CRE – Addressable Overview Jamie Power, one2one Media 10-5-17

one2one Media is a Cross MediaWorks company

today’s television marketplace is complex

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the Addressable Video landscape continues to fragment

60mm Addressable HHs today 70mm Addressable HHs in 2017 8 MVPDS and growing +2,800 Cable Zones Subscriber file, device ID, IP and cookie matching 30+ technologies 100+ data partners National network trials (via MVPD inventory) 500mm devices, mapped to 100mm HHs – creating

multiple cross channel extensions

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better data drives results, client targeting examples

experian autopolk

dmv registration data

AUTO SHOPPER PROPENSITY SET TOP BOX PHARMA FIRST PARTY

shopcomnielsen catalina

84.51oMasterCard

experian or acxiom

(demographics, psychographics,

behavioral)

set top box viewer data

medicx, ims, or crossix

rx diagnosis datapropensity models

1st party client dataexperian or acxiom

via double blind match

hhs in-market for:luxury suvs,

electric/hybrid cars

heavy fast food goers

cleaning product switchers

small business owners

hhs with dogs moms with kids 2-12hhs that enjoy cruise

vacations

light/lapsed/heavy viewers of:

specified programs or networks,

competitive or existing

allergy sufferersbirth control userschronic migraine

sufferers

card memberscurrent/prospective

members

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IDENTIFY TARGETDEFINTIONS

PREFORMMATCH

PLAN & EXECUTE

MEASUREIMPACT

campaign activation, o2o process

identify targeting criteria that aligns with brand’s measurement goals

reach only those households that are in the brand’s true target, eliminating waste

match addressable video inventory against selected data set (1st, 2nd

or 3rd party)

Ads are sent only to specified households

o2o leverages proprietary planning tool to plan addressable video campaign across supply-side

targeting and measurement are standardized

campaigns are built to optimal exposure levels to maximize performance impact

using a test vs. control methodology, one2one measures the impact of the addressable campaign against key brand metrics

measurement is standardized across providers and presented as one holistic report

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Addressable TV, recommended when

5%-30% Target IncidenceSIZE

Ability to leverage 1st, 2nd or 3rd party data for targeting TARGETING

Access to direct or third party data to provide closed loop attribution analysis and/or brand effectiveness study

MEASUREMENTS

ECONOMICS

CREATIVE

Efficient CPM against target segment – CPM should be below the eCPM vs. Cable – Never buy at eCPM

Providers can only accept :30 or :60 spots

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action on data to reach qualified audiences

60 MM HOUSEHOLDS

[ household addressable ]

opportunity to go beyond demography to target messages only to households in a brand’s true target

addressable ads are dynamically inserted, whenever/wherever the households is watching tv, if they meet the targeting criteria

500MM DEVICES

[ device–level addressable]

extend the reach of addressable television via device (mobile/tablet) level addressable

500mm devices mapped to 100mm households

ability to get true cross channel attribution

[ connected tv addressable ]

capability to reach target audience on their connected tv through connected tv addressable

extend the reach of addressable campaign to hard to reach, non traditional television

52 MM DEVICES

[ zone-level addressable ]

ability to leverage first/third party data to broaden the target by isolating zip codes and cable zones that over-index for a brand

beyond the 210 DMAs, there are 2,877 zones that we have the ability to target individually

2,877 ZONES

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closed loop analysis that aligns with brand’s goals

brand health study web traffic foot traffic sales lift

measure the impact of addressable video on

key brand health metrics including:

• ad awareness• preference• consideration

leveraging pixel data, isolate the lift in web traffic test vs. control

results can be broken out by day, daypart and top

networks

using mobile location data, measure the

impact of addressable video (test vs. control) on

in store visitations

metrics also include:• visitation to

competitive set• visitation by ad

date exposure

leveraging first or third party data, measure the

lift in sales (test vs. control) that can be

attributed to the addressable video

campaign

incremental sales can be used to calculate a true

ROI9

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2017 spend by category, Addressable Video

