Introduction to Addressable TV & Finecast · Addressable TV* £1.3B BVOD £607m Source: Statista /...
Transcript of Introduction to Addressable TV & Finecast · Addressable TV* £1.3B BVOD £607m Source: Statista /...
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FINECAST |
Robyn Christison, Engagement [email protected]
Livvy Button, Associate Director Client [email protected]
Finecast Webinar: 24/04/20
Introduction to Addressable
TV & Finecast
1
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FINECAST |
• Addressable TV • What is Finecast• Market Positioning• Market Innovations
Part 1: Intro
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• The Internet isn’t killing television; it’s making it even more ubiquitous
• TV and video advertising will adapt to new formats and increasingly focus on personalised ads
• Data driven technology allows advertisers to use their own customer data meaning more effective targeting and evaluation
“The rapid development
of digital technology
destabilised what was
once a very tightly
defined industry”
Source: Cordless: The radical redefinition of TV, Robert Davis, 2019
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Viewer habits are changing
Proliferation of devices and channels
Lack of industry collaboration
New market players
What is happening in the UK TV market?
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Linear addressability is key to unlocking scale
TV advertising
£5.4B
Addressable TV*
£1.3B
BVOD
£607m
Source: Statista / WARC Expenditure Report - 2019
*GroupM internal data, expected addressable TV forecast for 2024
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The TV viewing experience
has never been better
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It’s becoming more complex for brands.
Content
providers
Viewing
types
Distribution
platforms
Multiple Touch
points
Linear TV Linear IPTV Timeshifted VOD/SVOD
Devices
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Live stream (IPTV)
Connected TVs
Devices
Data partners
Access to 10.8m UK households via the TV screen
On-demandPlayback & VOD
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What are Finecast’s USPs?
Bespoke Audiences
Access to Full ADTV
Ecosystem
Robust Measurement
Audience
Project
R&F
FOC
Proof
Points
Target by
full
postcode
100% TV
Inventory
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Positioning graph – Targeting x Reach.
Bespoke: behavioural, lifestyle,
transactional & demo segments
Demo data segments
Reach (low) Reach (high)
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Where do we sit in the current market?
Point Solution Ecosystem Play
Broadcaster Direct Programmatic Guaranteed
• Predominantly Live TV
• Cflight Measurement
• Highest CPMs in market
• Bespoke audiences
*Aspirations to be an
ecosystem player
• All Screen
• Impression level reporting
• Regional targeting
• Competitive CPMs
• All Screen
• Impression level reporting
• Regional targeting
• Competitive CPMs
Fragmented Solution
• Exclusive Big Screen only offering
• All broadcasters
• Post code level targeting
• Bespoke audiences
• Unduplicated Reach & Frequency
Fully Managed Service
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How we stay ahead of the game.
Market Leading InnovationsRoadmap Expansion
Most relevant to your clients:
– Linear inventory
– Diversifying supply
– TV Research Pieces
– Audience Project
– Finecast and Tech Edge
Global:
– Launched in CA & AU
– Soon to be USA, Germany,
Italy, Spain, India, Indonesia
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FINECAST |
• Data as our differentiator• How we build audiences• Dynamic pricing model• Finecast report
Part 2: Deep Dive
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Finecast data partnerships: 1000 + audience
segments.
Subscriber & location dataTransaction & interestsLifestyle & life stage
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Pricing variables
Audience variables
– Mosaic group & type
– FSS group & type
– VOD propensity
– BARB region
– Gender
– Age
– Shared viewing
– Socio-demo ABC1C2DE
– House price
Campaign variable
– Restricted copy
– Data provider
– Campaign duration
– Campaign size
– Industry
– Seasonality
– Lead time
– Industry contention
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FINECAST |
Part 3: Measurement
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Finecast measurement funnel.
Brand Metrics Uplift Available Now via Kantar Profiles Brand Awareness, Consideration,
Opinion, Intent, Recommendation
Interest
Desire
Action
Incremental ReachAvailable Now via Millward Brown
Search & Web UpliftIn development - Q3
Footfall upliftTesting now via Mobsta
Sales UpliftTesting now via Mastercard
Cross Media Study & Bespoke Econometrics Studies Available now in house
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An illustration of total TV reach.
Total Reach
16%
TVTotal Reach
37%
9%
7%
30%
Light TV Viewers
Total Reach
27%
TVTotal Reach
94%
1%
26%
68%
Heavy TV Viewers
AudienceUK Adults 18-44
Incremental reach – Light TV Viewers & Heavy TV Viewers
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THANKS!