fuel your ride! presented to: sheriff ceesay initiative media presented by: brian quinn comcast...
TRANSCRIPT
Fuel your Ride!
Presented to: Sheriff Ceesay Initiative Media
Presented by: Brian Quinn Comcast Spotlight
Date: 6/30/08
Today’s Gas Problem
With gas prices rising daily, consumers are:
•Very fuel cost conscious
•Re-evaluating their Automotive purchases
= Kia’s Opportunity
Cable Television’s Local Advertising Power with Cable’s Dominant Local Internet Presence connects consumers to the fully
customized Kia “Fuel your Ride” Sponsorship!
“Fuel your Ride” Sponsorship Opportunity
“Fuel your Ride” Sponsorship Opportunity
Kia has the opportunity to help ease consumers concerns with the “Fuel Your Ride” Sponsorship!
This customized sponsorship integrates television and online advertising and effectively offers the Kia Eastern Region:
• A unique way to reach and engage potential customers• Drive traffic to Kia Dealerships across the Region• Brand Kia as a fuel efficient auto maker• Provide potential customers valuable information
Kia “Fuel your Ride” MicrositeCable will develop a customized
Kia Eastern Region “Fuel your Ride” microsite
•Learn about Kia’s fuel efficient Cars (click here)
•Find your nearest Kia Dealer (click here)
•Fuel Saving Tips (click here)
•Cheap Gas finder (click here)
•Enter to win Free Gas for a year (click here)
The “Fuel your Ride” microsite offers consumers the interactive experience to:
• Explore Kia’s fuel efficient vehicles• Learn how to become more fuel
efficient• Find local Kia locations to test drive a
Kia and a chance to win a Fuel Saver Gift Pack
• Search for lowest gas prices in their neighborhood
• Register to Win Free Fuel for a year
Kia “Fuel your Ride” MicrositeCable will develop a customized
Kia Eastern Region “Fuel your Ride” microsite
•Learn about Kia’s fuel efficient Cars (click here)
•Find your nearest Kia Dealer (click here)
•Fuel Saving Tips (click here)
•Cheap Gas finder (click here)
•Enter to win Free Gas for a year (click here)
Microsite Home Page
Traffic will be generated to this site in three ways:
1. Customized promotional announcements
2. Online cable portal banner advertising
3. Targeted cable television schedule
Kia “Fuel your Ride” Sweepstakes
The campaign kicks off with an awesome 4 week sweepstakes promotion where consumers can enter for the chance to win the Gas for a Year Grand Prize and a Fuel Saver Gift Pack local prize.
Microsite Entry Page
Banner Ads
Enter the Kia “Fuel your Ride” Sweepstakes here for the chance to win the Free Gas for a year. You’ll also be entered to win a $500 Fuel Saver Gift Pack including a GPS.Targeted
Promotional schedule
Sweepstakes Prizing
• One Grand Prize Winner to receive one full year of free gas (a $4800 value)!
• Plus, two winners from each market will receive a Fuel Saver Gift Pack which includes a tire gauge, a gas card, the paperback “365 Ways to Save Gas” and a GPS system (a $500 value)!
Promotion Elements Overview
• Three hundred (300) :30-second promotional spots Per Market to run on targeted linear networks drive viewers to Microsite to enter
• Customized Microsite
• Banner ads drive viewers to Microsite to enter
• In-Store rearview mirror hangers
• Car Tent Toppers
In-Dealer Sweepstakes Extension
• All consumers that enter the sweepstakes online will receive a thank-you-for-entering message which includes an entry number for the local prize.
• Consumers can take their entry number to their local Kia Dealer to see whether they have a winning number.
• Consumers will need to sit in the showroom’s Kia that has a special “tent ad” on top. They will need to check their entry number against the number on a dangler which hangs from the Kia’s rear view mirror.
• If their entry number matches the number in the Kia, they win!
