Presented by Nancy Hall

1. Nancy Hall
October 17, 2019
THE NEW NORMAL:
AUDIENCE FIRST ACROSS EVERY ADDRESSABLE CHANNEL

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TARGETING & OPTIMIZATION
MEASUREMENT
PLANNING

3. ADVERTISERS BUY AUDIENCES FIRST,
THEN MEDIA
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4. FROM TO
THINGS HAVE CHANGED!
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5. THE AUDIENCE FIRST APPROACH REQUIREMENTS
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THE CONSUMER EXPERIENCES EVERYTHING….SIMULTANEOUSLY
• Consistency
• Frequency Management
• Unduplicated Reach
• Storytelling
• Sequenced Messaging
• Accurate Targeting
• Advanced Measurement
• Identity & Enhancement

6. PLANNING
ACROSS SCREENS
ENSURES
CONSISTENT
MESSAGING TO
CONSUMERS
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7. PLANNING WITH AUDIENCES
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TV DIGITAL AUDIO SOCIAL
DIGITAL
OOH
IDENTITY, DATA
& MODELS
1P and 3P DATA
& MATCHING
RANKERS
FORECASTING
CREATIVE
STRATEGY
BIDDING &
DELIVERY STRATEGY
Audiences
Channel Mix
Budget Allocation
START WITH YOUR AUDIENCE

8. PLANNING APPROACH ACROSS ADDRESSABLE CHANNELS
AUDIENCE CHANNEL MIX
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• People
• Models
• Proxies
• Reach/Scale
• Objective
• R/F Goals
• KPI Delivery
• Personalization
• Sequential Story
• Funnel Movement
MESSAGING
Live Mix

9. USE CASE: TV RANKER – PLANNING FOR
INCREMENTAL REACH
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IMPROVE TV BUYING
STRATEGY BY ALLOCATING
BUDGET TO MAXIMIZE
REACH AGAINST STRATEGIC
TARGET WITH A
STREAMING VIDEO
APPROACH
REACH
LINEAR TV
(DEMO)
OPTIMIZED VIDEO
(STRATEGIC TARGET)
BASE LINEAR
OPTIMIZED
LINEAR
OTT
HH ADDRESSABLE
OLV

10. NEW WAY OF PLANNING
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CHALLENGES BENEFITS
• Not the status quo
• Requires different advertiser mindset
• Need integrated team (no fighting for channel budgets)
• Fluidity
• Data informed
• Better UX
• Consistent application to walled gardens
• Maximize efficiency, limit waste
• Evolve with changing landscape (ITP, etc.)

11. ACTIVATING IN
BIDDABLE
ENVIRONMENTS
ENSURES CONTROL
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12. TARGETING, ACTIVATION, OPTIMIZATION
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TARGETING YOUR AUDIENCE
TV DIGITAL AUDIO SOCIAL DOOH
PLATFORM/PARTNER EVALUATION & SELECTION
ACTIVATION DECISIONS
• Build out campaign architecture
• Determine Reach and Frequency benchmarks
• 1P and 3P
• Modeling
• Layering in attitudinal, sentiment, intent, location delivers more
precision
SET UP MEASUREMENT PROXIES
ACTIVATE ACROSS CHANNELS
CROSS CHANNEL FULL FUNNEL & RETARGETING
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CROSS CHANNEL OPTIMIZATION

13. THE PRECISE AND PRESCRIPTIVE APPROACH TO TARGETING & ACTIVATION
CAMPAIGN ARCHITECTURE AUDIENCES ACTIVATE
DSPs
DISPLAY VIDEO
MOBILE
DIGITAL
OUT-OF-HOME
NATIVE
ADVANCED TV
AUDIO
SOCIAL
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OPEN, PMP, PG, SOCIAL, ETC

14. CONNECTING THE UPPER AND LOWER FUNNEL
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GET STARTED TODAY.
Open a Citi Savings Account.

15. • Suppress exposed National TV HHs
• Target underexposed/never exposed
audiences with CTV, Display and Video
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USE CASE: CROSS CHANNEL TARGETING:
DELIVERING INCREMENTAL REACH
CROSS SCREEN RETARGETING
• Retarget audiences based on HHs
exposed to National Linear TV
across Display, Video, Audio and
Social
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TARGETING UNDEREXPOSED2
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16. OPTIMIZATION: ACROSS CHANNELS AND IN CHANNELS
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• HIGH VALUE AUDIENCES
• INTEREST SIGNALS
• TOTAL REACH/FREQUENCY
ACROSS CHANNELS IN CHANNEL
• KEYWORDS
• VIDEO/CONTENT VIEWS
• AD ENGAGEMENTS
• INTENT SIGNALS/TACTICS
• LOOKALIKE CLUSTERS
• CHANNEL REACH/FREQUENCY
• SITES/FORMATS/TECH

