Your SlideShare is downloading. ×
  • Like
Larry grisolano mediapost
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Larry grisolano mediapost

  • 136 views
Published

 

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
136
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
4
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. LARRY GRISOLANO: Personal Introduction
  • 2. STRATEGIC SET-UP • Foundational Insight: 3 year recession vs. 30 year middle class decline • Candidates: An advocate for the middle class vs. a wealthy investor • Constituencies: Women, Latinos, Working Class
  • 3. COMPETITIVE CONSIDERATIONS • Anticipated a very close race and HUGE spending advantage for GOP • OFA placed a huge premium on targeting
  • 4. THE PROBLEM Targets < 5% of U.S. Pop. Who Nielsen Can Target
  • 5. DEFINING TARGETS Probability Scores Applied to Individuals on Residential File
  • 6. DEFINING TARGETS Probability Scores Applied to Individuals on Residential File Support: Predicted vs. Actual
  • 7. WHY INDIVIDUAL-LEVEL TARGETING? Traditional Media Buying: Media Focused Our Approach: Consumer Focused
  • 8. BENEFITS OF INDIVIDUAL-LEVEL TARGETING Cross Media Integration and Message Discipline 15-20% Efficiency Gains in TV Buying
  • 9. OPTIMIZING YOUR BUY Cost Per Target Efficiency Ratio
  • 10. RESULTS Presidential spending after June 1st Daypart Obama + Allies Romney + Allies % Romney of Obama $ Early Morning $43,988,270 $54,177,710 123% Daytime $44,333,790 $38,290,240 86% Early Fringe $34,613,680 $39,678,820 115% Early News $23,665,720 $34,883,220 147% Prime Access $36,050,390 $48,621,520 135% Prime $78,862,880 $75,850,810 96% Late News $21,666,160 $40,644,680 188% Late Fringe $25,085,690 $28,229,980 113%
  • 11. RESULTS Insights from the Optimizer led OFA to invest far more heavily in cable than Romney
  • 12. DIGITAL INTEGRATION Digital Audience Buying Reinforces broadcast Drives actions Targeted to individual sites, video, and FB Typical Broadcast Buying Targeted Broadcast Buying High impact messaging. Drives high awareness and recall Inefficient impressions High impact messaging. Drives high awareness and recall Efficient impressions Maximizes spend and targets specific audience clusters Broadcast + Digital Integration Improved recall Manageable data sets More bang per dollar spent Constant refresh for actionable data