FIRST, IF YOU HAVE ANY TECHNICAL ISSUES, JUST HIT F-5 ON YOUR KEYBOARD AT ANY TIME TO REQUEST HELP

Transcription

1 1A THANK YOU FOR ATTENDING. TODAY S AD WEEK WEBCAST IS PART OF THE TAKE FIVE FOR YOUR FUTURE SERIES BY COMCAST SPOTLIGHT.. REACHING CONSUMERS ACROSS MULTIPLE SCREENS. I M YOUR MODERATOR, CHRIS ELLIS. NOW BEFORE WE START, A FEW REMINDERS: FIRST, IF YOU HAVE ANY TECHNICAL ISSUES, JUST HIT F-5 ON YOUR KEYBOARD AT ANY TIME TO REQUEST HELP ALSO, PLEASE DISABLE ANY POP-UP BLOCKERS IF YOU HAVE THEM RUNNING RIGHT NOW. YOU RE GOING TO NEED THOSE WINDOWS TO POP UP IN ORDER TO TAKE PART IN OUR INTERACTIVE POLLING. OUR WEBCAST IS ALSO INTERACTIVE IN THAT YOU LL BE ABLE TO ASK QUESTIONS, AND YOU CAN DO THAT AT ANY TIME. JUST ENTER YOUR QUESTION INTO THE ASK A QUESTION TEXT BOX AND WE LL TRY TO ANSWER AS MANY AS WE CAN LATER ON IN THE WEBCAST. AND FINALLY, WE WANT TO LET YOU KNOW THAT THIS WEBCAST IS GOING TO BE AVAILABLE ON DEMAND FOR THE NEXT 90 DAYS ON ADWEEK.COM AND ON COMCASTSPOTLIGHT.COM/TAKEFIVE. THE PAST FEW YEARS HAVE WITNESSED THE INTRODUCTION OF MANY NEW DEVICES. CONSUMERS HAVE MORE AND MORE SCREENS COMPETING FOR THEIR TIME AND ATTENTION, AND MANY HAVE DISCOVERED THAT THEY CAN INCREASE THE MEDIA VIEWING MINUTES IN THEIR DAY BY USING MORE THAN ONE SCREEN AT THE SAME TIME. THESE TRENDS PRESENT BOTH CHALLENGES AND OPPORTUNITIES FOR ADVERTISERS, AND TODAY WE LL HEAR FROM OUR PANEL OF EXPERTS ABOUT HOW THEY TURN THIS TREND INTO AN ADVANTAGE.CONNECTING WITH CONSUMERS ACROSS MULTIPLE SCREENS TO INCREASE THE REACH, ENGAGEMENT AND EFFECTIVENESS OF THEIR CLIENTS CAMPAIGNS. 1

2 1B WITH US ON THE PANEL THIS AFTERNOON ARE.. SCOTT DAVIS, EXECUTIVE VICE PRESIDENT AT HARMELIN MEDIA IN PHILADELPHIA. NICHOLAS WOOTTEN, MEDIA DIRECTOR AT SCHOOL OF THOUGHT, A SAN FRANCISCO-BASED MARKETING AND ADVERTISING AGENCY FRASER ELLIOTT, SENIOR VICE PRESIDENT AND MEDIA DIRECTOR AT CRAMER-KRASSELT IN PHOENIX AND MIKEL MILLER, VICE PRESIDENT, INTERACTIVE MEDIA, AT COMCAST SPOTLIGHT 2

3 1C BEFORE WE BEGIN THE DISCUSSION, LET S TAKE A CLOSER LOOK AT THIS EVER-CHANGING MEDIA LANDSCAPE AND HOW IT S CHANGING CONSUMER HABITS. FOR THAT WE LL TURN TO MIKE MILLER MIKE 3

4 2A MIKE: ALTHOUGH TV VIEWING IS AT AN ALL TIME HIGH, MEDIA HABITS ARE CHANGING OVERALL, CONSUMPTION OF MAJOR MEDIA CONTINUES TO GROW OVER TIME, GAINING NEARLY AN HOUR OVER THE PAST FOUR YEARS. THE GROWTH COMES FROM TV, INTERNET AND MOBILE AT THE EXPENSE OF RADIO, NEWSPAPERS AND MAGAZINES. ADDITIONALLY, TV AND INTERNET CONTINUE TO DRIVE THE VAST AMOUNT OF MEDIA USAGE, INCREASING FROM A COMBINED 66% SHARE IN 2008 TO A 68% SHARE IN

