MEDIA

Performance
July 2020
 Agenda

1. Media Brands Performance

 Corega
 Sensodyne
 Voltaren
 Advil
 Centrum

2
Media Brands
Performance
Corega
 Planned / Delivery
VIDEO CPM
SOCIAL Planned
Planned Delivery
Delivery DISPLAY Planned Delivery

DIGITAL BENCHMARKS Budget

Budget $ 126,966
$300,000.00 $ 114,049.42
$300,000.00 Budget $ 100,000 $ 99,871.45

Viewability
Reach 70%
40% 77%
48 % Viewability 70% 82 %

CPM
CPM $ $12.00
125 $$ 8.75
122 CPM $ 75 $ 73
 FACEBOOK REACH 40 – 50 % Impression
Impression 1,015,728
25,000,000 937,692
34,204,211 Impression 1,370,233 1,368,692

 VIEWABILITY 70% Views

Clics 835,112
20,319 797,683
123,512 Clics 2,740 1,455

VTR
CTR 60%
0.17% 85%
0.36% CTR 0.12% 0.11%
 CTR 0.12%

 VTR 60% VIDEO CPV Planned Delivery SEARCH Planned Delivery

Budget $ 280,000 $ 279,740.42 Budget $40,000.00 $40,000

 OWN 75
Viewability 70% 93% CPC $9.00 $4.36
 COMPETE 50 CPV $ 0.10 $ 0.04 Clics 4,444 8,924

 PARTICIPATE 25 Impression 11,018,537 11,020,179 Own 75% 81.69%

Views 2,800,000 7,217,370 Compete 50% 66.09%

VTR 60% 65% Participate 25% 46.24%

Period: July 2020 4

Source: Datorama
 July - Media Mix Investment

- This campaign was implemented on time.

- All KPI´s were completed with the assigned budget.

Period: July 2020

Source: Datorama
 Global Performance

Investment per Channel 23,395 8,017,733 70.40 %

13,419,99 $
4 534,175
7%

$ $ $ 9,384,3 0.17 %
Google Ads 39.75 22.75 0.075 04

60.97 %
DV360

93%

- All KPI´s had successful results.

- Due to the daily optimizations made in each media, we obtained a lower CPM, CPC and CPV than planned.

Period: July 2020

Source: Datorama
6
 Search Media Performance
Monthly Report

$
40,000

$ 4.5

- The eCPC in this campaign was better that planned ($6.00).

- Due to the constant optimizations, we achieved the KPIs.

Period: July 2020

Source: Datorama
 Programmatic Performance
CPM Overview

2,306,384 $ 97.50 89.31

%

797,683 $ 0.05 .10%

– VTR
26,679 85% .094%

- This campaign was successfully implemented.

- The mix includes Video / Display formats.
- The eCPM was lower than planned.

Period: July 2020

Source: Datorama
 Programmatic Performance
CPV Overview

11,020,179 93 %

7,217,370 $ 0.05

– VTR
12,253 $ 279,740 65%

- This campaign was successfully implemented.

- The mix includes Video / Display formats.
- The eCPM was lower than planned.

Period: July 2020

Source: Datorama
 Performance by campaign
Objective: Brand awareness
Type: Instream

TEADS/ DISPLAY
Impressions: 1,368,692
Clics: 1,455
CTR: 0.10 %

- The display campaign was activated again.

- It was implemented on time.

Period: July 2020

Source: Datorama
 Performance by campaign
Objective: Brand awareness
Type: Instream

TEADS VIDEO
Impressions: 937,692
Views: 797,683
VTR: 85 %

- The display campaign was activated again.

- It was implemented on time.

Period: July 2020

Source: Datorama
 Performance by campaign
Objective: Brand awareness
Type: Instream

DIRECTORMIX/ YouTube
Impressions: 11,020,179
Views: 7,217,370
VTR: 65 %

- Audiences “Beauty” and “Sports” in Director Mix delivered the best metrics.

