ces - c space storytelling session - programmatic tv advertising
TRANSCRIPT
P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
Welcome to CES C Space S to ry te l l e r Sess ion :
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Programmat ic TV Adver t i s ing
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WTF IS PROGRAMMATIC TV ADVERTISING?
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P R O G RA M M AT I C T V A DV E RT I S I N G
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B U T M O V I N G F O RWA R D . . .
Programmatic buying
P R E V I O U S LY
An automated, technology-driven method of buying and delivering
linear TV advertising
Buying an individual ad impression
In real time
For an opportunity…
To show one specific
message
To one specific
consumer or household
In one specific context
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W H Y P R O G RA M M AT I C T V M ATT E R S
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T O P RAT E D T V P R O G RA M S BY Y E A R
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1951 1961 1971 1981 1991 2001 2011
1954I Love Lucy
1974All in The Family
199460 Minutes 2014
Sunday Night
Football
% R
EA
CH
S P E N D I N G C O M PA R I S O N S
0
2
4
6
8
2016 2020
BIL
LIO
N $
10
12
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16
18
20
0
2
4
6
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12
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18
20
Digital Video (eMarketer 2015)
Programmatic TV (proj IDC)10B
15B
1B
12B
Digital Video = 10.64% Programmatic TV = 86.12%
P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
T H E N E W P R O G RA M M AT I C T V E C O S Y S T E M
M A R K E T I N GT E C H N O L O G Y
B R A N D
M A R K E T P L A CE
A G E N C Y
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T O DAY ’ S PA N E L I S T S :
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M I C H A E L G I A R D I N A@GlenfiddichSMW
R A N D Y W O O T T O N@Randy_Wootton
J A R O D C A P O R I N O@ResoluteDigital
A D A M G A Y N O R@asgaynor01
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Targeting ROIData
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CENTRAL HUB(SSP) REPORTING
CONTINUOUS FEEDBACK
CONTINUOUS FEEDBACK
TRIGGER CAMPAIGN
REAL-TIME BIDDING
CENTRAL HUB(SSP)
REAL-TIME BIDDING
TRIGGER CAMPAIGN
REPORTING
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Holistic View
Targeted Households
Maximize Message
Impression by Impression Buying
Efficiently Purchase Impressions
Allows Control of Message
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P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
T O DAY ’ S PA N E L I S T S :
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M I C H A E L G I A R D I N A@GlenfiddichSMW
R A N D Y W O O T T O N@Randy_Wootton
J A R O D C A P O R I N O@ResoluteDigital
A D A M G A Y N O R@asgaynor01
P R O P R I E T A R Y & C O N F I D E N T I A L . C O P Y R I G H T © 2 0 1 5
WHAT WILL IT TAKE TO MAKE PROGRAMMATIC
TV REAL?
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M A K I N G P R O G RA M M AT I C T V R E A L
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A D D R E S S A B I L I T Y AT S C A L E1
P E R S O N -B A S E D ATT R I B U T I O N2
M A R K E T I N G I N N OVAT O R S3
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K E E P T H E C O N V E R S AT I O N G O I N G !
D R I N K S I N R E C E P T I O N
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O P T I O N A L
Real-Time Addressable[Impression by Impression Buys]
Households, Devices
Impression by Impression
R E A C H
P R O G R A M M AT I C T VData-driven, software based TV advertising [IAB]
O P T I M I Z A T I ON
Traditional TV[National & Local Linear Programming]
Broad Segments
Program, Daypart only
N/A
Advanced TV Targeting[Program Targeting]
Segment Level
Narrow Audiences
Periodic Real-time
HouseholdAddressable[HH Targeting]
Household Demos
Household Level
Periodic
C O N T R O L
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