A new medium known as OTT (over-the-top) advertising has emerged, allowing brands to reach viewers through streaming video services and devices, such as smart or connected TVs. OTT advertising is a viable component of a brand’s performance media mix. OTT is much more than just a branding and awareness play, it is a complete performance channel that offers scale, measurability, and data-driven targeting. As OTT viewership continues to explode, discover opportunities that can surface for your brand by adopting OTT video to support your sales and marketing goals.

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Persephanie Arellano
Webinar Coordinator

3. clients
Recognition

4. Coronavirus (COVID-19): The Resource Hub for Marketers
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5. Jesse Math Richard Kosinski

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8. Growth requires brands to stand out, to influence and inspire their customers to change.
Growth is achieved when customers understand the brand’s value.
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9. To accomplish our mission in 2020, we must embrace media as experience,
experience that connects, connections that perform.
Media Data Creative Measurement

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11. “OTT goals are TV goals:
Reach & Frequency”
“TV for a digital world should be
measured as digital CVRs”
Tinuiti ‘s OTT Native approach offers TV-like reach in TV-like content on the largest screen in the house to achieve Performance
Marketing goals: Awareness, Growth & Profit

12. Scale
Targeted
Measurable
OTT is a viable
component of a
Performance
media mix

13. Precision
Transparency
Control ●
Compliance
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15. What is OTT & CTV?
TV or TV-like content served across devices via the internet
Ad SupportedSubscription

16. Source: Tru Optik
Desktop MobileConnected TVs
Share of
OTT View Time
Share of
OTT Ad Spend
What is OTT & CTV?
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17. Pay TV Over-The-Top
(OTT Devices)
(Cable, Telco, & Satellite)
Online Social
TV Everywhere Ad-supported
Over the Air
(Broadcast)
SubscriptionPremium STB VOD
VIDEO

18. 43%
24%
12% 9% 9%
3%
56%
14%
15%
15%
Connected TV
Mobile
Desktop
STB VOD
Freewheel Q4’19 VMRFreewheel Q3’19 VMR
Online Video Ad Delivery OTT Ad Share Of Voice

20. Source: Leichtman Research, TruOptik Source: Comscore, Nielsen, Tru Optik
2.9 = AVERAGE # OF CTV DEVICES PER CTV HHs
CTV Penetration
(% of US HHs)
74%
OTT Viewing
(% Total Time)
34%

22. Source: eMarketer Forecasts
Peak TV

23. OTT is driving the disruption

24. Viewers
82 Million
70%
Ad Supported

25. US Adult Users (Millions), eMarketer 2020 estimates
IAB Research 10/18
The disruption has scaled

26. 2010 2020
Audio OTT Digital OOH
Search Display Social
Search Display Social

27. Terrestrial Cable OTT
Panel Bigger Panels Bigger Panels & Device Graphs
1950s 1980s TODAY
• MEASUREMENT STILL BASED ON PANELS OR PANEL-BASED METHODS INCLUDING ACR & OEMs
• COOKIE-BASED DEVICE GRAPHS ASSIGN USERS TO DEVICES AND DEVICES TO HOUSEHOLDS
• CURRENT MEASUREMENT TOOLS NOT BUILT FOR OTT

28. VIEW TO 80MM+ US OTT HOUSEHOLDS AND 96% OF ALL AD-VIEWING HOUSEHOLDS
Audience-based targeting, ID resolution, measurement & privacy compliance across OTT

29. Rebecca
IP
222.58.1.10
NYC
Becky
Device ID:
555.678-41
2
Michael
PS4: User Agent
Michelle
Cookie: 121205FD4
Macbook
Alex
User
Agent
Apple TV
SIGNALS & DATA SOURCES
• OTT App Usage
• Campaign Exposure
• Time Series
• Cookie
• Device ID
• IP Address
• User Agent
• Registered User ID
91%+ MATCH RATE DRIVES SCALE AND ACCURACY
HHID 123456abcdef
A patented method to map OTT devices to the correct anonymized households

30. Scale
OTT Household Graph
96% of all ad viewing OTT HH
CompletenessAccuracy
Patented Graph Methodology
Anchored by CTV devices
Captures All Connected
Devices
1 2 3
WITH SIZE & FIDELITY, CAV SERVES AS THE TRUTH SET FOR OTT MEASUREMENT
3 reasons why Tru Optik's deterministic approach is better.

