SHIFTING SCREENS TACKLING TV IN TODAY’S VIEWING LANDSCAPE Noor Naseer senior director media innovations + technology + The Ways to Watch THE + What We Can Buy: TV WATCHING + What We Can Buy: Digital Video AGENDA + Takeaways WHAT & HOW ARE WE WATCHING TODAY? WE’RE WATCHING LESS CABLE TV, MORE OF EVERYTHING ELSE
AVERAGE TIME SPENT AVERAGE TIME SPENT PER DAY PER DAY WITH TV WITH DIGITAL VIDEO (hrs:mins) (hrs:mins)
4:05 1:38 3:56 3:45 1:32 3:36 3:31 1:19 1:26 1:11
2016 2017 2018 2019 2020 2016 2017 2018 2019 2020
Source: eMarketer Report, US Time Spent with Media CORDED RELATIONSHIPS ARE CHANGING RAPIDLY
1 2 3 4
TRADITIONALS SHAVERS CUTTERS NEVERS LOYALTIES BELONG TO NO SINGLE SCREEN
1 2 3
By 2019, cord Currently 1/4th 45% of cutters will of Americans are Americans will be outnumber cord cutters cord cutters or cord-nevers cord nevers by 2023 ADVANCED TV SUPPORTED BY ADVERTISERS, AGENCIES
Improved targeting was the No. 1 benefit of Advanced TV cited by media agency and marketing decision-makers
LEADING BENEFITS OF ADVANCED TV ADVERTISING According to US Agency & Marketing Decision-makers VIDEO & TV SPEND SET TO CONVERGE
US DIGITAL VIDEO AND TV AD SPENDING (% of total media ad spending) 40%
31.2% 28.7% 30% 26.4% 24.9% 23.5%
20% 17.5% 15.3% 16.4% 13.9% 12.4%
10%
0% 2018 2019 2020 2021 2022 TV Video
Source: eMarketer LET’S GET CLEAR ON WHAT ADVANCED TV IS MANY WAYS TO BREAK IT DOWN THE CORE TYPES OF ADVANCED TV KEY INTERACTIVE ARE ALL SUBSETS OF ADVANCED TV FOR MEDIA BUYERS
OTT PROGRAMMATIC TV ADDRESSABLE TV
Any app, website or An automated, technology- Targeted TV ads delivered on a hardware that provides or data-driven method of home-by-home basis via cable, streaming video content buying linear TV ads, both satellite and telco boxes. It over the internet bypassing broadcast and cable, includes both linear and video-on- traditional distribution including those that appear demand (VOD) delivered in this on time-shifted TV or way, but excludes connected TV, recorded on a DVR. smart TV and OTT. ADVERTISING THROUGH OTT APPROACHING OTT CATEGORIES THE DIFFERENT WAYS TO CONSIDER BUYING
TRADITIONAL BUY DIGITAL BUY
TV EVERYWHERE VIRTUAL MVPD CONNECTED TV (Multi-channel video programming distributor) Access via paid Access via internet Streaming subscription only subscription device
Refers to television programming that is delivered using the open internet, regardless of which device it is viewed on. HOLISTIC APPROACH: VIDEO ACROSS SCREENS
TV EVERYWHERE VIRTUAL MVPD CONNECTED TV (MULTI-CHANNEL VIDEO PROGRAMMING DISTRIBUTOR) ACCESS VIA PAID SUBSCRIPTION OR ACCESS VIA INTERNET ONLY STREAMING CONTENT VIA AUTHENTICATION SUBSCRIPTION CONNECTED DEVICE CONNECTED TV USAGE IS GROWING QUICKLY
195 55.1 MILLION 77% MILLION people will be of U.S. consumers watching CTV households had expected to cut in 2019 connected TVs as the cord by of July 2019 2022 POPULAR OTT VIEWERSHIP
32% 33% 29% 31% 26% 20%
2018 2019 2020 2021 2022 2023
28% 29% 30% 26% 23% 51% 52% 52% 48% 50% 20% 45%
2018 2019 2020 2021 2022 2023 2018 2019 2020 2021 2022 2023 BENEFITS OF CONNECTED TV ADVERTISING
1 GREAT 2 NON- 3 LESS VIEWABILITY SKIPPABLE CLUTTER 100% viewable 100% non-skippable Less cluttered ad premium inventory inventory environment with shorter ad lengths
4 EXCLUSIVE 5 ENHANCED 6 BETTER VIEWERSHIP TARGETING PERFORMANCE Reach cord cutters Enhance targeting Enables higher and cord nevers and minimize waste completion rates PLACING A CTV/OTT BUY OTT/CTV CAMPAIGN SETUP
SELECT SPECIFY INVENTORY DAYPART FREQUENCY DEVICES GEOGRAPHY Select device Select national Select specific Maximize scale Apply a frequency type to target: targeting or PMPs or open by targeting all cap to control Connected TV large DMAs exchange inventory times of day, or frequency of ads based on target use dayparting to served to targeted audience match viewers’ households schedules CONNECTED TV: PMP DEALS BASIS DSP PMP LIBRARY CORE TYPES OF OTT INVENTORY
DEMOGRAPHIC VERTICAL NETWORK OTT WATCHING POLITICAL AUDIENCES CATEGORIES RUN HABITS LEANING Reach relevant Business/finance, Select CTV inventory Target light, Consuming news demos, regardless health/wellness, specific to an medium and content related of content news, weather, available cable heavy TV viewers network of choice that heavily skews consumed sports, etc. towards a party ADVERTISING ON PROGRAMMATIC TV ADVERTISING ON PROGRAMMATIC TV
A QUICK A technology-automated and data-driven method of DEFINITION buying and delivering ads against linear TV content PROGRAMMATIC TV AD SPENDING SCALES UP
US PROGRAMMATIC TV AD SPENDING One of the drivers of programmatic TV (Millions and % of TV ad spending) ad spending is the coordinated $5,000 $4,727.2 buying of inventory across TV and
$4,000 6.8% programmatically enabled
$3,000 $2,766.8 digital channels.
