This document outlines an agenda for a presentation including: an introduction of the presenter, background information on why they are presenting, and 4 case studies from companies Gildan USA, Tualatin Valley Oregon, and Red Kap. The case studies will discuss the approaches taken using precision TV (PTV) to target specific audiences, the targets selected, and results including efficiency gains and optimization results.

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