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This Week in #TVNews: Gritty, Burger King Ads and Social Video Spend

Here’s the TV news we followed this week, from the introduction of the Philadelphia Flyers’ mascot to Burger King’s AI-inspired spots. 

    • Digital video and social video spend expected to rocket. eMarketer forecasted that U.S. digital video ad spending will exceed $50B in 2022, and social video ad revenue will reach nearly $12B in 2020, more than double what it was in 2017. What’s unsurprising is that Facebook will bring in the most social video dollars, followed by Twitter and Snapchat. Facebook, with its recently introduced mid-roll video format, says that more than 100 million hours of video are watched daily on its platform.
    • Fall brings cooler temps, PSLs and, of course, new TV. “The Good Place” continues to be one of the smartest-written and heartfelt shows on TV. Amazon premiered “King Lear” starring Anthony Hopkins and the other A-list Brit actors (hi Emma Thompson, Emily Watson and Jim Broadbent). If remakes are your thing, “Murphy Brown,” “Magnum PI,” “Last Man Standing,” and “Charmed” were all revived.
    • The Flyers’ new mascot gets mixed reactions. The Philadelphia Flyers have a new mascot, Gritty, a hairy orange creature that “looks like a Muppet who fell into a vat of radioactive materials and clawed his way out.” In his (its?) first week, Gritty appeared on “The Tonight Show,” inspired a beer called “Nightmare Fuel,” and gained nearly 100,000 Twitter followers.
    • “Flame grilled, just like you,” says a robot voiceover during one of Burger King’s new AI-inspired spots. Remarkably, AI isn’t behind the funny ads; credit goes to ad agency David Miami. As Burger King’s Marcelo Pascoa told Adweek, “Artificial intelligence is not a substitute for a great creative idea coming from a real person.”

See highlights from last week here, and check back next week for more.

Driving Addressable Tune-in Campaigns with Smart Data Strategy

There’s no better predictor for which TV shows a household will watch than understanding what they’ve already watched. However, there’s still a ton of waste with TV tune-in ads. We’ve all seen commercials for shows that we have no intention of ever watching. These waste the viewer’s time and the programmer’s money.

Since the case is simple, tune-in was the pioneer category to leverage addressability. Smart use of set-top-box viewership data paired with MVPD partnerships means ads for TV programming can be targeted to viewers with more precision than ever before, at scale. Addressable ads are dynamically served whenever and wherever a targeted household is watching, therefore eliminating wasted dollars.

At one2one Addressable, we know using multiple platforms provides scale, and we know scale is necessary to drive ratings. With our MVPD partnerships, we use best practices for a holistic approach to tune-in campaigns offering programmers an aggregate view of targeting consumers watching desired content across multiple systems.

While operators own the inventory, understanding how to best leverage data across each platform offers a huge value to the programmers. And as media consumption and engagement continues to change, marketers must keep up and ensure they’re using the right tactics to find true target viewers.

If You Liked That, You May Like This

Set-top-box viewership is one of the most powerful data sets to use for data-informed campaigns, particularly in the entertainment category. One2one Addressable has executed more than 1,000 tune-in campaigns across network genres, around 85% of which have leveraged STB data for targeting.  

By understanding the personalized viewership habits of each household, we can segment audiences based on a variety of attributes: light viewers, lapsed viewers, competitive viewers, or more broad genre-focused like documentary viewers, reality TV viewers, or live sports viewers. We can work with the suppliers to target uniquely-defined audience segments from the onset of the campaign and can then analyze the conversion differences by audience with back-end measurement. This can help inform the programmer of which audience segments are easily convertible vs. harder and therefore where more investments should be made across all media tactics.  

However, there are other viable sources for finding valued audiences – beyond a household’s set-top-box viewership data. For the other roughly 15% of tune-in campaigns executed, audiences have been determined by using psychographic behaviors through third-party data sets or even a programmer’s own first party data. Or, in some cases, we’ve overlayed STB data with those other data sets.  

