@davemorgannyc Insight Presentation “TV Advertising's Data Driven Future is Here” Dave Morgan CEO Simulmedia
Aug 20, 2015
@davemorgannyc
Insight Presentation
“TV Advertising's Data Driven Future is Here”
Dave Morgan
CEO
Simulmedia
4
SPOT LEVEL MEASUREMENT TV TUNE-IN CONVERSION RATES
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
Simulmedia
Spots
Contextual
Spots
TARGET:
A18-49
5
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
A25-54 Viewers
Impressions Exposed Frequency Converted
Contextual Plan 117,206,850 77,331,323 1.51 4,025,176
Simulmedia 15,936,985 6,377,757 2.16 232,692
A25-54 & Watched Special Preview in January Viewers
Impressions Exposed Frequency Converted
Contextual Plan 6,439,467 4,423,079 1.42 953,275
Simulmedia 895,222
360,074
2.49
59,151
DRIVING TUNE-IN WITH ROI ACCOUNTABILITY
• December 28,2013 Las Vegas, Nevada
• Main Events:
• Chris Weidman vs. Anderson Silva
• Ronda Rousy vs. Meisha Tate
• Campaign Flight Dates:
12/19/2013 – 12/28/2013
• Simulmedia Budget:
$200,000
• Goal:
• Reach UFC target audience
and drive purchases:
M25-49 who watch the NFL
or NBA or College Football
or UFC Programing
UFC 168: AUDIENCE-BASED, CLOSED LOOP TV ADVERTISING
7
8
TV ADVERTISING WORKS 154% CONVERSION RATE LIFT FROM ADVERTISING
Unreached
Viewers
Reached
Viewers
UFC 168
Conversion
Rate for
Unreached
and Reached
Viewers
* Conversions are representative and not the
actual number of event purchasers
.12%
.31%
Viewers
254,646,043
Conversions*
301,550
Viewers
39,913,957
Conversions*
123,407
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
9
… AUDIENCE BUYING WORKS BEST AUDIENCE SCHEDULE YIELDS HIGHER CONVERSION RATE THAN CONTEXTUAL
Simulmedia
Schedule
Contextual
Schedule
UFC 168
Conversion
Rate for
Simulmedia &
Contextual
Schedules
.35%
.29%
Viewers
21,581,811
Conversions*
74,241
Viewers
22,020,104
Conversions*
64,497
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
* Conversions are representative and not the
actual number of event purchasers
10
AUDIENCE SCHEDULE DELIVERS 571% RETURN ON MEDIA SPEND
Return on Media Spend
Margin per purchase: $27.50
Revenue attributable to Simulmedia: $1,142,955
Simulmedia TV campaign budget: $200,000
Return on media spend: 571%
Simulmedia’s Conversion Contribution
Simulmedia Unduplicated Reach: 17,893,943
Unexposed Purchase Rate: 0.12%
Predisposed Purchasers Reached by Simulmedia 21,822
Simulmedia Unduplicated Purchases*: 63,384
Additional Purchases Attributable to Simulmedia: 41,562
*purchases are representative and not the actual number of event purchasers
Every dollar allocated to
Simulmedia generated
$5.71 in revenue.
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
12
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
FINDING FREQUENT MOVIE-GOERS
IN HIGH CONCENTRATIONS
6% OF PROGRAMS INDEX ABOVE 150
27% OF PROGRAMS INDEX ABOVE 150
0.5+
<0.5
VIEWERSHIP ON TV PROGRAMS WITH A RATING OF
VIEWERSHIP ON TV PROGRAMS WITH A RATING OF
WATCH 2+
MOVIES/MONTH
WATCH 2+
MOVIES/MONTH
13
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
PARAMOUNT PICTURES: NOAH
Time-frame:
February –
March, 2014
Spend:
$31,953,057.40
Target:
A18-49
14
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
PARAMOUNT PICTURES: NOAH
Time-frame:
February –
March, 2014
Spend:
$31,953,057.40
Target:
Frequent
Movie-Goers