DATA . TECHNOLOGY. TELEVISION.

Data Drives today’s television market

Addressable Video solutions to Reach Qualified Audiences

HOUSEHOLD ADDRESSABLE

Opportunity to go beyond demography to target messages only to households in a brand’strue target

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

57MM HOUSEHOLDS

ZONE-LEVEL ADDRESSABLE

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

Beyond the 210 DMAs, there are 3,788 zones that we have the ability to target individually  

3,788 ZONES

DEVICE-LEVEL ADDRESSABLE

Extend reach of Addressable television via device (mobile/ tablet) level Addressable

300MM devices, mapped to 100MM HHs

Ability to get true cross channel attribution

100 MM HHs

3

Robust Data Resources Enhance Targeting Precision

Experian AutoPolkDMV

Registration Data

AUTO SHOPPER PROPENSITY

SET TOP BOX PHARMA FIRST

PARTY

ShopcomNielsen Catalina

84.51o

Experian or Acxiom

(Demographics, Psychographics,

Behavioral)

Set Top Box Viewer Data

MedicX, IMS, or Crossix

Rx Diagnosis Data

Propensity Models

1st Party Client Data

Experian or Acxiom

via double blind match

HHs in-market for:Luxury SUVs

Electric/Hybrid cars

HHs purchasing:Dog Food, Cat

Litter, Craft Beer, Soup,

Decongestant Meds

Small Business Owners

Tech EnthusiastsOrder Flowers

Online

Light/Lapsed/Heavy Viewers of:Specified

Programs or Networks

Allergy SufferersBirth Control

UsersChronic Migraine

Sufferers

Card MembersCurrent/

Prospective Members

DRIVE AUTO SALES

CROSS DEVICE ADDRESSABLE WITH IN

LONG FORM VIDEO

[ EXPERIAN AUTO ]In Market for a Luxury Sedan or Wagon

Audi A6/A7, Lexus Gs, BMW 5-Series, Mercedes E-Class, Mercedes CLS, Lexus ES, Infiniti Q70, Acura RLX, or Volvo S90

DATASETS

LEVERAGE DATA TO TARGET ONLY IN-MARKET

CONSUMERS

Addressable TV [Subscriber files]

Mobile [Device ID]

Connected[Device ID, IP

Address]

9.4 MMQualified

HHs/Device

Unified data approach matched against subscriber files, device IDs or IP Addresses to identify qualified households

IN-MARKET LUXARY SEDAN OR WAGON AUDIENCE BY

CHANNEL [ ADDRESSABLE TV ] [ DEVICE ] [ CONNECTED/OTT ]

5.3MM 2.9MM

1.9MM

670 INCREMENTAL CARS SOLD

31% INCREASE IN BUY RATE

11:1 RETURN ON AD SPEND

4,469 TOTAL CARS SOLD, TO EXPOSED HOUSEHOLDS

ROAS BY CHANNEL

ADDRESSABLE TV [ 11:1 ]

CONNECTED TV [ 12:1 ]

DEVICE [ 8 :1 ]*ROAS based on MSRP

$25MM ROAS**Based on MSRP

[ONLINE FLOWER RETAILER]Case Study

DATASETS

LEVERAGE DATA TO

ONLY TARGET FLOWER

PURCHASERS

[ Addressable TV ]

Subscriber Files

[ Mobile ] Device ID

[ High Indexing Linear ]

Viewership Data

16 MM

Qualified HHs/Devi

ce

Unified data approach matched against subscriber files, device IDs or viewership data to identify

qualified households

[ Credit Card Data ]

Online flower purchasers OR households in

market to purchase

flowers for Mother’s Day

[ ONLINE FLOWER VENDOR] Audience By Channel

[ ADDRESSABLE TV ONLY ]

[ CROSS SCREEN ADDRESSABLE ]

[ DEVICE ONLY ]

8.1MM

[ HIGH INDEXING LINEAR ]

527 K 182 K 7.8 MM

$15.6 Million [ Incremental Sales ]

161% [ Increase in Sales Rate ]

141% [ Lift in Penetration ]

$25.4 Million [ Campaign Sales ]ROAS BY CHANNEL

TV ONLY [ $7.39 : $1.00 ]

CROSS SCREEN [ $7.36 : $1.00 ]

DEVICE ONLY [ $6.25 : $1.00 ]

$8.64 : $1.00 [ Total ROAS ]

Q&AThank you!