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What Is All The Advertising Fuss With Mobile To Social Device ID Targeting & OTT?
October 8, 2019
We Understand Local Digital Sales & Marketing. . .
• Founded in 2008 • Company objective is transitioning traditional media partners into the fast-
growing digital space. • Provide best ad technology platforms to package audiences for advertisers
• Successful results for advertisers will enable program renewals • Provide partners and their advertisers:
✓ basic to advanced training ✓ proposal development ✓ sophisticated campaign management ✓ transparent reporting
Recrue Media, L.L.C.
Mark Landon KOFM, Oklahoma City, OK Katz Media Group, New York / Los Angeles Los Angeles Times, Los Angeles, California LMG / Mathews Marketing, Targeted FSI Distribution
Steven Bogue WROW Cap Cities/ABC, Albany, NY, WMAL Cap Cities/ABC, Washington D.C. Station Group Manager, Hartstone and Dickstein Mathews Marketing, Targeted FSI Distribution
Jason Fairchild Earthlink, Los Angeles, Director GoTo.com, Los Angeles, VP Yahoo, Los Angeles, Sr. VP OpenX, Los Angeles – CRO, Co-Founder
About Recrue Media. . .We Come From Local Media
Today’s Consumer
Engaged with Social Media 2:04 Hours
(Multiple sources report different data)
*source
Turn to their phone in the middle of a
task
Average Daily Time Connected
to Media10hrs:30mins
(hrs:min) *Nielsen Total Audience Report Q3 2018
91%
Multi-Tasking Distracted Discerning Mobile Impatient
Audience Driven. View Focused.
Digital Landscape
Multi-Platform Cross-Device Online to Offline Data-Driven Consumer Controlled
Audience Driven. View Focused.
© B
orre
ll
Newspapers
Television
Radio
Direct Mail
Yellow Pages
MagazinesOutdoor
Digital Media
42%
62%
16%
53%
© B
orre
ll
Newspapers
Television
Radio
Direct Mail
MagazinesOutdoor
Key Drivers of Digital’s Continuing Growth. . .
Video is significant growth driver, especially through social media Spending thru OTT platforms
Shifting of dollars away from TV
Amazon expected to hit $11.3B
Digital Products Driving Local Advertising
Search CapabilitiesSearch Engine Marketing
Social MarketingSocial AdvertisingFacebook/InstagramSnap ChatLinkedin B2B
Display AdvertisingRetargeting KeywordContextualManaged NetworksLookalike ModelingProgrammatic Scaled Placements
Mobile AdvertisingGeo-Location Device CaptureSocial Device ID IntegrationLocation Geo-Fence ConversionsScaled Audience TargetingManaged NetworksCustom Landing Pages
Video AdvertisingPre RollOutstreamYouTubeOTT
Additional ServicesEmail MarketingIP TargetingNative Advertising & Content
The digital landscape is complicated
Digital Products Driving Local Advertising
Search CapabilitiesSearch Engine Marketing
Social MarketingSocial AdvertisingFacebook/InstagramSnap ChatLinkedin B2B
Display AdvertisingRetargeting KeywordContextualManaged NetworksLookalike ModelingProgrammatic Scaled Placements
Mobile AdvertisingGeo-Location Device CaptureSocial Device ID IntegrationLocation Geo-Fence ConversionsScaled Audience TargetingManaged NetworksCustom Landing Pages
Video AdvertisingPre RollOutstreamYouTubeOTT
Additional ServicesEmail MarketingIP TargetingNative Advertising & Content
The digital landscape is complicated
Audience Creation Through Location Based Targeting
Mobile to Social Applications
Mobile Allows Us Build A Custom Audience By Locations Visited
Target Audiences Where They Spend Time.
Build Custom Audiences Targeting Locations They Visit
Audience Capture Through Smartphone Device ID’s
• Precise Polygon Targeting:
✓ Capture past audience for ID data going back up to 2 years.
✓ Segment audiences into groups based on previous location preferences.
✓ Stores device ID data indefinitely for future use.
✓ Deliver ads to identified devices in and outside of polygon…at will.
✓ Engage user any where, any time for as long as they own phone.
✓ Use device ID’s to create look-alike audiences for scale.
Bottom Line…Capture The Precise Audiences You Want.
Device ID’s Allow Us To Build New Audience Extensions. . .
First we identify the device ID’s captured by location or in a campaign.
Device ID….9552&SYS_023FLO25&REV_00
• Database all device ID’s and export into *CSV file for transport.
Device ID’s Allow Us To Build New Audience Extensions. . .
Match facebook ads to user’s whose devices we’ve captured.
Load ID’s into Facebook to re-engage. . .
Deliver relevant Facebook ads to those individuals at your target locations.
Load ID’s into Facebook to re-engage. . .
Match Instagram ads to user’s whose devices we’ve captured.
Also into Instagram. . .
Load ID’s into Snapchat to reach new audiences. . .
Load ID’s into cross platform providers. . .
Examples of Vertical Audiences Created. . .
