AGENDA

Me, Myself and IBackground – why am I here, why we got startedCase Study 1 – Gildan USACase Study 2 – Gildan USACase Study 3 – Tualatin Valley OregonCase Study 4 – Red KapThat’s What’s Up!

Me, Myself & IProfessional Personal

GILDAN PHASE ONEApproach Leverage PTV to deliver the industry’s first single platform, cross-screen video campaign. Included Linear TV, Connected TV, Online & Social Video on all devices (one platform)

TargetDemo > Millennial Males (M18-34)Strategic Target > HHI $50-100K

WhyOn the fly optimizations across all video executionsReallocate budgets within each delivery channel and across channels

Results• PTV drove 20% reduction in CPM vs. Traditional

TV• Mid-campaign optimizations drove efficiencies

in reaching target audience, Cost / TRP reduced by 30-35%

**NOTE: PTV minutes viewed outperformed online & mobile pre-roll

GILDAN PHASE TWOApproach • Seasonal flights targeting strategic niche audiences• Premium vs. Efficient Tier Networks A/B testing for

GRP/TRP

TargetSpring: W18-34 > Arts&Crafts / Stores ShoppedFather’s Day: W25-54 > Married w/Children > StoresBack to School: A18-34 > Stores & W30-54 > Moms

WhyIncrease reach beyond traditional tv buy while finding sweet spot buys for strategic audiences. PTV allows for quicker budget adjustments to capitalize on market efficiencies Results

• Saw efficiencies at reaching “core demo” using Efficient tier but Premium networks were able to be optimized to achieve a lower cost to reach the strategic audience (W18 34+Arts&Crafts/Stores)

• Demo = Efficent Newtworks were 11% more efficient per target point• Strategic Audience = Premium Networks 20% more efficient per target point

TUALATIN VALLEY

Approach Hyper-target specific neighboring DMAs targeting audiences that are frequent vacation travelers while riding the coat tails of Travel Oregon & Visit Portland campaigns while directing visitation to Tualatin ValleyTargetDemo > A25-64Strategic Target > Vacation Traveler Influentials

WhyTake advantage of increased spends and awareness from Oregon and Portland partner CVBs in regional drive markets

Results• 35% Impressions Delivered Primetime• 16 Networks ranging from ESPN to Travel to

TBS

RED KAPApproach Leverage data sets to plan & buy against targets beyond Nielsen age/gender. Using richer data sets allows us to analyze all linear TV inventory nationally that over-indexes against the strategic target and reduces wasted off-target impressions

TargetDemo > M25-54Strategic Target > Automotive Enthusiasts

WhyRed Kap sells automotive workwear to the B2B community, a target that is difficult to reach with any accuracy on traditional TV

Results• 37% of impressions

delivered primetime / 37% daytime

• Aggressive $6.98 CPM on Demo target

• In-campaign optimizations improve strategic audience reach efficiency by 28%

Steve Parker JrCEO & Co-Foundersparker@levelwing.com843.631.4587