integrating on air and online for maximum effectiveness · over two-thirds of the time spent with...
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![Page 1: Integrating On Air and Online for Maximum Effectiveness · Over two-thirds of the time spent with major media each day, is spent online or watching television. Source: eMarketer,](https://reader033.vdocument.in/reader033/viewer/2022060407/5f0fa9027e708231d445427b/html5/thumbnails/1.jpg)
Integrating On Air and Online for
Maximum Effectiveness
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Marina Klusas Director, ComScore Media Solutions
Anupam Gupta
President & CEO, Mixpo
Kim Woodworth
Regional Vice President, Comcast Spotlight
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Marina Klusas ComScore Media Solutions
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Marina Klusas ComScore Media Solutions
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Poll Question:
My brand’s 2011 advertising plans include: oTelevision but no online
oOnline but no television
oBoth television and online
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INSERT VIDEO #1: TV/Online :30
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Kim Woodworth Comcast Spotlight
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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
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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
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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.
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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
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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
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INSERT VIDEO #2: THE Office/It’s Always Sunny Demo
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Measuring Online Success
Impressions Served
Message Exposure
Videos Watched
Engagement
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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.
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Kim Woodworth Comcast Spotlight
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Poll Results:
My brand’s 2011 advertising plans include: oTelevision but no online
oOnline but no television
oBoth television and online
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Poll Question:
Do you believe video is a more effective online marketing tool than static or animated banner ads? oYes
oNo
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Anupam Gupta Mixpo
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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
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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
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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
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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
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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
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FLEXIBLE INTERACTIVITY, HIGH IMPACT
Illustrative Political Ad
Lead Capture
Surveys & Polls
Real-time Feeds Twitter
feeds
Social Networking
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INSERT VIDEO #3: Mixpo Examples
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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
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Anupam Gupta Mixpo
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Poll Results:
Do you believe video is a more effective online marketing tool than static or animated banner ads? oYes
oNo
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Integrating On Air and Online for
Maximum Effectiveness
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www.comcastspotlight.com/takefive