Download - TV Advertising is Broken


We believe someday advertisers will be able to

compute and distribute their precise bids for

every impression available across all of

television.


But sometimes the future takes longer to get

here than we’d like.


We work with advertisers that are unwilling to

wait for precision and the performance that

comes with it.


We address television’s two biggest problems:

Targeting and Measurement


The way TV is targeted is

inefficient.


These men

are all

18-35.

These men are all 18-35.


These men

are all

18-35.

How many of them look exactly like your

best customers?


These men

are all

18-35.

This means you are paying to reach people that aren’t

going to be your customers.


Attribute rich targeting naturally decreases wasted

impressions/increases response and brand awareness.


trying to find Waldo…


…using the same technology these

guys used.


Why agencies keep talking about the great

rates they get...


…is because they can’t talk about a better

way to find Waldo.


The fact is: targeting works.


It works for direct mail…


it works for online…


and it works for TV.


Mapping the entire TV inventory with set top box data

appended with micro attributes increases the

performance of our clients’ campaigns by at least 25%

$150

$160

$170

$180

$190

$200

$210

$220

$230

$240 C

ost

pe

r O

rde

r

Week-Over-Week Performance

26% reduction

in CPO


The way TV’s impact is measured is

imprecise and inefficient.


Marketers spent $63B on TV last year

(that’s 3X what was spent online).


But too often the answer to the question

“How many new customers did I get from TV?” is…..


“TV’s true ROI cannot be measured” or…


TV is all about “mindshare” and “awareness”

and other “unmeasureables”…


Measuring TV’s impact on web and retail channels can

be complex.


And while branding is clearly important….


…why does “branding” mean “don’t measure”?


TV’s impact is reliable, durable and predictable.


We use TV spend to predict multi channel sales.


The RED LINE is our forecast made prior to Q1.


The BLUE LINE is actual weekly retail sales.


Our forecast had a 95% accuracy.


These results are typical.


In other words, we tell our clients, for every

dollar they spend on TV, how many people will

drive to a store and buy their product.


We do this three months in advance and are

accurate within 5% weekly.


BTW, this works exactly the same

with web sales.


To review: We target precisely…


And measure accurately.


We are delivering more of what advertisers want

for less effort and less money than what they

are spending now.


Aaron Hendon| Business Development Manager

Proceed Media Group

206.280.3312

[email protected]

Download - TV Advertising is Broken

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