Doing TV Like It’s Digital by Matt Collins, SVP of Marketing, and Nico Ricci, Chief Data Scientist
Summary of What We’ll Discuss TV can operate with the speed, accountability, and precision of digital—with the right tools TV media and creative are much more accessible than they used to be A new approach to performance on TV solves for the biggest problems of traditional methods The math behind why performance marketers shouldn’t buy just cheap CPMs How to get in touch with us
TV’s Perceptions vs. Reality PERCEPTIONS TRUE OR FALSE? FALSE! Media is super expensive, Start for as little as $25K even to test Creative is too expensive, FALSE! Creative more accessible than ever takes too long to make FALSE! TV is really hard to measure Link exposure to virtually any outcome
Why The Outdated Perceptions? BACK IN THE DAY... TV was supply-constrained Didn’t need tech because one primetime spot on ABC, CBS or NBC could reach “everyone” Measurement took months, limited to capturing changes in brand awareness Creative required expensive agencies, months to prepare, no testing possible
Digitalization Is Revolutionizing TV Advertising PRECISE, RAPID MEASUREMENT CUSTOM AUDIENCES Target based on your customer data Link ad exposure to virtually every outcome in near real-time AI-BASED LOW BARRIERS TO ENTRY Machine learning powers planning Get started with test budgets that are similar to digital AUTOMATED EXECUTION No longer dependent on calls, emails and faxes
Traditional Approaches to Performance on TV Fall Short LIMITED TARGETING CAN BE UNPREDICTABLE Networks decide when the spot will air, Cancellable by networks, impairs optimization including day and time DOESN’T SCALE PRICING Not available in all dayparts or Not always less expensive! programming types
Better Way to Drive Growth on TV– Similar to oCPM on Facebook Optimized based on predicted best-converting ad units Can be purchased much more precisely and airs reliably Runs on AI-driven forecasting Not subject to last minute cancellations Can be more expensive than regular CPM, but worth the premium
The Math Behind Measurement And Optimization MEASURE LIFT IN UPPER FUNNEL DIGITAL ACTIVITY 1 ION @ 02:47 66 attributed visits
The Math Behind Measurement And Optimization PREDICT EXPECTED LIFT AT UNIT LEVEL 2 OPTIMIZE INVENTORY UNITS 3 Unit eCPM eCPV 1 $34 $75 Preferential Weights: 2 $74 $51 100% Reach 0% Performance 3 $26 $50 4 $9 $175 X% Reach (100 - X)% Performance 5 $60 $49 ... ... ... 0% Reach 10,000 $13 $34 100% Performance
How Plans Vary By Objective: Performance vs. Brand Awareness (100%) Efficient Media Plans Hybrid (50/50) Blue Units : available for purchase CPV CPM Orange Units : selected for media plan CPM CPV CPV Performance (100%) CPM CPM CPV
A CPM vs. CPV Trade-off Campaign Goal Impressions CPM Reach Est. Performance (CPV) Brand awareness 23,093,049 $19.49 5,755,311 $186.54 Hybrid 17,348,534 $25.94 4,933,770 $49.27 Performance 15,240,956 $29.53 4,482,509 $44.58 ($37.02 Exploit only)
Doing TV Like It’s Digital—A Checklist With the right tools, growth marketers can make TV work with the speed and precision of digital DIGITAL APPROACH TO TV CHECKLIST Works like oCPM on Facebook Automated buying, with network integrations AI-based conversion, planning Measure relationship between ad exposure and forecasting tools and digital outcome in real-time Ability to create custom audiences Has an exploitation and exploration strategy for long-term growth based on my best customers
Thank You Matt Collins: mcollins@simulmedia.com Nico Ricci: nricci@simulmedia.com
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