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How Addressable Video Content Delivery Will Change the Game for Advertisers

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How Addressable Video Content Delivery Will Change the Game for Advertisers

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Experts from HBO, Merkle, and B&C share what you need to know to compete in the new world of advertising five years from now.

Experts from HBO, Merkle, and B&C share what you need to know to compete in the new world of advertising five years from now.

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How Addressable Video Content Delivery Will Change the Game for Advertisers

  1. 1. How Addressable Video Content Delivery Will Change the Game for M&E Advertisers August 22, 2017
  2. 2. Agenda • Introductions • About HBO & Merkle • Changing media consumption • Marketers are responding to this change • What this means for M&E marketers • How to prepare yourself for the disruption
  3. 3. © 2017 Merkle. All Rights Reserved. Confidential Diana Pessin VP, Digital Media & Acquisition HBO Today’s Speakers Andy Fisher Chief Analytics Officer Merkle Matt Naeger SVP, Client Partner Merkle
  4. 4. © 2017 Merkle. All Rights Reserved. Confidential Home Box Office, Inc. is the premium television programming subsidiary of Time Warner Inc. and the world's most successful pay TV service, providing two television services -- HBO and Cinemax -- to approximately 127 million subscribers worldwide.
  5. 5. Merkle Our Work Data-Driven, Technology-Enabled Performance Marketing Our Services Strategy | Analytics | Technology | Data | Creative | Media | Loyalty Our Value Acquiring, Retaining & Maximizing The Value Of Your Most Profitable Customers Our Differentiation Our heritage in data, technology and analytics gives us the ability to gain unique insights that when combined with our strength in performance media, fuels our ability to develop and execute addressable experiences that drive customer engagement, loyalty and shareholder value. Our Passion Helping the best brands in the world create competitive advantage through people-based marketing. Watch the full presentation at merkleinc.com
  6. 6. © 2017 Merkle. All Rights Reserved. Confidential By 2018, 191.4 million US Internet users will access the Internet via connected TV devices - eMarketer
  7. 7. © 2017 Merkle. All Rights Reserved. Confidential OTT advertising projected to represent half of all TV ad revenue by 2020 - Diffusion Group
  8. 8. © 2017 Merkle. All Rights Reserved. Confidential8 Generational habit shift Watch the full presentation at merkleinc.com
  9. 9. © 2017 Merkle. All Rights Reserved. Confidential9 Device growth Watch the full presentation at merkleinc.com
  10. 10. © 2017 Merkle. All Rights Reserved. Confidential10 Six things M&E marketers need to do now Get to know the customer Get direct access to the customer Dive into the data Pursue the long tail Optimize campaigns using scoring systems Better leverage social 1 2 3 4 5 6 Watch the full presentation at merkleinc.com
  11. 11. © 2017 Merkle. All Rights Reserved. Confidential11 How the linear media advertising model will change over the next five years • Time spent consuming entertainment content is rising, but the platform is shifting • New platforms have greater ability for one to one message delivery • Time shifting is limiting the number of available ad impressions
  12. 12. © 2017 Merkle. All Rights Reserved. Confidential12 Addressable TV is scaling Con’s Pro’s Addressable Measurable Clean Expensive Scale Complicated Watch the full presentation at merkleinc.com
  13. 13. © 2017 Merkle. All Rights Reserved. Confidential13 Content delivery models are changing Certain audiences are now much harder and more expensive to reach with any kind of frequency • But some can be reached on ATV/in OTT • And they can be reached with digital Ad free Some ads Model being determined Watch the full presentation at merkleinc.com
  14. 14. © 2017 Merkle. All Rights Reserved. Confidential14 Consumers of content want more from their ads Watch the full presentation at merkleinc.com
  15. 15. © 2017 Merkle. All Rights Reserved. Confidential15 Marketers are acquiring distribution and data Watch the full presentation at merkleinc.com
  16. 16. © 2017 Merkle. All Rights Reserved. Confidential16 M&E marketers adapting to the world of direct marketing “Conversion” Data • Can be hard (esp. in film) • Many need proxies People Based Marketing Advertising & CRM Merging Unified View of CustomerBuild, Partner or Buy • Programmatic in house? • Ad-tech stack ownership? • DMP strategy? Capturing Results Anonymous: Cookies, Device ID, Panels PII: Name & Address, Email, Phone Number Agencies Consultancies Platforms Measurement & Optimization Normative Database Watch the full presentation at merkleinc.com
  17. 17. © 2017 Merkle. All Rights Reserved. Confidential17 The game plan – how to prepare your company for this change • Start talking about people not GRP’s – Effective Reach • Make data a center point of your marketing strategy moving forward • How to get it • How to manage it • Where to use it • Take small steps • Set the stage that this is an evolving space and that it will change many times over the next five years, just like Digital has • Sell being the first in your competitive set to do this and the competitive advantage you will have Watch the full presentation at merkleinc.com
  18. 18. © 2017 Merkle. All Rights Reserved. Confidential18© 2017 Merkle. All Rights Reserved. Confidential Q&A WITH
  19. 19. © 2017 Merkle. All Rights Reserved. Confidential19 © 2017 Merkle. All Rights Reserved. Confidential19 Tools for Digital Performance Marketing in the OTT Age White paper available at www.merkleinc.com/whitepapers Media & Entertainment Exchange Thursday, October 19, Google Office, NYC Visit www.merkleinc.com/events to request an invite The M1™ Platform: The Future of Audience Targeting & Addressable Marketing Has Arrived Thursday, September 21, 1pm ET Visit www.merkleinc.com/webinars to register WHITEPAPER, EVENTS & WEBINARS
  20. 20. © 2017 Merkle. All Rights Reserved. Confidential20 Thank you!

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