Background...pg 3. Overview...pg 4-5. Targeting...pg 6. Our Approach...pg 7-8. Campaign Analysis...pg 9. Case Studies...pg 10-13

Transcription

1 2015 MEDIA KIT

2 TABLE OF BACKGROUND CONTENTS Background...pg 3 Overview...pg 4-5 Targeting...pg 6 Our Approach...pg 7-8 Campaign Analysis...pg 9 Case Studies...pg Reach Beyond The Demo...pg 11 Big Fast Reach...pg 12 Tune-in Conversion...pg 13 Testimonials...pg 14 In the Press...pg 15 Awards...pg 16 Traffic and Creative Specs...pg 17 Contact Information...pg 18 pg 2

3 BACKGROUND TV ADVERTISING IS CHANGING. SIMULMEDIA IS LEADING THE WAY. It is a tale of two TVs. TV content has never been better, with critically acclaimed content, new ways to watch, on the viewer s schedule. Yet for TV advertisers, the challenge has never been greater. The sheer reach of TV, the emotion of the advertising, the ability to tell a story, still remains. But finding the right person at the right time to deliver an ad well rehearsed in digital media today is still a dream of TV media buyers who seek to help their clients maximize the impact of dollars spent. While TV remains an efficient and effective way to reach target audiences, it needs to modernize to apply digital thinking to ad placements. That s where Simulmedia steps in, to help advertisers apply digital thinking to TV advertising, and match impressions to impact. Our company applies data science and measurement practices learned from digital advertising approaches to the traditional television advertising ecosystem and acts on them through the direct activation of large national TV campaigns. Simulmedia s initial success was to improve the impact of tune-in campaigns for TV networks. The company uses its proprietary tech platform to gather anonymous TV viewing data from set-top boxes and smart TVs, and overlays that with other 3 rd party sources of TV viewing data. Our algorithms then predict which shows the target audience will watch, and target them with relevant ads. After campaigns run, Simulmedia is able to measure how many targeted viewers tuned into the show through a closed loop analysis enabled by their viewing data sources. After running hundreds of successful tune-in campaigns and proving out the business model, in early 2012 Simulmedia expanded the client base to help brand advertisers across multiple industry sectors achieve cost effective targeted TV reach, and map those impressions to business impact. The company uses the same data to assess the viewing habits of your target audience, to deliver not just the media, but also the business impact. To date, Simulmedia has worked with advertisers in casual dining, QSR, alcoholic beverage, soft drink, credit card, CPG, travel, financial services, mobile, and entertainment industries. WHO WE ARE Simulmedia is a television advertising company that uses technology to maximize ad placements at national scale. The company maintains strong partnerships with over 80 cable networks and 9 of the top 10 MVPDs. The company was founded by serial entrepreneur Dave Morgan in Dave previously founded TACODA, an online advertising company that pioneered online behavioral marketing and was bought by AOL in Before TACODA, Dave founded Real Media, one of the world s first ad serving and online ad network companies and a predecessor to 24/7 Real Media, now owned by WPP. DAVE MORGAN, FOUNDER AND CEO Simulmedia has raised more than $60 million from blue chip venture investors, including Avalon Ventures, Union Square Ventures, Time Warner Investments and Valiant Capital. The company s senior executive team includes individuals with extensive backgrounds in digital media, advertising technology, financial engineering, data science and physics as well as statistics, zoology and pharmaceuticals. PROVEN TEAM BLUE CHIP INVESTORS pg 3

4 OVERVIEW SIMULMEDIA AUDIENCE NETWORK SM TARGET AUDIENCES AND DRIVE ROI AT NATIONAL SCALE Every year, more content providers, channels, and program options increase TV audience fragmentation. This growing trend makes true audience reach increasingly difficult for advertisers to buy at scale. And with two-thirds of all TV programs currently earning less than a 0.5 rating, this trend is also distorting the value of media owners inventory. SM The Simulmedia Audience Network solves for TV s fragmentation problem by reaching more TV viewers than any two broadcast networks combined and providing advertisers with a one-stop shop to reach any audience at scale. Through partnerships with over 80 national cable networks and 9 of the 10 largest multichannel video programming distributors (MVPDs), Simulmedia delivers national ad campaigns with guaranteed target audience impressions of 10 NATIONAL NETWORKS LARGEST MVPDs 110M HOUSEHOLDS pg 4

