Poll Results
Karen Agresti EVP, Director of Local Investments Trilia/Hill Holliday
Joy Baer President STRATA
Ken Nippes SVP, Media Director Cramer‐Krasselt
Andrew Capone SVP, Marketing and Business Development NCC Media
Mark Altschuler Vice President, National Advertising Sales Comcast Spotlight
How has data‐driven, audience‐based buying improved the digital buying/planning process?
Joy Baer STRATA
How could data‐driven, audience‐based buying improve the local TV buying and planning process?
Ken Nippes Cramer‐Krasselt
How could the digital model be applied to spot TV?
Andrew Capone NCC Media
Poll Question: How many TV dollars will be spent using a technology platform, rather than a traditional insertion order, by the year 2019? o$1 Billion o$3 Billion o$10 Billion o$25 Billion
“Automation delivers mass scale with an efficiency that benefits both the buyer and seller”
Karen Agresti Trilia/Hill Holliday
How would local and regional spot TV advertisers benefit from audience‐based automation?
Mark Altschuler Comcast Spotlight
Is it important for new automation tools to be able to integrate with the industry's legacy inventory management systems?
Joy Baer STRATA
Poll Results: How many TV dollars will be spent using a technology platform, rather than a traditional insertion order, by the year 2019? o$1 Billion o$3 Billion o$10 Billion o$25 Billion
Poll Question: Agencies currently using programmatic buying say the greatest benefit of the automated process is: oImproved buying efficiency oAbility to reach targeted audiences oAccess to new inventory types oImproved campaign insights
How is data intelligence integrated into automation tools to better target consumers?
Ken Nippes Cramer‐Krasselt
As the media buying process becomes more automated, what happens to the "transactional" side of the business?
Andrew Capone NCC Media
What are the top three features you'd like to see in an audience‐ based buying platform for local TV?
Karen Agresti Trilia/Hill Holliday
How would data‐driven, audience‐based buying impact an advertiser's return on their investment?
Mark Altschuler Comcast Spotlight
Poll Results: Agencies currently using programmatic buying say the greatest benefit of the automated process is: oImproved buying efficiency oAbility to reach targeted audiences oAccess to new inventory types oImproved campaign insights
Poll Question: What percentage of agencies say they will use programmatic, or automated buying, for their political campaigns? o24% o43% o66% o85%
How Audience Plus Works: • 14 unique audience‐targeted NetworkPAKS in all Comcast Spotlight interconnected markets • Each NetworkPAK is targeted to a specific audience using Nielsen MarketBreaks and MRI syndicated research • NetworkPAKS based on impressions goals and CPMs converted from GRPs and CPPs • Impression goals determined by DMA interconnect • Media buyers can send an order to NCC using their current electronic processes or include a supplementary NetworkPAK in a spot schedule.
Features and Benefits •
Offers the scale and effectiveness of linear TV advertising with the depth of targeting that digital offers
•
Easily targets specific audiences across a fragmented media landscape
•
Data‐driven and designed to reach an advertiser’s desired audience
•
Increases ROI: – Eliminates costly media waste – Builds a stronger ad schedule – Extracts more value from a local media plan
•
When combined with a traditional media schedule, the schedules become more efficient and effective
Results: What percentage of agencies say they will use programmatic, or automated buying, for their political campaigns? o24% o43% o66% o85%
www.comcastspotlight.com/takefive
Joy Baer President STRATA
Ken Nippes SVP, Media Director Cramer‐Krasselt
Andrew Capone SVP, Marketing and Business Development NCC Media
Mark Altschuler Vice President, National Advertising Sales Comcast Spotlight
How has data‐driven, audience‐based buying improved the digital buying/planning process?
Joy Baer STRATA
How could data‐driven, audience‐based buying improve the local TV buying and planning process?
Ken Nippes Cramer‐Krasselt
How could the digital model be applied to spot TV?
Andrew Capone NCC Media
Poll Question: How many TV dollars will be spent using a technology platform, rather than a traditional insertion order, by the year 2019? o$1 Billion o$3 Billion o$10 Billion o$25 Billion
“Automation delivers mass scale with an efficiency that benefits both the buyer and seller”
Karen Agresti Trilia/Hill Holliday
How would local and regional spot TV advertisers benefit from audience‐based automation?
Mark Altschuler Comcast Spotlight
Is it important for new automation tools to be able to integrate with the industry's legacy inventory management systems?
Joy Baer STRATA
Poll Results: How many TV dollars will be spent using a technology platform, rather than a traditional insertion order, by the year 2019? o$1 Billion o$3 Billion o$10 Billion o$25 Billion
Poll Question: Agencies currently using programmatic buying say the greatest benefit of the automated process is: oImproved buying efficiency oAbility to reach targeted audiences oAccess to new inventory types oImproved campaign insights
How is data intelligence integrated into automation tools to better target consumers?
Ken Nippes Cramer‐Krasselt
As the media buying process becomes more automated, what happens to the "transactional" side of the business?
Andrew Capone NCC Media
What are the top three features you'd like to see in an audience‐ based buying platform for local TV?
Karen Agresti Trilia/Hill Holliday
How would data‐driven, audience‐based buying impact an advertiser's return on their investment?
Mark Altschuler Comcast Spotlight
Poll Results: Agencies currently using programmatic buying say the greatest benefit of the automated process is: oImproved buying efficiency oAbility to reach targeted audiences oAccess to new inventory types oImproved campaign insights
Poll Question: What percentage of agencies say they will use programmatic, or automated buying, for their political campaigns? o24% o43% o66% o85%
How Audience Plus Works: • 14 unique audience‐targeted NetworkPAKS in all Comcast Spotlight interconnected markets • Each NetworkPAK is targeted to a specific audience using Nielsen MarketBreaks and MRI syndicated research • NetworkPAKS based on impressions goals and CPMs converted from GRPs and CPPs • Impression goals determined by DMA interconnect • Media buyers can send an order to NCC using their current electronic processes or include a supplementary NetworkPAK in a spot schedule.
Features and Benefits •
Offers the scale and effectiveness of linear TV advertising with the depth of targeting that digital offers
•
Easily targets specific audiences across a fragmented media landscape
•
Data‐driven and designed to reach an advertiser’s desired audience
•
Increases ROI: – Eliminates costly media waste – Builds a stronger ad schedule – Extracts more value from a local media plan
•
When combined with a traditional media schedule, the schedules become more efficient and effective
Results: What percentage of agencies say they will use programmatic, or automated buying, for their political campaigns? o24% o43% o66% o85%
www.comcastspotlight.com/takefive
