LARRY GRISOLANO:Personal Introduction

STRATEGIC SET-UP

• Foundational Insight: 3 year recession vs. 30 year middle class decline

• Candidates: An advocate for the middle class vs. a wealthy investor

• Constituencies: Women, Latinos, Working Class

COMPETITIVE CONSIDERATIONS• Anticipated a very close race and HUGE spending

advantage for GOP• OFA placed a huge premium on targeting

THE PROBLEMTargets < 5% of U.S. Pop.

Who Nielsen

Can Target

DEFINING TARGETS Probability Scores Applied to Individuals on Residential File

DEFINING TARGETS Probability Scores Applied to Individuals on Residential File

Support: Predicted vs. Actual

WHY INDIVIDUAL-LEVEL TARGETING?

Traditional Media Buying: Media Focused

Our Approach: Consumer Focused

BENEFITS OF INDIVIDUAL-LEVEL TARGETING

Cross Media Integration and Message Discipline

15-20% Efficiency Gains in TV Buying

OPTIMIZING YOUR BUY

Cost Per Target Efficiency Ratio

RESULTSPresidential spending after June 1st

Daypart Obama + Allies Romney + Allies % Romney of Obama $

Early Morning $43,988,270 $54,177,710 123%

Daytime $44,333,790 $38,290,240 86%

Early Fringe $34,613,680 $39,678,820 115%

Early News $23,665,720 $34,883,220 147%

Prime Access $36,050,390 $48,621,520 135%

Prime $78,862,880 $75,850,810 96%

Late News $21,666,160 $40,644,680 188%

Late Fringe $25,085,690 $28,229,980 113%

RESULTSInsights from the Optimizer led OFA to invest far more

heavily in cable than Romney

DIGITAL INTEGRATION

Digital Audience

Buying

Reinforces broadcast

Drives actions

Targeted to individual sites, video, and FB

Typical Broadcast

Buying

TargetedBroadcast

Buying

High impact messaging.

Drives high awarenessand recall

Inefficient impressions

High impact messaging.

Drives high awarenessand recall

Efficient impressions Maximizes spend and targets

specific audience clusters

Broadcast + Digital Integration

Improved recall

Manageable data sets

More bang per dollar spent

Constant refresh for actionable data