5 2B TV AUDIENCES ARE CONTINUING TO FRAGMENT ACROSS PROGRAM NETWORKS ACROSS TV DISTRIBUTION PLATFORMS (BROADCAST, CABLE, SATELLITE, TELCO TV, OTT ONLINE VIDEO PROVIDERS) ACROSS VIEWING DEVICES (TRADITIONAL TV SETS, COMPUTERS, SMART PHONES, TABLETS) THE LINES BETWEEN TV AND ONLINE ARE BLURRING. THIS CONTINUING EVOLUTION FROM WHAT WAS SINGLE PLATFORM BROADCAST TV TO MULTI-PLATFORM VIDEO VIEWED ACROSS MULTIPLE SCREENS IS MAKING IT INCREASINGLY DIFFICULT TO ACHIEVE ADVERTISER S REACH GOALS 5

6 -2C LINES BETWEEN TV AND ONLINE WILL CONTINUE TO BLUR (ESP FOR ONLINE VIDEO) CONSUMERS INCREASINGLY USE MEDIA SIMULTANEOUSLY. TODAY, THE MAJORITY OF ALL MEDIA INTERACTIONS INVOLVING 1 SCREEN NOW COINCIDE WITH THE USE OF ANOTHER SCREEN; WE HAVE BECOME A NATION OF MULTI-TASKERS. ATTEMPTS ARE BEING MADE BY RESEARCH COMPANIES TO UNDERSTAND THE EXTENT OF THIS AUDIENCE BEHAVIOR. A RECENT NIELSEN STUDY REVEALS THAT THREE IN EVERY FOUR INTERNET USERS HAVE ALSO USED TELEVISION AT THE SAME TIME (YAHOO! AND NIELSEN). 75% OF CONSUMERS USE TV AND ONLINE SIMULTANEOUSLY ON A MONTHLY BASIS 6

7 2D RECENT OLYMPICS PROVIDES AN EXAMPLE: -MORE THAN 219 MILLION UNIQUE VIEWERS STATESIDE TUNED IN ACROSS ALL SCREENS, MAKING IT THE MOST-VIEWED EVENT IN U.S. TV HISTORY (AND CERTAINLY A DEFINING MOMENT FOR "TV EVERYWHERE ). -VIEWING ACROSS XFINITY TV PLATFORMS AMOUNTED TO NEARLY 50 MILLION STREAMS (LIVE AND ON DEMAND ACROSS DEVICES), 22 MILLION OF WHICH WERE ON DEMAND THROUGH THE SET-TOP BOX, A NEARLY 700% INCREASE COMPARED TO THE 2010 VANCOUVER GAMES. - 68% OF STREAMING VIDEO (LIVE AND ON DEMAND) WAS VIEWED ON THE PC - 32% OF STREAMING VIDEO (LIVE AND ON DEMAND) WAS VIEWED ON SMARTPHONES AND TABLETS COMBINED, WITH HIGHER VIEWING ON THESE DEVICES GENERALLY ON THE WEEKENDS. - -XFINITY CUSTOMERS WATCHED THE OLYMPICS ON MULTIPLE DEVICES: ON AVERAGE, OUR CUSTOMERS VERIFIED 2.4 DEVICES ON WHICH TO VIEW STREAMING 7

8 2E TO SUMMARIZE: TV and Internet are driving the vast amount of media usage Audiences continue to fragment across TV networks, distribution platforms and devices The lines between TV and online (especially online video) are blurring We ve become a nation of media multi-taskers - 8

9 3A THANK YOU MIKE. NEXT, LET S TAKE A MINUTE TO TEST YOUR MULTI-SCREEN IQ IN OUR FIRST INTERACTIVE POLL. WE JUST HEARD MIKE SAY THAT 75% OF CONSUMERS USE TV AND ONLINE SIMULTANEOUSLY ON A MONTHLY BASIS. BUT OF THOSE, WHAT PERCENT AGE DO YOU THINK SAY THEY USE THE TWO SCREENS TOGETHER AT LEAST ONCE A WEEK? IS IT?. (READ OPTIONS) WE LL BE BACK LATER IN THE WEBCAST WITH YOUR ANSWERS AND THE CORRECT ANSWER. 9