5 OVERVIEW SIMULMEDIA AUDIENCE INSIGHTS DATABASE APPLY AUDIENCE DATA DIRECTLY TO ACTIONABLE TV MEDIA DECISIONS Data is only valuable if you can act on it. Simulmedia understands that great data sources must be used to drive efficient and effective TV campaigns, and tie them to business outcomes. The Simulmedia Audience Insights Database connects multiple behavioral, financial, transactional, viewership and ad occurrence data sources to develop the most accurate view of what your target audience is watching today, and how you stack up against your competitors. BUY LUNCH DAILY TRAVELS 2X/MONTH BUYS OVER $100/MONTH YOGURT LOVERS FIRST-PARTY CLIENT SALES DATA ACTIVATE 50M VIEWERS VIEWING DATA (SET-TOP-BOX & DEVICE) NIELSEN NATIONAL PANEL DATA TARGETING DATA (MRI, NBI, NCS, etc) SIMULMEDIA INVENTORY Reach real consumers, not broad demos Simulmedia knows advertisers take pride in the hard work done to identify the right audience to target. That audience is more detailed than a simple age/sex demographic. Simulmedia links purchase and transactional data sets to TV viewership data to make TV advertising more targeted and accountable. We activate and in most cases guarantee delivery of ads using NBI (Nielsen Buyer Insights), and MRI datasets, and report on the direct impact these segmentations have on your campaign success. pg 5

6 TARGETING SIMULMEDIA HAS THE LARGEST DATABASE OF CONSUMER TV VIEWING HABITS With our predictive technology and expansive reach, we can place you in front of the best audience for your campaign. TARGETED REACH, AT NATIONAL SCALE Simulmedia reaches more of your target audience than endemic networks can because we find the audience wherever they are watching TV. CPG FINANCIAL Simulmedia reaches more health conscious women than OWN, E!, WE, Lifetime, Hallmark and Food Simulmedia reaches more high income individuals than Fox News, Golf, CNN and MSNBC ADVANCED TARGETING Simulmedia can target any combination of the following attributes: RECENT EXAMPLES The following are examples of recent campaigns run using our platform and media: ADVANCED TARGETING OPTIONS: + Demographics and Psychographics TARGETED AUDIENCES EXAMPLES: A18+ who eat at Domino s, Papa Johns, Little Cesars or Pizza Hut + + Purchase data A35-64 with Investable Assets of $100K+ Views of competitors ads Hispanic Adults who speak English + Viewer behavior A18-54, $60K+ and have a mobile shared family plan + First-Party Data M18-49 who watch AMC s Walking Dead DATA PARTNERS: pg 6

7 OUR APPROACH DELIVER AND MEASURE IMPRESSIONS TO IMPACT Working with Simulmedia, you will get deep, data-driven analysis of your target audience, an understanding of the best schedule to reach your audience-driven goals, and insight into the impact of your business objectives. Simulmedia delivers results in two ways. We can add to your base TV media plan quickly or with pockets of reach you have not been able to find otherwise, Additionally, we can pair with your data to prove the impaction of each impression you deliver to provide you clarity on your Return on Ad Spend (RoAS). AUDIENCE REACH: REACH FAST: Mass audiences can be delivered faster than any individual network on TV can deploy, thanks to our reach and scale. Fast Reach is well suited for: Limited time offers Seasonal sales New product launches Movie promotions AUDIENCE OUTCOMES: LOOK BACK: Match 1st or 3rd party data to your media placements to identify your most successful target audiences. Matching can be done to compare: CRM Data Sales History Search or site traffic REACH WIDE: Base TV plans provide great coverage LOOK ALIKE: Using the input from the look back to generate GRPs. But when the base plan doesn t Simulmedia can execute a campaign schedule that find its way to the most valuable targets, Extended reflects your best customers, expanded to all potential Reach gives ad buyers that extra cover with minimal households with the same profile or behavioral effort. Extended Reach is best used to: characteristics Secure placements on non-endemic networks Create conquest campaigns targeting competitors schedules Targeting those hard-to-reach audiences not found on the base plan, without over-delivering on frequency www. s i m u l m e d i a. c o m in fo@ simu lme d ia.c om LOOK BEYOND: Predict the viewing habits of your target audience, and define a TV media schedule that drives business outcomes based on your companys specific goals pg 7

