How to Win With Advanced Targeting

Chief Research Officer

March 13, 2013

Bruce Goerlich

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National Footprint: 8.7 million Households/22 million televisions

1 Rentrak HH projects to 13 National HHs

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Rentrak is the Only Company to Integrate Viewing Data from all Operator Types

CABLE SATELLITE TELCO

TV Essentials provides a nationally representative view of consumer’s viewing habits from 22M televisions for advanced targeting television decisions tied to consumer behavior and geography

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Rentrak Advanced Targeting Capabilities

8.7M HH22M STB

Level 1Targeting

Level 2Targeting

Level 3Targeting

Integrated with Simmons, MRI,

Epsilon

Advertiser customer segments

Household Level Match

Broad range of consumer

behavioral data

Use advertisers’ customer data to build

segments

Direct match of customer or transactional data to target

and mearsure ROI

Geography

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Obama For America (OFA)

• OFA identified 44 TV markets of interest

• 25 million-household voter list

• Match period was from August 2011 to October 2012

• 8 to 10 core segments

• OFA had a name/address file (voter file) and different segments/targets associated with records in that file

• The OFA file was matched in a privacy-compliant manner with Rentrak TV households

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Obama For America (OFA)

• For both historical information and on a go-forward basis, Rentrak provided daily station and network quarter hour intelligence, within these 44 markets, to OFA and their agency

• OFA utilized this intelligence to plan their media buy, and to measure the effect of their media buy

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Segments Led to Different Program Selection

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Obama For America (OFA)

• OFA indicated they had ~20% more efficient buy using these targets as compared to traditional targeting

• Their buys went 60 networks deep compared to 18 for Romney

• Far wider buys were also made across station line-ups

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Summary

• Rentrak’s footprint of millions of households allows advertisers to hone in on Advanced Demographics

• Winning elections!

• Winning efficiency!