Presented at ad:tech NYC in November 2011 by Bluefin Labs VP of Sales, Jack Flanagan. This is the winning presentation in the Startup Spotlight competition in the Social Media category. This presentation details how brands can leverage Social TV data, and specifically, Bluefin's audience segmenting capabilities to reach relevant audience targets.

2. TV and Conversation People have always talked about TV

3. Now: More Measurement 8,868 Tweets per second 20M

4. About Bluefin Labs Connect paid and earned media strategies Consumer insights about TV Engagement metrics for TV ad sales Video fingerprinting Closed captioning for TV programs Electronic Programming Guide (EPG) data feed TV data inputs Social media data inputs TV Genome Data

6. Putting the Data To Use General Social TV data is interesting, but not detailed enough to inform business decisions for TV advertising E.g., Glee and Jersey Shore are always top shows, but not relevant to all TV advertisers Audience segmentation of Social TV data helps arrive at actionable and brand-specific insights

7. Android Users B’cast Segment Source: Bluefin Labs. Data for TV Season to date (i.e., starting Sept 12, 2011); data showing primetime TV programs on broadcast networks Grimm 175 Index 1 In The Flow w/ Affion Crockett 155 Index 2 3 Prime Suspect 153 Index 5 Allen Gregory 152 Index 4 Harry’s Law 152 Index

8. Android Users (Cable) Segment Source: Bluefin Labs. Data for TV Season to date (i.e., starting Sept 12, 2011); data showing primetime TV programs on cablenetworks Star Trek: TNG 183 Index 1 Sweet Genius 175 Index 2 Celebrity Rehab w/ Dr. Drew 171 Index 3 Lockup: Raw 168 Index 5 Police POV 167 Index 4

9. Verizon Brand Segment 1 Boss 161 Index 2 Murder, She Wrote 152 Index 4 5 I Married A Mobster 160 Index 3 Source: Bluefin Labs. Data for TV Season to date (i.e., starting Sept 12, 2011); data showing primetime TV programs on broadcast and cable networks American Restoration 146 Index Lockup: Raw 161 Index

10. Samsung Brand Segment Source: Bluefin Labs. Data for TV Season to date (i.e., starting Sept 12, 2011); data showing primetime TV programs on broadcast networks Grimm 277 Index 1 Prime Suspects 202 Index 5 House 248 Index 2 Kitchen Nightmares 223 Index 3 4 CSI 229 Index

11. Client Cases and Wrap-Up