Integrating On Air and Online for Maximum Effectiveness

Transcription

1 Integrating On Air and Online for Maximum Effectiveness

2 Marina Klusas Director, ComScore Media Solutions Anupam Gupta President & CEO, Mixpo Kim Woodworth Regional Vice President, Comcast Spotlight

3 Marina Klusas ComScore Media Solutions

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18 Marina Klusas ComScore Media Solutions

19 Poll Question: My brand s 2011 advertising plans include: otelevision but no online oonline but no television oboth television and online

20 INSERT VIDEO #1: TV/Online :30

21 Kim Woodworth Comcast Spotlight

22 Media Consumption vs. Advertising Investments Consumer Media Consumption Advertising Investments 25% Online Under-Tapped Online Audience 19% Online 43% TV 43% TV 16% Radio 8% Mobile 5% Newspapers 3% Magazines 11% Radio 1% Mobile 17% Newspapers 11% Magazines Source: emarketer, March Time spent figures based on per day, U.S. Adults.

23 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

24 Percent of Day With Major Media TV and Video 43% Magazines 3% Internet 25% Newspapers 5% Mobile 8% Radio 16% Over two-thirds of the time spent with major media each day, is spent online or watching television. Source: emarketer, March Time spent figures based on average per day, 2010, U.S. Adults. Note: Time spent multitasking is applied to both media.

25 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

26 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 Social Networking Redirect Lead Capture Record Survey (Polling)

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

28 Measuring Online Success Engagement Message Exposure Impressions Served Videos Watched

29 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.

30 Kim Woodworth Comcast Spotlight

31 Poll Results: My brand s 2011 advertising plans include: otelevision but no online oonline but no television oboth television and online

32 Poll Question: Do you believe video is a more effective online marketing tool than static or animated banner ads? oyes ono

33 Anupam Gupta Mixpo

34 INTRODUCTION TO MIXPO 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 All IAB standard ad sizes and custom sizes available

35 EXTENDING TV CAMPAIGNS ONLINE, SEAMLESSLY 1 Easily convert TV spots and digital media into online video ads 3 Gain insight into campaign performance 2 Deliver interactive, targeted advertising

36 EXAMPLE 1: NON-EXPANDABLE IN-BANNER VIDEOAD 3.34% Engagement Rate. Interactive Features: Telescoping 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, Interactions.

37 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

38 EXAMPLE 3: HIGH IMPACT IN-BANNER VIDEO AD Pencil-pushdown unit: Local market roadblock. Interactive Features: Coupon, Mapping 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.

39 FLEXIBLE INTERACTIVITY, HIGH IMPACT Real-time Feeds Twitter feeds Lead Capture Surveys & Polls Illustrative Political Ad Social Networking

40 INSERT VIDEO #3: Mixpo Examples

41 GREAT RESULTS COME FROM ENGAGEMENT NOT CLICKS ACTIVE VIEW 1 Deliver message via sight, sound, and motion CLICK THRU 2 Interact with viewer CLICK THRU 21x More user initiated Views than static banners deliver clicks* 27x Higher Engagement Rate than static banners deliver clicks* Landing Page Landing Page 26% Higher Average Ad Time viewed than other rich media** *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

42 Anupam Gupta Mixpo

43 Poll Results: Do you believe video is a more effective online marketing tool than static or animated banner ads? oyes ono

44 Integrating On Air and Online for Maximum Effectiveness

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