Integrating On Air and Online for Maximum Effectiveness · Over two-thirds of the time spent with...

Integrating On Air and Online for

Maximum Effectiveness

Marina Klusas Director, ComScore Media Solutions

Anupam Gupta

President & CEO, Mixpo

Kim Woodworth

Regional Vice President, Comcast Spotlight

Marina Klusas ComScore Media Solutions

Marina Klusas ComScore Media Solutions

Poll Question:

My brand’s 2011 advertising plans include: oTelevision but no online

oOnline but no television

oBoth television and online

INSERT VIDEO #1: TV/Online :30

Kim Woodworth Comcast Spotlight

Source: eMarketer, March 2011. Time spent figures based on per day, U.S. Adults.

1% Mobile

11% Magazines

43% TV

19% Online

17% Newspapers

11% Radio

25% Online

5% Newspapers

8% Mobile

16% Radio

43% TV

3% Magazines

Consumer Media Consumption

Advertising Investments

Under-Tapped Online Audience

Media Consumption vs. Advertising Investments

Online TV Integration

• 59% of consumers watch TV and use the Internet simultaneously

• Brand recall scores increase 82% with exposure to both a TV ad and an online ad

• Time spent online has grown to over 12 hours per week

• American consumers allocate 33% of their weekly media time to online

• Unparallel opportunity to reach the local audience on 2 screens - online and on air

Source: Nielsen and Yahoo Study; eMarketer

Percent of Day With Major Media

TV and Video 43%

Internet 25%

Radio 16%

Mobile 8%

Newspapers 5%

Magazines 3%

Over two-thirds of the time spent with

major media each day, is spent online or

watching television.

Source: eMarketer, March 2011. Time spent figures based on average per day , 2010, U.S. Adults. Note: Time spent multi-tasking is applied to both media.

Video Pre-Roll

• Video Pre-Roll: is a video ad experienced in-stream, before the video content is played for the viewer

• Benefits of Video Pre-Roll :

• Your TV ad online – extend the reach of your campaign!

• Companion 1000x90 Static Banner

• 100% forced play (:15 or :30)

• Reporting on Engagement Metrics

• DMA or Zone Geo-Targeted

• Uncluttered placement

In-Banner Videos • In- Banner Videos increase the ability of your 300x250 banner to play a full

:30 second spot, with measurable performance: Impressions and Conversions

Lead Capture Survey (Polling)

Redirect Social Networking

Record

INSERT VIDEO #2: THE Office/It’s Always Sunny Demo

Measuring Online Success

Impressions Served

Message Exposure

Videos Watched

Engagement

Case Study – The Game Show Network

• Media Storm and their client, The Game Show Network, wanted to increase viewership for the debut Improv-A-Ganza TV Show

• Using existing on-air creative, interactive features and prominent placement on XFINITY.com, over 33,000 active video ad views boosted brand exposure and increased awareness for the new series

• Driving Results: – Engaged Viewers –31% of viewers watched the 30-second video ad from start to finish, which is a

strong indicator of intent to watch the program on TV

– Awareness raised – Over 33,000 people viewed the ad amounting to 140 hours of brand exposure.

Kim Woodworth Comcast Spotlight

Poll Results:

My brand’s 2011 advertising plans include: oTelevision but no online

oOnline but no television

oBoth television and online

Poll Question:

Do you believe video is a more effective online marketing tool than static or animated banner ads? oYes

oNo

Anupam Gupta Mixpo

All IAB standard ad sizes and custom sizes available

TECHNOLOGY

• Fast ad creation and updates

• Multiple video ad formats

• Auto-optimization

• Analytics

VIDEO

• Video Assets/TV Spots

• Static Images/ Photos • Nearly anything can be the body of an ad

INTERACTIVE FEATURES

• Links

• Printable coupons • Lead capture forms • Surveys • Social media • Mapping And more…

INTRODUCTION TO MIXPO

EXTENDING TV CAMPAIGNS ONLINE, SEAMLESSLY

Easily convert TV spots and digital media into online video ads

Deliver interactive, targeted advertising

Gain insight into campaign performance

2

3

2

1

3

EXAMPLE 1: NON-EXPANDABLE IN-BANNER VIDEOAD

• 3.34% Engagement Rate.

• 1.9% of user initiated View Rate: 121k people chose to watch the spot.

• A total of 550 Hours of video was viewed: Brand Exposure. Think of this as 66,000 :30 spots.

• The added value beyond Banner Impressions and Active Video Views: 4100 clicks, 90000 Interactions.

Interactive Features: Telescoping

EXAMPLE 2: EXPANDABLE IN-BANNER VIDEOAD

• 2.4% Engagement Rate.

• 2.27% of user initiated View Rate: 216k people chose to watch the spot.

• A total of 642 Hours of video was viewed:

Brand Exposure. Think of this as 77,000 :30 spots.

• The added value beyond Banner Impressions

and Active Video Views: 7500 clicks, 4500 Interactions.

Interactive Features: Record my DVR

EXAMPLE 3: HIGH IMPACT IN-BANNER VIDEO AD

• Pencil-pushdown unit: Local market roadblock.

• 4% Engagement Rate.

• 3.8% of user initiated View Rate: 61k people chose to watch the spot.

• A total of 101 Hours of video was viewed: Brand Exposure. Think of this as 12,200 :30 spots.

• The added value beyond Banner Impressions and Active Video Views: 1300 clicks, 1600 Interactions.

Interactive Features: Coupon, Mapping

FLEXIBLE INTERACTIVITY, HIGH IMPACT

Illustrative Political Ad

Lead Capture

Surveys & Polls

Real-time Feeds Twitter

feeds

Social Networking

INSERT VIDEO #3: Mixpo Examples

GREAT RESULTS COME FROM ENGAGEMENT NOT CLICKS

Deliver message via sight, sound, and motion Interact with viewer 2

1

Landing Page

ACTIVE VIEW

CLICK THRU

Landing Page

CLICK THRU

More user initiated Views than static banners deliver clicks*

Higher Engagement Rate than static banners deliver clicks*

Higher Average Ad Time viewed than other rich media**

21x

27x

26% *Source: ‘2008 Year-In-Review Benchmarks’, Doubleclick, June 2009: Average click-through rate = 0.1% and Mixpo March-May 2011 average data **Source: EyeWonder data (Nov 2009): Average ad time viewed = 10.9 seconds and Mixpo March to May 2011 average data

Anupam Gupta Mixpo

Poll Results:

Do you believe video is a more effective online marketing tool than static or animated banner ads? oYes

oNo

Integrating On Air and Online for

Maximum Effectiveness

www.comcastspotlight.com/takefive