Key to Programmatic Growth - Special Edition: COMSCORE PREDICTIVE AUDIENCES - DPAA
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
COMSCORE PREDICTIVE AUDIENCES Special Edition: Key to Programmatic Growth
Presenter
Rachel Gantz
GENERAL MANAGER,
A C T I VAT I O N A N D
ADVERTISING SOLUTIONS
2
DOOH begins to take a prominent role
As a result of spending By 2026, the DOOH market 67% of media buyers say
more time on outdoor is expected to grow 10.35% flexible buying options are a
pursuits, consumers are & reach a market size major reason for considering
noticing OOH ads 45% more of $33.37b programmatic DOOH
than pre-pandemic levels
3 OAAA, July 2021; VistarMedia, August 2021
Agenda
C R O S S - P L AT F O R M SOLUTIONS FOR A D O O H A P P L I C AT I O N Q&A
COOKIELESS WORLD
TA R G E T I N G R E F R E S H E R
4
Cross-platform Programmatic Targeting
Comscore’s massive datasets provide the requisite
scale needed to power programmatic buys
177M 234M 41M 2nd
desktop mobile
over-the-top
largest web
crawler**
75M 115M 43,000
screens phones & tablets TV VOD movie theatre
devices
screens screens screens
in North America
1M 12M 155,000
digital panelists
1.7tn Connected
TVs
movie theatre
screens
Unique globally
actions**
monthly
All numbers are U.S. only, except where noted.. 6
**global coverageActivation audiences now and for the future
Build audience targets based on: Activate targets on:
DEMOGRAPHICS AUDIENCE TARGET
• Age DESKTOP
• Gender
TV VIEWING
• Networks MOBILE
• Live Events
• Ad Exposure
PERSONAS
• Sports Fans
• Political Views CONNECTED TV
Female, 18 – 24
• Cord Cutters Watches Monday Night Football
Saw a “Ford 150” advertisement
OTT CONSUMPTION Netflix Viewer
• Select Providers
• Consumption Intensity WALLED GARDEN
• Gaming Intensity
7Next Gen Contextual Targeting for a cookieless world
Build contextual targets based on: Activate targets on:
BRAND SAFETY CONTEXTUAL TARGET DISPLAY
• Brand Safety Filters Based on content of
the page
• Brand Suitability filters
CONTEXTUAL RELEVANCE VIDEO
• IAB Categories & Sub- Based on audio AND
Categories visual content of the
video
• Custom Keywords and
Phrases
CONNECTED TV
PREDICTIVE AUDIENCES Based on audio AND
• TV viewers visual content of the
• OTT behaviors video
Male, 21+
• Personas Loves cooking content
Safe from High Risk COVID-19
Content PODCASTS
COOKIE-FREE DEMOS
Based on audio content
• Age/Gender of the podcast
• Legal Drinking Age
(LDA)
8Reach valuable, sought-after audience personas
SPORTS
FANS SEASONAL POLITICAL OTT SELECT LIFE
STAGES
• Football (American) • Cord Cutters • Young Moms
• Baseball • Awards Show Fans • Conservatives • Fortnite Player • Online Grocery Shoppers • New Home
• Basketball • Back To School • Liberals • Premium Rentals • Mortgage Re-financers • New Baby
• Stock Car Racing Fans Shoppers • Moderates • Premium Paid • Early Adopters • New Car
• Women’s Soccer Fans • Holiday Online Shopper Subscription •Home Tech • College
• Combat Sports Fans •All • Ad Supported Free •Gamers • Retirement
• Cycling Fans •Moms • Ad Supported Paid • Multi-cultural
• Extreme Sports Fan •Dads • Streaming DVR Paid •Spanish Language TV
• Golf Fans •Households with Kids • Premium Sports Paid Watchers
• Pro Volleyball • Holiday TV – • Freemium Sports Ad •Hispanic
•Cartoons and Kids Supported •Black/African American
• Olympics Enthusiast
Specials • Internet Radio Listeners
• eSports Fans •Asian American
•Classics
• Fantasy Sports • Pet Owners
•Music Specials
• Online Gambling
• Fall Premiere Watcher
• Broadcast Networks
• Premium Networks
9Programmatic Audience Targeting in a Cookieless World
The quest for the perfect solution continues..
SUBSTITUTE
IP ADDRESS CONTEXT
IDENTIFIERS
Potentially lack scale Short-lived, not privacy-centric Next gen solutions required
11Revolutionizing cookie-free audience targeting
CTV
DIGITAL
700+ PREDICTIVE
AUDIENCES
Natural language processing,
machine learning and AI connect
high-value 1st party audiences
to privacy-friendly MOBILE
contextual signals
12Predictive Audience: How it Works
Inventory flagged as
What Football Watchers AI Contextual Engine Football Watchers and
Football Watchers
Consume Digitally Analysis ad served
Topical Category Index • Travel::Adventure Travel
Adventure Travel 190 • Food and Drink::Barbecues and
Grilling
All-in-one Gas Grills 212
College Football 280 • Sports::American Football
Emerging Technology 175 • Technology and
Fantasy Sports 275 Computing::Consumer Electronics
Fine Dining Restaurants 113 • Sports::Fantasy Sports
Healthy Eating Habits 130
167 • Automotive::Auto Body Styles::SUV
Luxury Performance SUVS
Men's Fashion Business 139 • Personal Finance::Investing
Museums and Galleries 90
Outdoor Activities/Games 148
Personal Finance Investing 170 DSP
Prime Day Shopping 182
Ice Hockey 165 Target on desktop, mobile and CTV
TV Drama Series 125
13Programmatic DOOH
DOOH approaches dependent on platform needs
Activate audiences Activate content
Improve targeting by integrating Improve page, video, podcast, OOH
demographics and cross-platform and CTV targeting using robust
behaviors with or without cookies brand protection and contextual
relevance filters
15Programmatic DOOH – Audience Targeting
AUDIENCE ACTIVATION
TRUSTED TV VIEWING OTT & GAMING
DEMOGRAPHICS* INSIGHTS CONSUMPTION
• Age • 100+ TV • OTT Providers
Networks
• Gender • OTT& SVOD
• TV Dayparts Consumption
• New
Intensity
• TV Show
Generational
Genres • Gaming
Intensity
• Movie Genres
• Live TV Events
• Custom
Segments
• Personas
• Series
• Ad Exposure
16Contextual Options – Making sure an ad appears in the
right place
Contextual Categories
IAB Category
News
International news
Sports
Brand Safety/Content
Rating
Negative news
Predictive Audiences
Netflix Watcher
Baseball Fan
17How to engage moving forward
Select Comscore Reach out Determine best pipes
segment you want to Comscore to deliver campaign
to reach
18You can also read
