From TV to Multiscreen advertising, introducing eGRP

Marcel Udo

Adstream

TV Advertiser Challenges

• Consumer shifting to multiple devices ,TV commercials less effective

• How to reach target group at same or lower costs

• Keep up with Technologies / all Devices• What budget to shift from TV to online• Online Ads not seen• Measure effectiveness• How to compare results to TV

advertising

Shift to multiple devices

It won’t go that fast ?

• 4G will be on the market in UK end of 2013 ( Ed Vaizey , MP)

• 30% of all Youtube requests are via a mobile device ( incl. iPad)

• Time spent online is already over 50% via a mobile device, online Ad spent is still at 1% of total spendings

• 27% of all online traffic is from devices other than desktop/laptop  (Tom Bowman- BBC worldwide)

• The Guardian receives 28% from devices other than desktop/laptop  ( Steve Wing)

Page 5

6 Persons, 22 online devices

How can you…

• Advertise into all these formats?

• Keep up with the requirements

of every new device?

• Measure impressions, clicks, etc?

• Prevent waste?

• Measure/Control ROI?

• Target device agnostic

Ads not seen

Using Data for more effective ONLINE aDVERTISING

Global Top 3 Advertiser

• Shift 20% from TV Advertising to Online

• ROI significant higher• Use TV for reach, Online for 

frequency• Not too much interactivity• Convert from CPM to GRP= 

eGRP

What must a publisher provide

• Transparent Data• Clear audience profiles• Prominent positions• Only charge for Visible Ads, with 

minimal View Through ratio  ( e.g. 20%)

• Serve Video on any Device 

From CPM to eGRP

Calculate method

From CPM to GRP• Example : 

•CPM is 5 Euro/ 10 million impressions• 80% = video start = impact •Website profile matches target group 60%•Website Unique reach in campaign period is 1 million•Unique reach in target group is 600.000 ( 60% of 1million unique reach)•Target group size is 5 million 

•From CPM to GRP:•10.000x5 EUR= 50.000EUR•80% videostart is 8 million impacts•Target group match is 60%, so 4,8 million targeted impacts•Cost per 000 = 50.000/4.800= EUR 10,42•Unique reach 12%, freq. 8 ( 4.8 mio/600.000)•Because you know unique reach and target group size , you can now calculate GRP cost and frequency:

• Cost GRP= 50.000/12% = EUR 4.162  freq 8 

Discussion

• Online GRP more expensive?•An online view is guaranteed, TV not. How to calculate ( give online higher weight??)•Online view can be targeted on audience very specific . If this is the case , how to calculate?

•Does all of the above matter ?

Conclusion/RecommendationsAdvertiser•Measure and set goals•Combining  TV and Online /Mobile video Advertising will raise your ROI•Target  more specific, demand data and transparency from your network/publisher instead of the lowest cpm• Convert CPM to eGRP and accept higher eGRP costs

Publisher•Provide actual audience data•Serve only Visible Ads•Serve Device agnostic•Offer decent targeting•Optimize

Measure, Analyze, Improve!

marcel.udo@adstream.comSkype: mjudonl