Transcript Carat PowerPoint Sample Charts

Broader Horizons
Using Online to Drive TV Viewership
June 29, 2005
Your Audience Is Online
Demo
A18-24
A25-34
A35-64
TV Universe
27,850,000
24,080,000
113,460,000
Online Universe
25,900,000
19,098,000
75,756,000
2
Nielsen
%
93
79
67
Overlap
• Driving tune-in is easier through overlap:
Media users18+ who say they multitask while using various media
Online
69.3%
Newspaper
40.9%
Magazine
40.2%
Radio
69.0%
TV
68.1%
Mail
49.5%
3
Yet Online Spending by TV Is… Pitiful
2004 Entertainment Television Spending:
•
•
•
•
•
•
•
•
•
Discovery
Viacom
General Electric
Disney
Newscorp
A&E
Time Warner
E.W. Scripps
PBS
$9.8MM
9.7
9.4
7.2
3.8
3.8
3.5
3.4
2.4
4
Nielsen AdRelevance
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
5
Cases
• Placement Ideas
• Creative Ideas
• Measuring Success
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Homepage Advantage
• Insight: Homepages of
leading sites generate
huge daily audiences
• Idea:
• Purchase homepages of
top sites on key dates to
drive awareness and tunein
• 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%
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Yahoo And MSN Homepages:
More Impact than Leading TV Events
Yahoo!, MSN Home
Page (1 Day)
Super Bowl
XXXVIII - :60 Spot
FOX MLB ALCS
Game 7 :60 Spot
CSI :60 Spot
Cost
$750,000
$4,600,000
$297,500
$595,000
A35-64 Impressions Delivered
158,900,402
43,686,430
16,089,120
12,066,840
A35-64 CPM
$4.72
$105.30
$18.49
$49.31
A35-64 GRPs
142
39
14.4
11
CPP
$5,282
$117,647
$20,660
$55,093
A35-64 Unique Reach
31,006,271
43,686,430
16,089,120
12,066,840
A35-64 Rating
27.8
39.1
14.4
10.8
8
Data: Launch, Nov. 2004
More Target GRPs
Yahoo!, MSN Home
Page (1 Day)
Super Bowl
XXXVIII - :60 Spot
FOX MLB ALCS
Game 7 :60 Spot
CSI :60 Spot
Cost
$750,000
$4,600,000
$297,500
$595,000
A35-64 Impressions Delivered
158,900,402
43,686,430
16,089,120
12,066,840
A35-64 CPM
$4.72
$105.30
$18.49
$49.31
A35-64 GRPs
142
39
14.4
11
CPP
$5,282
$117,647
$20,660
$55,093
A35-64 Unique Reach
31,006,271
43,686,430
16,089,120
12,066,840
A35-64 Rating
27.8
39.1
14.4
10.8
9
Data: Celebrex No More/No Less Launch, Nov. 2004
Less Cost
Yahoo!, MSN Home
Page (1 Day)
Super Bowl
XXXVIII - :60 Spot
FOX MLB ALCS
Game 7 :60 Spot
CSI :60 Spot
Cost
$750,000
$4,600,000
$297,500
$595,000
A35-64 Impressions Delivered
158,900,402
43,686,430
16,089,120
12,066,840
A35-64 CPM
$4.72
$105.30
$18.49
$49.31
A35-64 GRPs
142
39
14.4
11
CPP
$5,282
$117,647
$20,660
$55,093
A35-64 Unique Reach
31,006,271
43,686,430
16,089,120
12,066,840
A35-64 Rating
27.8
39.1
14.4
10.8
10
Data: Celebrex No More/No Less Launch, Nov. 2004
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
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Keyword
CBS
Forensic
CSI
Autopsy
Crime Scene
Homicide
Melina Kanakaredes
Gary Sinise
# of
Searches
795,068
171,043
116,232
107,057
64,851
25,038
4,922
4,308
Gary Sinise’s latest project
Watch Gary Sinise in CSI NY
Wednesdays 10PM Eastern on CBS
www.cbs.com
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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 nonadvertising environment at no cost
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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
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CSI New York
16
CSI New York
17
Club House
18
Club House
19
Club House
20
Club House
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Club House
22
Club House
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MTVN’s “Sunday Stew”
24
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
Of the following, which television
network do you watch most often?
ESPN
Comedy Central
Fox
None of these
25
MTV
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
Tracking Viewership After the Show
AdIndex
Recruitment dates
11/18-12/1
Control
Exposed
N=400
N=8000
Plan to Watch
12/2-12/6
Re-contact
Recruitment dates
12/9-12/16
Recontact
Program
Block Airs
on MTV
N=225
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.
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Five Things to Remember
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Five Things to Remember
• Your audience is online… and watching TV
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Five Things to Remember
• Your audience is online… and watching TV
• You can drive tune-in with digital media
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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 You
Greg Smith
EVP, Director of Insights, Planning and Data Analytics
Carat Interactive
[email protected]