On the other hand, in the case of a new premiere or tentpole event, programmers may cast a wide net to raise awareness, employing high-impact ads, out-of-home stunts, and content sponsorships to gain mindshare. Complementing those efforts with addressable support would guarantee increased frequency against the target. But what happens when we’re not sure who the target is?

Standard media planning tools provide a solid understanding of networks and programs the “should-be” audience is likely watching. But as the line between digital and television continues to blur, social data, for instance, can provide a wealth of insights. Nothing would be more valuable than finding people that are already actively engaging with the event topic or subject matter. For example, for a live musical event, a network could target people who tweeted about Broadway or a particular actor set to star in that televised event.

While the obvious goal of any programmer is to see positive conversion results to increase ratings, defining the addressable KPIs in relation to the holistic media plan during the planning process is a crucial factor to creating the campaign’s test design and understanding which targeting tactics would be most beneficial.

Measuring the Payoff

Once the campaign’s objectives are clearly defined and the campaign airs, how do we measure success? By evaluating each MVPD’s tune-in conversion results, we’re able to unify and report on the true value of the addressable campaign’s impact on the overall program performance.

In one example, for a returning season, a one2one Addressable campaign prompted an aggregated 67% lift in conversion comparing test vs. control target households, equating to over 1.6M converted households and 438,000 incremental households that would not have converted without the incremental addressable frequency. Additionally, the same campaign netted a 19% lift in conversion to subsequent airings of the program after the media support concluded thus proving sustained media effectiveness against the exposed audiences.

All analytics are presented in an interactive reporting dashboard which provides clients with standardized metrics and insights regarding campaign performance. The dashboard takes into account volume, conversion rates, percent of lift, conversion volume and how the factors work together to impact overall rating therefore providing necessary data to calculate a return on ad spend (ROAS). With conversion details, we can understand the dayparts, days of week, and networks that provide strongest performance for the programmer that can be applied to future campaigns across all media strategies.

We show programmers an overview of the campaign with transparency and make sense of the addressable tactics across the various systems, versus looking at each operator in a silo. This demonstrates overall impact on the promoted program or brand and how targeting an audience with increased frequency can influence results.

Beyond the Basics

There are a ton of learnings beyond tune-in conversion we can learn from an addressable campaign’s performance, especially on the digital side. For instance, the programmer may store content on their website, and in addition to driving program ratings, they may hope to increase web engagement. Working with a data partner, we could pixel the site to tie the household exposures back to web traffic. From there, the programmer may want to understand the audience segmentation of those going on their site, asking about demographics and the companies and brands that spark an audience’s online behaviors. At that point, we may opt to do a social study to further understand which brands will resonate stronger with that programmer’s content. Knowing that may help the programmer’s sales force prospect advertisers to further monetize their television inventory.

Implementing an addressable tune-in campaign presents us with an abundance of executional options. Once we’re able to clearly define the campaign objectives and necessary diagnostic data cuts, the measurement details could provide irreplaceable value to the programmer. By removing the waste, increasing frequency against high-value households and understanding best practices against all supply platforms, the granular analytics can be a key component of a program’s success. With each day, there are new targeting and measurement opportunities, even for the pioneer addressable category. Stay tuned for what’s to come.

Get more information on one2one Addressable

This Week in #TVNews: the Emmys, Fire TV Recast and OTT Revenue

At Cadent, we love TV. We’re big believers in the “lean-back” experience of television – taking in high-quality storytelling for an hour with minimal distractions and a big bowl of popcorn. As such, we’re always looking for information on exciting projects and relevant industry news.

Here are the TV trends we’re focused on this week, from an awards show to Jordan Peele’s revival of a TV classic. 

