2. Spring 2021 Campaign Strategy
Goal: Brand Coulee Countryside Landscape and drive consumers to Coulee’s website
Target: Affluent homeowners with larger acreage
Demo: Homeowners 25+; HHI: $150K+; Property size 1+ acre
Geography: Dane County
Targeting Strategy:
• Cable TV
• Online Video
• Display
• Addressable Targeting
Optional Strategy: Streaming TV
3. Proposed Campaign Strategy ‒ Spring 2021
SOLUTION GEOGRAPHY TARGET
MONTHLY
INVESTMENT
TOTAL
INVESTMENT
CABLE TV Madison East & West Affluent homeowners $1,228 $4,912
CUSTSOM &
ADDRESSABLE
ONLINE VIDEO
Dane Co Zips
Affluent homeowners interested
in landscaping & gardening
$600 $2,400
CUSTSOM &
ADDRESSABLE
DISPLAY
Dane Co Zips
Affluent homeowners interested
in landscaping & gardening $600 $2,400
$2,428.80/month $9,715.20 Total
Coulee Countryside Landscape ‒ March ‒ June: OPTION 1
*Cable TV is half of shared bookend schedule with Pulse Automation
4. Proposed Campaign Strategy ‒ Spring 2021
SOLUTION GEOGRAPHY TARGET
MONTHLY
INVESTMENT
TOTAL
INVESTMENT
CABLE TV Madison East & West Affluent homeowners $1,228.80 *$4,915.20
STREAMING TV Dane Co Zips
Homeowners 25+; HHI: $150K+:
Household Will Spend on Lawn
and Garden (Likely
$1,500 $6,000
CUSTSOM &
ADDRESSABLE
ONLINE VIDEO
Dane Co Zips
Affluent homeowners interested
in landscaping & gardening
$600 $2,400
CUSTSOM &
ADDRESSABLE
DISPLAY
Dane Co Zips
Affluent homeowners interested
in landscaping & gardening $600 $2,400
$3,928.80/month $15,715.20 Total
Coulee Countryside Landscape ‒ March ‒ June: OPTION 2
*Cable TV is half of shared bookend schedule with Pulse Automation
5. TELEVISION
Cable content is the king of quality
• Direct television network partnerships mean exclusive inventory and guaranteed
placement on first-run cable programming
• Live and on-demand 100% full-episodic
programming
• Only source for local Spectrum News & Regional
Sports Networks
Consumers spend over
5 hours per day
watching video across Live TV,
Connected TVs, PC and
Mobile Devices.
Source: Nielsen; Total Audience Report – Q1 2019
Align your brand with the best content that TV has to offer.
6. TELEVISION
AudienceApp - Your Audience at Your Fingertips
Our exclusive data-driven TV planning tool creates the most effective campaigns
AudienceApp uses the power of Spectrum Reach’s unmatched household
viewing data to help you build smarter TV schedules.
3.7x
MORE
commercial spots
60%
MORE
impressions
2x
network
counts
6
7. Media Buy Recommendation
Online Video
Reinforce your TV campaign with engaging video across all screens
Expand Your Video Message
Boost your TV campaign
Reach your target audience across every screen at home and
on-the-go with a consistent video message
Data-driven solutions
Build an effective campaign based on your needs and desired
geography with our Reach and Frequency tool
Brand Safety
Advertise confidently knowing we adhere to the highest brand
safety standards for your online video
Transparent Reporting
Measure your results with access to detailed campaign metrics
including ad placement by site, device type, engagement, video
completion rate and more
YOUR VIDEO AD HERE YOUR VIDEO
AD HERE
Adults spend nearly
6 hours a day
consuming video
across platforms
8. Media Buy Recommendation
Display
Connect with your customers at home, and on-the-go
Brand Awareness and Brand Safety
Get exposure for your message across all screens, and advertise
confidently knowing we adhere to the highest brand safety
standards
Targeting Options Enhance Your Strategy
Accurately reach qualified customers with retargeting,
geo-fencing, contextual, behavioral, and lifestyle targeting
Effective Reach
Build an effective campaign based on your needs and desired
geography with our Reach and Frequency Planning tool
Transparent Reporting
Measure your results with access to a comprehensive dashboard
24/7 for detailed campaign metrics including site placement, device
type, engagement, brand lift, and more
Your Brand on Full Display
YOUR AD
HERE
YOUR AD HERE
YOUR AD
HERE
YOUR AD
HERE
9. Media Buy Recommendation
Targeting Methodology
Strategy & Data Sources
Every market is unique and should be targeted
with market-specific campaigns and unique
creative messaging. Spectrum Reach uses
online and offline data to identify your ideal
audience in each market.
