Benchmarketing：2024年媒体计划优化报告 -Media Plan Optimization Incremental Increases in OOH Share Brand Metrics Analysis

MediaPlanOptimization:

IncrementalIncreasesinOOHShareBrandMetricsAnalysis

October2024

ProjectSummary

Thisreportexplorestheimpactofincrementalreallocationofbudgettoachievemediaplanoptimization

•Aprior2023studyconfirmedtheimportanceofOOHinthemediamixanddeterminedthathistoricalunder-allocationofbudgettoOOHpreventedoverallmediaplanoptimization.FindingsincludedOOH:

–DeliveredastrongRROASthatcanimproveoverallcampaignRROAS

–Droveimprovedbrandperceptionsthroughoutthemarketingfunnel

•ComprehensiveeconometricmodellingwasconductedonkeyBrandMetricstounderstandtheroleofOOHindrivingbrandmeasures.Threecategorieswereevaluatedwithinthisstudy:Automotive,CPGFood,andRetailGrocery.

•The2023analysisprovidedRROASnumbersbymediachannelandoptimalallocationsbychannel,detailingtheimpactofOOHinthemixindrivingkeybrandperceptions,andincludedguidelinesforallocatingmediachannelspendlevelsto

optimizeoverallimprovementsinbrandscores.

•Thisstudybuildsonthe2023analysisandexaminestheimpactofincrementalreallocationofbudgetonthepathtofull

optimizationofthetotalmediaplan,andtheresultingoptimallevelsforOOH.ThisanalysissupportstherecommendationtouseanincrementalapproachtoadjustingOOHmediaallocationsratherthansingledramaticincreasestofulloptimization.

Thisdocumentshowcasestheresultsoftheimpactofincrementalreallocationofbudgetonbrandmetricanalysisacrossthethreecategories.

Brandmetricscoresarereportedto4decimalplaces,asmovementswithinbrandmetricsaresmallintermsofoverallROAS,

butstillrepresentstrongincreases.IncrementalstepsanalysisacrosssalesROIisavailableinaseparatedocument.

The“MediaPlanOptimizationAnalysisofIncrementalIncreaseinOOHShare”studywassponsoredbyTheFoundationforOutofHomeAdvertisingResearchandEducation(FOARE),a501(c)(3)notforprofit,charitableorganization.

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KeyFindings

OptimalbudgetallocationacrossallmediachannelsdemonstratesthatOOHbudgetshouldbeincreasedtoimproveallthreebrandmetricscores

EvenminimumorincreasestoOOHachievessignificantgainsforthetotalmediaplan

ROASacrossallthreebrandmetricscoresincreaseswithincreasedallocationtoOOH

OptimalbudgetallocationdemonstratesthatOOHhasbeenanhistoricallysignificantlyunderinvestedmediachannel

ThemajorityofthegaininbrandmetricROASisachievedwithjustthefirstincrementalincreaseofOOH

ResultsprovideconfidencethatincreasingOOHinvestmentonlyslightly,achievessignificantgains

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SummaryCharts:

Comparingbrandmetricmodelsacrosscategories

BrandAwareness-Summary

BrandAwarenessbyCategory:CurrentvsOptimalMediaAllocationandROASimprovement

OOHisincreasedinallcategoriestoachieveoptimization

OptimizedbudgetallocationsrecommendsanincreaseinOOHinallthreecategories

ROASimprovesacrossallcategorieswithanincreaseinallocationtoOOHforoptimalbudget

|6

BrandAwareness:impactof3incrementalincreasesacross3categories

TheinitialincrementalincreaseinOOHallocationgeneratesthelargestgainacrossthreecategories

Automotive

CPGFood

+1%+8%

+4%+18%

+78%

FullOptimizationis1%to19%:Totalgain1.50pointsFullOptimizationis1%to11%:Totalgain1.86points

91%gainisachievedinthefirstincrementalstep78%gainisachievedinthefirstincrementalstep

RetailGrocery

+4%

+33%

+63%

FullOptimizationis8%to21%:Totalgain0.52points63%gainisachievedinthefirstincrementalstep

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BrandAwareness:incrementalstepsresultssummarytable-allcategories

