cross operator field trial desired offering do not tell warren i got this may, 2006 adlab phase 2
TRANSCRIPT
Cross Operator Field Trial
Desired OfferingDo Not Tell Warren I got Do Not Tell Warren I got thisthis
May, 2006May, 2006
AdLab Phase 2
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Agenda Desired Base Level Functions
–Description–Examples
“Nice to Have” Features–Description–Examples
Reporting Structure Timeline
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Base Functions Desired
Telescope– From ad– From program– From Navigation
Overlays from and to support – From
Ads Programs
– Supports Polling Survey RFI
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Telescopes & Overlays can enable the following scenarios:(Some may be features not available in all systems)
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Linear and VOD promotion play an important role in driving traffic into an advertisers product showcase in VOD
– Seeking cross operator opportunity to test
Telescopic triggers
Broadcast Promotion
Navigation & VOD NETWORKS
GM Vehicle Showroom in VOD
1. Broadcast commercials Telescope from linear spots into
advertiser product showcase
2. Menu and video ads within VOD VOD pre/mid/post-roll ad units Telescope from menu ads
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Telescope to long-form & content bookmarks
Long-form ContentLinear Broadcast w/trigger
– Starting Point: Linear broadcast commercials
– National and local avails– Advanced TV Capability:
Click-to-long-form Bookmark (may not be available
in all 3 systems)– Scope:
Broadcast commercial overlay that links to long-form content
Bookmark allows consumer to save to favorites
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Navigation & grid banner ad units
GM Vehicle Showroom in VOD
– Starting Point: Cable MSO Navigation
– Advanced TV Capability: Navigational ad units / grid ad units
– Scope: Enable consumers to click from
navigational ad unit to visit an advertiser product showcase
Targeted ad units – category specific
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Telescoping from Show Content
Telescoping from show contentto extended content
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Local Content ExtensionsGM Vehicle Showroom in VOD
• Offer a local folder within the advertiser VOD offering• Locally focused content and promotionally driven video assets• Display/updated vehicle inventory• Look to support local efforts by tagging local spot cable to drive traffic into the
VOD Showroom
Addition of a local dealer folder to house local content
Starting point:• Advertiser product showcase
Advanced TV Capability:• Local VOD offering
Scope:
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Overlays can support the following scenarios:
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Overlays
Overlay to:1. trivia game from programming
content2. RFI from ad content3. 2-3 choice survey from
ad or program content
Starting Point: • Program or ad
Advanced TV Capability: • Overlays with 2-3 results
Scope: • Enable consumers to click from program or ad to brand re-enforcing /RFI sequence• Targeted ad units – may be category specific
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Advanced (Nice to have) Features
Bookmarking–From linear programming–From showcase
Targeted RFIs
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Bookmark from linear broadcast commercialLinear Broadcast w/trigger
– Starting Point: Linear broadcast commercials
– National and local avails– Advanced TV Capability:
Bookmark– Scope:
Broadcast commercial overlay that enables opt-in to long-form content– Click ‘now’ – to ‘view later’
Bookmark allows consumer to opt-in an advertiser experience– Video experience is saved to
favorites
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Bookmark from within advertiser product showcase
– Starting Point: Advertiser product showcase
– Advanced TV Capability: Bookmark
– Scope: Enable bookmark capability for
each asset within an advertisers product showcase
Benefit – equates to consumer favorites and would serve to
streamline the shopping experience
Long-form ContentAdvertiser Product Showcase
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Local Content ExtensionsGM Vehicle Showroom in VOD
• Request for Information• Store locator• Search tools
RFI, Dealer Locator, Search Tools Starting point:• Advertiser product showcase
Advanced TV Capability:• Local VOD offering
Scope:
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Reporting/Tracking Needs
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Phase 2 Tracking/Reporting
1. Weekly consistent Cross MSO basic data reporting delivered 30 days after run
2. Pre-post intercept qualitative research opt-in segregated by advertiser brand
3. Click data to each advertiser/programmer
4. Cross project roll-up at end of trial
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Timeline
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Timeline May 10
– Key parameters of cross MSO offering
June 19– Detailed offering list available
to all AdLab participants– Preliminary
Research/Reporting overview July 28
– Preliminary Advertiser/Programmer commitments
– Comcast system commitment August 14
– Detailed research plan– Operational processes
finalized
October 2– Final
Advertiser/Programmer commitments
– Research contracts finalized
December– Optional Beta testing
January 1– Trial begins– First trial feedback + 30
days March 31
– Trial concludes April 23, 07
– Results published
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