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TRA matches what people are watching with what they're buying to help advertisers to measure, validate and optimize their TV and Digital advertising. TRA's CEO Mark Lieberman presented on June 4th 2013, at the Needham Internet and Digital Media Conference, about the evolution that the TV industry has gone through over the past 50 years and the need for audience measurement to evolve, using big data, to keep pace with changing landscape.
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TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1
TV is Calling ForBig Data Solutions
NEEDHAM INTERNET & DIGITAL MEDIA CONFERENCE
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TV Renaissance For Consumers
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For 50 Years: Advertisers Have Asked The Big Questions
Did my advertising drive sales?
Did my advertising drive sales?
Which creative causes the greatest sales lift?
Which creative causes the greatest sales lift?
What’s the ROI of advertising?
What’s the ROI of advertising?
How can I reach my prospects through TV?
How can I reach my prospects through TV?
And now: How can TV and digital work together?
And now: How can TV and digital work together?
How do I ensure I’m reaching the right audience?
How do I ensure I’m reaching the right audience?
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The TV Landscape Has Evolved Drastically Over The Past 50 Years
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The Simple TV Landscape of Yesterday
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TV Content Delivery Has Become Fragmented and
Much More Complex
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Advertising Methods Are No Longer Straightforward
Commercial
Branded Integration
Cross Platform
Addressable Advertising
Social Media
Dynamic Ad Insertion
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Consumers Take Control
Over the Air
Subscriptions
Peer-to Peer
Cord Nevers
Cord Cutting
Cord Cobbling
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The Complex TV Landscape of Today’s TV Renaissance
Consumers• Traditional• Subscriptions• Peer-to-Peer• Cord Cutters• Cord Nevers• Cord Cobblers
• Traditional Buying• Trading Desks• Buying Platforms
Seeking the right audience?
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Audience Measurement is the Only Area That has Yet to Evolve
TV Upfront
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Now it’s Time For Change
Age and gender targets derived from
a panel
Purchaser targets derived from big data
FROM TO
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Optimize The Return on Media SpendTo Cut Through The Clutter
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Extreme Fragmentation:Simplification Can Be Found in
Big DataUsing the Right
Data for Media
Planning/Buying
Measuring the results of TV and digital
campaigns
Media Planning and Buying
MeasuringROI and Sales Lift
Analysis
Use results to inform/optimize the plan
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Where TRA Fits
22MM Households
Matching what is seen with what is purchased
among anonymized 4.4 million households
Exposure:- TV- Online
Purchases:- Grocery- Auto- Rx Claims- Customer
Databases
Single Household
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4.4 Million HouseholdsAchieving the right composition for nationally
representative sample
Charter/Fourth Wall
TRA’s Set Top Box Data Sources
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Massive Naturally Occurring Data
Other HH Level Data Sources
• Tribune Program Data• Kantar Campaign Data• Experian HH Demographics
Removing Friction
• Nielsen Program Ratings
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TRA’s “Best of Breed” Purchase Data Partners
40 Million Households:• 30 Chains
• Kroger• Ralph’s• 2,500 stores
CPG
115 Million Households of Auto Registrations
AUTO
1.6 Billion de-identified healthcare claims at the person level
Healthcare
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Enabling Brands to Measure, Validate and Optimize (MVO) their Advertising
CPG BRANDS RX Brands
CRM Brands
Networks Agencies
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Greater CPG sales from smarter TV
allocations led to
4% sales lift across portfolio,
including 9% lift for one brand
Increased ROI
by 25% and
35% for two product
categories, with data-driven
planning
Measured a
126% sales lift from a product
placement in TV programming
Proved that TV drives new customer
purchase and digital drives
repeat purchase
With Proven Success
Top Performing
CPG Manufactur
er
Major Hair Care
Brand
Leading Smoked Sausage
Brand
Proved a positive ROI and +11% Rx
sales lift attributable to TV ad exposure in
both the national and local
occurrence level.
RxBrand
Major CandyBrand
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TRA Growth: Cross Media Solutions
Use TRA TV and purchaser indices to plan/buy digital media:
• Reinforce messaging
• Reach digitally those missed on TV
Single-source cross media solution for:• Measuring the sales
impact of TV and Digital
• Understanding attribution to maximize ROI
TV & Digital MeasurementDigital Buying/Planning
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TRA’s Competitive Advantage:Ability to Look Around
the Corner
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The Only Company with its own STB
Inventors of the DVR, that today continue to revolutionize the way consumers watch and access home entertainment.
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TiVo: the Leading Innovator in Home Entertainment
Multi-Source ContentIntegrated with SVOD and
OTT
Whole HomeMedia withTiVo Stream
TiVo Mini
Best-in-class User Interface and Content
Discovery
Online & Mobile
Inventing the DVR was just a warm up
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Positioned in the Center of the Media Convergence
“TiVo is the best connected TV certainly in the U.K. and I would argue in the world. It is produced by connected TV experts. It's all they do, that's why we've partnered with them.”
— Neil Berkett, Virgin Media CEO
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TRA: Enabling Advertisers,
Agencies and Networks Navigate the Increasingly Complex TV Advertising
Landscape
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Q&A