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| October 13, 2016 |
The power of television
Capital Markets Day – October 13, 2016
DataChristof Wahl
| October 13, 2016 || October 13, 2016 |
In advertising, user data becomes a key success factor
2
From context buying … … to audience buying
Advertisers used to target their audiences based
on context of the ad …
… now, data-driven advertising enables
advertisers to target specific users (one-to-one),
independent from specific context
We leverage data from our broad Digital Entertainment, Commerce and
TV portfolio to fully exploit opportunities arising from targeted advertising
| October 13, 2016 || October 13, 2016 |
Addressable TV transfers digital targeting approach to TV …
31) Only applied to users who pressed the red button
Special
interest
national1)
Mass markets
with relevance
for larger
geographics
Geographic segments, detected via IP address
Shown after
channel switch
For national
campaigns
ALREADY AVAILABLE
Addressable TV core targeting approaches Addressable TV targeting formats (examples)
Household related interest segments based on TV usagee.g. single household with high automotive affinity
IN PREPARATION
Spot
Fullscreen
Overlay
Switch-Ins
ALREADY AVAILABLE
IN PREPARATION
Switch-In (XXL)
| October 13, 2016 || October 13, 2016 |
... and will create additional advertising opportunities in TV
4
Red Button user User tracking Segmentation Targeting
Tracking pixel
Data pool +
user
segmentation
Segment
“Family with
kids, age 6-13”
Jetzt RED BUTTON drücken
Ad overlay (Switch-In or
Spot-Overlay) with
family vacation theme
New offerings
- Incremental reach of TV ad campaigns on digital P7S1 properties
- Incremental reach of digital ad campaigns on Addressable TV layer
- Frequency capping across devices (incl. HbbTV)
Upside
- Additional revenues from existing TV customers
- Access to new advertiser segments thanks to more granular targeting
Benefits
| October 13, 2016 || October 13, 2016 |
Also in e-commerce, data significantly drives value
5
User ID 4711
Female with young kids &
preference for premium products
Pearl necklace
premium
Sport watch Family vacation
IbizaIbiza Café del Mar
Perfume top brand AftershavePearl necklace
premium
Family vacation
IbizaPerfume top brand
From top selling products for everybody … … to segment specific offers
We continue to expand our data pool to
drive personalization and thereby increase conversion rates and visits
| October 13, 2016 || October 13, 2016 |
Data type:
Behavioral data
from HbbTV usage
and in future also
registration data
Impact1):
20-40% conversion
uplift
Data will be a key value driver across our portfolio
61) Market benchmarks – indexed 2) Page Impressions/Video ViewsSource: Internal benchmarks and expert assessments
Upside potential cannot be applied to all revenue streams
as data availability and granularity is not given for all assets/units on same level
Digital ad sales:
eCPM effect
Data type:
Highly valid
sociodemographic
user data from
registrations
Commerce:
Conversion uplift
Data type:
Intent data from
P7S1 e-commerce
touch-points
Addressable TV:
Incremental revenues
Online video:
PI/VV2) uplift
Data type:
Content interest &
usage data
Impact1):
10-20% usage
uplift, e.g. for Video
Views and thus pre-
roll ad impressions
Impact1):
30-50% eCPM
increase possible
for remnant
inventory
Impact:
Incremental
revenues from new
profile based
targeting proposition
(still in test phase)
| October 13, 2016 || October 13, 2016 |
TV websites
Our vision: Leverage data potential to further address customers
7
Addressable TV
Commerce websites
Entertainment websites
INTEREST
INTENTSOCIO
DEM.
ENGAGEMENT
CONSIDER
USE
BE
CO
ME
AW
AR
EX
DEVICE
BU
Y
SELECTED EXAMPLES
APP
| October 13, 2016 || October 13, 2016 |
We have acquired a proprietary AdTech stack ...
