Ambitious Marketers' Guide to Television - How to unify and optimize your audience across TV, CTV, and digital to drive growth - Amobee
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Ambitious Marketers’ Guide to Television How to unify and optimize your audience across TV, CTV, and digital to drive growth
Ambitious Marketers’ Guide to Television
Unify
Optimize
Intro. Grow
Ambitious Marketers’ Guide to Television
Same Job, Different World: So now what? How can you, a
TV-first marketer, solve this year’s
Luckily, a flexible Upfronts paradigm
is today’s new normal. More data-
The State of Television Advertising uncertainties and avoid the train
wrecks of last year? You need to
informed negotiations between
buyers and sellers encourages
re-engineer your approach to TV like flexible deal terms so you can more
The Upfronts are here again. Your But we also saw more video being your career depends on it. Because effectively manage your portfolio and
job is the same and television is consumed across all screens than it does. reallocate media commitments. This
still the most important screen in ever before. Covid stay-at-home also enables new ways of getting
the house. But after the seismic orders increased TV viewing in all its With 59% of linear TV buyers past legacy roadblocks by adding
industry shift last year, the world has forms by four hours a day, with seven integrating CTV into their media data and measurement solutions
changed. Advertisers experienced and a half hours spent on digital strategies this year, now is the to the TV planning and buying
rapid audience fragmentation over media. The streaming wars, now in time to either take or defend process for a holistic view of a single
the course of eight months that full effect as seen with the launch of your brand’s market share. That audience and proof of performance.
would normally have taken eight NBCU’s Peacock, Paramount+, and can mean tackling cross-screen
years to mature. Pandemic prime- many others, accelerated connected measurement issues, working This Guide will show brand marketers
time ratings declined by 20-30%. TV (CTV) adoption by 81%. Direct- through a lack of transparency and TV advertisers three foundational
There was massive under-delivery sold and programmatic CTV now in the ad buying process, or steps on how to unify partnerships
of programming due to cancelled claim an $8.1 billion share of today’s orchestrating your linear and digital and audience investments, optimize
sports and special events, delays in national advertising budgets— buys with a focus on reach and and complement linear TV and CTV
TV production, and a rare make good compared to $60 billion spent on frequency. Either way, adopting new results, and apply new data-driven
inventory shortage that put many TV linear TV—and industry analysts tools and tactics now will create technology to measure reach and
networks on the hook for cash-back expect that number to reach $18.29 greater confidence and agility in the track attribution so you can grow
payments to marketers. It was ugly. billion by 2024. way forward. your business.
75
US Connected TV Ad Spending, 2019-2024
billions, % change, and % of total media ad spending
%
$18.29 Amobee and Ipsos
Source: eMarketer
$16.34 Research found that
$14.11 the majority of sellers
$11.36 have become more
46.5%
$8.11 40.1% of broadcasters & media flexible in their ad sales
$6.38 24.2% companies have initiated terms and in moving
5.4%
27.1% 15.8% 11.9% new Upfront procedures more inventory to
4.2% 4.8% 5.1%
2.6% 3.5%
because of Covid. programmatic channels.
2019 2020 2021 2022 2023 2024
Connected TV ad spending % change % of total media spending
4 5
Ambitious Marketers’ Guide to Television
Unify.Ambitious Marketers’ Guide to Television
47
the Tier 1 broadcaster inventory that
Step 1: Unify you already purchased—and can
see where and how your audience
%
consumes content—will you gain
greater insight into how to best of advertisers want to make the
The start of the Upfronts means it’s targeting methodologies can feel like execute your fluidity and linear most of their CTV/OTT inventory.
54
back to school for grownups with a a 3D chess game. It takes more than extension budgets.
new media budget and a big set of just good faith and a little skill to win.
