VIP Survey overview.

1. 1. The crisis forced marketers to reevaluate and adjust their media plans.
What video channel/s have you been testing and finding the best response?

2. Comments:
● Hulu has delivered the best product in terms of unique eyeballs and
targeting capabilities for most of our clients.
● We use a mix of direct to publisher (depends on the client) and
aggregators for streaming FEP content.
● Some clients running national TV across feelgood/healthy/lifestyle
programming... escapism is what’s in demand for 2020, so they lucked out
in the sense that they didn’t lose their audience (in fact it grew).
1. The crisis forced marketers to reevaluate and adjust their media plans.
What video channel/s have you been testing and finding the best response?

3. 2. What percentage are you dividing your budget between streaming and
traditional; pre-pandemic and currently?
● 90% majority of budget is traditional TV
● 80% of mix stayed about the same, with small adjustments leaning into
streaming
● Since streaming is more expensive and we are a performance based, we
typically pull back on streaming if we have budget restrictions. Linear
gives us more “bang for the buck” with response vs. cost.
● Depends on the client and what there goal and audience is. We have
clients doing 100% streaming FEP, as they cannot afford linear or we have
clients that are doing a mix of both.

4. 3. What indicators are you looking at to decide where to invest and how?
How are you proving value?

5. Comments:
● Demographic, rate efficiency
● Given that my client is a big spender in linear, when looking at OTT and
CTV we really look at unique reach. We prove the value via brand studies
as well as Media Mix Modeling.
● Behavioral audience (not demographic) reach, frequency controls, CPM,
brand safety.
● A focus on targeting and attribution capabilities, and a method’s overall
addressability, are big motivators for choosing one video option over
another. Unduplicated reach to drive more bottom-funnel actions is most
critical right now.
3. What indicators are you looking at to decide where to invest and how?
How are you proving value?

6. Comments:
● Currently, we are proving value by adding measurement and TV
attribution companies into the mix that can track web activity applied to
our streaming/CTV campaign, we are also using foot fall to measure in
areas where that makes sense
● While Reach and Impressions are vital, we also need to support smaller
more niche media publishers that serve our Black and Brown communities
3. What indicators are you looking at to decide where to invest and how?
How are you proving value?

7. ● 40% Mix of both
● 40% Direct
● 20% Programmatic
● Currently we are buying OTT both direct and programmatically but expect
to shift more and more towards programmatic.
● Both. Depends upon the audience needs, scale, etc. Though programmatic
has provided critical agility for many clients during what’s been an
incredibly volatile year.
● We’ve done both but had better results with direct.
4. How are you buying OTT; direct or programmatically?

8. ● It is so important to have a diverse media portfolio. Companies can no
longer just advertise in 1-2 mediums but rather need a 360 approach.
● Flexibility is key! I
● Always have a back-up plan and ensure vendors are providing you
flexibility with your schedules – relations are more important now
● OTT offers way more agility and measurability. COVID accelerated the
appetite for CTV.
● Pre-existing challenges to “sell” in new streaming channels are much less
of a hard sell…even if we don’t have all the data proof points yet.
5. Can you share a positive take away you learned as a result of the
crisis that you’ll continue doing moving forward?

9. 5. Can you share a positive take away you learned as a result of the
crisis that you’ll continue doing moving forward?
● Testing has always been a tenant but during the pandemic it has been a
life saver. Testing always need to be a priority.
● Between the ever-expanding streaming wars, addressable TV’s path
forward, the growing capabilities of programmatic in video, and a flurry of
new social media possibilities, this (video) space has never been more
exciting.
● Don’t force people to consume media the way you want. Provide
alternatives and make your company easily accessible.
● Be nice to one another