Period: July 2020

Source: Datorama
Most important take-aways

Key actions

• The VTR percentages of this campaign concluded that our users had a good response to the creatives.
• Phase 2 of Director Mix continuous in July and is optimizing our VTR.
• There hasn’t been a significant difference directing to WM nor SM.
• Due to the constant optimizations we achieved, we reduce both CPC and CPV at a campaign level.
Media Brands
Performance
Sensodyne
Planned / Delivery

DIGITAL BENCHMARKS

 FACEBOOK REACH 40 – 50 % VIDEO Planned Delivery SEARCH Planned Delivery

Budget $ 328,150.60 $ 326,383.76 Budget $ 50,000.00 $ 49,321.83

 VIEWABILITY 70%
Viewability 70 % 83.48 % CPC $ 9.00 $ 6.61
 CTR 0.12% CPM $ 100.00 $ 77.00 Clics 5,556 7,464

 VTR 60% Impression 3,281,506 7,025,016 Own 75 % 80.19 %

Views 1,968,903 3,762,120 Compete 50 % 65.17 %

 OWN 75
VTR 60 % 53.55 % Participate 25 % 49.63 %
 COMPETE 50

 PARTICIPATE 25

15
 SOI vs SOV July 2020
.
SOI vs SOV per Brand
PTV
OTV

SOI 2020 SOV 2020 SOI 2020 SOV 2020

52,367 MM 189 22,846 MM 1,260

ORAL B
ORAL B 0.21
0.27
ORAL B ORAL B
1 1
TOM´S OF MAINE
0.73
TOM´S
OF
MAINE
0.79

PTV SOI is considering all insertions they had during the campaign.

Source: IBOPE Adspend and MSS TV 2020.

Brands: ARM&HAMMER, CREST, COLGATE, ELMEX, ORAL B , SENSODYNE, TOM`S
 July - Media Mix Investment

- Digital campaign was implemented on time.

- All KPI´s were achieved with the assigned budget.

Period: July 2020

Source: Datorama
 Global Performance

7,131,227 32,241 3,762,120 83.48 % $ 375,706

Investment per Channel

Google Ads
$ 53 $ 11.75 $ 0.100 5,864,553 0,45 %

DV360 74.89 %
13%

50%

- All KPI´s had successful results.

- Due to the daily optimizations made in each media, we obtained a lower CPM, CPC and CPV than planned.

Period: July 2020 18

Source: Datorama
 Search Media Performance
Monthly Report

7,464 106,206 $ 49,321.83

$ 6.75 74.89 % 7.03 %

- The eCPC in this campaign was better than planned.

- Due to the optimizations we achieved the OCP objectives.

Period: July 2020

Source: Datorama
 Programmatic Performance
Overview

7,025,021 $ 46.75 83.48 %

3,762,120 $ 0.75 5,842,167

– VTR
24,777 $ 326,383.76 53.55 %

- This campaign was implemented on time.

- Mix includes Video format.
- The average CPM was lower than planned.

Period: July 2020

Source: Datorama
 Programmatic Performance by campaign
Objective: Brand awareness
Type: Instream

Video / Smartclip Video / Open

Impressions: 867,083 Impressions: 1,675,736
Views: 752,646 Views: 1,324,882
VTR: 86.80% VTR: 79.06%

- The video campaign had successful results, achieving a VTR above 60%.

Period: July 2020

Source: Datorama
Most important take-aways

• Due to the campaign optimization, we achieved a lower eCPM than planned.

• The video campaign had successful results, achieving a VTR above 60%.
• Tom’s has kept it PTV activity since April.
Media Brands
Performance
Voltaren 12hrs
 July - Media Mix Investment

- This campaign was implemented on time.

- Due to the daily optimizations, we achieved the KPIs by activating on the best tv programs.

- We had a some savings due to the optimizations.

Period: July 2020

Source: Datorama
 Performance OTV
JULY
KPI
SEM 27 SEM 28 SEM 29 SEM 30 SEM 31
TRPS 74 74 74 74 64
Planned SHARE CHANNELS
TRPS 51 78 69 96 66 23%
Delivery
Diff -23 4 -5 22 2
RCH 25 25 25 25 22
Planned 77%
RCH 22 25 22 26 22
Delivery AZTECA UNO AZTECA SIETE
Diff -3 0 -3 1 0

- The campaign went live from June 1st to 31th. SHARE FRINGES

- We achieved all Trp´s and all campaign was concentraded in the

8%
best programs through the month. 32%

- News was the program with the best audiences for the target. 60%

- Total reach was 47% with 361 Trp´s

A AA AAA

Period: July 2020

Source: Datorama
SOI vs SOV July 2020
.

