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Targeting Audiences Across ScreensLuke Stillman
1) The struggles of linear television2) The rise of OTT and digital video3) How cross screen enhances TV’s value4) The future of cross screen advertising
Targeting Audiences Across Screens
Target Audience
2005 2010 2015 2020 (Proj.)
45% 45%34% 27%
26% 20%15% 15%
7% 9%7% 7%8% 7%5% 5%
3%7%
10%
4% 23% 28%
DVD/VideoConsole GamesNewspapersMagazinesReading Books for Leisure*Owned Music/PodcastsPC InternetMobileRadioOn Demand TV∞Live TV
75.5 75.6
89.0
89.3
Source: MAGNA GLOBAL estimates based on the total US population∞ Includes DVR, VOD and OTT streaming* Includes eBooks
Total Media Time is Maxed Out (Adults 18+)
Digital is Overtaking Television (% of Budgets)
Source: MAGNA GLOBAL
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 20200%
10%
20%
30%
40%
50%
60%
TV
DIGITAL
19941995199619971998199920002001200220032004200520062007200820092010201120122013201420152526272829303132333435
26.4
29.8
28.0
26.2
31.6 hours per week (4h 30m per day)
(-6%)
(-6%)
Source: Nielsen. Includes time shifted viewing after 2005
Traditional TV Viewing Peaked in 2009 (A18-49)
A18-24
1.01
0.790.72
A25-54
2.28
2.18
1.99
4Q13
4Q14
4Q15
(-22%)
(-9%)
(-4%)
(-9%)
Source: Nielsen, Broadcast Prime
Linear TV Primetime Ratings Declining
2005Live TV: 100%
2015Live TV: 66%
Video Consumption Migrating Away from TV (% of Time)
Source: Nielsen, Comscore, Media In Mind, MAGNA GLOBAL
2015 2016 2017 2018 2019 202030
50
70
90
110
130
150
170
53
168
37
66
86 91
OTT Devices* Enabled Smart TVs Connected Game Consoles
Mill
ions
of U
nits
Increasing Penetration of TV Streaming Devices
Source: MAGNA GLOBAL* Includes standalone units like Roku, Google Chromecast, Amazon Fire, Apple TV, etc.
Hulu
Amazon
Netflix
SVOD
10%
19%
44%
48%
Source: Nielsen
Subscription Video on Demand Access
Homes That Add SVOD Watch Less TV
Source: Nielsen
Source: Nielsen
Alternative Video Viewing Offsets TV Declines
2014E 2015E 2016E 2017E 2018E 2019E 2020E05
10152025303540
23.6 21.9 21.0 20.2 19.6 19.2 18.9
4.1 4.1 4.2 4.3 4.3 4.3 4.4
Adults 18-49, Hours per Week
Live TV DVR/VOD Game Console (video)OTT Video PC Streaming Mobile streaming
33.7 33.1
33.3
33.4 33.5
33.7
33.7
Source: MAGNA GLOBAL
Overall Video Viewing Isn’t Declining
Early Cross Screen CampaignsCrossDevice TV + Digital
Video
Linear TV + OTT
40
20
60
80
Mill
ion
Hou
seho
lds
35
2015 2016 2017 2018 2019 2020
40
4956
63
70
Total Addressable Households
Source: MAGNA GLOBAL
Total Addressable Advertising Spend & Share
Source: MAGNA GLOBAL
2015 2016
$300 million$470 million
Non-Addressable99%
Household Addressable1%
Linking Data Sets Together
Household Audience
Device Graph Audience
Walled Garden Audience
Data Onboarding Platform
Cross Screen Execution BenefitsExposure 1:Approved
Exposure 2:Approved
Exposure 3:Denied
TV vs. Digital Measurement MetricsReach & Frequency
Brand Recall, Purchase Intent, etc.
Website Visits
Digital Actions
Product Sales
Incr
easin
g M
easu
rem
ent
Gran
ular
ity
Augmenting TV Measurement
Step 1: Exposure to TV
Creative
Step 3: CampaignResults inPurchase
Step 2: Digital ActionsTaken
Pros and Cons of Cross Screen CampaignsConsPros
Reduced Waste
More Effective
Better Reporting
More Flexibility
Limited Scope
More Expensive
Disrupts Ops
Privacy Issues
The Future of Cross Screen Campaigning1) Data Matching Improvements2) Measurement Improvements3) Addressable TV Build-out4) Fewer Format Silos5) More & Different Data
Thank [email protected]
