MediaPost's TV Insider Summit October 2016 Mohonk Mountain House NY Keynote by Jarod Caporino

1. 1
Taking A Sip Of Targeted TV
Resolute Digital

2. 2
NOT YOUR
PARENT’S TV

3. Outline
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▸ Resolute Digital Overview
▸ Supporting Data
▸ TV Landscape
▹ Linear TV
▹ Connected TV
▹ Addressable TV
▸ Programmatic TV
▹ What is programmatic TV?
▹ How does it work?
▸ Case Studies

4. 4
▸ Resolute is an Independent Agency full service digital
agency
▸ Resolute works with multiple DSPs and buys from
numerous exchanges
▸ A Digital Agency that made our first TV Buy Q4 2015
Background

5. Media Consumption
5Time spent per day - percent change from 2011 to 2015 (source: eMarketer April 2015)
DESKTOP & MOBILE
+68%From 2.8 to 4.7 hours
CONNECTED TV
+39%From .18 to .25 hours
TELEVISION
-4%From 4.3 to 4.1 hours
PRINT
-52%From .4 to .2 hours
RADIO
-5%From 1.34 to 1.27 hours

6. 15 ways to watch “Walking Dead”
6

7. TV Landscape
7

8. 8
Linear TV:
Live television that is watched as scheduled

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Connected TV:
Ads that play at full resolution of the TV on media app load
or content streaming. Best used an extension of traditional TV buys or
to complement digital buys

10. Connected TV
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11. Connected TV
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12. Connected TV
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▸ Non-Skippable pre-roll units
▸ Highly Viewable
▸ High Completion Rates
▸ High Quality Inventory
▸ Linear Audience Reach
▸ Accounts for 1% of TV Ad Dollars
▸ By 2025, 50% of US consumers under 32 will pay
for TV service, 15% will be cord cutters and 35%
will be cord neverers (never paid for traditional tv
services). *
US connected TV Usage, Digital Content Gives the ‘First Screen’ New Life, eMarkerter

13. 13
Addressable TV:
Advertising technology that enables advertisers to selectively segment
TV audiences and serve different ads within a common program.

14. Addressable TV
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15. Addressable TV
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16. Addressable TV
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▸ Ability to use 1st, 2nd and 3rd party data
▸ Segmentation - geographic, demographic,
behavioral and a growing household level
▸ Targeting is about the person not the program
▸ Small in scale relative to the total TV market

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Programmatic TV
Automation & Addressability

18. Programmatic Television Buying
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▸ Bidding
▸ 80+ Addressable
Segments per
Household
▸ Increased Control
(Creative, Daypart, Geo,
Frequency)
▸ Ability to Optimize from
In-Flight Learnings
across TV and Digital

19. Programmatic TV
19
▸ Value is in the use of audience data
▸ Efficiency with automated buying
▸ Not real-time based delivery (1-7 days to clear)
▸ Strong Measurement
▸ First to adopt are cable satellite and
telecommunication providers since they are
distributors and don’t have their own linear TV
Inventory.
▹ Comcast,
▹ Time Warner Cable
▹ DIRECTV
▹ DISH
▹ AT&T

20. Who owns Programmatic TV?
20The Trade Desk & Digiday

21. Addressable pTV Media buy
over OpenRTB
How It Works
21
Extreme
Reach
DISH
STBsRentrak
Customer
RD Desk
Rocket Fuel
TradeDesk
Netmining
DBM
Creative/
Schedule
Exposure DataReporting
Creative
Creative
Delivery Report
Insertion Order
& Creative

22. Programmatic TV Insights
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23. Programmatic TV Insights
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24. 24
Glenfiddich Case Study
▸ Goal Campaign:
▹ Convert Bourbon drinkers to Scotch
▹ Build Awareness
▹ TV Presence
▸ Target:
▹ Men 35+,
▹ HHI 100K+,

25. WG Case Study - Glenfiddich
25
▸ Optimization
▹ Lowered age 25+ audience
▹ 58% was reaching 55+
▹ Ethnicity emphasis
▹ Primetime (win rates)
▸ Stats
▹ Majority campaign ran in prime time
▹ 94% households owned their own home
▹ 33% traffic going to sports consuming HH
▸ Key Networks: ESPN, FNC, DSC, HST, TNT, CNN
▸ 20% efficiency in pricing compared to historical
cable buys

26. 26
Tullamore Dew Case Study
▸ Deepen emotional connection and True Character
perception of brand
▸ Nielsen Data that supports Fantasy Football Players
over index on drinking spirits (in particular whiskey)
▸ Looking to compliment our digital buy & sponsorship

27. William Grant Case Study Tullamore
Dew
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▸ Optimization
▹ Tightened demo to 25-34
▹ Targeting football fans/viewers
▹ Primetime (win rates)
▹ Winning bids below our ceiling cap

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Thank You!