INTEGRATE West Virginia - Jon Lorenzini - TV to Digital Streaming

1. TV to Digital Streaming
How content consumption is changing the way brands invest & interact with people

2. Who’s this guy?
The only professional picture I have
Current Role
Google: Brand Measurement Lead focusing on
TV+YouTube reach for Large Customer Sales
North America
Previous Roles:
● Google: Analytical Lead - Food Beverage &
Restaurants Vertical
● Zenith Optimedia: Digital Analytics
Supervisor on General Mills
● Mediacom: Search Manager of Analytics
● MediaVest: Print Activation Associate for
Bristol-Myers Squibb

3. Agenda
● About Me
● Google’s Data
● Media Landscape
● Evolution of Consumer Choice
● Case Studies
● Summary

4. Let’s Talk About Google: Products with > 1 Billion
Users

5. Google as a Publisher
Company X
Product Marketing
Promotions Advertising
Traditional
Media
Digital Media
Google

6. Google as a Data Provider
Company X
Product Marketing
Promotions Advertising
Traditional
Media
Digital Media
Google
Category dynamics
Consumer behavior
Brand perception
Consumer interest
Market testing
Message testing

7. How do we define an insight?
d data data data data data data data data
data data data data data an insight is a
credible and novel finding tied to a clear so
what data data data data data data data
data data data data data data data data
data data data ata data data data data data

8. Brand and consumer intersections vary by
opportunity and intent
AWARENESS
Make people SEE
and REMEMBER
your brand
SEE
Examples:
Extra Reach
Viewability
Brand Lift (Upper Funnel)
MEASURE YOUR IMPACT

9. Brand and consumer intersections vary by
opportunity and intent
THINK
AWARENESS
Get people to
UNDERSTAND and
WANT your brand
Make people SEE
and REMEMBER
your brand
SEE
Examples:
Extra Reach
Viewability
Brand Lift (Upper Funnel)
Examples:
Brand Lift (Lower Funnel)
Google Trends
Google Consumer Surveys
MEASURE YOUR IMPACT
CONSIDERATION

10. Brand and consumer intersections vary by
opportunity and intent
THINK
AWARENESS
Get people to
UNDERSTAND and
WANT your brand
Make people SEE
and REMEMBER
your brand
SEE DO
Change people’s
BEHAVIOR and get
them to CONVERT
ACTION
Examples:
Extra Reach
Viewability
Brand Lift (Upper Funnel)
Examples:
Brand Lift (Lower Funnel)
Google Trends
Google Consumer Surveys
Examples:
Geo Experiments
Media Attribution
O2S Sales Lift
MEASURE YOUR IMPACT
CONSIDERATION

11. Brand and consumer intersections vary by
opportunity and intent
THINK
AWARENESS
Get people to
UNDERSTAND and
WANT your brand
Make people SEE
and REMEMBER
your brand
SEE DO
Change people’s
BEHAVIOR and get
them to CONVERT
ACTION
Examples:
Extra Reach
Viewability
Brand Lift (Upper Funnel)
Examples:
Brand Lift (Lower Funnel)
Google Trends
Google Consumer Surveys
Examples:
Geo Experiments
Media Attribution
O2S Sales Lift
LOYALTY
Drive people to
CONVERT OFTEN and
ADVOCATE your brand
Examples:
Advanced YT Analytics
Google Analytics (Site)
Customer Lifetime Value
MEASURE YOUR IMPACT
CONSIDERATION
CARE

12. Google Aligns tools to measure them
Extra Reach
Viewability
Online to
Store
Geo
Experiments
Media
Attribution
Google
Surveys
Google
Analytics
YouTube
Analytics
Customer
Lifetime
Value
Audience
Verification
Brand Lift
More commercial intent, Harder to measureLess commercial intent, Easier to measure
THINKSEE DO CARE
Customer Value
ILLUSTRATIVE

13. Google Search - An Intent Engine

14. Autocomplete - How People Feel

15. Autocomplete - How People Feel

16. Autocomplete - Brand Questions

17. Autocomplete - Category Questions

18. Google Trends - Map when interest spikes

19. Google Trends - Map when interest spikes
Vodka & hangover searches

21. How do we use this data?
● Inform creative
● Create products
● Test how it drives impact
● Understand regions where people are searching
● See related categories

22. Case Study: Fiber Fix

23. https://youtu.be/cHoVh0m95dQ?t=5m31s

24. Case Study: Fiber Fix

25. Case Study: Fiber Fix

26. Case Study: Fiber Fix

27. https://www.youtube.com/watch?v=haPvuhznuyI

32. TV to Streaming
giving users choice

33. Average Time spent per day by US adults 2011
TV Radio Print Digital Other
2011
0:00
1:00
2:00
3:00
4:00
5:00
6:00

34. TV Radio Print Digital Other
2011
2015
0:00
1:00
2:00
3:00
4:00
5:00
6:00
Average time spent per day by US adults shifts

35. Most growth in digital is mobile
TV Radio Print Digital Other
2011
2015
MD+L
D+L
M
0:00
1:00
2:00
3:00
4:00
5:00
6:00
150xper day
3:00

36. 40% of heaviest TV watchers consume 80%

37. 65+ is the only demo increasing TV watchtime
Weekly Time Spent by Demo, Q3 2012-2015

38. Across Demos YoY

39. Light TV Viewers are heavy video streamers

40. GRP Distribution for Adults 18+
Age TV YouTube
18-24 6% 25%
25-34 11% 28%
35-44 15% 22%
45-54 20% 13%
55-64 23% 7%
65+ 26% 5%

41. Case Studies

42. Behavioral Creative Screening
Creative 1
VTR CTR
VTR CTR
9.93% .88%
9.58% .55%
Use AdWords for Video + YouTube Analytics to determine the most effective ad

43. Brand Lift Screening
Creative 1
Use Brandlift + YouTube Analytics to determine the most effective ad

44. Brand Lift Creative Screening and Insights
Creative 1
Use Brand lift and GCS for contenxt of why an ad was effective of not

45. Another Creative Testing
Which creative performed best?
Do different creatives perform
differently against different demos?
Question(s)
Results
Teenage rebellion creative outperformed
others in the 18-24 demographic
Younger demographics had 2x the interaction
with the creative
Approach: Brand Lift Creative Screening
Sample campaign structure
Ad 1 18-24*
Ad 2 25+
Campaign Set-Up
14 day campaign
5 Ads x 2 Demos
Same spend vs. each Ad & Demo
Views
100K + Views per Spot
Key Metrics
Attention (VTR)
Completion by Quartile Average Watch Time
CTR
Social Actions
Audience Retention (Second by Second)
Ad Recall
Purchase Consideration

46. Summary
● Products are becoming diversifying over time
● Media consumption is “as we want it” and what we want
● Testing provides ways advertisers can understand who to
reach, how to reach them and when to reach them