The document discusses the evolution of the television advertising landscape over the past 50 years, highlighting the shift from traditional methods to complex, data-driven strategies. It emphasizes the importance of big data in optimizing media planning and measuring the effectiveness of TV and digital campaigns. TRA's solutions enable brands to improve advertising effectiveness, drive sales lift, and navigate the fragmented media environment.

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TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1
TV is Calling For
Big Data Solutions
NEEDHAM INTERNET & DIGITAL MEDIA CONFERENCE

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TV Renaissance For Consumers

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For 50 Years:
Advertisers Have Asked The Big Questions
Did my advertising
drive sales?
Which creative
causes the greatest
sales lift?
What’s the ROI
of advertising?
How can I reach
my prospects
through TV?
And now: How
can TV and
digital work
together?
How do I ensure
I’m reaching the
right audience?

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The TV Landscape Has Evolved
Drastically Over The Past 50 Years

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The Simple TV Landscape of Yesterday
Content Delivery
• Broadcast - 3 Networks
Advertising Methods
• Sponsorships (Soaps)
• Commercials
Sales
• In Store
• Catalog
Consumers
• Nielsen Ratings
(age/gender demos)
<1,000 Diary Households
ADVERTISER
AGENCY
ABC CBSNBC
Advertising Methods
Audience Measurement
Audience Measurement
• Upfronts

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TV Content Delivery Has
Become Fragmented and
Much More Complex

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Advertising Methods Are No Longer
Straightforward
Commercial
Branded
Integration
Cross Platform
Addressable
Advertising
Social Media
Dynamic Ad
Insertion

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Consumers Take Control
Over the Air
Subscriptions
Peer-to Peer
Cord Nevers
Cord Cutting
Cord Cobbling

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Sales
• In Store
• Catalog
Sales
• In-store Sales
• Online Sales
• T-commerce Sales
ADVERTISER
AGENCY
Content Delivery
• Broadcast - 5 Networks
• Cable - 500 Networks
• Satellite and MSO’s
• Ala Carte Programming
• TV Everywhere
• DVR/Mobile/Tablets
• VOD/SVOD/OTT (Aereo, Netflix, etc.)
• Sidebar Apps
Advertising Methods
• Commercial
• Branded Integration
• Cross Platform
• Addressable Advertising
• Social Media
• Dynamic Ad Insertion
• Nielsen Ratings
(age/gender demos)
12,000 intab Households
2 Mill. Diary Households
(Sweeps)
ADVERTISER
Media
Planners/Buyers
Creative
AGENCY
Audience Measurement
The Complex TV Landscape of
Today’s TV Renaissance
Consumers
• Traditional
• Subscriptions
• Peer-to-Peer
• Cord Cutters
• Cord Nevers
• Cord Cobblers
• Traditional Buying
• Trading Desks
• Buying Platforms
Seeking the right audience?

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Audience Measurement is the Only
Area That has Yet to Evolve
• CADVERTISER
Conten
• Broad
• Cable
• Satte
• Ala C
• TV Ev
• Nielsen Ratings
(age/gender demos)
12,000 intab Households
2 Mill. Diary Households
(Sweeps)
• Traditional Buying
• Trading Desks
Audience Measurement
TV Upfront

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Now it’s Time For Change
Age and gender targets
derived from a panel
Purchaser targets
derived from big data
FROM TO

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Optimize The Return on Media Spend
To Cut Through The Clutter

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Extreme Fragmentation:
Simplification Can Be Found in Big Data
Using the Right Data for
Media Planning/Buying
Measuring the results of TV
and digital campaigns
Media Planning
and Buying
Measuring
ROI and Sales Lift
Analysis
Use results to inform/optimize the plan

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Where TRA Fits
22MM Households
Matching what is seen
with what is purchased
among anonymized 4.4 million households
Exposure:
- TV
- Online
Purchases:
- Grocery
- Auto
- Rx Claims
- Customer
Databases
Single Household

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4.4 Million Households
Achieving the right composition for nationally
representative sample
Charter/
Fourth Wall
TRA’s Set Top Box Data Sources

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Massive Naturally Occurring Data
Other HH Level Data
Sources
• Tribune Program Data
• Kantar Campaign Data
• Experian HH Demographics
Removing Friction
• Nielsen Program Ratings

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TRA’s “Best of Breed”
Purchase Data Partners
40 Million Households:
• 30 Chains
• Kroger
• Ralph’s
• 2,500 stores
CPG
115 Million
Households of Auto
Registrations
AUTO
1.6 Billion de-
identified
healthcare claims at
the person level
Healthcare

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Enabling Brands to Measure, Validate and
Optimize (MVO) their Advertising
CPG BRANDS RX Brands
CRM Brands
Networks Agencies

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Greater CPG
sales from
smarter TV
allocations led to
4% sales lift
across
portfolio, including
9% lift for one
brand
Increased ROI
by 25% and
35% for two
product
categories, with
data-driven
planning
Measured a
126% sales lift
from a product
placement in TV
programming
Proved that TV
drives new
customer
purchase and
digital drives
repeat
purchase
With Proven Success
Top
Performing
CPG
Manufacturer
Major
Hair Care
Brand
Leading
Smoked
Sausage
Brand
Proved a positive
ROI and +11% Rx
sales lift
attributable to TV
ad exposure in both
the national and
local occurrence
level.
Rx
Brand
Major
Candy
Brand

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TRA Growth: Cross Media Solutions
Use TRA TV and purchaser
indices to plan/buy
digital media:
• Reinforce messaging
• Reach digitally those
missed on TV
Single-source cross
media solution for:
• Measuring the sales
impact of TV
and Digital
• Understanding
attribution to
maximize ROI
TV & Digital MeasurementDigital Buying/Planning

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TRA’s Competitive Advantage:
Ability to Look Around
the Corner

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The Only Company with its own STB
Inventors of the DVR,
that today continue to
revolutionize the way
consumers watch and
access home entertainment.

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TiVo: the Leading Innovator in Home
Entertainment
Multi-Source Content
Integrated with SVOD and OTT
Whole Home
Media with
TiVo Stream
TiVo Mini
Best-in-class User Interface and
Content Discovery
Online & Mobile
Inventing the DVR was just a warm up

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Positioned in the Center of the
Media Convergence
“TiVo is the best
connected TV certainly in
the U.K. and I would
argue in the world. It is
produced by connected
TV experts. It's all they do,
that's why we've
partnered with them.”
— Neil Berkett,
Virgin Media
CEO

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TRA: Enabling Advertisers,
Agencies and Networks
Navigate the Increasingly
Complex TV Advertising
Landscape

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Q&A