1. The document discusses how Starcom Worldwide and Collective partnered to develop new media and insight offerings that better integrate TV and online campaigns. 2. They created an innovative solution called "Brand Explorer" that uncovered new insights by going beyond existing off-the-shelf options and analyzing frequency across TV, online, and both mediums. 3. Testing this approach for an Allstate campaign, they found they could generate incremental lift in research behavior and identify an optimal intersection of TV and digital exposure that increased prospect efficiency over 20 times.

1. Big Data, Big Impact:
Redefining Engagement with
Audiences
Ariti Bhansali, Media Director,
Starcom Worldwide
Justin Evans, EVP, Emerging Media,
Collective

2. Partnering to pioneer Media + Insight
1st offering to better control interaction b/w TV and
Online campaigns2
Unleashed an innovative insight discovery opportunity
from a media tactic1
Realized the potential beyond what was off-shelf3

3. Frequency in TV,
Online, Both
$ per
“Brand Explorer”
Lift in Allstate
Research Behavior
We took TV Accelerator beyond its original
purpose to address a different need
Can we
generate
incrementality?
How do we
quantify
influence on
consumer?
What is the ideal
intersection of TV
& Online?

4. Finding the Sweet Spot:
Optimization framework for TV + Digital (illustrative)
NO LOW MEDIUM HIGH
NO
LOW
MEDIUM
HIGH 1% LIFT
200,000 PROSPECTS
ONLINE
TV
40,000 PROSPECTS
22x
Increase
in Efficiency
2% LIFT

5. We realized the stakes and created the tools to
play them
THE ALLIANCE
A SWEET SPOT
KEEPING WITH
THE
CONSUMER