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Addressable. Reach and Scale. The largest national addressable ad platform (8.5 M HH increasing to 11 M in Q4 2012) offering household-level targeting to allow advertisers to reach just their intended audience

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Addressable

  • Addressable


Reach and scale

Reach and Scale

  • The largest national addressable ad platform (8.5 M HH increasing to 11 M in Q4 2012) offering household-level targeting to allow advertisers to reach just their intended audience

  • DIRECTV has been testing the system with a select group of leading advertisers and is now ramping up to a full deployment in January 2013


Delivering improved roi

Delivering Improved ROI

Efficiency

  • Effective CPMs – efficiency measure compared to GRPs, reach your desired audience for less than your current buys

Engagement

  • Time Spent Viewing the Ad – engagement measure that should be higher due to increased effectiveness

Effectiveness

  • Closed Loop – matchback of viewing sample to client transaction data (process still in development and requires additional time and approvals

Increases in Efficiency, Engagement and Effectiveness yields a better return on advertising spend


Efficiency lower effective cpms target audience m25 54 150k income

Efficiency – Lower Effective CPMs(Target Audience M25-54, $150K+ Income)

  • Traditional Ad Buy

  • Buying Target: M25-54, $150K+  Buying Impression Goal: 114M M25-54  Investment: $2,000,000, gross CPM = $17.50

  • Delivered Target: 114M M25-54 @ $17.50 CPM  but only 14M are true target of $150K+ = $140 eCPM

A small percentage of the audience is within the true target demo, increasing the effective CPM to $140

DIRECTV Addressable Buy

Buying Target: M25-54, $150K+  Buying Impression Goal: 14M M25-54, $150K+  Investment: $980,000

Delivered Buying Target: 14M M25-54, $150K+ @ $70.00 eCPM

100% of the audience is within the true target demo reducing the effective CPM by 50% to $70,achieving savings of $1,020,000in this example

M25-54 M25-54, $150K+


Make your investment work harder and go farther target audience m25 54 150k income

Make Your Investment Work Harder and Go Farther (Target Audience M25-54, $150K+ Income)

Traditional Ad Buy

Buying Target: M25-54  Gross CPM: $17.50, Invest $2,000,000 to reach 114M M25-54, but only deliver 14M impressions against the true target of $150K

True Target Reach: 14M

Buy Efficiency: 12.3%

DIRECTV Addressable Buy

Buying Target: M25-54, $150K+ , Invest $2,000,000 at a targeted CPM of $70.00, All impressions are within the true target

True Target Reach: 28.6M

Buy Efficiency: 100%

Same Investment reaches more than 2x the true target audience

M25-54 M25-54, $150K+


Ad engagement time spent viewing

Ad Engagement – Time Spent Viewing

% of Ad Viewed

  • Enhanced relevancy due to targeted capabilities equates to higher viewer engagement

  • Initial addressable television advertising trials have proven:

    • Ads targeted to the right HHs will be viewed for a 35% longer duration than ads targeted to all HHs*

  • Post campaign reporting will include ad viewing time as measured by third-party (KANTAR)

*Data sourced by SMG


Effectiveness closing the loop from advertising to desired action or purchase

EffectivenessClosing the loop from advertising to desired action or purchase

TargetAudience

Viewed Addressable Ad

Purchased

Vehicle

Match Back

Purchase Data

  • NOTE: Match back analysis performed using test and control methodology to isolate impact of advertising and measure effectiveness. Match back purchase data supplied by client via 3rd party privacy compliant process.


Addressable

DIRECTV Addressable System

Advertiser commercial is pushed to DVR for future play out

Addressable Break Occurs

Measurement

KANTAR measures and produces campaign performance report

DIRECTV

Data

3rd Party Data

HH Profiles live on the DVR using both DIRECTV and 3rd Party Data elements

DIRECTV delivers appropriate advertisement to target audience


Targeting and attributes

Targeting and Attributes

  • Establish advanced target using both DIRECTV and Experian data mapped to the HH level including:

    • Customer Attributes such as Geography, Age, Income, Sex, Occupation, Kids in Home, etc.

    • Behavioral Attributes such as VOD purchasers, Premium Channel Sub, etc.

    • Psychographic Attributes such as Weight Conscious, Environmentally Friendly, etc.

  • Clients can also provide custom data sets that can be matched to the DIRECTV audience in a privacy compliant manner


Measurement

Measurement

*Sample screen shots of third-party KANTAR reports not associated with actual campaigns

  • Third-Party campaign post reporting and analysis provided by KANTAR

  • Available metrics will include:

    • Impressions

    • Reach and Frequency

    • Ad retention time

    • Impressions distribution:

      • By network, daypart and programming genre


Addressable

  • Addressable Appendix


Lets get started it s as easy as 1 2 3

1

2

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Lets Get Started It’s as easy as 1,2, 3…

Establish advanced targeting criteria using both DIRECTV and Experian data mapped to the HH level including: Customer, Behavioral, Psychographic, and Custom variables

Deliver your message to the appropriate HHs that match your targeting criteria, wherever and whenever they are watching television

Measure and quantify campaign results through third-party post reports provided by KANTAR.

Available metrics include: Impressions, Reach & Frequency, Ad retention Time & Impression distribution


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