using content to deliver recall and results
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Using Content to Deliver Recall and Results
Philip M. CohenCARE Media Holdings
November, 10, 2010
Optimizing Advertising Buys
Eyeballs
Are they Buying?
OR
Either Way, You Need to Prove It!
Because, Advertisers are Buying Results
Content delivers RecallContent delivers Impressions
for the ad-supported network operator…
Content generates Revenue
Content is the Results driver:
And in any event…
Why Content Matters
Content is what drives media
experiences across all screens:
computer, TV, mobile and Digital OOH.
The right story (messaging)
delivered in the right way can make the
viewer take action in whatever way you
want them to.
Compelling content builds audience engagement and
the opportunity to attract advertiser
funding.
Effective Content Planning
Identify the right
content partner
Develop a sustainable
content strategy &
management plan
Appeal to audience specific
needs, values, culture,
emotions
Keep message delivery fresh,
compelling and visually
engaging
How Can We Measure Up?
As an industry we are now auditable, reportable and
visible.
We must own it and continue to: Deliver dynamic, quality content
that secures top of mind awareness and recall
Utilize third party demographic reporting (Arbitron/Nielsen), to prove the efficacy of digital place-based performance and get the attention of media buyers
Moving from Traffic To AudienceA More Valuable Media Currency
GROSS VENUE TRAFFIC PRESENT IN THE NETWORK ZONE NOTICE
NETWORK DWELL TIME
AD ROTATIONDURATION
LESS VALUABLE $ MORE VALUABLE $
= AUDIENCE IMPRESSIONS
Network 4-week Schedule Period
Venue Traffic (000) 193,000
% in Network Zone x 85%
% Notice Network x 58.8%
Network Audience (000) = 96,461
Network Dwell Time/Ad Rotation Duration(5.2/6 = 86.7 , where dwell time and ad rotation duration expressed in mins)
x 86.7%
Audience Impressions (000) = 83,631
Audience Impressions Calculation in Sales Practice: An Example of What to Look For
Clear, easy to follow
Source: Reputable Research Inc. Qualifications/Disclosure form available on request.Well sourced with offer of
full disclosure
Audience Impressions Calculation in Sales Practice: An Example of What to Look For
Arbitron Evaluation PetCARE TV
5 Key Takeaways
Advertisers are “buying” resultsBe clear about their goals for DOOH
advertisingDefine your success metricsRequire proof of network advertising
effectivenessEnsure the network has professionally
created, relevant content
ContactPhilip M. CohenPresident / CEO
CARE Media Holdings Corp.
5652 W. Waters Ave., Suite ETampa, FL 33634(813) 888-7330
www.cohenoncontent.com