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Product Playbook

Connected TV (CTV)

QuestionAnswer
What 4 items are needed before an OTT/ESPN launch? Video: - 0:15 OR 0:30 second video - Only .mp4 allowed (No .mov) Display: - Creative (ESPN can also create) Geo Targeting Audience Targeting (Sports League; NFL, NHL, etc.)
What is the minimum budget recommendation for OTT/ESPN? $3,000 Minimum (2 month commitment @ ~$52 CPM)
Where are OTT/ESPN ads placed? ESPN.com ESPN App Fantasy Football App Affiliated Networks (NFL, MLB, SEC, etc.)
How do we target geographically for ESPN OTT/VOD/Display? City/Parish targeting in major markets but in smaller recommend DMA
How do we target geographically for Premium Sports Stack? City/Parish/Zip Code but we recommend county or DMA unless major market
How do we target our audience for OTT/ESPN? -Demographic Targeting -Targeting by Sports League (NFL, NHL, NBA, MLB, etc.) -Limited 3rd Party Data (Business Execs, Business Owners, etc.)
What are the 2 capabilities of OTT(Mobile/Desktop/CTV/Tablet? ESPN OTT -Live Streaming (live games, studio programming) -VOD (highlight reels, 30/30, etc. Premium Sports Stack (Top 15 most popular sports networks, after ESPN like CBS Sports, Fox Sports, NBC Sports, NFL Network, etc.) -VOD -Live Streaming
What are the 2 capabilities of Display? -ESPN.com & ESPN App -Homepage Takeovers ($75k App/$50k Site flat fee for up to 50 markets, one day only, NOT for single point or even multi-store/location businesses. Only works for BIG nationwide brands)
What 3 items are needed before a CTV/Amazon launch? Video -0:15 OR 0:30 second video -Resolution must be 1080pi -Bitrate must be at least 4 mbps -No QR codes allowed -Only .mp4 allowed (No .mov) Geo Targeting Audience Targeting (if applicable)
What is the minimum budget recommendation for CTV/Amazon? $3,000/month ($2,500 if Stellantis) ~$35 CPM
Where are CTV/Amazon ads placed? Amazon Amazon Prime Video Firestick TV Affiliated Networks/Publishers (Pluto, TubiTV, etc.)
How do we target geographically for CTV/Amazon? Radius Zipcode
How do we target our audience for CTV/Amazon? -1st Party; Amazon Garage & Vehicles -1st Party; Customer Lists- min list size = 200,000 entries -3rd Party data; Polk Predictive Audience -Demographic Targeting
What are the 4 capabilities of CTV/Amazon? -Competitor Retargeting -TV Retargeting -Website Visit Matchback -QR Code Insertion
What 3 items are needed before a CTV/Roku launch? 0:15 or 0:30 Video -Videos must be exactly 0:15 or 0:30 -Only .mp4 allowed (No .mov) Geo Targeting Audience Targeting
What is the minimum budget recommendation for CTV/Roku? $3,000/mo ($2,500 if Stellantis) ~$30 CPM
How do we target geographically for CTV/Roku? Radius Zipcode
How do we target our audience for CTV/Roku? Demographic Targeting
What 6 items are needed before a CTV/Hulu launch? -Videos -Geo Targeting -Audience Targeting -Impression Goals (Budget * 1,000 / $52 CPM) -Flight Dates -1 Week Lead Time for Set Up; Ideally 2 Weeks
What is the minimum budget recommendation for CTV/Hulu? $5,000/month ~$52 CPM $45K Minimum total investment
Where are CTV/hulu ads placed? Major broadcast networks
How do we target for CTV/Hulu? 3rd Party “In-Market” Audiences Demographic Targeting Geo-Targeting
What item is needed before a Streaming Audio launch? 10, 15 or 30 second VO spot
What is the minimum budget recommendation for Streaming Audio? $1000 per strategy
Where are streaming audio ads placed? Spotify Pandora Pandora Audio Everywhere -Connected Car and Smart Speakers
How do we target geographically for streaming audio ads? Zipcode Radius
How do we target our audience for streaming audio ads? Age, Gender, Location Interest Genre Contextual
What are the three Pandora ad types for streaming audio? content ads visual ads audio ads
Created by: savannahbankston
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