  1. The Emmys served some highs and lows. Viewership for the event went down 11% in the past two years, according to Nielsen data, with this year’s show garnering a little more than 10M viewers. (It hasn’t been a banner year for awards shows; the Oscars attracted 27M viewers this year, a fifth less than last year.) Still, the Emmys delivered some great live TV moments, including a marriage proposal. And, maybe more importantly, Leslie Jones’ reaction to the marriage proposal.
  2. ESPN + hits the one million subscriber mark. The streaming service just reached a paid subscriber milestone, a big win in light of industry challenges like cord cutting and competition for game-airing rights from social giants.
  3. Amazon launched Fire TV Recast, a DVR that wirelessly pairs with a TV antenna to show over-the-air television on an Echo Show or a Fire TV. Users can record 2-4 shows simultaneously and stream content on multiple devices. Amazon launched 13 devices at their event, including an Alexa-connected microwave. 
  4. Jordan Peele’s next project is out of this world. Peele will produce, host and narrate a reboot of “The Twilight Zone.” The show will appear on CBS All Access, the network’s on-demand streaming platform.
  5. OTT ad revenue is up 40% over last year. Over-the-top ad dollars will reach $2B this year, according to a Magna report. Addressable TV spending will reach $800M this year, as marketers start shifting more budget to finding the audiences relevant to them on TV.

Check back next week for more highlights.

Standardized Addressable Reporting Creates Smarter Marketing

The most exciting time to be in the television industry is right now. Data and technology are changing the game, and we are rewriting the rulebook. Brand marketers are finally beginning to understand the value of addressable advertising.

This new world of TV advertising brings transparency. We can now understand what works, and we can leverage that data to optimize future buys. Addressable television makes it possible to identity and reach only high-value, relevant households. At the end of an addressable-TV campaign, marketers should have a ton of actionable insights.

Five years ago, if a partner asked a marketer where first-party data was kept, they might be met with a blank stare. Today, that data-competency gap is starting to close. Marketers know where their data is, and they’re hiring talent with skills necessary to understand their customers’ paths to purchase. Now, more than ever, marketers are starting to understand how television augments digital-campaign performance, and they are eager to get the highest return on their investments.

It’s time for brands and agencies to take their data strategy into their own hands. Marketers should challenge their partners to work together and organize their reporting in a meaningful way, holistically connecting television and digital-campaign performance.

More buzzwords, more problems

Data has been a buzzword for as long as digital marketing has been around. Everyone is checking the box and saying they want more data. But finding data that is actionable, and unifying targeting and attribution across channels are difficult tasks—and this is what we need to work toward.

The only way to get meaningful data from addressable television advertising and other channels is by thinking beyond buzzwords and working with partners that are committed to standardizing reporting. Understanding campaign performance and ROI depends on the strength of the relationships between marketers and their partners. Marketers can get full utility of their data when their partners make it possible.

Currently an advertiser typically executes campaigns across a few providers, and the post-campaign analytics they get back are not unified. This is a problem for marketers who want meaningful and actionable results. From an addressable advertising standpoint, standardized reporting helps marketers understand what CPM they should pay to maximize ROI, which networks perform best and at what point the campaign frequency reaches diminishing return. Post-campaign analytics can provide profiles of the most responsive customers, and these insights can be used for future linear and addressable campaigns.

Taking a step further, addressable TV advertising reporting should bridge the gap with digital analytics. We can now measure TV and digital advertising in the same way. For instance, if an advertiser works with PlaceIQ to measure foot traffic from a digital campaign, the addressable advertising partner should also work with PlaceIQ for attribution so the marketer can compare apples to apples and take action on that data across future linear, addressable, IP and connected TV campaigns.

The goal of standardized addressable reporting is to better understand the impact of cross-channel campaigns. With full transparency into how TV compares to digital performance, brands and agencies can recognize when they should allocate more to digital or more to their addressable spend. They can also optimize their linear television schedules by creating smarter national TV buys. Ultimately, standardized addressable reporting will lead to a more transparent TV ecosystem and better ROI for marketers.

Reaping the full benefits of addressable

As we start to bridge the gap between TV and digital, more sophisticated targeting will become available. Continued transparency in television will be vital. Information on what isn’t working in a campaign is as valuable as what is working.

To marketers embracing data-driven marketing across channels: Putting pressure on your TV clients is a good thing. Take data into your own hands, make sure you’re challenging your partners and get actionable reporting.