2. Advertising Will be the OTT Revolution’s
“New Front” in 2017
OTT Marketing Cloud
Tru Optik DMP and OTT Data Marketplace
Tru Optik Activation
Tru Optik Analytics
Tru Optik Cross-Screen Validation
Tru Optik Attribution
Tru Optik Open Network Measurement
2016 Thought Leadership Highlights
Canceled (and Undervalued) TV Shows
Thrive on OTT
Case Study: Subscriber Acquisition
The New Golden Age of TV ... Advertising?
Top 5 OTT Audience Acquisition Mistakes
This OTT Measurement Source Is No House
of Cards
1
3
6
9
10
11
13
15
20
21
23
24
26
29
TABLE
CONTENTS
OF
3. 1
NewFronts, the annual digital advertising bazaar, will undoubtedly be a little extra festive this year,
with digital ad spending having surpassed TV for the first time in 2016. Ironically, digital “over-the-top”
TV (aka OTT) is not yet a fully-credentialed participant in the digital ad space, despite its promise as a
“best of both worlds” advertising medium, blending 1-1 digital-style targeting with high-engagement
content.
Even accounting for TV’s relatively late arrival to the digital party (versus other media) and the popular-
ity of ad-free services like Netflix, the OTT ad market is underdeveloped, comprising barely 2% of TV
ad spend.
That’s poised to change in a big way this year. Media buyers are pressuring publishers and distributors
to free up inventory and remove structural barriers to large-scale OTT ad buys. Tru Optik’s OTT Mar-
keting Cloud will be another key enabler, clearing longstanding measurement, targeting and attribu-
tion hurdles that have slowed the march of the OTT ad market.
On the consumer, content, and distribution fronts, the OTT Revolution is well underway, and will
continue to surge ahead in 2017:
In response to these trends, broadcast and cable channels are aggressively rolling out OTT services,
many of which are essentially digital versions of their linear channels – a straight-up distribution play
that covers their digital flanks even if it speeds up the erosion of linear TV audiences.
Advertisers also see what’s coming. Traditional TV will retain value as a reach vehicle, but with declin-
ing audiences and increasing CPM’s, the value equation eventually won’t add up. That’s why
media-buying heavyweights like GroupM Chairman Irwin Gotlieb are leaning on the television industry
to “start delivering the goods that technology now allows TV to provide.” According to Jonathan
Bokor, SVP of Advanced Media at Mediavest/Spark, “the entire TV market will eventually be OTT
advertising.”
Buy-side pressure is one key to opening up the OTT ad market.
Over 60% of US homes now have Connected TV (CTV) devices that stream over-the-top TV to
at-home television screens. CTV penetration has more than doubled in the last 3 years.
“TV everywhere” is an important aspect of OTT, but make no mistake that the OTT revolution is
being fought mainly in your living room. Two-thirds of OTT view time is via CTV, and most
desktop and mobile OTT consumption also happens in the home. This is a land grab, and it’s
just a matter of time until OTT TV becomes simply “TV”.
By the middle of this year, over 40% of Millennial TV viewing will be via OTT. OTT already
accounts for the majority of scripted TV consumption among 18 to 34 year olds.
With some of the best new scripted shows and increasing availability of sports and other live
programming, OTT will continue to expand its viewer base and share of TV view time.
Advertising Will be the OTT Revolution’s “New Front” in 2017
4. The other is upgrading digital ad technology and media measurement so that OTT can deliver on its
promise of precision, audience-based TV targeting and performance tracking. Two forces have con-
spired to keep OTT from fully realizing its potential to transform television advertising:
Legacy targeting systems – Those Connected TV devices that account for two thirds of OTT view time
do not accept cookies and do not have unique device IDs. That puts them beyond the reach of legacy
digital ad targeting technologies, which are built around cookies and device IDs.
Legacy measurement systems – The measurement establishment’s response to OTT has been to dou-
ble-down on old-school panel-based approaches, which lack the scale and immediacy required for
granular targeting and audience validation. Software development kits (SDKs) are an option, but with
OTT publishers having to configure their apps to a dozen or more CTV platforms, installation and
upkeep of high-maintenance SDKs is a non-starter.
Tru Optik’s humble contribution to the OTT Revolution is The OTT Marketing Cloud, a measurement,
segmentation, activation, and attribution platform built for OTT that works across the entire OTT
ecosystem, including CTV - without the need for cookies, device IDs, or an SDK. Advertisers can now
execute precision-targeted cross-screen OTT campaigns by combining Tru Optik’s advanced peo-
ple-based targeting capabilities with demographic, lifestyle, and purchase information sourced from
more than a dozen leading data providers.
