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Collective's Wherevertising

Collective's "Wherevertising" inaugural presentation, originally presented at Ad Age Digital East conference 4/17/13.

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Collective's Wherevertising

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  1. APRIL 17, 2013

  2. OF AMERICAN CONSUMERS 71 % ACCESS MEDIA USING AT LEAST TWO SCREENS EVERY DAY

  3. THE NEW MULTISCREEN MAJORITY: 203 MILLION CONSUMERS …

  4. WITH EACH NEW SCREENCOMES MORE OPPORTUNITY

  5. BUT… IF 50% OF ALL ADVERTISING IS WASTE, THEN WHAT DOES THAT ADD UP TO ACROSS ALL SILOS?

  6. DSPs TV Networks Ad Networks Digital Pubs Party Data Providers 3rd // TVCAMPAIGN SILO TV Campaign Buying Agency Digital Campaign Rep Firms // DIGITALCAMPAIGN SILO TV Network Cable Network Creative Agency Mobile Campaign Mobile Networks CMO // MOBILE CAMPAIGN SILO Mobile Sites/Apps

  7. EPIC AMOUNTS OF WASTE

  8. BUT WHAT IF MULTI-SCREEN ACTUALLY DELIVERED BRAND EFFECTIVENESS AND EFFICIENCY…? BY COORDINATING TV… AND DIGITAL.

  9. HERE’S HOW IT WORKS

  10. OFFLINE DATA PROVIDERS ONLINE DATA PROVIDERS DATA DIMENSIONS + ZIP CODE + INCOME + HOUSEHOLD COMPOSITION + ETHNICITY + CUSTOM “PRIVACY BY DESIGN” DATA BRIDGING DATA COOKIE HOUSEHOLD BENEFITS GREATER ACCURACY: • MILLIONS OF MICRO-SEGMENTS MAINTAINED PRIVACY: • 30+ HOUSEHOLDS PER MICRO-SEGMENT

  11. x x CHANNELS FORMATS DEVICE • PUBLISHER DIRECT • REAL-TIME BIDDABLE • DATA EXCHANGE • DISPLAY • VIDEO • SOCIAL • TV • DESKTOP • MOBILE

  12. APPLICATIONS OF REACH TENTPOLES FREQUENCY CONQUESTING Reach the audience who missed your TV ads Target the audience of a TV campaign Target the audience of key TV program Target the audience of a competitor’s TV buy vs. +45% LIFT +1.5X EFFICIENCY 200,000 NEW PROSPECTS REACHED MILLIONS

  13. WHEREVER YOUR AUDIENCE GOES, YOUR BRAND CAN BE THERE…

  14. WITH THE RIGHT CONTENT… OPTIMIZED FOR THE RIGHT SCREEN… AT THE RIGHT TIME OF DAY… TO GENERATE GREATER LIFT AND ENGAGEMENT

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