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CONTENTS 03.
01.
INTRODUCTION
02.
BEST PRACTICES
CONCLUSION
WHAT DO I GAIN + RESEARCH FINDINGS
METHODOLOGY
05. 04.
01
INTRODUCTION THERE IS A BETTER WAY TO PLAN CROSS-SCREEN. There is a better way to plan cross-screen. The fragmentation of TV watching and proliferation of other screens means advertisers are more mindful than ever about how to efficiently reach their audiences. TubeMogul investigates the ways media is planned, compares strategies and shares the best ways to improve the planning process with software. Superior execution of cross-screen marketing starts with a plan. Media plans let marketers reach as much of their audience as possible while wasting as little media as possible on frequencies that are too high. There are two common mistakes marketers make when creating plans:
PLANNING SCREENS IN SILOS Traditionally, each media channel is planned separately by an expert. But in a world of fragmented consumption, each expert might reach the same subset of the audience, leaving many valuable prospects unreached. Planning across screens allows marketers to maximize efficiency by making sure each element of the plan adds as much reach as possible.
BUDGETING FIRST AND PLANNING SECOND By allocating media spend first by channel and then planning within each channel, marketers miss out on potential efficiencies. For instance, the first best way to reach your target audience might be to buy a prime time TV show, but once that is bought, the best next step might be to buy digital video targeted at people who watch very little TV. A predetermined budget might force a planner to buy where they have remaining budget, not where they get the best incremental reach.
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BEST PRACTICES PLAN SMARTER & MORE OFTEN Though it might seem complex, software-based cross-screen planning is a simple solution that can be used any time. Software can run through thousands of scenarios and find the best incremental reach in moments. This transforms planning from an infrequent and cumbersome process into a flexible tool to which marketers always have access. A lot of planning happens around TV upfronts, but changes and additions to media plans happen constantly throughout the year. Planning can be generally categorized as either proactive or reactive.
PROACTIVE PLANNING encompasses the upfront buys, annual budgeting and other regular strategic efforts. Shift to seasonal planning Consumer habits change rapidly and planning seasonally rather than annually may help increase your effectiveness and find new inventory that helps reach your audience better.
Plan scenarios Brands who plan upfront buys can find planning software useful to generate different cases and situations before they purchase their planned inventory.
REACTIVE PLANNING happens when marketers adapt to new budgets, new audience behaviors, new competitive threats or just new data on what is working and what is not. Change in budget Marketers should make sure that budget increases lead to more reach and, conversely, that budget cuts have a minimal impact on overall reach. Change in strategy As competitor and consumer behaviors change, new audiences and channels need to be prioritized and planned for. Software can make this process fast and effective.
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EXAMPLES OF WHEN TO USE SOFTWARE-BASED PLANNING
As advertisers build prototype plans, they can compare them to what software determines to be the most efficient options.
After the upfronts, marketers can use the software to see where they can increase reach on other screens.
Marketers can take advantage of the successes and failures of shows to optimize their plan using a software-based planner.
FEBRUARY
JUNE
OCTOBER
APRIL
AUGUST
DECEMBER
As advertisers plan for upfronts, cross-screen planning can help map out the alternatives for buying more reach later in the year.
Everytime marketers need to cut or add to your plan, they should run it through the crossscreen planner to maximize the efficiency of the changes.
Cross-screen planning allows marketers to be nimble during the Christmas shopping season. They can plan and optimize their reach and frequency quickly against the audiences that are most productive.
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WHAT DO ADVERTISERS GAIN BY PLANNING CROSS-SCREEN? Wasted spend on media is something that all advertisers deal with, but shouldn’t have to. Wasted spend on media is something that all advertisers deal with, but shouldn’t have to. By using software, it’s simple and straightforward to allocate dollars wisely to reduce waste and reach an audience efficiently. To show the usefulness of software in the planning process, we looked at the flip side: the ways that media might be planned and bought without a software-based tool.
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WE CONSIDERED 2 SCENARIOS: By comparing unduplicated reach resulting from the different methods, we can see the advantage of softwarebased planning.
Cross-Screen Plan
Siloed Plan
Media plan created across screens with software
Media plan where each screen has a pre-determined budget and programming on each screen is determined separately from the other screens
Research Method Assumptions: To keep the analyses comparable across audiences, we planned media in each case based on a $10 million budget for a three-month period and assumed no pre-existing TV, digital or mobile advertising plans. To create a “siloed” budget, we turned to eMarketer research on predicted ad spending in 2016. We focused on TV, digital video, and mobile video ad spend. They estimate the average budget will be is 88% TV, 7% digital video and 5% mobile video.
