#1 OTT IN HONG KONG When a standard practice just isn't good enough - myTV SUPER
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When a standard practice just isn’t good enough
#1 OTT IN HONG KONG
Oct 16, 2019.
Before we start, let's take a quick look of what we did and what are we going to do….
Mass Reach
Registered Users over 7.9 Million (as of Sep 2019)#
*2.49M Unique Device & 53% Reach #17.6 Viewing Hours Per Unique
Per Month Device in week 1940
Unique Device
App : 1,258,553
Web : 548,552
STB : 687,146 *myTV SUPER ave. household size is
3.11 from survey (than our STB reach will be
2,137,024)
Total Reach during Sep 14 – Oct 13 : 3,944,129
(=53% of total HK population)
Source : Source : *Nielsen Sitecensus (Sep 14 – Oct 13 2019), #1940 (Sep 30 – Oct 6, 2019)
Not Just Drama… More Program Genre
Major Soccer And Sports
Horse Racing
著名馬評人方駿暉加盟
Documentaries
Super Recipe
Infotainment Super Zones Parenting Health Car Beauty Recipe
超級奶爸3 -育兒電視節目
何基佑 Kay Ho 《超級奶爸》
監製兼主持
各路專家為觀眾解答種種育兒
問題
家庭真實個案 教授家長一個
全面的育兒方法…… and many more to come
A Peep Of Nielsen Video Consumption Landscape Survey… MULTI SCREEN ENGAGEMENT & INTERACTIVITIES
According To The Nielsen 2019 Video
Consumption Landscape Survey
• 87% audience use 2nd screen
• 28% likely to made purchaseFor Years Marketers Looks For TV Attribution
Measurement …
W E ARE D OIN G TH E B E S T W E C A N …
TO GO F URTH E R F OR S OLUTION
PERFORMANCE + CONVERSIONClickable Ad On Connected TV (myTV SUPER)
• Alter the consumer
experience on TV
• Get to connect
with audience and
engage with them.Clickable Ad On Connected TV
Click Stable Rate At Above 1%
(Sep 24 – Oct 13, 2019)
Average Click Rate on STB
3.00%
(Overall average : 1.36%)
2.50%
2.00%
Launch on Sep 19
1.50%
1.00%
0.50%
0.00%
Sep 23
Sep 24
Sep 28
Sep 20
Sep 22
Sep 21
Sep 25
Sep 26
Sep 27
Sep 29
Sep 19
Sep 30
Oct 12
Oct 10
Oct 2
Oct 4
Oct 8
Oct 13
Oct 1
Oct 5
Oct 6
Oct 3
Oct 7
Oct 9
Oct 11
Source : Data as of 2019 from DFPGet Set For T-commerce
• Clickable TV ads
• Direct-to-Consumer on TV
• Omnichannel on big screen TV sets
• 24/7 operation
• Not limited by retail locations
• Lean back experience drives more
impulse purchaseCase Sharing : 點滴是生命
*Average Click Rate
1.14%
(Oct 5 - 13, 2019)
Average Daily Pageview Average Daily Transaction Average Daily Donation $
+77% +115% +99%
Source : *DoubleclicksCampaign Optimization
New Initiatives
Cross Device Targeting & Frequency Cap
2nd Party Data On-board
Free campaign re-targeting
Free re-targeting on your website usersOur Cross Device Graph Will Be Available In Q1
• Mapping audience across
devices; enable cross device
frequency capping.
• It helps our advertiser to
improve their strategy and lift
customer engagement.Secured Platform For Onboarding Your Data and
Audience Mapping
1. Create Account 2. Hash Data
• Download our hash tool to hash data
• An account for a single
by yourself.
advertiser
or
• A one time password will
• Use our automatic hashing system
be given
on UI to hash data.
5. Matching Summary 4. Upload Data 3. Data Type Option
• No. of matched data can be • Complete upload process. • Choose types of data to be uploaded
seen on the UI after 2 (Mobile/Email)
working days.Free Re-targeting • Free in-campaign retargeting • Free re-targeting on past campaign click
Free Targeting On Your Website Users
• Insert it onto your website
Able to see what titles and links
are visited most, and what has
to be improved to look more
“sexy” for your visitors.The True Potential
You Need To Aware Of Programmatic
Means On
myTV SUPERHigh Completion Rate Beats
International Standard
CPCV = HK$0.12 vs other video platform in above HK$1.50
Q1 2019 Completion Rate : 93% vs 89% of International Video Benchmark*
Q1 2019 Viewability Rate : 93% vs 70% of International Video Benchmark*
*Video Benchmarks Report for Q1 2019
Video Benchmark Source : DoubleClickHigh OTP Of myTV SUPER Data
Demographic Segment
Target Group On-Target-Percentage OTP Benchmark
Female 95.02% 65%
Male 94.30% 74%
A25-44 83.61% 67%
A35-44 69.00% 67%
Female 18-44 74.04% 68%
Female 25-39 75.39% 37%
Female 25-44 75.00% 51%
Testing period: April to June
OTP Benchmark as of 2018 Q31 st Programmatic TV – Premium Inventory • Programmatic Guaranteed – committed delivery for on and off deal • Preferred Deals – always-on deal for year round optimization • Private Auction is for better cost savings, some popular target is available : • Small portion of inventory in Open Auction at a minimum CPM price
Tips On DSPs Setting For myTV SUPER Inventory
DAR Currency
3rd party data 3rd party STB inventory
measurement DSPs discrepancy
on STB verification on DV360
on STB issue
Works for :
Google DV360, Due to
No IAS & MOAT
DV360 Verizon, App Cannot target different
measurement
targeting is not Low OTP score Nexus, The in OA on currency rate
on STB
applicable Trade Desk, DV360 between SSPs
inventory
Mediamath, and DSPs
Dataxu, Adobe
Can apply 1st Set up and
Brand safe and Available via Follow myTV
party data or Do not apply test may Private
fraud-free SUPER
The Trade for STB creative environment needed for
Auction exchange rate
Desk new oneEnhancement Of Our Self-Serve Solutions
AD Booking MANAGER
• Multiple payment gateway
• Advance & dynamic ad insertions
• Diversify of targeting selections
• User friendly & easy entrymyTV SUPER 2020 ADVANCE COMMITMENT TREMENDOUS BENEFITS FOR COMMITMENT CLIENT
No Rate Increase On Rate Card
2019 vs 20204 Things You Need To Know • Only HK$110 for ≤30-sec instream mid-roll • Low entry level in HK$100,000 • Free 2x targeting filter • Free Online Survey
All Things Considered
From Top To Down Along Your Marketing
Funnel
And More …..
Lead Generation
Awareness INTRODUCE
Lead Nurturing
Consideration ENGAGE Optimal ad environment
Sales Convincing CONVERT
Cost Effective CPMDoes Your Budget Plan Follow The Eyeballs
Share of Attention
Any 2nd thought about myTV SUPER
your video budget in 2020? Other (17 13%
players)
23%
Share of Attention
IG 5.2%
Facebook FTV
Apple Daily 3.7%
Netflix 2.6% 10% 33%
ViuTV App 1.6%
Viu App 1.6%
oncc 1.6%
Qianxun 1.3%
YouTube
Miscellaneous* 4.9%
17%
PTV
4%
Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days)
Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview
Base & Definition : Video viewer in the past 7 days; the intensity and average timespent over a video player
*Miscellaneous include YahooTV, Youku, Iqiyi, Tencent, Now App, Anbo, HBO Go, Xiaomi, NowE App, ATVConfirmation Deadline 5:00pm DECEMBER 13, 2019
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