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CTV MEDIA © CTV Media, Inc – June 2017 Advertising Campaign and Media Placement On-Line Strategy
CTV MEDIA
© CTV Media, Inc – June 2017
Advertising Campaign and Media Placement On -Line Strategy
Who is CTV?
CTV Strategic Planning
TV Everywhere
Thanks
Testimonials
Analytics That Show TV’s Accountability
PRESENTATIONAGENDA
CTVnets™ - National Programmatic Cable TV Network
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WHO IS CTV?
Founded in 1980, CTV Media is one of the first
Woman Owned independent media agencies in the
Midwest.
CTV Media is a pioneer in data-driven media solutions. Our
foundation was built on local cable and has evolved into guiding
our agency partners across all video platforms and technologies
with no bias. We provide analytics and optimization that result in
precise targeting and improved ROI. CTV simplifies execution
while providing bottom line results.
• CTV Media plans, executes and manages both traditional and
digital campaigns throughout the entire USA.
• We stay on top of the latest media options, planning and
buying tools and analytics platforms.
• CTV Media proves our value in every campaign. We
continually analyze and optimize your media plan to ensure
goals are met.
• Our proprietary database contains coverage data and
planning rates for over 5,000 cable systems.
We’ve Got You Covered
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CTV’S COMPANY HISTORY
1980
Kathy Dixon founds CTV Media,
Inc. The company began as a local
cable rep firm operating out of her
home..
ESTABLISHED
1995
All company processes became
electronically automated. CTV
created proprietary software that
was cutting edge in the media
industry.
ADVANCEMENT
2000
CTV expanded to 40 employees
and redesigned several analytic
databases allowing CTV to perform
as if we were staffed by +100.
ENHANCEMENTS
2008
CTV gained the rights to place
advertising for several Fortune
500 companies giving us added
buying power.
GROWTH SPURT
2017
CTV’s growth continues in double
digits year over year. This is due to
years of continued support by
existing agencies/clients.
CURRENT STATUS
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EXPERIENCE AND RESOURCESCombining the knowledge gained from +37 years in business with the best analytic tools available makes CTV your choice as a partner who can provide intelligence and experience.
Over 37 years of experience in planning and buying
media locally, regionally, nationally and
internationally.
Multiple databases allow us to analyze and plan with
instant access to thousands of media vendors.
Relationships that allow for collective buying power
with focus on your client’s success, not the vendor’s
sales goals.
Limitless capabilities. Being privately held means CTV
can develop our strategies without constraints or bias.
Analytics that provide additional insight outside of our
Industry Standard planning tools.
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CTVNets™
National Programmatic Cable TV Network
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What Makes CTV Different?
Weekly CampaignOptimization
Portfolio Depth and Provider Relationships
1 3
SeamlessExecution
2
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CTV provides weekly campaign reports.
Weekly Optimization
Agency provides KPI performance or CTV
provides post logs each week.
We analyze the performance and apply
key learnings to optimize in flight.
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WEEKLY PERFORMANCE TRACKING& OPTIMIZATION
WEEKLY SPOT DETAIL
Sample Report
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Agency: XYZ Booked IMPS A25-54: 14,105,490
Advertiser: ABC Booked GRPS A25-54: 63.23
Product: Auto
Length: :30
Estimate #(s): 1
A25-54 A25-54
BROADCAST
WEEK
DOLLARS
ORDERED
DOLLARS
CLEARED
WEEKLY
CLEARANCE %
ESTIMATED IMPs
DELIVERED
ESTIMATED GRPs
DELIVERED
1/30/2017 $6,299 $5,316 84% 1,502,568 6.74
2/6/2017 $6,297 $5,632 89% 1,580,976 7.09
2/13/2017 $6,297 $5,334 85% 1,501,373 6.73
2/20/2017 $6,297 $5,297 84% 1,487,472 6.67
3/13/2017 $6,299 $4,229 67% 1,197,583 5.37
3/20/2017 $6,297 $3,538 56% 989,314 4.43
3/27/2017 $6,297 $5,926 94% 1,632,393 7.32
4/3/2017 $6,297
TOTAL $50,380 $35,271 70% 9,891,678 44.34
Date Time DMA Network Program ISCI Spot LengthEstimate
A25-54 IMPs
2/5/2017 16:26:28 Baton Rouge, LA NBC Sports Network Curling QLAB6034000H 30 8
2/5/2017 16:26:28 Springfield, MO NBC Sports Network Curling QLAB6031000H 30 3
2/5/2017 16:26:29 Mobile, AL-Pensacola, FL NBC Sports Network Curling QLAB6034000H 30 8
