Ptv summit presentation steve parker jr

1. 1
AGENDA
Me, Myself and I
Background – why am I here, why we got started
Case Study 1 – Gildan USA
Case Study 2 – Gildan USA
Case Study 3 – Tualatin Valley Oregon
Case Study 4 – Red Kap
That’s What’s Up!

2. Me, Myself & I
Professional Personal
2

3. GILDAN PHASE ONE
Approach
Leverage PTV to deliver the industry’s
first single platform, cross-screen video
campaign. Included Linear TV,
Connected TV, Online & Social Video on
all devices (one platform)
Target
Demo > Millennial Males (M18-34)
Strategic Target > HHI $50-100K
Why
On the fly optimizations across all video
executions
Reallocate budgets within each delivery
channel and across channels
Results
• PTV drove 20% reduction in CPM vs. Traditional TV
• Mid-campaign optimizations drove efficiencies in
reaching target audience, Cost / TRP reduced by 30-
35%
**NOTE: PTV minutes viewed outperformed online & mobile pre-roll

4. GILDAN PHASE TWO
Approach
• Seasonal flights targeting strategic niche audiences
• Premium vs. Efficient Tier Networks A/B testing for
GRP/TRP
Target
Spring: W18-34 > Arts&Crafts / Stores Shopped
Father’s Day: W25-54 > Married w/Children > Stores
Back to School: A18-34 > Stores & W30-54 > Moms
Why
Increase reach beyond traditional tv buy while finding
sweet spot buys for strategic audiences. PTV allows for
quicker budget adjustments to capitalize on market
efficienciesResults
• Saw efficiencies at reaching “core demo” using Efficient tier but Premium networks were able to be
optimized to achieve a lower cost to reach the strategic audience (W18 34+Arts&Crafts/Stores)
• Demo = Efficent Newtworks were 11% more efficient per target point
• Strategic Audience = Premium Networks 20% more efficient per target point

5. TUALATIN VALLEY
Approach
Hyper-target specific neighboring DMAs targeting
audiences that are frequent vacation travelers while
riding the coat tails of Travel Oregon & Visit Portland
campaigns while directing visitation to Tualatin Valley
Target
Demo > A25-64
Strategic Target > Vacation Traveler Influentials
Why
Take advantage of increased spends and
awareness from Oregon and Portland
partner CVBs in regional drive markets
Results
• 35% Impressions Delivered Primetime
• 16 Networks ranging from ESPN to Travel to TBS

6. RED KAP
Approach
Leverage data sets to plan & buy against targets beyond Nielsen age/gender. Using richer data sets allows us to
analyze all linear TV inventory nationally that over-indexes against the strategic target and reduces wasted off-
target impressions
Target
Demo > M25-54
Strategic Target > Automotive Enthusiasts
Why
Red Kap sells automotive workwear to
the B2B community, a target that is
difficult to reach with any accuracy on
traditional TV
Results
• 37% of impressions delivered
primetime / 37% daytime
• Aggressive $6.98 CPM on
Demo target
• In-campaign optimizations
improve strategic audience
reach efficiency by 28%

7. 7

8. 8
Steve Parker Jr
CEO & Co-Founder
sparker@levelwing.com
843.631.4587