2020 CLICK IT OR TICKET HIGH VISIBILITY ENFORCEMENT Media Work Plan
Revised April 7, 2020 Table of Contents
Executive Summary...... 3
Media Environment...... 5
Media Strategy...... 8 f Advertising Period f Working Media Budget f Target Audience f Geography
Media Selection & Rationale...... 9
Television/Video...... 10
Out-of-Home...... 18
Radio & Audio Streaming...... 21
Digital Strategy...... 25
State Level Media Extensions...... 29
Anticipated Budget Allocations...... 30
Glossary...... 31
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 2 of 32 Executive Summary
The Click It or Ticket high visibility enforcement (CIOT) campaign seeks to change the behavior of young men who believe it is not necessary to wear their seat belt while driving by reminding them that it is illegal in most states and that they can get a ticket. Based on FARS data provided by NHTSA, the largest demographic involved in fatal crashes involving an unbelted person are men from the ages of 18 and 34 years old. Using a mix of media platforms to reach the target is an effective way to inform and educate them on the dangers and consequences of their actions. According to the Nielsen Total Audience Report for Q1 2019, the 18- to 34-year-old demographic group has increased the time they spend with all media from Q1 2018 by 6%, equaling just over half an hour of extra media consumption per day. Smartphone use makes up the largest increase, clocking in at just under and additional hour.
As we analyze the current media environment, any effective advertising campaign must rely on a multi-channel, multi-touch point strategy. With so much attention on social and emerging platforms, it is tempting to get caught up in what is new and what is getting the most buzz. While social and digital are critical components to any outreach strategy to 18- to 34-year- olds, traditional television and radio continue to provide heavy reach potential, especially as those mediums expand their access points and content options.
Strategies that state level plans may want to consider to build upon the base paid media reach provided in this national plan can be found on page 30.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 3 of 32 A Note on Generations The 18- to 34-year-old target audience is now comprised of two generational cohorts of Americans that demographers use to study behavior – Gen Z (18-23 years old) and Millennials (24-34 years old). While generational cutoffs are not an exact science, they provide a useful tool to analyze changes in views over time and how different formative experiences (world events and shifts in technology, economic conditions, and social perspectives) impact attitudes. Different researchers use slightly different generational definitions in their work; however, in general, we will consider Millennials to be those born between 1981 and 1996 and Gen Z to be those born between 1997 and 2012 as defined by the Pew Research Center in the exhibit below.
Exhibit 1: Generation Age in 2020 – The Generations Defined
Generation Z Born 1997-2012 ages 8-23*
Millennials Born 1981-96 ages 24-39
Generation X Born 1965-80 ages 40-55
Boomers Born 1946-64 ages 56-74
Silent Born 1928-45 ages 75-92
1920 1940 1960 1980 2000 2020
Source: PEW Research Center *No chronological endpoint has been set for this group. For this analysis, Generation Z is defined as those aged 8-23 in 2020
Media tactics to reach these two groups will include the same vehicles in the plan, but there are some nuanced differences. f Millennials watch online videos 2.4 hours per day, whereas Gen Z watches online videos 3.4 hours per day. f Millennials and Gen Z log on to social media over 2 ½ hours per day. Millennials heavier with Facebook. Gen Z heavier with Instagram. f YouTube is a source for videos for Millennials and Gen Z, but Gen Z’s use of YouTube has increased 59% since 2018. f Millennials will pay attention to content longer than Gen Z so long form and short form executions should be used to reach both groups.
Media consumption will be evaluated on the younger half of the target audience (Gen Z) and the older half (Millennials) to determine if the media mix can remain the same for both groups.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 4 of 32 Media Environment Quintiles A broad way to analyze audiences is to examine heavy use patterns within specific mediums. For quintiles I and II (top 40% of the audience), the highest reach potential for Gen Z (the 18- to 23-year-old portion of the CIOT target) and Millennials (the 24- to 34-year-old portion of CIOT target) is the internet, followed by radio and TV. This holds true for both English-speaking men, including African American young men, and Hispanic men who speak mainly Spanish.
