Case Study in Addressable TV
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Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
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Case Study in Addressable TV
- 1. 1 KELLY SCOTT MADISON Case Studies In Addressable TV
- 2. 2 2 Potentially combine slides two and three How do we define addressable? Applying unique household or consumer behavior data to video buys to improve targeting precision, maximize impact against select prospects & gain valuable audience insight Branding Filling coverage gaps Measurement Using technology for insights Political Creating buy efficiencies
- 3. 3 3
- 4. 4 4 • Swim • Gym • The Village People
- 5. 5 5 Branding: Develop an integrated, multi-year national campaign that . . . FORCES PEOPLE TO RETHINK WHAT THEY KNOW ABOUT, AND HOW THEY ENGAGE WITH THE “Y”.
- 6. 6 6 Build Salience Position the brand for consumers Establish Relevance Connect the Y to the cultural conversation around change Demonstrate Impact Prove that the Y has a tangible impact on youth development and local communities Solicit Contributions Trigger donations from prime prospects
- 7. 7 7
- 8. 8 8 Contextual Relevance Solidify the connection between Zoe, The Y and the political landscape to insert The YMCA into culturally relevant moments Social Activation Stealth coordination across owned, earned and paid channels to push key brand messaging, capitalize on organic potential and strengthen PR efforts through the power of paid Data Extensions Extend value of on-air spot within key political and cultural programming using a multi-screen strategy grounded in TV viewership data Amplify linear TV efforts with TV viewership data Hardware-embedded technology connects TV content to HH Increase buy reach/frequency & relevance
- 9. 9 56% Video view rate 31.6MM Celeb generated impressions 137MM PSA impressions 54,000,000 Campaign of the Year Finalist iMedia Agency Awards Trend Impressions Cross-screen exposure to the brand generated an 11 percent improvement in
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- 11. 11 Measurement • Large QSR • First foray into a national video strategy 11
- 12. 12 • Understand the impact of broadcast and digital video in driving website visitation and purchases • Set out to answer the following key questions: • Was TV or digital more effective at driving digital conversions? • How did different creative executions contribute to effectiveness? • What is the best flighting schedule to maximize conversion? • Which Television networks and digital publishers worked best?
- 13. 13 • Four month test • Combination of linear and digital properties • Linear: AMC, ESPN, Revolution, FOOD, TNT, truTV, MTV, and VH1 • Digital: Premium and TV Everywhere solution • Executed a BCR study that leveraged TV sync technology to measure the conversion and purchase rate within seven days of being exposed to an ad through the national video campaign
- 14. 14 Main Takeaway: Digital channels were more effective at driving conversions to the website, while linear TV was able to generate the reach that was lacking from online efforts. CAMPAIGN REACH 83.2% 22.0% AVG FREQUENCY 5.1 7.0 Frequency and day of week matters Consider attention span and live viewing habits for future network buysEvaluate both conversion and cost metrics when determining which platforms are driving optimal performance
- 15. 15 15
- 16. 16 State of Michigan advocacy campaign (right-leaning) January 2016: Leading up to the state presidential primary Focus on a single Republican voter issue that would typically resonate with strong Republican voters
- 17. 17 • Motivate ambassadors of the cause without alienating others • Generate reach against a specific target audience
- 18. 18 • Statewide coverage through DISH Network and DirecTV utilizing subscriber household data • Used one-layer deep targeting which reached approximately 75,000 households • Flat CPM for all target research segments allows flexibility to include predictive attributes in creating target voter blocs • Employed weekly frequency caps Broader Michigan A35+ buy delivers 21 percent reach and produces a high cost per issue voter. Addressable reaches only key target audience. Local station buy CPM = $138 Addressable CPM = $86
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- 20. 20 KELLY SCOTT MADISON THANK YOU
Hinweis der Redaktion
- Why is addressable receiving so much attention of late? Technology within set top boxes has improved over time and recent MVPD STB upgrades have increased available addressable footprints across the US Addressable definitions have expanded to include multiple technologies beyond basic STB addressability and now include smart TV research and multi-device targeting within households
- That’s crazy, because the Y is one of America’s most important and impactful non profits. They’re the leading provider of childcare in the country, one of the last bastions of community in a world of disappearing third spaces and a provider of thousands of educational, health, social and economic programs. The Y is awesome.
- That’s crazy, because the Y is one of America’s most important and impactful non profits. They’re the leading provider of childcare in the country, one of the last bastions of community in a world of disappearing third spaces and a provider of thousands of educational, health, social and economic programs. The Y is awesome.
- - CNN, MSNBC, ABC, CBS – Olympics digital only
- Ad is inserted in first network promotional break during a TV session regardless of network or daypart
- DirecTV and Dish Network supplied the greatest opportunity for state coverage; 3 out of 4 subscribers are 35+, showing a higher than average propensity to vote “likely strong pro-life households.” - Post reporting shows where impressions were delivered based upon household active TV sessions and provides valuable data to target future video campaigns
- Day of week and time of day information lends insight to future TV campaigns Efficiency-driven networks like ID (Investigation Discovery) and Science were surprises Monday and Saturday viewing prevailed in Prime (no surprise) and Daytime