10 4A LET S TURN TO OUR PANEL TO GET THEIR THOUGHTS ABOUT HOW ADVERTISERS ARE UTILIZING THESE NEW SCREENS. SCOTT DAVIS FROM HAMERLIN MEDIA, I D LIKE TO BEGIN WITH YOU PLEASE. ARE YOU SEEING A TREND TOWARD AD CAMPAIGNS DESIGNED TO REACH CONSUMERS ON MULTIPLE SCREENS? (SCOTT RESPONDS) (OTHER PANEL MEMBERS RESPOND) 10

11 5A LET S TURN TO NICHOLAS WOOTTEN FROM SCHOOL OF THOUGHT IN SAN FRANCISCO FOR OUR NEXT QUESTION. NICK, HOW DO TWO-SCREEN CAMPAIGNS ADDRESS THE ISSUE OF AUDIENCE FRAGMENTATION? (NICK RESPONDS) (OTHER PANEL MEMBERS RESPOND) 11

12 6A NEXT WE LL GO TO FRASER ELLIOTT. FRASER, CAN ONLINE BE USED TO GENERATE INCREMENTAL REACH FOR A TV CAMPAIGN? (FRASER RESPONDS) (OTHER PANEL MEMBERS RESPOND) 12

13 7A SCOTT DAVIS LET S COME BACK TO YOU FOR THE NEXT ONE. IN ADDITION TO GENERATING REACH, WHAT OTHER BENEFITS DO ADVERTISERS EXPERIENCE WHEN THEY ADD ONLINE VIDEO TO A CAMPAIGN? (SCOTT RESPONDS) (OTHER PANEL MEMBERS RESPOND) 13

14 8A NICK, HOW CAN ONLINE VIDEO BE USED TO ENGAGE THE CONSUMER AND CREATE A MORE IN-DEPTH EXPERIENCE? (NICK RESPONDS) (OTHER PANEL MEMBERS RESPOND) 14

15 9A LET S GO BACK TO FRASER ELLIOTT. HOW DO TWO-SCREEN CAMPAIGNS ADDRESS THE TREND TOWARD MEDIA MULTI-TASKING? (TBD RESPONDS) (OTHER PANEL MEMBERS RESPOND) 15

16 10A SCOTT, IS SEEING AN ADVERTISER S MESSAGE ON TWO OR MORE SCREENS MORE IMPACTFUL THAN WHEN A CONSUMER SEES THE MESSAGE ON JUST ONE SCREEN? (SCOTT RESPONDS) (OTHER PANEL MEMBERS RESPOND) 16

17 11A LET S CHECK THE RESULTS OF OUR FIRST AUDIENCE POLL. WE ASKED AND HERE S HOW YOU RESPONDED.. (READ PERCENTAGE AUDIENCE RESULTS OFF SCREEN) WHAT S THE CORRECT ANSWER? ACCORDING TO A YAHOO! NIELSEN CONVERGENCE PANEL STUDY, 9 OUT OF 10, OR 90 PERCENT OF THOSE WHO REPORT USING THE TV AND THE WEB AT THE SAME TIME, SAY THEY DO SO AT LEAST ONCE A WEEK. 17

18 11B LET S SEE HOW YOU DO ON THIS ONE.. ACCORDING TO A 2011 NIELSEN/GOOGLE CROSS-PLATFORM EFFECTIVENESS STUDY. WHEN VIEWERS WERE EXPOSED TO A MESSAGE ON BOTH TELEVISION AND ON ONE OR MORE ADDITIONAL SCREENS, BRAND RECALL GREW FROM FIFTY-PERCENT (TELEVISION ONLY) TO: (READ OPTIONS) WE LL COME BACK A LITTLE LATER FOR THE REAL ANSWER. SO FAR, WE VE HEARD HOW MULTI-SCREEN CAMPAIGNS CAN INCREASE REACH, GENERATE ENGAGEMENT AND EVEN BOOST BRAND RECALL. ONE COMPANY THAT MAKES IT EASY FOR ADVERTISERS TO TARGET HOUSEHOLDS WITH MULTI-SCREEN MESSAGES IS COMCAST SPOTLIGHT. LET S TAKE A QUICK LOOK AT THIS SHORT VIDEO 18

