Comcast Spotlight. Fast Facts

Transcription

1 Comcast Spotlight offers insightful market research and integrated promotional opportunities that leverage network brands to enhance your campaign. Advertisers can work directly with Comcast Spotlight, or with National Cable Communications (NCC) who exclusively represents Comcast Spotlight in the national spot television marketplace. Comcast Spotlight Comcast Spotlight, the advertising sales division of Comcast Cable, helps put the power of on air, online and on demand media to use for local, regional and national advertisers. It is focused on moving the industry forward in advanced technologies and innovative products to reach, engage and connect with audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Comcast Spotlight has a presence in nearly 80 markets with approximately 35+ million owned and represented subscribers. Comcast Spotlight s goal is to make cable advertising easy to buy, and to enhance the value of spot cable advertising via new technologies, products and services. *Alteryx Spotknowledge as of 12/12 Cable s audience is more upscale and has more purchasing power than broadcast network s and local television station s audiences. Comcast Spotlight inserts commercials in many targeted cable networks, allowing advertisers to choose the best mix for reaching the geographic consumer groups they desire. Buying commercial time with Comcast Spotlight allows advertisers to run only in the precise markets - and zip codes - they want, whether it s for a local, regional or national effort. Comcast Spotlight delivers innovative products that reach the audiences advertisers want, when they want them. Adtag TM and Adcopy TM allow advertisers to air several different versions of a commercial across several precise geographic regions. Comcast Spotlight offers multiple on air, online and on demand media options to help you target audiences wherever they use media. COMCAST SPOTLIGHT

2 Simple Spot cable is simple to plan and simple to buy. Market Focused Spot Cable allows you to master the changing television marketplace. Spot Cable Advertising Spot cable refers to cable purchases in local markets or other geographic areas as specified by you and/or your ad agency. With spot cable advertising, marketers can pick and choose from various cable networks and from different geographic areas covered by the cable system. Adaptable Select the right networks, dayparts and programs for your brand in every market. ROI Driven Deliver consumer reach and effective frequency eliminate doubt and waste. Targeted Spot Cable offers a wide range of advanced engagement and technologies. Allows you to strengthen your brand in the markets most important to you. Provides efficient media buying spot cable allows you to reach your core audience without paying for wasted coverage. Allows you to reach potential customers that share similar interests. Provides you with the opportunity to marry your message with top-rated network and programming brands for increased awareness and credibility. Geographic Targeting By effectively using spot cable, you can reduce waste by concentrating your message only in the areas you need to reach potential customers. Demographic Targeting Cable networks have specific audiences with their own individual interests. Spot cable allows you to advertise on the cable networks that best allow you to reach the niche audiences interested in your products or services. Flexibility Because of the way cable systems are now interconnected, you can easily create a strategic, awareness-building campaign, while still enjoying the efficiency and targetability that spot cable delivers. TV ADVERTISING

3 Industry standard for zone-addressable advertising, available in over 110 markets, representing over 85% of cable households. Fast turnaround: over 90% of campaigns tagged and delivered to market in one business day. Over 500 unique advertisers have run Adtag & Adcopy campaigns since Great for co-ops and dealer groups: every agent can have a unique photo, voiceover, and contact information. Adtag TM & Adcopy TM Adtag & Adcopy employ state-of-the-art technology to offer you the most targeted approach to spot cable advertising. Using geography and demographics, you can segment your market and customize spots like never before. Adtag lets you maintain the first 25 seconds of a spot and change the final five seconds to feature different local tags that run simultaneously throughout the market. The viewer sees not only the most relevant location information, but an ad that is customized and effective. With Adcopy, you can promote different products and services to different customers, simultaneously, all with one buy. This tailor-made mix of commercials will deliver a more targeted message without sacrificing reach. *Source: Visible World, 2012 Strengthens your brand throughout a market while targeting the desired geographic and demographic groups with specific messages. Offers more targeted, relevant and effective advertising with commercials that run simultaneously across the market with different tags. Incorporates client-specific data with market research to enhance targeting. Offers a more targeted approach that broadcast cannot match. Promotes different products and messages to support one or multiple brands. Maximizes your media execution by reaching multiple segments with one simple buy. Geographic targeting with different messages. Many versions, multiple zones, one traffic order. Creative repurposing for different segments comes standard with your order. Split copy execution to target specific audiences with specific messages. TV ADVERTISING

