tv everywhere success on screen · tv everywhere video across premium digital publishers with tv...
TRANSCRIPT
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TV EverywhereSUCCESS ON SCREEN
Presented by:Jane M. Francisco
SR. Account Executive
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
THE MAJORITY OF MEDIA CONSUMPTIONIS SCREEN BASED
Newspaper
20%
of all media interactions are screen based
of all media interactions are
non-screen based
We spend about
10 hoursin front of our screens each day
Source: eMarketer, Spring 2015
SmartphoneTabletTelevision Laptop/PC
MagazineRadio
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
YOUR CUSTOMERS ARE
WATCHING MORE VIDEO
1Source: eMarketer Daily, April 16, 2015
The average U.S. adult spends about 5.5 hours a day watching
video across devices1
“ ”
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TV is #1 advertising medium for• Ad recall in all age groups
• Influencing purchases in all age groups
Live TV.
On-Demand.
Streaming TV.
Premium Video.
All Homes.
All Devices.
Data Targeting.
Most powerful video platform.
Prime time, all the time.
TV content, all screens.
Todays source for news.
Reach any household.
Maximum exposure.
Quality of TV, intelligence of digital.
Your Business + The Power of TV
Source: Marketing Charts Study, Q3 2016, Advertising Channels with the Largest Purchase Influence on Consumers
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
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BUILD A RELATIONSHIPGIVE THEM A REASON TO LOVE YOUR BRAND
95% of consumers are in the relational phase with a brand
Only 5% of consumers are in the transactional phase and currently in the market for a product
Use video to build a relationship so that when the viewer becomes interested, they remember your brand
95%
5%TRANSACTIONAL
RELATIONAL
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
65% Linear Viewing (live)
Streaming TV Device ( Apple TV, Roku, etc )
Streaming on PC
Mobile/Tablet
Source: Nielsen Q1 2016 Total Audience Report
Video on Demand & DVR
35% Non-linear Viewing
TV Viewership of Today
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44.7%
50.8%53.3% 54.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
2014 2016 2018 2020
% of US Population Streaming TV
% of US Population
2016 was the First Time that More Than Half of the US Population will Watch TV Shows Online!
Source: eMarketer; For the First Time, More Than Half of Americans Will Watch Streaming TV - See more(2/3/16)
Growth of Streaming TV Viewing
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Source: Nielsen Q1 2016 Total Audience Report & Nielsen Q1 2016 Comparable Metrics Report Measuring Gross minutes of TV Video viewing in the US by adults 18+
23%
28%
38%
48%
53%
77%
72%
62%
53%
47%
65+
50-64
35-49
25-34
18-24
Streaming & On Demand Live TV Viewing
TV Viewing Behaviors Across Demos
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Same content across every screen
What Does TV Everywhere Look Like?
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YOU SHOULD BE TOOTV IS ON ALL SCREENS
From Live Streaming to Video on Demand, to Connected TV to Mobile, our digital video products will engage your customers no matter where or when they are consuming video
From Sports to News, to the Hottest Premiers to binge-worthy content, our 50+ cable networks have you covered on TV
Video On Demand Set-Top Box Inventory
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COMCAST SPOTLIGHT TV EVERYWHERETARGETED TV
The average household watches an average of 18 networks. We use research to identify the right mix of networks and programs in order to engage your specific target within the geographic areas that will make the most impact on your business
Sources: 1) Nielsen Media Research, Average Channels Tuned Report 2014.
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
AUDIENCE TARGETING
Reach potential customers with networks more likely to cater to and reach them. No matter who you are targeting – we deliver targeted audience segments.
Source: Scarborough 2016 Philadelphia Release 1; Cable Networks Watched Past 7 Days
Small Business Owners Prefer Bank Online/Mobile Prefer Bank In Person Millennials
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TARGETED VIDEO ON DEMAND IN-STREAM VIDEO
AUDIENCE TARGETEDUtilizes audience data from over 30highly respected companies, efficient In-Stream provides precise, best-in-classgeographic and demographic targeting,effectively delivering your commercial toyour audience on well-known, Comcastapproved, premium websites.
ON DEMANDTV Everywhere video across premiumdigital publishers with TV programming,movies and other professionallyproduced content through the most well-known cable and digital brands.
FEATURESNON-SKIPPABLE ADS
CLUTTER-FREE ENVIRONMENTPRIME PLACEMENT ABOVE THE SCROLLONLY DURING PROFESSIONAL CONTENT
SERVED ON MOBILE, PC, LAPTOP & CONNECTED TV
*These video destinations are subject to change based on availability and will be continuallyoptimized for the best performance. Cannot site target specifically.
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
Consumers Access TV Everywhere Content Through aVariety of Programmer and TV Distributer Apps
Some Examples Of TV Everywhere Apps Watch All Your TV From Home, Anywhere You Go
There are quite a few different services available - depending on your TV provider and whichnetworks you’re paying for. Different networks support different platforms, and some apps
are available on more devices than others.