$2,000 $1,746.7 $1,088.4 By 2020, over $4.7 billion in $1,000 $641.6
0.9% TV ad spending will be transacted $0 2016 2017 2018 2019 2020 programmatically, compared with $641 million in 2016. PROGRAMMATIC BUYING ACCESS TO 1000+ LINEAR NETWORK OPTIONS
LOCAL NATIONAL NATIONAL NATIONAL BROADCAST BROADCAST CABLE SYNDICATION THE BENEFITS OF PROGRAMMATIC TV
IMPROVED ONE-STOP AUDIENCES & MEDIA PLANNING SHOPPING OPTIMIZATION
Target audiences based on Enables planning and TV campaign plans convert 3PD (demo, lifestyle, ordering against multiple to audience based buys audience profiles, etc.) inventory sources (nat’l networks, MVPDs, Orders optimize in-flight to Offers impression-based syndicators, broadcast meet goals and ID targets buying (CPM basis) affiliates) ADVANCED TV REPORTING & MEASUREMENT OTT/CTV: WHAT WE CAN REPORT AGAINST
VIDEO IMPRESSIONS QUARTILES COMPLETES UNIQUES
Impressions broken 1st, Midpoint, 3rd Completed views, Number of unique out by network CPCV devices reached PROGRAMMATIC TV: WHAT WE CAN REPORT AGAINST
DMA DAY OF SPOT BREAKDOWN NETWORK DAYPART WEEK LENGTH MIX
Major market ABC, CBS, FOX, Early morning, Weekday, :30s vs :15s distribution NBC, CW, CNN Daytime, Early weekend Fringe, Prime, etc. BUT WHAT ABOUT DIGITAL VIDEO!? PROGRAMMATIC VIDEO: WHAT’S OUT THERE?
+ 15+ video exchanges + 14 billion video opportunities per day PROGRAMMATIC ONLINE VIDEO
Online Video Formats BENEFITS Video viewers at scale Extend TV spots to digital formats and target by demo, behavioral ,context, etc. In-Stream Interstitial Execute video everywhere Mobile, Desktop, Tablet, OTT, etc. Customize performance Data Driven auto optimizations with a human touch
In-Banner Out-Stream VIDEO TARGETING OPTIONS PROGRAMMATIC VIDEO GETTING STRATEGIC
CONTEXTUAL CUSTOM SITE LIST PRIVATE AUDIENCE VIDEO COMPLETION RUN OF NETWORK MARKETPLACE RETARGETING PARTNER-SPECIFIC VIDEO OFFERINGS ENGAGING CANVAS
OVERVIEW Create and serve cutting edge creative executions. Maximize user engagement, with a blank canvas that allows for unlimited content integrations, across all platforms and device.
+ Completely Customizable
+ User Initiated
+ Creative Build = Added Value! SHOPPABLE VIDEO
OVERVIEW Transform any existing video asset into a shoppable, engaging non-intrusive unit to boost brand awareness and drive engagement in a seamless cross- screen environment + Makes Video Clickable
+ Creative Functionality = Added Value!
+ Average CTR = 7.3%! HOW SHOULD I PLAN FOR ALL THESE WATCHABLE SCREENS? CONSIDERATIONS FOR A MEANINGFUL ADVANCED SCREEN STRATEGY
1 Consider objectives, viewing habits + budgets
2 Has your audience cut the cord?
3 Are you looking for a niche consumer?
4 Do you have narrow geographic parameters?
5 Manage expectations on measurement QUESTIONS? THANK YOU!