4 Brand recall from TV advertising is 50% but when combined with online advertising, brand recall increases by an additional 24%. That means 74% ad effectiveness. * 68% of XFINITY cable TV subscribers are also internet subscribers, and 84% of XFINITY internet subscribers are also cable subscribers. ** A recent Nielsen study reveals that three in every four internet users have also used television at the same time. *** 75% of consumers use TV and online simultaneously on a monthly basis. Additionally, 90% of those multi-taskers exhibited this behavior at least once per week. *** * Source: Nielsen. Google Cross- Platform Ad Effectiveness Study 2011 ** Source: Comcast internal report Q *** Source: Yahoo! Survey of Nielsen Convergence Panel 2010 Multi-screen Advertising Comcast Spotlight s multi-screen solutions include television and online advertising to integrate an advertiser s message to potential customers in a more engaging and impactful way. Multi-screen advertising extends reach, builds frequency and provides advertisers with multiple exposures in Comcast homes across the county. Unifies TV and Online efforts Provides unduplicated local reach Extends existing TV commercial creative into the online space creating cost efficiencies Maximizes reach, message and brand recall by extending TV campaign Multi-screen advertising utilizes both geographic and demographic targeting capabilities Advertisers can demographically target the same :30 video message on two screens to reach the target audience Comcast Spotlight s TV and internet technologies allow for deeper engagement with advertisers target audiences MULTI-SCREEN ADVERTISING

5 XFINITY.com users are: 25% more likely to have purchased furniture or home accessories online.* 23% more likely to make a home improvement purchase online.* 27% more likely to book a hotel/motel reservation online.* 24% more likely to have shopped online for airline tickets/ reservations.* 78% of adults who used Comcast as an Internet Service Provider (ISP) in the last 30 days like web sites that show local information.** Adults who like sites with local information are 28% more likely to have been lead to a purchase by a banner ad.** *Source: 1/3/13 **Source: Experian Simmons, Fall 2011 Full Year, Base 18+ XFINITY.com XFINITY.com is the award-winning consumer portal for our more than 15 million Comcast High-Speed Internet subscribers. But it s not just a gateway, it s a wide-open gateway where users have the complete freedom to check , read the latest news, view streaming video, access member services and more. XFINITY.com s revolutionary broadband video player streams video clips to our subscribers generating a staggering 65 million views a month and it makes finding, searching, watching, organizing and saving video content simple. Advertisers benefit from XFINITY.com s popularity with the ability to reach their target audiences through well-positioned banner ads and text links, as well as in-banner video opportunities that make your presence come to life in a clutter-free environment. Plus, the added feature of being able to reach your desired local audience with our geotargeting capabilities allows you to specifically attract potential customers more efficiently and with pinpoint accuracy. Combine the local targeting capabilities of XFINITY.com s geo-targeting with a completely targeted cable advertising campaign, and you have a winning combination the best on air and online resources available to promote your business! Leverages the wide-reaching exposure (more than three billion total page views). Associates your business with, and gains access to, cutting-edge interactive technologies and capabilities. Targets your online audience more effectively by marrying online advertising to cable commercial schedules with geo-targeting capabilities designed to attract customers. Delivers content to our robust community down to specific interests, demographics and geographies. High-quality content in multiple categories. Ability to place display ads, video pre-roll, text links, expandables and in-banner videos on the site. High quality content clips on the XFINITY.com video player from providers such as: ABC, CBS, E!, NBC, AP and Music Choice, among others. Geo-targeting capabilities allowing advertisers to reach audiences with pinpoint accuracy. ONLINE ADVERTISING

