Quigley-Simpson has been active in the Programmatic TV marketplace since early 2015 and has developed valuable experience and insight into the challenges and opportunities of this developing technology. Join the Q-S executives responsible for vetting and applying programmatic TV as they share the 8 critical criteria they require from any potential PTV partner. They will also take us through actual use cases from programmatic TV campaigns they have previously executed for their clients.

1. © 2017 Quigley-Simpson
March 20th, 2017
HOW TO EVALUATE
A PROGRAMMATIC
TV PLATFORM

2. HELLO

3. 2+ YEARS
VETTING AND TESTING
VARIOUS PTV PLATFORMS
13
TOTAL CAMPAIGNS
ACTIVATED
24,594
TOTAL SPOTS BIDDED
6,004
TOTAL SPOTS SECURED
35
TOTAL NETWORKS
(NATIONAL & LOCAL)
221
STATION AFFILLIATES
PROGRAMMATIC TV
EXPERIENCE AT-A-GLANCE
© 2017 Quigley-Simpson
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4. 8 CRITERIA FOR EVALUATING A
PROGRAMMATIC TV PLATFORM

5. FULLY AUTOMATED PLATFORM
CONNECTING SELL-SIDE TO DEMAND-SIDE
IN NEAR REAL TIME
 MACHINE-ENABLED EFFICIENCY
 NOT SIMPLY OUT-SOURCING BUYING
DUTIES TO ANOTHER TEAM OF BUYERS
 DASHBOARDS ≠ AUTOMATION
© 2017 Quigley-Simpson
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5

6. 6
ACCESS TO LINEAR TV INVENTORY
 LOCAL AND NATIONAL SPOTS AIRED ON
BROADCAST AND/OR CABLE
NETWORKS
 NOT JUST STREAMING VIDEO OR OTT
PLACEMENTS
© 2017 Quigley-Simpson
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7. OPEN EXCHANGE WITH DIRECT ACCESS
TO INVENTORY
 TRANSACTIONS BETWEEN ADVERTISER
AND NETWORK FACILITATED BY
TECHNOLOGY
 NO SPEND COMMITMENTS OR PRE-
NEGOTIATED BUY STRUCTURE
REQUIRED
© 2017 Quigley-Simpson
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8. ADVANCED TARGETING CAPABILITIES
 ABILITY TO GO BEYOND AGE AND
GENDER DEMOS
 OPTION TO LAYER 1ST AND 3RD PARTY
DATA FOR ENHANCED BUY TARGETING
© 2017 Quigley-Simpson
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9. BLACK/WHITE LIST FUNCTIONALITY
 ENSURE BRAND SAFETY WITH THE
ABILITY TO BLOCK CONTENT DOWN TO
NETWORK AND PROGRAM LEVEL
 BID BOOST CAPABILITY INCREASES
CLEARANCE ON HIGH-DEMAND
CONTENT AND DAYPARTS
© 2017 Quigley-Simpson
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5

10. THIRD-PARTY VERIFIED POSTING
 NIELSEN OR RENTRAK POSTED DATA
TO CONFIRM AUDIENCE DATA
 AS ALWAYS, TRUST… BUT VERIFY
© 2017 Quigley-Simpson
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11. COMPLETE SCHEDULE AND COST
TRANSPARENCY
 KNOW EXACTLY WHERE YOU RAN AND
WHEN – DMA, NETWORK, DAYPART,
DATE, AND TIME
 UNDERSTAND THE TRUE MEDIA COST
AT THE SPOT LEVEL
© 2017 Quigley-Simpson
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12. SELF-SERVICE PLATFORM
 ENABLES DEEPER UNDERSTANDING OF
PLATFORM STRENGTHS, LIMITATIONS
AND AREAS OF OPPORTUNITY
 MAXIMIZES AGENCY IP AND DEVELOPS
EXPERIENCE THAT CAN BE REAPPLIED
TO FUTURE CAMPAIGNS
© 2017 Quigley-Simpson
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13. FULLY AUTOMATED
PLATFORM
1
ACCESS TO LINEAR TV
INVENTORY
2
OPEN EXCHANGE
WITH DIRECT ACCESS
TO INVENTORY
3
ADVANCED
TARGETING
CAPABILITIES
4
BLACK/WHITE LIST
FUNCTIONALITY
5
THIRD-PARTY
VERIFIED POSTING
6
COMPLETE SCHEDULE
AND COST
TRANSPARENCY
7
SELF-SERVICE
PLATFORM
8
CRITERIA SUMMARY13
© 2017 Quigley-Simpson

14. CASE STUDIES

15. 15 ALLERGY
SUFFERERS

16. RELEVANT MESSAGING THROUGH PROGRAMMATIC TV
A core consumer
segment for one of
our brands is allergy
sufferers
Brand was looking
for ways to be more
strategic in reaching
this consumer
Target is most
receptive to related
product messaging
once allergies have
been triggered
A key allergy
trigger for many is a
high pollen count –
but affected DMAs
change quickly over
time
© 2017 Quigley-Simpson
TARGETING ALLERGY SUFFERERS16

17. 17
PTV technology enabled us to apply IMS Health data to dynamically target markets experiencing high-pollen
counts and reach allergy sufferers at the height of message relevancy
July 12, 2016 | © 2016 Quigley-Simpson
Pollen count heat mapping and market-level
trends used to optimize buy throughout the
campaign
Report sample
SOLUTION: DYNAMIC DMA TARGETING17

18. 18
MILLENNIAL MEN

19. LEVERAGING SOCIAL INSIGHTS FOR ADVANCED TARGETING
Millennial men are
the target for one of
our brands
Young males are
increasingly difficult
to reach via TV
Social media
engagement
remains high and
can help uncover
emerging trends for
TV targeting
However, traditional
TV lead times make
it difficult to quickly
respond to ever-
evolving social
trends
© 2017 Quigley-Simpson
TARGETING MILLENNIAL MEN19

20. Programmatically targeted the most relevant and buzz-worthy programs being talked about by the same
consumers engaged in conversations with our brand. Leveraged the enhanced agility and targeting of
Programmatic TV to curate weekly schedules around highest indexing shows.
SOLUTION: SOCIAL AFFINITY TARGETING20
“Loving my new purchase. Thanks
@BrandX!”
BRAND
ENGAGEMENT
TV PROGRAM
MENTION
ENHANCED
TARGETING
“Mr. Robot is the best show on TV.
Yea, I said it.”
© 2017 Quigley-Simpson
✚ 

21. QUESTIONS?