TiVo Research and Analytics (TRA) - Needham Internet and Digital Media Conference

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TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1

TV is Calling ForBig Data Solutions

NEEDHAM INTERNET & DIGITAL MEDIA CONFERENCE

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TV Renaissance For Consumers

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For 50 Years: Advertisers Have Asked The Big Questions

Did my advertising drive sales?

Did my advertising drive sales?

Which creative causes the greatest sales lift?

Which creative causes the greatest sales lift?

What’s the ROI of advertising?

What’s the ROI of advertising?

How can I reach my prospects through TV?

How can I reach my prospects through TV?

And now: How can TV and digital work together?

And now: How can TV and digital work together?

How do I ensure I’m reaching the right audience?

How do I ensure I’m reaching the right audience?

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The TV Landscape Has Evolved Drastically Over The Past 50 Years

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The Simple TV Landscape of Yesterday

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TV Content Delivery Has Become Fragmented and

Much More Complex

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Advertising Methods Are No Longer Straightforward

Commercial

Branded Integration

Cross Platform

Addressable Advertising

Social Media

Dynamic Ad Insertion

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Consumers Take Control

Over the Air

Subscriptions

Peer-to Peer

Cord Nevers

Cord Cutting

Cord Cobbling

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The Complex TV Landscape of Today’s TV Renaissance

Consumers• Traditional• Subscriptions• Peer-to-Peer• Cord Cutters• Cord Nevers• Cord Cobblers

• Traditional Buying• Trading Desks• Buying Platforms

Seeking the right audience?

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Audience Measurement is the Only Area That has Yet to Evolve

TV Upfront

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Now it’s Time For Change

Age and gender targets derived from

a panel

Purchaser targets derived from big data

FROM TO

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Optimize The Return on Media SpendTo Cut Through The Clutter

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Extreme Fragmentation:Simplification Can Be Found in

Big DataUsing the Right

Data for Media

Planning/Buying

Measuring the results of TV and digital

campaigns

Media Planning and Buying

MeasuringROI and Sales Lift

Analysis

Use results to inform/optimize the plan

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Where TRA Fits

22MM Households

Matching what is seen with what is purchased

among anonymized 4.4 million households

Exposure:- TV- Online

Purchases:- Grocery- Auto- Rx Claims- Customer

Databases

Single Household

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4.4 Million HouseholdsAchieving the right composition for nationally

representative sample

Charter/Fourth Wall

TRA’s Set Top Box Data Sources

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Massive Naturally Occurring Data

Other HH Level Data Sources

• Tribune Program Data• Kantar Campaign Data• Experian HH Demographics

Removing Friction

• Nielsen Program Ratings

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TRA’s “Best of Breed” Purchase Data Partners

40 Million Households:• 30 Chains

• Kroger• Ralph’s• 2,500 stores

CPG

115 Million Households of Auto Registrations

AUTO

1.6 Billion de-identified healthcare claims at the person level

Healthcare

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Enabling Brands to Measure, Validate and Optimize (MVO) their Advertising

CPG BRANDS RX Brands

CRM Brands

Networks Agencies

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Greater CPG sales from smarter TV

allocations led to

4% sales lift across portfolio,

including 9% lift for one brand

Increased ROI

by 25% and

35% for two product

categories, with data-driven

planning

Measured a

126% sales lift from a product

placement in TV programming

Proved that TV drives new customer

purchase and digital drives

repeat purchase

With Proven Success

Top Performing

CPG Manufactur

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Major Hair Care

Brand

Leading Smoked Sausage

Brand

Proved a positive ROI and +11% Rx

sales lift attributable to TV ad exposure in

both the national and local

occurrence level.

RxBrand

Major CandyBrand

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TRA Growth: Cross Media Solutions

Use TRA TV and purchaser indices to plan/buy digital media:

• Reinforce messaging

• Reach digitally those missed on TV

Single-source cross media solution for:• Measuring the sales

impact of TV and Digital

• Understanding attribution to maximize ROI

TV & Digital MeasurementDigital Buying/Planning

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TRA’s Competitive Advantage:Ability to Look Around

the Corner

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The Only Company with its own STB

Inventors of the DVR, that today continue to revolutionize the way consumers watch and access home entertainment.

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TiVo: the Leading Innovator in Home Entertainment

Multi-Source ContentIntegrated with SVOD and

OTT

Whole HomeMedia withTiVo Stream

TiVo Mini

Best-in-class User Interface and Content

Discovery

Online & Mobile

Inventing the DVR was just a warm up

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Positioned in the Center of the Media Convergence

“TiVo is the best connected TV certainly in the U.K. and I would argue in the world. It is produced by connected TV experts. It's all they do, that's why we've partnered with them.”

— Neil Berkett, Virgin Media CEO

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TRA: Enabling Advertisers,

Agencies and Networks Navigate the Increasingly Complex TV Advertising

Landscape

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Q&A