6 NBCU Digital Entertainment Ad Network consists of 5 websites: E Online Fandango Esquire Network Movies.com Television Without Pity Eonline attracts stylish, influential and active consumers, 56% Female/44% Male. 54% are age * Fandango, the nation s leading movie-goer destination appeals to affluent, tech-savvy and influential consumers, 55% Female / 45% Male. 54% are age * Esquire.com is a lifestyle and entertainment network that speaks to classic and contemporary passions and interests, from fashion and style to food and drink, travel and women and relationships. Movies.com, a leading online destination for entertainment enthusiasts appeals to affluent, tech-savvy & influential consumers 49% Female /51% Male. 54% are age * Television Without Pity, reviews of your favorite TV Shows, television reviews and recaps of popular TV shows. 66% are age and 53% Female / 47% Male.* *Source: comscore, August 2013 NBCU Digital Entertainment NBCU Digital Entertainment delivers a suite of best-in-class entertainment sites that help consumers make the most out of their free time. Whether it s getting tickets to this weekends hottest new movie, deciding what to watch on television or deciding which new DVD to buy, we ve got you covered. The NBCU Digital Entertainment Network provides one turnkey solution targeting your online display message to entertainment-focused consumers. Comcast Spotlight provides you with a wide array of targeted advertising placements including site-specific ads, section-specific ads (Home Page, Movie Content, TV Content, etc.), or run of the network. Along with these targeting capabilities, you are also offered impactful ad products to help you engage with viewers, including display ads, synched ads, page takeovers, integrated sponsorships and more. Our team works closely with you to attain the right combination of ad products and targeting strategies to achieve your objectives. Offers tremendous scale and connects advertisers with the right consumers: highly engaged young, affluent female/male demographics including gaming-obsessed early adopters, media multi-taskers, entertainment/pop culture enthusiasts and influential wired moms. Includes well-known, advertiser-friendly publishers. Offers advertisers the opportunity to run high impact creative units and integrated programs across one or more NBCU Digital Entertainment properties to deliver superior reach. NBCU Digital Entertainment is among the top 10 entertainment properties on the Web, reaching over 52 million unique visitors per month. Every site in our portfolio delivers a high-quality audience with best-in-class programming and content. Offers IAB-approved ad formats with rich media options from the industry s leading vendors. Ads can be targeted site specific, section specific or across run of network. ONLINE ADVERTISING

7 Encourages complete advertiser integration XFINITY.com/sweeps can host your custombuilt sweepstakes micro-site, banner ad campaign, Local Happenings community announcement and coupon or special offer XFINITY.com/sweeps XFINITY.com/sweeps is the local sweepstakes and promotions area within Comcast s award-winning consumer portal, XFINITY.com. This unique channel has become a destination for consumers who enjoy online sweepstakes, promotions and coupon offerings, while providing you with an opportunity to reach and reward new and existing customers in your community. In addition to local sweepstakes, a new sweepstakes from a different cable network each month ensures that consumers return to the site again and again. Provides brand association with some of the most well-known brands on television Access to a receptive audience who enjoys entering sweepstakes and is interested in trying new products and unique promotional offerings Expands your on-air promotions with an online advertising extension XFINITY.com/sweeps offers specialized content and marketing opportunities including: Sweepstakes: Featuring exciting local sweepstakes and unique promotions and prizes Coupons: Easy-to-access special offers that generate traffic, sales and product trials Banner Ads: Allow you to promote your brand or business in 728x90 and 300x250-pixel positions that can host static, Flash or Mixpo video banners (300x250 configuration only) Network Spotlight: the latest on networks upcoming programming and specials ONLINE ADVERTISING

8 Searchlight is available in nearly 19 million homes across more than 60 markets. Searchlight offers four different advertiser options: Showcase, Feature, Sponsorship and Publishing. 36.1% of on demand users have annual household incomes greater than $100, % of on demand users have children. 69% of on demand users own their homes. On demand users are active members of society who are more likely to have investments, attend sporting & theater events, dine out, purchase vehicles in the next year and more! Comcast VOD users: 25% more likely than national average to have college degree or higher 51% more likely to work for a fortune 500 company 17% more likely to own a vacation home *Experian Simmons Winter 2012 NCS adult survey 12-Month Video On Demand Searchlight is Comcast Spotlight s on-demand advertising destination. Information that is relevant to viewers can be transformed into entertaining, compelling, and easily accessible on demand content. Many advertisers have stepped up to the opportunities provided by Comcast Spotlight s emerging platforms, including Searchlight. From long-form content Showcases and, to content Sponsorships, to our On Demand Publishing offerings, businesses can more effectively target their prospective customers when they re ready to engage. Consumers visit Searchlight at their convenience so an advertiser s message is reaching very qualified, actively engaged potential customers. More targeted advertising Reach consumers who are actively interested in your product or service and are actively seeking out information. Rich environment Leverage the benefits of sight, sound and motion of TV. Long shelf-life Extend the life of your campaign with a dynamic presence on television 24/7. A less cluttered environment allows viewers to proceed at their own pace. Opportunity to create your own long-form advertising or to sponsor content already available within Searchlight. Content folders include: Automotive, Real Estate, Careers-Education, Shopping, Home & Garden, Health & Wellness, Travel & Leisure, Entertainment and more! Direct Tune technology allows viewers to directly access Searchlight content by simply pressing on their remote controls. An on-air schedule that can include branded navigational units (BNUs) your traditional :30 spot inclusive of a tag that drives viewers to the Searchlight folder on demand to view your messaging. ON DEMAND ADVERTISING