Exhibit 2: General Market Quintiles I&II Percent Reach
Source: GfK MRI Spring 2019
Exhibit 3: Hispanic Quintiles I&II Percent Reach
Source: GfK MRI Spring 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 5 of 32 An important clarifying point is “internet,” which refers to all access points to get online (smartphone, computer, tablet, smart TVs) as well as many different content streams (social media, brand sites, etc.). The boundaries between what is considered “watching TV,” “listening to the radio” and “going online” are also blurred.
Channel Efficacy Social media has changed the rules of advertising. Horowitz Research’s latest study, State of Advertising and Social Media, looks at the effectiveness of how brands communicate. While it pinpoints the importance of social media, it also shows that TV remains an effective advertising medium.
There are notable differences by age. Among all 18- to 34-year-olds, social media unseats TV advertising as the most effective medium. Nearly two-thirds (63%) of 18- to 34-year-olds say that maintaining an active social media presence is important if you want to communicate with them about new products, higher than among those 35-49 years old (47%) and 50+ years old (25%). However, despite their heavy social media orientation, 53% of 18- to 34-year-olds still feel that TV is effective for advertising.
Exhibit 4: Perceived Effectiveness of Brand Communication Tactic:Top Five Ways 18-34 35-49 50+ Active Social 63% Ads on TV 54% Ads on TV 44% Media Presence
Product Reviews/ 56% Send Emails 48% Send Emails 42% Unpacking Videos
Active Social Product Webside Ads 54% 47% 36% Media Presence Placement
Sponsored Social 54% Website Ads 44% Ads on Website 35% Media Posts
Product Reviews/ Sponsored Articles Ads on TV 53% 43% 29% Unpacking Videos Describing Product
Base: Respondents 18+ Source: State of Advertising & Social Media 2017
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 6 of 32 The Adobe Digital Insights (ADI) Digital Advertising Survey 2018 confirms that ads seen on social sites and TV have more relevance than those ads seen on digital sources, making both TV and social important considerations in any ad campaign targeted to Gen Z and Millennials.
Exhibit 5: Gen Z - Ad Revelance by Medium Exhibit 6: Millennials - Ad Revelance by Medium
Source: ADI Digital Advertising Survey 2018 Source: ADI Digital Advertising Survey 2018
When looking at where to focus on social platforms, Facebook and Instagram enjoy the highest reach potential for both English- and Spanish-speaking males (including African Americans) and should be a focus, while other emerging social platforms should be monitored for future consideration. These platforms also provide good reach potential for the least heavy media consumers (quintile five, “M18-34 QV”) of the target audience.
Exhibit 7: General Market Social Site Reach Potential
Source: GfK MRI Spring 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 7 of 32 Exhibit 8: Spanish Speakers Social Site Reach Potential
Source: GfK MRI Spring 2019
Media Strategy The goal of the CIOT campaign is to affect behavior change and encourage more seat belt use. In order to affect behavioral change, the message must be seen many times. With a relatively short campaign window of only three weeks, the primary media strategy is to build frequency. Our goal is to reach at least 25% of men in the 18- to 34-year-old target audience at the 8+ effective frequency level (eight times or more) over thefl ight with tra- ditional media (TV and radio). The campaign will be supplemented with out-of-home and digital media to ensure that the target audience is seeing and hearing the CIOT message as many times as possible during the flight.
Advertising Period Paid advertising will run from November 9-29, 2020 – a 21-day flight.
Working Media Budget Total Media Budget: $8 million
Target Audience Among young adults 18 to 34 killed in crashes in 2018, more than half (58%) were completely unrestrained – one of the highest percentages for all age groups. In addition, men wear their seat belts at a lower rate than women. For this reason, the CIOT campaign focuses on reaching 18- to 34-year-old men to help prevent fatalities on the roadway. Primary: Examination of media consumption discussed in the document following will look at the two demographic cohorts for any specific differences or nuances in media consumption f 18- to 23-year-old males (“Gen Z”) f 24- to 34-year-old males (“Millennials”)
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 8 of 32 Secondary: African American and Hispanic (Spanish language-reliant) males of the same age demographic.
Geography The campaign will be national in scope and have no local or regional heavy ups. National placement will be handled via network partners for television and radio and full national coverage with digital and social outlets.