17. START WITH KNOWN AUDIENCE/DATA SET
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TARGETING, ACTIVATION, OPTIMIZATION
CHALLENGE:
SOLUTIONS:
• HOW DO YOU OPTIMIZE ACROSS MULTIPLE CHANNELS AND WALLED GARDENS?
• HOW SHOULD YOU MANAGE FREQUENCY?
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SUPPRESSION UTILIZING DATA MANAGEMENT TOOL LIKE DMP OR CDP2
UTILIZE SINGLE TECH PLATFORM (DSP) WHICH HAS MULTIPLE CHANNELS INTEGRATED3
USE LEARNINGS FROM TECH PLATFORM PROGRAMS TO MANUALLY OPTIMIZE/INFORM
OPTIMIZATIONS IN WALLED GARDENS, DISCONNECTED CHANNEL(S) AND NON
BIDDABLE ENVIRONMENT
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MANAGE SWIM LANES BETWEEN PARTNERS TO MINIMIZE DUPLICATION5

18. PROPER
MEASUREMENT
SHOWCASES
PROGRAM SUCCESS
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19. MAP KPIS TO GOALS
MEASUREMENT
OBJECTIVE Awareness Consideration
KEY PERFORMANCE
INDICATORS
Unique/Incremental Reach
Completion Rate
CTR/Site Visits
Change in perception
Site Visits
Pages Viewed
Time on Site
Leads
Conversion
Sales
CPA
iROAS
Footfall
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20. USE CASE: CLOSED LOOP MEASUREMENT
CRM OR 3P OFFLINE & ONLINE
TRANSACTION DATA
• Actual Online and Offline Sales matched at an individual and household level
and matched to exposure data from users who saw ads
• Test and Control methodology used to determine
incrementality and true iROAS
TRUE ROAS AND IROAS FROM
OFFLINE & ONLINE TRANSACTIONS
MEDIA EXPOSURE DATA
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21. CROSS CHANNEL MEASUREMENT
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• Insights on Audiences
• Leading Indicators for early success reads
• Paths to Conversion
• Identify channels as Initiator, Influencer, Converter
• Performance
• Outcomes
• Deliver Learnings back to your data lake
MEDIA
METRICS
FOOTFALL
VIDEO
COMPLETE
VIEWABILITY
SITE SIDE
CONVERSIONS
CLOSED LOOP
CHALLENGES:OPPORTUNITIES:
• Aligning disconnected channels
• Factoring in Walled Gardens
• Measuring Prospects
• Accounting for other media in market
• Geo Performance

22. CASE STUDIES
ON AUDIENCE FIRST
OMNI CHANNEL
EXPERIENCES
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23. CASE STUDY: PLANNING
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4 large audiences built from 3P data totaling
majority of US adult population
MATCH RATES: Low-Medium
REACH RATES: Medium
CHANNELS: Addressable TV, Display, Video,
CTV, Social
PLANNING & TARGETING:
Contextual alignment to national
sponsorships and incremental reach
Large Financial Brand ran an audience first strategy
across multiple channels to deliver Brand Favorability
AUDIENCES:
SUCCESS METRIC: Deliver incremental reach and
Survey messaged users about
change in brand perception

24. CASE STUDY: TARGETING, ACTIVATION, OPTIMIZATION
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3 small sized audiences built from 1P Loyalty
data made up of lapsed, light and medium
frequency customers
MATCH RATES: High
REACH RATES: High
CHANNELS: Addressable TV, Audio, Display,
Video, CTV, DOOH – single DSP
PLANNING: & TARGETING
Tight frequency caps, messaging
across 2+ channels to audience
segments with Cross Channel
Optimization
Large Casual Dining Brand ran an audience first strategy
across multiple channels to deliver restaurant visits
AUDIENCES:
SUCCESS METRIC: Drive total footfall and
incremental visits to restaurants

25. SUMMARY
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AUDIENCE FIRST
STRATEGY IS KEY
EXPAND BEYOND
DESKTOP AND
MOBILE/DISPLAY
AND VIDEO
LEARN FROM PLANNING
PROCESS
BUILD OUT SOUND
ARCHITECTURE FOR
TARGETING AND
ACTIVATION
TARGET BASED ON
PRECISE AND
PRESCRIPTIVE PLANNING
OUTCOMES
OPTIMIZE IN AND OUT
BASED ON STRICT EARLY
READ OUTCOMES
DEVELOP TIGHT
MEASUREMENT PLAN UP
FRONT
CLOSED LOOP PROVIDES
BENCHMARKS AND
SHOWCASES SUCCESS

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THANK YOU
NANCY.HALL@CADREON.COM