Unifying audiences is the first step to
%
new challenges you need to figure
out. Covid’s impact on advertisers Even more challenging, traditional TV being able to measure and optimize
highlighted that there are no and CTV are still packaged together toward more outcomes-based want to make sure their digital
divisions between linear TV and CTV but executed separately, leaving TV marketing across all your buying campaigns are complementary
households, and only through the investors unable to maximize the strategies, not just within the silo to linear TV and direct-sold
unification of audiences can you incremental value of their strategic of a single broadcaster or media campaigns so they can optimize
unlock greater flexibility for buying investments across all buy types. company. The secret is that the most reach and frequency.
the very best of TV in all its forms. advanced advertisers are already Source: Amobee/Advertiser Perceptions
Heading into this year’s Upfronts, doing this.
The good news is, with today’s buyers and sellers need to
advanced TV targeting, you can understand the unique strengths of
have your cake and eat it too. different linear TV, CTV, and digital Should the Upfronts and NewFronts merge?
That means centering campaigns channels and how data-informed
around audience targets instead of campaigns can work in tandem to Now that streaming has become But while the verdict is still out,
certain types of programming and ignite performance across the entire such a major part of the Upfronts, research from Amobee and
combining the scale and reach of spectrum of inventory. some industry leaders think Advertiser Perceptions found that
linear TV with the targeting precision it’s finally time to merge with 80% of broadcasters and media
of CTV. Unifying audiences makes it Data-driven technology enables the NewFronts, which launched companies surveyed feel the
faster and easier to optimize across you to understand the historical in 2008 as a forum for media Upfronts and NewFronts sales
all networks and formats for better performance of your strategy across companies to showcase their processes should be merged
results with less duplication. all broadcast partners for a clearer digital content. IAB CEO David and negotiated together. Point of
picture of where you can layer linear Cohen has been an advocate for fact, Disney recently pulled Hulu
But going from planning and TV investments with Tier 1 direct- bringing the two events under a inventory that was traditionally
buying based on age and gender sold and programmatic in a way that single tentpole. “Two bifurcated sold at the NewFronts into its
to strategic target audiences is is complementary, not duplicative. marketplaces make no sense,” Upfronts to enable greater
easier said than done. Working with Cohen told Ad Age. flexibility in its negotiations.
broadcasters, media companies, and At the end of the day, flexibility and
programmatic partners to purchase transparency across all media is key
in a reserved or bidded fashion to superior portfolio management.
across a range of formats and Only when you have X-ray vision into
8 9Ambitious Marketers’ Guide to Television
Unification Checklist:
What it looks like:
Increased control and flexibility over your media.
Timing:
Immediate
What to do:
• Consolidate your data in-house, or with a
partner, and align your linear and digital
audiences with a cross-device data set.
• Review the historical performance of
your strategy and capabilities across all
broadcaster and media partners.
• Establish a baseline for your linear TV
investments and layer it with digital-
direct and programmatic CTV.
At UM, we see the future of advertising as being • Find a vendor that can bring these
a total video planning optimization platform capabilities together to help you
maximize reach and control frequency
with granular reporting by partner, network, across all channels and screens.
(and program) that can show how we deliver
optimal reach within and across partners.
Eileen Kiernan,
Global CEO, UM Worldwide
10 11Ambitious Marketers’ Guide to Television
Optimize.Ambitious Marketers’ Guide to Television
CTV, where viewership is up by 81%
Step 2: Optimize and cord-cutters and cord-nevers
can be found in greater numbers than
Thinking about buying
more scatter this year?
anywhere else.
Whether you’ve committed 90% or
Now that you’ve secured your most The key is being able to allocate What’s more, your cost-per-target 10% of your national TV ad budget
coveted inventory and the money’s your direct-sold and programmatic will decrease. And for those with to the Upfronts, it’s imperative that
on the table, how do you optimize all CTV with greater flexibility and more complex multi-brand portfolios your Upfronts and scatter buys are
bets on your Upfront buys to ensure speed against your linear TV with to manage, data-driven processes aligned. Research from Advertiser
you get the best outcomes possible deduplicated reach and frequency. can replace manual agency workflow Perceptions found that advertisers
for your brand? Only then can you reallocate for greater outcomes that free up expect to allocate 57% of their TV
spend, invest money where you teams to focus on a higher order of budgets to this year’s scatter market.
