1. LARRY GRISOLANO:
Personal Introduction

2. STRATEGIC SET-UP
• Foundational Insight: 3 year
recession vs. 30 year middle
class decline
• Candidates: An advocate for
the middle class vs. a wealthy
investor
• Constituencies: Women,
Latinos, Working Class

3. COMPETITIVE CONSIDERATIONS
• Anticipated a very close race and HUGE spending
advantage for GOP
• OFA placed a huge premium on targeting

4. THE PROBLEM
Targets < 5% of U.S. Pop.
Who
Nielsen
Can
Target

5. DEFINING TARGETS
Probability Scores Applied to Individuals on Residential File

6. DEFINING TARGETS
Probability Scores Applied to Individuals on Residential File
Support: Predicted vs. Actual

7. WHY INDIVIDUAL-LEVEL TARGETING?
Traditional Media Buying:
Media Focused
Our Approach:
Consumer Focused

8. BENEFITS OF INDIVIDUAL-LEVEL
TARGETING
Cross Media Integration and
Message Discipline
15-20% Efficiency Gains in
TV Buying

9. OPTIMIZING YOUR BUY
Cost Per Target Efficiency Ratio

10. RESULTS
Presidential spending after June 1st
Daypart Obama + Allies Romney + Allies % Romney of Obama $
Early Morning $43,988,270 $54,177,710 123%
Daytime $44,333,790 $38,290,240 86%
Early Fringe $34,613,680 $39,678,820 115%
Early News $23,665,720 $34,883,220 147%
Prime Access $36,050,390 $48,621,520 135%
Prime $78,862,880 $75,850,810 96%
Late News $21,666,160 $40,644,680 188%
Late Fringe $25,085,690 $28,229,980 113%

11. RESULTS
Insights from the Optimizer led OFA to invest far more
heavily in cable than Romney

12. DIGITAL INTEGRATION
Digital
Audience
Buying
Reinforces broadcast
Drives actions
Targeted to individual sites, video, and FB
Typical
Broadcast
Buying
Targeted
Broadcast
Buying
High impact messaging.
Drives high awareness
and recall
Inefficient impressions
High impact messaging.
Drives high awareness
and recall
Efficient impressions
Maximizes spend and targets
specific audience clusters
Broadcast +
Digital Integration
Improved recall
Manageable data sets
More bang per dollar spent
Constant refresh for actionable data