4a's transformation 2014 - march 18 - louis jones, maxus
DESCRIPTION
The Future of Media is Addressable: From the Set-top Box to Programmatic Louis Jones, North American CEO, Maxus Visit http://www.4astransformation.com for more information.TRANSCRIPT
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4A’s Initiative Addressable Platforms
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Addressable Television
Identify and target homes based on viewing patterns, customer lists, advanced demography and purchase behavior.
Current Addressable Universe41mm HouseholdsDirectTV 12mm
Dish 8mm
CableVision 3mm
ComCast 18mm
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4A’s Addressable Goals
Facilitate the Growth of Addressable TV & Online:
Best Practices in Digital that impact National Addressable TV (Summer)
Year 1 recommendation for Addressable TV Best Practice (4Q)
Connecting the Addressable TV and online for greatest value extraction for advertisers (1Q)
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GET PERSONAL THROUGH ADDRESSABLE TARGETING
Audience Buying
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Addressability for the near future
• The Acceleration factors…….
• # of HH’s: 20MM to 60MM, what next?
• Cable/Satellite/Telephone Systems: Achieving scale
• Delivery systems: Invidi, VisibleWorld, BlackArrow, etc
• Type: Linear, VOD, Online: what’s most effective: alone/together
• Targeting basis: Demo, Psycho, Behavior
• Measurement: Rentrak, Shopcom, etc.
• The economics: who benefits and how?
• Who does the work/where data is available?
• Custom or Programmatic? Premium vs Long Tail?
• What is the right CPM? What is the right media mix/balance?