AIMS2012 Todd Stainbrook

Rapidly Changing Media Consumption:

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Rapidly Changing Media Consumption:

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Optimizing your campaigns to reach today’s consumers

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Presented By

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Presented ByTodd StainbrookMarch 2012

Our Media Landscape..has changed

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Seemingly unlimited choices…in TV

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In Social

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In Mobile

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But it’ still tough to get a consumer’s attention!

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Who is Really Watching?

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ve o

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Today?

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How do you get your message through?

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Specific Media: Our Story

Targeted Video Network

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Video?

BRANDS HEREplay

Scalable, Targetable Pre‐Roll Video

PRE‐ROLL VIDEO:Behaviorally targeted :15 and :30 second videos will  

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run before selected premium, relevant video content.  Native video  players are clickable to designated URLs. 

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COMPANION BANNER:There will be added value 300x250 

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companion banners alongside most videos.

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Endless Video format development by:

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Packaging Your Message: Multiple Options

AdSelex AdXtend

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Ad Overlay

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Run multiple creative executions across different brands within a single buy

Empower the viewer with a choice of engagement

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Ad Curtain Ad InteractiveVariety of executions, flexibility to

incorporate and adjustable placements

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Increase interaction opportunities with high Automatic interactive format allows users

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Increase interaction opportunities with high impact, buzz-worthy units

Automatic interactive format allows users to engage with brand features and offers

Online Video Advantage

Online Video Offers Less Cluttered Ad Channel1 6%

Online Video + TV Drives Brand Metrics

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1.6%

Ads

Content

25.0%

75 0%

65%

50%

39%46%

Online Video TV

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Online TV

Online video is less cluttered, making

98.4% 75.0%26%28%

21%14%

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Source: comScore Video Metrix, December 2010

, gyour brand more noticeable General Recall Brand Recall Message Recall Likeability

Source: Nielsen, April 2010

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Nengagement advantage

Multi-tasking TV viewers are more likely to miss advertisements, whereas highly engaged online video viewers are more focused on the content they’ve initiated.

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Not only are TV viewers more likely to be multi-taskers, but they’re also inundated, which effectively decreases your SOV

Digital Advertising: Online Video vs. TV

Percent of Ads Skipped

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TV ONLINE

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Source : 2011 Hulu

Digital Advertising: Online Video vs. TV

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Talk to other people!

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Do things around the house!

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Source : 2011 Hulu

Targetable Actual Auto or CPG Shopper households

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Eliminate The Guesswork From Your Media MixWe help you define the most valuable prospects for your product. Then we target them online.

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Integrate our proprietary online data with Polk or NCS access to offline data to identify

Which households are the most loyal to my brand?

Which households are heavy buyer of my brand category?

Which households buy my top competitors?

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households who buy your products and then target them online.

Scalable, Targeted, Dynamic Pre-Roll Video

Dynamic VIDEO..Not a Dynamic Flash Banner Insertion

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19Mazda BT

With Format Sequencing

start with an immersive video message, then add coordinated display to yield optimal results

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Video + Display = Success

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• Sequential ads deliver a rich message, increasing positive association and memory sustainability

Increase…

Brand recallBrand favorability

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• Strategic sequencing of ads provides the opportunity to deliver more detailed and complementary information

f yConsumer interactionPurchase intent

Source: Sky and IAB study, October 2010

OriginalOriginal Programming?g g

BRANDS HEREplay

Original Programming

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Headlines

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distribution…..”

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“… online distribution is increasingly becoming a way for networks shows and even TV stars to reach viewers even if

Can daytime soaps find new life online?

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networks, shows and even TV stars to reach viewers even if broadcast audiences aren’t large enough to support them.”

OP Reel

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Challenges to OP/Branded Entertainment

Nearly 63% of client-side marketers plan to participate in branded entertainment projects in 2012, but that still leaves the

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Reasons for Not Doing OP/Branded Entertainment

branded entertainment projects in 2012, but that still leaves the other 37%. Why?

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Cost30%

Lack of Internal Resources

21%

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Lack of Not right for 

Brand

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Measurement26%

Brand23%

Source: ANA Survey, August 2011

socialsocial

BRANDS HEREplay

Social Media Options

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The Rise & Fall….

Unique Visitors, US,  Unique Visitors, US, 

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December 2007q , ,

December 2010

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60  150

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MM

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150MM

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myspace facebook

MM

myspace facebook

MM

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Myspace connects….

. . . CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE

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MUSIC BETTER THAN ANYONE ELSE

Reaches a LARGE Audience26MM

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The LARGEST Song Catalog

Myspace 42MM

26MM

24MM20MM

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iTunes 20MM

Spotify 15MM

Pandora 800K

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NPandora 800K

M iT P d S if

7MM

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Myspace iTunes Pandora Spotify

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Myspace

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Myspace Growing Again

…AVERAGING 40,000 NEW USERS PER DAY

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MyspaceTV

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The New Reality: Digital Everywhere

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StandardTabletDesktops & LaptopsStandard Standard

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TVIPTV

Tablet

Mobile

& LaptopsTV Standard

TVStandard

TV

StandardTV

TV

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Living Room Personal Computer

Mobile