Do TV Ads Still Matter?

DO TV ADS STILL MATTER? 2012 MAMH 2014 WAMMAMMARENAR s68.54 billion 2017 i TAMAMMARIIMMANANI S75+ billion $64.54 billion TV advertising spend By comparison, US advertisers will spend only $47.80 billion on digital advertising in 2014. 5 hrs 4 min per day People spend more time with TV than with any other major medium 88% reach 50% of adults of Americans 18+ whereas Internet say a TV ad prompted them to go online and find out more reaches only 73% 85% of video viewing is live television What's changed? With new cable networks, digital channels and emerging technology, the ad environment is more complicated and fragmented than ever. Confused? Relax. BKV can put TV to work to build your brand and guarantee sales. Current TV Landscape 101 The % of US households with a television has grown tremendously over past decades with only 9% penetration in 1950 compared to 97% today. • Approximately 60% of U.S. homes subscribe. • All households have the ability to receive Cable broadcast networks. Broadcast Networks • National networks (ABC, CBS, NBC, FOX & CW) + smaller, highly targeted digital • Networks can be purchased locally or nationally. broadcast networks. NATIONAL Satellite Syndication DRTV • Approximately 30% of U.S. homes subscribe. • Sale of the right to broadcast programs by multiple stations. • Sold nationally through Direct TV or Dish; locally through cable operators and NCC. • Includes new programs and licensed programs originally run on network TV. LOCAL • Same stations as Broadcast Networks category (ABC, CBS, NBC, etc) but purchased locally in one of the 210 DMAS. Spot TV The Future is Here New technologies have emerged, enabling additional opportunities to advertise with your video assets. Addressable & Data Driven TV VOD: Repurposing TV assets to run online Telescoping VOD: RFI VOD: Ad Insertion Engage consumers by directly linking them from a commercial to long form content; an overlay on the spot promotes an On Demand video, which viewers can link to Overlay functionality on a TV spot that Target TV ads using consumer data and subscriber information; prompts viewers to currently available with DirecTV & Dish Advertisers can utilize TV assets to interact with their target audience online through an in- banner or instream campaign Commercials air though an expansion in late 2014 will include Comcast interact with a brand and receive offers, coupons, product information, free samples after the live+7 original air date in the VOD space; spots can run pre, mid or post roll Approximately 20 billion video ad views per month Available in 21MM satellite homes Available in approximately 85% of cable households While traditional TV viewing has grown year-over-year among the total U.S. population, so has the act of "second screening." 88% of tablet owners and 86% of smartphone owners said they used their device while watching TV at least once during a 30- day period (Source: Nielsen); 45% said it's a daily event An estimated 40% of Twitter traffic during the prime time period are tweets talking about something happening on television (Source: Wired Magazine) BKV Does DRTV Delivering Success Tracking & Reporting BKV monitors TV advertising closely and analyze campaigns by market, station, creative, offer, daypart, spot length and programming. FRONTEND To drive more successful campaigns, we make optimizations shifting spend to top performing variables. Upload response data and source to Use commercial Our ability to process and interpret data quickly sets BKV apart from other advertising agencies, and our proprietary reporting tools ensure accurate and timely reporting. detection technology to monitor all airings for reporting and optimization campaigns Rina Cook 404.233.0332 x177 direct. digital. driven. [email protected] NATIONAL or LOCAL BACKEND