On the sell side, The OTT Marketing Cloud supercharges first party viewer data allowing publishers to
create granular audience segments that meet advertiser criteria, and to de-dupe audiences across
screens. This clears a path for sellers to deliver the holistic, consumer-based solutions OTT ad buyers
seek. Innovative tracking technology powers census-level audience measurement and campaign analy-
sis, while reducing install and maintenance time by 80% versus SDKs.
The OTT Marketing Cloud is where marketers and media companies can go to do TV advertising with
digital precision, which has been OTT’s promise all along. So if you’re looking for the heavy action in
the OTT Revolution this year, come join Tru Optik on the front line.
2
Andre Swanston, CEO
6. 4
Data Management
Marketing Attribution
Audience Measurement
Campaign Activation
OTT MARKETING CLOUD
The way the world consumes media has
evolved. Reliance on linear TV, broadcast
radio and desktop web has rapidly shift-
ed to an even more fragmented OTT
ecosystem where Millennials have shown
themselves to be foreshadowers, not
outliers. This means advertisers, publish-
ers and brands must adapt or be left
behind. Unfortunately, the leading pro-
viders in ad targeting, data manage-
ment, and measurement have been slow
to react to this nexus of forces and are
still playing catch up to the dramatic shift
in audience and consumer behavior.
The OTT Marketing Cloud is the first post
cookie, post SDK programmatic marketing
platform. In 2017 you can keep waiting for
your legacy vendors/solutions to catch up
to your audience, or you can immediately
fill your capability gaps across OTT.
The OTT Marketing Cloud powered by Tru
Optik is an integrated data management,
campaign activation, audience measure-
ment, and marketing attribution platform
designed to empower media companies,
publishers, and advertisers with the ability
to better monetize audiences and engage
their target consumers across OTT and
Connected TV.
7. Make Our Unfair Advantage
Your Unfair Advantage
Tru Optik stands at the forefront of data, technology and focus when it comes to OTT. Many
of the most progressive and forward looking media companies, brands and agencies are
already leveraging Tru Optik capabilities across their OTT strategy. The OTT Marketing
Cloud is the evolution and organization of our battle tested solutions and capabilities into
one seamless offering that can stand alone or be integrated into your existing vendor stack
or internal capabilities.
We welcome you to join us on the front lines of the OTT revolution!
ACTIVATION ATTRIBUTIONO T T D A T A
MARKETPLACE
DMP ANALYTICS CAV
C R O S S - S C R E E N
A U D I E N C E VA L I D AT I O N
5
8. 2
TRU OPTIK DMP
OTT DATA MARKETPLACE
&
R
Name: Jhon B
Job: Graphic D
Name: Jhon B
Job: Graphic D
Name: Jhon B
Job: Graphic D
M A K I N G T H I R D P A R T Y
AND FIRST PARTY DATA AC T I O N A B L E AC R O S S
CONNECTED TV
6
9. 2
Legacy data management platforms require pub -
lisher and media companies to build off of cumber-
some SDKs (software development kits) that are im-
practical at best across the fragmented OTT and CTV
ecosystem. These older solutions also rely on third
party data in the form of cookies and devices IDs in
order to create actionable audience and consumer
segments that can be used for digital marketing
campaigns. However, cookies and device IDs are
not prevalent across OTT.
As a result both advertisers and publishers have
party data needed to fully take advantage of the
people based marketing opportunity of OTT.
INTRODUCTION
A B O U T T R U O P T I K O T T D ATA M A R K E T P L A C E
and more
7
In order to solve this massive roadblock
Tru Optik has launched the first cookie-less, SDK
free data management platform.
The OTT Data Marketplace provides access
to branded segments from a broad range of
leading behavioral, demographic, and pur-
chase data partnerships including:
This means
advertisers can finally leverage branded data
from leading third party vendors, as well as
their valuable first party data assets across both
direct and programmatic OTT/CTV campaigns.
10. 2
Third Party behavioral, demographic,
consumer intent and purchase data
across all channels including CTV (Roku,
Fire TV, Xbox, etc.)
1 Easy access and utilization of
a brand’s first party data for
CTV campaigns2
Increased privacy compliance by
providing the ability to opt out entire
households from interest-based
targeting
3
Cross-device campaign manage-
ment and optimization as well as
cross-device attribution at the
household level
4
POWERSTHE TRU OPTIK DMP
Email dmp@truoptik.com to request the full partner info kit with information on all of our
partners or to setup a meeting with a member of our team.