8
Data Management Platform
Demand Side Platform Supply Side Platform Ad server
(Minority stake only)
P7S1 stakein Virtual Minds:
51%
Exchange/Marketplace
70%of German Top 20
AGOF sales houses use
Yieldlab
VM with minority stake
in ADEX
We cover the full value chain
| October 13, 2016 || October 13, 2016 |
… to enable independent & publisher friendly data-driven advertising
9
Our AdTech stack gives advertisers access to combination of
inventory and data – and prevents data leakage
Agency
Demand Side Platform Supply Side Platform Ad server
Budget AdTech Media & data
DMP
| October 13, 2016 || October 13, 2016 |
In addition, we offer with smartstream a powerful video targeting product
10
2 brand-strategy
Volume
Pri
ce
Premium
reach
Audience reach
AdTech
Advanced audience
targeting on “brand-safe”
high reach inventory
Top contents & premium
websites on top placements
Fully transparent,
AGOF-measured
| October 13, 2016 || October 13, 2016 |
Selection
Targeted
advertising
Site
personalization
Onsite recom-
mendations
Targeted
media buying
We have built a unified data pool across our key digital assets
111) To be linked with digital data pool2) Only pseudonymous data3) Estimated cross-device unique user reach (desktop web/mobile web)
Core use casesAnonymous tracking Data segmentation Financial potential
Cost per
order
Ad revenue
per user
Sales per
customer
ADDRESSABLE TV1)
Thanks to our broad asset portfolio we can leverage our e-commerce data for advertising
Data pool2) today:
~40 P7S1
websites
~30m user
profiles3)
P7S1 internal data
| October 13, 2016 || October 13, 2016 |
Case example: Targeted advertising with own DMP data works
12
Impact of data pool based targeting
Click-through rate (CTR)
Untargeted(Control group)
Targeted(Based on data pool)
User affinity to destinations (e.g. Spain,
Italy, Croatia) captured at wetter.com via
data pool in data protection compliant way
Performance display campaign for
überflieger.de based on targeting
information from P7S1 data pool
Targeted ads delivered on wetter.com
(high priority)
Test setup & insights
160%
uplift
CASE EXAMPLE
Results from pilot test case – upside potential cannot be applied to all revenue streams
as data availability and granularity are not given for all assets/units on same level
| October 13, 2016 || October 13, 2016 |
Case example: First tests show power of targeted media buying
131) Test conducted with Semasio/Adlicious 2) Post view results (30 days after end of campaign)
Look-alike display ad targeting Test setup & insights
Cost per order
Approach: Analyze conversion profiles and
buy similar profiles programmatically in
marketplace1)
Insight: Targeting decreases cost per
order by more than 20%2)
Next step: Combine look-alike media
buying with retargeting to drive CPO
further down
From different campaigns
>20% Cost
reduction
CASE EXAMPLE
Untargeted(Control group)
Targeted
Results from pilot test case – upside potential cannot be applied to all revenue streams
as data availability and granularity are not given for all assets/units on same level
| October 13, 2016 || October 13, 2016 |
We push registration via 7Pass to enable cross-device targeting
14
1) Already integrated into 7Pass product – used in 7TV as log-in mechanism
Note: Marketing usage of real identity attributes requires opt-in of user or anonymization of all Personally Identifiable Information (PII)
Applications for all devices
QR scan technology1) to link
mobile to smart TV
Cross-device logins via smartphone, tablet, web & smart TV
Key enabler:
7Pass as cross-
device Single-Sign-
On (SSO)-tool
| October 13, 2016 || October 13, 2016 |
Data pool Digital Advertising
User profiling covers now
>30M UU1) at >40 P7S1
majority assets
DMP based ad targeting
works – with own and 3rd
party data
7Pass SSO roll-out will
improve cross-device
targeting &
sociodemographic
profiling
SSO
Data pool is
used for onsite
personalization and
targeted media buying
Digital Commerce
HbbTV targeting generates
incremental TV ad
revenue streams
HbbTV
Usage of own AdTech
maximizes data control
along value chain
AdTech
Summary: We create value for digital and TV with data plus tech
151) Estimated cross-device Unique User (UU) reach (desktop web/mobile web)
| October 13, 2016 || October 13, 2016 |
Key strategic next steps to further develop impact of data
Track and use further
interest & intent data
on our Digital
Entertainment and
Commerce assets
We have a unique value proposition
in data
We can combine Commerce,
Entertainment and Addressable TV
data for our core use cases
Ad Targeting
Content and Commerce
personalization
In addition we consider to further
develop our proprietary tech stack
and build data partnerships with 3rd
parties
Illustrative strategic impact of data Summary
Further create
registrations for
cross-device in
Digital Entertainment
and Commerce;
further push and use
socio-demographic
data
Capture further
Addressable TV data
and link addressable
with digital data
(cross-device
addressable & digital)
16
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