Digital investor presentation_oct2012

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  • 1. 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
  • 2. 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?
  • 3. Success in Healthcare = Rates/CPMs
  • 4. What are Advertisers Buying? Recall Eyeballs OR Either Way, You Need to prove the VALUE
  • 5. Show Exactly Where your CPM comes from and… Do Not DiscountDiscounting Can Kill your Business Plan.
  • 6. 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 $
  • 7. 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.
  • 8. 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
  • 9. 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.
  • 10. 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
  • 11. 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.
  • 12. Contact Philip M. Cohen President / CEO CARE Media Holdings Corp. 5652 W. Waters Ave., Suite E Tampa, FL 33634 (813) 888-7330 pcohen@caremediatv.com www.cohenoncontent.com www.caremediatv.com