Ad tonik for TV Companies
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TV Audience Extension Platform Powering TV & Mobile Advertising
description
Transcript of Ad tonik for TV Companies
TV Audience Extension PlatformPowering TV & Mobile Advertising
Everything in advertising starts with TV
Mobile is the largest growth opportunity in media
TV + mobile are better together
Opportunity
Increase TV ad revenue with no extra work
Show customers impact of your TV content
Own mobile with scaleable solution purpose built for TV&Mobile
Why AdTonik?
Consumers use mobile apps while they watch TV
• “Mobile use spikes during commercial breaks”• “50% of mobile users use their
device in front of the TV daily”• “This behavior is consistent across
all demographics (age, income, gender, ethnicity, education)”
App usage trends follow TV watching habits
-AdTonik provides reach to mobile inventory that your TV viewers are engaged in at scale -Akin to web audience extension aligned with TV&Mobile paradigm
Reach mobile users in the apps they use most while they watch TV
We Analyze Set Top Box and Mobile Exchange Data
Compare demographics of TV watchers with mobile users to establish a highly probable match
Events such as TV commercial, TV show, Day Part trigger search on mobile exchange
Profile TV Audiences Find TV viewers
Optimize and Serve Ad Measure, Analyze, Report Find your TV ad viewers, and serve them a digital creative optimized ad
Track brand and sales lift, in-store lift, engagement by TV genre, and more
We Gather Data at the User and IP Level
Mobile Exchange Data Set Top Box Data
Mom Dad Jane John
• AdTonik stores UDIDs and creates user profiles, which are continually updated
• Through linked IP address, we can get a picture of household compositions
• Based on our stored profile, we can predict which member of the household is most likely to have viewed the commercial, and serve a mobile ad accordingly
Female Male Female Child
Male Child
Year of birth Gender IP Address
Age Range
Education HH Composition (children,
males, females)
HH Income
RaceApp Usage
DMA Zip + 4
Serve Ads in the Regions that Matter Most
• Monitor engagement in test or pilot markets• Target users in desirable DMAs
AdTonik is Proven to Outperform Normal Mobile Audience Buying
3X Lift 4X Lift
AdTonik Campaign vs. Control Campaign
Click through rate %, Source: AdTonik Client campaign
Mobile ads paired with TV as compared to a stand alone TV ad:
-“Purchase Intent increases by 72%”-“Brand recall increases by 69%”-“Ad recall increases by 69%”-“Brand recommendation increases by 169%”
3rd Party Survey Data Supports Our Campaign Data
Click through rate % on mobile creative; Source: AdTonik Client Campaign
Measure Lift in mobile engagement by TV Genre
Major Brands Are Embracing AdTonik
TV to Mobile Advertising Solutions
TV Amplify: Reach mobile users as they are likely viewing your TV commercial
TV Conquest: Reach mobile users as they are likely viewing competitve TV commercial
TV Augment: Reach mobile users as they are likely viewing TV content relevant to your brand
TV Re-Target: Reach mobile users who have been exposed to yours & competitive TV commercials
TV Segment: Build and reach your custom TV segment at any time
-Increase Brand KPI’s, Make every $1 you spend feel like $2
-Negatively impact competitor Brand KPI’s, Make every $2 they spend feel like $1
-Reach your desired TV audience on mobile in the moment that matters without spending on TV
-Reach your desired TV viewer on mobile at the time they are most likely to engage
-Is TV the mobile cookie? Use TV as a targeting parameter to reach mobile users at any time
What it is Why?
*Each campaign is optimized to the solution delivering the best result, by market/show
Reach Consumers on Their Devices When They are Exposed to Your Client’s TV Commercials
TV Amplify
• Create sequential messaging based on your TV ad• Increase engagement with uniquely targeted digital creative optimization
Reach Consumers on Their Devices When They are Exposed to Your Competitors’ TV Commercials
TV Conquest
• Reinforce your message after your target consumers have been exposed to your competitors’ messaging
TV Augment
Reach Mobile Users as They Are Likely Viewing TV Content That Your Client Wants To Associate With
• Reach desirable television audiences, even if you are not running ads on the programs
TV Re-Target
Reach Mobile Users Anywhere After They Have Been Exposed to Target TV Commercials & Content
• Reach consumers when and where they are most likely to engage with or take action upon your message
Based on time of day
Mobile User Location
Or a combination
Build a Custom TV Audience and Reach them Any Time on Mobile
Viewers who watch:
TV Segment
• Serve highly targeted ads to consumers anywhere at anytime based on predicted TV watching habits
Networks
Programming
Client TV AudioClient TV ScheduleClient Mobile CreativeList of competitors
Easy to Implement• Device ID targeting w/ mobile focus• Local & National TV tuning data• Real-Time commercial detection• Self-Serve Platform
Purpose Built
Increase RevenueBroad Reach
Why AdTonik?
Turnkey Deliverables
500,000+ iOS/Android Apps, 160mm devices Mobile Channels
CPM: $5MINIMUM SPEND: $50,000 (monthly)Value: • Own mobile• Show impact of your TV buys• New Tentpole Product• Fill campaigns more easily
