1.
Confidentiel © Copyright Seevibes 2011 - 2014
v
December 4th, 2014
FRANZ FONTAINE
Vice-President Strategy
SMART DATA & SOCIAL MEDIA
How can digital specialists help TV planners and buyers
become more efficient and what are the retargeting
opportunities derived from that same Data

2.
vBeyond The TV Audience @Seevibes
Social Media Key figures
15M active users*
20 millions users*
*Source Facebook Ads (not included Québec) / **Seevibes: Jan/March 2014 *Source Twitter Ads / **Seevibes: Jan./March 2014
18%
Brands**
35% TV** 65% TV**
7 Millions users*
23%
Brands**

3.
vBeyond The TV Audience @Seevibes
The opportunity behind Social Media
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keywords
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Gender
Geo Influence
Engagement
Brand
Affinity
TV
Show
Device
Persona

4.
vBeyond The TV Audience @Seevibes
Key Performance Indicators : The Data Analysis
Dragon’s
Den
Social
Audience
Brands
Social
Audience
Affinity
Rate
Intersection of social audience X and Y
Social Audience X
22%
Financial Services Affinity

5.
vBeyond The TV Audience @Seevibes
Key Performance Indicators : Deriving the Index
Average Affinity Rate of all audiences
relative to audience Y
Affinity Rate of audience X
relative to audience Y
173
Financial Services Affinity Index

6.
vBeyond The TV Audience @Seevibes
TV Shows & Other Brand Categories Examples
TV Show Channel Affinity Index
1 The Mom Show Slice 541
2 Entertainment Tonight GlobalTV 455
3 Redemption HBO Canada 452
4 Chopped Food Network 436
5 The Real Housewives of NYC Slice 392
TOP 5 TV Shows Food Category
ON TWITTER

7.
vBeyond The TV Audience @Seevibes
TV Shows & Other Brand Categories Examples
TV Show Channel Affinity Index
1 IndyCar Racing Sportsnet / CityTV 459
2 NASCAR Racing TSN 365
3 Fast N’ Loud Discovery Channel 303
4 Canada AM CTV 225
5 CBC News CBC 163
TOP 5 TV Shows Automobile Category
ON FACEBOOK

8.
vBeyond The TV Audience @Seevibes
TV Show & Brand example
LPGA Tour Golf
Recipe to riches
Power &
Politics
F1 Racing
Kevin Newman Show
Chasing The
Saturdays
Dr. House
Degrassi
Around the
horn
People Choice
Awards
29
25
292
315
19
25
30 451
2,507
651
@Seevibes ”Actionable insight to better
invest on TV”

9.
vBeyond The TV Audience @Seevibes
Detailed Airings - 04/24/2014 [Access-Prime]
17h30 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00
TF1
125
96 102 92 114
M6
131
160 160 68
BFM
92
109 92 104
iTélé
91
105 24 104
Use Case: L’Oréal France
Volume million de cils So couture | March 12th > May 26th
40% of the TV spots have an affinity index
higher than 100 with the brand L’Oréal

10.
vBeyond The TV Audience @Seevibes
Top 5 TV Shows (invested during the campaign)
Show Channel Affinity Index
x
airing
1 Gossip Girl HD1 265 1 X
2 Charmed 6Ter 236 7 X
3 Revenge TF1 200 1 X
4 Glee W9 162 5 X
5 100% Mag M6 160 1 X
Top 5 TV Show (All)
Show Channel Affinity Index
x
airing
1 Cannes 2014 Canal+ 400 0 X
2
Nouveau look pour
une nouvelle vie
M6 251 0 X
3 La Matinale 6Ter 209 0 X
4 50min Inside TF1 158 0 X
5 Bones M6 156 0 X
Use Case: L’Oréal France
Volume million de cils So couture | March 12th > May 26th
@Seevibes ”Maximizing TV dollars with brand affinity data”

11.
vBeyond The TV Audience @Seevibes
Leveraging Social TV aAudience Data for Retargeting
Tailored Audience
Profiles are delivered in
CSV format
Media buys can be executed by any
parties designated by the client
TV Audience
Targeting
Brand
AdvertiserAgency

12.
vBeyond The TV Audience @Seevibes
Key take aways
@Seevibes ”Close to 50% of what is being talked about in social media is TV”
@Seevibes ”2015: smart data is part of key decision making process > more implication of
digital specialists”
@Seevibes ”Media planning with absolute numbers & real time smart data > TV buying more
proactive, creative & optimized”
@Seevibes ” Social TV audience preferences > key success driver in social media retargeting”