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Broader Horizons

Broader Horizons. Using Online to Drive TV Viewership. June 29, 2005. Your Audience Is Online. Demo TV Universe Online Universe % A18-24 27,850,000 25,900,000 93 A25-34 24,080,000 19,098,000 79 A35-64 113,460,000 75,756,000 67. Nielsen. Overlap.

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Broader Horizons

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  1. Broader Horizons Using Online to Drive TV Viewership June 29, 2005

  2. Your Audience Is Online Demo TV Universe Online Universe % A18-24 27,850,000 25,900,000 93 A25-34 24,080,000 19,098,000 79 A35-64 113,460,000 75,756,000 67 Nielsen

  3. Overlap • Driving tune-in is easier through overlap: Media users18+ who say they multitask while using various media

  4. Yet Online Spending by TV Is… Pitiful 2004 Entertainment Television Spending: • Discovery $9.8MM • Viacom 9.7 • General Electric 9.4 • Disney 7.2 • Newscorp 3.8 • A&E 3.8 • Time Warner 3.5 • E.W. Scripps 3.4 • PBS 2.4 Nielsen AdRelevance

  5. Tune-In Advertising Needs… • Targetability/Timing: Reaching the right audience at the right time • Ability to stand out: Get noticed in all the clutter • Memorability: Make an impression that will translate into viewing

  6. Cases • Placement Ideas • Creative Ideas • Measuring Success

  7. Homepage Advantage • Insight: Homepages of leading sites generate huge daily audiences • Idea: • Purchase homepages of top sites on key dates to drive awareness and tune-in • Use interactivity and large units to own these pages and engage users • Result: High one-day reach at very low CPMs • Web traffic up 400%

  8. Yahoo And MSN Homepages:More Impact than Leading TV Events Data: Launch, Nov. 2004

  9. More Target GRPs Data: Celebrex No More/No Less Launch, Nov. 2004

  10. Less Cost Data: Celebrex No More/No Less Launch, Nov. 2004

  11. Keyword searches, last 15 days – Google, Overture Tapping In to Search • Insight: Search terms allow your target to find your message • Very targeted; only users who declare their interest • Not an ad; it’s information • You only pay for clickthroughs, not impressions • Idea: Buy text links on relevant (but non-commercial) keywords and phrases, paying on cost-per-click • Result: Millions of targeted impressions at CPMs of less than $.10

  12. Gary Sinise’s latest project Watch Gary Sinise in CSI NYWednesdays 10PM Eastern on CBS www.cbs.com

  13. Leveraging a Unique Environment • Insight: Ebay has a unique relationship with millions of consumers • Involvement with brands and products through auctions • Passion through the bidding process • Idea: Leverage this passion and involvement by participating in Ebay’s own rituals • CBS creates interest and involvement in shows through Ebay auctions. • Auctions (and Ebay) are promoted through CBS properties as well as on Ebay • Result: Higher awareness and involvement in a non-advertising environment at no cost

  14. Messages for the Medium • Insight: Video, sound, etc. are all possible online, but without the linear constraints of TV • An interactive medium; engaging • An on demand medium, replays • Idea: Produce creative that takes advantage of this environment • Result: • Attracting a more targeted audience • Delivering higher impact • Translating to higher awareness and viewership

  15. CSI New York

  16. CSI New York

  17. Club House

  18. Club House

  19. Club House

  20. Club House

  21. Club House

  22. Club House

  23. MTVN’s “Sunday Stew”

  24. Of the following, which television network do you watch most often? Measuring the Target • Audience reached for an MTV campaign: • 25.5% said they watch MTV more often than other networks • 30.5% said they watch Fox more often than other networks ESPN Comedy Central Fox None of these MTV

  25. Tracking Impact Before the Show • The Yahoo! Buzz Index shows search activity • When the “Punk’d” Season 2 online campaign began, we saw the impact: • Spike begins Saturday 10/25 • Largest spike on Sunday 10/26 – the day of the show

  26. Measuring Brand Impact • Significant lifts in virtually all brand metrics against core target (< age 18) • Most notably, Intent to Tune-in lift (6.8 ppt lift, 50% increase) Tune-in Intent

  27. AdIndex Recruitment dates Re-contact Recruitment dates 12/2-12/6 11/18-12/1 12/9-12/16 Control Exposed Re-contact N=400 N=8000 N=225 Program Block Airs on MTV Tracking Viewership After the Show Plan to Watch Actually Watched The Re-contact methodology invites the sample of Stage 1 exposed respondents and measures their self-reported behavior by comparing a question asked in the original survey to the same question asked in the Re-contact.

  28. Five Things to Remember

  29. Five Things to Remember • Your audience is online… and watching TV

  30. Five Things to Remember • Your audience is online… and watching TV • You can drive tune-in with digital media

  31. Five Things to Remember • Your audience is online… and watching TV • You can drive tune-in with digital media • The solution may not always be an ad…

  32. Five Things to Remember • Your audience is online… and watching TV • You can drive tune-in with digital media • The solution may not always be an ad… • But it should always be involving

  33. Five Things to Remember • Your audience is online… and watching TV • You can drive tune-in with digital media • The solution may not always be an ad… • But it should always be involving • You should take time to measure results

  34. Thank YouGreg SmithEVP, Director of Insights, Planning and Data AnalyticsCarat Interactivegreg.smith@carat.com

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