8
11. A C T I V A T I O N
R
DATA DRIVEN AUDIENCE TARGETING
HOW WE CAN TARGET YOUR AUDIENCE
The OTT Marketing Cloud leverages an integrated demand side platform (DSP) connected to the
leading private marketplace and open exchange OTT/CTV inventory. Build, manage, execute, opti-
mize and measure cross-device campaigns leveraging all the power of the Tru Optik DMP and OTT
Data Marketplace. Many of the leading media companies, agencies, and brand marketers have
already leveraged Tru Optik Activation to develop OTT media plans, leverage first party data, and
build custom segments from third party audience data across all screens.
Leverage Tru Optik Activation to reach your target audiences and consumers across premium
publishers and content on the most popular OTT/CTV devices
DEMOGRAPHICS BEHAVIORAL LOCATION CONTEXTUAL TAG/KEYWORD
INTEGRATED DATA DEVICE/MANUFACTURER MULTI-CHANNEL
9
and more!
12. De-dupe audience across OTT screens
Reduce install time by 80% vs. SDKs
Enable in-depth audience profiling to enhance inventory yield
Perhaps the most basic advertiser question about a TV platform or program is “How large is the
audience?” Yet it’s a question most OTT publishers can’t answer today because legacy TV
measurement solutions are simply not up to the task:
Panel-based TV measurement systems lack the scale to reliably project OTT
audiences in the vast majority of cases.
Software development kits (SDKs) are an option, but not a practical one considering that
two-thirds of OTT view time occurs via Connected TV (CTV) devices that stream OTT content
to at-home TV screens. Configuring high-maintenance SDKs to the wide variety of streaming
media players, smart TVs, and gaming consoles that power CTV is a non-starter for OTT
publishers.
TRU OPTIK AUDIENCE ANALYTICS
Tru Optik Analytics
Tru Optik Analytics uses a revolutionary measurement approach to capture census-level,
moment-by-moment OTT viewing behavior across devices, including CTV. Advanced Household
Graph™ capabilities use anonymous identifiers to sync viewing across desktop, mobile, and CTV
devices at the household level.
This allows Tru Optik to deliver de-duped “total audience” across your OTT platform, including
total viewers, total views, view time, days, dayparts, and DMA breaks. Our user-friendly dashboard
powers in-depth analysis and reporting by title/episode, device, and time period.
Innovative technology eliminates cumbersome integra-
tion processes, reducing install and maintenance time
by 80% versus SDKs.
Tru Optik Analytics is also fully linked to the OTT Data
Marketplace. Enrich your first party viewer data with
rich, household-level demographic, lifestyle, and pur-
chase data to create granular audience segments
tailored to advertiser specs.
10
Why go another day not knowing the true audience for your
OTT apps and programs? Call your Tru Optik Audience
Engineer at 203-816-8499 to find out more!
13. 11
Campaign validation has been a source of frustration for OTT advertisers. The big promise of OTT
advertising is bringing 1 – 1 digital-style targeting to the most influential household screen.
“Standard” digital audience validation techniques are unable to confirm delivery of that promise.
The only audience characteristics they confirm are wide ranging demographics, one of many
dimensions used to define OTT campaign targets.
Worse, current techniques can’t establish OTT campaign reach or frequency because Connected
TV (CTV), the most important and largest component of most OTT campaigns, can’t be synced to
desktop and mobile exposures at a consumer or household level.
Bottom line, applying legacy validation methods to OTT will “verify” reach and frequency for a
fraction of campaign impressions against a target that you didn’t buy.
Tru Optik CAV
(Cross-Screen Audience Validation)
The ONLY audience validation solution that works across OTT
Validate delivery against advanced audience characteristics (not just demos)
Consumer Target
Delivery Target
Moms of Newborns
???/???25%/10.0 27%/8.8
Media Plan Standard Validation Tru Optik CAV
Cross-Screen Audience Validation
Nielsen/Comscore
Reach/Frequency
?
14. 12
TRU OPTIK CAV
Introducing Tru Optik CAV (Cross-Screen Audience Validation), the only validation system that
authenticates OTT campaign delivery to complex targets and works across all screens, including
CTV.
Simply embed Tru Optik’s easy-install CAV tag on your ads. That will allow us to link your campaign
exposures to the comprehensive collection of purchase, intent, and lifestyle data that resides in
the Tru Optik OTT Marketing Cloud. Verify delivery against any combination of pre-defined seg-
ments that align with your target audience, or work with us to develop custom segments.
