the paradigm shift in tv advertising - event schedule & … · · 2017-11-08the video viewing...

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Paradigm Shift in TV Advertising Bruce Mello-Adobe Ad Cloud TV


The video viewing experience has changed Viewer’s choices have changed our ability to market to them

1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020

VCR

Cable

DBS Satellite

DVR HD DVD Blu-Ray

Satellite Radio

Time-shifted Viewing

7th Gen Game Console

Broadband

HDTV

VOD

Smartphone

TV Skinny Bundles

What’s Next?

Streaming Radio 8th Gen Game Console

1965

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

2016 2015 2014 2013 2012 2011 2010 2009 2008

455 421

389

349

288 266

216 210 182

SOURCE: FX Networks

Original TV Content

Increased by 150%


Explosion of Access

Points


The Challenge It is increasingly difficult to deliver target audiences effectively and at scale


GRPs are being misrepresented


Reach & Frequency Management is Out of Control

3x


Advanced TV Value Proposition


Advertising Cloud TV

Deliver Precision Against a Strategic Target with Minimal Waste

Deliver Incremental Reach to a Base TV Plan

Competitive Conquesting


Leverage Unique Data Sets to Target Linear TV Audiences

3RD-PARTY DATA

Nielsen MRI TV DATA

Set-Top Box Data TV Manufacturer

Demo and viewership data from Smart TV manufacturers

Household-level data from cable providers

Aggregated data from Nielsen’s panel

1st-Party Data Import into Ad Cloud

1ST-PARTY DATA

Import your 1st-party segments from Adobe Audience Manager or from your preferred

DMP

ADVERTISER


How It Works


Target: M18-49 + Strategic Target

Base TV Plan Q3 2016 18.1% reach M18-49 w/

Strategic Targets

Quintile 1 94.5% (000) to 20% of Audience w/

a Frequency of 4.1

Traditional Base Plan Strategy Overview


Reach Continues to be a Challenge, Over Exposing Heavy TV Viewers

Increasing TV spend on a base investment exponentially increases frequency

0

1

2

3

4

5

6

7

8

QUINTILE 20% HEAVIEST

QUINTILE 40% QUINTILE 60% QUINTILE 80% QUINTILE 100% LIGHTEST

FRE

QU

EN

CY

OVER EXPOSED

NEW EXPOSED

EFFECTIVE FREQUENCY

61% REACH


Software and data help expand incremental reach Analysis using actual spots purchased highlights incremental reach performance

0

2

4

6

8

10

12

QUINTILE 20% HEAVIEST QUINTILE 40% QUINTILE 60% QUINTILE 80% QUINTILE 100% LIGHTEST

FRE

QU

EN

CY

Strategic Reach Analysis PTV Incremental

Expand reach and maximize

ad frequency to lightly exposed and

unexposed groups


Case Studies


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Original Base Buy Reach Reinvestment into Base Buy Base Buy + ATV Reach

Efficient Strategic Targeting & Reach with Adobe TV | Auto

Objective

1)  Use data-driven planning to add Strategic Reach and lower cost per reach point for a promenent truck brand

2)  Reach a custom strategic target of “Durable & Trusted” in market auto consumers.

Solution Adobe TV identified and targeted inventory better than traditional buying methods to achieve increased strategic reach.

Res

ults

+9.3M Incremental

Strategic Impressions

+145% % Increase in Incremental

Reach vs. Proposed Reinvestment

$3.7M $3.7M $3.7M

$2.8M

$2.8M 10%

Incremental Reach

(6.4M imps)

25% Incremental

Reach (9.3M imps)


Converted Households 4,909 HHs 2,037 HHs

Conversion % 0.7% 0.3%

Number of Households Analyzed 760,194 HHs 760,194 HHs

Viewers Exposed to TV Ad Campaign

Control Sample (Did Not See TV Ad)

Lift in Conversion From ATV Campaign

= +141%

Conversion Results Overview-Travel Users exposed to the travel ad were 1.4x more likely to visit the Travel company’s website


Ad Cloud TV

Targeting

Reach Insights

ACROSS ALL CHANNELS


Adobe Ad Cloud

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the paradigm shift in tv advertising - event schedule & … · · 2017-11-08the video viewing...

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