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jamie-stenziano
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2
Advertiser Insights
Strategic Consulting
Audience Insights
About Clarion
3
Advertiser Insights
Positioning Advanced TV to Media Agencies
Today’s Conversation
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• In-depth interviews• Senior agency
executives• Holding company &
agency level• Q2 2017
Input: Original Research
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• Perceived Headwinds• Strategies for Positioning
Advanced TV Platforms
Insights Themes
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Perceived Headwinds
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1. Existing internal data sets/sources
2. Existing segmentation methods
Existing Agency Data
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1. Agency Data
• Most data perceived as redundant
• However: category-specific data highly compelling
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2. Agency Methods“We’ve worked extremely
hard to create custom audience segments tailored
to our clients…”“…how would these solutions plug in?”
“We already have our internal segments – I’m not
sure how these data platforms are different.”“These things seem like glorified segmentation
tools.”
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1. Data Sharing2. Data matching3. Data ownership
Client Data Challenges
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1. Data Sharing Challenges
“I have a hard enough time getting the client to share their data with us, let alone a partner.”
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2. Data Matching Challenges
“Some clients aren’t as sophisticated from a data perspective - makes it tough to plug into external sources.”
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3. Data Ownership Challenges
“The clients want to be able to plug all of this targeting data into their DMPs – can we do that?”
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• Need for beneath-the-surface understanding
• Contributes to uneasiness
Depth of Knowledge
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More Questions Than Answers
“How does this scale?”
“How close to our segments can you get?”
“Where does the data
come from?”
“What does proprietary
really mean?”
“How can I tell sales
went up?”
“How are you aggregating the data?”
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1. Self-serving2. Unproven3. Closed-source
Transparency Concerns
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1. Self-Serving
“It’s about the premium. They’re trying to prove these segments are more valuable so they can raise prices.”
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2. Unproven
“It’s still the Wild
Wild West out there!”
“I need case studies
from other auto
clients.”
“Take it from
conceptual to
practical.”
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3. Closed-Sourced (1 of 2)
The Digital Precedent: Open Markets…
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…vs. Advanced TV Reality: Walled Forests
*Open AP = A Start
3. Closed-Sourced (2 of 2)
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Lack of Uniqueness
1. Value props blend together
2. Hard to retain unique aspects of platforms
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Major Keys to Differentiation
“The sales people are selling
really complex things – they’re
usually not 100% up on it
themselves.”
“Simplify the menu – you can’t be the best at all
of this.”
“Show me case studies similar to
MY clients.”
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• The risk of being an early adopter
Who wants to go first?
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Positioning Advanced TV Platforms
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As plans become more holistic, come to the table early as a
strategic partner, not a tactical resource
Enter Conversations Earlier
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• Overcome transparency concerns
• Create open environments
Lay Cards on the Table
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Get Beneath the Surface
• Educate• Go deep• Alleviate uneasiness
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Go Beyond Conceptual• Case
studies• Outcomes• ROI
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Empower Agencies
• Identify evangelists• Arm them to educate clients