how to evaluate a programmatic tv platform

© 2017 Quigley-Simpson

March 20th, 2017

HOW TO EVALUATE A PROGRAMMATIC

TV PLATFORM

2+ YEARSVETTING AND TESTING

VARIOUS PTV PLATFORMS

13TOTAL CAMPAIGNS

ACTIVATED

24,594TOTAL SPOTS BIDDED

6,004TOTAL SPOTS SECURED

35TOTAL NETWORKS

(NATIONAL & LOCAL)

221STATION AFFILLIATES

PROGRAMMATIC TV EXPERIENCE AT-A-GLANCE


3

8 CRITERIA FOR EVALUATING A PROGRAMMATIC TV PLATFORM

FULLY AUTOMATED PLATFORM CONNECTING SELL-SIDE TO DEMAND-SIDE IN NEAR REAL TIME

MACHINE-ENABLED EFFICIENCY

NOT SIMPLY OUT-SOURCING BUYING DUTIES TO ANOTHER TEAM OF BUYERS

DASHBOARDS ≠ AUTOMATION


15

6

ACCESS TO LINEAR TV INVENTORY

LOCAL AND NATIONAL SPOTS AIRED ON BROADCAST AND/OR CABLE NETWORKS

NOT JUST STREAMING VIDEO OR OTT PLACEMENTS


62

OPEN EXCHANGE WITH DIRECT ACCESS TO INVENTORY

TRANSACTIONS BETWEEN ADVERTISER AND NETWORK FACILITATED BY TECHNOLOGY

NO SPEND COMMITMENTS OR PRE-NEGOTIATED BUY STRUCTURE REQUIRED


73

ADVANCED TARGETING CAPABILITIES

ABILITY TO GO BEYOND AGE AND GENDER DEMOS

OPTION TO LAYER 1ST AND 3RD PARTY DATA FOR ENHANCED BUY TARGETING


84

BLACK/WHITE LIST FUNCTIONALITY

ENSURE BRAND SAFETY WITH THE ABILITY TO BLOCK CONTENT DOWN TO NETWORK AND PROGRAM LEVEL

BID BOOST CAPABILITY INCREASES CLEARANCE ON HIGH-DEMAND CONTENT AND DAYPARTS


95

THIRD-PARTY VERIFIED POSTING

NIELSEN OR RENTRAK POSTED DATA TO CONFIRM AUDIENCE DATA

AS ALWAYS, TRUST… BUT VERIFY


106

COMPLETE SCHEDULE AND COST TRANSPARENCY

KNOW EXACTLY WHERE YOU RAN AND WHEN – DMA, NETWORK, DAYPART, DATE, AND TIME

UNDERSTAND THE TRUE MEDIA COST AT THE SPOT LEVEL


117

SELF-SERVICE PLATFORM

ENABLES DEEPER UNDERSTANDING OF PLATFORM STRENGTHS, LIMITATIONS AND AREAS OF OPPORTUNITY

MAXIMIZES AGENCY IP AND DEVELOPS EXPERIENCE THAT CAN BE REAPPLIED TO FUTURE CAMPAIGNS


128

FULLY AUTOMATED PLATFORM

1ACCESS TO LINEAR TV

INVENTORY

2OPEN EXCHANGE

WITH DIRECT ACCESS TO INVENTORY

3ADVANCED TARGETING

CAPABILITIES

4

BLACK/WHITE LIST FUNCTIONALITY

5THIRD-PARTY

VERIFIED POSTING

6COMPLETE SCHEDULE

AND COST TRANSPARENCY

7SELF-SERVICE

PLATFORM

8

CRITERIA SUMMARY13


CASE STUDIES

15 ALLERGY SUFFERERS

RELEVANT MESSAGING THROUGH PROGRAMMATIC TV

A core consumer segment for one of our brands is allergy sufferers

Brand was looking for ways

to be more strategic in

reaching this consumer

Target is most receptive to

related product messaging once allergies have been triggered

A key allergy trigger for many is a high pollen

count – but affected DMAs change quickly

over time


TARGETING ALLERGY SUFFERERS16

17

PTV technology enabled us to apply IMS Health data to dynamically target markets experiencing high-pollen counts and reach allergy sufferers at the height of message relevancy

July 12, 2016 | © 2016 Quigley-Simpson

Pollen count heat mapping and market-level trends used to optimize buy throughout the campaign

Report sample

SOLUTION: DYNAMIC DMA TARGETING17

18 MILLENNIAL MEN

LEVERAGING SOCIAL INSIGHTS FOR ADVANCED TARGETING

Millennial men are the target for one of our brands

Young males are increasingly

difficult to reach via TV

Social media engagement

remains high and can help uncover emerging trends for TV targeting

However, traditional TV

lead times make it difficult to

quickly respond to ever-evolving

social trends


TARGETING MILLENNIAL MEN19

Programmatically targeted the most relevant and buzz-worthy programs being talked about by the same consumers engaged in conversations with our brand. Leveraged the enhanced agility and targeting of Programmatic TV to curate weekly schedules around highest indexing shows.

SOLUTION: SOCIAL AFFINITY TARGETING 20

“Loving my new purchase. Thanks @BrandX!”

BRAND ENGAGEMENT

TV PROGRAM MENTION

ENHANCED TARGETING

“Mr. Robot is the best show on TV. Yea, I said it.”


✚

QUESTIONS?

how to evaluate a programmatic tv platform

Marketing