tv advertising is broken
DESCRIPTION
PMG’s approach to the problems with TV advertising.TRANSCRIPT
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| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 1
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| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 2
We believe someday advertisers will be able to
compute and distribute their precise bids for
every impression available across all of
television.
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| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 3
But sometimes the future takes longer to get
here than we’d like.
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We work with advertisers that are unwilling to
wait for precision and the performance that
comes with it.
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We address television’s two biggest problems:
Targeting and Measurement
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The way TV is targeted is
inefficient.
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These men
are all
18-35.
These men are all 18-35.
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These men
are all
18-35.
How many of them look exactly like your
best customers?
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These men
are all
18-35.
This means you are paying to reach people that aren’t
going to be your customers.
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Attribute rich targeting naturally decreases wasted
impressions/increases response and brand awareness.
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| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 11
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trying to find Waldo…
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…using the same technology these
guys used.
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| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14
Why agencies keep talking about the great
rates they get...
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…is because they can’t talk about a better
way to find Waldo.
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| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16
The fact is: targeting works.
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It works for direct mail…
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it works for online…
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and it works for TV.
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and it works for TV.
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Mapping the entire TV inventory with set top box data
appended with micro attributes increases the
performance of our clients’ campaigns by at least 25%
$150
$160
$170
$180
$190
$200
$210
$220
$230
$240 C
ost
pe
r O
rde
r
Week-Over-Week Performance
26% reduction
in CPO
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The way TV’s impact is measured is
imprecise and inefficient.
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Marketers spent $63B on TV last year
(that’s 3X what was spent online).
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But too often the answer to the question
“How many new customers did I get from TV?” is…..
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“TV’s true ROI cannot be measured” or…
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TV is all about “mindshare” and “awareness”
and other “unmeasureables”…
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Measuring TV’s impact on web and retail channels can
be complex.
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And while branding is clearly important….
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…why does “branding” mean “don’t measure”?
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TV’s impact is reliable, durable and predictable.
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We use TV spend to predict multi channel sales.
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The RED LINE is our forecast made prior to Q1.
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The BLUE LINE is actual weekly retail sales.
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Our forecast had a 95% accuracy.
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These results are typical.
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In other words, we tell our clients, for every
dollar they spend on TV, how many people will
drive to a store and buy their product.
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We do this three months in advance and are
accurate within 5% weekly.
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BTW, this works exactly the same
with web sales.
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To review: We target precisely…
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And measure accurately.
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We are delivering more of what advertisers want
for less effort and less money than what they
are spending now.
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Aaron Hendon| Business Development Manager
Proceed Media Group
206.280.3312