Audience IQ^SM for Television Advertising

Experian has formed partnerships with the leading media providers in the US to deliver addressable advertising to the TV-viewing masses.

Key features of Audience IQ include:

• Creation of an advertiser’s targetable audience at the designated market area (DMA), zone, ZIP Code^TM or household level
• Planning and tactical delivery of customized, relevant advertising campaigns via addressable digital media
• Measurement and analysis of advertising effectiveness, creative optimization and purchase activity monitoring

Addressable advertising allows marketers to target and segment subscribers based on their known, shared characteristics. These characteristics may consist of basic demographics or more sophisticated, custom targeting models — just like in direct marketing. Regardless of the data attributes marketers wish to target, Audience IQ maintains complete consumer anonymity by focusing on the attributes of the crowd rather than the individual.

With Audience IQ, advertisers can target their television campaigns across Experian-enabled media partner networks through a variety of techniques:

• Direct match — Connect media viewer lists directly to an advertiser’s target audience in a privacy-compliant manner
• Standard targets — Find subscribers who fit an advertiser’s target criteria using over one hundred of Experian’s pre-defined data attributes
• Custom targets — Create unique targeting models built specifically for individual advertisers. Use multiple data sources for direct advertising to a target audience

• Increased ad sales revenue
  Higher costs per impression (CPMs) result from creating more personalized, less wasteful messaging and from providing insight into an advertiser’s target audience
• Better competitive position against other media channels
  Advertisers can now target, segment and measure as they do with digital media and obtain the benefits of measurability and attribution
• Creating premium TV advertising opportunities
  Audience IQ provides the insight needed to identify the consumers each advertiser requests and help deliver exactly the right messages to them