Larry grisolano mediapost

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  • 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