media planning & buying - ctv media
TRANSCRIPT
Want to Make Your Brand Pop?We’ve Got You Covered
Utilize CTV’s Resource & Research
Capabilitiesto Maximize Usage of
Cable Television
Confidential and Proprietary to CTV 2015
2
CTV Media Local Cable Capabilities
Interconnect +
New Technology
Agenda
3 Confidential and Proprietary to CTV 2015
Privately Owned Company that Began Operation in 1980
CTV Places Buys Throughout the Entire USA
CTV Operates as an Extension of the Agency
Our Proprietary Database Contains Coverage Data & Planning Rates for Over 5,000 Cable Systems
Who We Are
4 Confidential and Proprietary to CTV 2015
CTV’s Goal is to Provide Seamless & Timely Support by Becoming an Indispensable Cable Resource for Your Media Department
Approach
• Research
• Planning
• Buying
• Post Logging
• Traffic
• Billing/Reconciliation
5 Confidential and Proprietary to CTV 2015
Our Database is Able to Produce Detailed Reports Including:
CTV Cable Database
• Interconnects/Zones/Multi-Zone Combos
• City/County Zip Codes
• Networks/Standard Rates Updated Quarterly
• Cable System Reports
• Historical Buy Detail
• Available Networks
6 Confidential and Proprietary to CTV 2015
In House Resources:
Research & Planning
• Simmons Market Data
• Claritas Mapping System
• Strata Media Planning Software
• SBMS Billing Management Software
• Nielsen Local Market Ratings
• Showseeker
7 Confidential and Proprietary to CTV 2015
Database Includes:
Claritas Capabilities
• US Census & Statistics
• Prizm Cluster Group Data
• Simmons/MRI Data
Maps & Reports Includes:
• Store or Dealer Locations
• Propensity to Purchase a Product or Use a Service
• Lifestyles & Socioeconomic Profiles
8 Confidential and Proprietary to CTV 2015
Boston Interconnect
Interconnect vs. Zones
Boston Zones
9 Confidential and Proprietary to CTV 2015
CTV Uses the Strata Management System for Cable Planning & Execution Nielsen Ratings for all 210 DMAs
Pre & Post Buying Features on Local Cable
Cable System & Network Information Electronically Loaded
Applies Local Cable Zones to Schedules
Delivers Invoices Electronically with a Full Range of Supporting Reports
Includes Rankers, Multi-Book Trends, Research to Optimize Buys & Post Buy Analysis
Strata Capabilities
10 Confidential and Proprietary to CTV 2015
Planning ProcessRank Programs
Combine Dayparts & Strip In Weekly Series
Verify Available Programming from Ratings Book
Identify Upcoming Premiers
Trend Ratings
Negotiate Rates
11 Confidential and Proprietary to CTV 2015
Stewardship
Buy Execution:Negotiated Rates
Added Value Cross Channel Promotions
Bonus Spots Auto-Fill
SponsorshipsWeekly Post Logging
Traffic:Distributes Traffic
InstructionsConfirms Receipt of Tapes,
Logos & Taglines
Invoicing:Single Reconciled
InvoicesElectronic Invoicing
Posting:Detailed Posting
Information
12 Confidential and Proprietary to CTV 2015
Interconnect +: On Demand
DirecTV & Dish – purchased by DMA
•Commercials Sent to Subscribers DVRs & Stored Until Queued to Air•DVR Penetration Approximately 50%•Only Airs :30s Commercials•Traffic Requires 72h Turn Around Time•Different Sys Code & Break Times than Interconnect
13 Confidential and Proprietary to CTV 2015
New Technology
14 Confidential and Proprietary to CTV 2015
Comcast RFI Reports
RFI Lead Report
Interactive Metrics Report
Request Date
Batch Date
First Name
Last Name
Address City State Zip
102012 102112102012 102112 Deborah Roberts 15622 116th Ter N Jupiter FL 33478102012 102112 Dori Hammersfahr 13018 Persimmon Blvd Royal Palm Beach FL 33411102012 102112 Laurent Salazar 16393 E Epsom Dr Loxahatchee FL 33470102112 102112 Brittany Valentine 261 E Bay Cedar Cir Jupiter FL 33458102112 102112 Joseph Paci 9361 Aegean Dr Boca Raton FL 33496102112 102112 Michael Machover 1107 Tuscany Way Boynton Beach FL 33435102112 102112 Dana Schecter 7814 Tennyson Ct Boca Raton FL 33433102112 Nacale Simmons 1555 W 8th St Apt P105 Riviera Beach FL 33404
15 Confidential and Proprietary to CTV 2015
Addressable AdvertisingCurrently Available in New York City DMA Cablevision Systems,
DirecTV & Dish
Use Customer & Experian Data to Match Message to Appropriate Households
AT&T Wireless Implements Separate Campaigns for:
• Non AT&T Customers
• Current AT&T Customers Upgrade
• iPhone
• Blackberry
16 Confidential and Proprietary to CTV 2015
Just the Beginning
Time Warner
•Actual HH Imps from Time Warner set top boxes for your campaign performance.•Actual frequency that HHs saw your commercial•HH demographic profile is created from the HHs that saw your commercial•Viewing data network and daypart is coming soon.
Comcast & Time Warner
•On Demand Advertising in Local Markets on mobile, online and tablet
• Accessed through the cable MSO, cable network app, Xbox* or Roku*• * - Time Warner HHs only
17 Confidential and Proprietary to CTV 2015
Thank You
18 Confidential and Proprietary to CTV 2015