integrating on air and online for maximum effectiveness · over two-thirds of the time spent with...
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Integrating On Air and Online for
Maximum Effectiveness
Marina Klusas Director, ComScore Media Solutions
Anupam Gupta
President & CEO, Mixpo
Kim Woodworth
Regional Vice President, Comcast Spotlight
Marina Klusas ComScore Media Solutions
Marina Klusas ComScore Media Solutions
Poll Question:
My brand’s 2011 advertising plans include: oTelevision but no online
oOnline but no television
oBoth television and online
INSERT VIDEO #1: TV/Online :30
Kim Woodworth Comcast Spotlight
Source: eMarketer, March 2011. Time spent figures based on per day, U.S. Adults.
1% Mobile
11% Magazines
43% TV
19% Online
17% Newspapers
11% Radio
25% Online
5% Newspapers
8% Mobile
16% Radio
43% TV
3% Magazines
Consumer Media Consumption
Advertising Investments
Under-Tapped Online Audience
Media Consumption vs. Advertising Investments
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
Percent of Day With Major Media
TV and Video 43%
Internet 25%
Radio 16%
Mobile 8%
Newspapers 5%
Magazines 3%
Over two-thirds of the time spent with
major media each day, is spent online or
watching television.
Source: eMarketer, March 2011. Time spent figures based on average per day , 2010, U.S. Adults. Note: Time spent multi-tasking is applied to both media.
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
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
Lead Capture Survey (Polling)
Redirect Social Networking
Record
INSERT VIDEO #2: THE Office/It’s Always Sunny Demo
Measuring Online Success
Impressions Served
Message Exposure
Videos Watched
Engagement
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.
Kim Woodworth Comcast Spotlight
Poll Results:
My brand’s 2011 advertising plans include: oTelevision but no online
oOnline but no television
oBoth television and online
Poll Question:
Do you believe video is a more effective online marketing tool than static or animated banner ads? oYes
oNo
Anupam Gupta Mixpo
All IAB standard ad sizes and custom sizes available
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…
INTRODUCTION TO MIXPO
EXTENDING TV CAMPAIGNS ONLINE, SEAMLESSLY
Easily convert TV spots and digital media into online video ads
Deliver interactive, targeted advertising
Gain insight into campaign performance
2
3
2
1
3
EXAMPLE 1: NON-EXPANDABLE IN-BANNER VIDEOAD
• 3.34% Engagement Rate.
• 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, 90000 Interactions.
Interactive Features: Telescoping
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
EXAMPLE 3: HIGH IMPACT IN-BANNER VIDEO AD
• Pencil-pushdown unit: Local market roadblock.
• 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.
Interactive Features: Coupon, Mapping
FLEXIBLE INTERACTIVITY, HIGH IMPACT
Illustrative Political Ad
Lead Capture
Surveys & Polls
Real-time Feeds Twitter
feeds
Social Networking
INSERT VIDEO #3: Mixpo Examples
GREAT RESULTS COME FROM ENGAGEMENT NOT CLICKS
Deliver message via sight, sound, and motion Interact with viewer 2
1
Landing Page
ACTIVE VIEW
CLICK THRU
Landing Page
CLICK THRU
More user initiated Views than static banners deliver clicks*
Higher Engagement Rate than static banners deliver clicks*
Higher Average Ad Time viewed than other rich media**
21x
27x
26% *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
Anupam Gupta Mixpo
Poll Results:
Do you believe video is a more effective online marketing tool than static or animated banner ads? oYes
oNo
Integrating On Air and Online for
Maximum Effectiveness
www.comcastspotlight.com/takefive
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