AUDIENCE ADVANTAGE

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.

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Television is Dead.

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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.2Collectively, TV is stronger today than ever.

Let’s Get Real

4Sources: 1comScore 2Deloitte

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Old School NCAA tournament:

22 live games, one channel.

Flashback

March Madness: TBS, CBS, TNT and truTV.

Modern Day

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136MMviewers via TV

71live games aired

on linear TV80MMlive streams

24 Hraround the

clock coverage

Fragmentation• Some see fragmentation as a challenge we see it as an

opportunity

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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

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z

Next Generation Media Buying

Absolute Transparency Current Technology Media Agnostic Audience Targeting

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Absolute Transparency• Two Way Street• Collaborative

Partnership

Technology• Behaviorgraphics• Competitive Analysis• TV Data (Ratings &

STB)• Retail Sales (POS)• Consumer Profiling

• 1st Party Data

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

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

Audience Targeting

Breaking Through Q4 Noise to Boost Retail Sales

A MEDIA DESIGN GROUP SUCCESS STORY

Challenges

Two distinct seasons with short flight datesYear-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

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

165. Match 1st & 3rd Party data with historical media performance

GUT CHECK

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

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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.

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• 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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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

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Thank You.