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ROI—A WAY OF LIFE IN MEDIA. Presentation speakers. Aaron Fetters Director, Insights and Analytics Solutions Center The Kellogg Company. Howard Shimmel Chief Research Officer Turner Broadcasting System, Inc. Kate Sirkin EVP, Global Research Director Starcom MediaVest Group.

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Presentation speakers
Presentation speakers

Aaron Fetters

Director, Insights and Analytics Solutions CenterThe Kellogg Company

Howard Shimmel

Chief Research Officer Turner Broadcasting System, Inc.

Kate Sirkin

EVP, Global Research DirectorStarcomMediaVest Group


What s on the agenda
What’s on the AGENDA?

  • The Media ROI Framework

  • The Media Company Perspective

  • The Agency Experience—Driving the Eco-System

  • The Advertiser Strategy

  • Table Talk & Panel Discussion


The roi landscape

Behavioral impact

Smarter allocation, more accountability

THE ROI LANDSCAPE

Marketing Mix

A holistic view

Single Source

Buyer graphics & campaign-level ROI


Single source analytics closing the loop

Complementary to other planning and measurement tools

SINGLE SOURCE ANALYTICS—CLOSING THE LOOP

Plan

Define Audience

Measure ROI

Form Objectives

Measure

Buy/Optimize

Measure Effectiveness

Optimize Plans



Media audience data
MEDIA AUDIENCE DATA

Digital

Demographic. Behavioral. Geographical.

TV

Demo-based since 1960!


New data powers advanced media targeting
NEW DATA POWERS ADVANCED Media TARGETING

Nielsen Buyer Insights

Nielsen Catalina Solutions

Nielsen MotorStats

Nielsen Mobile Vector



A new way to plan media
A NEW WAY TO PLAN MEDIA

Same mix

Same demo guarantee

Optimized against your target

Plan still produced within current sales rotation guidelines

Demo delivery still guaranteed as it always was

Optimized within these parameters to maximize delivery of your marketing target (ex. category buyer)



Each selling title contains range of programs and time periods
EACH SELLING TITLE CONTAINS RANGE OF PROGRAMS AND TIME PERIODS


Today a schedule with three units in each selling title might look like this
TODAY A SCHEDULE WITH THREE UNITS IN EACH SELLING TITLE MIGHT LOOK LIKE THIS


But what if we overlaid new data about the probability of the audience being a category buyer
BUT WHAT IF WE OVERLAID NEW DATA ABOUT THE PROBABILITY OF THE AUDIENCE BEING A CATEGORY BUYER?

Strong Concentration of Cat Buyers

Average Concentration of Cat Buyers

Low Concentration of Cat Buyers


Example mass merchandiser shoppers tn
EXAMPLE: MASS MERCHANDISER SHOPPERS THE AUDIENCE BEING A CATEGORY BUYER?TN

Series: 3–5p (599)

Bones (620)

Supernatural (505)

Castle (601)

Major Crimes (447)

Prime (648)

Castle (610)

Perception (582)

The Mentalist (554)

Major Crimes (719)

Franklin & Bash (572)

Rizzoli & Isles (833)

Falling Skies (600)

Series: 5–7p (559)

Castle (629)

Law & Order (557)

The Mentalist (466)

Bones (503)

Supernatural (486)

Weekend (575)

Perception (549)

Rizzoli & Isles (637)

Franklin & Bash (535)

Falling Skies (530)

Major Crimes (619)

Law & Order (522)

The Hero (607)

(#) = VPVH

Early Morning (576)

Law & Order (604)

Angel (551)

Late: 12–3a (587)

CSI: New York (581)

Perception (683)

Cold Case (546)

The Mentalist (630)

Franklin & Bash (504)

The Hero (593)

Falling Skies (480)

Primetime In Daytime (588)

Bones (614)

Major Crimes (474)

Charmed (617)

Supernatural (555)

Smallville (545)

Late: 12–2a (568)

Perception (637)

Cold Case (549)

The Mentalist (622)

The Hero (540)

Falling Skies (388)

CSI: New York (581)

Franklin & Bash (409)

Source: Nielsen Buyer Insights. 3Q13 to date (7/1/13–8/25/13) viewing to TBS/TNT; 1 min qualifier. Purchasing via NBI database for 52 weeks ending 3/31/13. Includes credit & debit transactions from NBI database only. Mass Merchandiser category (Kmart, Target, Wal-Mart). Excludes Movies, Marathons, Specials, Sporting Events, Sports Programming. Includes repeats.


