1. ® ® Transforming Advertising Response Into Growth Scoring Media for ROI Potential Jim Spaeth & Leslie Wood Media Trust

2. ® An ROI-related media selection application Evaluate and score media programs, media types and dayparts in terms of advertising value –the ability to generate incremental sales –by enhancing the communication of the brand selling message Reveals hidden value not reflected by audience size, composition, or contribution to reach

3. ® Our agenda New perspective on advertising value New benefits from single-source data New method New learning New implications … for an age old business problem

4. ® A new perspective on advertising value? Single-source brings ad effects into stark relief –As UPC data did for promotion –Contrast between exposed and unexposed purchasers isolates ad effects clearly FROMTO Learning TheoryRecency Effective FrequencyReach Maximization FlightingContinuity The last time we had single- source data, the media world changed: What new learning will emerge from recent work? Will it change marketers perspective on advertising value and reverse the flow of funds back to advertising?

5. ® New benefits from single-source data Weve known … Single-source data enables more effective management of advertising performance –By tracking sales response in near real time Single-source data enables more effective management of media productivity –Through more productive targeting And now … Single-source data enables management of advertising- media synergies –By identifying media environments that enhance advertising performance

6. ® New benefits from single-source data Game-changing for the media and advertising industry: –As a supplement to currency audience measures –A measure of additional value –Based on sales response, advertisers key objective

7. ® Media Ad Xponent (sm) technical notes This is an early exploration of this measure, and we do not recommend that the findings be applied yet Built on many years of experience with single-source data, most recently on 2 years of experience in analyzing Project Apollo data Deals exclusively with advertising-to-sales response Based on a 28 day ad response window Scaled from 0 to 100 Built from the ground up, accumulating micro measures Normalized for creative imbalances by mustering and borrowing strength among the available observations

8. ® Early learning 1.There are very significant TV program and genre effects on advertising response 2.They appear to differ by product category 3.Our initial perspective is that creative continues to be the biggest source of variation in advertising response, but program effects are also very sizeable 4.Single source data once again demonstrates enormous power to quantify these kinds of effects

9. ® Scores for genres vary by advertised category Detergents Specialty Soap

10. ® New Implications … for an age old business problem

11. ® The need Media marketplace decisions have been informed by historical research and a resultant common understanding of media values offered by various: –Media types –Dayparts –Genres –Programs This has been unsettled by: –Increasing consumer control … DVRs etc. –Decline of program quality … exposed and exacerbated by the writers strike Necessitating a new means of determining the comparative value of exposures in various media –Amplified by the call for media accountability –Engendering the excitement about … Engagement

12. ® Our conclusion: a new solution Whats the value of an exposure? –Requires more than recall –Requires a behavioral measure of sales impact Complementary to measures of: –Audience size, composition, and cost –To provide for a complete valuation of media options –Without guesswork or surrogate measures Readily integrated with measures of advertising efficacy –Enabling the integrated management of media and advertising Completing the holistic perspective on the value of media choices

13. ® Advertising Effectiveness Research Tools CT CT = Copy Testing MM MM = Market Mix Modeling a = advertising m = marketing Can single source data evolve into a nearly real-time decision support system? Target audience value Advertising value Media value SS SS = Single Source Analysis TR TR = Tracking Power Speed (from data to decision making) MMm MMa TR SS CT