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The Digital Playbook for TV Success: How Online Strategies & Tactics Deliver Incredible Returns for TV Advertisers [PRE-RECORDE

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Matt Collins
SVP, Marketing at Simulmedia
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Matt Collins
SVP, Marketing at Simulmedia
Nico Ricci
Chief Scientist at Simulmedia

B2B marketing leader with experience rapidly scaling startup company revenues (Series B to Series E) and guiding international teams at Fortune 100s. Accomplished in growth marketing and brand building, as well as online and offline marketing strategy and tactics. Best known for leading high-output teams and producing world-class content and thought leadership, including speaking at industry conferences and livestreaming.

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Working at the intersection of data science and decision-making.Passionate about data visualization and decision sciences.Researcher in the field of Systems Engineering.Formally educated in Aerospace Engineering.

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About the talk

The advertising world has undergone vast evolution throughout the digital age and thus the needs of marketers have also changed, leading to an intensified focus on performance and growth. In this presentation, the Chief Data Scientist and SVP of Marketing at Simulmedia, an advanced TV platform, will lay out how digital has become so successful as a performance driver, and how TV, despite its historically slow-to-adapt nature, can capitalize on these same digital methodologies to deliver better performance, growth, scale, and optimization all through automation

00:05 Intro

02:06 TV’s perceptions and reality

03:24 Why the outdated perceptions?

05:15 Digitalization is revolutionizing TV advertising

09:13 Traditional approaches to performance on TV

11:12 Better way to drive growth on TV

12:14 The math behind measurement and optimization

18:50 How plans vary by objective

20:27 A CPM vs. CPV trade-off

23:36 Doing TV like it’s digital – a checklist

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Hi everybody. My name is Matt Collins and I am the Senior Vice President of Marketing here at Simulmedia. And I'm so pleased today to be joined by my colleague Nico Ricci Chief Data Scientist for Simulmedia. And today we're going to talk about doing television like it's digital and it's been such an exciting last couple of months in the world of television advertising as we've seen a once-in-a-generation phenomenon viewership spiking in all likelihood as a result of stay-at-home requirements related to the pandemic and at the same time a significant drop in pricing of television

advertising you combine those two things and an increase in viewership and a drop in pricing and there has never been a more affordable and accessible time for Brands to get on the most powerful advertising vehicle for conversion. And that's television advertising. So, by the time you're done today with our session you're going to come away with the following is a clear understanding that television advertising can work at the speed and precision and

accountability of digital if you are equipped with the right toolset which will get into. I hope you also Come Away with the notion that it's never been more accessible than it is today to be able to get on television, especially when you consider the cost of media and the cost of creative there is and has been of course approaches and solutions available for performance advertisers on television. However, those existing traditional methods for performance on TV have brought some problems that I think experience marketers are acutely aware of but there now is a better approach one. That

is I think familiar in many ways to two other tools that they use on Facebook which will talk about and then finally we are going to talk a bit about the math and that's certainly where we're going to rely heavily on Nico and his expertise to talk about why performance marketers should be cautious about simply buying the cheapest possible CPNs and in fact optimizing for performance can result in a very different outcome. Hope we'll make sure you all know how to get in touch with us afterward if you have questions. So, let's dig into the perception vs. Reality of TV that perceptions of had

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