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KOB ADVERTISING
WHY
Why TV in 2018?
Advertising in Today’s Complex Media World
Media is evolving.
Media consumption habits are changing.
Advertisers must engage consumers where they spend the most time, and are most influenced.
All media can be effective. But they work in different ways.
2
The early years
The last 20 years
Now:
Connected TV
Targeted Video
Targeted Display
Geo Fence
Device ID
Email Blasts
Satellite Radio
Internet
Direct Mail
Mobile & Text
Sign/Billboard Newspaper Yellow Pages Radio Cable & Satellite TV
Broadcast TV
YouTube
ROKU
hulu
Banner Ads
Live Television Dominates OTT Viewing
• Even amongst heavy OTT
households, live television viewing is
still double that of OTT viewing
• OTT is growing, but is supplemental
rather than primary in households
with access to Live TV
Copyright ComScore 2016
Copyright Scarborough Research 2017
In the ABQ/SF Market
TV Continues To Be The #1 Media of Choice
For All Key Demographics
Demo Local
Broadcast TV
in 7 days
Local News
past 7 days
Hulu Past 30
days
Netflix past 30 days
A18-34 75% 57.9% 10.9% 45.1%
A35-49 83.7% 68.7% 8.0% 24.2%
A50-64 90% 77.6% 5.7% 13.2%
A65+ 83.6% 85.4% 1.7% 8.8%
NOTE: Phoenix is an adjacent LPM market. LPMs provide Minutes Watched Information.
2015 Viewing Habits by Age Group for Phoenix’s Local People Meter Market
Source: Nielsen LPM Phoenix May 2015 average viewership M-Sun 5a-5a.
In the Phoenix LPM Market
TV Continues To Be The #1 Media of Choice
For All Key Demographics
*Note: Over The Top stands for “over-the-top,” the term used for the delivery of film and TV content via the Internet, without requiring users to subscribe to a traditional cable
or satellite pay-TV service like a Comcast or Time Warner Cable. OTT can largely be broken down into three different revenue models: SVOD (subscription-based services such
as Netflix and Hulu); AVOD (free and ad-supported services such as Crackle and Hulu); and TVOD (transactional services such as iTunes, Vimeo On Demand and Amazon
Instant Video
Age Group Traditional TV Time Shifted TV
Over the top TV
(Netflix, Hulu,
etc.)*
Streaming on
PC Internet Surfing
A18-34 21:38 3:30 2:02 2:08 5:42
A18-49 25:19 4:46 2:56 2:03 7:55
A25-54 30:13 5:33 2:35 3:09 10:00
A 55+ 44:00 6:53 0:32 2:08 7:00
Television Has the Highest Share of Daily Media Use Among Adults
Source: Nielsen Total Audience Report Q2 2017
How Do Consumers Buy?
Visit Store/Website
Want to Purchase
Consideration
Interest
Awareness
Make the Purchase
Reaching Consumers Early
Influencing the Decision
Making a Purchase
8
What Influences Consumers Most: Top 12
Visit Store/Website
Want to Purchase
Consideration
Interest
Awareness
Make the Purchase 9 Source: GFK TVB Purchase Funnel 2017 A18+ Most important for media that registered 2% or higher.
62 57
50 50 46 43
4
4
4 3 4
4
4
4
4 3 4
4
3
3
3 3
3 3
3
3
4 3
3 3
2
2
3 3
3 3
2
2
2 2
2 2
2
2
2 2
2 2
2
2
2 2
3
2
2
2
2 2 2
2
2
2
2 2 2
2
2
1
[VALUE] 1 2
1
Interest Consideration Want To Purchase Visit Store/Website Make Purchase Awareness
Television Newspaper Network TV Website Local TV Station Website
Email Internet Search Engine Internet Video Ad Radio
Social Media Outdoor Internet Display Ad Streaming TV or Movies Online
What Influenced Consumers Most: Awareness Stage
62% 64% 58% 58% 61% 64% 65%
7% 5%
7% 5%
9% 7% 4%
4% 4% 5% 5%
4% 2% 3%
4% 4% 3% 3%
4% 4% 2%
4% 5%
3% 5%
4% 2%
3%
3% 2%
2% 7%
2% 4%
4%
3% 2%
4%
2% 2% 3% 3%
2% 1% 2%
1% 2% 2%
1% 1% 2% 3% 2%
6 Categories Auto Furniture Medical Banking QSR/CasualDining
Legal
Television Mail Newspaper (Print Only) Local/Net TV Website or App Radio Outdoor Social Media Email Magazine
10 Source: GfK TVB Purchase Funnel 2017 A18+ (% Most important media type among those who saw/heard ads in at least 1 media source)
How Do Advertisers Reach TV Viewers in New Mexico?
