4A’s Transformation 2013 - March 12 - Rentrak - Bruce Goerlich

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Executive Summary of Original Research Conducted by Rentrak, comScore, and The Intelligence Group

**Bruce Goerlich, Chief Research Officer, Rentrak
Joan FitzGerald, VP, Television and Cross-Media Solutions, comScore, CEO, Mobilewalla
Allison Arling-Giorgi, Sr. Director of Strategic Innovation, The Intelligence Group – a division of CAA
Moderated by: Marc Siegel, Director of Sales, Bloomberg Radio

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4A’s Transformation 2013 - March 12 - Rentrak - Bruce Goerlich

  1. 1. How to WinWith AdvancedTargeting Bruce Goerlich Chief Research Officer March 13, 2013
  2. 2. National Footprint: 8.7 millionHouseholds/22 million televisions 1 Rentrak HH projects to 13 National HHs 2
  3. 3. Rentrak is the Only Company toIntegrate Viewing Data from allOperator Types CABLE SATELLITE TELCOTV Essentials provides a nationally representative view of consumer’s viewinghabits from 22M televisions for advanced targeting television decisions tied toconsumer behavior and geography 3
  4. 4. Rentrak Advanced TargetingCapabilities Direct match of customer Geography or transactional data to target Household and mearsure ROI Level 3 Level Match Targeting Use advertisers’ Advertiser customer customer data to build segments segments Level 2 Targeting Integrated with Broad range of Simmons, MRI, consumer Epsilon behavioral data Level 1 Targeting 8.7M HH 22M STB 4
  5. 5. Obama For America (OFA)• OFA identified 44 TV markets of interest• 25 million-household voter list• Match period was from August 2011 to October 2012• 8 to 10 core segments• OFA had a name/address file (voter file) and different segments/targets associated with records in that file • The OFA file was matched in a privacy-compliant manner with Rentrak TV households 5
  6. 6. Obama For America (OFA)• For both historical information and on a go-forward basis, Rentrak provided daily station and network quarter hour intelligence, within these 44 markets, to OFA and their agency• OFA utilized this intelligence to plan their media buy, and to measure the effect of their media buy 6
  7. 7. Segments Led to Different Program Selection 7
  8. 8. Obama For America (OFA)• OFA indicated they had ~20% more efficient buy using these targets as compared to traditional targeting• Their buys went 60 networks deep compared to 18 for Romney • Far wider buys were also made across station line-ups 8
  9. 9. Summary• Rentrak’s footprint of millions of households allows advertisers to hone in on Advanced Demographics • Winning elections! • Winning efficiency! 9

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