This allows the states to use local affiliates and networks (e.g. WJLA ABC7) to place their local buys on appropriate local or regional dayparts and programming.
Media Selection and Rationale For the 2020 CIOT campaign we plan to use the following mediums:
Television f Linear, including sports, programmatic and audience targeting f Connected TV/Over-the-Top (CTV/OTT) f TV Everywhere
Out-of-Home f Cinema f MLB home plate signage
Radio f Terrestrial f Podcasts f Streaming Audio
Digital/Social f Video f Display f Social Media
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 9 of 32 Television/Video
The line between digital and TV continues to blur as the traditional definition of TV is shifting to include digital channels. Nearly two-thirds (60%) of Gen Z consider using a streaming device to reach services such as Netflix, Hulu or Amazon Prime as “watching TV.” For NHTSA, this means shifting discussion of TV toward video asset delivery broadly – including linear TV as well as streaming and digital delivery – to reach these younger audiences.
Accessing Content According to the FreeWheel Video Marketplace (VMR) Report for Q2 2019, connected TV (CTV) drove the bulk of premium video ad view growth in the second quarter of 2019, growing 48% compared to last year, and now represents 55% of the total market from a device perspective. When combined with ad views from set-top boxes (STBs), more than two-thirds of all ad views are on “the big screen.” CTVs also have the highest ad completion rates (90%) for video advertising. This compares to a video completion rate of 64% for desktop video and 66% for mobile.
In contrast, mobile – while an overall smaller usage percentage – was the most versatile video consumption device in Q2 2019, with viewers using the “TV in their pocket” to consume live (32%),Digital full-episode Reach (55%) by and Device short-form Type (13%) content on mobile apps. Figure 10: Ad View Composition By Device
9% 11%
57% 23%
Mobile D es ktop Ta ble t CTV Source: FreeWheel VMR Report Q2 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 10 of 32 Format In Q2 2019, video views grew by 13% and ad views grew by 27%, compared to Q2 2018. All formats experienced growth, but full-episode content remains the most widely consumed segment, constituting 55% of total ad views. Short form clips also garnered 11% of total ad views on desktop devices. Desktop has a higher proportion of ad views during the working hours, which are more conducive to live and short-form content consumption for most people.
Exhibit 11: Content Composition by Format
Source: FreeWheel VMR Report Q2 2019
Channels and Services The top ad-supported video streaming services used by the CIOT 18-34 male target audience are Hulu and Amazon for both English-speaking and Hispanic men. This also holds true for young African American men, though the reach potential (while still very good) is somewhat lower than the general audience target. This remains consistent when looking at the light users of TV in quintile five (“M18-34 QV”), which helps ensure we have the potential to reach this audience using the same services as the top two quintiles.
PlayStation (PS) Vue followed at a much lower potential reach and is no longer a consideration as the streaming service will be completely shut down as of January 2020. While Netflix has the highest reach of any streaming service, it does not currently support advertising and thus is not on our consideration list. Another top streaming service, Amazon Prime, only accepts advertising on Thursday Night NFL and impressions are not guaranteed.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 11 of 32 Exhibit 12: General Market Streaming Video Services Used
Source: GfK MRI Spring 2019
Exhibit 13: Hispanic Streaming Video Services Used
Source: GfK MRI Spring 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 12 of 32 Linear TV offers opportunities to further build reach, with multiple entertainment cable networks offering good reach potential for the CIOT target audience. It is not unusual to see a higher reach potential among young African American men versus the general audience, and we see this especially with Adult Swim and MTV. Gen'l Mrkt Reach of Select Cable Networks Exhibit 14: General Market Reach of Select Cable Networks
USA
TBS
MTV2
MTV
FX Cable Networks Cable Comedy Central
Cartoon Network
Adult Swim
0 5 10 15 20 25 30 35 40 45 % Reach
AA 25-34 AA18-24 M18-34QV M25-34 M18-24 Source: GfK MRI Spring 2019
Many of the English language networks also reach the Spanish-speaking audience albeit at a lower reach percentage than the general market.