Rearview Mirror Dangler
The local Fuel Saver Gift Packs will be used to drive traffic to local Kia dealerships. Here’s how it would work:
Services included to fulfill Sponsorship:• Creation of two (2) :30 promotional announcements
– 1st spot (total 300 per mkt over 4 week period): :10 Kia Eastern Region message followed by a :20 Sweepstakes driver message
– 2nd spot (total1,000 per mkt. 250 per month for 4 months) :10 Kia Eastern Region message followed by a :20 Fuel your Ride driver message
• Creation of online microsite which includes: – Development of fuel saving tips– Creation of Gas Price Checker– Links to Kia’s web site– Local Dealer locator
• Creation of online banners
• Complete sweepstakes administration
• Creation and coordination of local extension materials
• Trafficking out of Promotional announcements to designated markets
On Line Elements
Comcast.net Footprint - Eastern Region• Philadelphia
1,030,000 - Total Unique Visitors
• Boston809,000 – Total Unique Visitors
• Washington, DC430,000 – Total Unique Visitors
• Baltimore458,000 – Total Unique Visitors
• Pittsburgh307,000 – Total Unique Visitors
• Hartford & New Haven218,000 – Total Unique Visitors
• Harrisburg-Lebanon-York 212,000 – Total Unique Visitors
• Richmond146,000 – Total Unique Visitors
• Wilkes Barre-Scranton146,000 – Total Unique Visitors
Source: comScore April 2008
Comcast.net
16,865,000
Monthly Unique Visitors
3,085,866,000
Total Web Page Views
14.03
Sessions Per Person
1:27:27
Time Per Person (hh:mm:ss)Source: Nielsen//Netratings April 2008
Who is using Comcast.net?
• Male/Female: 44/56%
• Age 18-49: 54%
• Married: 71%
• Own a residence: 81%
• Standard Education – College: 82%
• Household Income $75,000: 51%
• 1+ Home Computers: 99%Source: Nielsen//NetRatings I @plan Summer 2008
Kia + Mixpo = RESULTS
•In-Video Banners increase the ability of your 300 x250 to play a full :30 Spot
•Sends out RSS feed to enhance Search advertising
•Drop down menu offers richer consumer engagement
Currently available on Comcast systems
Through Optimum.net and Comcast.net, New York DMA advertisers can now target consumers on-air AND on-line
through the New York Interconnect.
New York City**
Long Island
West/Rock/CT
New Jersey
**Includes coverage of Bronx and Brooklyn
3,057,0003,057,000 online online households*households*
*As of February 2008
Who’s online in the New York DMA?Who’s online in the New York DMA?
Household income: Index$250,000 or more 132$100,000 or more 129$75,000 or more 126Home Value:$1,000,000 or more 118$500,000 - $999,999 116$350,000 - $499,999 110Level of educationPost graduate degree 135College graduate 126OccupationManagement,Business,Financial Ops. 133Professional and Related Occupations 132White collar 130
How to Read: An index of 130 indicates adults who access the internet are 30% more likely to have a white collar occupation than the average adult in New York.
Source: Scarborough Research – New York (Mar’06-Feb’07)
Cablevision’s Optimum.net
Comcast.net
The New York Interconnect is pleased to be able to offer our clients an online opportunity across our Comcast and Cablevision
footprint.
A NYI Cross-MSO Online Opportunity
AdNet - Local Automotive Ad Network
Now Vehix is More than Leads – Advertising that Reaches Buyers in Your Market
• Where the opportunity lies for your dealership…
• Vehix AdNet aggregates local automotive impressions, represented by Comcast Spotlight that provides unparalleled, targeted reach for your online campaigns helps your dealership:
1. TARGET - The “in-market” car shopper
2. TARGET - Geo-targeted to your market
3. OPTIMIZE – Your campaign across multiple sites
• More Auto Sites, More Impressions = More Opportunity
Vehix AdNet Partnerships - Introductions
1.1 million unique users per month to the Autos section
750,000 million unique users per month to automotive channel.
