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Presented to CBS Digital as sample. The animations are important to the impact, but Slideshare doesn't support that functionality.TRANSCRIPT
McDonald’s
and
CBSTelevisionStationsDigitalMedia
McDonald’s Corporation
Who isCBS Television StationsDigital Media?
CBS is always on—in key markets!
Sacramento
San Francisco
Los Angeles
Dallas
5.7 million unique users in 38 million homes
Chicago
DetroitBoston
New York City
Philadelphia
Minneapolis, et al
Miami/Ft Lauderdale
Denver
Pittsburgh
Baltimore
Atlanta
Tampa Bay
Seattle
Norfolk
CBS Stations
The CW Stations
MY Network TV and Non-network affiliated Stations
Salt Lake City
Austin
What’s happening at McDonald’s
Strengths Opportunities
ThreatsWeaknessesNutrition labeling
Coffee bar
Challenging nutrition perception
Large, loyal customer base
Highly competitive category
Category leader
Weak economy, high food/gas prices
McDonalds 1Q 2008
Convenience, speed, value
Reaching the coffee customer
Head to head: McDonalds vs. Starbucks
McDonald’s Starbucks
Value High-endPrice point
• Office workers• Women
w/children• Weekenders
Married couples,25-54, w/children
Target
Inclusive ExclusiveCulture
Loud, active Quiet, serene Sounds
Toy Free Wi-FiValue added
CBS TV Station web sites deliver your target
1.2 million women with children
4.1 million office workers
2 million weekend users
Behavioral/contextual targeting
Weekdays Weekends
6:30am-8:30am
9:30am-11:00am
2:30pm-3:30pm
4:30pm-6:30pm
8am-11am
OfficeWorkers
Pre-work Coffee break Coffee break Drive home
•Traffic•Weather•News•Business•Water Cooler•Sports
•News•Business•Sports•Business
•News•Sports•Politics•Water Cooler
•Traffic•Business•News
Moms School drop-off Playgroup/errands
School pick-up/Activity drop-off
Dinner prep/Activity pick-up
Sports/Activities
•Weather•News•Politics•Water Cooler
•Health•Food•Entertnmnt•Pets
•Weather•Food•Entertnmnt•Health
•Food•Traffic•News
•Weather•Traffic
Weekenders Leisure/errands/socializing
•Weather•Entertainment•Sports•Food•ROS
Partnerships/Value-added
Partnerships/value added
6:30am-10am free Wi-Fi with CBS Television Station web siteas home page
Coupons
Free Internet kiosks
Contests
Next steps
4/07 Determine budget (McDonald’s)
3/15 Rank markets (McDonald’s)
4/01 Provide market demographics (CBS)
4/07 Choose key markets (McDonald’s)
4/16 Metrics model (CBS)
4/16 Proposal (CBS)
3/15 Choose demographics (McDonald’s)