On average, most brand marketers’ make money, and use data to strategic work. So buyer beware. There’s now cutting-
linear campaigns under-expose their improve targeting. edge reach forecasting technology
target audience and over-expose Illuminating cross-channel gaps and available that enables you to optimize
heavy TV watchers. This leads to So here’s the good news. TV planning eliminating cross-channel overlaps both your Upfront and scatter
dramatic gaps across your portfolio and advertising technologies have optimizes campaign performance inventory together, whether that’s
that can drive your media budget into finally caught up with better audience and promotes greater confidence in linear TV or Tier 1 direct-sold CTV.
the ground. targeting. This means forecasting and future investments.
optimization strategies that reach
Without the right partnerships and across all screens and platforms—
optimization tactics, you’re flying holistically and simultaneously—for Reach curve analysis from Amobee shows that linear TV scales the fastest
blind when it comes to discovering, better performance across your and direct-sold CTV, programmatic CTV, and digital can help your brand
mapping, and measuring the inventory and a hugely improved gain incremental reach. Managing overlap can increase your performance.
interplay of media buys across all customer experience.
channels and networks. You need
to be able to look across your full Driving reach that is incremental to
portfolio of inventory and re-work linear helps you manage audiences
how you want to optimize that media across all networks and formats
on a regular basis. for better results and less overlap Reach
of linear TV and CTV. This helps
With limited visibility into performance, you find the optimal allocation
you’re at risk of damaging your brand for the most efficient use of your
and wasting impressions on targets campaign budget.
you don’t care about hitting. It’s also
Time
harder to reduce make good inventory Converged planning and optimization
or drive on-target reach to your linear also helps you tactically supplement Linear Direct-Sold CTV Programmatic CTV Digital Video/Social
TV investments. campaigns with frequency controlled
14 15Ambitious Marketers’ Guide to Television
Optimization Checklist:
What it looks like:
Easier and faster allocation across channels.
Timing:
June (mid-Upfronts)
What to do:
• Figure out budget allotments across
specific broadcaster/media companies.
• Run different allocation scenarios per
each commitment.
• Establish reach and frequency goals
within each broadcaster/media partner.
• Don’t forget, the scatter market will sell
out quickly, so plan ahead.
Audience-based buying and CTV are complements
• Optimize holistically across your entire
to today’s linear TV. The industry is changing rapidly portfolio to justify spend.
and it’s important to evolve the currencies. We need to
allow digital practices into the linear TV environment
for the best of both worlds. No longer should linear
and digital be planned and executed in silos.
Laura Nelson,
SVP, Ad Products & Enablement, Disney Advertising Sales
16 17Ambitious Marketers’ Guide to Television
Grow.Ambitious Marketers’ Guide to Television
and reliable and accurate TV and
Step 3: Grow digital reporting insights, you’re able
to see—for the first time—if your
What’s the deal with
ACR data?
unified campaigns delivered what
was forecasted. That way, you can Automatic content recognition
Measurement is how we all keep One of the setbacks to more finally measure broadcaster deals (ACR) data recognizes content
our jobs. So listen up. Marketers advanced measurement has been and digital investments together played on a media device or in a
can’t drive growth for their brands a lack of alignment across teams, and highlight the success of your media file. ACR data from smart
without measuring the efficacy of partnerships, and inventory sources. converged campaigns. TVs is an accurate and verified way
their advertising. Plain and simple. As long as the ad industry lacks for networks and advertisers to
Except it really isn’t. The calculus of a common language and shared This kind of visibility tells you measure consumers’ connected TV
measurement is complex and most definitions for campaign KPIs—such which of your media impressions viewing behaviors. This powerful
marketers struggle to demonstrate as awareness and brand lift— were the most on-target and in- data source enables you to more
the impact of their advertising across advertisers face an uphill battle. frequency versus which ones you clearly understand audience
all screens, including the big one. need to course-correct. It also demographics and where and
However, measurement and enables more creative testing how often you reached your target
Today’s level of extreme audience attribution innovations are quickly and strategic iteration to analyze audience versus the total media
fragmentation requires a consistent paving the way for greater visibility media performance and drive more they consumed.
