Growing Viewership through Data-Driven Marketing

April 16, 2010

Who we are

Description

DNA

Investors

/

Founding team are proven media technology entrepreneurs, scientists & engineers

Simulmedia is New York City-based TV program promotion ad network founded in 2008.We sell targeted on-air promotion to network marketers and their agencies to grow program viewership for their shows.

Venture backed

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What we believeWe believe in the future of linear TV• Domination of media ad spend will continue

We believe viewers and networks need better program promotion• Most viewers don’t know what is on• “Discovery” problem further fragments

program audiences and rate cards• Current methods too blunt; lack

measurement

Data-driven promos will change the game• Can know what viewers want, where they

are• Can reach them with predictability, precision

and ROI measurement

Some predict doom for traditional television media

Not Simulmedia…

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TV is Digital

MeasurabilityAccountability

ScaleImpact

MeasurabilityAccountability

Digital Media TV MediaAdvantages of…

With the recent availability of set-top box data with national coverage and at scale, a new wave of analytical applications are coming to market with the potential to unlock additional value from TV Media.

Simulmedia’s Focus: Television Program Promotion4

What we doSimulmedia is a program promotion ad network.We deliver more effective media for program promotion to television network marketers.

Simulmedia licenses anonymous viewing data from 15+ million US set-top boxes (national and local footprints) from five major system operators

Partnerships with TV system operators

Benefits to TV network marketers

Data

Inventory

Bigger Audiences

Better ROI

Superior Insights

Simulmedia coordinates and controls data-targeted on-air promotion delivery in local cable inventory on systems reaching more than 60%+ of US TV households from major system operators

Bring more viewers to programming, reliably and predictably, by addressing receptive and available audiences

Smarter programming and marketing using intelligence on viewers’ preferences and responsiveness to promotion 5

Optimized promotional media spend with measures of conversion rates and per-spot contributions to tune-in

Simulmedia uses set-top box data to understand program preferences and modes of viewing at the level of the individual viewer.The improvement in granularity gives Simulmedia insight to the minimum motivational frequency required to inspire each viewer to tune-in.

The Program is the most granular unit of measure supported by panel-based media planning solutions.Networks can’t know which part of a program’s audience is more receptive to their programming or how reach them.

Yesterday Tomorrow

Program

Panel-based Data

Person

Set-Top Box Data

Blind to Results ROI & Accountability

Networks rely on data from panel-based audience measurement solutions to plan promotion campaigns. Smaller sample sizes inherent to panel-based solutions limit precision and increase error in planning decisions.

Networks lack basic information on the effectiveness and performance of their promotional media buying. The absence of results reporting prevents network marketers from getting smarter for their next promotion campaign.

Simulmedia unlocks the value of set-top box data for improving the effectiveness of promotion campaigns. Massive sample sizes inherent to set-top box data support precision unimaginable to users of panel-based audience measurement services.

Simulmedia measures promotion spot exposure and promoted program tune-in and publishes TuneIntelligence Reports proving the effectiveness of promotions.Armed with Simulmedia TuneIntelligence Reports, network markets know the ROI of their media spend.

Improving on the Status Quo

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And it worksInterest-driven optimization outperforms conventional approaches(sex/age, panel-based)

•Episodic maintenance •Procedural Crime Series•Prime-time •Major broadcast network

+82% Tune-inHigher tune-in from re-buy plan vs. original plan

+246% ROI

•Program Launch•Comedy series•Prime-time •Major broadcast network

+64% Tune-inHigher tune-in from re-buy plan vs. original plan

+192% ROI

Trial A Trial B

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Representative Results

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In trials, Simulmedia consistently delivered superior results with fewer impressions.

82% LiftProgram 2

25% LiftProgram 3

105% LiftProgram 6

83% LiftProgram 515%

LiftProgram 4

96% LiftProgram 1 Program 7

70% Lift

Platform Capability: Close measures of program promotion

Bones on TNT at 8:30PM550 of 2,819 STBs Tuned in

NCIS on USA at 5:00PM3,750 of 31,718 STBs Tuned in

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Solution:Simulmedia a7 Platform™

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Automated Audience Attention Aggregation Allocation Attribution Architecture

More Viewers

Data

Attention

Inventory

Early learnings: viewingdata can predict future viewing

70% of viewing choices predictable with 99% accuracy based upon 1 year viewing history – Simulmedia a7

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Early learnings: viewingdata can predict future viewing

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Better Media for PromoHigh Performance List for a Primetime Broadcast Program

Program - Time (Network) Target/ Total Index Program - Time (Network) Target/ Total IndexEverybody Loves Raymond-530pm (TBS)

43k / 91k (47%) 297 Amazing Wedding Cakes-10pm (WE) 41k / 115k (36%) 225

The King of Queens-430pm (TBS) 41k / 88k (47%) 296 Man v. Food-10pm (TRAVEL) 39k / 110k (36%) 227

Jon & Kate Plus 8-12am (TLC) 71k / 159k (45%) 271 Intervention-1am (A&E) 43k / 121k (35%) 224

Unwrapped-1130pm (FOOD) 41k / 96k (43%) 271 Psych-10pm (USA) 39k / 111k (35%) 221

Kendra-1030pm (E!) 53k / 123k (43%) 260Police Women of Broward County-8pm (TLC)

51k / 153k (33%) 209

Diners, Drive-Ins and Dives-1030pm (FOOD)

66k / 158k (42%) 265 The Golden Girls-11pm (HALLMARK) 45k / 136k (33%) 209

The Daily Show With Jon Stewart-11pm (COMEDY)

36k / 88k (41%) 259 Operation Repo-10pm (TRUTV) 68k / 212k (32%) 202

Toddlers & Tiaras-10pm (TLC) 44k / 111k (40%) 253 M*A*S*H-10pm (TVLAND) 35k / 114k (31%) 196

Paula's Best Dishes-1130am (FOOD) 42k / 104k (40%) 252 Army Wives-9pm (LIFETIME) 84k / 283k (29%) 190

The Bill Engvall Show-930pm (TBS) 46k / 117k (40%) 249 Bones-6pm (TNT) 55k / 187k (29%) 188

Iron Chef America-9pm (FOOD) 49k / 124k (39%) 250 Drop Dead Diva-11pm (LIFETIME) 83k / 282k (29%) 184

Family Guy-930pm (TBS) 52k / 131k (39%) 248Law & Order: Special Victims Unit-3pm (USA)

70k / 249k (28%) 178

Chopped-10pm (FOOD) 54k / 136k (39%) 247 Design Star-10pm (HGTV) 84k / 304k (28%) 174

The Real Housewives of Atlanta-10pm (BRAVO)

68k / 183k (37%) 228 House Hunters-9pm (HGTV) 43k / 157k (27%) 173

Bridezillas-9pm (WE) 42k / 116k (36%) 229 HLN News-7am (HEADLINENEWS) 77k / 318k (24%) 152

Programs have relatively high incidence of the receptive, available audience

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Early learnings: viewing data candrive better program promotion

148% Lift 105% Lift 68% Lift 52% Lift

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Thank You

tom@simulmedia.com

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