adam good, telstra media - telstra media – afl, nrl and racing - multi screen premium sport on...
DESCRIPTION
Adam Good delivered the presentation at the 2014 Multi-screen TV Summit. The 2014 Multi-screen TV Summit brought together the who’s who of video on demand and multi-platform content production for two high powered days – examining video on demand, cross platform release strategies, catch up TV, programmatic trading, new 'super' reality TV formulas, new cross platform drama/ immersive formats and high speed WebTV. For more information about the event, please visit: http://bit.ly/MSTV2014TRANSCRIPT
PREMIUM SPORT Multi-Screen TV Summit August 22nd 2014
Adam Good Director of Digital Media & Content
Brand Essence >
Audience Reach >
Fan Avidity >
Consider the Telstra Story >
Ownable Property? >
Brand Value and Potential >
Priority Regions, Aligned Timing and Passion >
Portfolio Efficiency >
PARTNERSHIP
MULTI- SCREEN SPORTS
NRL
14 YEARS
MILLION
MILLION
IT’S GAME ON WITH $20 NRL TICKETS ALL
SEASON LONG
HOW DO WE MEASURE SUCCESS?
Impact on Customer Advocacy >
Awareness and Perceptions of Telstra
>
Return on Investment >
>
Product Revenue
ADVERTISING + SUBSCRIPTION + SYNDICATION
REVENUES
CUSTOMER ADVOCACY (NPS)
DETRACTORS
ADVOCATES
Not aware of NRL Sponsorship
CUSTOMER ADVOCACY (NPS)
Aware of NRL Sponsorship
DETRACTORS
ADVOCATES
Web
Tablet
Mobile
TV
Connected Stadiums
HIGHER THAN AVERAGE RETURN ON OUR SPORTS MEDIA SPEND
KEY BRAND MEASURES THAT WE TRACK
Property Awareness >
Telstra Attribution >
Sponsor Likeability >
Sponsorship Gratitude >
Brand Consideration Impact >
NPS Impact >
EVALUATE ADD VALUE MEASURE SUCCESS
Be Authentic >
Find Your Relevance >
Commit 110% >
Understand What Value Looks Like for Your Brand >
It has to be about True Partnership >
THANKS FOR YOUR TIME @ADAMGOOD