The CAV tag incorporates Tru Optik’s advanced Household Graph™ technology, so it verifies ad
exposure across all OTT screens including CTV, and allows exposures to be de-duped at the con-
sumer level (across devices). Now you can determine actual reach and frequency for OTT cam-
paigns.
Tru Optik CAV can be added to all campaigns executed via Tru Optik Activation in the OTT Mar-
keting Cloud.
If your campaign is not being activated through the OTT Marketing Cloud, you can still append the
CAV tag to your ads and validate your reach, frequency and in-target audience across both your
programmatic and publisher direct OTT campaigns.
Call your Tru Optik Audience Engineer at 203-816-8499 to find out more!
15. Available currently through:
Tap the industry’s only comprehensive OTT attribution
solution to evaluate any OTT campaign
The goal of attribution is to assess the value each element of a campaign contributes in bringing about
a desired consumer action, such as a website visit or a purchase. Attribution enables brands to increase
the efficiency of their ad spending, and over time can help smart marketers compile winning playbooks
for emerging media channels like OTT.
That makes attribution an important process – one that should be part of every OTT ad campaign.
There are many attribution approaches out there, ranging from the overly simple (e.g., ‘last click’) to the
exceedingly complex. Good attribution models are consistent with accepted principles about how
advertising works, are readily understood, and can be implemented in an actionable time frame.
Tru Optik’s attribution approach includes three features that have been conspicuously absent from OTT
attribution to date (and most other digital attribution), though they are essential to evaluating cam-
paign performance:
A prerequisite to understanding how well the different parts of an OTT campaign work is measuring all
the parts. That surely includes ads served on Connected TV (CTV) devices – streaming-media players,
game consoles, and smart TV’s – which account for two-thirds of OTT view time.
Because CTV devices are cookie-less and do not carry unique device IDs, CTV ad exposures cannot be
linked to exposures on other devices, external data sets, or subsequent actions using legacy tagging
and tracking methods.
Tru Optik has developed an integrated OTT tracking pixel that records ad exposures across desktop,
mobile, and CTV at the consumer level. We take a bottom-up approach to attribution that treats each
exposure to each consumer as a unique “event” defined by key campaign dimensions, such as creative
unit, device type, number of prior exposures, etc.
This allows Tru Optik to assess the performance of any campaign component by summing its “contribu-
tion” across consumers. Similarly, we can run the model for designated consumer segments to evaluate
alternative targeting strategies.
A T T R I B U T I O N
O T T C A M P A I G N
Captures All Devices
People-Based
R
13
16. Available currently through:
The ability to draw a straight line from ad exposure to consumer action is a signature strength of digital
advertising that is largely lacking in OTT.
Direct-response ads are popular across OTT. Since virtually no browsing or purchasing occurs on CTV
devices, connecting CTV exposures to subsequent desktop and mobile activity is essential for direct-
response attribution. Advertisers can establish this vital link by installing Tru Optik’s pixel on their ad
units, even for campaigns not running through Tru Optik’s OTT Marketing Cloud.
For campaigns designed to drive offline behaviors, Tru Optik’s network of data partners facilitates direct
links between OTT ad exposure and user actions across the purchase funnel from retail-location visits
to purchase for a wide range of products and industries.
Tru Optik is the only company whose OTT attribution approach captures activity on all devices, is
people-based, and directly ties ad exposure to subsequent behavior. Absent any of these features, OTT
attribution will yield results that are fuzzy and incomplete, if not just plain wrong.
Our proximity-weighted attribution model is wonky enough to consider cumulative exposures and
nearness to conversion when doling out credit to different campaign components, but simple enough
to explain to your CMO or even a smart 5th grader.
Even if you’re not using Tru Optik for measure-
ment, targeting, or activation, you can still tap
our best-in-class OTT attribution solution – just
tag your campaign with our easy-to-install track-
ing pixel.
Direct Attribution
Tru Optik Attribution Model
14
17. 15
OPEN NETWORK
RT U O TIKP
MEASUREMENT
CLOSE MEASUREMENT GAPS-ANTICIPATE OTT DEMAND
R
18. TRU OPTIK MEASUREMENT SOLUTIONS
This is organized to form the world’s largest set of
media consumption data, broad enough to capture
fringe behaviors that signal emerging trends and
deep enough to power highly granular analysis of
consumers, content, and geographies.
