Digiday Video: Videology: Current Capabilities and Future Promise of Cross-Screen 1:1 Addressability
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Addressability is one of online video’s top value propositions. Marrying the emotional pull of video with the precise targeting capabilities of digital media sends brand metrics soaring. The new reality is that while viewers are watching video seamlessly across multiple devices, our ability to identify and address those cross-platform audiences is still limited. How do we bring this same level of addressability across devices such of smartphones, tablets and connected TV, or even to the emerging areas of digital OOH and linear broadcasting? In this presentation, Videology looks at the current capabilities and future promise of true 1:1 addressability wherever and whenever viewers watch. Speaker: Mark McKee, SVP Global Marketing, Videology
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Digiday Video: Videology: Current Capabilities and Future Promise of Cross-Screen 1:1 Addressability
- 1. THE POWER AND PROMISE OF ADDRESSABILITY Presenter Mark McKee SVP, Global Marketing
- 2. 2
- 3. A CONSUMER-LED REVOLUTION THEN NOW … .
- 4. WHAT IS ADDRESSABILITY TODAY? 4
- 5. WHAT IS ADDRESSABILITY TODAY? Display Mobile Display Connected TV Mobile Video Rich Media Real Time Bidding Television In-Stream Video Computer Publisher Direct Networks Tablet Cellular Exchanges CPM CPCV CPC CPA CPV Real time Customizable Login to repotting tool 5
- 7. TARGETING: THE RIGHT CONSUMER Female 33 years old New York, NY HHI $85k+ College graduate Married / 2 children In-market car buyer Small biz decision maker Frequent biz traveler Health nut Heavy reality TV viewing Brand evangelist 7
- 8. TARGETING: THE RIGHT MESSAGE 8
- 9. BEYOND TARGETING: WAS IT A SUCCESS? POST EXPOSURE 9
- 10. CASE STUDY: AUTO TARGETING AUTO PURCHASE DATA 30% SALES LIFT FOR LOCAL CAMPAIGN WITH DYNAMIC 20% SALES LIFT 20% SALES CREATIVE FOR NEW CAR LIFT FOR 90% OF THOSE MODEL LAUNCH NATIONAL EXPOSED TO CAMPAIGN IMPORTED AUTO CAMPAIGN WERE IN MARKET TO BUY IMPORTED CAR Source: Videology/Korrelate, Summer 2012 10
- 11. CONTENT MIGRATION 11
- 12. AUDIENCE SHIFT TO MOBILE 12% Pandora 75% Total Hours of Listening 88% Mobile Online 25% Source: Ad Age/ Bloomberg 12
- 13. THE “COOKIE” CHALLENGE 13
- 14. CONVENTIONAL MOBILE TARGETING LIMITED LACK OF DATA ON MOBILE LEADS AVAILABLE ADVERTISERS TO WASTED IMPRESSIONS AND MISSED LOCATIO CONSUMERS N DEVICE TYPE 14
- 15. FILLS THE GAP FOR FULL TARGETING SOLUTIONS LOCATIO N DEVICE TYPE 15
- 16. DATA BOOSTS PERFORMANCE TARGETED VS. UNTARGETED IMPRESSIONS CLICK THROUGH COMPLETION BRAND PURCHASE RATE RATE RECALL INTENT 16
- 17. AND DATA BOOSTS VALUE $5.00 $.50 WITH WITHOUT DATA UNIDENTIFIABLE REMNANT IMPRESSIONS DATA AUTHENTICAT ED CROSS- DEVICE USERS 17
- 18. THE (NOT TOO FAR) FUTURE 18
- 19. THANK YOU.
Notes de l'éditeur
- At conferences like this, we all like to make projections on what the future of advertising will be. How it will really play out, we can never be sure.But addressability in some form or another has been capturing our imagination for decades… thought it would be fun to take a look back at what others have predicted would be the future of television and video might look like. [Play video]So, as you can see, not everything played out exactly as imaged.. but, we’re getting closer.
- rg
- How do you make sense of the complexity?Math + Data –technology –makes sense of the highly fragmented media world --- millions of decisions made every secondYou need a decisioning system that deciphers the optimal combination of screens, format and publishers to source target viewers and accomplish KPIEnd result – The right ad, served to the right audience at the right time.
- Starts with targeting. Data allows us to find the right consumer….
- Data also allows us to serve the right ad to that person… customized creative.
- But addressability doesn’t end with targeting. Measurement is key component of addressability because it allows you to optimize against your metrics, and answer the question – is it working?
- Inventory90% of our inventory sourced on an upfront basis from premium brand safe publishers.VDGY is also integrated with content aggregators, syndicators, SSPs, exchanges and RTB sources (access to 120+MM RTB imps daily but only purchase 5MM on avg). VDGY works with 43 of the top 50 comScore video publishers , missing 7 due to quality (UGC based) and/or not ad supported.VDGY can create Private Publisher Marketplaces based on client needs.Transition – Just as important as the inventory mix is the creative execution.
- Inventory90% of our inventory sourced on an upfront basis from premium brand safe publishers.VDGY is also integrated with content aggregators, syndicators, SSPs, exchanges and RTB sources (access to 120+MM RTB imps daily but only purchase 5MM on avg). VDGY works with 43 of the top 50 comScore video publishers , missing 7 due to quality (UGC based) and/or not ad supported.VDGY can create Private Publisher Marketplaces based on client needs.Transition – Just as important as the inventory mix is the creative execution.
- Google Glass, which is expected to be released in 2014, is a pair of glasses containing a computer built into the frame. A half-inch display that comes into focus when you look at a certain part of it, allows users to take and share photos, video-chat, access maps and browse the web. (TIME)