SOI vs SOV per Brand

OTV
PTV
SOI 2020 SOV 2020 SOI 2020 SOV 2020
281,460 MM 2,731 57,929 MM 4,296

ALLIVIAX BIO ELECTRO ULTRA BENGUE SEDALMERCK DOLONEUROBION

BIO 8%
3% 3% 2% ULTRA BENGUE DOLONEUROBION 3%
ELEC
TRO 5% 5%
DOLON
EURO- 6% SEDAL SEDAL
FLANAX MERC MERC BIO
7% BION AL- K BIO K ELEC
22% LIVIAX 17% ELEC 10% TRO
7% TRO 35%
ADVIL ULTRA
9% BENGU 39%
ADVIL
8% DOLON E
EURO- 26%
BION
17% ULTRA
FLANA BENGU
SEDAL AS- X
PI- E
MERC 11%
RINA 22%
K
16% 20%

AS-
VOLTA PI-
VOLTAREN ALLIVIAX ALLIVIAX
REN RINA
17% 27% 25%
13% 17%

SOI PTV is considering all insertions they had during the campaign.
Source: IBOPE Adspend and MSS TV 2020
Brands: ADVIL, AGRIFEN, ANTIFLU DES, CONTAC, DESENFRIOL D, FEEL 360, NEXT TABS, SENSIBIT D, TABCIN, TEMPRA 24H, TES MEDIMART, VICK PYRENA y XL3.
Most important take-aways

– OTV activity had successful results, due to daily optimizations.

– OTV activity was focused on the highest audience programs for the target, for example:
Hechos, Al Extremo and Ventaneando.
– This was the last activity we’ll have with Voltaren 12H for the rest of the year.
Media Brands
Performance
Advil
 July - Media Mix Investment

- This campaign was implemented on time.

- Due to the daily optimizations, we achieved the KPIs by activating on the best tv programs.

- We had a some savings due to the optimizations.

Period: July 2020

Source: Datorama
 Performance OTV

JULY
KPI SHARE CHANNELS
SEM 28 SEM 29 SEM 30 SEM 31
TRPS Planned 52 52 51 36%
TRPS Delivery 52 40 49
Diff -12 -2
64%
RCH Planned 16 16 16
RCH Delivery 18 17 14
Diff 2 1 -2 AZTECA UNO AZTECA SIETE

- The campaign went live from July 13th to 31st. SHARE FRINGES

- We didn’t achieved all TRP’s, because audiences went down through

33% 22%
the month. We optimized the activity by buying the best related
programs to the target.
45%
- Total reach was 27,83% with 141 Trp´s

A AA AAA

Period: July 2020

Source: Datorama
SOI vs SOV July 2020
.

SOI vs SOV per Brand

OTV
PTV
SOI 2020 SOV 2020 SOI 2020 SOV 2020
230,344 MM 1270.76 44,747 MM 3454

BIO ELECTRO SYNCOL TEMPRA BIO ELECTRO SYNCOL TEMPRA SEDALMERCK ANALGEN ANALGEN
3% 3% 2% 3% AL- 3% 1%
AL-
LIVIAX
4% 4% 6%
LIV IAX DOLON
3% 4% DOLON
SEDAL EURO-
EURO- BION
MERC
FLANA DOLON K BION 13%
X FLANA 6% BIO
EURO- 23%
8% X ELEC
BION
11% TRO
26%
40%
ADVIL
BIO
11%
ELEC SEDAL
ADVIL DOLON TRO MERC
11% EURO- 50% K
BION 16%
22% AL-
SEDAL AS- LIVIAX
MERC PI- 35%
K RINA
19% 24% ALLIVIAX
ASPIRINA 25%
20%

SOI PTV is considering all insertions they had during the campaign.
Source: IBOPE Adspend and MSS TV 2020
Brands: ADVIL, AGRIFEN, ANTIFLU DES, CONTAC, DESENFRIOL D, FEEL 360, NEXT TABS, SENSIBIT D, TABCIN, TEMPRA 24H, TES MEDIMART, VICK PYRENA y XL3.
Most important take-aways

– OTV activity almost had fully successful results, due to daily optimizations.
– OTV activity was focused on the highest audience programs for the target, for example:
Ventaneando, La Resolana, Yo soy Betty la Fea. However, all audiences went down during
July.
– We’ll make the necessary adjustments to achieve the objective for the next weeks.
Media Brands
Performance
Centrum
Planned / Delivery
VIDEO Planned Delivery OTV Planned Delivery

DIGITAL BENCHMARKS Budget $ 214,560 $ 214,560 Budget $4,680,000 $4,533,999

Viewability 70% 77.19% Trp´s 240 222

$147.50 $ 125 37% 37%

CPM Reach
 FACEBOOK REACH 40 – 50 %
Impression 1,454,644 1,711,853

 VIEWABILITY 70% Views 1,074,707 1,324,869 PTV Planned Delivery

VTR 60% 77% Budget $202,970 $ 202,970

 CTR 0.12%
Trp´s 10 10
 VTR 60% 7% 7%
Reach
 OWN 75

 COMPETE 50

 PARTICIPATE 25

34
 July - Media Mix Investment

- This campaign was implemented on time.