Tru Optik also offers a range of custom analytics
and reporting, including cross-media consump-
tion and affinity analyses.
Tru Optik allows media and entertainment companies to identify emerging
trends, and to anticipate digital demand for properties of interest
Tru Optik data collection is fully passive - we do not rely on cookies, panels,
or hidden software
Tru Optik closes the largest gaps in Audience Measurement
TV
MOVIES
MUSIC
VIDEO GAMES
SOFTWARE
.
Media consumption on open networks is not influenced by distribution, release timing, or pricing
inefficiencies, which makes open networks a unique, often leading indicator of underlying consumer
demand for content - especially among millennials and other progressive media consumers.
MILLION CONSUMERS will access media on
open networks this year. That makes open networks the
entertainment channel, accounting for more downloads and streams
world’s largest
of professional content than iTunes and Netflix combined.
500 +
Active Monthly Users
1.6B
500M
250M
320M
200M
82M
9M
Far more consumers watch movies on
open networks than in theatres
2.3B 5.2B
TV
Open network consumers outnumber
users of most digital platforms
Sources: Quantcast, tvseriesfinale.com, boxofficemojo.com, Tru Optik
Movie
tickets
sold
Open network
Movie
streams/
downloads
Tru Optik passively measures open network con-
sumption behavior at the census- level in 150+
countries worldwide. We continuously track activi-
ty for the 5 major media categories: TV, Movies,
Music, Video Games, and Software across Desk-
top and Mobile.
Open networks are the
largest single source of
non-linear TV
16
19. Tru Optik data and insights are used to strengthen content monetization
strategies and increase understanding of audience demand
Discovering Trends
Identifying trends in content consumption
both domestically and internationally to help
inform production, distribution, licensing and
content-acquisition strategies
Understanding Total Audience
Filling in the largest gap in audience measure-
ment to better understand viewer demand and
to fully monetize brand placement/other
embedded sponsorships
Revealing Cross-Media Affinities
Discovering new promotional pathways and
monetization opportunities by understanding
the cross-media preferences of existing and
prospective audiences
Optimizing Tactics
Revising scheduling, promotion, and distribution
tactics for specific properties by uncovering
hidden pockets of demand
Assessing Competition
Evaluating demand for competitive content,
including original content from Netflix,
Amazon, Hulu, and other OTT networks
Predicting OTT Demand
Fully valuing content by understanding digital
demand before negotiating OTT/SVOD
licenses (Linear TV ratings and other traditional
media metrics often do not correlate with “on
demand” performance)
Dashboard:
Our web-based Dashboard packs data visual-
ization and reporting capabilities into a
user-friendly frame that supports everyday
analyses and delivers presentation-ready
charts and graphs.
Additional delivery options include
Excel-based reports, .csv files, and data export.
include both a robust API and an intuitive
interface.
API:
-
Audience Measurement Solutions
Here are some specific ways media and entertainment companies are leveraging Tru Optik’s measurement
solutions:
Tru Optik
Tru Optik’s Rest API provides access to real-
time and historical open network measure-
ment data with the flexibility and muscle
to enable researchers, data scientists, and
other power users to perform deep analyt-
ics and database integrations.
17
20. R
METRICS
Views,
Share of Views
Unique Households,
Views per Unique
Households
TIME PERIODS
Years
Quarters
Months
Day/Time of Day/Dayparts
Custom Time Periods
GEOGRAPHY
Global
.COM
Country
City/Metro Area
DMA (US)
Zip+4 (US)
Custom Geographies and
Geographical Heat Maps
CONTENT DETAIL
Media Category
Genre (TV, Movies, Music, Games)
App Type (Software)
Title
Season/Episode (TV)
Version (Music, Games, Software)
Company (TV Network, Movie Studio, Music Label,
Game/Software Manufacturer)
Language/Subtitles
File Quality (1080p, 4k, Blu Ray, etc.)
DELIVERY OPTIONS
API
Web-Based Dashboard
Excel Reports/.CSV Files
Data Export
TO LEARN MORE
R
18
21. Top 10 Countries - Total Streams Top 10 Countries - Streams Per Capita
Unique IP’s/HH's Nearly 1MM (0.969MM)
Streams Nearly 3MM (2.997MM)
Average Streams/Episodes per HH 3.09
2. China
3. United States
4. Poland
5. United Kingdom
6. Australia
7. France
8. Greece
9. Netherlands
10. Canada
1. India
2. Netherlands
3. Israel
4. Australia
5. Sweden
6. Poland
7. Belgium
8. Portugal
9. Canada
10. United Kingdom
1. Greece
51%
of global sharing
Top 10 countries
accounted for
74% of global sharing
Top 25 countries accounted for
19
"In 2017 publishers, TV
networks, and agencies that
can't leverage people based
data across OTT and Connected
TV are dead on arrival when it
comes to engaging millennials,
multi-cultural consumers, and
households with children. So this
is pretty much a make or break
year for a lot of people."
