8 Stop Throwing Spaghetti at the Wall and 03 Cleaning Up Wasted Budget 04 05 Nothing beats the satisfaction of being able to tie advertising dollars to a conversion, right? Why stop there when you can up the ante and measure the actual incremental 06 impact of a campaign? 07 Large and representative TV datasets give you the ability to measure incremental lift from a campaign by mapping the group exposed to your ad against a population that looks 08 identical and watches the same category of TV shows, with the only delta being the fact that they have not seen your ad. 09 10 Strategic Tips for Incremental Lift 11 • Augment TV to conversion reports with control groups of like-audiences to determine the actual incremental lift of TV advertising. 12 • Reserve budget for scatter inventory on shows, networks, and / or time slots that make a 13 material difference. 14 • Real-time measurement allows you to optimize committed campaigns mid-flight to move brands and products to align with the slots that perform the best against specific business objectives. • Target these same best-performing audiences with display advertising on addressable digital devices and OTT platforms. • Utilize these insights for planning ongoing advertising in subsequent years. Users that convert Users in control group that after ad exposure convert without exposure to ad 16% 14% e 12% t 10% a R 8% n While other networks show better overall o si conversion, Network 3 has by far the r 6% largest incremental lift after ad exposure ve n o 4% C 2% 0% TV Network 1 TV Network 2 TV Network 3 TV Network 4