Majorityofgainisachievedinstep1forallcategories

BrandAwareness

Automotive

CPGFood

RetailGrocery

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

Step1

OOH1%to7%

1.3624

91%

OOH1%to4%

1.4565

78%

OOH8%to12%

0.32910

63%

Step2

OOH7%to13%

0.1148

8%

OOH4%to8%

0.3283

18%

OOH12%to18%

0.17000

33%

Step3

OOH13%to19%

0.0197

1%

OOH8%to11%

0.0777

4%

OOH18%to21%

0.01980

4%

Total-Optimal

OOH1%to19%

1.4969

100%

OOH1%to11%

1.8625

100%

OOH8to21%

0.51890

100%

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BRANDAWERENESSthroughIncrementalOOHShare

Majorityofgainisachievedinstep1forallcategories

MEDIAMIX-OOHSHARE%

INCREMENTALGAIN-BrandAwareness

AUTOMOTIVE

Fromcurrent1%to19%

2

1.5

1

0.5

0

100%80%60%40%20%0%

81%

91%

TotalGain

+1.49points

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

1%

-

Step1

+6%

7%

+1.36points

Step2

+6%

13%

+0.11points

Step3

+6%

19%

+0.02points

CPGFOOD

Fromcurrent1%to11%

2

1.5

1

0.5

0

100%80%60%40%20%0%

4%18%

78%

TotalGain

+

1.86po

ints

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

1%

-

Step1

+3%

4%

+1.45points

Step2

+4%

8%

+0.32points

Step3

+3%

11%

+0.08points

RETAILGROCERY

Fromcurrent8%to21%

0.60.50.40.30.20.10

100%80%60%40%20%0%

33%

4%

63%

TotalGain

+0.51

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

8%

-

Step1

+4%

12%

+0.32points

Step2

+6%

18%

+0.17points

Step3

+3%

21%

+0.02points

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Consideration-Summary

BrandConsiderationbyCategory:CurrentvsOptimalMediaAllocationandROAS

improvement

OOHisincreasedinallcategoriestoachieveoptimization

OptimizedbudgetallocationsrecommendsanincreaseinOOHinallthreecategories

ROASimprovesacrossallcategorieswithanincreaseinallocationtoOOHforoptimalbudget

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BrandConsideration:impactof3incrementalincreasesacross3categories

TheinitialincrementalincreaseinOOHallocationgeneratesthelargestgainacrossthreecategories

Retail

Grocery

CPG

Food

Automotive

+0%+1%

+2%+8%

+3%

+17%

+99%

+79%

11%:

8%to

gain

0.27points

Total

FullOptimizationis

FullOptimizationis1%to11%:Totalgain3.35points

FullOptimizationis1%to14%:Totalgain1.59points

89%gainisachievedinthefirstincrementalstep79%gainisachievedinthefirstincrementalstep99%gainisachievedinthefirstincrementalstep

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BrandConsideration:incrementalstepsresultssummarytable-allcategories

Majorityofgainisachievedinstep1forallcategories

Consideration

Automotive

CPGFood

RetailGrocery

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

Step1

OOH1%to5%

1.4214

89%

OOH1%to4%

2.6605

79%

OOH8%to9%

0.2697

99%

Step2

OOH5%to9%

0.1337

8%

OOH4%to8%

0.5845

17%

OOH9%to10%

0.0032

1%

Step3

OOH9%to14%

0.0358

2%

OOH8%to11%

0.1017

3%

OOH10%to11%

0.0003

0%

Total-Optimal

OOH1%to14%

1.5909

100%

OOH1%to11%

3.3467

100%

OOH8%to11%

0.2732

100%

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CONSIDERATIONthroughIncrementalOOHShare