Bass Pro Shops………………..……..95 Cabelas………………………………....76 Field and Stream……………..…….29 Gander Mountain…………………..92 Home Depot………………………1,760 Lowes………………………………..1,725 4 + 5 Star Ranges………………..….82 Premium Gun Ranges………..…225 Sportsman Warehouse……….….88 State Police Training Centers…321 Fire Departments……………….4,431 Police Departments……………3,597 US Military Bases………………….196 Tractor Supply……………………1,488 REI………………………………………..145 High Schools……………….……24,500 Colleges & Universities……….1,812 Community Colleges…………..1.018 Marinas and Boat Yards………2,214 Trucking Co. Locations………10,000
Emerging Tech & Services
Over-The-Top Television &
Connected TV
OTT & CTV
TV Is Declining Among Key Demo’s. . .
59% of US broadband households access a CTV video subscription.
Sources: Boston Consulting Group Analysis, Parks and Associates
Hours Per Week Viewing Linear TV vs. Connected TV
More TV Being Consumed
Media Connected Consumers
Data Source: Nielsen Total Audience Report Q1 2018
…seriously losing to streaming media in terms of convenience and reach.
Video ad views on OTT devices grew 63% in 2017, doubling in 2018 and the trend is continuing through 2019.
Today, traditional TV ads provide a fraction of their original reach and appeal. Streaming content is the new television, and with OTT advertising, it may also be the death knell for traditional TV commercials.
Source: FreeWheel Video Monetization Report
Bottom Line…Local television is in decline.
NewspapersDisruption Is A Familiar Local Story
TV Will Experience Similar Impact Due To Digital Disruption
Consumer’s Daily JourneyInvolves all devices
During lunch they catch up on social media or watch
last nights sports highlights on YouTube.
At night wind down from the day by
watching content on their smart TV while
reading articles on their tablet.
Consumer gets ready for their day while watching
their smart TV.
Your Opportunity
Products All Local Media Can Now Sell: • Over The Top (OTT) Television
✓ Provides advertisers with the ability to reach TV viewers that are not using cable or satellite delivered TV
✓ Content provided is premium, long form episodic streaming video
✓ Connected TV is a television set connected to the internet – think a smart TV!
• YouTube TrueView ✓ Hyper target your audience on the largest collection of
video content on the web • In-Stream Video
✓ Reach your unique audience on premium websites on the internet
• Social Video ✓ Get your message heard, in feed, on the most popular
social media platforms across all devices
Sell the products that match the daily journey
• Demographic groups: Age, gender, parental status, and/or household income
• Channel Bundles: Build out packages of networks and channels that fit your unique target audience.
• Example: A sports enthusiast audience bundle would include ESPN, ESPN 2, NBS Sports, Fox Sports, Fubo TV, MLB Live, etc.
• Devices: Target users using computers, tablets, mobile devices, and Connected TVs
• Interests (Behavioral): Access to thousands of third-party providers to build the audience you want to reach (Data Alliance, Blue Kai, Experian, ComScore, Nielsen, etc)
• Location Data: Utilize cross-device technology to leverage and target individuals’ location behaviors
OTT & Connected TV
YouTube
• Demographic Groups: Age, gender, parental status, and/or
household income
• Devices: Target users using computers, smart phones, mobile
devices, and CTV
• Life Events: Reach potential customers during life milestones
▪ For example: moving, graduating from college, or getting married
• Interests (Behavioral): Pick from available audience categories
to reach people interested in certain topics
• Topics: Target your video ads to specific topics on YouTube
▪ For example: Targeting the "Automotive" topic, then your ad will show
on YouTube to people watching videos about cars
• Demographic groups: Age, gender, parental status, and/or household income
• Devices: Target users using computers, smart phones and mobile devices
• Interests (Behavioral): Access to thousands of third-party providers to build the audience you want to reach (Data Alliance, Blue Kai, Experian, ComScore, Nielsen, etc.)
• Premium Networks: Serve on a selective group of websites and apps that make up an audience based on a demographic or behavior
• Location Data: Utilize cross device technology to leverage and target individuals’ location behaviors
In-Stream
• Demographics: Age, Gender, Language, Political, Orientation, Cultural, Marital/Relationship Status, Children, Claritas Data, Job Title, Industry, schools, zip codes, PRIZM Cluster…etc.
• Custom Audiences: Customer lists with names, e-mail, phone numbers, addresses or device IDS
• Lookalike audiences: based of customer lists, retargeting pixel, Facebook page engagement
• Attributes: Interests, Behaviors, Life Events, Births, Birthdates, Anniversary, Engagement, Wedding, Employment, Travel/Destination, Likes & Follows, Digital Activities, Facebook Admin, Investments, Religion
• Location Data: Utilize cross-device technology to leverage and target individuals’ location behaviors
Facebook & Instagram
Benefits for Advertisers
• Allows touch points throughout the audience's daily journey as they move from location to location (home, school, work, etc) and device to device (mobile, connected tv, desktop, tablet)
• Allows for a multi product campaign that can be optimized towards the products that are working best with the audience
• Take advantage of each product's unique offerings (demo, targeting, viewing experience, etc) to make a campaign that resonates with the audience
• Deal with the local sales representatives they trust
Effective reach and frequency that is sure to build brand awareness
Thank You.
Mark Landon [email protected] Los Angeles, CA 310.567.9174
Steven Bogue [email protected] Providence, RI 401.484.2400
Trent Taylor [email protected] Providence, RI 401.484.2400
Jason Fairchild [email protected] Los Angeles, CA 310.259.1942