8 OUR APPROACH DELIVER AND MEASURE IMPRESSIONS TO IMPACT Working with Simulmedia, you will get deep, data-driven analysis of your target audience, an understanding of the best schedule to reach your audience-driven goals, and insight into the impact of your business objectives. CAMPAIGN BENEFITS 1 ADVANCED REPORTING 2 Highlight duplicated and unduplicated target audience reach Provide information at the spot level after a campaign has run Tie media purchases to consumer actions, to prove the ROI of your ad spend ATTRIBUTION OF TV DOLLARS TO RESULTS Show network reach for Simulmedia and the other networks included in the campaign For TV marketers, prove the value of tune-in, video on demand & pay-per-view campaigns Retail, travel, wireless and other direct to consumer sectors that value targeting and business outcomes can attribute TV placements to actions that appear in CRM or loyalty data 3 CAMPAIGN EXECUTION & MANAGEMENT www. s i m u l m e d i a. c o m in fo@ simu lme d ia.c om Comprehensive campaign management from planning to activation to reporting on results Careful analysis of each campaign to determine the best schedule during the anticipated flight dates pg 8

9 CAMPAIGN ANALYSIS COMBINE DATA SCIENCE & TECHNOLOGY TO GAIN INSIGHTS Review your brand s performance and chart it against your competition. AUDIENCE RESEARCH Dive into national TV ad campaign data for nearly 5,000 brand advertisers. By understanding the breakdown of a campaign s reach, frequency and cost, advertisers and agencies can be more strategic in the way they think about and buy television media to reach the target audiences more efficiently. AUDIENCE PLAN Simulmedia s planning tool helps you get smarter about your upcoming TV schedule, and see the scale of the SM Simulmedia Audience Network in action for your brand. pg 9

10 CASE STUDIES

11 CASE STUDY REACH HIGH NET WORTH INDIVIDUALS ON TV AS EFFICIENTLY AS POSSIBLE Simulmedia maximizes budget for a financial services company. CHALLENGE CHALLENGE: A financial services company agency tasked Simulmedia with executing a campaign to reach A35-64 with Investable Assets of 100K+. APPROACH APPROACH: Leveraging our data and predictive analysis, Simulmedia identified a schedule close to 1,000 high indexing, often counter-intuitive targeted ad units across 55 cable networks that ran over a 2 week campaign. 21% OF TOTAL BUDGET DELIVERED AD UNITS NUMBER OF NETWORKS RESULTS Cost Per Thousand Reached for A35-64 with Investable Assets of $100K $94.46 Campaign s network average $85.51 $81.92 $63.04 National Cable Direct Response Simulmedia 56% TARGET AUDIENCE REACHED Reached 56% more of the defined target than the next best network 25% LOWER COST PER THOUSAND REACHED Achieved a 25% lower cost per thousand reached than the campaign s network average. Simulmedia was more efficient than both direct response and individual cable network buys Source: Nielsen, GfK MRI, Kantar Media Intelligence and Simulmedia Audience Insights Database pg 11