1. Offline Data Analyzed
OFFLINE DATA
U.S. Census
Dealer Organizations
IRS, BEA, FHA
Voter registration
Consumer Credit Offers
AUDIENCE MAPPING
Income Demographic
Auto Ownership
Interest Rate, Home values
Political Party Contributions
Purchase Property
2. Audience Located Online
Age: 25-64
Income: $100k+ annual
Married
Homeowner
Employed
Education: Graduate Degree
CONFIDENTIAL & PROPRIETARY
10. MEDIA RECOMMENDATION
Addressable: Online Video and Display
Target your ideal customers online with powerful audience insights
Reach the Right Audience with Household-Level Data
Data delivers the best targeting
Our internet household data, matched with data from our
partners, targets your best audience and maximizes your ad
spend
Own the home
Extend your TV campaign across multiple screens to increase
your frequency with a consistent message
Reduced fraud and invalid traffic
We monitor for fraudulent activity to ensure you’re reaching real
humans and not bots
Digital direct mail marketing
Target the most qualified customers with precise accuracy online
and immediate engagement
YOUR AD HERE
YOUR VIDEO
AD HERE
YOUR
AD
HERE
YOUR
AD
HERE
YOUR VIDEO
AD HERE
YOUR AD HERE
11. RECOMMENDED TARGETING
Demographic & Contextual:
Reach your audience with demographic, behavioral, and lifestyle targeting capabilities. This unique and
EXCLUSIVE layered approach will hyper target those most in need of landscaping services within your geography
Base Demo: Adults 25+; HHI: $150K+
• Contextual: (based on site content relevant to your ad)
• Homeowner
• Home & Garden > Gardening & Landscaping
• Home & Garden > Yard & Patio
• News > Broadcast & Network News
• Custom 3rd
Party Layer: (purchased behavioral data identifying our target)
• Intent > Services > Services - Home and Garden > Services - Home and Garden - Landscape and Gardeners
• United States > In-The-Market > Purchase Intent In Home and Garden > Purchase Intent In Patio and Gardening
• Finance > Mortgage Holder
• US Home > Market Value > $300,000+
• Home & Real Estate > Property Size > 1+ acre
• Addressable Targeting: (1st
party data exclusive to Spectrum)
• Mortgage & Equity > Loan Type > Mortgage Holders (Highly Likely)
• Demographic-Household > Household Income > $150K+
• Demographic-Household > Home Market Value > $300K+
• Demographic-Household > Property Size > 1+ acres
• Hobbies & Interests > Hobbies > Home Improvement/DIY
13. SITE LIST EXAMPLE
13
*This list represents the types of sites on which your ad will run. This list may change over time based on
inventory fluctuations and performance results.
14. MEDIA RECOMMENDATION
Streaming TV
Connect with streaming and OTT audiences on the best that pay-TV has to offer.
Reach your audience across all screens.
Reach all streaming audiences
Cable subscribers, virtual pay-TV streamers, OTT stackers, and
cord-cutters
Extend your TV message
Guaranteed placement on the highest-quality live and on-
demand cable and OTT programming across every major device
Premium audiences
Reach 100% authenticated subscribers and beyond
One-stop for real local impact
Quantifiable household reach within pay-TV and OTT
homes across all DMAs
Brand safety and impact
Full-episodic cable programming, with completion
rates of over 95% on average
The power of knowing
Access to fully transparent dashboard reporting with
industry-leading campaign metrics
14
15. Exclusive access to cable audiences
With the help of our media partners, 6AM is the dominant provider of video
content with platforms and inventory you can’t reach anywhere else
Cable Network Content
Premium networks via cable and high-speed internet
connection into the home
Customers access live and on-demand cable
subscriptions via:
• Traditional set-top-box – Live linear and VOD
• Spectrum TV app and
• Cable network apps on mobile and connected
devices
Over-the-top (OTT)
Television streamed via high-speed internet
connection
Customers access television subscriptions via:
• Virtual MVPDs (DTV Now, AT&T)
• Content Aggregators (Pluto TV, Fubo, etc.)
