Doing TV Like Its Digital by Matt Collins, SVP of Marketing, and - - PowerPoint PPT Presentation
Doing TV Like Its Digital by Matt Collins, SVP of Marketing, and Nico Ricci, Chief Data Scientist Summary of What Well Discuss TV can operate with the speed, accountability, and precision of digitalwith the right tools TV media and
by Matt Collins, SVP of Marketing, and Nico Ricci, Chief Data Scientist
TV can operate with the speed, accountability, and precision of digital—with the right tools TV media and creative are much more accessible than they used to be A new approach to performance on TV solves for the biggest problems of traditional methods The math behind why performance marketers shouldn’t buy just cheap CPMs How to get in touch with us
PERCEPTIONS TRUE OR FALSE?
Media is super expensive, even to test FALSE! Start for as little as $25K
Creative is too expensive, takes too long to make
FALSE! Creative more accessible than ever
TV is really hard to measure
FALSE! Link exposure to virtually any outcome
TV was supply-constrained Didn’t need tech because one primetime spot on ABC, CBS or NBC could reach “everyone” Measurement took months, limited to capturing changes in brand awareness Creative required expensive agencies, months to prepare, no testing possible
BACK IN THE DAY...
CUSTOM AUDIENCES AUTOMATED EXECUTION AI-BASED
Machine learning powers planning Get started with test budgets that are similar to digital Target based on your customer data No longer dependent on calls, emails and faxes
PRECISE, RAPID MEASUREMENT
Link ad exposure to virtually every
LOW BARRIERS TO ENTRY
Traditional Approaches to Performance on TV Fall Short
LIMITED TARGETING CAN BE UNPREDICTABLE
Cancellable by networks, impairs optimization
DOESN’T SCALE PRICING
Not always less expensive! Networks decide when the spot will air, including day and time Not available in all dayparts or programming types
Optimized based on predicted best-converting ad units Can be purchased much more precisely and airs reliably Runs on AI-driven forecasting Not subject to last minute cancellations Can be more expensive than regular CPM, but worth the premium
MEASURE LIFT IN UPPER FUNNEL DIGITAL ACTIVITY
ION @ 02:47 66 attributed visits
1
Unit eCPM eCPV 1 $34 $75 2 $74 $51 3 $26 $50 4 $9 $175 5 $60 $49 ... ... ... 10,000 $13 $34
PREDICT EXPECTED LIFT AT UNIT LEVEL OPTIMIZE INVENTORY UNITS
Preferential Weights:
2 3
100% Reach 0% Performance X% Reach (100 - X)% Performance 0% Reach 100% Performance
Efficient Media Plans
Hybrid (50/50) CPM CPV Performance (100%) CPM CPV Awareness (100%) CPV CPM
CPV CPM
Blue Units: available for purchase Orange Units: selected for media plan
Campaign Goal Impressions CPM Reach
Brand awareness 23,093,049 $19.49 5,755,311 $186.54 Hybrid 17,348,534 $25.94 4,933,770 $49.27 Performance 15,240,956 $29.53 4,482,509 $44.58 ($37.02 Exploit only)
With the right tools, growth marketers can make TV work with the speed and precision of digital
DIGITAL APPROACH TO TV CHECKLIST
Works like oCPM on Facebook AI-based conversion, planning and forecasting tools Ability to create custom audiences based on my best customers Automated buying, with network integrations Measure relationship between ad exposure and digital outcome in real-time Has an exploitation and exploration strategy for long-term growth
Matt Collins: mcollins@simulmedia.com Nico Ricci: nricci@simulmedia.com