19 12A 19

20 13A BACK TO TELL US MORE ABOUT COMCAST SPOTLIGHT S TWO-SCREEN SOLUTIONS IS MIKE MILLER. MIKE 20

21 13B COMCAST CABLE TECHNOLOGY POWERS THE DIGITAL HH POWERING THE BIG SCREEN HD TV, STREAMING VIDEOS ONLINE TO COMPUTERS/TABLETS/SMART PHONES, SURFING THE INTERNET, CATCHING UP ON YOUR , PROGRAMMING YOUR DVR OR CATCHING UP ON YOUR FAVORITE PROGRAM ON DEMAND.THE FAT BANDWIDTH CABLE POWERS THESE SERVICES AND MORE. COMCAST IS: #1 CABLE TELEVISION PROVIDER (OVER 22M XFINITY TV VIDEO SUBSCRIBERS) #1 ON DEMAND PROVIDER (22.5B+ BILLION VIEWS WITH OVER 10+B HOURS WATCHED) AS OF 11/2011 #1 BROADBAND PROVIDER (19M XFINITY INTERNET CUSTOMERS) #4RESIDENTIAL PHONE PROVIDER (9.8M XFINITY VOICE CUSTOMERS) COMCAST SPOTLIGHT IS THE ADVERTISING SALES DIVISION OF COMCAST CABLE, WE HELP PUT THE POWER OF THIS TECHNOLOGY TO USE FOR LOCAL, REGIONAL AND NATIONAL ADVERTISERS. 21

22 13C FOR LOCAL REACH, CABLE COMPANIES LIKE COMCAST ARE WELL POSITIONED TO DELIVER M-S TV AND ONLINE BECAUSE OF THE FAT BANDWIDTH CABLE AND ASSOCIATED TECHNOLOGY THAT POWERS TODAY S DIGITAL HOUSEHOLD. THE MAJORITY OF SUBSCRIBERS TAKE BOTH SERVICES, BOTH THE TV AND ONLINE PRODUCT SUITE, AND THEREFORE HAVE THE CAPABILITY OF SEEING ADVERTISERS MESSAGING IN BOTH MEDIUMS. IN THE CASE OF COMCAST, 68% OF XFINITY VIDEO CABLE TV SUBSCRIBERS ARE ALSO INTERNET SUBSCRIBERS AND 84% OF XFINITY INTERNET SUBSCRIBERS ALSO TAKE CABLE TV. 22

23 13D This unique ability through the cable technology that powers today s digital household, to accurately target the local consumer/subscriber differentiates this Multi-Screen TV Online solution. It s our unique ability, through cable technology, to reach the consumer/subscriber through TV and Online because those are the screens that we power It s our Cable Subscriber that watches the :30 spots that our advertisers run with us It s our High-Speed Internet Subscriber that used XFINITY.com and sees the ads our advertisers place We also know there is high duplication between the two because many of our subscribers get both services from us That s what makes our Multi-Screen TV/Online solution unique and highly effective Because cable subscribers login (in the case of Comcast to XFINITY.com) to check their , VM, program their DVR, remotely check in on their home security and increasingly view video content where/when/what they want we can more accurately geographically target our online ads based on their subscriber billing address. We can cover the entire DMA or allow our advertisers to pinpoint their audience through available geographic zones We offer the same geographic targeting opportunity on both screens making a multi-screen solution through XFINITY more effective and efficient 23

24 13E THE SECOND BENEFIT WE PROVIDE IS THE ABILITY FOR US TO DEMOGRAPHICALLY TARGET OUR ADVERTISER S AUDIENCE WE DO THIS BY USING THE VAST ARRAY OF PROGRAMMING OPTIONS THROUGH THE PORTFOLIO OF NETWORKS AVAILABLE ON CABLE TV WE THEN SHOW THE REACH OF XFINITY.COM (AS WELL AS HOW IT INDEXES) AGAINST THE SAME TARGET AUDIENCE THIS RESULTS IN A RECOMMENDED EFFECTIVE 2-SCREEN SCHEDULE THAT WILL MAXIMIZE THE ADVERTISERS EXPOSURE AGAINST THE AUDIENCE THEY RE LOOKING TO REACH 24

25 13F WITH CABLE MULTI-SCREEN TV AND ONLINE, YOU CAN RE-PURPOSE YOUR SAME :30SEC TV SPOT TO THE SAME GEOGRAPHY TO THE DIGITAL HOUSEHOLD YOU ALREADY VALUE WITH YOUR EXISTING COMCAST CABLE TV INVESTMENT USING IBV AND/OR SHORT VIDEO PRE-ROLL. PRE-ROLL IS A FORCED VIEW OF THE ADVERTISERS MESSAGE THAT RUNS BEFORE THE VIDEO THE VIEWER HAS CHOSEN TO WATCH. IN BANNER VIDEO USES A VIDEO PLAYER WITHIN THE STANDARD ONLINE DISPLAY BANNER. CONSUMERS OPT-IN TO VIEW THE MESSAGE. CABLE IBV SOLUTION HAS THE ADVANTAGE OF A SUBSCRIBER PAID SITE; CLEAN AND CLUTTER FREE. IN THE CASE OF COMCAST XFINITY.COM, ONLY A SINGLE AD UNIT ABOVE THE FOLD. WITH THIS CABLE MULTI-SCREEN TV ONLINE SOLUTION, YOU CAN USE THE SAME :30 SPOT IN THE SAME GEOGRAPHIES TO TARGET THE CABLE DIGITAL HOUSEHOLD YOU ALREADY VALUE WITH YOUR EXISTING CABLE TV INVESTMENTS. 25

