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Partnering to pioneer Media + Insight

Big Data, Big Impact : Redefining Engagement with Audiences Ariti Bhansali, Media Director, Starcom Worldwide Justin Evans, EVP, Emerging Media, Collective. Partnering to pioneer Media + Insight. Unleashed an innovative insight discovery opportunity from a media tactic. 1.

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Partnering to pioneer Media + Insight

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  1. Big Data, Big Impact: Redefining Engagement with AudiencesAriti Bhansali, Media Director, Starcom WorldwideJustin Evans, EVP, Emerging Media, Collective

  2. Partnering to pioneer Media + Insight Unleashed an innovative insight discovery opportunity from a media tactic 1 1st offering to better control interaction b/w TV and Online campaigns 2 3 Realized the potential beyond what was off-shelf

  3. We took TV Accelerator beyond its original purpose to address a different need • How do we quantify influence on consumer? • What is the ideal intersection of TV & Online? • Can we generate incrementality? Lift in Allstate Research Behavior $ per “Brand Explorer” Frequency in TV, Online, Both

  4. Finding the Sweet Spot: Optimization framework for TV + Digital (illustrative) ONLINE NO LOW MEDIUM HIGH 22x NO Increase in Efficiency LOW 2% LIFT TV 22x increase in efficiency MEDIUM 40,000 PROSPECTS 1% LIFT HIGH 200,000 PROSPECTS

  5. We realized the stakes and created the tools to play them

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