12 CASE STUDY SERVE UP TARGETED REACH Simulmedia finds an efficient way to reach a large amount of a targeted audience in a very short timeframe. CHALLENGE CHALLENGE: A quick service restaurant (QSR) needed to bulk up their GRPs against A18-49 to meet their year end goals. Due to audience fragmentation, the QSR was having trouble finding an efficient way to reach a large amount of their target audience in a very short timeframe. APPROACH APPROACH: Simulmedia ran a four day long campaign for a quick service restaurant (QSR) and achieved significant reach by buying over 2,200 spots across 76 networks. Simulmedia promised to reach the target audience during a short timeframe and measure the impact of the TV promotion. 15% 2, OF TOTAL BUDGET DELIVERED AD UNITS NUMBER OF NETWORKS A18-49 Reach by Network Chart shows total and unduplicated reach of A18-49 Duplicated Reach Unduplicated Reach RESULTS 30.0M > 25.0M > 20.0M > 15.0M > 17% TARGET AUDIENCE REACHED Delivered more unduplicated reach than any other network delivered in total reach. 30% LOWER COST PER REACH Achieved a 30% lower cost per reach point than the campaign s network average. Simulmedia delivered the lowest cost per reach among the top reaching networks on the plan. 10.0M > 5.0M > 0 > TBS USA TNT MTV FOX FX TVLAND AMC SYFY ESPN COMEDY CMT VHI SPIKE MTV2 NATGEO AETV TRUTV CARTOON FUSE ABCFAM LIFE BBCA G4 FOXNEWS APL NFL OXYGEN Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Insights Database pg 12

13 CASE STUDY ATTRACT VIEWERS TO TUNE INTO A NEW TV PROGRAM Simulmedia creates a new metric to help value the ROI of tune-in marketing - Cost Per Converted Viewer CHALLENGE CHALLENGE: A major broadcast network was premiering a new show in a competitive timeslot. Due to audience fragmentation, the network recognized that it would have to work harder to find and attract viewers to tune into their new program. APPROACH APPROACH: The agency and Simulmedia identified a new metric, cost per converted viewer (CPCV), to measure the efficiency of the TV ad spend on tune-in. Then, Simulmedia drove viewers to the show s premiere at an agreed-upon CPCV. Simulmedia analyzed viewer data of surrogate shows, those programs defined by the client as having an audience likely to watch their premiere. With that analysis, Simulmedia s audience targeting platform predicted placements for reaching high concentrations of the target audience. 29% 73 OF TOTAL BUDGET NUMBER OF NETWORKS Broadcast Networks ROI 450K A18-29 CONVERTED VIEWERS RESULTS 27% more efficient based on CPCV than all of the other networks on the plan combined. Simulmedia drove more viewer conversions than any other network 29% 35% 41% % of Budget % of Demo Reached % of Conversions 41% TOTAL CONVERSIONS Drove 35% of the A18-49 viewership and 41% of the total conversions Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Insights Database Database pg 13

14 FROM OUR PEOPLEFRONT, QUOTES FROM THE STAGE TESTIMONIALS Industry veterans talking about how people-based ads and outcomes are a big part of the future of TV media. This initiative with Simulmedia signifies an important Nielsen move to seek out innovation to bring meaningful insights to our clients and the industry. We look forward to continued collaboration with Simulmedia. STEVE HASKER, GLOBAL PRESIDENT OF NIELSEN 09/23/14 Simulmedia does have a really big wealth of data and Information to partner with. It s not just about a 1-on-1 client. It s about finding stories in that data like what is the very best fit for Investigation Discovery. SHARON O SULLIVAN, EVP, AD SALES DISCOVERY COMMUNICATIONS 09/23/14 pg 14