Majorityofgainisachievedinstep1forallcategories

MEDIAMIX-OOHSHARE%

INCREMENTALGAIN-Consideration

AUTOMOTIVE

Fromcurrent1%to14%

2

1.5

1

0.5

0

TotalGain

+1.59points

100%80%60%40%20%0%

2%

8%

89%

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

1%

-

Step1

+4%

5%

+1.42points

Step2

+4%

9%

+0.13points

Step3

+5%

14%

+0.03points

CPGFOOD

Fromcurrent1%to11%

4

3

2

1

0

TotalGain

+3.34points

100%80%60%40%20%0%

3%17%

79%

INCREMENTALSTEP

-

OOHSHARE

1%

GAIN

-

Current

Step1

+3%

4%

+2.66points

Step2

+4%

8%

+0.58points

Step3

+3%

11%

+0.10points

RETAILGROCERY

Fromcurrent8%to11%

0.30.25 0.20.15 0.10.050

TotalGain

+0.27points

100%80%60%40%20%0%

1%0%

99%

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

8%

-

Step1

+1%

9%

+0.26points

Step2

+1%

10%

+0.003points

Step3

+1%

11%

+0.0003points

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PurchaseIntent-Summary

PurchaseIntentbyCategory:CurrentvsOptimalMediaAllocationandROASimprovement

OOHisincreasedinallcategoriestoachieveoptimization

OptimizedbudgetallocationsrecommendsanincreaseinOOHinallthreecategories

ROASimprovesacrossallcategorieswithanincreaseinallocationtoOOHforoptimalbudget

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PurchaseIntent:impactof3incrementalincreasesacross3categories

TheinitialincrementalincreaseinOOHallocationgeneratesthelargestgainacrossthreecategories

RetailGrocery

CPGFood

Automotive

+5%

+3%

+1%+4%

+23%

+97%

+72%

FullOptimizationis8%to10%:Totalgain0.22points

FullOptimizationis1%to15%:Totalgain1.02points

FullOptimizationis1%to13%:Totalgain1.14points

96%gainisachievedinthefirstincrementalstep72%gainisachievedinthefirstincrementalstep97%gainisachievedinthefirstincrementalstep

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PurchaseIntent:incrementalstepsresultssummarytable-allcategories

Majorityofgainisachievedinstep1forallcategories

PurchaseIntent

Automotive

CPGFood

RetailGrocery

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

%OOHallocationstepincrease

IncreaseinBrandMetric

%oftotalgaininstep

Step1

OOH1%to5%

1.0941

96%

OOH1%to5%

0.7370

72%

OOH8%to9%

0.2228

97%

Step2

OOH5%to9%

0.0416

4%

OOH5%to10%

0.2331

23%

OOH9%to10%

0.0069

3%

Step3

OOH9%to13%

0.0067

1%

OOH10%to15%

0.0509

5%

Total-Optimal

OOH1%to13%

1.1424

100%

OOH1%to15%

1.021

100%

OOH8%to10%

0.2297

100%

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PURCHASEINTENTthroughIncrementalOOHShare

Majorityofgainisachievedinstep1forallcategories

MEDIAMIX-OOHSHARE%

INCREMENTALGAIN-PurchaseIntent

AUTOMOTIVE

Fromcurrent1%to13%

1.2 10.80.60.40.20

TotalGain

+1.14po

ints

100%80%60%40%20%0%

4%

1%

96%

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

1%

-

Step1

+4%

5%

+1.09points

Step2

+4%

9%

+0.04points

Step3

+4%

13%

+0.006points

CPGFOOD

Fromcurrent1%to15%

INCREMENTALSTEP

OOHSHARE

GAIN

Current

-

1%

-

Step1

+4%

5%

+0.73points

Step2

+5%

10%

+0.23points

Step3

+5%

15%

+0.05points

1.2 10.80.60.40.20

TotalGain

+1.02points

100%80%60%40%20%0%

5%

23%

72%

RETAILGROCERY

Fromcurrent8%to10%

0.25 0.20.15 0.10.050

TotalGain

+0.22points

100%80%60%40%20%0%

0%

3%

97%

INCREMENTALSTEP

-

OOHSHARE

8%

GAIN

-

Current

Step1

+1%

9%

+0.22points

Step2

+1%

10%

+0.006points

Step3

-

-

-

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Automotive

BudgetAllocation:IncrementalStepsonBrandMetrics

DetailCharts

-BrandAwareness

-Consideration

-PurchaseIntent

Automotive

BrandAwareness-DetailCharts

AutomotiveOPTIMALOOHallocationforBrandAwarenessROAS

IncreaseOOHfrom1to19%

Usingtheresponsecurvestooptimizecurrentspendlevels

RecommendationsandResults

BrandAwarenessresponsecurvestoidentifyoptimalspendlevels

DecreaseTVto48%and

upweightOOHto19%,Radioto18%

(DownweightTVandDigital)

