The document discusses improving targeting and measurement for television advertising. It argues that current television targeting is inefficient by reaching many people who are not likely customers. It advocates using detailed customer data and set-top box data to precisely target television ads. This targeted approach is said to increase campaign performance by at least 25% while reducing wasted impressions. The document also notes that accurately measuring the impact of television advertising on other channels like web and retail is currently complex, but that the company uses television spending to reliably predict multi-channel sales within 5% accuracy weeks in advance.

1. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 1

2. We believe someday advertisers will be able to
compute and distribute their precise bids for
every impression available across all of
television.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 2

3. But sometimes the future takes longer to get
here than we’d like.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 3

4. We work with advertisers that are unwilling to
wait for precision and the performance that
comes with it.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 4

5. We address television’s two biggest problems:
Targeting and Measurement
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 5

6. The way TV is targeted is
inefficient.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 6

7. These men
are all
18-35.
These men are all 18-35.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 7

8. These men
are all
18-35.
How many of them look exactly like your
best customers?
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 8

9. These men
are all
18-35.
This means you are paying to reach people that aren’t
going to be your customers.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 9

10. Attribute rich targeting naturally decreases wasted
impressions/increases response and brand awareness.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 10

11. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 11

12. trying to find Waldo…
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 12

13. …using the same technology these
guys used.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 13

14. Why agencies keep talking about the great
rates they get...
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14

15. …is because they can’t talk about a better
way to find Waldo.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 15

16. The fact is: targeting works.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16

17. It works for direct mail…
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 17

18. it works for online…
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 18

19. and it works for TV.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 19

20. and it works for TV.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 20

21. Week-Over-Week Performance
$240
$230
$220
$210
Cost per Order
$200
$190
$180 26% reduction
in CPO
$170
$160
$150
Mapping the entire TV inventory with set top box data
appended with micro attributes increases the
performance of our clients’ campaigns by at least 25%
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 21

22. The way TV’s impact is measured is
imprecise and inefficient.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 22

23. Marketers spent $63B on TV last year
(that’s 3X what was spent online).
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 23

24. But too often the answer to the question
“How many new customers did I get from TV?” is…..
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 24

25. “TV’s true ROI cannot be measured” or…
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 25

26. TV is all about “mindshare” and “awareness”
and other “unmeasureables”…
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 26

27. Measuring TV’s impact on web and retail channels can
be complex.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 27

28. And while branding is clearly important….
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 28

29. …why does “branding” mean “don’t measure”?
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 29

30. TV’s impact is reliable, durable and predictable.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 30

31. We use TV spend to predict multi channel sales.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 31

32. The RED LINE is our forecast made prior to Q1.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 32

33. The BLUE LINE is actual weekly retail sales.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 33

34. Our forecast had a 95% accuracy.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 34

35. These results are typical.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 35

36. In other words, we tell our clients, for every
dollar they spend on TV, how many people will
drive to a store and buy their product.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 36

37. We do this three months in advance and are
accurate within 5% weekly.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 37

38. BTW, this works exactly the same
with web sales.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 38

39. To review: We target precisely…
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 39

40. And measure accurately.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 40

41. We are delivering more of what advertisers want
for less effort and less money than what they
are spending now.
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 41

42. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 42

43. Aaron Hendon| Business Development Manager
Proceed Media Group
206.280.3312
ahendon@proceedmediagroup.com
| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 43