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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 1 The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television.

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Presentation on theme: "Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 1 The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television."— Presentation transcript:

1 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 1 The Revolution Is Televised: Cross-Channel Data Driven Marketing With Television Molly Parr Director, Product Management Oracle Marketing Cloud

2 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Agenda 2 TV in a Digital World Cross-Channel TV Challenges Opportunities in Cross-Screen today

3 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Niche Audience Targeting. Clear Measurement. High Impact. Mass Reach. 3 The Marketer’s Goal: synchronization with Digital & TV And overcoming the chasm that exists between the two media

4 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |4 Yearly digital media spend is on the rise, but still hasn’t touched TV $42.8 $74.5 Billion In 2013 Internet Ad Revenue Billion In 2013 TV Ad Revenue (Broadcast & Cable combined)

5 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |5 Significantly different buying process leads to fragmented approach in utilizing data & targeting Seller’s Market Consolidated to a few, powerful vendors Demo targeting, indexing against the population Reach buys, large populations TV PlannerDigital Media Buyer Buyer’s Market Thousands of vendors to test & compare Audience Targeting utilizing 1 st, 2 nd, 3 rd party data Significant access to marketer data

6 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Device Fragmentation is pushing “TV” into addressable channels – driven by Millennials 6 Source: Deloitte Digital Democracy, March 2014

7 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | And it’s growing… Oracle Confidential – Internal/Restricted/Highl y Restricted 7

8 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |8 Source: Luma Partners, 2014

9 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |9 Source: Luma Partners, 2014

10 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Why isn’t TV “just like” online? OnlineTV MarketBuyerSeller AddressabilityCookieBroadcast / Household (Rolled up for DMA) Measurement mechanisms Cookie / Direct Indirect via: Legacy business constraints Congress-mandated Privacy restrictions Technological Limitations Purchased onCPM, CPAGRP Tracking & Measurement timing “Real-time”Days to weeks Lead & Lag Times“Real-time” Purchased months in advance, creative submission deadlines for on-air 10 Some details from: “A Practical Definition of Programmatic TV,” Melby, Mediapost, 8/29/14

11 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | To recap… TV & Digital have traditionally played separate roles in gaining Reach & Audience Targeting, respectively. As Marketers, we want to access both for true cross- channel synchronization. …To target the right customer, on the right medium, with the right message. 11

12 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | TV & Emerging Targeting access: today’s landscape 12 Online Video (TV Extension) TV Measurement – TV metrics for an online world TV Planning – utilizing data to execute Broadcast buys “Addressable” Integration w/ MSO for planning & data Today > Future Most often executed > Barriers to Entry

13 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Concurrent media use and subsequent media use Cross-channel targeting is key to extend your TV message 13

14 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Example 1: Retargeting TV Viewers cross-channel on other devices 14 Family Plans Transforms Household into a targetable online user

15 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | TV is no longer just on your TV: Nearly 10% of Millennial TV consumption is on gaming devices 15 "The gaming devices are becoming entertainment hubs.” - Dounia Turrill, SVP Client insights, Nielsen (in Huffington Post)

16 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Example 2: Infiniti Q50 on the “TV Screen” with Forza 5 16

17 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Holy Grail: Digital Marketing Data to Power TV Targeting Oracle Confidential - Restricted 17 1 st Party 2 nd Party 3 rd Party

18 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Example 3a: Using Online behaviors to create Targeted TV Data Snapshot: In Market for Financial Services 18 Likely to watch The Trophy Wife Unlikely to watch 2 Broke Girls

19 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Example 3b: Audience based tools to plan Targeted TV Smarter, targeted message; less waste. 19 Highest Lifetime Value Scores Visited site in last 30 days In Market for new Device Creates TV plan with the most targeted households Online users & behaviors indexed to households

20 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Recap – Real TV & TV-type offerings today Networks for “TV Everywhere” TV  Digital Digital  New “TV” Devices Digital  TV 20

21 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Final thoughts Challenges in TV: fragmentation, different approach, different tracking. Millennials and converging devices are forcing marketers to get smarter. TV is becoming part of the “Right user, right message, right time” diatribe. 21

22 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Questions? 22

23 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Appendix Oracle Confidential – Internal/Restricted/Highl y Restricted 23

24 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Sources IAB / PWC, Internet Advertising Report Deloitte, Digital Democracy Luma Partners / Terence Kawaja, The Future of Digital TV a910-e5c8e39ddc35&v=qf1&b=&from_search=1 Mediapost/Melby, A Practical Definition of Programmatic TV programmatic-tv.html Accenture, The Eyes Have it eyes-have-it-who-controls-future-of-television-media.aspx Nielsen Study TV viewing viewing_n_ html Oracle Confidential – Internal/Restricted/Highl y Restricted 24

25 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Fragmentation Solved By “Data Unchained” True cross-channel data activation can occur when data is separated from execution & Direct Mail CRM & Site Search & Site Commerce Social Media Mobile Media Online Video Online Display TV & TV Devices Oracle Confidential - Restricted 25

26 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highl y Restricted 26

27 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | TV is > 74.5 Billion dollars Get a piece of that pie and kill the waste! Oracle Confidential – Internal/Restricted/Highl y Restricted 27

28 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highl y Restricted 28

29 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highl y Restricted 29

30 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Device Fragmentation is pushing “TV” into addressable channels – driven by our Millennials Oracle Confidential – Internal/Restricted/Highl y Restricted 30

31 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Other Links (unused) habits-by-age-gender-and-ethnicity.html habits-by-age-gender-and-ethnicity.html LUMA! tv?qid=89ac8796-b928-4b76-a910- e5c8e39ddc35&v=qf1&b=&from_search=1http://www.slideshare.net/tkawaja/lumas-the-future-of-digital- tv?qid=89ac8796-b928-4b76-a910- e5c8e39ddc35&v=qf1&b=&from_search=1 Oracle Confidential – Internal/Restricted/Highl y Restricted 31

32 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Repository Oracle Confidential – Internal/Restricted/Highl y Restricted 32

33 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Market Opportunity (supports online video) The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them. One quarter (25%) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33%) in mainland China and Singapore and 32% in Hong Kong, where 'phablets' are increasingly popular. “While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.” - Matthew Froggatt, Chief Development Officer at TNSMatthew Froggatt, Chief Development Officer at TNS Oracle Confidential – Internal/Restricted/Highl y Restricted 33

34 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Concurrent media use and subsequent media use Cross-channel targeting is key to extend your TV message Oracle Confidential – Internal/Restricted/Highl y Restricted 34

35 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highl y Restricted 35


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