2/5/2017 16:26:36 Ft. Smith-Fayetteville-Springdale-Rogers, AR NBC Sports Network Curling QLAB6031000H 30 16
2/5/2017 16:32:09 New Orleans, LA ESPNU Clemson vs FSU Basketball QLAB6034000H 30 14
2/5/2017 16:46:50 Macon, GA NBC Sports Network Sports Jeopardy! QLAB6032000H 30 41
2/5/2017 16:47:13 Providence, RI-New Bedford, MA NBC Sports Network Sports Jeopardy! QLAB6032000H 30 107
2/5/2017 16:47:13 Norfolk-Portsmouth-Newport News, VA NBC Sports Network Sports Jeopardy! QLAB6032000H 30 205
2/5/2017 16:48:54 San Diego, CA NBC Sports Network Curling QLAB6034000H 30 111
2/5/2017 16:48:58 San Diego, CA NBC Sports Network Curling QLAB6031000H 30 78
2/5/2017 16:51:36 New Orleans, LA NFL Network Super Bowl Greatest QLAB6031000H 30 23
2/5/2017 16:51:37 New Orleans, LA NFL Network Super Bowl Greatest QLAB6034000H 30 7
Verification Audience IndexingNTI Ratings
Sample Report
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Sample Report
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LAUNCH A NATIONAL UNWIRED CAMPAIGN SEAMLESSLYwithin 72 hours with one point of insertion
1One Contact
One Order
One Creative
One Invoice
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National Presence in all 210 DMAs
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16Adult
Networks
NewsNetworks
Young AdultNetworks
KidsNetworks
WomenNetworks
MenNetworks
A65+Networks
14 14 7 20 18 16
A sample of 175+ networks in our portfolio
SportsNetworks
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+37 REGIONALSPORTS NETWORKS
EntertainmentNetworks
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REPRESENTATIVE NETWORKS
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PREMIER EVENTS
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Hispanic Adult
Networks
Hispanic Entertainment
Networks
BilingualNetworks
Hispanic Sports
Networks
15 12 13 5Hispanic Networks & Programming
MILLIONHispanic households
10Hispanic networks
options available
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BI-LINGUAL
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CTV Strategic Planning
Innovative Ways to Maximize Budgets and Extend Reach and Frequency
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ASSESSMENT
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CTV Media evaluates numerous options and platforms to determine the most cost effective media plan to reach your targetconsumer and geography.
GEOGRAPHYDefining the initial approach. Geo-targeting or national coverage.
1. NATIONWIDE
a) National Network Broadcast and Cable
b) CTVnets – Unwired Cable
c) Syndication – greatest flexibility :10s, :15s, :30s and 1:20s
2. MARKET SPECIFIC
a) Local Broadcast and Cable
b) Depending on the number and size of markets, CTV
compares the cost of all markets to national
network/cable to determine if the tipping point has been
reached that would make national more cost efficient.
Easily and quickly executed using CTV’s proprietary local
cable database.
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RESEARCH & PLANNINGAnyone can buy “cheap” spots but very few have the knowledge to buy “right” spots efficiently.
Simmons & Scarborough market data01
02
04
03
Claritas mapping system
Strata media planning software
Tribune programming software
05 SBMS billing management software
06
07
08
09
Nielsen local market ratings for all 210 markets
Nielsen national market ratings for all nationalmarkets
ShowSeeker
STB / Set Top Box data
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RESEARCH & PLANNING
CTV Media is powered by a platform of resources, including Cablebase , a one-of-a kind proprietary local cable database, helping provide clarity into the complex media planning process
CTV’S PROPRIETARY CABLEBASE
Interconnect/zones/ multi-zone combos
City/county/zip codes
Networks/standard rates updated quarterly
Cable system reports
Historical buy detail
Available networks
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CLARITAS CAPABILITIESMarries product and service usage to geography for intelligent targeting
Database Includes:
• US census and statistics
• Prizm cluster group data
• Simmons / MRI data
Maps and Reports Include:
• Propensity to travel to North Carolina
• Propensity to purchase a product or use a service
• Lifestyles and socioeconomic profiles
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EXAMPLES OF STRATEGIC PLANNING
Tourism Client: Test Budget $225K for 4-6 weeks
This was a difficult task, as the budget was restrictive for the desired length of the schedule.