Exhibit 15: Reach of Select Cable Networks to Spanish Speakers
Source: GfK MRI Spring 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 13 of 32 Engaging the Spanish language networks further reach the Spanish-speaking young male target, with Telemundo and Univision leading the way.
Exhibit 16: Reach of select Spanish networks
Source: GfK MRI Spring 2019
Cable sports networks offer opportunities to reach the CIOT audience and light users of TV as well with ESPN and ESPN2 offering the highest reach potential for all the target audiences. Gen'l Mrkt % Reach via Sports Networks Exhibit 17: General Market Research via Sports Networks AA25-34 AA18-24 M18-34 QV M25-34 M18-24
NHL Network
NFL Network
NBCSN
NBA TV
FS2
FS1 Sports Networks Sports ES PNew s
ES PNU
ES PN2
ES PN
0 10 20 30 40 50 60 70 % Reach Source: GfK MRI Spring 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 14 of 32 ESPN networks also enjoy high reach potential against Spanish speaking young men, with Univision Deportes providing a strong reach.
Exhibit 18: Reach of Sports Networks to Spanish Speakers
Source: GfK MRI Spring 2019
2020 CIOT Television/Video Plan A post-campaign media buy analysis for the 2019 Click It or Ticket effort by Samba TV examined the performance of television and digital media and the incremental reach and frequency each provided. Results of the analysis highlights the importance of television in providing audience reach in our plan. In fact, 64% of the audience reached in the analyzed sample was achieved through TV alone.
It is important to note that this analysis did not take into account radio and out-of-home placements, however by looking at the 2019 campaign’s exposure to Samba’s 3M* household audience, we are able to reinforce the role of TV content (in all its delivery formats) in our plan. Reach by Exposure Type Exhibit 19: Reach by Exposure Type
8%
28% 64%
TV On ly Digital Only Digital & TV Source: Samba TV Click It or Ticket 2019 Campaign Analysis
*Samba TV is software on smart TVs that provides data on usage and content, including advertising. Samba examined data from 3 million households to produce the post-campaign analysis.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 15 of 32 Exhibit 20: Avg. Frequency by Exposure Type
Source: Samba TV Click It or Ticket 2019 Campaign Analysis
The television plan for the 2019 campaign certainly reached the heavy users of TV, but by using sports, the plan reached light users of television as well. The top five reach generating networks were focused on live sports. Campaign Reach by TV Viewership Tercile Exhibit 21: Campaign Reach by TV Viewership Tercile
40% 40%
20%
Light Medium Heavy Source: Samba TV Click It or Ticket 2019 Campaign Analysis
Exhibit 22: Reach by Network
Source: Samba TV Click It or Ticket 2019 Campaign Analysis
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 16 of 32 The 2020 TV plan will strive to run 100-110 GRPs reaching men 18-34 over the flight with linear television and reach 35-40% of men 18-34 during the three-week flight.
We will utilize programmatic buying efficiency to buy entertainment programming that is relevant to our target audience on a network level, and layer in audience targeting to ensure our we are running on the programs that our target audience is watching.
Network direct buys will focus on sports, primarily NBA and NHL, which will be in conference playoffs and Stanley Cup playoffs respectively during the flight, which typically draws a larger audience.
The Hispanic plan will make use of Spanish language networks using entertainment and sports programming. For the Hispanic plan the sports that will be used will focus on soccer (fútbol), MLB and boxing.
The linear TV plan will be supported by a CTV/OTT effort that will include full episode players (FEP) on network apps. The Hispanic plan will also utilize the CTV/OTT, with activations on platforms such as Hulu and Xbox, included to reach the Hispanic male target audience.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 17 of 32 Out-of-Home
Cinema Cinema has significant reach potential amongst our target audience and helps extend the reach potential to light television users. Interesting to note, however, is that the reach potential to African American men ages 18-24 lags behind that of the other target audiences, though reach is still nearly 58%.
