Mobile ID Device Capture & Connected TV - Finallocalbroadcastsales.com/wp-content/uploads/2019/10/LBS... · 2019-10-14 · Video Advertising Pre Roll Outstream YouTube OTT Additional

What Is All The Advertising Fuss With Mobile To Social Device ID Targeting & OTT?

October 8, 2019

We Understand Local Digital Sales & Marketing. . .

• Founded in 2008 • Company objective is transitioning traditional media partners into the fast-

growing digital space. • Provide best ad technology platforms to package audiences for advertisers

• Successful results for advertisers will enable program renewals • Provide partners and their advertisers:

✓ basic to advanced training ✓ proposal development ✓ sophisticated campaign management ✓ transparent reporting

Recrue Media, L.L.C.

Mark Landon KOFM, Oklahoma City, OK Katz Media Group, New York / Los Angeles Los Angeles Times, Los Angeles, California LMG / Mathews Marketing, Targeted FSI Distribution

Steven Bogue WROW Cap Cities/ABC, Albany, NY, WMAL Cap Cities/ABC, Washington D.C. Station Group Manager, Hartstone and Dickstein Mathews Marketing, Targeted FSI Distribution

Jason Fairchild Earthlink, Los Angeles, Director GoTo.com, Los Angeles, VP Yahoo, Los Angeles, Sr. VP OpenX, Los Angeles – CRO, Co-Founder

About Recrue Media. . .We Come From Local Media

Today’s Consumer

Engaged with Social Media 2:04 Hours

(Multiple sources report different data)

*source

Turn to their phone in the middle of a

task

Average Daily Time Connected

to Media10hrs:30mins

(hrs:min) *Nielsen Total Audience Report Q3 2018

91%

Multi-Tasking Distracted Discerning Mobile Impatient

Audience Driven. View Focused.

Digital Landscape

Multi-Platform Cross-Device Online to Offline Data-Driven Consumer Controlled

Audience Driven. View Focused.

© B

orre

ll

Newspapers

Television

Radio

Direct Mail

Yellow Pages

MagazinesOutdoor

Digital Media

42%

62%

16%

53%

© B

orre

ll

Newspapers

Television

Radio

Direct Mail

MagazinesOutdoor

Key Drivers of Digital’s Continuing Growth. . .

Video is significant growth driver, especially through social media Spending thru OTT platforms

Shifting of dollars away from TV

Amazon expected to hit $11.3B

Digital Products Driving Local Advertising

Search CapabilitiesSearch Engine Marketing

Social MarketingSocial AdvertisingFacebook/InstagramSnap ChatLinkedin B2B

Display AdvertisingRetargeting KeywordContextualManaged NetworksLookalike ModelingProgrammatic Scaled Placements

Mobile AdvertisingGeo-Location Device CaptureSocial Device ID IntegrationLocation Geo-Fence ConversionsScaled Audience TargetingManaged NetworksCustom Landing Pages

Video AdvertisingPre RollOutstreamYouTubeOTT

Additional ServicesEmail MarketingIP TargetingNative Advertising & Content

The digital landscape is complicated

Digital Products Driving Local Advertising

Search CapabilitiesSearch Engine Marketing

Social MarketingSocial AdvertisingFacebook/InstagramSnap ChatLinkedin B2B

Display AdvertisingRetargeting KeywordContextualManaged NetworksLookalike ModelingProgrammatic Scaled Placements

Mobile AdvertisingGeo-Location Device CaptureSocial Device ID IntegrationLocation Geo-Fence ConversionsScaled Audience TargetingManaged NetworksCustom Landing Pages

Video AdvertisingPre RollOutstreamYouTubeOTT

Additional ServicesEmail MarketingIP TargetingNative Advertising & Content

The digital landscape is complicated

Audience Creation Through Location Based Targeting

Mobile to Social Applications

Mobile Allows Us Build A Custom Audience By Locations Visited

Target Audiences Where They Spend Time.

Build Custom Audiences Targeting Locations They Visit

Audience Capture Through Smartphone Device ID’s

• Precise Polygon Targeting:

✓ Capture past audience for ID data going back up to 2 years.

✓ Segment audiences into groups based on previous location preferences.

✓ Stores device ID data indefinitely for future use.

✓ Deliver ads to identified devices in and outside of polygon…at will.

✓ Engage user any where, any time for as long as they own phone.

✓ Use device ID’s to create look-alike audiences for scale.

Bottom Line…Capture The Precise Audiences You Want.

Device ID’s Allow Us To Build New Audience Extensions. . .

First we identify the device ID’s captured by location or in a campaign.

Device ID….9552&SYS_023FLO25&REV_00

• Database all device ID’s and export into *CSV file for transport.

Device ID’s Allow Us To Build New Audience Extensions. . .

Match facebook ads to user’s whose devices we’ve captured.

Load ID’s into Facebook to re-engage. . .

Deliver relevant Facebook ads to those individuals at your target locations.

Load ID’s into Facebook to re-engage. . .

Match Instagram ads to user’s whose devices we’ve captured.

Also into Instagram. . .

Load ID’s into Snapchat to reach new audiences. . .

Load ID’s into cross platform providers. . .

Examples of Vertical Audiences Created. . .