11 Source: The Nielsen Company, May’16
50.5%
24.6%
23.3% Satellite
OTA
Cable
Reach Viewers Over the Air Who Don’t Have Cable or Sat
Cord Cutting in Bernalillo County
12
Comcast 29%
Other, 1%
OTA 39%
Satellite 32%
Almost 40% of Viewers Watch Over The Air 132,980 Households in the metro are OTA
Source: The Nielsen Company, May’17
Broadcast TV reaches 100% of Homes in Albuquerque
13 Source: The Nielsen Company, May’16
Broadcast 100%
14
-
10,000,000.00
20,000,000.00
30,000,000.00
40,000,000.00
50,000,000.00
60,000,000.00
18-34 35-49 50-64 65+ Total
Ho
urs
Vie
we
d p
er
We
ek
in
Ne
w M
ex
ico
Nielsen Age Groups Sources: Nielsen National Data applied to Nielsen New Mexico HUTs
Television Viewership per Week: 2011 vs 2017 - Down 12.4%
2011 Hours/Week
2017 Hours/Week
TV Viewership in NM
15
How Much to Reach ONE Person?
16
Direct Mail = 36¢ Yellow Pages = 35¢ Newspaper = 10¢ Cable = 7¢ Radio = 3¢ Broadcast TV = 1¢
2017 2011
TV is Still The Big Dog!
Video Leads the Pack!
Live TV 33% Mobile 27% Desktop/Laptop** 17% Radio* 12% Other Digital 5% Print 3%
Other (Non-Digital) 3%
Source: eMarketer, October 2017 Includes “multi-tasking” on multiple devices at once * Excludes Digital ** Includes all internet activities on desktop or laptop computers
KOB Video Platforms
Broadcast + OTT
Working Together
19
TV Internet
Social Media’s Most Effective Use
Connecting with customers at a personal level
Public Relations
To be in front of shoppers who are already online
Global reach
Social Media’s Limitations
Not a branding medium
Not a primary influencer
Can’t measure ROI
Widespread buzz but participation is limited to heavy users:
12% of Facebook users make up 66% of total visits*
73% of Twitter users have tweeted less than 10 times*
Source: *Barracuda Labs 20
65% 13%
22%
Column1
Yes
No
Do not Search
Television Ads Motivate Further Research Online
21 Source: GfK TVB Mentor Survey 2017 Persons 18+. Respondents asked when doing online search how often, if at all, have TV Ads you have seen influence you in some way in your search
Has an advertisement on television motivated you to go the Internet to find out more information
about that product or service?
Is TRUST an Issue …for your customers?
TRUST is Built, over Time, by Experience
TRUST can be Borrowed, or Transferred
How do you BUILD Trust?
Source: Tim Daniel – The New Nobility
“I trust the news I see/hear on this media source”
40%
53%
63%
65%
66%
67%
68%
72%
72%
73%
74%
76%
79%
81%
Social Media
All other Internet Websites/Apps
Websites/Apps Radio
Websites/Apps Cable News
Websites/Apps Broadcast National News
Websites/Apps Newpapers (Local or Nat'l)
Websites/Apps Local Broadcast News
National Newspapers
Cable News Channels
Radio
Public Television
Broadcast National News
Local Newspapers
Local Broadcast TV
Agree with this statement
23 Source: GfK TVB Purchase Funnel 2017 A18+ (Agree Strongly + Agree Somewhat)
Traditional Media
Digital Media
Awareness
Interest
Decision
Action
Use TV + Digital to Impact Consumers at the right time…..
Bro
ad
ca
st T
V
OT
T - C
on
ne
cte
d T
V
Dig
ital D
isp
lay
Dig
ital V
ide
o
De
vic
e ID
/G
eo
Fe
nce
SE
M
SE
O
We
bsite
Re
targ
etin
g
Em
ail
To Harvest Low-Hanging Fruit, You have to have a Healthy Tree!
TV fills the top of the funnel and motivates consumers to go online.
Digital captures the low hanging fruit.
25
Take-Aways
All media can work, but in different ways
Television is the #1 influencer across all six steps of the consumer decision process
When evaluating the cost of reaching one person, Broadcast TV is the most cost efficient medium you can buy
Broadcast stations offer one-stop media solutions
Broadcast TV stations are your partner to help you grow your business
26
Sources & Terminology
Terminology OTT = Over The Top = CTV = Connected TV = Subscription / Streaming TV
TV Everywhere
OTA = Over The Air = Broadcast TV
FEP = Full Episode Player
Digital Video = vs. Broadcast Video
Digital Display = Banner Ads
SEM = Search Engine Marketing
SEO = Search Engine Optimization
27
Nielsen = TV Ratings, National & Local, Monthly & Overnights, Meters, People Meters, Diaries, ABQ DMA = ~ 375 Meters Scarborough = Qualitative/Consumer Behavior, Top 75 markets ABQ DMA: ~ 2,000 Booklets/TV Diaries
Comscore = TV Ratings, National & Local, “2-way TV”, Big Samples: ABQ DMA = ~ 160,000 set top boxes Simmons = Qualitative/Consumer Behavior, National, ~ 50,000 Booklets/TV Diaries, modelled to Local
IAB = Internet Advertising Bureau – “the Bible” for digital audience measurement
TVB-commissioned National / Custom Research Studies