- Due to the daily optimizations, we achieved the KPIs by activating on the best tv programs.

- We had a some savings due to the optimizations.

Period: July 2020

Source: Datorama
 Global Performance

Investment per Channel $214,560

l
a
h
rC
p
tm
s
e
v
In

VTR
$ 125 $ 19.5 $ .15 77.39%

DV360

100%

Period: July 2020

Source: Datorama
36
 Performance by campaign
Objective: Brand awareness
Type: Instream

VIDEO/TEADS VIDEO/TEADS VIDEO/TEADS

Impressions: 170,703 Impressions: 253,386 Impressions: 443,444
Views: 135,744 Views: 198,758 Views: 320,044
VTR: 79.52% VTR: 78.44% VTR: 72.17%

- The KPIs were successfully achieved.

Period: July 2020

Source: Datorama
 Performance by campaign
Objective: Brand awareness
Type: Instream

VIDEO/SMARTCLIP VIDEO/SMARTCLIP VIDEO/SMARTCLIP

Impressions: 333,107 Impressions: 272,501 Impressions: 238,712
Views: 267,964 Views: 218,241 Views: 184,118
VTR: 80.44% VTR: 80.08% VTR: 77.12%

- The KPIs were successfully achieved.

Period: July 2020

Source: Datorama
 Performance OTV

JULY
KPI SHARE CHANNELS
SEM 28 SEM 29 SEM 30 SEM 31
TRPS Planned 87 102 53
76 97 49 41%
TRPS Delivery
Diff -9 -5 -4 59%
RCH Planned 21 23 19
RCH Delivery 23 25 17
Diff 2 2 -2 AZTECA UNO AZTECA SIETE

- The campaign went live since July 13th to 31st. SHARE FRINGES

- We didn’t achieve all TRP’s, because audiences went down 9%

through the month. We optimized the activity by buying the 46%
best related programs to the target.
45%
- Total reach was 37.10% with 222 Trp´s

A AA AAA

Period: July 2020

Source: Datorama
 Performance PTV

JULY
KPI SHARE CHANNELS
SEM 28 SEM 29 SEM 30 SEM 31
TRPS Planned 3 3 3 0.1833
TRPS Delivery 3 3 4 0.1
0.5167
Diff 0 0 1
RCH Planned 3 3 3 0.2
RCH Delivery 3 2 4
Diff 0 -1 1
SPACE WARNER TNT TNT SERIES

- The campaign went live from July 13th to 31st. SHARE FRINGES

- We succesfully achieved all TRP’s because we bought the best

related programs during the month. 52% 48%

- Total reach was 7% with 10 Trp´s

AA AAA

Period: July 2020

Source: Datorama
 SOI vs SOV July 2020
.
SOI vs SOV per Brand
OTV PTV

SOI 2020 SOV 2020 SOI 2020 SOV 2020

105,524 MM 449 23,846 MM 134
SUKROL CENTRUM
3% CENTRUM
4% 4%
SHOT B SUKROL NEUROBION NEU-
6% 11% 4% ROBION
9%
SHOT B
12%
CEN-
NEUROBION TRUM
28% 49%
CENTRUM
62% NEU-
ROBION
28% SHOT B
SHOT B
93% 87%

SOI PTV is considering all insertions they had during the campaign.

Source: IBOPE Adspend and MSS TV 2020

Brands: CENTRUM, PHARMATON, BEDOYECTA, SHOT B, SUKROL, DIABION BIOMETRIX, STRESSTABS 600.
Most important take-aways

Key actions

• CPM for this campaign was optimized.

• The VTR percentages of this campaign concluded that our users had a good response to the creatives.
• We managed to cover the 40% of Prime Time.
• Due to the adjustments made during the campaign we managed to improve the reach.
 Thank you!

43