This document discusses using video and data to personalize marketing at scale. It highlights how combining TV viewership data with digital data allows for precise targeting of audiences across devices. Specific examples are given around using March Madness viewership to drive online awareness and purchases. The challenges of digital personalization capabilities are also discussed. Case studies show how TV data can be used to target multicultural audiences with video ads in their language and increase store visits.

1. © 2017, Conversant, LLC. All rights reserved.
Data and Personalization
at Scale with
Video
Matt Weisbecker | VP Sales & Strategy
Ray Erickson | Director, Video Sales & Strategy

2. 2
Goals:
Inform
Challenge
Solve

3. 33
across 86B
interactions daily
1T+
REAL-TIME DECISIONS
18+ Years of Innovation
Bring Superior Precision and Scale
you can message
online today
160M+
REAL PEOPLE
reach on par with
178+
CHANCES TO REACH
EVERY PERSON DAILY
verified by comScore
96%
CROSS-DEVICE
MATCHING PRECISION
including 400 days of
online activity
7,000+
PROFILE DIMENSIONS
True 1:1
Precision & Scale
=
seen daily at the
granular level
75M
ON + OFFLINE PURCHASES

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Evolution of
Video
1950-1980 1980-2000 2000-present
Network Cable Digital

5. 5
Scale Deficiencies
Subscription Video-on-Demand Services Used by
Internet Users in North America, Q3 2016
% of respondents
Netflix
51.8%
Amazon Prime
Video
Note: ages 18+ | Source: TiVo, “Q3 2016 Video Trends Report: Consumer Behavior Across Pay-TV, VOD, PPV, OTT, TVE, Connected Devices, and Content Discovery,” Nov 16, 2016
HBO Now YouTube
Red
Shomi
24.8%
9.9%
Hulu
5.2%
3.1% 2.7%
CBS All
Access
2.1%
Sling TV
1.7%
Sony
PlayStation Vue
1.6%
Blockbuster
1.0%
Other
1.8%
I do not use
any of these
services
38.1%

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10 Questions You Should Be
Asking About Your TV Data
1. What kind of TV data do you use for your marketing and branding?
2. What’s the geographic and demographic coverage of your data?
3. How much TV content is included in your coverage?
4. What’s your data provider’s methodology for building audience models?
5. Is your provider compliant with the Cable Company Protection Act (CCPA) and the Video Privacy Protection Act (VPPA)?
6. Can your provider execute your TV activation program end to end, or do you need multiple partners?
7. What insights do you have about TV and digital viewing patterns, and how they drive consumer behavior?
8. How well can you activate TV audiences online, across devices?
9. What are your challenges with integrating digital?
10. How do you translate TV data into online data, and what’s the percentage loss of fidelity during the process?

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Your Data Source Your Data Activation
Your Data Provider
7
Four Main Criteria
Your Data Insights

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March Madness 2017
• Link TV viewing behavior to digital audiences to drive awareness and purchase intent.
• Extend reach digitally to audiences that have consumed specific programming
• Ability to create custom audiences based on your TV buy, or in place of your TV buy.

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Automated, Data-Driven Personalization
DYNAMIC PERSONALIZATION OF CREATIVE

10. 1010
Challenge:
How do you use
video to message
consumers in
a personal
scalable way?
Digital Priorities vs. Capabilities at Their Company
According to Marketers in North America, March 2016
% of respondents
Associating conversion
events with marketing
84%
10%
Tailoring
messaging by
channel
76%
13%
75%
12%
Understanding
customer
behavior over
time
Matching
customers across
multiple devices
74%
14%
Priority Capability
Note: n=184
Source: Econsultancy, *Customer Recognition: How Marketing is Failing at it’s Top Priority*
in partnership with Epsilon and Conversant, Sep 14, 2016

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Reaching People
Across All Their Devices
6am 10am 12pm 2pm 6pm 8pm 10pm
Checks Weather
on mobile
Visits
Walgreens
Makes shoe
purchase on
desktop
Checks social
media on desktop;
watches fitness
video
Browses healthy
dinner recipes on
mobile phone
Watches
Basketball Highlight
videos on tablet
Browses real estate
sites on tablet

14. 14
Deep Transaction Data
Comprehensive Household Coverage
FinancialsMarket Indicators Market Trends Demographics Auto Lifestyles TriggersViewership

15. 15
Reach
33M+
consumers
Spending
$1.6B
with your
competitors
REACH THE STREAMING AUDIENCE
Total
Number of Individuals 33,176,433
Total Spend $1,624,329,489
Average Spend Per Indiv. $49
Number of Transactions
166,562,551
Number of Transactions Per Indiv.
5.0
Average Order Value $10
* Source: Epsilon Marketview Data; represents the last four quarters of transactional data

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Recognition and Reach Match Rate Use Case
RECOGNITION
12-Month Buyers
REACH
Past 90 Days
ACCURACY
Verified Individuals
PERSISTENCE
365-Day Retention
73% Matched = 8.8M
66% = 5.8M
95% = 5.5M
80% = 4.4M
INTEGRATED
Solution
12M
8x
AUDIENCE
FRAGMENTED
45% Matched = 5.4M
55% = 3.0M
60% = 1.8M
32% = 570K
Solution
Maintain an opt-outNo guaranteePRIVACY
Long-Term Protection

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Key Takeaways:
Ask the critical questions
Message individuals, not cookies or devices
Personalize your creative
Meaningful & Transparent Measurement is key

19. Thank You

20. 2020
Case Study
Retail – Big box Store RESULTS
$0.37
per store visit
83%
VCR with PV units
(vs 59% for non-PV)
875K
store visits over
40 days
Solution
Using set-top-box TV viewership data, we created four separate
language groups, targeting viewers of in-language content. Each
video was personalized in-language and redirected users to their
local store. Leveraging our Placed partnership, we reported foot
traffic.
Challenge
A national Big-Box retailer wanted to accurately target specific multi-
cultural audiences and speak to them with in-language messaging to
drive foot traffic in select markets for a Holiday campaign.