• Curated, live and on-demand programming
• Connected, big-screen TV devices
15
16. NETWORK RANKER
NETWORK Audience Hours INDEX
CNN 8038 114
HGTV 7953 180
FOX NEWS CHANNEL 7750 139
MSNBC 4638 68
FOOD 3119 122
ESPN 2795 131
TBS 2654 130
HALLMARK 2371 123
TLC 2019 78
ID 1891 73
HISTORY 1598 84
BRAVO 1564 131
CNBC 1553 120
NICKELODEON 1537 92
USA 1502 78
A & E 1479 58
TNT 1467 108
DISCOVERY 1391 91
HMC 1256 98
SPECTRUM NEWS - MADISON 1113 95
Reach your audience where they watch most:
Geography: Zone Level: Madison East & West
Audience: Homeowners 25+; HHI: $150K+: Household Will Spend on Lawn and Garden (Likely)
Dates: 03/01/20-06/30/20
Platform: Streaming TV
Source: Audience Finder Zone Level: Madison East & West; Viewing of Homeowners 25+; HHI: $150K+: Household Will Spend on Lawn and Garden (Likely);
Minimum Dwell Time: 5 min; 03/01/20-06/30/20
17. Streaming TV Schedule Overview
Focus impressions in the geo densities
of those most in need of assistance.
Summary View
TARGET:
Homeowners 25+; HHI: $150K+: Household Will
Spend on Lawn and Garden (Likely
NETWORKS:
CNN, HGTV, Fox News, MSNBC, Food, ESPN,
TBS, Hallmark, TLC, ID, History, Bravo, CNBC,
Nick, USA, A&E, TNT, Discovery, Hallmark
Movies, Spectrum News
+OTT Content
DETAILS:
§Investment: $6,000
§Impressions: 181,818
§Mar-June 2021
§Dane County
Dane County
19. REPORTING
Reporting
Measure TV and Digital media performance across all devices through our fully-transparent
platform – 24/7, 365 days a year
The Power of Knowing
Multi-screen insights platform
Ensure your campaign is effectively reaching your target
audience with a customized, all-encompassing dashboard
Full transparency
Monitor your campaign performance wherever and whenever,
organized by product for easy navigation
Clear insights
Measure the success of your strategy and your goals based on
key performance indicators
19
20. REPORTING
Measure performance
We monitor your media campaigns so you can track your success in near real-time.
• Television & Streaming
• Networks and Programs
• Number of impressions
• Geography
• Online Display, Video, Retargeting
• Brand Lift
• Total Impressions
• Total Engagements
• Top Creative Performance
• Geographic Performance
• Device Level Performance
• Video Completion Rates
• Site placement Transparency
• Paid Search
• Top performing keywords
• Click-through-rate (CTR)
• Optimization history
The Power of Knowing
20
21. REPORTING
Site Retargeting (Display/Online Video)
Reinforce your message and encourage online conversions by targeting your previous site visitors
Keep Your Brand Top of Mind
Target Interested Consumers
Make your advertising dollars work harder by putting your
message in front of people who are most likely to respond
Build Brand Affinity
Build consumer familiarity with your brand by keeping your
message top of mind as they browse other sites
Drive Conversions
Maximize your chance of driving conversions by continuing the
conversation with people who have already shown interest by
visiting your site
Transparent reporting
Measure your results with access to detailed campaign metrics
including impression delivery, ad placement by site, device type,
engagement and more
21
22. REPORTING
View-Through Tracking (Display/Online Video)
• Spectrum Reach’s view-through technology tracks online leads – beyond the click – by following
impressioned users (who do not click on your ad), but voluntarily visit your site within 30 days for the
impression
• View-through technology identifies and remembers individuals that have been displayed your ad, but do
not click, and tracks them when the return to your site through an alternate channel within 30 days
• Great creative not only generates awareness about your brand/product, but it keeps your messaging top
of mind and reminds active buyers to visit your site throughout the buying process
22
23. Where Does the Data Come From?
We partner with the best data companies and uphold the highest supply and brand
safety standards to scrub the data and ensure you’re reaching the right person
23