The various target audiences for the CIOT campaign indicated in the chart below are: f Men 18-24 (“M18-24”) f Men 25-34 (“M25-34”) f African American Men 18-24 (“AA M18-24”) f African American Men 25-34 (“AA M25-34”) f Men 18-34 and lowest TV viewing quintile – Quintile V (“M18-34 QV”)
Exhibit 23: General Market - Attended a Movie in Last 6 Months
Source: MRI GFK Spring 2019
In addition to reach potential, cinema is beneficial because: f Quality programming debuts weekly f Engaged audience with no access to ad-skipping devices f Association with blockbuster films f 50’ HD screens with surround sound
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 18 of 32 The movies that are expected to play during the Click It or Ticket campaign include: Greyhound | May 8, 2020 A navy officer commands the Greyhound destroyer during WWII. MPAA Rating: TBD Studio: Sony/Columbia Director: Aaron Schneider Starring: Tom Hanks, Elisabeth Shue, Stephen Graham
Covers | May 8, 2020 A love story set in the Los Angeles music industry. MPAA Rating: TBD Studio: Focus Features Director: Nisha Canatra Starring: Dakota Johnson, Tracee Ellis Ross, Diplo
The Woman in the Window | May 15, 2020 An agoraphobic woman living alone in New York begins spying on her new neighbors only to witness a disturbing act of violence. MPAA Rating: TBD Studio: Fox Director: Joe Wright Starring: Amy Adams, Gary Oldham, Julianne Moore
Untitled Saw Film | May 15, 2020 Agent Strahm is dead, and FBI agent Erickson draws nearer to Hoffman. Meanwhile, a pair of insurance executives find themselves in another game set by Jigsaw. MPAA Rating: TBD Studio: Lionsgate Director: Darren Lynn Bousmn Starring: Samuel L. Jackson, Chris Rock, Marisol Nichols
Fast & Furious 9 | May 22, 2020 The ninth installment of the Fast and Furious franchise. MPAA Rating: TBD Studio: Universal Director: Justin Lin Starring: Vin Diesel, Jordana Brewster, Michelle Rodriguez
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 19 of 32 MLB Stadium Signage Sports are a key format for the CIOT campaign. Another very efficient way to reach the young male target is through very visible signage behind home plate at Major League Baseball games seen on television coverage of the game. The position of the ad unit is for high visibility by the television viewer. Below is an example of an execution from the 2019 Impaired Driving Labor Day campaign.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 20 of 32 Radio/Podcasts & Audio Streaming
As the audio market continues to expand, radio and broadcast media continue to have strong reach potential with the CIOT target audience. According to a study entitled “Day In the Life Audio Journey,” commissioned by iHeartMedia and conducted by Ipsos in March 2019, Gen Z and Millennials listen to more audio throughout the day than any other age groups, clocking in at more than 18 hours per week (2.6 hours or more each day). This consumption includes a variety of audio content including broadcast radio, streaming music, podcasts and more.
For Millennials, the study found that podcasts represent nearly 10% of audio listening. This is mainly in addition to broadcast radio and not instead of, as 82% of podcast listeners also listen to radio on a weekly basis. For Gen Z, the study found that radio continues to be the top audio choice, and podcasts are replacing online video as a popular choice during work and school hours.
The study also found that 65% of audio listening happens outside the home, most often in the car, with radio accounting for 65% of in-vehicle audio listening.
Overall, broadcast radio reaches 85% of consumers, and radio has twice the daily listening reach of streaming, reaching 69% of consumers vs. streaming music’s 34% reach.
Supporting the iHeart study is the Total Audience Report from Nielsen for Q1 2019 which shows radio has the greatest amount of reach of all major media for the 18-34 demographic.
Exhibit 24: Weekly Reach
Source: Nielsen Total Audience Report Q1 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 21 of 32 Audio streaming services and podcasting have been important additions to the audio landscape and as a channel to reach the CIOT target audience. A report from Westwood One and Audience Insights shows this medium skews Millennial and male, directly reaching one of the audiences we most want to target.