- Andre Swanston
CEO, Tru Optik
22. 20
2 0 1 6
THOUGHT LEADERSHIP
H I G H L I G H T S
Featured Op-Eds, Case Studies and Blog Posts
23. With Halloween just having passed,
it seems an appropriate time for
media and entertainment executives
to take note that the ghosts of many a
canceled TV program are alive and well
on OTT. Tru Optik recently investi-
gated the relationship between linear TV
ratings and OTT (over-the-top) demand
for TV titles. The conclusion – at first
surprising – is that there is virtually no
correlation between linear TV ratings*
and OTT demand for TV titles. Some
of the highest-rated programs generate
tepid OTT demand, while more than a
few ratings laggards light it up in digital
on-demand environments.
* based on Nielsen “Live + 7” ratings, which reflect live viewing and DVR
viewing within 7 days of initial airing
As OTT viewing becomes more
prevalent (over one third of Millen-
nial TV viewing is OTT), networks and
studios accustomed to making program-
ming decisions on Nielsen ratings risk
canceling shows that have strong digital/
streaming followings. Shows that aren’t
canceled outright can be dramatically
undervalued.
A lack of reliable, granular OTT TV
performance data creates inequities in
the $15 billion OTT content-licensing
market. OTT providers like Netflix and
Amazon know how existing programs
perform on their platforms, but are fa-
mously reluctant to share that data. To
date, networks and studios have been
eager to take the found money from
digital licensing, in some cases giving
away Top 10 streaming hits by valuing
them against their linear ratings.
Can TV executives really go all that
wrong by basing content decisions on
traditional ratings data or wobbly panel-
based OTT audience measurements?
Earlier this year, CBS chief Les Moonves
echoed the sentiments of the industry
by declaring OTT the future of televi-
sion. However, a look at some recently
canceled major network shows suggests
traditional performance measures still
drive programming decisions, with a
number of standout OTT hits getting the
axe (see table below).
The CW has canceled just two shows
thus far in the current season, Beauty &
the Beast and Containment. The CW is
the network with the most active shows
that shine on OTT despite middling
By: David Wiesenfeld, OTT Executive Magazine, Fall 2016
David Wiesenfeld is the Chief Strategist at
Tru Optik, responsible for aligning Tru Optik’s
services and deliverables with marketplace
needs. David has over 20 years experience
in consulting, strategy development, and
digital media with both brand advertisers
and service providers.
Recently Cancelled Major Network Shows
1”Live + 7” average episode ratings for given year expressed as a decile to facilitate comparison with OTT performance. A decile ranking of 1 means the program’s
ratings were in the top 10% among all major network programs.
2 Number of views on open OTT networks for given year expressed as a decile to facilitate comparison with linear TV performance. Open OTT networks are noncommercial
platforms that account for the majority of OTT viewing, and are indicative of performance on commercial OTT platforms. A decile ranking of 1 means the
number of OTT views fell in the top 10% among all major network programs.
Canceled (and Undervalued) TV Shows Thrive on OTT
R
21
24. R
-
-
passive
its own
audience. Successful
“watch-
linear ratings. Arrow, The Flash, and Su
pernatural fall in the bottom half of Big
5 network shows when it comes to linear
TV audience size, yet each of those pro
grams is consistently among the 20 most
in-demand shows on OTT.
Why do linear TV ratings and OTT
demand often diverge for the same titles?
The answer has mainly to do with the
different dynamics of linear TV viewing
and on-demand TV viewing. Linear TV
viewing is on the whole a more
activity. Time slots, lead-ins, and viewer
habits can have a strong influence on
audience size.
In a digital on-demand environment,
content is more dependent on
merits to draw an
linear TV programs need only be
able.” Successful OTT programs need to
be shows you want to watch.
Ironically, the very qualities that
make programs successful on OTT can
work against their linear ratings. Viewers
may prefer to enjoy these programs at
a time of their choosing, when they are
in the mindset to fully engage with the
content, and can watch multiple episodes
back-to-back if they wish.