Extra1.4969Brand

Awarenesspoints

generatedusingthesame

budget

TotalmediaROASincreasesfrom0.0367to0.0438

+19%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimumimum1%Printallocation

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AutomotiveFIRSTINCREMENTALOOHincreaseforBrandAwarenessROAS

increaseOOHfrom1%to7%(optimalOOHis19%)

RecommendationsandResults

BrandAwarenessresponsecurves:

dotsshowincrementalOOHincrease

1-7%

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom1%to7%

(DownweightTVandDigital)

Extra1.3624Brand

Awarenesspointsgenerated

usingthesamebudget

TotalmediaROASincreases

from0.0367to0.0431

+17%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|23

AutomotiveSECONDINCREMENTALOOHincreaseforBrandAwarenessROAS:

IncreaseOOHfrom7%to13%(optimalOOHis19%)

RecommendationsandResults

BrandAwarenessresponsecurves:

dotsshowincrementalOOHincrease

7-13%

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom7%to13%

(DownweightTV,RadioandDigital)

Extra0.1148Brand

Awarenesspointsgenerated

usingthesamebudget

TotalmediaROASincreases

from0.0431to0.0436

+1%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|24

AutomotiveFINALINCREMENTALOOHincreaseforBrandAwarenessROAS:

IncreaseOOHfrom13%to19%,(optimalOOHis19%)

BrandAwarenessresponsecurves:

dotsshowincrementalOOHincrease

13-19%

RecommendationsandResults

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom13%to19%

(DownweightTV,RadioandDigital)

Extra0.0197Brand

Awarenesspointsgenerated

usingthesamebudget

TotalmediaROASincreases

from0.0436to0.0437

+0.21%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

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AutomotiveBrandAwareness:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1%to7%generatesthelargestpartoftheoptimizedBrandAwarenessincrease

FullOptimizationIncrementalOptimization

Total=1.50points

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AutomotiveBrandAwareness:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1%to7%generatesthelargestpartoftheoptimizedBrandAwarenessincrease

+8%

FullOptimizationIncrementalOptimization

+91%

+1%

X%=percentageoftotaloptimizedbrandawarenesspointsgeneratedinthatstep

|27

AutomotiveOptimizingOOHto19%vsIncrementalincreasesinOOHallocation:ROAS

OptimalROASof0.0438withoptimal19%OOHallocationisverynearlyachievedwithinthe7-13%OOHallocation

|28

Automotive

Consideration-DetailCharts

AutomotiveOPTIMALOOHallocationforConsiderationROAS

IncreaseOOHfrom1%to14%

Usingtheresponsecurvestooptimizecurrentspendlevels

RecommendationsandResults

Considerationresponsecurvestoidentifyoptimalspendlevels

DecreaseTVto54%and

upweightOOHto14%,Radioto18%

(DownweightTVandDigital)

Extra1.5910Consideration

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0674to0.0749

+11%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|30

AutomotiveFIRSTINCREMENTALOOHincreaseforConsiderationROAS

IncreaseOOHfrom1%to5%(optimalOOHis14%)

RecommendationsandResults

Considerationresponsecurves:dots

showincrementalOOHincrease1-

5%

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom1%to5%

(DownweightTVandDigital)

Extra1.4214Consideration

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0674to0.0741

+10%TotalmediaROASincrease

|31

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

AutomotiveSECONDINCREMENTALOOHincreaseforConsiderationROAS

IncreaseOOHfrom5%to9%(optimalOOHis14%)

RecommendationsandResults

Considerationresponsecurves:dots

showincrementalOOHincrease5-

9%

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom5%to9%

(DownweightTV,RadioandDigital)

Extra0.1337Consideration

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0741to0.0747

+1%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|32

AutomotiveFINALINCREMENTALOOHincreaseforConsiderationROAS

IncreaseOOHfrom9%to14%(optimalOOHis14%)

Considerationresponsecurves:dots

showincrementalOOHincrease9-

14%

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

RecommendationsandResults

IncrementalupweightOOHfrom9%to14%

(DownweightTV,RadioandDigital)