Accessing TV Everywhere Content
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EDUCATION
TRAVEL
HOME IMPROVEMENT
HOUSEHOLD
LIFESTYLE
SPORTS
RETAIL
HEALTH & WELLNESS
FINANCIAL
FOOD & BEVERAGE
ENTERTAINMENT
AUTOMOTIVE
Choose from over 100 different demographic and behavioral segments to engage the perfect audience for your business
TARGETING SIMPLIFIEDAUDIENCE AGGREGATION ACROSS SCREENS
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YOUR VIDEO EVERYWHERE
40+ data integrationsallow us to see eachconsumer in detail
VIDEO TARGETING
We capture consumer data from online behaviors
We identify their interests
We serve them your ad on the sites they’re visiting
Increasing awareness of your brand
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Why is Our Video Different?QUALITY MATTERS!
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Not our Video
Cluttered Auto-Play Video Banner
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Not our Video
Tiny Mobile Overlays
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Many digital video ad placements can be easily missed. This includes auto-play video ads that automatically start (with no volume) once a user lands on a page, skippable ads, and even videos that minimize when viewed on a mobile device.
With TV Everywhere, all ads will be served in-stream, before and during a user initiated video.
Not our Video
Where Won’t My Ad Run?
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Quality Matters in Online Video
Us. Them.
Your 30 second spot running during the FX program ‘ The Americans’ full screen with
an engaged viewer.
Your 30 second spot obscured by someone else’s ad on a cluttered webpage.
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THIS is Your Commercial with TV Everywhere
AMC.COM
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Full Episode TV Shows on Network Sites (includes Verizon, DirecTV, and Dish viewers) Live Programming streams such as WatchESPN
Pre & Mid Roll in premium TV content across all devices
On Demand Tv shows accessed through connected TV including OTT services such as Apple TV, and Roku
Where Will My Ad Run?
Full Episode TV Shows on MVPD & Network mobile apps
Video On Demand accessed through Comcast set top boxes (includes X1)
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WHY COMCAST SPOTLIGHT?PREMIUM INVENTORY YOU WON'T FIND ANYWHERE ELSE
OPTIMIZATION EXCLUSIVE PLACEMENT
FRAUD PROTECTED PROVEN QUALITYNot only do we partner with quality digital ad
placement providers, but also we apply additional quality standards in line with our premium video capabilities.
Your ads will only be seen in the most viewable locations only during professionally produced content
We take the stress off of you by monitoring and optimizing your buy around the clock to ensure delivery. With our dedicated digital team you can rest assured that your digital campaign is making an impact.
We partner with the leaders in bot fraud prevention, ensuring your ads are seen by the right consumers. Plus, we will never serve your ad to consumers who have ad-blocking software
Through Comcast & NBC Universal’s partnership, we have access to a cable and premium video content destinations,
websites and apps that no one else can offer
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
*Participating media sites and content providers are subject to change. Campaigns run across all networks..
Viewability• Is The Vendor Providing 100% Non-Skippable, long & short form video content?
• Are the Ad Placements ‘Above The Fold’ or ‘User Initiated’?
• Is the campaign optimized for Viewability or Click-Thrus?
• What is being done to combat Bot Fraud on my campaign?
• Do my commercials run only before or during the content?
WHAT TO LOOK FOR WHEN BUYING ONLINE VIDEO
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
*Participating media sites and content providers are subject to change. Campaigns run across all networks..
Targetability• How Many Data Partners is the vendor using? The more partners
the more precise the targeting.
• How finite of a target should I select?
• Should I select a Demo, Geo or Behavioral Target?
WHAT TO LOOK FOR WHEN BUYING ONLINE VIDEO
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INTRODUCING PREMIUM DIGITAL TVAND PREMIUM DIGITAL VIDEO
*Participating media sites and content providers are subject to change. Campaigns run across all networks..
Brand Safety• What type of sites are my ads running on?
• Are the sites COPPA Compliant?
• Is the network of sites MRC accredited and IAB compliant?
• Are the sites audited for fraudulent traffic?
WHAT TO LOOK FOR WHEN BUYING ONLINE VIDEO
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WE DELIVER AUDIENCES - Geographically
State of Delaware:
• Wilmington Zone
• Middletown Zone
• Central Delaware Zone
• Lower Delaware West Zone
• Lower Delaware East Zone
Reaching the state of Delaware with approximately 267,379 cable households.Includes Xfinity, Verizon, Atlantic Broadband and Mediacom cable households.
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THANK YOU!
QUESTIONS?
Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Growth of Streaming TV ViewingSlide Number 9Slide Number 10Slide Number 11Slide Number 12AUDIENCE TARGETINGSlide Number 14Accessing TV Everywhere Content Slide Number 16Slide Number 17Slide Number 18Cluttered Auto-Play Video BannerTiny Mobile OverlaysSlide Number 21Slide Number 22THIS is Your Commercial with TV EverywhereSlide Number 24Slide Number 25WHAT TO LOOK FOR WHEN BUYING ONLINE VIDEOSlide Number 27Slide Number 28WE DELIVER AUDIENCES - GeographicallySlide Number 30