USING ONLINE DATA TO INFORM TV STRATEGY

OPTIMIZING MEDIA INVESTMENTS WITH TV ANALYTICS

COLLECTIVETV ANALYTICSJUSTIN EVANSCHIEF STRATEGY OFFICER, COLLECTIVE

COLLECTIVE TV ANALYTICS

WEBSITE DATA

TARGET YOUR KEYCONSUMERS ON TV

PLAN YOUR TVBUY SMARTER

UNLOCK THE POWER OF YOUR ONLINE CONSUMERS TO ENHANCE TV PLANNING

?? ?

Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?

BRAVO

ESPN ?RESULTS POWERED BY

CNN AMC

RESULTS POWERED BY

A:

Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?

ZENITH’SSTRATEGYJOHN NITTIPRESIDENT ACTIVATION, ZENITH OPTIMEDIAJOHN NUDINGSVP RESEARCH, ZENITH OPTIMEDIA

ZENITH’S APPROACH TO MEDIA STRATEGY + ACTIVATIONACTIVE COMMUNICATIONS INVESTMENT THAT AMPLIFIES IDEAS AND MULTIPLIES RETURNS

CREATING OPPORTUNITY FROM UP-TO-THE

MINUTE BEHAVIORAL DATA

EFFECTIVENESS THROUGH

CONNECTED CAMPAIGN DESIGN

LIVE, IN-MARKET VIEW OF CONSUMER

RESPONSE

ZENITH’S VIEW OF THE EVOLVING MARKETPLACE

CONTENT DRIVEN MARKETPLACECONTEXT BASED

DATA DRIVEN

MARKETPLACE

AD TECH INFORMED

THE IMPORTANCE OF AUDIENCE DATA

WHAT GOES INTO A DATA MANAGEMENT PLATFORM (DMP)?

1ST PARTY DATA 3RD PARTY DATA

2ND PARTY DATA (PUBLISHER DATA + YOUR DATA)

PLANNING DATA(YOUR DATA + 3RD PARTY

DATA)

(YOUR DATA) (PURCHASED DATA)

We used Rentrak set top box data to understand which TV programs our clients’ online visitors watch most.

THEN…

We introduced pixels onto multiple Zenith client websites

FIRST…

ZENITH IS THE FIRST AGENCY TO IMPLEMENT COLLECTIVE TV ANALYTICS

COLLECTIVE SAMPLE TV ANALYTICS DATA

TNTAMCUSA

Comedy CentralA&E

Nickelodeon/Nick-at-NiteFOX

HGTVCW

ABCFX

Discovery ChannelTBS

BravoMTV

ABC FamilyTLC

Purchasers

LIKELIHOOD THAT AN ONLINE AUDIENCE WILL WATCH A PARTICULAR NETWORK

HIGH LIKELIHOOD

LOW LIKELIHOOD

TV ANALYTICS DATA INFORMS STRATEGY

• HOW DO WE MAXIMIZE CONVERSIONS?

• ARE THERE EFFICIENCIES WE CAN TAKE ADVANTAGE OF?

• OPPORTUNITIES FOR COMPETITIVE CONQUESTING?

Se-ries1

-20,000,000

-10,000,000

0

10,000,000

20,000,000

85

95

105

115

Spending $Converters IndexHomepage Index

OPTIMIZING MEDIA INVESTMENT

OPPORTUNITY TO REINVEST IN LONG

TAIL CABLE NETWORKS FOR

EFFICIENCIES

$

HEAVY INVESTMENT IN BROADCAST/LIGHT CONCENTRATION OF CONSUMERS

ZEAL + REACHES A MORE ENGAGED AUDIENCE

COLLECTIVE TV ANALYTICS

Index of actual visitors’ online

activity to program

viewership

VARIABLE 1

VARIABLE 2

VARIABLE 3

ZENITH ENGAGEMENT ATTENTIVENESS LEVEL

ZEAL + MEASURES TARGET ENGAGEMENT WITH THE NETWORK+

VARIABLE 1

VARIABLE 2

VARIABLE 3

TV ANALYTICS: IN SUMMARY

• TAKES WEBSITE DATA AND MAKES IT ACTIONABLE TO TV

• USES REAL TIME INFORMATION ABOUT CONSUMER BROWSING BEHAVIOR

• PROVIDES AN ADDITIONAL DATA POINT TO PROVIDE A FULL PICTURE OF THE CONSUMER

STAY TUNED FOR FUTURE INSIGHTS…

#TVAnalytics#4AsTransformation