88%
$8,800,000 SPEND ON PTV
7% 5%
$700, 000 SPEND ON DESKTOP/ LAPTOP
$500, 000 SPEND ON MOBILE
In the software-based scenarios, we used TubeMogul’s Cross-Screen Planner. In the siloed scenarios, we forced the budgets to the above values and asked the Cross-Screen Planner to plan each screen separately. We then aggregated the siloed plans to determine overall reach.
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FINDINGS
The Cross-Screen Plan was able to achieve a substantially higher reach for a very similar budget while the Siloed Plan is clearly less successful across the board. This method is not efficient because it does not carefully consider the duplication across screens nor does it look at viewing habits by the demographics on a granular level.
By Planning Method
100M
38,502,887
59,947,298 27,805,248
15,092,140
39,715,173
36,619,425
17,083,789
20M
6,793,984
40M
18,698,743
60M
44,644,880
80M
43,481,982
87,958,349
TOTAL REACH IN EACH AUDIENCE
0 Men 18-34
Women 25-54
Cross-Screen Plan
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Adults 18-34
First Time Home Buyer
Auto Intenders
Adults 18-49
Siloed Plan
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FINDINGS
We looked at the difference in reach between the Cross-Screen and Siloed Plans for a variety of demographic and behavioral groups. The efficiency advantage of software-based cross-screen planning varied across the audiences we looked at, but it never disappeared. Cross-screen planning improved efficiency the most when planning for men 18-34 and Millennials, in part because having a predetermined spend for each screen that works broadly cannot translate into the unique viewing habits of all demographic groups.
PERCENT CHANGE IN REACH TOTAL -90%
-80%
-70%
Between Cross-Screen Plan and Siloed Plan
-60%
-50%
-40%
-64%
-20%
-10%
0%
MALES 18 - 34
-62%
ADULTS 18 - 34 (MILLENNIALS)
-53%
WOMEN 25 - 54 (MOMS)
-51%
ADULTS 18 -49
-38% -36%
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-30%
FIRST TIME HOME BUYERS AUTO INTENDERS
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FINDINGS
The more specific viewing patterns a group may have, or the smaller the demographic group is, the harder it is to reach that audience efficiently. For instance, Millennials and moms show a less efficient spend per reach compared to auto intenders and adults 18-49. Marketers have the highest spend per person reached when selecting siloed spend and sites. In the case of some audiences, the spend per person reached in the siloed scenario is more than double the spend per incremental viewer when using planning software.
SPEND PER PERSON REACHED
$1.43
$0.50
$0.27
Men 18-34
$0.22
$0.58
Women 25-54 (Moms)
$0.36
$0.17
First Time Home Buyer Cross-Screen Plan
By Planning Method
$0.26
Auto Intenders
$0.25
$0.65
Adults 18-34 (Millennials)
$0.11
$0.23
Adults 18-49
Siloed Plan
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FINDINGS
For some audiences, the spend per person reached in the siloed scenario is more than double the spend per person reached when using planning software.
% CHANGE IN SPEND PER PERSON REACHED 180
Between Cross-Screen Plan and Siloed Plan
185% 165%
160 140
114%
120
104%
100 80
61%
60
56%
40 20 0
Men 18-34
Adults 18-34
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Women 25-54
Adults 18-49
First Time Home Buyer
Auto Intenders
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CONCLUSION Many times throughout the year advertisers rethink their media plan, whether it’s part of the regular planning process or in reaction to a change in the marketplace. Software-based planning gives advertisers a simple way to compare plans before media is purchased and it allows advertisers to nimbly react to budget changes throughout the year. It makes marketers faster, more agile and more efficient. Changing the way media is planned isn’t something that will happen over night. Using software to guide the current process is the best method — and will end up improving efficiency while removing the guesswork for any brand marketer.
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METHODOLOGY DATA
SPEND DATA
Data in this report is derived from TubeMogul’s Cross-Screen Planner. All scenarios are for July 1, 2016 - September 30, 2016.
Spend data used for siloed spend comes from eMarketer: “US TV vs. Digital Ad Spending, by Device, 2014 - 2019” published in September, 2015. Estimates are based on the analysis of various elements.
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