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Case STUDY: CARE Media HoldingsWhy Is the Healthcare Vertical Profitable andWhat Can Investors Learn from It?─────── ─────── ─────── ─────── ───────Presented by:Philip M. CohenPresident/CEOCARE Media Holdings Corp.Thursday, October 18, 2012 : 2:00 PM
Evaluating the Opportunity Who is the Management? Does the Business Plan make sense? Is there a homogenic # of locations where screens and content will play to a given demographic ? Can dwell time be measured? Can audience be measured? What content needs to be developed and for what purpose? Is the content unique, appropriate and in context?
What are Advertisers Buying? Recall Eyeballs OR Either Way, You Need to prove the VALUE
Show Exactly Where your CPM comes from and… Do Not DiscountDiscounting Can Kill your Business Plan.
Moving from Traffic To AudienceA More Valuable Media Currency GROSS VENUE PRESENT IN THE TRAFFIC NETWORK ZONE NOTICE NETWORK DWELL TIME AD ROTATION DURATION = AUDIENCE IMPRESSIONS LESS VALUABLE $ MORE VALUABLE $
Audience Impressions Calculation in Sales Practice:An Example of What to Look For Network 4-week Schedule Period Venue Traffic (000) 193,000 % in Network ZoneAudience Impressions Calculation in x 85% Sales Practice: % Notice Network An Example of What to Look For x 58.8% Network Audience (000) = 96,461 Network Dwell Time/Ad Rotation Duration x 86.7% (5.2/6 = 86.7 , where dwell time and ad rotation duration expressed in mins) Audience Impressions (000) = 83,631 Source: Reputable Research Inc. Qualifications/Disclosure form available on request.
Recall &Path to Purchase Intercept 27%average unaided recall 27% 43% 29%next shopping trip: - drug store/pharmacy 27% 16% 7% - grocery store 53% 54% 51% - mall 3% 12% 4% - convenience store 2% 6% 2%Data Source: Arbitron Reporting for CARE Media 2011
CARE Media Rate Card Women’s KidCARE TV HealthCARE TV PetCARE TV Monthly Cost Monthly Cost Monthly Cost :30 Spot :30 Spot :30 SpotNumber of Waiting Rooms 3,000 1,600 1,750Vehicle Traffic (100% in Vehicle Zone)* 3,535,300 1,423,800 2,264,600% Watch* 85% 84% 66%Vehicle Audience 3,005,005 1,195,992 1,494,636Vehicle Dwell Time (in Minutes)* 23 24 7Ad Rotation Duration (in Minutes) 20 20 6Average Unit Audience impressions for the Scheduled Period 3,455,756 1,435,190 1,743,742Total Number of Client Ads in Rotation 1 1 1Rotations/Client Ads per hour 3 3 10Schedule Impressions 3,455,756 1,435,190 1,743,742CPM (Viewership)** $35 $35 $35CPM (Traffic)** $34 $35 $27Total Net Cost $120,951 $50,232 $61,031Cost Per Waiting Room** $40 $31 $35*Arbitron October 2011 data.**Surcharge applied to partial network campaigns. Minimum buy = 100 screens.***Rates provided for planning purposes only. Rates are subject to change without notice.****Ask about potential multi-network discounts.
Care Media TV Network Success ModelSpecialty Driven:- Specific Audience Advertiser Supported:- Specific Advertiser - Spots must be specific to the network- Waiting Room Dwell Time for high impact recall- Tested and Measured results.- Healthy CPMs
Key Takeaways1. Invest time in planning.2. The decisions you make at the onset will impact the long-term investment.3. Be clear about your goals and ROI expectations.4. Be clear about the value you are delivering.5. Test! Advertisers are buying proven results.
Contact Philip M. Cohen President / CEO CARE Media Holdings Corp. 5652 W. Waters Ave., Suite E Tampa, FL 33634 (813) 888-7330 firstname.lastname@example.org www.cohenoncontent.com www.caremediatv.com