4A’s Initiative Addressable Platforms

Addressable Television

Identify and target homes based on viewing patterns, customer lists, advanced demography and purchase behavior.

Current Addressable Universe41mm HouseholdsDirectTV 12mm

Dish 8mm

CableVision 3mm

ComCast 18mm

4A’s Addressable Goals

Facilitate the Growth of Addressable TV & Online:

Best Practices in Digital that impact National Addressable TV (Summer)

Year 1 recommendation for Addressable TV Best Practice (4Q)

Connecting the Addressable TV and online for greatest value extraction for advertisers (1Q)

GET PERSONAL THROUGH ADDRESSABLE TARGETING

Audience Buying

Addressability for the near future

• The Acceleration factors…….

• # of HH’s: 20MM to 60MM, what next?

• Cable/Satellite/Telephone Systems: Achieving scale

• Delivery systems: Invidi, VisibleWorld, BlackArrow, etc

• Type: Linear, VOD, Online: what’s most effective: alone/together

• Targeting basis: Demo, Psycho, Behavior

• Measurement: Rentrak, Shopcom, etc.

• The economics: who benefits and how?

• Who does the work/where data is available?

• Custom or Programmatic? Premium vs Long Tail?

• What is the right CPM? What is the right media mix/balance?