9 A $40 million research investment is made annually to help you reach your best prospects geographically, demographically and psychographically. Sophisticated marketing intelligence made available for every advertising category. We have a strong commitment in defining an advertisers best prospects and identifying the most effective methods to reach them through a dedicated Sales Research Department. Research Comcast Spotlight provides you with expert knowledge to confidently invest in our expanding array of advertising products across our Multi-screen platform. From our linear channels like (ESPN, Fox News, AMC, TNT) to our full digital product suite (XFINITY.com, itv, VOD) we provide the analytic insights to understand how those products fit into a targeted media and marketing plan. We subscribe to a vast array of syndicated research from (Nielsen, Scarborough, comscore, Kantar), and we also conduct primary research catered to your business needs. Every step of the way, we help you target and execute your advertising plan effectively across our multi-screen platform. Comcast Spotlight is structured to provide you with both strategic and tactical insights into your media and marketing planning process. For example, through our Rhiza for Media resource, we can examine a specific audience down to the zip code level, generating thematic maps to illustrate high (and low) geographic opportunities for advertisers. Comcast Spotlight research expertise is geared to transform big data into critical and actionable insights. Comcast Spotlight relies on sophisticated quantitative and qualitative applications to provide you with customized research to maximize ROI. The quantitative data from Nielsen, comscore, Kantar and others gives you precise analysis of television viewership, online activity, views into the competitive media landscape and more. MRI, Simmons, Scarborough, Bluefin and various other resources provide extensive qualitative data on consumers, geographies and social media habits to help you make a more informed decision during the media planning process. RESEARCH

10 No other medium can offer the depth of brand association you receive with Comcast Spotlight. Our network partners like Lifetime, A&E, ESPN, and others supply us with unique opportunities on a regular basis. More frequently, advertisers can benefit from cross-platform programs including on-air, online, and on demand sponsorships. Promotional Opportunities Comcast Spotlight helps you further extend your brand and product messages through promotional opportunities of various shapes and sizes! Whether you re looking to gain exposure through sweepstakes, events, cross-platform sponsorships, or just trying to align yourself with top programming brands, Comcast Spotlight helps you set yourself apart in a cluttered world. Promotions come in all shapes and sizes to fit almost any budget. In most cases, you will receive additional on-air exposure through co-branded promotional spots. With new cross-platform programs, you can receive additional exposure on air, online or on demand allowing you to extend your message to engaged consumers who actively seek out information and entertainment in these new mediums. Every promotion offers something different from on air sweepstakes or online presence on one of Comcast s highly-visited web sites, to sponsorship of unique on demand content, we provide it all! See your sales representative to learn more about promotional opportunities that directly target your consumer base. Here are just a few examples: Lifetime Breast Cancer Awareness Discovery Shark Week MTV Video Music Awards NBCU Olympics PROMOTIONS

11 Users can t get enough of IPG: 61% consider the IPG their main source of program information. 45% of IPG users recall seeing advertising for a specific program or sporting event. 83% respond to the ad, with 76% watching the program. Programs advertised on the i-guide demonstrated 9% higher ratings than expected based on historical trends for these specific programs when they were not advertised. *Source: IPG Usage Study, Lieberman Research Worldwide, July 2007 i-guide Banners i-guide banner ads, which appear in the Digital Cable Interactive Program Guide (IPG), have been setting a trend in television advertising. Available to approximately 10 million Comcast Digital Cable subscribers, these quick bursts on the screen can have a big impact on user response. i-guide banners can promote linear programming (e.g. watch Mad Men at 10:00 p.m ) or film studio releases. These brief advertising messages provide consumers with detailed information and other viewing options (e.g. parental controls) and will be supplying links to On Demand content in the near future. Leverage the high visibility and eyeballs that the i-guide generates. Maximize the power of high advertising tune-in rates. Reach your target audience with a creative, subtle, method of advertising. Associate your brand with cutting-edge entertainment. It s easy. You simply provide the graphics for the banner ad and copy for the various pages, and we take care of the rest. In the near future, you will be able to link to unique long-form content like documentaries and sweepstakes. You can reach a captive audience with powerful i-guide functions including: Reminder timers Recording Links to long-form content and more INTERACTIVE TECHNOLOGIES