And then we used this data to put your advertiser spots in the optimal programs times
…AND THEN WE USED THIS DATA TO PUT YOUR Advertiser SPOTS IN THE OPTIMAL PROGRAMS/TIMES

Strong Concentration of Cat Buyers

Average Concentration of Cat Buyers

Low Concentration of Cat Buyers


Why are we excited
Why are we excited? IN THE OPTIMAL PROGRAMS/TIMES

  • Targeting works

  • Solutions delivers materially more of an advertiser’s target

Great reaction from the market in Upfront

Opportunity to drive greater yield from TV


Targeting works
Targeting Works! IN THE OPTIMAL PROGRAMS/TIMES

Auto TBS Campaign

P18–49

Heavy Auto Searchers

+21%

+59%

Exposed

Exposed

Unexposed

Unexposed

93%

87%

Significance


More of your target
More of Your Target IN THE OPTIMAL PROGRAMS/TIMES

Demo

Marketing Target

GRPs

Reach

GRPs

Reach

50.4

18.0

59.1

24.7

Original

+59%

Beer Brand

50.4

17.8

94.3

28.1

Optimized

13.6

9.2

11.2

6.9

+63%

Original

Domestic Auto Brand

13.5

8.7

18.2

9.7

Optimized

15.1

9.6

16.4

9.9

+13%

Original

Paper Towel Brand

15.1

9.6

18.5

11.1

Optimized

+56%

7.8

4.4

6.3

5.0

Original

Toothpaste Brand

7.9

4.9

9.8

6.4

Optimized


33 average lift in target grps
+33% IN THE OPTIMAL PROGRAMS/TIMESAverage lift in target grps


Disclaimer
Disclaimer IN THE OPTIMAL PROGRAMS/TIMES


Challenges
Challenges IN THE OPTIMAL PROGRAMS/TIMES

Predictability and Stability

Scalablity

Systems/Data Access

Cross-Platform Application

Target Transparency


Future products
Future Products IN THE OPTIMAL PROGRAMS/TIMES

Use to inform allocation across selling rotations

Use to inform allocation across Turner TV and digital assets



The evolution of the tv video marketplace
The Evolution of the tv/video marketplace advertisers

From TV & Digital Video to

Precision video for all screens (convergence)

Data-Driven

Linear

1st Screen Addressability

1st Screen Connected

1st Screen Active Amplification

1stScreen Passive Amplification

Multi-Screen ‘Digital’ Video

Buying TV smarter and more precisely (Social Data, Purchase Data: Tardiis 2.0)

‘AddressableTV’

Audience or data-driven TV leveraging STB data

Connected 1st screen TV with over the top (OTT) video service

‘Social TV’: Use 1st screen to drive active 2nd screen participation

‘TV Syncing’: Passive approach to syncing TV ad on all other screens

Digital distribution of video—premium, mid and long tail on PC, mobile and tablet


Key themes
Key THEMES advertisers

Incorporate more data to drive client value; maximize budget efficacy

Maximize efficiency using best data that feeds brand strategy and optimization agility

Demonstrate accountability—actual sales impact is typically the best way

Real-time, seamless and continuous learning—integrated workflow


Purchaser datasets which will drive most impact in planning
Purchaser advertisersDataSets—which will drive most impact in planning


How do we use it
How do we use it? advertisers

  • TV planning via “single source” data

  • ROI measurement for TV, print, digital and mobile

  • Purchaser-based targeting in digital, mobile and addressable TV

  • Targeting Accuracy Tests

  • Multi Touch Attribution (MTA)


Tv buying evolution with single source
TV BUYING Evolution with single source advertisers

