CES - C Space Storytelling Session - Programmatic TV Advertising
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The document introduces programmatic TV advertising, explaining it as an automated approach to buying and delivering linear TV ads in real-time. It highlights the importance of targeting specific consumers to maximize the effectiveness of ad impressions. Additionally, the text discusses the requirements for making programmatic TV realistic, including scalability, person-based attribution, and innovative marketing strategies.
![P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
O P T I O N A L
Real-Time Addressable
[Impression by
Impression Buys]
Households,
Devices
Impression by
Impression
R E A C H
P R O G R A M M AT I C T V
Data-driven, software based TV advertising [IAB]
O P T I M I Z A T I O
N
Traditional TV
[National &
Local Linear
Programming]
Broad
Segments
Program,
Daypart only
N/A
Advanced
TV Targeting
[Program Targeting]
Segment
Level
Narrow
Audiences
Periodic Real-time
Household
Addressable
[HH Targeting]
Household
Demos
Household
Level
Periodic
C O N T R O L
#PTVisHere](https://image.slidesharecdn.com/cescspaceprogrammatictvpresentation-160125212920/85/CES-C-Space-Storytelling-Session-Programmatic-TV-Advertising-16-320.jpg)
CES - C Space Storytelling Session - Programmatic TV Advertising
- 1. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 Welcome to CES C Spac e Story teller Ses s ion: #PTVisHere Programmatic TV Advertising
- 2. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 WTF IS PROGRAMMATIC TV ADVERTISING? #PTVisHere
- 3. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 P R O G R A M M AT I C T V A D V E R T I S I N G #PTVisHere B U T M O V I N G F O R W A R D . . . Programmatic buying P R E V I O U S LY An automated, technology-driven method of buying and delivering linear TV advertising Buying an individual ad impression In real time For an opportunity… To show one specific message To one specific consumer or household In one specific context
- 4. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 W H Y P R O G R A M M AT I C T V M AT T E R S #PTVisHere T O P R AT E D T V P R O G R A M S B Y Y E A R 0 10 20 30 40 50 60 70 80 1951 1961 1971 1981 1991 2001 2011 1954 I Love Lucy 1974 All in The Family 1994 60 Minutes 2014 Sunday Night Football %REACH S P E N D I N G C O M PA R I S O N S 0 2 4 6 8 2016 2020 BILLION$ 10 12 14 16 18 20 0 2 4 6 8 10 12 14 16 18 20 10B 15B 1B 12B Digital Video = 10.64% Programmatic TV = 86.12%
- 5. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 T H E N E W P R O G R A M M AT I C T V E C O S Y S T E M M A R K E T I N G T E C H N O L O G Y B R A N D M A R K E T P L A C E A G E N C Y #PTVisHere
- 6. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 T O D AY ’ S PA N E L I S T S : #PTVisHere M I C H A E L G I A R D I N A @GlenfiddichSMW R A N D Y W O O T T O N @Randy_Wootton J A R O D C A P O R I N O @ResoluteDigital A D A M G A Y N O R @asgaynor01
- 7. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
- 8. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 #PTVisHere Targeting ROIData
- 9. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 #PTVisHere CENTRAL HUB (SSP) REPORTING CONTINUOUS FEEDBACK CONTINUOUS FEEDBACK TRIGGER CAMPAIGN REAL-TIME BIDDING CENTRAL HUB (SSP) REAL-TIME BIDDING TRIGGER CAMPAIGN REPORTING
- 10. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 #PTVisHere Holistic View Targeted Households Maximize Message Impression by Impression Buying Efficiently Purchase Impressions Allows Control of Message
- 11. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
- 12. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 T O D AY ’ S PA N E L I S T S : #PTVisHere M I C H A E L G I A R D I N A @GlenfiddichSMW R A N D Y W O O T T O N @Randy_Wootton J A R O D C A P O R I N O @ResoluteDigital A D A M G A Y N O R @asgaynor01
- 13. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 WHAT WILL IT TAKE TO MAKE PROGRAMMATIC TV REAL? #PTVisHere
- 14. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 M A K I N G P R O G R A M M AT I C T V R E A L #PTVisHere A D D R E S S A B I L I T Y AT S C A L E1 P E R S O N - B A S E D AT T R I B U T I O N2 M A R K E T I N G I N N O VAT O R S3
- 15. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 #PTVisHere K E E P T H E C O N V E R S AT I O N G O I N G ! D R I N K S I N R E C E P T I O N
- 16. P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5 O P T I O N A L Real-Time Addressable [Impression by Impression Buys] Households, Devices Impression by Impression R E A C H P R O G R A M M AT I C T V Data-driven, software based TV advertising [IAB] O P T I M I Z A T I O N Traditional TV [National & Local Linear Programming] Broad Segments Program, Daypart only N/A Advanced TV Targeting [Program Targeting] Segment Level Narrow Audiences Periodic Real-time Household Addressable [HH Targeting] Household Demos Household Level Periodic C O N T R O L #PTVisHere
Editor's Notes
- #17: Objective Based- Awareness Play. What role TV is the Next Frontier for Person-Based Buying, and even Programmatic TV today has a lot of nuanced approaches to solving this problem. Outside of Traditional TV (Upfront and Scatter), there are three emerging marketplaces for data-driven TV advertising: Advanced TV Targeting Use of advanced models and planning tools to predict likelihood of reach against a granular program schedule. This is also called index buying. Marketers generally see significant increases in strategic target efficiency, but most DSPs and SSPs have limited contextual control. So you may not know what networks, dayparts, DMAs or frequency you will see. Also depending on the approach to modeling, you may not be able to tell how many of your true campaign target was actually reached Household Addressable DISH, DirecTV and Cablevision are able to use their subscriber data and set-top box delivery infrastructure to dynamically target specific household. This is also referred to as Addressable TV. Generally you work with them to define an audience, they build a custom segment with Households that index toward that audience and execute a static media buy on an IO basis. There is usually limited optimization capability supported although but approach can provide more robust post-campaign reporting (via LiveRail). Connected TV Pre-Roll in-stream is also available on over-the-top, IP enabled devices such as Roku and apps within the Smart TV such as A&E. This is primarily on-demand content where the ad is dynamically inserted via RTB protocol similar to online video. Measurement and Scale continue to be a key challenge as the inventory is still limited and panel/survey based approaches often cannot measure the reach or impact of this emerging platform