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Webinar: Unleashing the Value of Programmatic TV Advertising in Australia

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Why Programmatic TV Is a Revolution in Advertising (Seriously Though)
Running Programmatic TV Campaigns Down Under – The What & The How
Programmatic TV & Your Omni-Channel Advertising Strategy
Q&A / Resources

Veröffentlicht in: Marketing
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Webinar: Unleashing the Value of Programmatic TV Advertising in Australia

  1. 1. Unleashing the Value of Programmatic TV Advertising in Australia
  2. 2. What We’ll Cover: ● Why Programmatic TV Is a Revolution in Advertising (Seriously Though) ● Running Programmatic TV Campaigns Down Under – The What & The How ● Programmatic TV & Your Omni-Channel Advertising Strategy ● Q&A / Resources Enter them in the chat window and they’ll be answered at the end of the webinar Questions? Feel free to share the webinar and anything you learn on your social channels using the hashtag #benchwebinar Share Nils Johnsson Head of Sales, Brands Your Host
  3. 3. Who Are We? Dennis Kibirev Brand & Content Marketing Manager Olga Goncharova Media Director
  4. 4. Why Traditional TV Advertising? And Why Programmatic TV?
  5. 5. $200B USD A Channel Set for Stratospheric Growth Google + Facebook Combined $133B USD
  6. 6. “It’s all just ‘watching TV’ ” *https://www.hulu.com/advertising/gen-z-the-generation-at-the-forefront-of-tvs- evolution/
  7. 7. Programmatic TV Media Buying= Agile
  8. 8. Advantages of Programmatic TV Reach Audiences At Their Most Engaged Boost Video Completed Views Take Personalisation to the Big Screen Achieve Transparency With Data & Analytics Target Niche Audiences Accessibility of Inventory Shorter Ad Breaks Agile Media Planning Reach Those Who Don't Watch Offline TV
  9. 9. Programmatic TV - A Disambiguation Type of Content Devices Game Console Smart TV OTT Device Catch Up TV Livestream / Linear TV
  10. 10. * Australia Leads the World in Terms of Digital Adoption UK AU NZ US 39% 52% 41% 51% Digital as a % of total ad spend
  11. 11. Connected TV Represents ⅓ Of Australian Broadcasters’ Digital Video Inventory https://www.iabaustralia.com.au/research-and-resources/research-resources/item/12- research-and-resource/2370-iab-connected-tv-whitepaper
  12. 12. Local Inventory Options Content Streaming
  13. 13. Where Programmatic TV Fits Into the Buyer Journey Buyer Journey Awareness Engagement Leads Direct Response Acquisition I’m becoming aware of the brand Online VideoProgrammatic TV I’m interested in the brand I’m considering the brand I’m showing intent to buy the brand I’m purchasing from the brand Funnel Stage
  14. 14. Manager Mary sees a programmatic TV ad for our organic delivery service on her Apple TV during MasterChef She does a Google search later that morning and watches an intro video on website Programmatic TV And Your Omni-Channel Marathon
  15. 15. Programmatic TV And Your Omni-Channel Marathon Manager Mary sees a programmatic TV ad for our organic delivery service on her Apple TV during MasterChef She asks a colleague the next morning whether they’ve heard of it She does a Google search later that morning and watches an intro video on their website Mary is then retargeted with a Facebook ad during afternoon coffee break on her mobile later that week She sees another programmatic TV ad while watching 9Now on her phone on the way home but forgets to sign up on the website later Mary notices a remarketing display ad a week later at work and visits the website, reading testimonials and a relevant blog post about how to eat healthy, and finally...
  16. 16. 1. Define your campaign objectives 2. Define your target audiences 3. Align your video creative to your marketing funnel 4. Don’t just measure view counts - track the entire funnel 5. Create a cross-channel story & maintain seamless messaging across channels 6. Know broadcasters’ schedules and allocate your spend accordingly Programmatic TV Campaign Best Practices
  17. 17. What To Ask Your Media Buyer Real-time reporting for actionable insights Frequency management Advanced audiences (Using 1st and 3d party lists) KPI-driven optimisation (closed-loop attribution) Brand safety
  18. 18. Programmatic TV marries the benefits of traditional TV advertising with advanced digital capabilities A growing number of Australian TV viewers can only be reached in with programmatic TV Run truly agile TV campaigns where you can change your strategy on- the-fly, greatly boosting your media ROI Key Takeaways
  19. 19. How Bench Can Help You Tap Into Programmatic TV - Tech Advantage - Workflow and Asset Control - More integrations than anyone else in market
  20. 20. DisplaySocial TV Native Video Audio Make Your Marketing And Media Truly Agile
  21. 21. Book a demo today
  22. 22. Q&A: Your questions answered
  23. 23. State of programmatic TV in Australia (Article) https://www.iabaustralia.com.au/iab- blog/blog- articles/entry/programmatic-tv-and- digital-campaigns Resources References 1. https://www.recode.net/2017/12/4/16733460/2017-digital-ad-spend- advertising-beat-tv 2. https://marketingland.com/nielsen-survey-consumers-more-likely-to- trust-tv-ads-than-online-video-search-ads-144754 3. https://videologygroup.com/press-releases/2017/4/19/new-research- suggests-advanced-tv-is-now-fastest-growing-tv-ad-sector 4. https://www.forbes.com/sites/tomfgoodwin/2017/04/29/why-tv- advertising-is-about-to-change-forever/#b058b327c8ac 5. https://www.hulu.com/advertising/gen-z-the-generation-at-the- forefront-of-tvs-evolution/ 6. https://www.iabaustralia.com.au/research-and-resources/advertising- expenditure/item/11-advertising-expenditure/2587-online-advertising- expenditure-report-quarter-ended-march-2018 7. https://www.iabaustralia.com.au/news-and-updates/iab-press- releases/item/22-iab-press-releases/2369-connected-tv-now- accounts-for-up-to-35-percent-of-australian-broadcaster-s-online- video-supply Programmatic TV ad specifications (PDF) https://benchplatform.com/programm atic-tv-connected-tv-ott-tv-catch-up- tv-ad-specs-2018/
  24. 24. Thank you!

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