Solution:
Buy the local avails from the national networks. Using CTV’s proprietary
database, it can be determined how many HHs insert local commercials
on each network. (not all local cable systems insert local ads on all
networks due to equipment limitations)
Investigation Discovery (ID), Sundance and Independent Film Channel
(IFC) are not broadly offered to advertisers locally. Networks indexing
high for travel to NC are The Golf Channel, The Outdoor Channel, The
Sportsman Channel, Great American Country (GAC), NBC Sports
Network, Lifetime Movie Network, Fox Business and CNN Headline
News to name a few.
Sample Weighted(000) Vertical % Horizontal % Index
Total 523 5,620 100.0% 2.3% 100
ESQUIRE NETWORK **12 **254 **4.5% **4.9% **208GOLF CHANNEL *40 *524 *9.3% *4.2% *180SPORTSMAN CHANNEL **20 **282 **5.0% **4.2% **179GAC **13 **229 **4.1% **4.1% **177HLN (HEADLINE NEWS) *32 *407 *7.2% *4.1% *176NBC SPORTS NETWORK 64 813 14.5% 4.1% 174CLOO **10 **186 **3.3% **3.7% **157FOX BUSINESS *43 *453 *8.1% *3.6% *155OWN - OPRAH WINFREY NETWORK 61 623 11.1% 3.5% 149LIFETIME MOVIE NETWORK *58 *815 *14.5% *3.4% *146CNBC 77 831 14.8% 3.3% 141FOX NEWS CHANNEL 151 1,530 27.2% 3.3% 140HGTV (HOME & GARDEN TELEVISION) 141 1,410 25.1% 3.3% 139FOX SPORTS 1 64 792 14.1% 3.2% 135ION 72 818 14.6% 3.2% 135UP UPLIFTING ENTERTAINMENT **18 **207 **3.7% **3.1% **133LOGO **11 **185 **3.3% **3.1% **132MSNBC 76 741 13.2% 3.1% 131A&E 80 971 17.3% 3.0% 129DIY (DO-IT-YOURSELF) *43 *459 *8.2% *3.0% *129MLB NETWORK *33 *410 *7.3% *3.0% *126WGN AMERICA *36 *390 *6.9% *2.9% *126LIFETIME 61 729 13.0% 2.9% 125ESPN2 67 821 14.6% 2.9% 124HALLMARK CHANNEL 106 1,030 18.3% 2.9% 123WE TV *34 *362 *6.4% *2.9% *123AMC (AMERICAN MOVIE CLASSICS) 99 1,141 20.3% 2.9% 122CMT (COUNTRY MUSIC TELEVISION) **28 **367 **6.5% **2.9% **122DISCOVERY LIFE CHANNEL **17 **203 **3.6% **2.9% **122INVESTIGATION DISCOVERY *48 *605 *10.8% *2.9% *122TCM (TURNER CLASSIC MOVIES) 74 586 10.4% 2.9% 122TNT 134 1,311 23.3% 2.9% 122GSN **30 **288 **5.1% **2.8% **121THE WEATHER CHANNEL 121 1,189 21.2% 2.8% 120NHL NETWORK **23 **207 **3.7% **2.8% **119USA NETWORK 103 1,150 20.5% 2.7% 115HISTORY 121 1,339 23.8% 2.6% 113DISNEY CHANNEL *52 *652 *11.6% *2.6% *111NFL NETWORK *41 *399 *7.1% *2.6% *110SPROUT **17 **185 **3.3% **2.5% **108OXYGEN **29 **316 **5.6% **2.5% **107MTV2 **16 **199 **3.5% **2.5% **106THE OUTDOOR CHANNEL **17 **182 **3.2% **2.5% **105
A25+,Travel to North Carolina
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Analytics That Show TV’s Accountability
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• Understand spot performance by day, day-part, network, genre, program or creative
• See how TV drives response via phone, app, mobile, web and SMS
• Optimization within flight lifts ROI
ClarityTV™Same-Day Analytics or Weekly Reporting on the Impact of TV
Accurate:
• Not dependent on ratings
• Baseline calculations automatically adjusts for external influences
• Auto detection of lagged conversions
Regional Attribution:
• Supports national and regional buys, as well as local cable
• Regional attribution down to the DMA level
In-Flight Optimization:
• TV efficiency improvements between 20-80%
• TV campaigns optimized by 25%+
• Reduced cost per response by 25%
• Increased sales and registrations by 30%
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ClarityTV™ allows you to identify which networks, programs, creatives and dayparts are driving potential consumers to your site, enabling media to be optimized within flight to generate the lowest cost per visitor.
