1. Overview/Demo

2. Most Major Cable Nets Use GRiPit!
Comcast/NBCU – E!, Esquire, Golf, NBCSN, CNBC, MSNBC, Oxygen, Weather Channel, USA, etc.
ESPN – ESPN, ESPN2, ESPN News, ESPNU, Classic, Deportes, ESPN Mexico
AETN – Lifetime, LMN, LRW, History, VICE, History Español, A&E, Military, etc
FOX – NatGeo, WILD, Speed, Fox Sports
Scripps – HGTV, Food, Travel, Cooking, DIY, GAC
Hallmark – Hallmark, HMN
Discovery – All Domestic and International (UK, European markets, and Latin America)
Disney – All Domestic and International (UK)
Bell Media and Corus (Canada)
And many more……

3. Bigger Picture Planning Includes On-Air
Increasing frequency among current viewers quickest path to increased ratings
Research data across many networks measures that On-Air drives 75%+ of all tune-in
Largest Advertiser on any channel is yourself, often consuming inventory at significant value
Off-Air & Cross Channel Promotion need to take on-channel inventory into account when making allocation decisions
ALL campaign promotion pieces (on all platforms) have to work together for a campaign to truly be effective.

4. The End Goal The Problem: The Goal:
“The reality is that most of us make too many promos, of the wrong length, then air them at the wrong time” (Lee Hunt, Promax 2003)
“Too often networks forgo the need to hit effective reach & frequency – to run a promo enough to get people to act on it because they have so many other programs to promote” (Lee Hunt, Promax 2011)
The Goal:
Its all about getting the right message, to the right people, the right number of times…. Without decreasing viewer engagement and burnout
Media Math is the key behind all of Television Advertisement
Everyday their commercial will reach a certain number of viewers.....
Everyday they air their commercial multiple times…

5. What Is GRiPit!
GRiPit! is the only software system that can effectively manage, optimize, schedule and report on your on-air primary and secondary campaign schedules
Secondary events are highly automated
GRiP-it! software interfaces with your Traffic system and Network Research data to optimize the scheduling of on-air assets to:
Manage/Achieve best reach and frequency results for campaigns
Maximize impact of each creative material made
Promote the most Programming possible every week
Many clients utilize Grip-it and its long term planning aspects in projecting future program schedules
GRiP-it! schedules based on audience impact, not on # spots aired:
This is a dynamic environment involving the placement of 50,000+ or more spots/secondary events over the course of a year on an average network—too much data to optimize effectively manually.

6. What Is GRiPit!
The system also handles secondary event planning and scheduling for many clients
Have also built interfaces to Graphic systems enabling both dynamic graphics, as well as “Front Rendered” graphics highly automating creation process
Allows handling of WOO data, Graphic insertion/non-insertion points
System also has other modules including Long Term Planning, Consolidated Reporting, FCC Protection, etc
.There is an option for planning and scheduling channels that are not rated at a significantly reduced cost – services smaller groups and allows “single” Promo solution for mixed groups

7. GRiPit!® Main Weekly Planning Screen
Total potential GRP values shown for each day
Available Spot info is pulled directly from Traffic Log
Total potential GRPs by Demo
After GRiP-It! Optimizes, it calculates achieved reach and frequency for each campaign
User sets Priorities and GRP goals for each campaign 7

8. GRiPit!® Campaign Details - Targets
Tape Library
Target Demo:
Choose best relative Audience for campaign
Rank Tables:
Choose specific program Audience
Weight by Day:
Increase impact on the day of air/day before 8

9. Where GRiPit! Will Help
GRiP-It! will find the right audience for each campaign separately where that audience separately views
“Young” Programs promoted to young viewers
“Reality” Programs promoted to “Reality” viewers
Looks for “Win-Win”
GRiP-It! will help ensure each audience sees a campaign the right number of times
Need at least 3-4 views to be effective
GRiP-It! will help time the campaign to Peak at the right times
Build excitement on the right days & times
GRiP-It! can better leverage All your promotional messages
Standard Promos
Barter/CrossChannel
Navigation
Sponsorships
Secondary Events
Squeeze Credits
Local Opt Outs
Reclaimed Unsold Sales Opportunities 9

10. Data Sources Research Data from NPower , Infosys, etc
Ratings: Assigned at a level of individual half-hour, quarter hour, minute by minute, etc, individual day & by demo (using actual NOT sales estimates)
Cume/Reach: One and four week daypart reach figures are used, in conjunction with ratings, to model the reach/frequency profile of each schedule.
Matrix: Duplication Analysis
Custom report from Research data that analyzes the duplication of viewers from one program to another. Can look at duplication across your own programs as well as competitors
Rate card Values
Add rate card values by daypart to add a monetary value to on-air campaigns.
Traffic System – Interfaces Directly with All Traffic Systems
Avail Units
Promo Media library
Program Schedule

11. GRiPit! Reports Report Types
Portfolio Campaigns Overview
Campaign Details
Inventory Summary
Spot/Creative Usage
Log Details
Campaign Lifecycle
Now reports can give broader perspective of total campaign spend (opportunity cost), R/F to determine effectiveness, creative usage, promo inventory reports, etc.
For both Primary and Secondary Events

12. Evolution of On-Air OLD Processes New Processes: Gripit!
Limited insight into actual promo avails/inventory
Manual placement of spots (no real targeting capabilities)
Majority of planners’ time is spent placing spots rather than developing media plans
Limited data available for on-air planning – little to no measurement of total reach
Manual assignment of media and poor asset management
Reporting inconsistent and does not provide effective R/F and spot utilization info
New Processes: Gripit!
On-Air Inventory Management
Actual Promo avails downloaded from log
Real-time insight into avails (spot length & GRPs)
Schedule/Plan by specific demos, priority ranking, and total GRP’s desired to be reached
Utilize detailed Nielsen data to determine optimal placement of each and every promo campaign spot
Real-time reporting on campaign performance/delivery

13. What Changes/Implementation?
What Process Changes are going to occur in your business:
Increased planning on the front end
Increased Coordination with Traffic Team
Potentially new guidelines for #Campaigns Supported Per Week
Given viewing audience & available promo time, may have to
Run less or more campaigns
Run some campaigns for longer/shorter duration
For each campaign, increased focus on
What is the marketing objective?
What is the target audience?
What are the creative assets being produced?
What are the Competitive and/or similar shows?
Any sponsorships?
Implementation
Acquiring Research data initially takes approx 4-5 weeks
Interfaces already in place for most traffic systems
Onsite implementation is usually 2 per net in duration, and includes all training on system, as well as Media Planning and Media Math training

14. Support Model
EMS provides support in the US out of 3 primary locations, New Jersey, Washington DC, and Los Angeles
Telephone Helpdesk support is available between the hours of 6AM – 11PM EST, Monday to Friday.
After hours support is also provided for High Priority level calls 24 hours a day via cell phone call list provided to each client
Each client group is assigned a Primary Sales and Support representative. For our larger clients Full Time or near Full Time support is provided, including on-site representation
New releases of the software are provided quarterly, and all upgrades are typically done on-site by EMS personnel

15. Support Model
EMS prides itself on providing our clients a unique experience in dealing with software vendors. Enhancements and changes to the system, viewed as of benefit to some/all of our clients are undertaken at no additional expense to the requesting client. All changes implemented to the software for any client become available to all clients in the next release at no additional fees
These enhancements are typically undertaken and completed within 2 months time of initiation, and often sooner
A list of client contacts is available for prospective clients

16. Pricing and Implementation
Pricing varies based on channel, market, subs, but is very competitively priced
Please contact Brendan Kehoe at for additional information