Exhibit 25: Podcast Users – Percent of Respondents
Source: Westwood One/Audience Insights – Spring 2019
Exhibit 26: Podcast Users – Percent Male/Female
Source: Westwood One/Audience Insights – Spring 2019
In addition to reaching the right people, audio offers the ability to reach them at the right time. As the figure “Where Users Listen to the Radio” indicates, most audio listening occurs in-vehicle for all target audiences. This makes audio a particularly timely and relevant delivery channel for the NHTSA belt message.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 22 of 32 Exhibit 27: General Market - Where Users Listen to the Radio
Source: GfK MRI Spring 2019
Complimenting broadcast radio and podcasts, streaming audio services provide access to on-demand content – providing flexibility and control to listeners. The streaming audio suppliers with the greatest reach potential to the Gen Z and Millennial targets that comprise theCIOT age and ethnicity demographics are Spotify, Pandora and SoundCloud. Each of these streaming services offer podcasts in addition to streaming music.
Exhibit 28: General Market Audio Streaming Potential Reach
Source: GfK MRI Spring 2019
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 23 of 32 2020 CIOT Radio/Audio & Streaming Plan Radio will build reach off the base of TV and will also be a catalyst to build frequency of the CIOT message. The terrestrial radio plan goal will be to achieve 100 GRPs reaching men 18-34 per week and 40% reach of men 18-34 over the three-week flight.
The leading radio networks, iHeart and Westwood One, will be the primary radio partners used in this plan. In addition to running the NHTSA produced spots, these networks will be challenged to integrate the use of their on-air talent into the plans and engage with their vast social networks. This terrestrial radio campaign will be extended through the use of podcasts with the likes of Westwood One and iHeart, as well as through pure digital suppliers like Midroll and PodcastOne.
Similar to linear TV, terrestrial radio still ranks high among U.S. Hispanics in terms of traditional media consumption. Primary radio networks among this demographic include Univision, Entravision and SBS/Aire. In addition to terrestrial radio, U.S. Hispanics over-index compared to the general population when it comes to audio streaming service usage. Platforms like Pandora and Spotify make up a large part of their media consumption usage. We will evaluate opportunities to reach the Hispanic audience through audio, video, podcast and display placements on these platforms as well as high traffic placements such as homepage takeovers and/or sponsored sessions.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 24 of 32 Digital
Consumers of all types are driving a mobile shopping transformation – evaluating, accepting, granting, sharing, opting-in and spending money with brands that reach them in meaningful and relevant ways. Gen Z and Millennial mobile users are at the heart of this change. As mobile prodigies, they have never known a world without the smartphone. They are exchanging data and permissions for value and content every day and mobile is the dynamic screen in their lives.
According to ADI’s Digital Advertising Survey 2018, smartphone visits were up 21% in the U.S. across all verticals when comparing January 2018 to January 2016. Desktop and tablet visits were down 21% and 31% respectively, making mobile first a critical consideration. The same study also found that “mobile is where ads are getting more relevant.”
Exhibit 29: Device Visit Trend
Source: Adobe Analytics 2018, Device Visit Trend (U.S.)
One advertising format that’s delivering on the promise of younger consumers’ engagement is mobile video. Gen Z is not only growing to be the biggest generational group in the U.S., but it also spends the most time throughout the day watching mobile video. According to a new study by entertainment company Whistle, Mobile Motives, roughly four out of five (81%) surveyed Gen Zs said putting on a mobile video while doing other things keeps them entertained, a proof point supporting this audiences’ reliance on their smartphones.
Like Millennials, Gen Z concentrates about 60% of its viewing time in the evenings, but the younger group also watches more video in the early morning, spreading their mobile media consumption throughout the day. Four out of five Gen Zs described watching a short video as a “good way to fill gaps in my day,” according to Whistle.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 25 of 32 Another large source of video content is YouTube. Millennials continue to consume digital video “the traditional way,” through digital publishers’ home pages and apps. They rely heavily on the publisher to provide entertainment and to make it readily available through a central hub. Somewhat conversely, the younger portion of the target audience (Gen Z) tends to bounce around more in their search for something to watch or listen, giving the platform a high reach for the Gen Z audience. We see this for both the general audience and the African American audience. Similar to other platforms that have high reach potential for target audiences, YouTube also reaches quintile five (“M18-34 QV”). Exhibit 30: General Market YouTube Reach Potential
Source: GfK MRI Spring 2019
2020 CIOT Digital Plan The digital approach for the 2020 campaign is to establish strong message recall by utilizing previously successful channels while also introducing some new partners.
