SHIFTING SCREENS TACKLING TV IN TODAY'S VIEWING LANDSCAPE - Centro
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SHIFTING SCREENS TACKLING TV IN TODAY’S VIEWING LANDSCAPE
Noor Naseer senior director media innovations + technology
+ The Ways to Watch THE + What We Can Buy: TV WATCHING + What We Can Buy: Digital Video AGENDA + Takeaways
WHAT & HOW ARE WE WATCHING TODAY?
WE’RE WATCHING LESS CABLE TV,
MORE OF EVERYTHING ELSE
AVERAGE TIME SPENT AVERAGE TIME SPENT PER DAY
PER DAY WITH TV WITH DIGITAL VIDEO
(hrs:mins) (hrs:mins)
4:05 3:56 1:32 1:38
3:45 3:36 3:31 1:26
1:19
1:11
2016 2017 2018 2019 2020 2016 2017 2018 2019 2020
Source: eMarketer Report, US Time Spent with Media
CORDED RELATIONSHIPS
ARE CHANGING RAPIDLY
1 2 3 4
TRADITIONALS SHAVERS CUTTERS NEVERS
LOYALTIES BELONG TO NO SINGLE SCREEN
1 2 3
By 2019, cord Currently 1/4th 45% of
cutters will of Americans are Americans will be
outnumber cord cutters cord cutters or
cord-nevers cord nevers by
2023
ADVANCED TV SUPPORTED BY
ADVERTISERS, AGENCIES
Improved targeting was the No. 1 benefit of Advanced TV cited by
media agency and marketing decision-makers
LEADING BENEFITS OF ADVANCED TV ADVERTISING
According to US Agency & Marketing Decision-makers
VIDEO & TV SPEND SET TO CONVERGE
US DIGITAL VIDEO AND TV AD SPENDING
(% of total media ad spending)
40%
31.2%
28.7%
30% 26.4%
24.9%
23.5%
20% 16.4% 17.5%
15.3%
13.9%
12.4%
10%
0%
2018 2019 2020 2021 2022
TV Video
Source: eMarketer
LET’S GET CLEAR ON WHAT ADVANCED TV IS MANY WAYS TO BREAK IT DOWN
THE CORE TYPES OF ADVANCED TV
KEY INTERACTIVE ARE ALL SUBSETS OF ADVANCED TV FOR MEDIA BUYERS
OTT PROGRAMMATIC TV ADDRESSABLE TV
Any app, website or An automated, technology- Targeted TV ads delivered on a
hardware that provides or data-driven method of home-by-home basis via cable,
streaming video content buying linear TV ads, both satellite and telco boxes. It
over the internet bypassing broadcast and cable, includes both linear and video-on-
traditional distribution including those that appear demand (VOD) delivered in this
on time-shifted TV or way, but excludes connected TV,
recorded on a DVR. smart TV and OTT.ADVERTISING THROUGH OTT
APPROACHING OTT CATEGORIES
THE DIFFERENT WAYS TO CONSIDER BUYING
TRADITIONAL BUY DIGITAL BUY
TV EVERYWHERE VIRTUAL MVPD CONNECTED TV
(Multi-channel video programming distributor)
Access via paid Access via internet Streaming
subscription only subscription device
Refers to television programming that is delivered using the open internet, regardless of which device it is viewed on.HOLISTIC APPROACH:
VIDEO ACROSS SCREENS
TV EVERYWHERE VIRTUAL MVPD CONNECTED TV
(MULTI-CHANNEL VIDEO PROGRAMMING DISTRIBUTOR)
ACCESS VIA PAID SUBSCRIPTION OR ACCESS VIA INTERNET ONLY STREAMING CONTENT VIA
AUTHENTICATION SUBSCRIPTION CONNECTED DEVICECONNECTED TV USAGE IS GROWING QUICKLY
195 77% 55.1
MILLION MILLION
people will be of U.S. consumers
watching CTV households had expected to cut
in 2019 connected TVs as the cord by
of July 2019 2022POPULAR OTT VIEWERSHIP
31% 32% 33%
29%
26%
20%
2018 2019 2020 2021 2022 2023
28% 29% 30%
26%
23% 50% 51% 52% 52%
20% 48%
45%
2018 2019 2020 2021 2022 2023 2018 2019 2020 2021 2022 2023BENEFITS OF
CONNECTED TV ADVERTISING
1 GREAT 2 NON- 3 LESS
VIEWABILITY SKIPPABLE CLUTTER
100% viewable 100% non-skippable Less cluttered ad
premium inventory inventory environment with
shorter ad lengths
4 EXCLUSIVE 5 ENHANCED 6 BETTER
VIEWERSHIP TARGETING PERFORMANCE
Reach cord cutters Enhance targeting Enables higher
and cord nevers and minimize waste completion ratesPLACING A CTV/OTT BUY
OTT/CTV CAMPAIGN SETUP
SELECT SPECIFY
GEOGRAPHY INVENTORY DAYPART FREQUENCY
DEVICES
Select device Select national Select specific Maximize scale Apply a frequency
type to target: targeting or PMPs or open by targeting all cap to control
Connected TV large DMAs exchange inventory times of day, or frequency of ads
based on target use dayparting to served to targeted
audience match viewers’ households
schedulesCONNECTED TV: PMP DEALS
BASIS DSP PMP LIBRARYCORE TYPES OF OTT INVENTORY
DEMOGRAPHIC VERTICAL NETWORK OTT WATCHING POLITICAL
AUDIENCES CATEGORIES RUN HABITS LEANING
Reach relevant Business/finance, Select CTV inventory Target light, Consuming news
demos, regardless health/wellness, specific to an medium and content related
available cable
of content news, weather, heavy TV viewers that heavily skews
network of choice
consumed sports, etc. towards a partyADVERTISING ON PROGRAMMATIC TV
ADVERTISING ON PROGRAMMATIC TV A QUICK A technology-automated and data-driven method of DEFINITION buying and delivering ads against linear TV content
PROGRAMMATIC TV
AD SPENDING SCALES UP
US PROGRAMMATIC TV AD SPENDING One of the drivers of programmatic TV
(Millions and % of TV ad spending)
ad spending is the coordinated
$5,000 $4,727.2 buying of inventory across TV and
$4,000
6.8%
programmatically enabled
$3,000 $2,766.8 digital channels.