15 IN THE PRESS 11/2014 Television is ways away from being programmatic, but companies like Simulmedia are bringing programmatic thinking to linear television buying audiences instead of buying content. I think this is where we are heading fundamentally. Television is still the best storyteller. DOUG RAY Global President of Carat 10/27/2014 In the case of Zicam Simulmedia is going to zero in on individual TV shows that reach high concentrations of Zicam s key targets (such as women with children who make household purchases) using a combination of consumer shopping data from GFK MRI, Nielsen ratings data and set top box data FR OU A p veter Simu ple-b 10/31/2014 We worked with [Simulmedia] to purchase TV inventory to reach this target audience, he said adding that Choice Hotels ran spots on both cable and TV networks. The ultimate goal was to get more people to book travel on Choicehotels.com. It outperformed some of Choice s other traditional TV buys by as much as 20 percent or more in some cases. ROBERT MCDOWELL Senior Vice President of Marketing and Distribution at Choice Hotels 10/20/2014 Adlens didn t have millions of dollars to splurge on endless TV spots. Instead, True North turned to the nascent world of programmatic TV advertising Simulmedia enabled the agency and its client to focus on buying a particular audience rather than advertising against a particular program. 10/11/2012 [Simulmedia] has run the numbers on virtually all national TV campaigns over the past three months The future of TV media is the data-driven assembly and aggregation of hundreds of thousands of small spots together in precise ways rather than the mass blind buying of big TV shows. pg 15

16 AWARDS AN AWARD-WINNING PLACE TO WORK Simulmedia has created an environment that is casual, fun & innovative. Crain s 2014 Best Places to Work in New York City Crain s 2013 Best Places to Work in New York City Crain s 2012 Best Places to Work in New York City pg 16

17 TRAFFIC AND CREATIVE SPECS SPOT DELIVERY The following spot delivery instructions are required to enable timely campaign flights. OPTION 1: EXTREME REACH, OUR EXCLUSIVE PROVIDER Please upload spots to Extreme Reach and contact your client representative to have creative shared with Simulmedia (same ISCIs/Ad-IDs per instructions). Please do NOT send media directly to Simulmedia via Extreme Reach OR any other distribution vendor - Simulmedia will NOT use or access any media shipped to Simulmedia. Simulmedia will use traffic instructions as authorization to have Extreme Reach assign ISCIs from your creative library to the Simulmedia creative library. OPTION 2: COMCAST AD DELIVERY, AT YOUR REQUEST If you do not work with Extreme Reach, you can request that we use Comcast Ad Delivery. Please contact traffic@simulmedia.com. FILE AND CONTENT SPECIFICATIONS COMMERCIAL DELIVERY INSTRUCTIONS GENERAL SPECIFICATIONS Both SD and HD versions of creative are required. All ad creative must be in house at Extreme Reach OR Comcast Ad Delivery no later than five (5) business days prior to the commercial air date. * All traffic instructions must be received by Simulmedia (traffic@simulmedia.com) no later than five (5) business days prior to the air date. Instructions must include: Client, Title(s), Dates, AD-ID, Length(s), Rotation(s), Start/End-Time Restrictions (if applicable). Simulmedia will Not guarantee replacement of commercial if it is assigned the same AD-ID as a former ad version. For SD and HD versions of the same spot, ISCI codes must be identical (HD version tagged with an H at the end). Filenames must be identical to Ad-ID/ISCI slate. Filename must only include alphanumeric characters. For ALL Tune-In Campaigns: DDT information and network bug only to appear in last 3 seconds of ad. Always provide alternative copy excluding all social media (including hashtags & URLs) and TV everywhere (mobile application, web viewing, etc) promotion. * Please alert Simulmedia as soon as creative is uploaded to Extreme Reach or Comcast Ad Delivery QUESTIONS? Contact Eileen Besozzi about creative specs at or eileen@simulmedia.com pg 17

18 CONTACT INFORMATION Simulmedia New York (HQ) 670 Broadway 2nd Floor New York, NY (e): (t): Simulmedia San Francisco 274 Brannan Street, #601 San Francisco, CA (e): (t): Advertise with Simulmedia (e): (t): Partner Relations (e): (t): Business Development (e): (t): Press Inquires George H. Simpson (e): (t): Trafficking (e): (t): Connect with Us: pg 18