Transcript Is this Gotham when you open it?

Cross Platform Attribution Analysis at Scale
TV VIEWING DATA
• 2.3 million in-tab households
• Single-source match at the HH level
• Second x second data
• Nationally representative to TV HH Universe
• Footprint in top 190+ DMAs
2 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
SINGLE-SOURCE AT THE HOUSEHOLD LEVEL
CPG
Auto
STB
Online Exposure
Location-Based
Retail
Rx
3 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
First Party Data
SYNDICATED DATA PARTNERS
Across platforms and verticals
MATCHING
DIGITAL
LOCATION
CPG
AUTO
RX
RETAIL
4 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
PATENTED BLIND THIRD-PARTY MATCH
VERTICAL/PLATFORM
MATCHING ELEMENTS
CPG, Auto, Retail, Rx,
CRM
Name and address from shopper cards, Auto registrations, credit card purchases,
prescriptions, first party data
Geo-Location
Device ID’s – probabilistic match to Live Ramp
Digital – Agency/DMP
Live Ramp converts exposure logs from cookie pools, pixels, tags, etc. to name &
address
Digital - Comscore
Comscore sends exposure logs from tags >> LR converts to IP address >>Experian
converts to home address
5 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
MediaTRAnalytics
SAAS Reporting Tool
6 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
PLANNING CAPABILITIES
True Target Index
Optimizer
• Ratio of custom defined purchaser target rtg to
Total U.S. rtg
• Optimize R&F among networks, programs and
dayparts to deliver the true target audience
• Discover the best media placements to reach
a granular target
• User controls the goals (budget, GRP, and
frequency)
• Build targets based on brand preferences and
purchasing habits
• Create targets based on viewing behavior
7 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
REPORTING CAPABILITIES
REPORT
DESCRIPTION
Audience Retention
Detail how every second of an ad was watched (Entire ad, Switch- away, FF, Jump-in)
Reach and Frequency
Provide R&F for an ad schedule for up to 12 targets
Second by Second
Ratings for each second of an individual program airing, including ads & promos
Sales Uplift (ROI)
Measure incremental sales impact of a TV ad campaign (CPG Only)
Promo Conversion
Detail percentage of HH exposed to promos and tuned into the program
Viewer Segmentation
Create demographic TV target based on H/M/L viewership to a network, program, daypart
or custom, & identify programs also watched by HH w/ a similar demo profile
8 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
TOP INDEXING PROGRAMS
BASED ON HEAVY DUNKIN DONUTS COFFEE BUYERS
153
CW - Kung Fu Panda Holiday Special
145
NBC - The National Dog Show
142
NBC - Elf: Buddy's Musical Christmas
138
NBC - Kelly Clarkson's Cautionary Christmas Music Tale
133
CBS - Frosty Returns
ABC - Dr. Seuss' How the Grinch Stole Christmas
NBC - How Murray Saved Christmas
FOX - Fox's Cause for Paws: An All-Star Dog Spectacular
ABC - Modern Family
Source: Media TRAnalytics®, True Target Index (TTI) Report..
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130
127
125
119
IDENTIFY PROGRAMS WITH HIGH INDICES AMONG
PURCHASERS
High Rating & High Concentration
140
135
TWO BROKE GIRLS
THE AMERICANS
130
ABC WORLD NEWS TNGHT
CBS THIS
AMERICAN IDOL
MORNING
CBS EVENING NEWS-SAT
Index
125
120
THE TONIGHT SHOW
115
110
BIG BANG THEORY
ELEMENTARY
GMA
TODAY (NBC)
CBS EVENING
NEWS/SCOTT P
NBC NIGHTLY/
LESTER HOLT
WORLD NEWSDAVID MUIR
105
NCIS: NEW ORLEANS
100
95
90
0.00
Source: Tivo Research
ABC
1.00
2.00
3.00
4.00
Audience Rating
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5.00
CBS
6.00
NBC
7.00
8.00
Custom Analysis Use Cases
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CUSTOM ANALYSIS USE CASES
Campaign Impact on Purchase/Visitation
Determine conversion lift for HH exposed to promos & bought the
product/visited the store (online/offline)
Incremental Purchase/Visitation
Determine if store visitation/purchase increased after ad exposure
XP Reach and Frequency
Measure cross-platform R&F for ad campaign
Media Attribution
Evaluate which networks/programs drove the most conversion
Audience Profile
Identify programs Scandal viewers watch to inform promo planning
CPG – Sales Lift
Impact of TV ads on sales ($ Uplift, ROAS, $/Visit, R&F, Freq. Dist.)
TV Tune-in
Calculate conversion lift for HH exposed to promos & tuned into program
12 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
Case Study Examples
13 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
TV AND DIGITAL WORK TOGETHER
TV drives lion’s share of impact due to scale
Sales Uplift
(All Exposed HHs)
12.4%
10.6%
1.6%
Digital Only
TV Only
Source: TiVo Research & Analytics custom study.