12 Telescopic spots are more effective than nontelescopic spots across four measures* Purchase Intent Attitude toward brand Attitude toward ad Day after recall Telescoping has been shown to have superior ad recall, equal to or better than 3-repeat linear spots.* *Source: Beyond :30, Interactive Institute, 2006 Telescoping Telescoping is an interactive prompt or overlay on a TV spot that directly links viewers to On Demand content by pressing select on their remote control. Qualified consumers can quickly and easily view long form video and gather more in depth information on a product or service. Advertisers now have a new, compelling way to tell their story beyond the thirty second spot. Telescoping seamlessly transitions viewers between linear television and VOD content for more detailed information about a product or service. Telescoping provides the opportunity for deeper, qualified engagement with an advertisers brand by allowing viewers to choose to view longer-form content. Video On Demand provides advertisers the opportunity to extend the power and reach of a :30 second spot 24x7. A small interactive overlay rests at the bottom of your commercial allowing for easy access to your On Demand content. This can be used to link viewers to On Demand channel or directly to a specific video. Three types of interactive overlays are available: View Now one interactive button that will launch a VOD asset immediately upon selection View Now or View Later this provides the viewer with two options: launch the VOD asset immediately or save the ad for later viewing View On Demand one option that will tune directly to a VOD channel (i.e. Searchlight on Channel 888) Multiple ROI metrics aggregated directly from set-top boxes returned to advertisers to ensure effectiveness. INTERACTIVE TECHNOLOGIES

13 Achieve campaign accountability through the reach of television and the targeting of direct response Generate highly qualified leads from customers who want your products and/or services Interactive overlay spots are more effective than non-interactive spots across four measures* Purchase Intent Attitude toward brand Attitude toward ad Day after recall *Source: Beyond :30, Interactive Institute, 2006 Request for Information Request for Information (RFI) is an interactive prompt or overlay on a TV spot that allows viewers to request additional information, accept coupons, enter sweepstakes, or product offers by pressing select on their remote controls. RFI allows advertisers the ability to truly engage viewers and to generate highly qualified leads for advertised products and services. The opt-in nature of interactive TV provides the opportunity for a deeper, more qualified engagement with a brand or service. Advertisers have the opportunity to send coupons, product samples or brochures to self-selected viewers. Advertisers have the opportunity to send coupons, product samples or brochures to self-selected viewers. Viewer information is provided back to the advertiser for fulfillment, allowing them to be more efficient with costly marketing materials by only sending to those who have requested them. Shown to be superior or equal to 3-repeat views of general commercials.* Interactive overlays allows viewers to respond to product and service offers directly from an advertisers TV commercial. Overlay prompt length varies by: Length of enhanced spot - :30/:60 second Viewer interaction Ability to engage viewers from a :30/:60 second commercial. Available lead generation options: Mail Phone Lead generation request fulfillment options include: Directly to the advertiser and/or client. Advertiser and/or client fulfillment vendor Comcast Spotlight in-house fulfillment vendor Enhanced metrics that allow advertisers to determine return on investment and guide future plans for advanced advertising. INTERACTIVE TECHNOLOGIES

14 Interactive overlay spots are more effective than non-interactive spots across four measures* Purchase Intent Attitude toward brand Attitude toward ad Day after recall Interactive overlays prompt viewers to take a specific action *Source: Beyond :30, Interactive Institute, 2006 Remind Record Remind Record is an interactive prompt or overlay on a TV spot that offers viewers the ability to quickly set reminders or record (on their DVR) their favorite television programs by pressing select on their remote control. Remind Record can be used by cable and broadcast programmers to effectively promote upcoming TV series, encourage sampling and create viewing habits. With one easy click during a :15/:30 tune-in ad, a viewer can set a reminder or record the episode or series. Increase the impact of your tune-in campaign by building awareness, creating desire and impacting ratings. Drive Live and Live + ratings directly from your :15/:30 commercial. Leverage interactivity with your TV creative. Enable and simplify the tune-in purchase decision. An interactive overlay appears on the lower portion of the screen shortly after the tune-in spot begins. Prompt overlay options include: Setting a reminder Setting a recording for a single episode Setting a recording for an entire series Campaign reports will provide: Total number of interactions Total number of reminders set Total number of episode recordings** Total number of series recordings*** **DVR boxes only *** Only when series recording ID is available INTERACTIVE TECHNOLOGIES