TV NET REACH MAXIMIZER LONDON MOBILE DAY, 20TH NOVEMBER

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Randolf Williams
7 years ago
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1 TV NET REACH MAXIMIZER LONDON MOBILE DAY, 20TH NOVEMBER

2 THE TV LANDSCAPE IS BECOMING UNLIMITED NO DEVICE CONSTRAINTS NO CONTENT CONSTRAINTS NO TIME CONSTRAINTS

3 TV-PROGRAMMING NOWADAYS IS MORE CLASSIC TV CLASSIC TV AGF measured not measured 83% Monthly reach CATCH UP VIDEOPORTALS VIDEO ON DEMAND SOCIAL NETWORKS* CONTENT SITES* 63% TOTAL Monthly reach ** *Relevant for Video; ** relevant for instream video ads Source: PINPOINT, 1 HY 2014, AGF

4 DIGITAL VIDEO IS BOTH: REASON FOR FRAGMENTATION, AND THE SOLUTION FOR IT % - 5% 68% 50% Total Video reach 73% + 2% 75% TV classic dig. Video TO OPTIMIZE REACH WE NEED TO ADAPT OUR MEDIA PLANNING *Source: AGF, Target Group: Men 25-49

5 4 POINTS DEMANDING A HOLISTIC VIDEO APPROACH Changing media usage Balancing the impacts so they reach all age groups ROI from video can compete with TV Video helps leverage incremental reach 5

FIRST SINGLE SOURCE SOLUTION FOR CROSS-CHANNEL PLANNING BENEFIT OF THE GFK Nielsen Approach - IS THE MEASUREMENT OF ONLINE AND OFFLINE MEDIA-USAGE IN

6 FIRST SINGLE SOURCE SOLUTION FOR CROSS-CHANNEL PLANNING BENEFIT OF THE GFK Nielsen Approach - IS THE MEASUREMENT OF ONLINE AND OFFLINE MEDIA-USAGE IN ONE SINGLE SOURCE PANEL GFK Nielson - SAMPLE Single source of data NO ALGORITHMS NO PROBABILITIES MEASURED SINGLE- SOURCE-DATA TV AND DIGITAL BUT REAL DATA

7 PINPOINT PLANNING TOOL ALLOWS US TO ASCERTAIN THE OPTIMIUM BALANCE BETWEEN TV AND DIGITAL BUYING NET-REACH DEVELOPEMENT WITH INCREASING VIDEO-SHARES % % 95% 90% 85% 80% 75% 70% 65% 0% 5% 10% 15% 20% 25% 30% 35% Digital Invest TV Invest Net reach Source: Pinpoint; Video-Mix (YT, SOM, fb) M Equal Costs, YT=True View, fb = Video Views

8 TV / DIGITAL OVERLAP CAN NOT BE AVOIDED UNTIL NOW Total Population Target Audience TV Contact Digital Contact 8

9 CHALLENGES FOR SMART DATA CONNECTION OF TV / DIGITAL 1. No valid measurement of Unique TV Users 2. No Unified cookie for cross-device-targeting Data Barrier 3. No data engine at the heart of multiscreen campaigns that works with real tv usage data in real-time. All actual approaches are based on statistic prognosis. 9

10 OUR SOLUTION IS BASED ON REAL TV & DIGITAL USAGE TRACKING TV SMILES TV Audio Tracking Daily Users Data Engine Reach over 30 Mill Unique Users Harvest Data Analyze Data Activate Data 10

000 Active Users 1 2 3 4 Download App from Google Play or itunes TVC detection via audio signal tracking App

11 INTRODUCING TV-SMILES TV Smiles is a smartphone app that incentivises users while watching TV ads. Daily Reach: Active Users Download App from Google Play or itunes TVC detection via audio signal tracking App collects a TV Smile Icons for every TVC Users can exchange their Smiles in the TV Smiles Incentive Store Source: * Appazaar Mobile App Nutzungsstudie // TVSmiles Spot detection from Monday to Friday, May

12 AMNET IS DAN S DATA ENGINE AT THE HEART OF ALL CAMPAIGNS DATA SECURITY TECHNOLOGY DAN AUDIENCE CENTER PERFORMANCE CONSUMER FOCUS PROGRAMATIC Data Collection & DELIVERY Programatic Delivery REAL-TIME OPTIMIZATION Extensive Targeting EXTENSIVE TARGETING Dynamic Creative DYNAMIC CREATIVE Data Privacy CCS CONNECTED Brand Safety SINGLE VIEW OF CONSUMER CCS Connected Single View of Consumer DATA PRIVACY BRAND SAFETY

USE CASE: HOW AMNET DELIVERS INCREMENTAL REACH Data Engine 2. Frank is checking the matchday video recap on kicker.de on Sunday morning. The Video Player on kicker.

13 USE CASE: HOW AMNET DELIVERS INCREMENTAL REACH Data Engine 2. Frank is checking the matchday video recap on kicker.de on Sunday morning. The Video Player on kicker.de does not stream the Philips Shaver Spot to avoid multiple contacts in a too short time period 1.On Saturday afternoon Frank is watching Football on TV. He has activated TV Smiles which detects the brand new Philips Shaver Spot with Jürgen Klopp. 3.Franks Buddy Tom didn t watch the match on Saturday on TV. As he is watching the matchday recap video on Bild.de, amnet streams the Philips shaver spot

14 TV SMILES USER CARLA WATCHES YOUR SPOT ON THE TV SCREEN APP COLLECTS DATA BY AUDIO RECOGNITION: WHAT TV CONTENT CARLA CONSUMES WHAT TVCs SHE HAS WATCHED

15 AMNET MATCHES CARLA S TV USAGE WITH HER PROFILE DATA AMNET TV-MAX MODEL profiles Optimized Multiscreen Video Advertising Profile matching

16 AMNET SERVES CARLOS THE AD BECAUSE HE HAS NOT SEEN IT YET VALID TV USAGE DATA IS KEY amnet can recognize, if Carlos is statistically is likely to have already watched the TVC If so, amnet will not serve him the ad If not, amnet will serve him the spot to add net reach to the campaign

17 NET REACH & FREQUENCY BOTH CAN BE OPTIMISED TV CAMPAIGN TVC Contact YES Contact NO More OTS More net reach 17

18 INSTEAD OF SERVING ADS TO PEOPLE WHO VE SEEN THE AD Total Population Target Audience TV Contact Digital Contact 18

19 WE ARE NOW ABLE TO OPTIMIZE REACH MORE PRECISELY Total Population Target Audience TV Contact Digital Contact 19

20 PINPOINT & AMNET TV-MAX PROVIDE ADDITIONAL VALUE EXEMPLARY ILLUSTRATION OF NET REACH DEVELOPMENT Net reach in % Pinpoint + amnet TV-Max Linear TV + Digital Video Linear TV only Costs

21 AMNET TV NET REACH MAXIMIZER KEY BENEFITS 1. Additional net reach or frequency for your TVC! 2. Optimization based on actual valid TV usage data 3. Multiscreen video adserving 4. Capitalizing on second screen behaviors to drive incremental reach

22 CARAT. REDEFINING MEDIA.

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