Disruption in Advertising Xyte’s Cognographics™

Cognographics

Based on the innate and different thinking process of each consumer’scognofile

Other “ographics” Based on aggregate data of past purchase behavior of all consumers

Cognographics™

Demographics

Psychographics

Behavioral- graphics

Geographics

Copyright © 2013 Xyte, Inc. All rights reserved. Confidential and Proprietary

Tested and Endorsed

“Xyte’s form of audience segmentation has the potential of taking us far beyond demographics on our profiling of television program audiences. Xyte has the audience measurement of the future.” David Poltrack President of CBS Vision

Science of the Mind

“It is a new and disruptive way of identifying, measuring, and valuing people.”

Thinking process Physiological Comfort zone Motivations Input preferences Retained memory

CognofileDifferences

5

Couch Potatoes Who Watch the Most TV

Initiate Perform

2

Classify

1

Reliable

Operate Practical Implement

4

Organize

3

Perceive

15

Compose

16

Verbal

13

Clarify

Plan

14

Theory Analyze Conceptual

Perform CognofileThinking process• People oriented, gut-feel decisions, comfortable w/emotions• Prefers quick rewards now, routine work, literal interpretation • Input senses are touch and action, abstract concepts difficult

Messaging• Explain in concrete and literal terms; give only one or two options• Show how product can be worked into their routine• Show immediate reward and how to feel good about self• Provide lots of pictures; doesn’t like to read• Use endorsements and authority figures to persuade

Buying Habits• Will buy things for family and friends• Enjoys “hunting and gathering”; touching and feeling the product• Purchasing process should be fast and easy; to product home now• More apt to shop “dollar stores” and Wal-Mart rather than Target• Seeks payment plans for larger items since they aren’t big savers• Impulse buyer, looking for a sale value, but not quality conscious

Analyze CognofileThinking process• Extroverted, enjoys social interaction, thinks out loud, aggressive• “Thing” oriented, logical decision-maker, uncomfortable with emotions• Results oriented, time and details are important, likes structured systems• Future oriented for rewards, grey areas, opportunities; dislikes routine work• Input senses are intuition about things and speaking

Messaging• Provide quick results; pose a problem to solve• Information best absorbed in a structure with logical reasoning and facts• Unemotional in delivery; memories are held in sounds, words, visuals• Often describes future implications• Gives insights and analogies; compliments and praise

Buying habits• Does not like to shop, so purchasing is a planned event• Can work with a great deal of complex information to choose products• May say “Ah ha!” meaning “I understand and hurry up”• Proactive buyer who will shop for quality and name brand• Pursues logical, results-oriented course of action

XYTE’S COGNOGRAPHICS FOR “AMERICAN IDOL”

Why do they watch this program Like reality and the tangible concreteness Lives vicariously through the emotional

experiences of the contestants Enjoy routine work Believe in fate and luck Dislike change Live in the present Seek immediate rewards

Addressable advertising to this cluster: Blue collar/physical work for living/

conservative beer loving crowd Take the written word literally Life is “black and white” Simple, quick pleasures/rewards Shopping is a form of entertainment Slapstick humor Country music in the background Show how to physically use the product Be tangibly hands-on Depict emotional happiness

Initiate

5

Perform

4

Classify

8

Reliable

2

Operate

16

Practical

7

Implement

6

Organize

1

Perceive

3

Compose

11

Verbal

9

Clarify

13

Plan

14

Theory

12

Analyze

10

Conceptual

14

CBS Drama “CANE” Promotion

“Father Knows Best” promo was developed to attract the Body RowInitiate

3

Perform

7

Classify

1

Reliable

12

Operate

16

Practical

15

Implement

5

Organize

9

Perceive

6

Compose

2

Verbal

4

Clarify

10

Plan

11

Theory

14

Analyze

8

Conceptual

13

Initiate

7

Perform

9

Classify

3

Reliable

8

Operate

1

Practical

5

Implement

4

Organize

10

Perceive

6

Compose

2

Verbal

11

Clarify

15

Plan

12

Theory

13

Analyze

14

Conceptual

16

“Young Cast” promo was developed to attract the Hand Row

Xyte’s Cognographics™

Benefits: “Who does what and why” Tailored, personalized advertising Across multiple media platforms Single source data Loyalty card data proves ROI Predictive regression analysis Track entire campaign Optimizes media

Xyte can be applied to any product category and will be a totally disruptive innovation that will overhaul the ad business … leap-frog jumps closer to being in touch with the minds and hearts of the audience/consumers/people

Xyte’s Cognographics™