26 13G SUMMARY UNIFY TV AND ONLINE EFFORTS TO ACCURATELY REACH LOCAL TARGET AUDIENCE UNDUPLICATED LOCAL REACH EXTENSION OF INCREASINGLY FRAGMENTED TARGET AUDIENCE M-S LOCAL BRANDING SYNERGY (BUMP IN UPPER PURCHASE METRICS) CAN EASILY USE SAME :30 TO SAME GEOGRAPHY TO SAME DIGITAL HOUSEHOLD ALREADY VALUE WITH EXISTING CABLE TV INVESTMENTS BUILDS FOUNDATIONAL LEARNINGS FOR TV EVERYWHERE FUTURE HAVE LOCAL SCALE ON TODAY S 2 MOST IMPORTANT PLATFORMS; TV AND ONLINE THANK YOU MIKE. LET S TAKE A BREAK NOW TO CHECK THE RESULTS OF THAT LAST INTERACTIVE 26

27 POLL. 26

28 14A ACCORDING TO A 2011 NIELSEN/GOOGLE CROSS-PLATFORM EFFECTIVENESS STUDY. WHEN VIEWERS WERE EXPOSED TO A MESSAGE ON BOTH TELEVISION AND ON ONE OR MORE ADDITIONAL SCREENS, BRAND RECALL GREW FROM FIFTY- PERCENT (TELEVISION ONLY) TO: HERE S HOW YOU RESPONDED.. (READ PERCENTAGE AUDIENCE RESULTS OFF SCREEN) WHAT S THE CORRECT ANSWER? WHEN VIEWERS WERE EXPOSED TO A MESSAGE ON BOTH TELEVISION AND ONE OR MORE ADDITIONAL SCREENS, BRAND RECALL GREW FROM FIFTY-PERCENT (TELEVISION ONLY) TO 74 PERCENT AN INCREASE IN BRAND RECALL OF 24 PERCENT 27

29 15A LET S GO BACK TO OUR PANEL FOR A COUPLE OF MORE QUESTIONS.. FRASER, WHAT CHALLENGES DO ADVERTISERS FACE WHEN PLANNING MULTI-SCREEN CAMPAIGNS? (FRASER RESPONDS) (OTHER PANEL MEMBERS RESPOND) 28

30 16A SCOTT, LET S GO BACK TO YOU. AGENCY BUYING AND PLANNING IS OFTEN SILOED INTO SEPARATE UNITS THAT SPECIALIZE IN TV OR ONLINE. HOW CAN AGENCIES STRUCTURE THEMSELVES TO BETTER COORDINATE THE INTEGRATION OF TV AN ONLINE FOR THEIR CLIENTS? (SCOTT RESPONDS) (OTHER PANEL MEMBERS RESPOND) 29

31 17A NOW LET S TAKE SOME QUESTIONS THAT HAVE BEEN COMING IN THROUGHOUT THE HOUR FROM THOSE OF YOU IN THE AUDIENCE. (SELECT QUESTIONS AND POSE TO APPROPRIATE PANELIST) 30

32 18A THAT S ALL THE TIME WE HAVE TODAY. WE WANT TO THANK OUR PANELISTS AND EVERYONE WHO ATTENDED TODAY S WEBCAST. WE WELCOME YOUR FEEDBACK AND URGE YOU TO ANSWER THE EXIT SURVEY QUESTIONS THAT WILL APPEAR ON YOUR SCREEN. YOU CAN VIEW A BRIEF VIDEO ON MULTI-SCREEN ADVERTISING FEATURING SOME OF TODAY S PANEL MEMBERS NOW AT AS WELL AS AN ARCHIVED COPY OF THIS WEBCAST WHICH WILL BE AVAILABLE EARLY NEXT WEEK. THANKS FOR JOINING US AND HAVE A GREAT AFTERNOON. 31