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Both TV & Digital
DIFFERENT PLATFORMS MAXIMIZE ROI
TV brings new customers. Digital secures sales from existing customers.
Sales Uplift
31%
35%
31%
32%
38%
33%
Overall
TV Only
36%
15%
20%
30%
48%
50%
Digital Only
Both TV & Digital
Source: TiVo Research & Analytics custom study.
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New To Category
New To Brand
Existing Customers
TV STILL LEADING DRIVER
Most HHs were exposed to TV only; still, unit and $ increases were higher in households
exposed to both digital + TV ads
% Exposures by Media
% Uplift by Media
(All Exposed HHs)
Digital Only
Both
1.2%
1.3%
0.8%
-
14.67%
2.7%
Both
14.10%
TV Only
97.5%
96.5%
11.5%
TV Only
10.4%
% All Exposed HHs % Exposed Buyers
% Uplift in Units
Source: TiVo Research & Analytics custom study.
16 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
% Uplift in Dollars
INCREMENTAL VISIT BEHAVIOR
Location Conversion Index (LCITM)
115
120
LCI™ Index
110
100
100
LCITM incremental visits
15.1%
99% Confidence (+/- 1.67%)
90
LCITM Lift in store visits vs. Audience Matched Control due
to advertising
80
70
Total people exposed20%
50%
60
Audience Matched Control
Exposed Audience LCI™
35,652
Exposed Unique Devices
Projected Incremental Visits = 300,000+
17 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
DIGITAL EXPOSURE PROVIDED GREATEST CONVERSION LIFT
Total Households
Live + 3 Day Viewing
Conversion
Lift %
-29%
+44%
-29%
Unexposed Conversion Rate
7.1%
Unexposed
Exposed
Target TV Network - Any
Unexposed
6.9%*
5.1%*
4.8%
Exposed
Digital Any
Unexposed
Exposed
Target TV Network or
Digital
*Denotes statistically significant.
Conversion Lift = Conversion Rate of Exposed HHs/Conversion Rate of Unexposed HHs
Exposed Conversion Rate = # of Exposed HHs who visited /Total Exposed HHs
Unexposed Conversion Rate = # of Unexposed HHs who visited /Total Unexposed HHs
-29%
Exposed Conversion Rate
7.1%
6.9%*
5.0%*
+45%
7.1%
5.1%*
4.8%
Unexposed
Exposed
Digital or Any OOH
Unexposed
Exposed
Target TV Network or
Digital or Any OOH
CUSTOM CREATIVE HAD THE GREATEST IMPACT ON VISITATION
AND PERFORMED BETTER THAN STANDARD UNITS
Visitation Rate/Lift %
Visitation
Lift %
4%
15%
1%
31%
16%
20%
3.00
2.50
2.49
2.00
1.98
2.06
1.50
2.12
1.85
2.03
2.25
2.05
1.91
1.95
2.18
1.82
1.00
0.50
0.00
Unexposed Exposed
Standard
Unexposed Exposed
Unexposed Exposed
Unexposed Exposed
All Custom
Creatives
Billboard/
Bumper
Integration
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Unexposed Exposed
One-Thirds
Unexposed Exposed
Custom Creative
Visitation
Rate %
$94MM LOSS IN COMBINED SALES FOR 11 BRANDS
$35
$30
$30.2
$27.3
Return (MM)
$25.6
2013 Return
$24.4
$25
$26.2
2014 Return
$20
$15.9
$16.9
$15
$11.8
$10
$5
$11.4
$9.7
$8.4
$7.3
$4.0
$8.0
$3.7
$2.6
$1.7
$6.5
$4.5
$4.3
$4.0
$2.1
$.6
$1.2
$1.0
$.3
$.80 $.79
$2.3
$2.1
$-
B
H
F
I
E
A
J
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N
D
K
C
G
L
M
O
LOSS IN SALES EXCEEDS AD SPEND GAINS
$8.6 MM
Average sales loss
is nearly 3X
$3.1 MM
the average decrease in ad
spend
Average difference in
TV AD SPEND
21 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
Average difference in
SALES LOSS
PRODUCT ROAD MAP
Syndicated Ninth Decimal & Cardlytics Data --- MediaTRAnalytics
•
Identify HH that visited specific stores or bought (offline/online)
•
Determine network/programs with high concentrations of viewership from those HH
TV Segments: Digital Targeting
•
Working with digital DMP/DSP partners, provide ability to identify viewers of
networks/programs for targeted digital campaigns
TV Segments: Digital Attribution
•
Working with digital DMP/DSP partners, provide ability to identify viewers exposed
to linear TV ads for targeted digital campaigns
22 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only.
THANK YOU