Insight Presentation: "TV Advertising's Data Driven Future is Here"

@davemorgannyc

Insight Presentation

“TV Advertising's Data Driven Future is Here”

Dave Morgan

CEO

Simulmedia

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CAN TV ADVERTISING BECOME LIKE DIGITAL BEFORE DIGITAL ADVERTISING BECOMES LIKE TV?

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SPOT LEVEL ACCOUNTABILITY (ON LINEAR TELEVISION)

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SPOT LEVEL MEASUREMENT TV TUNE-IN CONVERSION RATES

Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.

Simulmedia

Spots

Contextual

Spots

TARGET:

A18-49

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A25-54 Viewers

Impressions Exposed Frequency Converted

Contextual Plan 117,206,850 77,331,323 1.51 4,025,176

Simulmedia 15,936,985 6,377,757 2.16 232,692

A25-54 & Watched Special Preview in January Viewers

Impressions Exposed Frequency Converted

Contextual Plan 6,439,467 4,423,079 1.42 953,275

Simulmedia 895,222

360,074

2.49

59,151

DRIVING TUNE-IN WITH ROI ACCOUNTABILITY

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AUDIENCE-BASED, CLOSED LOOP TARGETING (ON LINEAR TELEVISION)

• December 28,2013 Las Vegas, Nevada

• Main Events:

• Chris Weidman vs. Anderson Silva

• Ronda Rousy vs. Meisha Tate

• Campaign Flight Dates:

12/19/2013 – 12/28/2013

• Simulmedia Budget:

$200,000

• Goal:

• Reach UFC target audience

and drive purchases:

M25-49 who watch the NFL

or NBA or College Football

or UFC Programing

UFC 168: AUDIENCE-BASED, CLOSED LOOP TV ADVERTISING

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TV ADVERTISING WORKS 154% CONVERSION RATE LIFT FROM ADVERTISING

Unreached

Viewers

Reached

Viewers

UFC 168

Conversion

Rate for

Unreached

and Reached

Viewers

* Conversions are representative and not the

actual number of event purchasers

.12%

.31%

Viewers

254,646,043

Conversions*

301,550

Viewers

39,913,957

Conversions*

123,407


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… AUDIENCE BUYING WORKS BEST AUDIENCE SCHEDULE YIELDS HIGHER CONVERSION RATE THAN CONTEXTUAL

Simulmedia

Schedule

Contextual

Schedule

UFC 168

Conversion

Rate for

Simulmedia &

Contextual

Schedules

.35%

.29%

Viewers

21,581,811

Conversions*

74,241

Viewers

22,020,104

Conversions*

64,497


* Conversions are representative and not the

actual number of event purchasers

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AUDIENCE SCHEDULE DELIVERS 571% RETURN ON MEDIA SPEND

Return on Media Spend

Margin per purchase: $27.50

Revenue attributable to Simulmedia: $1,142,955

Simulmedia TV campaign budget: $200,000

Return on media spend: 571%

Simulmedia’s Conversion Contribution

Simulmedia Unduplicated Reach: 17,893,943

Unexposed Purchase Rate: 0.12%

Predisposed Purchasers Reached by Simulmedia 21,822

Simulmedia Unduplicated Purchases*: 63,384

Additional Purchases Attributable to Simulmedia: 41,562

*purchases are representative and not the actual number of event purchasers

Every dollar allocated to

Simulmedia generated

$5.71 in revenue.


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WHAT IF STUDIOS DID AUDIENCE BASED BUYING? (ON LINEAR TELEVISION)

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FINDING FREQUENT MOVIE-GOERS

IN HIGH CONCENTRATIONS

6% OF PROGRAMS INDEX ABOVE 150

27% OF PROGRAMS INDEX ABOVE 150

0.5+

<0.5

VIEWERSHIP ON TV PROGRAMS WITH A RATING OF

VIEWERSHIP ON TV PROGRAMS WITH A RATING OF

WATCH 2+

MOVIES/MONTH

WATCH 2+

MOVIES/MONTH

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PARAMOUNT PICTURES: NOAH

Time-frame:

February –

March, 2014

Spend:

$31,953,057.40

Target:

A18-49

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PARAMOUNT PICTURES: NOAH

Time-frame:

February –

March, 2014

Spend:

$31,953,057.40

Target:

Frequent

Movie-Goers

QUESTIONS?

Dave Morgan [email protected]

@davemorgannyc

Insight Presentation: "TV Advertising's Data Driven Future is Here"

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