1 / 35

The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television

The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television. Molly Parr Director, Product Management Oracle Marketing Cloud. Agenda. TV in a Digital World Cross-Channel TV Challenges Opportunities in Cross-Screen today.

hovan
Download Presentation

The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television • Molly Parr • Director, Product Management • Oracle Marketing Cloud

  2. Agenda TV in a Digital World Cross-Channel TV Challenges Opportunities in Cross-Screen today

  3. The Marketer’s Goal: synchronization with Digital & TVAnd overcoming the chasm that exists between the two media High Impact. Mass Reach. Niche Audience Targeting. Clear Measurement.

  4. Yearly digital media spend is on the rise,but still hasn’t touched TV $42.8 $74.5 Billion In 2013 Internet Ad Revenue Billion In 2013 TV Ad Revenue (Broadcast & Cable combined)

  5. Significantly different buying process leads to fragmented approach in utilizing data & targeting • Seller’s Market • Consolidated to a few, powerful vendors • Demo targeting, indexing against the population • Reach buys, large populations • Buyer’s Market • Thousands of vendors to test & compare • Audience Targeting utilizing 1st, 2nd, 3rd party data • Significant access to marketer data TV Planner Digital Media Buyer

  6. Device Fragmentation is pushing “TV” into addressable channels – driven by Millennials Source: Deloitte Digital Democracy, March 2014

  7. And it’s growing… Oracle Confidential – Internal/Restricted/Highly Restricted

  8. Source: Luma Partners, 2014

  9. Source: Luma Partners, 2014

  10. Some details from: “A Practical Definition of Programmatic TV,” Melby, Mediapost, 8/29/14 Why isn’t TV “just like” online?

  11. To recap… • TV & Digital have traditionally played separate roles in gaining Reach & Audience Targeting, respectively. • As Marketers, we want to access both for true cross-channel synchronization. • …To target the right customer, on the right medium, with the right message.

  12. TV & Emerging Targeting access: today’s landscape Most often executed ---------- > Barriers to Entry • “Addressable” Integration w/ MSO for planning & data • TV Planning – utilizing data to execute Broadcast buys • TV Measurement – TV metrics for an online world • Online Video (TV Extension) Today -------------------------------------------------------------------------------------------------------> Future

  13. Concurrent media use and subsequent media useCross-channel targeting is key to extend your TV message

  14. Example 1:Retargeting TV Viewers cross-channel on other devices Family Plans Family Plans Transforms Household into a targetable online user

  15. TV is no longer just on your TV:Nearly 10% of Millennial TV consumption is on gaming devices "The gaming devices are becoming entertainment hubs.” - DouniaTurrill, SVP Client insights, Nielsen (in Huffington Post)

  16. Example 2:Infiniti Q50 on the “TV Screen” with Forza 5

  17. The Holy Grail: Digital Marketing Data to Power TV Targeting 1st Party 3rd Party 2nd Party Oracle Confidential - Restricted

  18. Example 3a: Using Online behaviors to create Targeted TVData Snapshot: In Market for Financial Services Likely to watch The Trophy Wife Unlikely to watch 2 Broke Girls

  19. Example 3b: Audience based tools to plan Targeted TVSmarter, targeted message; less waste. • Highest Lifetime Value Scores • Visited site in last 30 days • In Market for new Device Online users & behaviors indexed to households Creates TV plan with the most targeted households

  20. Recap – Real TV & TV-type offerings today • Networks for “TV Everywhere” • TV  Digital • Digital  New “TV” Devices • Digital  TV

  21. Final thoughts • Challenges in TV: fragmentation, different approach, different tracking. • Millennials and converging devices are forcing marketers to get smarter. • TV is becoming part of the “Right user, right message, right time” diatribe.

  22. Questions?

  23. Appendix Oracle Confidential – Internal/Restricted/Highly Restricted

  24. Sources • IAB / PWC, Internet Advertising Report 2013http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2013.pdf • Deloitte, Digital Democracyhttp://recodetech.files.wordpress.com/2014/03/deloitte_digitaldemocracy_tv-1.pdf • Luma Partners / TerenceKawaja, The Future of Digital TVhttp://www.slideshare.net/tkawaja/lumas-the-future-of-digital-tv?qid=89ac8796-b928-4b76-a910-e5c8e39ddc35&v=qf1&b=&from_search=1 • Mediapost/Melby, A Practical Definition of Programmatic TV http://www.mediapost.com/publications/article/233218/a-practical-definition-of-programmatic-tv.html • Accenture, The EyesHaveit http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2013-eyes-have-it-who-controls-future-of-television-media.aspx • Nielsen Study TV viewinghttp://www.huffingtonpost.com/2012/09/11/nielsen-study-tv-viewing_n_1874370.html Oracle Confidential – Internal/Restricted/Highly Restricted

  25. True cross-channel data activation can occur when data is separated from execution Fragmentation Solved By “Data Unchained” Email & Direct Mail CRM & Site Search & Site Commerce Social Media Mobile Media Online Video Online Display TV & TV Devices Oracle Confidential - Restricted

  26. Oracle Confidential – Internal/Restricted/Highly Restricted

  27. TV is > 74.5 Billion dollarsGet a piece of that pie and kill the waste! Oracle Confidential – Internal/Restricted/Highly Restricted

  28. Oracle Confidential – Internal/Restricted/Highly Restricted

  29. Oracle Confidential – Internal/Restricted/Highly Restricted

  30. Device Fragmentation is pushing “TV” into addressable channels – driven by our Millennials Oracle Confidential – Internal/Restricted/Highly Restricted

  31. Other Links (unused) • http://www.nielsen.com/us/en/insights/news/2011/american-video-habits-by-age-gender-and-ethnicity.html • LUMA! http://www.slideshare.net/tkawaja/lumas-the-future-of-digital-tv?qid=89ac8796-b928-4b76-a910-e5c8e39ddc35&v=qf1&b=&from_search=1 • http://ipglab.com/2014/09/16/the-future-of-tv/ Oracle Confidential – Internal/Restricted/Highly Restricted

  32. Repository Oracle Confidential – Internal/Restricted/Highly Restricted

  33. Market Opportunity (supports online video) • The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them. One quarter (25%) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33%) in mainland China and Singapore and 32% in Hong Kong, where 'phablets' are increasingly popular. • “While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.” - Matthew Froggatt, Chief Development Officer at TNS Oracle Confidential – Internal/Restricted/Highly Restricted

  34. Concurrent media use and subsequent media useCross-channel targeting is key to extend your TV message Oracle Confidential – Internal/Restricted/Highly Restricted

  35. Oracle Confidential – Internal/Restricted/Highly Restricted

More Related