1.4 million unique users per month
““In-market Car Shoppers: Almost 5 Million Unique Visits per MonthIn-market Car Shoppers: Almost 5 Million Unique Visits per Month
1.8 million unique users per month to the Autos section
New Automotive Site Partnerships and Impact on Local Impressions
Old Landing Pages New Vehix Ad Network
98 MM Impressions per month
11.4 MM Impressions per month
Automotive Ad Network
Start Date: End Date: Ad Name/Size: Placement: DMA: IMP: CPM: Cost:
May Sept 300x250 Home Kia/Comcast Footprint 5,000,000 $12.00 60,000.00$ May Sept 300x250 Home + Mixpo Kia/Comcast Footprint 3,250,000 $20.00 65,000.00$
May Sept 300x250 ROS Kia/Comcast Footprint 2,500,000 $10.00 25,000.00$ May Sept 300x250 Sign In Kia/Comcast Footprint 500,000 $11.00 5,500.00$
May Sept 300x250 Sign In Roadblock Kia/Comcast Footprint 2,500,000 $18.00 45,000.00$ May Sept 300x250 Sign In + Mixpo Kia/Comcast Footprint 2,500,000 $20.00 50,000.00$ Comcast Footprint TOTALS: 16,250,000 $250,500.00
Online – Offering Detail
Start Date: End Date: Ad Name/Size: Placement: DMA: IMP: CPM: Cost:
May Sep 728x90 AUTO Ad Network Eastern Region 2,500,000 $30.00 75,000.00$ May Sep 300x250 AUTO Ad Network Eastern Region 2,500,000 $30.00 75,000.00$ AUTO AD NETWORKTOTALS: 5,000,000 $150,000.00
Start Date: End Date: Ad Name/Size: Placement: DMA: IMP: CPM: Cost:
May Sep 300x 250 NY Interconnect NY 2,500,000 $12.00 30,000.00$ May Sep 728 x 90 NY Interconnect NY 2,500,000 $12.00 30,000.00$ NY Interconnect TOTALS: 5,000,000 $60,000.00
Start Date: End Date: Ad Name/Size: Placement: DMA: IMP: CPM: Cost:
May Sep 300x 250 Time Warner / COX Eastern Region 5,000,000 $12.00 60,000.00$ Time Warner - Cox TOTALS: 5,000,000 $60,000.00
Time Warner – Cox Media
IMP: CPM: Cost:
On LIne TOTALS: 31,250,000 $16.66 $520,500.00
Impressions are guaranteed, market and system deliverables may vary slightly
TelevisionPlan AVG CPP
A18-49 Total $$ At 500 TRPs
Albany, NY 71 $158 $79,100Baltimore 191 $395 $197,500Boston 321 $1,026 $512,750
Manchester, NH 1331Buffalo 351 $152 $75,950Hartford 1011 $308 $154,000
Springfield, MA 2041 $100 $50,050Harrisburg 1191 $158 $78,750New York 1521 $1,820 $910,000
Norfolk 1541 $186 $92,750Philadelphia 1651 $1,082 $541,100
Allentown, PA 104Pittsburgh 1671 $354 $177,100Portland, ME 1681 $112 $56,000Providence 1711 $178 $88,900Richmond 1771 $140 $70,000Rochester 1801 $131 $65,450Syracuse 2071 $102 $51,100
Utica 2181 $50 $25,200Watertown, NY 2221 $50 $24,850
Washington DC 2211 $1,192 $596,050West Virginia
Parkersburg 1611 $74 $37,100Charleston-Huntington 411 $102 $50,750
Bluefield-Beckley 231 $65 $32,550Clarksburg 501 $45 $22,400
Wilkes-Barre 2281 $109 $54,60024 MARKET TOTAL $4,044,000
NOTES: -Dayparts used Fringe, Prime, Weekend. Total TRPs estimates 10 weeks at 50 TRP/ wk
TV Plannig GuideEASTERN REGION KIA MARKETS 2009 CAMPAIGN
Television guide is for planning purposes only, markets with historical spending reserve the right to discuss incremental increases in order to provide promotion. CPP based on rotations and fixed across dayparts and networks targeting A18-49.
Kia “Fuel your Ride”
The “Fuel Your Ride” Sponsorship offers the Kia Eastern Region a customized sponsorship that:
• Uniquely reaches and engages customers• Drives traffic to Kia Dealerships across the Region• Brands Kia as a fuel efficient auto maker• Provides customers valuable local information
Kia “Fuel your Ride” Recap
• From May’09 through Sep’09 Kia Eastern Region will receive:– “Fuel your Ride” Sponsorship Microsite (all elements)– All elements involved with “Fuel your Ride” Sweepstakes– 1300 Promotional Announcements per market– Banner Ads on Cable MSO’s in Eastern Region and Vehix
• Static• In Video Banner
– Targeted linear schedules in all Eastern Region markets
• From May’09 through Sep’09 Kia Eastern Region to provide:– A total of $520,500 in Banner advertising– A total of $4,000,044 in Linear television
• Grand Total investment: $4,520,544
• Monthly Investment: $884,108.8
All promotional elements subject to final approval from respective legal departments. Impressions are guaranteed, market and system deliverables may vary slightly. Television Guide is for planning purposes only, markets with historical spending reserve the right to discuss incremental increases in order to provide promotion. Offer expires 8/1/08.
Thank you for your time!Thank you for your time!
Comcast Spotlight contact:Brian Quinn [email protected]