Programmatic TV for Ad Buyers
SHAWN ROBERTS
Director, Public Relations
WideOrbit
IAN FERREIRA
Executive Vice President,
Digital & Programmatic
Programmatic TV advantage
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Exclusive
premium content
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Targeted TV
audiences
EASY
Buy targeted
video
84.5
57.0
43.9
42.3
38.7
36.8
31.5
25.2
20.8
17.4
Television
Radio
Internet-E-mail
Internet-Social…
Smartphone
Internet-Search
Video Games
Newspapers
Tablet
Magazines
% Reached yesterday
Source: GFK Multimedia Mentor Scan Spring 2014. M-S 6-12pm. Persons 18-64
TV delivers the largest audiences
Percentage of time spent watching TV shows
by device among U.S. Consumers
Matures
(age 68+)
Baby Boomers
(age 49-67)
Generation X
(age 32-48)
Leading Millenials
(age 26-31)
Trailing Millenials
(age 14-25)
90% 9% 0%
1%
81% 16% 1%
70% 19% 7% 4%
57% 28% 8% 7%
43% 41% 8% 8%
OVERALL
4%
smartphone
5%
tablet
23%
desktop/laptop
68%
tv
Source: Deloitte Digital Democracy Survey, 2015
TV is the most watched
2%
TV is consistently more effective
Source: 2015 Evaluating TV Effectiveness In Advertising, Marketshare, Turner and Horizon Media, April 2015
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
Automotive FinancialServices
CPG Retail Telecom
TV Online Paid Search Print Radio
Relative lift factor
Challenges of digital video
Source: AOL State of the Video Industry, 2015; A commissioned study conducted by Forrester Consulting on behalf of Teads, May 2015
37%
40%
50%
Lack of established standards aroundad viewability
Lack of premium inventory
Lack of verification that the ads weredelivered to the intended audience
Which factors will inhibit adoption or spend in digital video?
52% say there’s insufficient premium
video inventory available at scale 47% cite safety and
quality concerns
Premium video inventory defined
Which 3 do you take into consideration when
determining if video ad inventory is premium?
Content, brand and data matter most
Source: Forrester Report – Solving Digital Video Advertising’s Premium Dilemma, June 2015
RANK 1:
Quality of the
editorial content
(44%) ADVERTISERS
RANK 2:
Quality of the
media brand
(37%)
RANK 3:
Quality of data
for targeting
(36%)
RANK 4:
Viewability
of the ad
(35%)
Buy TV and digital together
Source: Digiday “State of the industry: Programmatic TV is Up Next” sponsored by The Trade Desk, March 2, 2015
Very
important
33%
Important
24%
Somewhat
important
26%
Not very
important
9%
Not at all
important
8%
83% of brands say
it’s important
Major brands believe
in programmatic TV
TV will be bought
programmatically.
End of story.” B. Bonin Bough,
Chief Media and eCommerce Officer,
Mondelez
“
Agencies believe
in programmatic TV
Programmatic television is the
future of advertising.
[B]rands can pair the full-screen
sight, sound and motion
experience of television with the
advanced audience
segmentation that has for years
made online advertising so
attractive.”
John Holmes
Partner, SQ1
“
WideOrbit Programmatic TV momentum
MAY ‘15 AUG ‘15 OCT ‘15 JAN ‘16
Cumulative $’s aired
WO PTV Launch
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Exclusive
premium content
REACH
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audiences
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video
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