SALES CASE STUDY CONTEST WINNER: JENNA OVERALL

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1 SALES CASE STUDY CONTEST WINNER: JENNA OVERALL NAME: Jenna Overall - CBS Outdoor AWARD: Simple and Efficient Use of EYES ON in a Small Market, Small Client Scenario CLIENT: Baby Love Shoppe MARKET: Flint, MI 1. Audience centered metrics can work for the smallest clients and in markets of all sizes. 2. Even simply selling impressions from a target audience can be pivitol in proving the value of dollars spent in out of home. 3. TAB ratings and out of home can help drive social media engagement from a target demographic. Baby Love Shoppe is a premier baby boutique in downtown Flushing, MI. It is a small business that offers premium baby gifts, essentials, photography, etc. Their initial expectations of out of home were that it was a medium for much bigger businesses and they would not be able to afford it. Typical customers at the Baby Love Shoppe include mothers, expecting women, and grandparents. In order to get the most out of their ad dollars, a demographic profile of females, ages 18+, in Genesee County, with an annual household income of $75k+ was chosen as the target for the campaign. Baby Love Shoppe ultimately wanted to create brand awareness among their target demographic and drive traffic to their single location. The client s limited budget, $2,000, afforded only one bulletin. Jenna pulled impressions against women with a household income of $75k or more in Genesee County and narrowed it down to one unit that worked both demographically and directionally. The client was impressed with the targeted nature of the plan recommendation over other media formats. They went on to spend four times the original budget because of comfort with TAB Out of Home Ratings by extending the length of the campaign. Baby Love Shoppe has since seen increased store traffic and Facebook interaction. TAB Out of Home Ratings promise to redefine the industry by allowing buyers and sellers to buy and sell ratings and impressions from an audience, instead of simply locations to place a message. However, this does not mean that metrics shouldn t be used when examining individual locations or don t apply to clients with a single store front or in need of directional inventory. In fact, if a client has limited ad dollars, these ratings can be invaluable in selecting the right unit(s) for the client and limiting wasted ad dollars.

2 SALES CASE STUDY CONTEST WINNER: LINDSAY WILBECK NAME: Lindsay Wilbeck - Clear Channel Outdoor AWARD: Best Use of EYES ON in a Large Market Scenario CLIENT: Advocate Health Care MARKET: Chicago, IL Advocate Health Care is a hospital with eight locations in the Chicago area. They use HY Connect, a Chicago/Milwaukee agency, to plan and purchase their media in the market. 1. Local and regional agencies are an especially receptive audience for out of home ratings. 2. Ratings can prove the value of out of home as more than just a near store presence. They prove the value of full-scale out of home campaigns versus other media in large markets. Advocate Health Care s target audience for this campaign was a gender-specific age group, but was omitted from sharing with the public by the client. The client s goal was to deliver demographically targeted, local coverage for each of Advocate Health Care s eight hospitals in the Chicago DMA. Lindsay began by demonstrating what is now available for out of home and showed how these metrics can be applied to deliver the criteria for the client s ideal media plan. She then identified the top rated boards for Advocate s demographic. This proved to be a great way of analyzing the delivery of certain surface streets vs. highways and allowed her to prove the value of the suggested units based on verifiable metrics, not assumptions about which road type or location was best. The client approved a significant budget extension in terms of vendor share, timing and formats used which resulted in money being taken from other media to support out of home goals. The agency is now requesting TAB Out of Home Ratings for all out of home proposals submitted. Providing clear rationale for the number of out of home units required for effective coverage and identifying individual units offering the highest efficiency are principals of selling with TAB ratings that can be applied to all types of sales with all types of clients. Using TAB Out of Home Ratings builds both buyer and seller confidence in the power of metrics to help compete within the increasingly fragmented and cluttered media landscape.

3 SALES CASE STUDY CONTEST WINNER: KEITH AUSTIN NAME: Keith Austin - Lamar Advertising AWARD: Selling Based Solely on Metrics CLIENT: Knox County Health Department MARKET: Knoxville, TN The Knox County Health Department provides health related services and education to the general Knox County population. The client required written bids as actual sales presentations were not permitted. Therefore, the data had to stand on its own. 1. The power and neccessity of ratings is most easily observed when removing all other factors of the sales pitch. Ratings can prove the value of out of home on paper which can be a tremendous asset in many situations. 2. TAB Out of Home Ratings allow you to present several options for a client to consider that go beyond various locations around town that may be appealing or showing levels. The county was looking to reach those most at risk and with the highest rates of smoking: adults 18+ with a household income of less than $25K a year. They wanted to increase calls to the Tennessee Quit-Line and ultimately motivate adults and young adults to quit smoking. Using TAB metrics for all panel information allowed Keith to present targeted data on Lamar s inventory: showing all bulletins and posters in the market ranked according to their percentage composition of adults 18+ with $25K or less household income. Based on the above, three proposals were submitted comprised of different media mixes of posters, bulletins, and digital displays. The client praised the campaign as a success as the utilization of TAB audience data allowed them to make informed decisions on site selection to target the desired audience. The resulting units utilized were in the ideal locations and having the neccessary data to back these choices up made the client even more comfortable spending in out of home. With such a niche target, TAB metrics were able to educate both the seller and client on the optimal media mix and the best locations. By not allowing a live presentation, the numbers truly had to speak for themselves and ultimately helped leverage the plant s ability to cover the desired target. In most cases, metrics will justify, bolster and expand ad sales, but cases like these show that sometimes a sale or buy just isn t possible without them.

