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Todd Stainbrook Specific Media Head of Automotive “Rapidly Changing Media Consumption: How can you optimize your campaigns to reach today and tomorrow’s consumers?”
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Rapidly Changing Media Consumption:
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Rapidly Changing Media Consumption:
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Optimizing your campaigns to reach today’s consumers
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Presented By
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Presented ByTodd StainbrookMarch 2012
Our Media Landscape..has changed
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Seemingly unlimited choices…in TV
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In Social
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In Mobile
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But it’ still tough to get a consumer’s attention!
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Play
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Who is Really Watching?
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ve o
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Today?
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How do you get your message through?
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Specific Media: Our Story
Targeted Video Network
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Video?
BRANDS HEREplay
Scalable, Targetable Pre‐Roll Video
PRE‐ROLL VIDEO:Behaviorally targeted :15 and :30 second videos will
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run before selected premium, relevant video content. Native video players are clickable to designated URLs.
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COMPANION BANNER:There will be added value 300x250
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companion banners alongside most videos.
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Endless Video format development by:
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Packaging Your Message: Multiple Options
AdSelex AdXtend
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Ad Overlay
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Run multiple creative executions across different brands within a single buy
Empower the viewer with a choice of engagement
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Ad Curtain Ad InteractiveVariety of executions, flexibility to
incorporate and adjustable placements
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Increase interaction opportunities with high Automatic interactive format allows users
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Increase interaction opportunities with high impact, buzz-worthy units
Automatic interactive format allows users to engage with brand features and offers
Online Video Advantage
Online Video Offers Less Cluttered Ad Channel1 6%
Online Video + TV Drives Brand Metrics
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1.6%
Ads
Content
25.0%
75 0%
65%
50%
39%46%
Online Video TV
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Online TV
Online video is less cluttered, making
98.4% 75.0%26%28%
21%14%
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Source: comScore Video Metrix, December 2010
, gyour brand more noticeable General Recall Brand Recall Message Recall Likeability
Source: Nielsen, April 2010
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Nengagement advantage
Multi-tasking TV viewers are more likely to miss advertisements, whereas highly engaged online video viewers are more focused on the content they’ve initiated.
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Not only are TV viewers more likely to be multi-taskers, but they’re also inundated, which effectively decreases your SOV
Digital Advertising: Online Video vs. TV
Percent of Ads Skipped
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TV ONLINE
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Source : 2011 Hulu
Digital Advertising: Online Video vs. TV
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Talk to other people!
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Do things around the house!
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Source : 2011 Hulu
Targetable Actual Auto or CPG Shopper households
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Eliminate The Guesswork From Your Media MixWe help you define the most valuable prospects for your product. Then we target them online.
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Integrate our proprietary online data with Polk or NCS access to offline data to identify
Which households are the most loyal to my brand?
Which households are heavy buyer of my brand category?
Which households buy my top competitors?
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households who buy your products and then target them online.
Scalable, Targeted, Dynamic Pre-Roll Video
Dynamic VIDEO..Not a Dynamic Flash Banner Insertion
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With Format Sequencing
start with an immersive video message, then add coordinated display to yield optimal results
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Video + Display = Success
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• Sequential ads deliver a rich message, increasing positive association and memory sustainability
Increase…
Brand recallBrand favorability
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• Strategic sequencing of ads provides the opportunity to deliver more detailed and complementary information
f yConsumer interactionPurchase intent
Source: Sky and IAB study, October 2010
OriginalOriginal Programming?g g
BRANDS HEREplay
Original Programming
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Headlines
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distribution…..”
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“… online distribution is increasingly becoming a way for networks shows and even TV stars to reach viewers even if
Can daytime soaps find new life online?
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networks, shows and even TV stars to reach viewers even if broadcast audiences aren’t large enough to support them.”
OP Reel
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Challenges to OP/Branded Entertainment
Nearly 63% of client-side marketers plan to participate in branded entertainment projects in 2012, but that still leaves the
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Reasons for Not Doing OP/Branded Entertainment
branded entertainment projects in 2012, but that still leaves the other 37%. Why?
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Cost30%
Lack of Internal Resources
21%
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Lack of Not right for
Brand
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Measurement26%
Brand23%
Source: ANA Survey, August 2011
socialsocial
BRANDS HEREplay
Social Media Options
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The Rise & Fall….
Unique Visitors, US, Unique Visitors, US,
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December 2010
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20MM
50MM
150MM
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myspace facebook
MM
myspace facebook
MM
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Myspace connects….
. . . CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE
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MUSIC BETTER THAN ANYONE ELSE
Reaches a LARGE Audience26MM
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The LARGEST Song Catalog
Myspace 42MM
26MM
24MM20MM
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iTunes 20MM
Spotify 15MM
Pandora 800K
20MM
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M iT P d S if
7MM
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Myspace iTunes Pandora Spotify
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Myspace
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Myspace Growing Again
…AVERAGING 40,000 NEW USERS PER DAY
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MyspaceTV
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The New Reality: Digital Everywhere
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StandardTabletDesktops & LaptopsStandard Standard
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Tablet
Mobile
& LaptopsTV Standard
TVStandard
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StandardTV
TV
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Living Room Personal Computer
Mobile
