2. PRECISION MARKETING MEETS BRAND ADVERTISING
Direct Marketing
Brand Advertising
Digital Precision Marketing

3. NEW APPROACHES TO MEDIA PLANNING AND ANALYSIS
TODAY
Broad Demographic Audiences
Broad Reach
Limited Effectiveness
THE OPPORTUNITY
Focused Behavioral Groups
Focused Reach
Improved Effectiveness

4. EARLY DIGITAL EFFORTS SUGGEST PRECISION MARKETING WORKS
PAYBACK PER DOLLAR SPENT
PET
5.29
FOOD
2.36
OVER-THE-
COUNTER
2.72
GENERAL MERCH
2.73
HEALTH &
BEAUTY
2.73
AVERAGE
2.79
Source: Nielsen Catalina Solutions, 800+ digital campaign measurements

5. PRECISION MARKETING SUCCESS HAS DRIVEN A SHIFT IN DOLLARS
Sites
Audience
CAGR: 5%
CAGR: 35%
Source: eMarketer, Wall Street research and GCA Savvian estimates

6. COMPLEX ECOSYSTEM MAKES LIFE DIFFICULT FOR ADVERTISERS
Source: LUMAscape

7. DESPITE THE CHALLENGES, BRANDS ARE HAVING BIG SUCCESS
WITH AUDIENCE BUYING TODAY

8. CASE STUDY: ORAL CARE BRAND
THE CHALLENGE:
Drive sales and trial volume
Build brand loyalty
THE SOLUTION:
Yahoo! utilized Consumer Direct to deliver the advertiser’s message to a custom audience group based on past purchase data.
THE RESULTS
Increased purchase frequency (+3%) and increased product expenditure (+8%)
Most effective at increasing purchase amongst existing user consumer-base
More efficient than overall campaign delivering better ROI both per dollar spent (+$1.50) and also per 1,000 impressions (+$8.22)
Source: Yahoo! Consumer Direct

9. DEMOGRAPHIC VS. PRECISION MARKETING
DAIRY PRODUCT
From: “All Things to All People”
Growth Segments
Family
Foodies
Convenience
Families
Health - Older
Value & Shop Experience
Loyals – Older
Taste/Health Families
Health - Younger
Advertising Exposure Index
104 99 98
102
108 96 94
200
174
160
125 45 23 10
Sales Response to Advertising
To: Precision Driven Marketing
Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012

10. PERSONAL MEDIA MARKETING
Sales Response to Advertising Index
TV Moderators
Streamers
Program Passionates
Media Trendsetters
TV Companions
Sports Enthusiasts
Dairy Product
214
188
133 64 52
FoodGPS
Health - Younger
Taste/Health Families
Convenience
Value & Shop Exerperience
Family
Loyals - Older
Dairy Product 10
174 45
160 23
Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012

11. NATIONAL BROADCAST SITCOM PROMOTIONAL CAMPAIGN
Behavior Marketing Reach by Network
Light Shade = Duplicated Reach
Dark Shade = Unduplicated Reach
Behavioral Target Viewers
Impressions
Duplicated Reach
Avg. Frequency
Converted
CPCV
Simulmedia
12,752,672
7,992,331
1.60
537,446
$0.93
National Plan
18,174,338
8,953,272
2.03
870,978
$1.40
Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine

12. first-class travelers
SHOPPING DATA
CONVERSION DATA
contribution
audience size
contribution
audience size
first-class travelers
executive management
business
job title
first-class
travelers
travel,
USA
travel
commerce
nightlife
Washington
New York
vacation
travel sites
New York
Italy
California
Thailand
Hong
Kong
Europe
Miami
Aspirational Travelers
Converted Travelers
Source: eXelate

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