The digital media plan will include programmatic video, display, streaming online audio, CTV/ OTT and social media methods. As video is a brand’s most powerful storytelling tool, proven with successful results during the previous campaign, most of the buy will be executed as video placements. The campaign will also use display assets to generate mass reach and a large number of clicks to the destination URL at an efficient cost.
Placements will be executed on a premium publisher direct basis as well as programmatically, utilizing on and offline data for audience segmentation targeting. Selected online publishers that provide content indexing high with the target audience may also be considered for high-impact units like takeovers and roadblocks to launch the campaign in addition to video and display creative executions.
Proposed Tactics f Second screen content/commercial sync f Programmatic video/display f Social
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 26 of 32 Second Screen Content/Commercial Sync As the landscape continues to evolve with new technology and media consumption platforms, audience fragmentation continues to increase year over year. The standard approach to traditional TV buying no longer applies for effectively reaching target audiences. It is reported that 80% of adults use two or more devices while watching TV, presenting a need for marketers to incorporate a multi-platform approach in order to cut through the clutter. Digital commercial sync and second screen content tactics extend viewing from traditional TV sets simultaneously onto user digital devices. Utilizing this advanced technology, we can bridge the gap between traditional and digital, reinforcing messaging with video and display ads sent across second or third screens in the same household.
Digital commercial sync and second screen content are executed via technology embedded into manufacturer TV sets with the capabilities to recognize any content that appears on the screen including linear TV, OTT, movies, gaming consoles, and both live and on delayed viewing with devices such as DVR. The embedded device has the ability to both listen and see visuals of the exact programming on TV sets down to fractions of a second. Each TV set can be identified by household IP address (an Internet Protocol, or IP, address is a unique numerical label used to identify the household internet connection assigned by the internet service provider). Top indexing programming for the target audience will be identified prior to campaign start, enabling commercial sync technology to recognize the moment a user is exposed to such programming (such as ESPN, American Crime Story or the NBA) then serving a video or display ad to the smartphone or tablet.
With this tactic, two main targeting focuses will be executed. The first as an extension to the linear TV schedules, providing a true cross-screen strategy. Ads will be served to those who have previously viewed a linear spot implementing high levels of ad frequency needed for message recall. This strategy will drive the target audience to take digital action via consumption of additional NHTSA videos or website traffic after the initial linear exposure, which is indicative to higher funnel broad reach awareness.
Additionally, we will utilize this tactic as a means to capture audiences that have not been exposed to the NHTSA linear messaging. We will identify these users in real time as the campaign progresses, boosting exposure levels with additional mobile, tablet and desktop digital video impressions.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 27 of 32 Programmatic Video/Display As the media landscape rapidly evolves, daily consumer ad exposure has increased drastically year over year. For effective brand lift and recall it has become imperative for marketers to reach target audiences at various touch points across multiple platforms. Display advertising will include visual assets such as banner ads and high impact rich media. These pieces will be placed to appear on both premium publisher direct sites and on other sites via programmatic buying with audience segmentation data. Within the overall tactic mix, display will provide increased visibility at the highest level of brand awareness. With this placement we are able to execute mass reach towards the target audience while remaining the most cost-efficient digital media source.
Hispanic Programmatic To maximize reach and frequency, we will leverage audience targeting to reach Hispanic males 18-34 through display, video, and high impact placements across Hispanic premium publishers. We will utilize audience targeting via data signals and key data types such as demographics, behavioral, location and contextual, while simultaneously attempting to form an emotional connection with our audience through their passion points of entertainment, music, and sports (Soccer – MLS, Baseball – MLB, Boxing).
We will be activating video assets via in-stream inventory directly through YouTube and other premium publishers. The Hispanic plan will incorporate YouTube placement offerings such as TrueView for reach, which auto-optimizes to reach more unique users, as well as leverage TrueView in-stream units to remarket to viewers of the aforementioned TrueView for reach ads maximizing frequency.
The campaign will also leverage display and native placements to increase reach and drive site traffic visits.