Bass Pro Shops………………..……..95 Cabelas………………………………....76 Field and Stream……………..…….29 Gander Mountain…………………..92 Home Depot………………………1,760 Lowes………………………………..1,725 4 + 5 Star Ranges………………..….82 Premium Gun Ranges………..…225 Sportsman Warehouse……….….88 State Police Training Centers…321 Fire Departments……………….4,431 Police Departments……………3,597 US Military Bases………………….196 Tractor Supply……………………1,488 REI………………………………………..145 High Schools……………….……24,500 Colleges & Universities……….1,812 Community Colleges…………..1.018 Marinas and Boat Yards………2,214 Trucking Co. Locations………10,000

Emerging Tech & Services

Over-The-Top Television &

Connected TV

OTT & CTV

TV Is Declining Among Key Demo’s. . .

59% of US broadband households access a CTV video subscription.

Sources: Boston Consulting Group Analysis, Parks and Associates

Hours Per Week Viewing Linear TV vs. Connected TV

More TV Being Consumed

Media Connected Consumers

Data Source: Nielsen Total Audience Report Q1 2018

…seriously losing to streaming media in terms of convenience and reach.

Video ad views on OTT devices grew 63% in 2017, doubling in 2018 and the trend is continuing through 2019.

Today, traditional TV ads provide a fraction of their original reach and appeal. Streaming content is the new television, and with OTT advertising, it may also be the death knell for traditional TV commercials.

Source: FreeWheel Video Monetization Report

Bottom Line…Local television is in decline.

NewspapersDisruption Is A Familiar Local Story

TV Will Experience Similar Impact Due To Digital Disruption

Consumer’s Daily JourneyInvolves all devices

During lunch they catch up on social media or watch

last nights sports highlights on YouTube.

At night wind down from the day by

watching content on their smart TV while

reading articles on their tablet.

Consumer gets ready for their day while watching

their smart TV.

Your Opportunity

Products All Local Media Can Now Sell: • Over The Top (OTT) Television

✓ Provides advertisers with the ability to reach TV viewers that are not using cable or satellite delivered TV

✓ Content provided is premium, long form episodic streaming video

✓ Connected TV is a television set connected to the internet – think a smart TV!

• YouTube TrueView ✓ Hyper target your audience on the largest collection of

video content on the web • In-Stream Video

✓ Reach your unique audience on premium websites on the internet

• Social Video ✓ Get your message heard, in feed, on the most popular

social media platforms across all devices

Sell the products that match the daily journey

• Demographic groups: Age, gender, parental status, and/or household income

• Channel Bundles: Build out packages of networks and channels that fit your unique target audience.

• Example: A sports enthusiast audience bundle would include ESPN, ESPN 2, NBS Sports, Fox Sports, Fubo TV, MLB Live, etc.

• Devices: Target users using computers, tablets, mobile devices, and Connected TVs

• Interests (Behavioral): Access to thousands of third-party providers to build the audience you want to reach (Data Alliance, Blue Kai, Experian, ComScore, Nielsen, etc)

• Location Data: Utilize cross-device technology to leverage and target individuals’ location behaviors

OTT & Connected TV

YouTube

• Demographic Groups: Age, gender, parental status, and/or

household income

• Devices: Target users using computers, smart phones, mobile

devices, and CTV

• Life Events: Reach potential customers during life milestones

▪ For example: moving, graduating from college, or getting married

• Interests (Behavioral): Pick from available audience categories

to reach people interested in certain topics

• Topics: Target your video ads to specific topics on YouTube

▪ For example: Targeting the "Automotive" topic, then your ad will show

on YouTube to people watching videos about cars

• Demographic groups: Age, gender, parental status, and/or household income

• Devices: Target users using computers, smart phones and mobile devices

• Interests (Behavioral): Access to thousands of third-party providers to build the audience you want to reach (Data Alliance, Blue Kai, Experian, ComScore, Nielsen, etc.)

• Premium Networks: Serve on a selective group of websites and apps that make up an audience based on a demographic or behavior

• Location Data: Utilize cross device technology to leverage and target individuals’ location behaviors

In-Stream

• Demographics: Age, Gender, Language, Political, Orientation, Cultural, Marital/Relationship Status, Children, Claritas Data, Job Title, Industry, schools, zip codes, PRIZM Cluster…etc.

• Custom Audiences: Customer lists with names, e-mail, phone numbers, addresses or device IDS

• Lookalike audiences: based of customer lists, retargeting pixel, Facebook page engagement

• Attributes: Interests, Behaviors, Life Events, Births, Birthdates, Anniversary, Engagement, Wedding, Employment, Travel/Destination, Likes & Follows, Digital Activities, Facebook Admin, Investments, Religion

• Location Data: Utilize cross-device technology to leverage and target individuals’ location behaviors

Facebook & Instagram

Benefits for Advertisers

• Allows touch points throughout the audience's daily journey as they move from location to location (home, school, work, etc) and device to device (mobile, connected tv, desktop, tablet)

• Allows for a multi product campaign that can be optimized towards the products that are working best with the audience

• Take advantage of each product's unique offerings (demo, targeting, viewing experience, etc) to make a campaign that resonates with the audience

• Deal with the local sales representatives they trust

Effective reach and frequency that is sure to build brand awareness

Thank You.

Mark Landon [email protected] Los Angeles, CA 310.567.9174

Steven Bogue [email protected] Providence, RI 401.484.2400

Trent Taylor [email protected] Providence, RI 401.484.2400

Jason Fairchild [email protected] Los Angeles, CA 310.259.1942