IS THE WORLD FLAT?... RETHINKING TV’S ROLE IN THE MARKETING JOURNEY
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IS THE WORLD FLAT?...RETHINKING TV’S ROLE IN THE MARKETING JOURNEY
RETHINK: MEDIA OUTPUTSCPMCPPGRPRATINGSDAYPARTSREACHFREQUENCY
THINK: BUSINESS OUTCOMESROASROMI
MARGINAL CPAINCREMENTAL CPA
SOVVTR/VTC
RETHINK: IMPACT OF DATA
THE GUESSING CONTINUUM
RETHINK: CORRELATION & CAUSATION
THINK: CORRELATION & CAUSATION
RETHINK: ATTRIBUTION
REAR FACINGPREDICTIVE
CORRELATIVE
THINK: CONTRIBUTION
FORWARD FACINGPRESCRIPTIVECAUSAL
Day 1 Day 15 Day 30$0
$50
$100
$150
$200
Overall TV Radio DisplaySearch Other
Cost
per
Acq
uisit
ion
RETHINK: MEDIA CONTRIBUTION
Day 1 Day 15 Day 300%
25%
50%
75%
100%
$0
$100
$200
$300
$400
Base 12+ Mo. Base 6-12 Mo. Base 4-6 Mo.Base 1-3 Mo. Marginal CPA
% o
f New
Cus
tom
ers
Cost
per
Acq
uisit
ion
Incremental CPAMarginal CPA
Base
Vol
ume
THINK: MEDIA CONTRIBUTION
RETHINK: MEDIA PLANNING
THINK: MEDIA PLANNING
RETHINK: TV TOPOGRAPHY
THINK: TV TOPOGRAPHY
THINK: “PROGRAMMATIC” TV
AUDIENCE TARGETING
DYNAMIC INSERTION
ADDRESSABLE
RETHINK: TV MEASUREMENT
RETHINK: TV MEASUREMENT
THINK: TV INVENTORY
ADMOREAUDIENCEXPRESS
CADENTCONTINUUM
CLYPDPLACE MEDIAROCKETFUEL
SAMBA TVSIMULMEDIATUBE MOGUL
VIDEOLOGYWIDE ORBIT
WYWYYUME
THINK: MEASUREMENT
ADOMETRYANALYTIC PARTNERSCONCENTRICCONVERTRODATA XUHUDSON RIVER GROUPIRIMARKET SHARE PARTNERSMARKETING EVOLUTIONNIELSENNINAHRAKUTEN DC STORMTHINKVINEVISUAL IQ
THINK: ELEVATOR PITCH
ERASE AVOID
DETERMINE EMBRACE
ACKNOWLEDGE
BREAKDOWN
PRECONCEPTIONSGUESSINGCAUSALITYCONTRIBUTIONTOPOGRAPHYSILOS
CAPTAIN…THAT ICEBERG’S NOT GETTING ANY SMALLER
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