Social Social media will continue to play an important role in the communications process. This will be done via a paid social campaign as well as by tapping into the social networks of personalities that Millennials engage with.
The top social sites for reaching the CIOT 18-34 male target are Facebook, Instagram, YouTube and Twitter.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 28 of 32 State Level Media Extensions
The state level plans can execute a number of strategies to build upon the base paid media reach provided in the national plan.
TV The national plan will use programmatic, audience targeting and OTT/CTV to reach the target audience with entertainment, non-sports programming. This will run on appropriate cable networks and will cover, due to audience targeting, a large number of them. In addition to this will be sports executions especially with ESPN and Turner Sports.
This allows the states to use local affiliates and networks the national plan will not use for the general market plans to place their local buys on appropriate dayparts and programming.
The national plan will run approximately a total of 100 GRPs across the three-week flight which allows for additional GRPs/impressions from state-level efforts.
Radio The national radio plan will strive to deliver 100 GRPs per week throughout the flight. With this heavy level of radio, the states may want to consider using their local media dollars toward audio streaming opportunities, such as Pandora and Spotify, and extended reach potential partners such as Sound Cloud, TuneIn and Radio.com.
Digital Digital opportunities offer sufficient inventory for states to increase reach and/or frequency within their geography on top of the national plan in a way that is most locally appropriate. This can include utilizing any of the many publisher sites that are created to reach young men or engaging a programmatic digital effort at the local market level that will build off of the national plan and expose the CIOT message onto a number of other sites to increase reach and frequency.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 29 of 32 Anticipated Budget Allocation
Advertising dollars will be allocated to broadcast and cable TV; radio; digital/social media; and Hispanic mediums approximately as detailed below.
Final dollar allocations may be affected by inventory conditions at the time of the buy.
8% 12% 35%
15%
30%
TV Digital Hispanic Radio Social
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 30 of 32 Glossary Television Linear TV: Television service where the scheduled program must be watched at a specific time and on a specific television channel.
Programmatic TV: A TV ad buy that uses data and automation to more precisely target specific consumer audiences.
Synched: Uses a technology platform to automatically trigger a digital ad campaign based on what was viewed on TV. This could extend to video ads on laptops, mobiles and tablets; display ads; ads seen on social media or search marketing.
Connected TV (CTV): Another term for Smart TV; refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. Connected TVs are designed to provide a more immersive experience for TV viewers by delivering interactive features such as web browsing, social networking, video-on-demand and video streaming in addition to regular television content.
Over-the-Top (OTT): A device connected to your TV distrusting streaming media as a stand-alone product directly to viewers over the internet, bypassing telecommunications, multichannel television, and broadcast television platforms that traditionally act as a controller or distributor of such content. Popular examples are Roku, Chromecast, Amazon Fire Stick, Apple TV and the major gaming consoles.
TV Everywhere: A feature of broadcast television services that lets users access live and on- demand content via mobile devices as part of their subscription to a paid TV provider. For example, if you have a cable subscription you can download the ESPN Watch APP and watch ESPN programming on your computer, table or phone – everywhere.
Radio Terrestrial: Any radio signal that travels along the land, is broadcast from a land based station and is received by land based receivers (AM/FM radio).
Audio streaming: Delivering real-time audio through a network connection.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 31 of 32 Digital Second Screen: A mobile device used while watching television, especially to access supplementary content or applications.
Programmatic Digital: Automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer within a specific context.
TrueView: A YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds. Sponsors pay only for ads that are viewed in their entirety or until 30 seconds have elapsed.
Overall Flight: Advertising timing strategy where ads or commercials are run during a period (called a flight). The higher the weight of the advertising, the more often it is seen.
Reach: The number of people you touch with your marketing message or the number of people that are exposed to your message during a given time.
Frequency: The number of times you touch each person with your message.
Audience Targeting: Using data points to target specific segments of the population based on their demographics, interests and behaviors.
Native Advertising: A form of paid media that matches the look, feel and function of where the ad appears. Native ads are often found in social media feeds or as recommended content on a webpage.
2020 Click It or Ticket High Visibility Enforcement Campaign • Media Work Plan page 32 of 32