Automotive CPG Direct Response Education

Electronics Finance Insurance Pharmaceutical

QSR Retail Travel Tune In

Category Percent of Spend

Automotive 25.8%

Retail 16.6%

CPG 10.2%

Insurance 10.1%

Pharmaceutical 7.7%

Tune In 7.7%

Finance 6.5%

Electronics 6.2%

Travel 6.1%

Direct Response 2.2%

Education 0.5%

QSR 0.4%

*addressable spend based on one2one proprietary data, no syndicated data source is available for addressable marketplace spend

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TARGETINGleverage data partners relationships to tap into

numerous auto segmentsi.e. Polk, Experian

current ownerstarget current consumers of a brand, make, or vehicle model

conquestingtarget consumers who own a competitive or type of vehicle

in-marketidentify consumers who intend to buy or lease in the next 6 months

digital re-targetingre-target consumers based on history of website traffic

MEASUREMENTmarry campaign exposure & backend data to

conclude incremental metricsvia Polk, Experian, PlaceIQ, NinthDecimal

sales impactutilizes DMV sales data to determine lift in sales (test vs. control)

website trafficillustrates lift in site visitation via pixel placement on landing pages

mobile locationdetects foot-traffic to a dealership or service center

AUTOMOTIVE 300+ EXECUTED CAMPAIGNS

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objectivedrive sales of luxury compact suvs

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targetin-market luxury auto intenders – households likely to purchase a compact suv (data source:

Experian)

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attributionsales impact analysis via Experian (30 day post-

campaign attribution window)

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SUCCESS CASE

4,015TOTAL CARS SOLD

5:1 ROAS

+12%LIFT IN BUY RATEWHEN COMPARING TEST TO CONTROL

$16.8MILLIONINCREMENTAL SALES

BASED ON MSRP

AUTOMOTIVE 300+ EXECUTED CAMPAIGNS

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TARGETINGleverage set top box & ACR viewership data

to reach viewers of programs or networksvia MVPDs

MEASUREMENTmarry campaign exposure & backend data

to conclude tune-in conversionvia MVPDs

conversion to programmeasure lift in viewership to the promoted program or network through STB & ACR tech

time spentdetermine ad exposure’s effect on incremental minutes spent with promoted program or network

ROAS analysisconclude return on ad investment based on incremental converted viewers

TUNE-IN 1,000+ EXECUTED CAMPAIGNS

promote a premieretarget viewers of a program to promote tune-in to a season premiere or new episode

viewer prospectingtarget viewers of similar content to steal share from competitive programs or networks

one-time eventdrive-tune in to a one-time event by applying incremental frequency to highly qualified households

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objectivepromote season premiere

of a returning show to increase viewership

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targetviewers of previous seasons & like-minded

competitive programming

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attributionconversion analysis

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SUCCESS CASE

+19% LIFTIN CONVERSION TO SUBSEQUENT EPISODES AFTER MEDIA WAS OFF-AIR

161K ESTIMATEDCONVERTEDHOUSEHOLDS

INCREMENTALCONVERSIONS1,681

TUNE-IN 1,000+ EXECUTED CAMPAIGNS

+67%LIFT IN CONVERSIONTO PREMIERE EPISODE

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TARGETINGleverage HIPAA compliant healthcare

& prescription data to reach relevant zonesi.e. Medicx, Crossix, IMS Health

dxtarget households and surrounding zones based on likelihood to be diagnosed with an ailment

rxtarget households and surroundingzones based prescription usage for treatment

MEASUREMENTmarry campaign exposure with backend data

to close the loop on measured activityvia Medicx, Crossix, IMS Health

rx liftleverage insurance data to conclude lifts in doctor visits and prescription rates

website trafficutilize a website pixel to determine the lift in visitation of exposed and non-exposed households

brand healthdetects foot-traffic to a dealership or service center

PHARMA 300+ EXECUTED CAMPAIGNS

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objectiveto increase sales and drive brand

conversions for a drug

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targetzip codes and zones with the highest index

against homes with the greatest propensity to have ailment “X”

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attributionsales conversion via IMS

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SUCCESS CASE

+2% LIFTIN PATIENTS WITH

PRIOR USE

+11%INCREASEIN NEW PATIENTS

$1.6MILLION

INCREMENTAL SALES OF ADVERTISEDDRUG

RETURN ON AD SPEND2:1

PHARMA 300+ EXECUTED CAMPAIGNS

IT’S A NEW DAY FOR TV

EXPECT MORE

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