ClarityTV™
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Digital Video
By using digital video messaging across multiple devices, combined with a live analytic dashboard, campaigns can be optimizedin flight. Combining this option with traditional TV can bring powerful medias together extending reach and frequency.
✓ Real time reporting
✓ Ability to customize key performance indicators (KPIs),
eliminating wasteful spending and increasing ROI.
✓ The gap between digital and traditional advertising is
narrowing. Reach your target audience anytime, anywhere with
digital video.
✓ With digital video, we’re able to target by consumer behavior as
well as conquest competitor’s consumers.
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WHY AN OMNI-SCREEN APPROACH MATTERS
Consumers move between multiple devices to accomplish their goals, with 90% of people using multiple screens sequentially.
The average American has 4 digital devices and spends 60+ hours a week across devices.
TV + DIGITAL
INCREASES:
AD RECALL BY 20%
BRAND RECALL / LOOK-UP BY 25%
MESSAGE RECALL BY 40%
LIKEABILITY BY 27%
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Video Consumption has Changed
37% television4.5 Hours/Day
23% mobile2.9 Hours/Day
18% online2.2 Hours/Day
11% radio
2% newspapers2% magazines
2% other
Adults 18-34 71%
Adults 25-54 48%
Adults 35+ 36%
Adults 55+ 28%
% Watched TV Online
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TV EVERYWHERE IS EXPLODING
TV EVERYWHERE
Growth in the past year for authenticated ad
views
of users report watching more TV overall when they started using TV Everywhere apps.
Growth in the past year for live ad
views
368% 214% 64%
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TV EVERYWHERE
• 82% of ad view share is attributed to Live Sports
• Live events are becoming synonymous with digital. With each successive event comes more engagement and greater opportunities to reach consumers
• Football fans viewing the January 12th Final on Watch ESPN spent 65% more time viewing than the combined average live viewing on desktop, mobile and connected TV’s
• 200% impressions increase the first weekend of the Men’s Basketball Tournament
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For live viewing, sports is the name of the game with TV Everywhere
CTV EVERYWHEREPremium Video by DMA - Appears on all Devices
CTV Everywhere is CTV’s customized TV Everywhere (TVE) / Over the Top (OTT) package airing across all cable/satellite providers in your desired DMA(s).
▪ TVE/OTT ad views increased 26% in 2016 vs 2015. *
▪ 51”% of cable HHs viewed TVE within the last 30 days. ^
▪ Of HHs using TVE, 24% are “heavy users”, watching daily
or several times per week. ^
Commercials are full screen, non-skippable views with no bot traffic.
* Freewgeek 4Q16 VMR^ Next TV 5/1/17
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WHY VIEWABILITY / AUTHENTICITY ARE NECESSITIESQuality views are just as important as quantity of views
51%
CTV’s digital dashboard provides exact data on viewability and the percent of waste during your campaign.
Of Premium Digital Video is not viewable
56%
Of web traffic is attributed to Non-Human Activity**
Ind
ust
ry C
on
cern
s
You
r Fi
rst
Lin
e o
f D
efen
se
Viewability Fraud Protection
Brand Safety
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DIRECT AUDIENCE MEASUREMENT
The most accurate way to collect audience data is simply to ask. Eliminate guesswork with our advanced, built-in survey tools-use brand lift and audience demographic surveys to refine audience and brand messaging as often as you want.
