Addressable TV for Creative Agencies

MATH + CREATIVITY = EFFECTIVENESS

LET’S TALK THE MATH FIRST.

ADVANCED TV TARGETING HAS A LOT OF DIFFERENT MEANINGS SO LET’S DEFINE THEM

ADDRESSABLE TV (sometimes called Household

Addressable)

Think of it as… Bringing one-to-one digital

targeting to television. Households viewing the same

show see different ads

AUDIENCE ADDRESSABLE TV (most often referred to as

Programmatic)

Think of it as… Buying local Cable shows that over-index against our target audience. Everyone in a local

market tuned to that channel will see the same ad

CONNECTED TV

Think of it as… Hulu or HBO GO that you watch via Smart TV or Apple TV/Roku. Ads are bought and trafficked as

Online Video

CREATIVE AGENCIES CARE ABOUT ADDRESSABLE TV, BECAUSE OF THE CAPABILITY FOR

DAI (DYNAMIC AD INSERTION)

WHICH MEANS

I SEE ONE AD, YOU SEE ANOTHER

E.G BOTH WATCHING JEOPARDY AT 7:30 ON ABC

•  Rent my apartment•  Live in Greenpoint•  No kids

•  Own your house•  Live in Rye•  2 kids

Allstate Renters Commercial 2016 Cadillac CT6 Commercial

Current Status of Linear Addressable TV !

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2.8MM Addressable TV HHs, 30s/:60s. 56 networks

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12MM Addressable TV HHs, :30s/60s, launching :15s shortly, data aggregated from over 5MM boxes, over 50 networks

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8MM Addressable TV HHs, :30s/60s, over 78 networks

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19MM Addressable VOD HHs, Estimated 1 0 MM Addressable HHs

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10.8MM Addressable TV HHs, Video On Demand and, DAI through TWC TV app

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SIZING THE PRIZE

ADDRESSABLE TV REACHES NEARLY 50MM US HOUSEHOLDS WITH A GROWING AMOUNT OF AVAILABLE INVENTORY

MEDIA BUYERS STILL USE THE SAME AGE & DEMO TARGETING THAT THEY DID IN THE 1950s

ADDRESSABLE TV ALLOWS THEM TO UNLOCK THE

SAME TARGETING CAPABILITIES THAT WE USE ONLINE

MEDIA MATHS

MINIMIZE WASTE TO REACH NICHE AUDIENCES EFFICIENTLY

FOUR OPPORTUNITIES FOR

CREATIVE size, sequence, target, and effectiveness

THE SIGHT, SOUND, AND MOTION OF TV MEANS IT’S STILL ONE OF THE BEST CREATIVE CANVASES AND BECAUSE WE CAN HYPER TARGET NICHE AUDIENCES, IT NO LONGER TAKES $100 MILLION TO BE A SUCCESSFUL TV ADVERTISER

OPPORTUNITY 1

SMALLER BRANDS & BUSINESS UNITS ARE NOW TELEVISION ADVERTISERS

WE CAN EXTEND MESSAGE SEQUENCING FROM TV TO MOBILE DEVICES

OPPORTUNITY 2

SEQUENCE CREATIVE ON TV AND CROSS SCREEN

OPPORTUNITY 3

HYPER TARGETING = TAILORED CREATIVE TO EACH AUDIENCE

WE NEED TO CHANGE THE BRIEF TO TEAMS AND SCOPE PRODUCTION BUDGETS TO SHOOT MORE FILM AND TEST MORE VERSIONS

OPPORTUNITY 4

TIE TV DIRECTLY TO SALES

HAVING PHONE DATA ON WHO WE DELIVER THE CREATIVE TO MEANS WE CAN TRACK THE USER ALL THE WAY TO A SALE

WITH DYNAMIC AD INSERTION, WE CAN SEQUENCE ON TV WITH THE SAME CAPABILITIES AS DIGITAL VIDEO

WE CAN TELL MORE CONNECTED STORIES AND MOVE BEYOND A

SINGLE :30 SPOT TO COMMUNICATE COMPLEX MESSAGES

AND CROSS-SCREEN ADDRESSABILITY MEANS WE CAN CREATE INTEGRATED CONTENT ACROSS TV TO MOBILE DEVICES AND BACK AGAIN