32. Traditionally TV centric
Eroding ratings
Increasing CPMs
Seeking Millennials & Gen Z
Digitally native
Budget conscious
Performance focused

33. Guaranteed IOs Data Driven Programmatic
Two ways to buy OTT

34. Two ways to buy OTT
Guaranteed IOs
•
•
•
•
•
•
Data Driven Programmatic
•
•
•
•
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35. Two ways to buy OTT
Data Driven Programmatic

36. Cross Device Graphing to Enable Digital CTV
We Tap Into a Global
Graph of Cross Device Graphs
Mapped to
To Connect TV Screens,
to Cookies and Device IDs.
Enabling:
Data Targeting Frequency Control Attribution
Across all screens.
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37. Site Visitors CRM Lists Location Purchase Behavior Demographics App Usage

38. Buy Intent: Educational
Books & Toys
Past Purchases:
Educational Toys
Kids Aged 3-5 in HH
Shopping for Baby Registry
Baby Toys
New Parents
Families w/ Kids 5-12 Purchase BehaviorBabies & Toddlers 1st
Party Data
Site Retargeting
Email Lists
Trade Desk LALs
Online Toy Buyers
Buy Buy Baby
Carters
Pottery Barn Kids
Cross-Shopping
Kids Aged 5-10 in HH
Discovery Family Viewers
Nick & Nick Jr. Viewers
In-Market: Children’s Toys

39. Auto
▪ New
▪ Used
▪ Small
▪ Midsize
▪ SUV/Crossover
▪ Pickup/Utility
▪ Hybrid/Electric
▪ Van/Minivan
Demo
▪ Age
▪ Education
▪ Ethnicity
▪ HH Income
▪ Homeowners
▪ Home Value
▪ Marital Status
▪ Presence of Kids
Entertainment
▪ Gamers
▪ TV Watchers
▪ Audiophiles
▪ Sports Enthusiasts
▪ Digital Video
Watchers
Financial Services
▪ Home/Life
Insurance
▪ Health Insurance
▪ Investors
Political
▪ Democrat
▪ Republican
▪ Undecided
Telecom
▪ Mobile Services &
Devices
▪ TV and Internet
Service Providers
Travel
▪ Domestic
▪ International
▪ Cruise
▪ Online travel
planners
▪ Travel Enthusiasts
Restaurants
▪ Quick-Serve
Restaurants (QSRs)
▪ Restaurants
Sit-Down
Retail/Shopping
▪ Beauty Shopper
▪ Electronics Shopper
▪ Tech Shopper
▪ Garden Shoppers
▪ Home Improvement
Shoppers
▪ Online Shoppers
More than 14,000 segments available

40. $574K
Spend
18.5M
Impressions
13.5M
Completed
Views
59K
Site Visits
8.1K
Purchases
Programmatic
Guaranteed $214K 6.2M 3.7M 29.7K
$345K 12.3M 9.8M 29.3K 7,680
Percent to Goal 95% 86%
1,400
SAMPLE

41. Display Ads

42. Other

43. Household Reach,
Impressions &
Frequency In-Target Reach
Reporting
HH Device
Category
HH by Publisher & Platform
HH Device Type
INSTANT INSIGHTS INTO OTT CAMPAIGN REACH & FREQUENCY AND VALID TRAFFIC
Plus:
• Direct & Programmatic
• Hundreds of publishers
• Dozens of platforms &
devices
Comprehensive deduplicated OTT campaign measurement

44. Customized
Segments
In Target HH Reach
&
Impressions In Target Frequency
INCREASE EFFECTIVENESS & EFFICIENCIES WITH CUSTOM AUDIENCE MEASUREMENT
Create customized reporting into each campaign audience

45. Closed-Loop Measurement
1. Hypothesis: OTT is an effective Performance Marketing channel
○ Method: Segment audiences with 3P data and site retargeting. Use the DSP pixel to measure post-OTT exposure site visitation /
conversions
○ Needs: DSP pixel placed on the site & DCM tracking on Mobile & Desktop ads (if applicable - not required)
2. Hypothesis: OTT is an effective channel to acquire customers
○ Method: Suppress existing customers / site visitors from the campaign. Use the DSP pixel to measure post-OTT exposure site visitation /
conversions - all of which will be from first time customers
○ Needs: Time for the pixel to populate audiences once its placed on the site, OR CRM list for suppression
3. Hypothesis: Adding OTT to the existing media mix makes the overall mix work harder
○ Method: Geo test and control groups. Select like-DMAs by existing business. Run OTT in the test group and compare any lift
○ Needs: Collaboration on market selection
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53. THE LEADER IN OTT
▪ DATA
▪ MEASUREMENT
▪ PRIVACY COMPLIANCE
May 2020

54. Jesse Math Richard Kosinski

55. tinuiti.com/content/

56. KNOWLEDGE IS POWER
Tru Optik’s Streaming Media Advertising Guide – a bible to the category.
Download today:
www.truoptik.com