measurement yardstick that can and accountability across all types efficient outcomes.
extend across TV in all its forms and of media, no matter how fragmented.
then tie back to granular reporting This ensures that your ad dollars The decisions you make now will
insights on how your campaigns are working hard, and strategically, determine the success and growth
are performing. A full view of all across all of your media investments. of your business this year and into
audience targets enables you to the future. Only when you can unify,
take advantage of real-time, in-flight Emerging technology platforms can optimize, and grow the impact of
decisioning tools so you can finally help you get past the linear TV and your media investments across linear
measure by device, network, and cross-screen blindspots that were TV, CTV, and digital have you truly
inventory type. previously holding you back and harnessed the power and potential of 73%
causing friction between TV and TV in all its forms.
But as the convergence of TV digital teams.
and digital accelerates, industry
73% of advertisers are increasingly
reporting standards have not evolved More holistic measurement reporting
requesting cross-screen
at the same rate as audience growth. gives you the tools to achieve
measurement and attribution
Many advertisers find themselves deduplicated reach and frequency
capabilities from their broadcaster/
unable to identify and effectively and to measure overlap across
media company partners.
target their strategic audiences linear TV, CTV, and digital video.
across linear TV, Tier 1 direct-sold Through the application of common Source: Amobee/Ipsos Research
CTV, programmatic, and digital video. metrics, in-flight budget allocation,
20 21Ambitious Marketers’ Guide to Television
Growth Checklist:
What it looks like:
Holistic measurement of TV and digital together.
Timing:
Ongoing
What to do:
• Drive alignment on measurement KPIs
across linear TV and digital teams.
• Ensure that you have a system in place
to measure unified campaigns delivered
against the media that was forecasted. Did
campaigns run as expected?
• Focus on how your audience consumes
media across all screens and where and
how often you reached your target audience.
The ability to effectively understand, reach, • Measure consistently throughout your
campaign to track performance over time
and measure audiences across the TV and and make in-flight course corrections.
digital landscape is key for truly converged
• Seek out a partner that can provide you
advertising and, until now, it has not been with a privacy-compliant identity resolution
framework and measurement solution.
possible in the industry.
Corey Tolbert,
Vice President of Programmatic at Horizon Media.
22 23Ambitious Marketers’ Guide to Television
Offerings.Ambitious Marketers’ Guide to Television
What Amobee can do for you
Amobee solutions empower advertisers to leverage data
to unify, optimize, and grow their entire Upfront portfolio
across linear TV, CTV, digital video, and social.
Linear TV Planning CTV Allocator
Amobee helps advertisers extract Amobee’s linear-informed CTV
more value from their linear TV Allocator is a strategic media
investments through sophisticated optimization solution for planning
data-driven planning and and executing Tier 1 direct-sold
optimization tools that maximize CTV and extension campaigns
reach and control frequency to perfectly complement linear
against strategic audiences. TV schedules.
TV Amplifier 4Screen Reporting
Amobee’s TV-aware strategies Amobee 4Screen reports give
enable advertisers to target marketers the insights they need
audiences in CTV, digital, to optimize and validate their
and social that their linear TV cross-screen media campaigns
campaigns have under-exposed by measuring and deduplicating
or missed entirely. audiences across all screens.
26 27Finally, there’s a technology that understands how people consume content today. Only Amobee makes it easy for you to find your audience—no matter where they are, no matter what they’re viewing. We help brands, agencies, and media companies unify audiences to optimize advertising results across all TV, CTV, and digital, including social media. That’s how we help you drive growth for your business.
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