• Surveys run in-stream, not in-banner
• Unrivaled survey response rate: 10-25%
• All data can be segmented by audience demographic
• Surveys and ads are served with a single tag
• Over 1.8 million audience profiles and growing
• All-inclusive pricing: surveys at no extra charge
One Platform for All Video Advertising
CTV is leading the convergence of TV and digital video advertising.
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SOCIAL PLATFORMS
$.50 - $1. for Facebook likes or post interaction
campaign.
4-8 clicks per dollar spent for website click
campaigns
Determined by campaign focus; pricing varies
depending on target audience.
Geographic: Worldwide, national, regional,
local, zip code or mile radius level
Demographic: Businesses, employment,
interests, spend level, age, kids in household,
gender
Ability to target is endless
$10 min for favorite or retweet interaction
campaign
$10 min for website click campaigns
Determined by campaign focus with bids being
driven by targeting needs and other
advertiser’s bidding on the same audience
Geographic: Country, state, city/town
Demographic: Gender, interests, TV viewing,
keywords, people that follow certain accounts
$3.50 - $7 bid for per click campaign
$3.50 - $7 bid for impression based campaign
Determined daily by campaign focus/budget with
bids being driven by targeting needs and other
advertiser’s bidding on the same audience
Geographic: Country, state, city/town
Demographic: Company name, job title,
company size, job function, job seniority,
education level
TWITTER LINKED IN
CPM: CPM: CPM:
Targeting: Targeting: Targeting:
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LAYERING IN DIGITAL TO A MEDIA BUYOur approach starts and ends with asking the right questions.
Define your customer and
determine the right KPI’s
Find the appropriate audience
at all states of the purchase
cycle
Design the creative and best
offer for each customer
segment
Execute campaign
Real time analysis and results Illustrate performance through
a full customizable reporting
console
Optimize future campaign
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OUR CONTENT EVERYWHERE STRATEGY
02
04
06
Bringing Powerful Medias Together to
Extend Brand Reach and Consumer Sales
Opportunity
01
03
05
Television
TV Everywhere
Online Video Display – Linear TV with a
Digital Drive
OTT / Over the Top
Social
With CTV your ads display across multiple screens with one service, delivering targeted impressions
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WHY CHOOSE US AS A PARTNERWe could tell you about our three decades of experience in media planning and buying. We could talk about our proprietary research in-
depth analytics tools and relationships with hundreds of TV, cable and digital vendors across the country. Or we could mention the savings we earn for
our clients for every media buy. But what you really want to know is why you should choose CTV Media to be your media strategy partner. Here’s just a
few reasons:
CTV brings 37+ years of experience in
connecting your target to your message
OUR EXPERIENCE
Our staff of 40+ employees are highly
motivated to your success.
OUR TEAM
We want to know you and your
business. Then, we can set the right media
strategy to achieve your goals.
OUR CURIOSITY
Our corporate culture is that we become
partners and an extension of your staff.
OUR CULTURE
We stay on top of the latest media
channels, planning and buying tools and
analytics programs.
OUR INNOVATION
Attaining your goals becomes our mission.
OUR MISSION
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TESTIMONIALS
I would like to send my compliments to you and your media staff.I’ve been in the media business as a seller and a manager for 23 years. I’ve only worked with your team at CTV for the last six months.In that time, I’ve had nothing but great experiences. Your team is professional, friendly and very responsive. They’re simply top notch.
I look forward to continuing to work with your team and providing our clients great service.Keep up the great work!
We started with a test campaign using the CTVnet CF, Comcast footprint and a small amount of national cable TV. The test was so successful that we have more than tripled the budgets going forward. Results: the campaign provided a lift in our organic search and paid search for brand terms. Some gains would have come from increased content and paid social posts, but we are estimating that well over half of the 60% lift came from TV.
CTV is a wonderful partner of Strategic America. Their insight, knowledge and experience placing spot buys is unparalleled. They have been able to assist us at the local level and most recently with network buying. Their dedicated team in wonderful in providing research to support and direct buying decisions. Strategic America no longer looks at CTV as a vendor but a trusted and valuable partner.
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THANK YOU!!
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1490 Manning Pkwy, Powell, OH 43065LGA
614.848.5800
Contact us:
facebook.com/ctvmediainc
Twitter.com/ctvmedia
Follow us on:
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