of broadcast; Ofcom Technology Tracker
8 TV isn t going anywhere. It s going everywhere
9 TV dominates the world of video All Individuals Average video time per day 4.4% 2.2% 16-24s 10.3% 5.8% 4.4% 0.4% All Individuals: 4hrs, 35 mins 16-24s: 3hrs, 25 mins 5.7% 4.0% 43.5% 6.6% 2.9% YouTube 6.4% 3.0% Facebook 61.6% 7.0% 7.0% 3.7% 8.7% 0.9% 11.4% Other online video Online 'adult' XXX video Cinema Subscription VOD Source: 2015, BARB / comscore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 6 / Rentrak
10 Technology changes fast, human needs don t change
11 Today s agenda A golden age for TV TV and Travel Innovation
12 TV response: new rules, new roles
13 Long-term response
14 Long-term response comes from driving consideration Communications Brand health Short-term effect Future demand pool Longer-term effect Total ROI
15 1% increase in brand metrics = 2% increase in cost effectiveness Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox
16 Half of media-generated response comes in the longerterm Short-term ROI Long-term ROI % Total ROI 80% 60% 59% 40% 41% 46% 54% 32% 68% 25% 75% 20% Automobile Want Home Improvement Telecomms FMCG Finance Retail Need Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox
17 Brand TV is the most cost efficient longer-term channel BRTV Efficiency index at driving brand metrics (higher = better) Outdoor Print Radio DRTV Online display Efficiency index (uplift per spend) Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 7 brands
18 Short to medium-term response
19 TV accounts for a third of media-driven sales Short to mediumterm media, 39% Other online, 3% Radio & outdoor, DM & doordrop, 4% 8% Print, 8% Affiliates, 10% Online display, 12% Generic PPC Search, 22% Base, 61% TV, 33% Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 15 brands
20 DRTV is the strongest demand generating channel Short to mediumterm response Least efficien t Efficiency index (cost per response, lower = better) BR online display BR offline BRTV BRTV DR offline Demand generators DR online display DRTV DRTV Affiliates Generic Generic PPC PPC search search Most efficien t Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 15 brands Demand harvesters
21 DRTV most efficient channel for travel brands Efficiency index (lower = better) Travel Charities Finance Average BRTV Least efficient Efficient Most efficient DRTV BR offline DR offline N/A BR online DR online Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Other offline includes outdoor, print, radio, DM & doordrops; online includes display, search, affiliates, , VOD & social
22 EasyJet Effectiveness the Luton way Objectives: Increase margins Lower marketing costs Execution: Cut unnecessary online spend Target new customers Build an emotional connection Results: Improved brand perception metrics by 13% Over 4 years EasyJet grew passenger numbers by 25%
23 Today s agenda A golden age for TV TV and Travel Innovation
24 Addressable advertising for linear TV
25 Multiplatform wins at Rugby World Cup 2015
26 Addressability in VOD: personalised ads Coca Cola BT Sport Burberry Virgin Travel O2 Universal Pictures
27 Access to talent
28 Summary TV has never been better for viewers or for advertisers TV dominates the new world of video TV offers the most cost effective sales conversion for Travel TV & online have a brilliant relationship TV s future is Innovative, addressable, interactive & integrated
29 Thank you Helping you get the best out of television
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