Amidst the last quarter clutter of TV advertising, breaking through the sheer volume of repetitive messaging is a daunting task. Leveraging careful use of advanced TV targeting techniques, programmatic and VOD channels, and the combining them with traditional media buys, Positec realized 40% growth year-over-year by effecting just the right mix.

1. AUDIENCE ADVANTAGE

2. 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.
2

3. Television is Dead.
3

4. 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.2
Collectively, TV is stronger today than ever.
Let’s Get Real
4Sources: 1comScore 2Deloitte

5. 5
Old School NCAA tournament:
22 live games, one channel.
Flashback

6. March Madness: TBS, CBS, TNT and truTV.
Modern Day
6
136MM
viewers via TV
71
live games aired
on linear TV
80MM
live streams
24 Hr
around the
clock coverage

7. Fragmentation
• Some see fragmentation as a challenge we see it as an
opportunity
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8. 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
8

9. z
Next Generation Media
Buying
Absolute Transparency Current Technology Media Agnostic Audience
Targeting
9

10. 10
Absolute Transparency
• Two Way Street
• Collaborative Partnership

11. Technology
• Behaviorgraphics
• Competitive Analysis
• TV Data (Ratings &
STB)
• Retail Sales (POS)
• Consumer Profiling
• 1st Party Data
11

12. 12
Media Agnostic
• Data Driven Strategy
• Performance Focused
• Audience Focused

13. 13
Dylan and Sophie have two kids, work at
Fortune 100 companies and have FiCO
scores above 700.
Audience Targeting

14. Breaking Through Q4 Noise to Boost Retail Sales
A MEDIA DESIGN GROUP SUCCESS STORY

15. Challenges
Two distinct seasons with short flight dates
Year-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 media?
15

16. 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
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5. Match 1st & 3rd Party data with historical media
performance
GUT CHECK

17. 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
17

18. 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.
18

19. • 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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20. 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
20

21. Thank You.