Extra0.0358Consideration

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0747to0.0749

+0.23%TotalmediaROASincrease

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AutomotiveConsideration:optimizedvsincrementalstepsinincreasingOOH%

allocation

Thefirstincrementalincreasefrom1%to5%generatesthelargestpartoftheoptimizedConsiderationincrease

FullOptimizationIncrementalOptimization

Total=1.59points

|34

AutomotiveConsideration:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1%to5%generatesthelargestpartofthetotaloptimizedConsideration

increase

FullOptimization

+8%

IncrementalOptimization

+89%

+2%

X%=percentageoftotaloptimizedconsiderationpointsgeneratedinthatstep

|35

AutomotiveOptimizingOOHto14%vsIncrementalincreasesinOOHallocation:ROAS

OptimalROASof0.075withoptimal14%OOHallocationisalsoachievedwithinthe5-9%OOHallocation

|36

Automotive

PurchaseIntent-DetailCharts

AutomotiveOPTIMALOOHallocationforPurchaseIntentROAS

IncreaseOOHfrom1%to13%

Usingtheresponsecurvestooptimizecurrentspendlevels

RecommendationsandResults

PurchaseIntentresponsecurvestoidentifyoptimalspendlevels

DecreaseTVto46%and

upweightOOHto13%,Radioto27%

(DownweightTVandDigital)

Extra1.1425PurchaseIntent

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0283to0.0337

+19%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|38

AutomotiveFIRSTINCREMENTALOOHincreaseforPurchaseIntentROAS

IncreaseOOHfrom1%to5%(optimalOOHis13%)

RecommendationsandResults

PurchaseIntentresponsecurves:dots

showincrementalOOHincrease1-

5%

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom1%to5%

(DownweightTVandDigital)

Extra1.0941PurchaseIntent

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0283to0.0335

+18%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|39

AutomotiveSECONDINCREMENTALOOHincreaseforPurchaseIntentROAS

IncreaseOOHfrom5%to9%(optimalOOHis13%)

RecommendationsandResults

PurchaseIntentresponsecurves:dots

showincrementalOOHincrease5-

9%

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom5%to9%

(DownweightTV,RadioandDigital)

Extra0.0416PurchaseIntent

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0335to0.0337

+1%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|40

AutomotiveFINALINCREMENTALOOHincreaseforPurchaseIntentROAS

IncreaseOOHfrom9%to13%(optimalOOHis13%)

PurchaseIntentresponsecurves:dots

showincrementalOOHincrease9-

13%

RecommendationsandResults

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

IncrementalupweightOOHfrom9%to13%

(DownweightTVandRadio)

Extra0.0067PurchaseIntent

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.0337to0.0337

+0.01%TotalmediaROASincrease

Scenariobasedonaveragebrand2022VivvixspendConstraintsapplied:minimum1%Printallocation

|41

AutomotivePurchaseIntent:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1%to5%generatesthelargestpartoftheoptimizedPurchaseIntentincrease

FullOptimizationIncrementalOptimization

Total=1.14points

|42

AutomotivePurchaseIntent:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1%to5%generatesthelargestpartoftheoptimizedPurchaseIntentincrease

+3%

FullOptimizationIncrementalOptimization

+96%

+1%

X%=percentageoftotaloptimizedpurchaseintentpointsgeneratedinthatstep

|43

AutomotiveOptimizingOOHto13%vsIncrementalincreasesinOOHallocation:ROAS

OptimalROASof0.03withoptimal13%OOHallocationisalsoachievedwithinthe5-9%OOHallocation

|44

CPGFood

BudgetAllocation:IncrementalStepsonBrandMetrics

DetailCharts

-BrandAwareness

-Consideration

-PurchaseIntent

CPGFood

BrandAwareness-DetailCharts

CPGFoodFULLOPTIMALOOHallocationforBrandAwarenessROAS

IncreaseOOHfrom1to11%

Usingtheresponsecurvestooptimizecurrentspendlevels

RecommendationsandResults

BrandAwarenessresponsecurvestoidentifyoptimalspendlevels

DecreaseTVto60%and

upweightOOHto11%

AlsoincreaseRadio

Extra1.8626Brand

AwarenessPointsgenerated

usingthesamebudget

TotalmediaROASincreasesfrom0.3952to0.4614

+17%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022Vivvixspend

Constraintsapplied:minimum60%spendhasbeenallocatedtoTVandminimum15%Digitalallocation

|47

CPGFIRSTINCREMENTALOOHincreaseforBrandAwarenessROAS

increaseOOHfrom1%to4%(optimalOOHis11%)