If the future of TV is OTT, as so many
believe, understanding OTT viewing
behaviors and properly valuing content
in an OTT environment will be among
the success markers for media compa-
nies that thrive in that future. Accessing
valid OTT audience data is an important
step organizations can take right now
to glimpse that future and confidently
embrace it.
“The Flash” fell in the bottom half of major network ratings,
but is among the top 20 in-demand OTT shows.
22
25. Background:
YipTV is a live internet-based TV platform, which provides 100 + international channels
focusing on Latin American news, sports, and entertainment.
Opportunity:
In this new multi-channel, multi-platform OTT environment, the ability to
efficiently acquire and retain viewers/subscribers is paramount to success.
YipTV chose to leverage Tru Optik’s OTT Marketing Cloud to drive cross
platform subscriber-acquisition.
Solution:
Tru Optik was able to target “Cord Cutters”, “Sports Fanatics”, “Hispanic
Interest”and bilingual consumers, across all OTT screens (desktop, mobile, CTV),
bringing an unprecedented combination of precision and scale to YipTV’s subscrib-
er-acquisition efforts.
Results:
R
TRU OPTIK INCREASES
YipTVSUBSCRIBER ACQUISITION FOR
TRU OPTIK GENERATED 9X MORE REVENUE PER CONVERSION THAN FACEBOOK
*Facebook and Instagram $’s per conversion
*Facebook
Tru Optik 8.97x
x
Cost per acquisition
more than 60% below
benchmark levels for
over-the-top (OTT)
television services
9XPremium
Sign up
Tru Optik audience
9x more likely to sign
up for premium paid
subscription
Maximized Cam-
paign ROI: Year I
revenues from Tru
Optik campaign
projected to be
2X campaign costs
1.5XCTR
CTR 1.5x above
average industry
norm*
*Based on average
“consumer services” CTR
per Google Display
Network
23
26. The New Golden Age of TV ... Advertising?
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by David Wiesenfeld, Chief Strategist, Tru Optik; Thursday, December 8, 2016 9:00 AM, MediaPost
In contrast to what many believe, Millennials are not averse to all advertising – just advertising that
is irrelevant, intrusive or irritating. What sets Millennials apart is their ability and willingness to literal-
ly avoid ads using technology like ad blockers, and disproportionately accessing entertainment on
ad-free platforms ranging from on-demand subscription services to file-sharing networks.
With television -- the king of all advertising media -- in the midst of a transformation to digital "over
the top" (OTT) delivery, improving the advertising experience is becoming a mandate.
Encouragement can be found in the fact that Millennials will accept advertising that is relevant and
“in context,” and are even known to seek out ads. Some of the most-watched videos on YouTube
are actually brand-sponsored content.
The message from Millennials is not that advertising is doomed – it’s that it needs to evolve. At the
most basic level, advertising needs to adapt its form and delivery to fit emerging technologies and
consumer behaviors.
While digital gives consumers unprecedented control over the viewing experience, it also gives
progressive publishers and advertisers the power to reach TV audiences in ways that are more
welcoming and effective.
What exactly can the industry do to boost ad receptivity among Millennials (and the rest of us)? Here
are three areas to focus on:
Get The Basics Right
No commercial is more irritating than the one served to you over and over and over again, a uniquely
digital scourge. A key culprit is digital advertising’s continued reliance on cookies and mobile IDs,
which target devices, not people.
With many consumers routinely using four or more digital devices, a video ad with a frequency cap
of 10 can come in on spec, despite having bombarded its carefully curated target with a lethal dose
of 40+ exposures. Millennials are most affected, as they have the greatest number of devices and
rely most on digital for news and entertainment.
People-based targeting is a ready antidote. Systems built from the ground up around consumers are
inherently “cross device” and are beginning to displace legacy approaches. In addition to improving
the user experience, people-based targeting dramatically improves campaign reach and efficiency.
Another deadly sin is the commercial that won’t render. In a recent survey, 73% of consumers cited
“poor delivery” as a reason for rejecting online ads. “Buffer rage” is for real -- the good news is that
like over-saturation, it is manageable. Adhering to IAB’s LEAN protocol, which provides technical
guidance to improve ad load times, is a great first step.
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27. R
Unlock the Power of Connected TV (CTV)
Who doesn’t have an Internet-enabled TV in their living room? CTV accounts for two thirds of OTT TV
viewing, and continues to gain share relative to desktop and mobile. CTV is a dream come true for
advertisers, blending 1-1 targeting and attribution with lean-back, big-screen viewing occasions.
