Download - Case Study: Breaking Through The Noise
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AUDIENCE ADVANTAGE
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Media Design Group We’re an LA-based, branded response agency founded in 2008. Our flagship product, Audience Advantage, combines data science and technology to power a growth engine specifically designed to target and reach high indexing audience segments across Linear Television.
Transforming TV: Precision of digital with the reach of traditional TV.
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Television is Dead.
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Households are watching more of both live TV and DVR content.1 Viewing hours on each platform have increased +7% year-on-year, with the average household watching 1,000+ hours of live TV a quarter, and the average adult spending 37 hours per a week.2Collectively, TV is stronger today than ever.
Let’s Get Real
4Sources: 1comScore 2Deloitte
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Old School NCAA tournament:
22 live games, one channel.
Flashback
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March Madness: TBS, CBS, TNT and truTV.
Modern Day
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136MMviewers via TV
71live games aired
on linear TV80MMlive streams
24 Hraround the
clock coverage
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Fragmentation• Some see fragmentation as a challenge we see it as an
opportunity
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Brand Marketer Challenge• Legacy Tools: Nielsen Ratings, Upfronts, and CPM Targeting• Hard to find your Demo• Harder to buy all channels and options• The only tools available
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Next Generation Media Buying
Absolute Transparency Current Technology Media Agnostic Audience Targeting
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Absolute Transparency• Two Way Street• Collaborative
Partnership
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Technology• Behaviorgraphics• Competitive Analysis• TV Data (Ratings &
STB)• Retail Sales (POS)• Consumer Profiling
• 1st Party Data
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Media Agnostic• Data Driven Strategy• Performance Focused• Audience Focused
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Dylan and Sophie have two kids, work at Fortune 100 companies and have FiCO scores above 700.
Audience Targeting
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Breaking Through Q4 Noise to Boost Retail Sales
A MEDIA DESIGN GROUP SUCCESS STORY
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Challenges
Two distinct seasons with short flight datesYear-over-year learnings and optimization hard to execute
SEASONALITY
BUDGET
PRODUCT MIX
Modest compared to POSITEC category competitors
Product Life Cycle: what is the impact of depreciation on POS?New Product Response: How will new products respond to the
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1. Gather enough customer records for statistical relevance
2. Match records with ComScore/Personicx • Identify high value customers• Look for profiles with highest penetration of
records (TV is a mass medium)
3. Simmons identifies high indexing networks for Home Depot shoppers
4. MRI to determine best dayparts for demo media consumption
1st PARTY DTC DATA
3RD PARTY DATA
Data Collection
165. Match 1st & 3rd Party data with historical media performance
GUT CHECK
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Use internal planning tool to allocate appropriate spend:
75%National Cable
15%Local Cable
5%VOD
5%OTT
Planning
Due to a modest budget, we needed a combination of high frequency cable
networks and laser targeted audience buys
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Findings
HGTV Nationals were too expensive so we went in through local cable and geo-targeted specific regions with higher
penetration of potential customers.
We were able to find a small window of viewership with Nickelodeon and
exploited that during the media flight.
We utilized strong relationship and strategic media buy placements to
transfer National Local buys into National
inventory during the flight.
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• Budgets increased substantially between the weeks of Thanksgiving and Christmas
• Retail sell-through was tracked on a daily basis during critical weeks• Based on sell-through data, we either increased or decreased spend
on “critical networks”• Budget was allocated to 6 different products during the media flight• Flighting was staggered to take advantage of price promos and off-
shelf placement during the advertising window
Execution
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4 of the 6 products retail sales were achieved in just half the flight time
95% of expected sales at retail achieved for remaining products
4Q15 only achieved 68% of POS goal
RESULTS
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Thank You.