A Guide To Precise TV Targeting - Video Advertising Bureau

…the program content is all the same, but the local commercials can be tailored to each household's ... Important to vet that ..... The Top 10 If It Was Considered A Digital Ad-Tech Platform .... with varying degrees of quality or non-quality ... targeting capabilities that align with behaviors such as online interests (which could be ...
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“Knowledge”.............................................................................. 17-29 Addressable Example..................................................................18 Workflow.......................................................................................19 Data................................................................................................ 20 “First Party Data” ROI Case Study............................................. 21 Data Provider Capabilities..........................................................22 “Third Party Data” ROI Case Study...........................................23 Targeting........................................................................................24 “Category Usage” ROI Case Study...........................................25 “Look-Alike Customers” ROI Case Study............................... 26 Impressions Distribution Example............................................27 “Tune-In” ROI Case Study......................................................... 28

Contents

Post-Buy Analyses...................................................................... 29 “Scale”.........................................................................................30-36 Map................................................................................................. 31 Penetration Comparison............................................................32 “Time Spent” Comparison..........................................................33

Summary............................................................................................ 3

Audience Comparison............................................................... 34

Scale of Television........................................................................ 4-7

“Scale” ROI Case Study...............................................................35

TV Reach..........................................................................................5

Projected Growth....................................................................... 36

TV “Time Spent” vs. Major Ad-Tech Platforms.........................6

“Strategic Alignment”..............................................................37-40

TV vs. Digital Video Ad Spend..................................................... 7

Categories.................................................................................... 38

Addressable TV Overview......................................................... 8-15

Advertiser Types.......................................................................... 39

Definition.........................................................................................9

“Target Overlay” ROI Case Study............................................. 40

Penetration & Providers..............................................................10

“Transparency”.......................................................................... 41-52

Ad Spending.................................................................................. 11

Programming.........................................................................42-44

Benefits.......................................................................................... 12

Digital Ad-Tech Comparison..............................................45-48

Additional Highlights................................................................... 13

Estimated Cost Comparison..............................................49-50

Cross-Platform Opportunities..................................................14

Spending By Media Type............................................................ 51

Cross-Screen ROI Case Study.........................................