Big Parc Media Plan Iq Podcast 061609

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

MediaPlanIQThe Key to Effective Allocation

What is MediaPlanIQ?

- The consumer-centric media allocation tool developed by Don Schultz, Ph.D., Martin Block, Ph.D. and Prosper Technologies

- Connects media usage, media influence to purchase in eight product categories, and shopping/consumption data from BIGresearch’s Simultaneous Media Usage (SIMM) study

- A holistic view of consumers & their media behaviors

- Provides inter-media usage comparison across media categories versus viewing media usage in silos

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

The consumer-centric MediaPlanIQ is the next plateau in driving ROI. The choices you make to allocate media need to be based upon how consumers are influenced to purchase through their consumption of 31 different media categories including traditional, digital, and in-store. You may be able to reduce budgets, focus promotions around consumer needs, and increase sales.

By connecting media usage, planned purchases in eight product categories, and media influence to purchase data from the SIMM with advanced proprietary analytics developed by Don Schultz, Ph.D., Martin Block, Ph.D. and Prosper Technologies, advertisers are now able to generate idealized media plans for a broad array of products and services.

Media Generations: Media Allocation in a Consumer Controlled Marketplace offers a look into this new media allocation model and the SIMM data behind it.

Media Generations

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

MediaPlanIQ Purchase Categories

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

Purchase Categories Included for Media Influence:

Electronics

Apparel/Clothing

Groceries

Home Improvement

Car/Truck

Medicines

Telecom

Eating Out

Financial Services (June 2009 SIMM 14)

The Outlook for Total Advertising 2009

22.6%

5.1%

4.6%

20.4%24.0%

6.4%

4.7%

12.2%

Television

Radio

Magazine

Newspapers

Direct Mail

Yellow Pages

Internet

Other Media

2009 Projected Ad Spend

Source: Magna Insider’s Report Robert Coen Presentation on Advertising Expenditure. December, 2008.

*2009 Projected Advertising Spend includes Local & National Advertising Expenditures

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

MediaPlanIQ Example - Car/Truck

Chart on left to be read as: When targeting consumers who are planning on purchasing a Car/Truck in the next 6 months, 36.4% of the media budget should be allocated to radio.

Chart on right to be read as: Of the 36.4% of media dollars that should be allocated to radio, 34.2% should be allocated to broadcast radio based on consumer reported influence.

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

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* Segment: Consumers in the Pacific U.S. Census Division who are planning on purchasing a Car/Truck in the next 6 months.

MediaPlanIQ Example – Eating Out

Chart on left to be read as: When targeting the selected consumer segment, 35.2% of the media budget should be allocated to radio to influence their Eating Out purchases.

Chart on right to be read as: When listening to the radio, 63.8% of the selected target consumer group are simultaneously going online (regularly or occasionally).

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

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* Segment: Consumers in the Pacific U.S. Census Division who eat at a Fast Food Restaurant 5 or more times in an average month.

MediaPlanIQ Example - Grocery

Chart on left to be read as: When targeting consumers who frequently buy Health & Beauty Aid (HBA) products, 29.4% of the media budget should be allocated to radio.

Chart on right to be read as: 82.2% of consumers who frequently buy HBA products listen to Broadcast Radio in an average week, compared to 66.7% of All Consumers.

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

* Segment: Consumers who indicated that, on average, they purchase Health & Beauty Aids twice a month or more.

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MediaPlanIQ Example – Electronics

Chart on left to be read as: When targeting Electronics Purchase Intenders, 33.0% of the media budget should be allocated to radio to influence their Electronics purchases.

Chart on right to be read as: 39.9% of Electronics Purchase Intenders listen to Rock radio formats most often, compared to 30.4% of All Consumers.

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

* Segment: Consumers who indicated that they were planning on making at least one of the following “big dollar” purchases in the next 6 months: Computer,

Stereo Equipment, TV, DVD/VCR, and/or Digital Camera.

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Prosper MediaPlanIQ- Using the Model

Prosper MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

Manufacturers and Retailers: Manufacturers have a current interest in understanding their channels. Finding a common ground for manufacturers and retailers to meet is likely more beneficial than looking at data produced by heat sensors or eye scans of customer traffic in store aisles. With the Prosper MediaPlanIQ, manufacturers are able to become much more consumer-centric and are better able to partner with their retail channels to facilitate product movement across all media. This allows them to connect external media to in-store promotion.

Media Companies: With the state of the economy and the skeptical nature surrounding ROI, the Prosper MediaPlanIQ offers a great opportunity for media companies. Presenting advertisers with a consumer-centric media plan and showing how to allocate through all relevant channels puts media companies a step ahead, allowing more revenue generation through ad sales.

Agencies: Prosper MediaPlanIQ offers many uses for agencies due to the variety of their client base. One use of the model is to present consumer-centric media plans to clients who are in need of more ROI accountability. Another use for the model is to help agencies design campaigns based on this holistic model in order to win work.

Contact Information

If you have questions or would like additional information on how MediaPlanIQ and the insights from the Simultaneous Media Usage (SIMM) study can be used to help your business, please contact:

Jenna Algie, Business Development [email protected]

Kim Rayburn, SVP [email protected]

MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

BIGresearch makes no warranties, either expressed or implied, concerning: data gathered or obtained by BIGresearch from any source; the present or future methodology employed in producing BIGresearch

statistics; or the BIGresearch data and estimates represent only the opinion of BIGresearch and reliance thereon and use thereof shall be at the user’s own risk.