Experts from HBO, Merkle, and B&C share what you need to know to compete in the new world of advertising five years from now.

1. How Addressable Video Content
Delivery Will Change the Game
for M&E Advertisers
August 22, 2017

2. Agenda
• Introductions
• About HBO & Merkle
• Changing media consumption
• Marketers are responding to this change
• What this means for M&E marketers
• How to prepare yourself for the disruption

3. © 2017 Merkle. All Rights Reserved. Confidential
Diana Pessin
VP, Digital Media &
Acquisition
HBO
Today’s Speakers
Andy Fisher
Chief Analytics Officer
Merkle
Matt Naeger
SVP, Client Partner
Merkle

4. © 2017 Merkle. All Rights Reserved. Confidential
Home Box Office, Inc. is the
premium television programming
subsidiary of Time Warner Inc. and
the world's most successful pay TV
service, providing two television
services -- HBO and Cinemax -- to
approximately 127 million
subscribers worldwide.

5. Merkle
Our Work
Data-Driven, Technology-Enabled Performance Marketing
Our Services
Strategy | Analytics | Technology | Data | Creative | Media | Loyalty
Our Value
Acquiring, Retaining & Maximizing The Value Of Your Most Profitable
Customers
Our Differentiation
Our heritage in data, technology and analytics gives us the ability to gain
unique insights that when combined with our strength in performance
media, fuels our ability to develop and execute addressable experiences
that drive customer engagement, loyalty and shareholder value.
Our Passion
Helping the best brands in the world create competitive advantage
through people-based marketing.
Watch the full presentation at merkleinc.com

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By 2018, 191.4 million US Internet users will
access the Internet via connected TV devices
- eMarketer

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OTT advertising projected to represent half of
all TV ad revenue by 2020
- Diffusion Group

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Generational habit shift
Watch the full presentation at merkleinc.com

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Device growth
Watch the full presentation at merkleinc.com

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Six things M&E marketers need to do now
Get to know the customer
Get direct access to the customer
Dive into the data
Pursue the long tail
Optimize campaigns using scoring systems
Better leverage social
1
2
3
4
5
6
Watch the full presentation at merkleinc.com

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How the linear media advertising model will change over the next five years
• Time spent consuming entertainment content is rising, but the platform is shifting
• New platforms have greater ability for one to one message delivery
• Time shifting is limiting the number of available ad impressions

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Addressable TV is scaling
Con’s
Pro’s
Addressable Measurable Clean
Expensive Scale Complicated
Watch the full presentation at merkleinc.com

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Content delivery models are changing
Certain audiences are now much harder and more expensive to reach with any kind of frequency
• But some can be reached on ATV/in OTT
• And they can be reached with digital
Ad free Some ads Model being determined
Watch the full presentation at merkleinc.com

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Consumers of content want more from their ads
Watch the full presentation at merkleinc.com

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Marketers are acquiring distribution and data
Watch the full presentation at merkleinc.com

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M&E marketers adapting to the world of direct marketing
“Conversion” Data
• Can be hard (esp. in film)
• Many need proxies
People Based Marketing Advertising & CRM Merging
Unified View of CustomerBuild, Partner or Buy
• Programmatic in house?
• Ad-tech stack ownership?
• DMP strategy?
Capturing Results
Anonymous: Cookies,
Device ID, Panels
PII: Name & Address,
Email, Phone Number
Agencies
Consultancies
Platforms
Measurement
& Optimization
Normative
Database
Watch the full presentation at merkleinc.com

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The game plan – how to prepare your company for this change
• Start talking about people not GRP’s – Effective Reach
• Make data a center point of your marketing strategy moving forward
• How to get it
• How to manage it
• Where to use it
• Take small steps
• Set the stage that this is an evolving space and that it will change many times over the next five years, just
like Digital has
• Sell being the first in your competitive set to do this and the competitive advantage you will have
Watch the full presentation at merkleinc.com

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Q&A WITH

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Tools for Digital Performance Marketing in the OTT Age
White paper available at www.merkleinc.com/whitepapers
Media & Entertainment Exchange
Thursday, October 19, Google Office, NYC
Visit www.merkleinc.com/events to request an invite
The M1™ Platform: The Future of Audience Targeting &
Addressable Marketing Has Arrived
Thursday, September 21, 1pm ET
Visit www.merkleinc.com/webinars to register
WHITEPAPER, EVENTS &
WEBINARS

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Thank you!