$2,000 $1,746.7
$1,000 $641.6
$1,088.4 By 2020, over $4.7 billion in
0.9%
TV ad spending will be transacted
$0
2016 2017 2018 2019 2020 programmatically, compared with
$641 million in 2016.PROGRAMMATIC BUYING
ACCESS TO 1000+ LINEAR NETWORK OPTIONS
LOCAL NATIONAL NATIONAL NATIONAL
BROADCAST BROADCAST CABLE SYNDICATIONTHE BENEFITS OF PROGRAMMATIC TV
IMPROVED ONE-STOP AUDIENCES &
MEDIA PLANNING SHOPPING OPTIMIZATION
Target audiences based on Enables planning and TV campaign plans convert
3PD (demo, lifestyle, ordering against multiple to audience based buys
audience profiles, etc.) inventory sources
(nat’l networks, MVPDs, Orders optimize in-flight to
Offers impression-based syndicators, broadcast meet goals and ID targets
buying (CPM basis) affiliates)ADVANCED TV REPORTING & MEASUREMENT
OTT/CTV:
WHAT WE CAN REPORT AGAINST
VIDEO
IMPRESSIONS QUARTILES COMPLETES UNIQUES
Impressions broken 1st, Midpoint, 3rd Completed views, Number of unique
out by network CPCV devices reachedPROGRAMMATIC TV:
WHAT WE CAN REPORT AGAINST
DMA DAY OF SPOT
BREAKDOWN NETWORK DAYPART WEEK LENGTH MIX
Major market ABC, CBS, FOX, Early morning, Weekday, :30s vs :15s
distribution NBC, CW, CNN Daytime, Early weekend
Fringe, Prime, etc.BUT WHAT ABOUT DIGITAL VIDEO!?
PROGRAMMATIC VIDEO: WHAT’S OUT THERE? + 15+ video exchanges + 14 billion video opportunities per day
PROGRAMMATIC ONLINE VIDEO
Online Video Formats
BENEFITS
Video viewers at scale
Extend TV spots to digital formats
and target by demo, behavioral ,context, etc.
In-Stream Interstitial
Execute video everywhere
Mobile, Desktop, Tablet, OTT, etc.
Customize performance
Data Driven auto optimizations
with a human touch
In-Banner Out-StreamVIDEO TARGETING OPTIONS
PROGRAMMATIC VIDEO
GETTING STRATEGIC
CONTEXTUAL CUSTOM SITE LIST PRIVATE AUDIENCE VIDEO COMPLETION RUN OF NETWORK
MARKETPLACE RETARGETINGPARTNER-SPECIFIC VIDEO OFFERINGS
ENGAGING CANVAS OVERVIEW Create and serve cutting edge creative executions. Maximize user engagement, with a blank canvas that allows for unlimited content integrations, across all platforms and device. + Completely Customizable + User Initiated + Creative Build = Added Value!
SHOPPABLE VIDEO
OVERVIEW
Transform any existing video asset into
a shoppable, engaging non-intrusive
unit to boost brand awareness and
drive engagement in a seamless cross-
screen environment
+ Makes Video Clickable
+ Creative Functionality = Added Value!
+ Average CTR = 7.3%!HOW SHOULD I PLAN FOR ALL THESE WATCHABLE SCREENS?
CONSIDERATIONS
FOR A MEANINGFUL
ADVANCED SCREEN STRATEGY
1 Consider objectives, viewing habits + budgets
2 Has your audience cut the cord?
3 Are you looking for a niche consumer?
4 Do you have narrow geographic parameters?
5 Manage expectations on measurementQUESTIONS? THANK YOU!
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