Even better, CTV campaigns can be synced to other digital devices enabling retargeting and coordi-
nated messaging over time and across screens. That’s a win for advertisers as well as consumers,
whose ad experiences become more relevant and cohesive.
But your targeting system must be pure to realize the holy grail of CTV. Because CTV devices are cook-
ie-less and do not have unique IDs, people-based targeting is necessary to realize CTV’s promise of
precision-targeted TV ads and seamless cross-screen execution.
Other benefits of CTV advertising include high viewability and the freedom to “personalize” creative
based on a viewer's profile, location, and brand history.
Go Back to the Future of Advertising
Regardless of how beautifully they render, how perfectly they are targeted, or how riveting they may
be, stand-alone ads will not dominate OTT the way they dominated linear TV. Publishers and advertis-
ers need to consider alternative ad forms that are more tightly integrated with programming.
Product placement is a time-proven form of "native advertising” that is immune to channel fragmenta-
tion and ad-avoidance. CTV-compatible measurement solutions enable content owners and advertis-
ers to quantify product exposure and connect the dots to subsequent actions, including brand pur-
chase.
"Branded entertainment" is another old-school form of advertising well-suited to these multichannel,
ad-blocking times. Early television shows were often produced by brands in return for sponsorship
rights, a model that was abandoned when production costs ran too high.
These days, production-cost barriers have come down (think reality TV shows or some of the new
cable comedies), and linear TV CPM's are on the rise. Mix in program audiences that are both more
fragmented and more targetable, and it’s a recipe for a branded entertainment comeback.
Dramatically improved targeting, customization at scale, and new creative containers -- it just might
be the golden age of television … advertising.
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33. Top 10 Countries - Total Streams Top 10 Countries - Streams Per Capita
Unique IP’s/HH's Nearly 1MM (0.969MM)
Streams Nearly 3MM (2.997MM)
Average Streams/Episodes per HH 3.09
2. China
3. United States
4. Poland
5. United Kingdom
6. Australia
7. France
8. Greece
9. Netherlands
10. Canada
1. India
2. Netherlands
3. Israel
4. Australia
5. Sweden
6. Poland
7. Belgium
8. Portugal
9. Canada
10. United Kingdom
1. Greece
51%
of global sharing
Top 10 countries
accounted for
74% of global sharing
Top 25 countries accounted for
source of video entertainment in the 48 hours following its release
For most HoC viewers, the S4 release was their main
34. of HoC viewers
streamed a movie
18.3%13.4%
of HoC viewers
streamed another
TV show
MARCH 01 2016 - MARCH 07 2016
FAVORITIESFAVORITIES
BROWSERBROWSER
HOMEHOME
TV SHOW AFFINITY AMONG HOC VIEWERS - USA
HoC Viewers tend to favor quality SERIAL DRAMAS
with twisty plots or POLITICAL THEMES
measures downloads and streams of TV Titles on open OTT
networks, the largest source of global online streaming data for professionally
produced content
TRU DEMAND®
*
35. TM
2017
FrontsIN
April 6th 2017
Crosby Street Hotel NYC
www.infronts.org
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presenting sponsor
Professional long-form TV and Video consumption continues to experience
innovations in technologies and shifts in audience engagement patterns.
Marketers, media buyers and media companies are evolving to meet the chal-
lenges of measuring, understanding and reaching their audiences in this evolv-
ing ecosystem. Content and marketing expenditures across Connected TV (CTV),
Over-the-top (OTT) and Mobile platforms are growing exponentially and the
opportunities remain exciting for those who can anticipate and leverage them
using the best available and new-in-market solutions.
InFronts 2017 is a content, network and device agnostic forum for agencies,
brand marketers and media buyers. It offers them an opportunity to hear
thoughtful discussions and dig into advancements in audience targeting, mea-
surement and attribution that can be leveraged against their TV/Video spend.
R E Q U E S T A N I N V I T A T I O N
w w w . i n f r o n t s . o r g
Get information on sponsorship or speaking
opportunities
36. Tru Optik is a digital media intelligence company providing audience
insight and advertising solutions that empower brand marketers and
media companies to fully monetize audience and consumer demand.
Armed with the largest census-level measurement of global over-the-top
media consumption, Tru Optik’s proprietary data, advanced technology,
and unmatched focus make us the preferred partner of many of the world’s
largest media companies, brands, and agencies as they navigate the
millennial led shift to OTT.
422 Summer St, Stamford CT 06901
info@truoptik.com
203.816.8499
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