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Case Study: Breaking Through The Noise


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Amidst the last quarter clutter of TV advertising, breaking through the sheer volume of repetitive messaging is a daunting task. Leveraging careful use of advanced TV targeting techniques, programmatic and VOD channels, and the combining them with traditional media buys, Positec realized 40% growth year-over-year by effecting just the right mix.

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Case Study: Breaking Through The Noise

  2. 2. Media Design Group We’re an LA-based, branded response agency founded in 2008. Our flagship product, Audience Advantage, combines data science and technology to power a growth engine specifically designed to target and reach high indexing audience segments across Linear Television. Transforming TV: Precision of digital with the reach of traditional TV. 2
  3. 3. Television is Dead. 3
  4. 4. Households are watching more of both live TV and DVR content.1 Viewing hours on each platform have increased +7% year-on-year, with the average household watching 1,000+ hours of live TV a quarter, and the average adult spending 37 hours per a week.2 Collectively, TV is stronger today than ever. Let’s Get Real 4Sources: 1comScore 2Deloitte
  5. 5. 5 Old School NCAA tournament: 22 live games, one channel. Flashback
  6. 6. March Madness: TBS, CBS, TNT and truTV. Modern Day 6 136MM viewers via TV 71 live games aired on linear TV 80MM live streams 24 Hr around the clock coverage
  7. 7. Fragmentation • Some see fragmentation as a challenge we see it as an opportunity 7
  8. 8. Brand Marketer Challenge • Legacy Tools: Nielsen Ratings, Upfronts, and CPM Targeting • Hard to find your Demo • Harder to buy all channels and options • The only tools available 8
  9. 9. z Next Generation Media Buying Absolute Transparency Current Technology Media Agnostic Audience Targeting 9
  10. 10. 10 Absolute Transparency • Two Way Street • Collaborative Partnership
  11. 11. Technology • Behaviorgraphics • Competitive Analysis • TV Data (Ratings & STB) • Retail Sales (POS) • Consumer Profiling • 1st Party Data 11
  12. 12. 12 Media Agnostic • Data Driven Strategy • Performance Focused • Audience Focused
  13. 13. 13 Dylan and Sophie have two kids, work at Fortune 100 companies and have FiCO scores above 700. Audience Targeting
  14. 14. Breaking Through Q4 Noise to Boost Retail Sales A MEDIA DESIGN GROUP SUCCESS STORY
  15. 15. Challenges Two distinct seasons with short flight dates Year-over-year learnings and optimization hard to execute SEASONALITY BUDGET PRODUCT MIX Modest compared to POSITEC category competitors Product Life Cycle: what is the impact of depreciation on POS? New Product Response: How will new products respond to the media? 15
  16. 16. 1. Gather enough customer records for statistical relevance 2. Match records with ComScore/Personicx • Identify high value customers • Look for profiles with highest penetration of records (TV is a mass medium) 3. Simmons identifies high indexing networks for Home Depot shoppers 4. MRI to determine best dayparts for demo media consumption 1st PARTY DTC DATA 3RD PARTY DATA Data Collection 16 5. Match 1st & 3rd Party data with historical media performance GUT CHECK
  17. 17. Use internal planning tool to allocate appropriate spend: 75% National Cable 15% Local Cable 5% VOD 5% OTT Planning Due to a modest budget, we needed a combination of high frequency cable networks and laser targeted audience buys 17
  18. 18. Findings HGTV Nationals were too expensive so we went in through local cable and geo- targeted specific regions with higher penetration of potential customers. We were able to find a small window of viewership with Nickelodeon and exploited that during the media flight. We utilized strong relationship and strategic media buy placements to transfer National Local buys into National inventory during the flight. 18
  19. 19. • Budgets increased substantially between the weeks of Thanksgiving and Christmas • Retail sell-through was tracked on a daily basis during critical weeks • Based on sell-through data, we either increased or decreased spend on “critical networks” • Budget was allocated to 6 different products during the media flight • Flighting was staggered to take advantage of price promos and off-shelf placement during the advertising window Execution 19
  20. 20. 4 of the 6 products retail sales were achieved in just half the flight time 95% of expected sales at retail achieved for remaining products 4Q15 only achieved 68% of POS goal RESULTS 20
  21. 21. Thank You.