  • Larger buys for optimized CPMs

  • Age/gender

  • Optimized CPMs based on audience value uncovered by buyer-graphics

  • Much better aligned with client objectives

  • Allocated within corporate inventory to maximize portfolio effect


Planning measurement process
Planning/measurement process advertisers

1

5

Define business challenge and objectives

Develop targets based on strategic definition

Consider data options and requirements

Determine communication goals, flights, and budgets

2

6

4

3

7

8

5

Forecast corporate needs translated to demo targets

Purchase inventory

Allocate versus buyer-based brand targets

Design measurement plan


Allocating for maximum efficacy
ALLOCATIng advertisers for maximum efficacy

  • Point in time (quarterly/upfronts)

  • Total campaign level

Real-time/Right-time

  • Optimized to consumer response and marketplace opportunities

  • Creative allocated to drive buy rate or penetration


Bringing it all together closing the loop
BRINGING IT ALL TOGETHER—Closing the loop advertisers

Integrated workflow that works within and outside

Plan

Define Audience

Measure ROI

Form Objectives

Measure

Buy/Optimize

Measure Effectiveness

Optimize Plans



Enabling a data driven marketing ecosystem
Enabling a Data-Driven Marketing Ecosystem advertisers

CRM

3rd Party

Other 1st Party

Data-Driven Ecosystem


Does a buyer based approach really sell more in market and drive roi case study
Does a buyer-based approach really sell more in-market and drive ROI? Case study

  • Develop the financial estimate for TV-driven sales

  • Validate the estimate in-market

  • Expand the learnings for multiple brands and for future periods

  • Continuously optimize, based on key drivers of ad response


The opportunity for a buyer graphic approach
The Opportunity for a Buyer graphic Approach drive ROI? Case study

Missed Category Opportunity

51% of Category Buyers are not reached by the demographic target

RTE Cereal

Category Buyers

Demo Target (F25–54)

Kellogg’s Cereal Brand Buyers

Missed Brand Opportunity

14% of reach to F25-54 goes to households who do not buy in the category

52%of Kellogg’s Cereal Brand Buyers are not reached by the demographic target


The size of the prize could be significant for kellogg s
The “Size of the Prize” Could be Significant for Kellogg’s

Est. Incremental Retail Sales/Year*

Kellogg’s Cereal Brand

$2 MM–$4 MM

$30 MM–$64MM

* Incremental retail sales opportunity derived from Kellogg’s Size Of Prize Deliverable (August 2013)


Kellogg s cereal brand

Average volume/household Kellogg’s

Kellogg’s cereal brand

2012

2013

  • Unexposed HH

  • Exposed HH

+14%

+10%

TV campaign drove incremental sales lift 10% in 2012 and 14% in 2013


TV Campaign Audience Delivery Kellogg’s

Kellogg’s cereal brand

2012

2013

  • F25–54 GRP

  • F25–54 Kellogg’s Cereal Brand BRP

Kellogg’s Cereal Brand BRPs increased by 10% in 2013 from 2012 while F25–54 GRPs remained constant

95

INDEX

105

INDEX


Annualized results the 2013 tv campaign generated incremental sales units roas
Annualized Results— Kellogg’sThe 2013 TV Campaign Generated Incremental Sales, Units, ROAS

2012 Campaign

2013 Campaign

$3.4MM

814K

$1.77

$5.2MM

1,273K

$2.19

+52%

incremental sales

+56%

incremental units

ROAs

+24%


Conclusion
Conclusion Kellogg’s

Yes, the buyer-based approach actually increased sales, units, ROI—more can be gained!

Develop the financial estimate for TV-driven sales

Validate the estimate in-market

Expand the learnings for multiple brands and/or for future periods

Continuously optimize, based on key drivers of ad response


Closing the loop it works
CLOSING Kellogg’sTHE LOOP—It works!

Plan

Define Audience

Measure ROI

Form Objectives

Measure

Buy/Optimize

Measure Effectiveness

Optimize Plans


c360.cnf.io Kellogg’s

Choose Your Session From the List

Click / Tap on Each Poll to Respond


Polling question
Polling Question Kellogg’s

Now that you have seen real, large scale application of buyer-based solutions, is the marketplace ready to go beyond age/gender?


Table talk questions
Table talk Questions Kellogg’s

What would it take to instill confidence in the broad marketplace and drive adoption?

What are some of the strengths / weaknesses of buyer-based thinking in the media process?


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