4 SALES CASE STUDY CONTEST WINNER: DIXIE HICKS NAME: Dixie Hicks - CBS Outdoor AWARD: Best Use of EYES ON in Postioning Out of Home Against Other Media CLIENT: South Carolina State Fair MARKET: Columbia, SC 1. EYES ON can help position out of home against other media in a way that wasn t possible until now. 2. Educating the client is key. Presenting metrics without context or explanation of the measurement system will only help advanced buyers of other media or people already familiar with TAB Ratings. Many clients, even those at agencies, are not. The agency Post No Bills was hired to promote the South Carolina Fair and promised that they would bring a fresh approach to the way they bought and executed their advertising. Post No Bills wanted to reach families of all demographic profiles in the Columbia CBSA. They wanted to increase attendance at this annual event by bringing together families with children of all ages from the entire metro area. Beyond discussing the benefits of her proposal versus alternate investments, Dixie provided impressions and CPMs to demonstrate efficiencies against the target audience and other media. By using metrics to compare the delivery of out of home to that of other media, Dixie provided a quantitative rationale for spending in out of home. Education on metrics and delivery provided a compelling rationale resulting in success: bulletins were added as a primary medium at the expense of other media. The success of CBS Outdoor s partnership with Post No Bills contributed to the agency retaining the client for another year and Post No Bills earning top honors for the 2011 South Carolina State Fair at the 121st Annual International Association of Fairs and Expositions (IAFE) Convention in Las Vegas. Using TAB Out of Home Ratings allows you to examine audience delivery in meaningful terms to help the medium stand out against the competition. This advantage is the same for the local sales person as it is for a national representative: representing the medium using the same language as other media is the only way out of home will be able to take ad share away from them.

5 SALES CASE STUDY CONTEST WINNER: DONNA HERRERA $ $ $ $ $ AGENTS NAME: Donna Herrera - Lamar Advertising AWARD: Best in Show CLIENT: State Farm Insurance MARKET: Albany, NY In businesses all across America, co-op budgets are being cut and local ad dollars are being spent by a corporate or regional office with or without the help of a local agency. This means ad dollars need to be earned and the value of inventory needs to be proven in no uncertain terms. TAB ratings give you the tools neccessary to do so. $ CORPORATE 1. Reach and frequency is a powerful tool in planning and analyzing a campaign. Understanding how they work can help you put together smarter campaigns. 2. Many ad sales cannot simply be made with a story and a handshake alone. In fact, the clients and agencies with the biggest budgets are demanding metrics to evaluate their return on investment more than ever. State Farm Insurance used co-op funded out of home in Albany so agents could target their geographic area and own the town with his/her photo and message on the boards. In 2011, co-op budgets were eliminated and agents had to fund their own programs. Lamar was to loose $100,000 in potential billing for In order to get it back, the agency now in charge of those ad dollars would need to be convinced. Their target audience was adults, in Albany, NY with an emphasis on Schenectady and Warren counties. The agency s focus was for branding, not serving individual agents in local offices as in the past. The agency played a large role in justifing which markets should receive corporate funding. They were looking for markets which have the most potential for auto insurance growth and for media in those markets that demographically and geographically deliver high reach and frequency. Donna delivered a plan of posters and bulletins that surpassed reach and frequency goals against adults in the counties that interested State Farm the most. Lamar gained back $34,000 of those ad dollars in the first half of the year due to the metrics presented for out of home vs. those of other media formats. They have already determined that out of home will be part of their plans for the second half of the year. By being able to understand both the needs of local clients and the needs of regional or national clients (e.g. using target impresions versus ratings and reach & frequency), it is possible to present out of home metrics in a way that is both powerful and meaningful to the client. This ability to use TAB ratings flexibly to enhance and prove the value of out of home is an enormous advantage now available for the entire industry. c 2012 Traffic Audit Bureau for Media Measurement, Inc.