LINKING ADDRESSABLE TV

TO OUTCOMES

MEDIA

ENTERTAINMENT CASE STUDY

1. Support program premiere by driving quantifiable tune-in from core target HHs

THE OBJECTIVE

THE MEDIA PLAN1. Identified

Addressable TV HHs that watched competitive programs and networks through set-top box data

2. Served call-to-action creative to target HHs immediately prior to program premiere

THE RESULTS: INCREASED VIEWERSHIP AND DECREASED COST PER CONVERSION

Target Exposed Target Control0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00% 32.40%

4.60%

Tune-in Rate

Target Exposed Non-target Exposed0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00% 32.40%

15.36%

Tune-in Rate

Exposure led to a+600% increase in premiere Tune-in

Rate

Targeting drove a +110% lift in tune-in

AUTOMOTIVE CASE STUDY

1. Raise awareness of new model launch by driving visitation to dealerships

2. Increase new model sales

THE OBJECTIVES

THE MEDIA PLAN1. Determined HHs in-

market for the advertised vehicle within the Addressable TV footprint

2. Within in-market HHs, dynamically inserted ads into programming stream

THE RESULTS: INCREMENTAL DEALERSHIP VISITS AND VEHICLE SALES

Target Exposed Target Control0.00%0.01%0.02%0.03%0.04%0.05%0.06%0.07%0.08% 0.07%

0.04%

Visit Rate

Target Exposed Target Control0.000%0.001%0.002%0.003%0.004%0.005%0.006%0.007%0.008%

0.007%

0.004%

Model Buy Rate

+50% increase in dealership Visit Rate

+65% lift in Model Buy Rate

CPG CASE STUDY

1. Drive free trial offer redemption

2. Convert redeeming HHs to in-store purchasers

THE OBJECTIVES

THE MEDIA PLAN1. Through grocery

store sales data, selected category purchasing HHs

2. Delivered a number of promotional creative spots to high-value HHs on approved networks

THE RESULTS: ADVANCED CONSUMER ADOPTION AND ROAS

Target Exposed Control0.00%0.20%0.40%0.60%0.80%1.00%1.20% 1.08%

0.30%

Free Trial Offer Redemption

Target Exposed Target Control $8.90

$9.10

$9.30

$9.50

$9.70 $9.75

$9.19

Average Dollars/HH

+255% increase in Free Trial Offer Redemption

+$1,750,000 in incremental sales

CROSS-CHANNELCASE STUDY

1. Use advanced data to establish a qualified audience

2. Raise awareness through scaled media approach

THE OBJECTIVES

THE MEDIA PLAN1. Identified HHs with

specific condition through third-party sources

2. Served platform-specific creative to targets’ TV and mobile devices

THE RESULTS: ADDRESSABLE TV AND DIGITAL WORK HARDER TOGETHER

TV Exposed Only TV + Mobile Exposed

0.00%5.00%

10.00%15.00%20.00%25.00%

13.00%

21.00%

Brand Awareness

TV Exposed Only TV + Mobile Exposed

0%

5%

10%

15%

20%

13%

18%Ad Recall

+62% increase in TV + Mobile Brand Awareness

+38% lift in TV + Mobile Ad Recall