addressable tv: harness the power of audience data for one-to-one targeting deck

Addressable TV: Target & Measure Your Audience With Precision at Scale

Addressable TV:Harness the power of audience data for one-to-one targeting

2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Todays Presenters

Brienna PinnowAddressable Advertising Product LeadKevin HeindlDirector of Partner and Advertiser Solutions

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Top trends in the changing TV landscapeWhat is Addressable TV?What are industry thought leaders saying about Addressable TV?How does is work?How to get startedReal success storiesLets strategize how to make your next campaign addressable

Lets take a closer look

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.

Experian Marketing Suite


Experian Marketing SuiteIntelligent interactions centered around your customersIdentity ManagerIdentify who your customers are regardless of channel or deviceData quality and captureCross-channel identity profileIdentity resolution and verificationSingle Customer ViewCreate and deliver exceptional experiences, every timeInteractions ManagerMessage orchestrationCampaign management Real-time executionAudience activationContent managementKnow where, how and when to reach the right customersIntelligence ManagerPredictive & real-time decisioningData enhancement and insightsReporting & analysisAudience creationPersonalization optimizationMarketing attribution and measurement


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Todays top TV trends


TV: The largest slice of marketers budgets


As the largest slice of most advertising budgets, its important for todays marketers to be accountable for campaign performance and ensure a positive return on investment. By leveraging the targeting and measurement capabilities that addressable TV offers, marketers can optimize their TV advertising strategy starting now.

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TV: Even more powerful when coordinated with other channels

ESPN Labs research recently revealed that TV commercials combined with online video ads can drive powerful results. Instead of running only a TV ad, a cross-channel approach can drive:


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TV: Utilize additional channels to reach cord cutters

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.CATEGORYGENERAL POPULATIONCORD-HAVERSCORD-CUTTERSCORD-NEVERS% of Population100%76%6%18%Average Age43.945.535.239.9Median Income$57,500$62,500 $52,500$37,500Broadband Connection86%91%87%69%

What about the Cord Nevers?This population is 3 times the size of cord cutters.

Above averageBelow averageOctober 2015 Report

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Young TV Cord-Nevers Have Arrived And AreHere To StayExperiment On Them Now To Serve Them Laterby James L. McQuiveyOctober 6, 201510

Moral of the story?TV is still the most effective advertising medium.

A majority of households still subscribe to either cable or satellite TV94% of adults watch some TV each week1 in 6 adults watch over 40 hours of TV a week

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Despite all of the buzz around folks cutting the cord, this still accounts for a small percentage of the population. A majority of individuals still have pay for TV and its the easiest way to reach the largest audience.11

What is Addressable TV?

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Target your TV advertising at the 1-to-1 level:Its like direct mail & email for television

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Meet your perfect customers wherever they are.

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.The traditional way to buy TV advertising & how its changing


How does it work?

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Addressable TVs availability & reach continues to expand


Were your hub for building and matching your perfect addressable audience.

TV Subscriber Universe from OperatorsAdvertisers Target AudienceStep 1: Privacy compliant data matchingStep 2: Experian distributes audience Step 3: Targeted audience views your ad delivered by TV operator

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Addressable TV: Measure your results through closed loop reporting

TV Commercial Exposure DataAdvertisers Sales Data

Your report includes:Return on ad spendTest vs control analysisPerformance by creativeTime to purchaseAdditional demographic information


How to get started

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Addressable advertising across channels.


ConsumerView: Experians national database powering your audiences and linkage

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.ConsumerView is Experians marketing database, it contains information on more than 300 million consumers and 126 million living units.

Marketers use ConsumerView to gain an in-depth understanding of their customers and prospects for acquisition, segmentation, and personalization activities to empower their brand in both the traditional and digital space.

With ConsumerView data, marketers are able to understand Who their customers areWhat their customers doWhat motivates themHow and when to reach them

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Lighting Up Your Data Across Channels Including TV

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Obviously we can enable direct mail campaigns, but some of the newer developments are in television, digital display and mobile display.

ADDRESSABLE TV: We are far and away the leaders in audience creation for addressable TV, working with 100% of the HH-level addressable TV operators (DISH, DirecTV, Cablevision, and Comcast VOD). We can reach up to 56MM addressable households (not individuals). We work with 7 of the top 10 TV operators which accounts for 71MM of the countries current 100MM pay for TV subscribers.

DIGITAL DISPLAY & MOBILE DISPLAY: We have fantastic existing partnerships, and our pipeline is moving quickly for new media opportunities. 23

Experians robust partnership ecosystem covers the nations household addressable audiencesExperian works with 100% of the HH-level addressable operators

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.The Audience Engine:Experians hub for audience creation & distribution

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Were building the technology platform to increase the 1) Automation, 2) Scale, and 3) Speed to Market for our advertisers to get up and going with Addressable advertising, including TV. This is the OmniActivation Audience Engine.

We can demo this for you in another meeting. 25

Sample Closed Loop Reporting Dashboard Snapshot

#2014 Experian Information Solutions, Inc. All rights reserved.Experian Public.#Wall Street Journal:Experian Success with Modi and VolvoThis is going to be an ongoing part of our plans, said Ms. Eriksson. Were well beyond tests.

Article Link

#2014 Experian Information Solutions, Inc. All rights reserved.Experian Public.#http://www.wsj.com/articles/volvo-says-it-can-target-likely-car-buyers-on-tv-just-like-web-ads-144533520027

Success stories


Real Addressable TV ResultsAutomotive 26.2% lift in model sales


Real Addressable TV ResultsCPG Increased target audience spend by 62%


Real Addressable TV ResultsRetail Targeted households had a 63% sales lift


Real Addressable TV ResultsTravel Highest converters were Power Elite


Next Steps

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.New whitepaper availableIncludes details on the future of programmatic TVex.pn/TVeBook Addressable TV Whitepaper: Now Available!

# 2015 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.Questions?

2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Confidential.