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

RecommendationsandResults

BrandAwarenessresponsecurves:

dotsshowincrementalOOHincrease

1-4%

IncrementalupweightOOHfrom1%to4%

(DownweightTV,PrintandDigital)

Extra1.4565Brand

AwarenessPointsgenerated

usingthesamebudget

TotalmediaROASincreasesfrom0.3952to0.4470

+13%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022Vivvixspend

Constraintsapplied:minimum60%spendhasbeenallocatedtoTV,minimum15%Digitalallocation

|48

CPGSECONDINCREMENTALOOHincreaseforBrandAwarenessROAS

IncreaseOOHfrom4%to8%(optimalOOHis11%)

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

RecommendationsandResults

BrandAwarenessresponsecurves:

dotsshowincrementalOOHincrease

4-8%

IncrementalupweightOOHfrom4%to8%

(DownweightPrintandRadio)

Extra0.3283Brand

AwarenessPointsgenerated

usingthesamebudget

TotalmediaROASincreasesfrom0.4470to0.4586

+3%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022Vivvixspend

Constraintsapplied:minimum60%spendhasbeenallocatedtoTV,minimum15%Digitalallocation

|49

CPGFINALINCREMENTALOOHincreaseforBrandAwarenessROAS

IncreaseOOHfrom8%to11%(optimalOOHis11%)

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

RecommendationsandResults

BrandAwarenessresponsecurves:dotsshowincrementalOOHincrease

8-11%

IncrementalupweightOOHfrom8%to11%

(DownweightPrintandRadio)

Extra0.0777Brand

AwarenessPointsgenerated

usingthesamebudget

TotalmediaROASincreasesfrom0.4586to0.4614

+1%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022Vivvixspend

Constraintsapplied:minimum60%spendhasbeenallocatedtoTV,minimum15%Digitalallocation

|50

CPGFoodBrandAwareness:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1to4%generatesthelargestpartoftheoptimizedAwarenessincrease

FullOptimizationIncrementalOptimization

Total=1.86points

|51

CPGFoodBrandAwareness:optimizedvsincrementalstepsinincreasingOOH%allocation

Thefirstincrementalincreasefrom1to4%generatesthelargestpartofthetotaloptimizedAwarenessincrease

FullOptimizationIncrementalOptimization

+78%

+18%

+4%

X%=percentageoftotaloptimizedbrandawarenesspointsgeneratedinthatstep

|52

CPGFoodOptimizingOOHto11%vsIncrementalincreasesinOOHallocationROAS

OptimalROASof0.46withoptimal11%OOHallocationisverynearlyachievedwithinthe4-8%OOHallocation

|53

CPGFood

Consideration-DetailCharts

CPGFoodFULLOPTIMALOOHallocationforConsiderationROAS

IncreaseOOHfrom1to11%

Usingtheresponsecurvestooptimizecurrentspendlevels

RecommendationsandResults

Considerationresponsecurvestoidentifyoptimalspendlevels

DecreaseTVto60%and

upweightOOHto11%

AlsoincreaseRadio

Extra3.3466consideration

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.7290to0.8480

+16%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022Vivvixspend

Constraintsapplied:minimum60%spendhasbeenallocatedtoTVandminimum15%Digitalallocation

|55

CPGFoodFIRSTINCREMENTALOOHincreaseforConsiderationROAS

IncreaseOOHfrom1%to4%(optimalOOHis11%)

Reallocationofcurrentbudgettooptimize-incrementalstepforOOH

RecommendationsandResults

Considerationresponsecurves:dotsshowincrementalOOHincrease1-4%

IncrementalupweightOOHfrom1%to4%

(DownweightTV,DigitalandPrint)

Extra2.6605consideration

pointsgeneratedusingthe

samebudget

TotalmediaROASincreasesfrom0.7290to0.8236

+13%TotalmediaROAS

increase

Scenariobasedonaveragebrand2022Vivvixspend

Constraintsapplied:minimum60%sp