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STRATEGIC SET-UP
• Foundational Insight: 3 year recession vs. 30 year middle class decline
• Candidates: An advocate for the middle class vs. a wealthy investor
• Constituencies: Women, Latinos, Working Class
COMPETITIVE CONSIDERATIONS• Anticipated a very close race and HUGE spending
advantage for GOP• OFA placed a huge premium on targeting
DEFINING TARGETS Probability Scores Applied to Individuals on Residential File
Support: Predicted vs. Actual
WHY INDIVIDUAL-LEVEL TARGETING?
Traditional Media Buying: Media Focused
Our Approach: Consumer Focused
BENEFITS OF INDIVIDUAL-LEVEL TARGETING
Cross Media Integration and Message Discipline
15-20% Efficiency Gains in TV Buying
RESULTSPresidential spending after June 1st
Daypart Obama + Allies Romney + Allies % Romney of Obama $
Early Morning $43,988,270 $54,177,710 123%
Daytime $44,333,790 $38,290,240 86%
Early Fringe $34,613,680 $39,678,820 115%
Early News $23,665,720 $34,883,220 147%
Prime Access $36,050,390 $48,621,520 135%
Prime $78,862,880 $75,850,810 96%
Late News $21,666,160 $40,644,680 188%
Late Fringe $25,085,690 $28,229,980 113%
DIGITAL INTEGRATION
Digital Audience
Buying
Reinforces broadcast
Drives actions
Targeted to individual sites, video, and FB
Typical Broadcast
Buying
TargetedBroadcast
Buying
High impact messaging.
Drives high awarenessand recall
Inefficient impressions
High impact messaging.
Drives high awarenessand recall
Efficient impressions Maximizes spend and targets
specific audience clusters
Broadcast + Digital Integration
Improved recall
Manageable data sets
More bang per dollar spent
Constant refresh for actionable data
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