The document discusses how TV advertising is moving towards a more data-driven future with spot-level accountability and measurement. It provides examples from campaigns by Simulmedia that targeted audiences for UFC 168 and a movie studio's campaign for Noah. The Simulmedia campaign for UFC 168 achieved a 154% lift in conversions and 571% return on media spend by targeting viewers who watch sports like the NFL and UFC. Targeting frequent moviegoers for the Noah campaign allowed the studio to reach those audiences in higher concentrations compared to a contextual plan.

1. @davemorgannyc
Insight Presentation
“TV Advertising's Data Driven Future is Here”
Dave Morgan
CEO
Simulmedia

2. 2
CAN TV ADVERTISING BECOME
LIKE DIGITAL BEFORE DIGITAL
ADVERTISING BECOMES LIKE
TV?

3. 3
SPOT LEVEL ACCOUNTABILITY
(ON LINEAR TELEVISION)

4. 4
SPOT LEVEL MEASUREMENT
TV TUNE-IN CONVERSION RATES
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
Simulmedia
Spots
Contextual
Spots
TARGET:
A18-49

5. 5
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
A25-54 Viewers
Impressions Exposed Frequency Converted
Contextual Plan 117,206,850 77,331,323 1.51 4,025,176
Simulmedia 15,936,985 6,377,757 2.16 232,692
A25-54 & Watched Special Preview in January Viewers
Impressions Exposed Frequency Converted
Contextual Plan 6,439,467 4,423,079 1.42 953,275
Simulmedia 895,222 360,074 2.49 59,151
DRIVING TUNE-IN WITH ROI ACCOUNTABILITY

6. 6
AUDIENCE-BASED,
CLOSED LOOP TARGETING
(ON LINEAR TELEVISION)

7. • December 28,2013 Las Vegas, Nevada
• Main Events:
• Chris Weidman vs. Anderson Silva
• Ronda Rousy vs. Meisha Tate
• Campaign Flight Dates:
12/19/2013 – 12/28/2013
• Simulmedia Budget:
$200,000
• Goal:
• Reach UFC target audience
and drive purchases:
M25-49 who watch the NFL
or NBA or College Football
or UFC Programing
UFC 168: AUDIENCE-BASED, CLOSED
LOOP TV ADVERTISING
7

8. 8
TV ADVERTISING WORKS
154% CONVERSION RATE LIFT
FROM ADVERTISING
Unreached
Viewers
Reached
Viewers
UFC 168
Conversion
Rate for
Unreached
and Reached
Viewers
* Conversions are representative and not the
actual number of event purchasers
.12%
.31%
Viewers
254,646,043
Conversions*
301,550
Viewers
39,913,957
Conversions*
123,407
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.

9. 9
… AUDIENCE BUYING WORKS BEST
AUDIENCE SCHEDULE YIELDS HIGHER
CONVERSION RATE THAN CONTEXTUAL
Simulmedia
Schedule
Contextual
Schedule
UFC 168
Conversion
Rate for
Simulmedia &
Contextual
Schedules
.35%
.29%
Viewers
21,581,811
Conversions*
74,241
Viewers
22,020,104
Conversions*
64,497
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
* Conversions are representative and not the
actual number of event purchasers

10. 10
AUDIENCE SCHEDULE DELIVERS
571% RETURN ON MEDIA SPEND
Return on Media Spend
Margin per purchase: $27.50
Revenue attributable to Simulmedia: $1,142,955
Simulmedia TV campaign budget: $200,000
Return on media spend: 571%
Simulmedia’s Conversion Contribution
Simulmedia Unduplicated Reach: 17,893,943
Unexposed Purchase Rate: 0.12%
Predisposed Purchasers Reached by Simulmedia 21,822
Simulmedia Unduplicated Purchases*: 63,384
Additional Purchases Attributable to Simulmedia: 41,562
*purchases are representative and not the actual number of event purchasers
Every dollar allocated to
Simulmedia generated
$5.71 in revenue.
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.

11. 11
WHAT IF STUDIOS DID
AUDIENCE BASED BUYING?
(ON LINEAR TELEVISION)

12. 12
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
FINDING FREQUENT MOVIE-GOERS
IN HIGH CONCENTRATIONS
6% OF PROGRAMS
INDEX ABOVE 150
27% OF PROGRAMS
INDEX ABOVE 150
0.5+
<0.5
VIEWERSHIP ON
TV PROGRAMS
WITH A RATING OF
VIEWERSHIP ON
TV PROGRAMS
WITH A RATING OF
WATCH 2+
MOVIES/MONTH
WATCH 2+
MOVIES/MONTH

13. 13
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
PARAMOUNT PICTURES: NOAH
Time-frame:
February –
March, 2014
Spend:
$31,953,057.40
Target:
A18-49

14. 14
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
PARAMOUNT PICTURES: NOAH
Time-frame:
February –
March, 2014
Spend:
$31,953,057.40
Target:
Frequent
Movie-Goers

15. QUESTIONS?
Dave Morgan
dave@simulmedia.com
@davemorgannyc