NINTHDECIMAL Television

Transcription

1 NINTHDECIMAL Television

2 TABLE of CONTENTS 3 The Changing TV Landscape 4 Marketers Digital-Inspired Demands 5 Defining Your Audience 8 Reaching Your Audience The CHANGING TV LANDSCAPE Much has been written about the shift of TV-viewing habits, especially in the context of cord-cutters consumers who no longer pay for cable or broadcast TV access. This trend is especially prevalent among younger consumers; in fact, a survey from Deloitte shows that 19 to 25-year-olds estimate they spend thirty-nine percent of their TV-content time watching streaming video, compared to only twenty-nine percent watching live programming. TIME WATCHING TV (AGE 19-25) 10 Proving the Value of TV Advertising 39% 29% 12 Why NinthDecimal? 14 Getting Started 15 Glossary of Terms of time watching streaming video of time watching live programming But TV isn t dying consumers definition of TV is simply changing. From a viewer s perspective, there s not much difference between watching Top Chef on Bravo vs. Hulu; the content is the same. The challenge for TV advertisers is how to navigate the many ways consumers watch TV and its increasing adoption of digital paradigms. 2 3

3 MARKETERS Digital-Inspired DEMANDS Today s marketers are all about data and are beginning to demand that the kind of data available in digital also inform TV planning, activation, and measurement. By not meeting these needs, TV networks run the risk of lost revenue as they compete with more efficient, data-driven digital channels. We ve been limited to buying based on age/gender for the last 60 years I need more indicative attributes! My marketing team needs to be able to execute a consistent strategy across all types of media. DEFINING your AUDIENCE We ve been limited to buying based on age/gender for the last 60 years I need more indicative attributes! Let s face it age and gender-based audiences are simply too broad for today s results-driven marketers. Richer data exists to fill the gap of who an audience is. Take location data at NinthDecimal, we can build audiences based on trillions of historical, real-world behavior signals: where people have been, where they frequently go, and how they spent their time. By tying this location data to TV-viewing behavior, you can build rich audiences and know the shows and networks for which they over-index to inform your TV buys. GRP just isn t enough anymore I need to prove that my campaigns are driving value. Find our location-based segments in your current TV-planning tool, like Tivo s TRA (Tivo Research and Analytics) or comscore s TV Essentials platforms Luckily, the technology already exists to deliver on these demands, which we will address in the following pages. 4 5

4 SAMPLE LOCATION-BASED AUDIENCES: Your brand s loyal store visitors Your competitors visitors Big Box Shopper Tech Enthusiast Z z New Mom Your brand s lapsed customers PORTING YOUR DATA Lifestyle Based Audiences (e.g. Carpool Moms, Health Enthusiasts, Green Shoppers, etc.) { } 9D s Location Graph TM audiences can be combined or surpressed with demographic, psychographic, and even CRM audiences Audience Intelligence based on location data becomes even more powerful when you combine it with your most valuable resource: CRM data. By layering in CRM and other 3 rd party data, you can leverage your existing investment and activate your proprietary audience models across all forms of TV advertising. Location Data CRM Data Business Traveler Health Enthusiast QSR Loyalist BENEFITS Richer data means more powerful audience segments More likely to reach your intended audience Auto Intender Greater efficiency for your media strategy Pet Owner

5 REACHING your AUDIENCE My marketing team needs to be able to execute a consistent strategy across all types of media. To a consumer, the brand is a single entity. Marketer s are looking at all ways to holistically reach them. That s why the ability to activate the same audience across a portfolio of inventory is so powerful. Through partnerships across the media landscape, NinthDecimal can activate your target audience across: LINEAR TV: Buy networks/shows that your audience is highly likely to watch ADDRESSABLE TV: Buy audiences at the household level across the different TV providers PROGRAMMATIC TV: Activate your custom audience across programmatic TV buying platforms OVER-THE-TOP TV: Use the same video creative to reach your audience when they re watching via nontraditional, internet-based streaming services DIGITAL: Extend your TV audience s shelf life by targeting the same audience across digital channels EXPERT TIP: There is more than one way to reach your customer. Leverage a consistent audience segment and activate against all media channels (Desktop, Mobile, TV). BENEFITS Reinforce messaging by reaching the same audience across media types Reach your customer where they are 8 9

6 PROVING the VALUE of TV ADVERTISING GRP just isn t enough anymore I need to prove that my campaigns are driving value. Traditionally, TV ad measurement attempts to answer the question, How many people saw my ad? Modern marketers are ready to go a step further: Did my ad actually change customer behavior? EXPERT TIP: TV VS. DIGITAL VIDEO A consistent KPI across television and digital media allows you to develop the ideal media mix for driving action. This is especially useful in comparing the value of television ads against digital video to determine which TV is most effective for your brand. BENEFITS Go beyond eyeballs for true attribution based on conversion TV + Digital Video By comparing performance across campaign elements, like Creative, Network, and Daypart, you can actually optimize future buys towards the tactics that drive the most store visitation. Consistent metric means you can compare results across media and tactic By tying TV-viewing data with offline visitation data, NinthDecimal is able to analyze how a TV campaign (whether it s on Linear, Addressable, Connected, or Programmatic TV) actually drives people to visit a brand s stores. Analyze cost per visit to determine which TV tactic is most efficient 10 11

7 Why NinthDecimal? TRUSTED TV PARTNERSHIPS Our comprehensive partnerships reach across the full ecosystem of TV advertising, providing solutions across Linear, OTT, Addressable, and Programmatic. This means that we are able to meld with your existing marketing tech stack and work with the partners you prefer. HOUSEHOLD-LEVEL CONNECTION TV-viewing data is typically measured at the household level, while personal attributes and behaviors are usually gathered at the user level often by their mobile device. NinthDecimal s proprietary Household- to-device Graph connects these two data sets and unlocks advanced TV planning, activation, and measurement capabilities. LINEAR TV CONNECTED/OTT TV ADDRESSABLE TV > gives you access to MVPD UNIVERSE (Multichannel Video Programming Distributor) DID YOU KNOW: There is a big difference between Zip+4 and Zip+6 (aka Zip11). Zip+4 only scales down to the neighborhood level. Zip11 narrows focus down to the household level. NinthDecimal uses Zip11 to tie devices to households as a match key for connecting the digital world to the television world

8 GETTING started GLOSSARY of TERMS ADDRESSABLE TV: TV-spot buying that is not done nationally, but at the household level. For example, if two neighbors are watching The Voice, they may see different advertisements depending on a variety of possible audience attributes. Interested in learning more about our TV solutions? WE RE HERE TO HELP! Reach out to TV@NinthDecimal.com to set up a meeting CONNECTED TV: Any television set programmed to stream video over IP via an onscreen media platform. Most often video is streamed via apps downloaded from a TV app store. LINEAR TV: Live TV that is watched as scheduled; on the channel on which it s originally presented. OVER-THE-TOP (OTT) VIDEO: A reference to streaming TV content, because it s going over the top of and circumventing traditional means of video delivery (historically satellite, cable, or telco MVPD service). PROGRAMMATIC TV: Buying TV spots via a digital platform; the most sophisticated platforms allow you to buy TV spots with as little as two weeks lead time. No concept of real time bidding in Programmatic TV. SET-TOP BOX: Viewership data collected from a set-top device that monitors viewing habits

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