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Comcast Spotlight Multi Screen Presentation

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As the media landscape changes, so does consumer habits. Is your current advertising working to target those new habits. Comcast Spotlight shows you how to reach consumers in a multi screen world.

As the media landscape changes, so does consumer habits. Is your current advertising working to target those new habits. Comcast Spotlight shows you how to reach consumers in a multi screen world.

Published in: Business, Technology

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  • 1. MULTI-SCREEN BEHAVIOR HAS BECOME MAINSTREAM    Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV Multiple screens make us feel more efficient – this results in a feeling of “found time” TV has become one of the most common devices that is used simultaneously with other screens – 77% of consumers use their PC/laptop or smartphone while using TV Source: eMarketer - “What Fragmentation Means for Critical Mass”, November 2012 – based on interactions reported by users of smartphones, PC and TV conducted by Ipsos for Google and Sterling Brands (The New Multi-Screen World; Understanding Cross-Platform Consumer Behavior”.
  • 2. U.S. ADULT MEDIA CONSUMPTION 39% TV Adults spend the majority of their time consuming media on TV and Online Comcast Spotlight provides advertising access to the media where consumers are spending nearly 2/3 of their time 44% Online/Digital 12% Radio 3% Newspapers 2% Magazines Are your advertising dollars allocated appropriately? 2% Other Source: eMarketer - “Average Time Spent per Day with Major Media by US Adults”, August 2013; Online/Digital includes all internet activities on desktop and laptop computers and mobile devices. Includes multitasking—exposure to two mediums simultaneously are counted under both mediums
  • 3. BETTER AD RECALL WITH MULTI-SCREEN VIEWING Online exposure can greatly improve the effectiveness of your television ads. When used alongside television, your multi-platform campaign can considerably boost brand recall and consumer engagement. 74% Recall the message 39% Recall Details Source: Nielsen. Google Cross-Platform Ad Effectiveness Study 2011. *Multiplatform = Ad Exposure on PC, Phone & Tablet
  • 4. XFINITY Digital Household: Extend the Reach & Frequency of your advertising campaign! Comcast’s creativity and leadership is shaping the future of media and technology
  • 5. COMCAST SPOTLIGHT REPRESENTS ADVERTISING INSIDE POWERFUL MEDIA BRANDS Over 40 Cable TV Networks Plus 7 Online Destinations *All networks/destinations are not available in every market . Ask your Account Executive for specific details.
  • 6. XFINITY MULTI-SCREEN USERS Notice an Online ad if they saw the same TV ad Click an Online ad after seeing on TV Say Internet or TV is Most Useful when Buying a Product/Service Research Product Online after Seeing on TV Notice a TV ad if they saw the same Online ad Source: Comcast Plus-Recontact, R1-2012 Tot12month, Scarborough; Base: ( Total Survey Area: Detroit ) AND( Comcast Screener Type: 1 Screener OR 2 Screener ). Target: ( Comcast Screener Type:2 Screener ). Crosstab responses based on frequencly or some of the time; agree or strongly agree.Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use o the Scarborough Data is subject to all limitations and qualifications contained in the Report.
  • 7. XFINITY MULTI-SCREEN USERS ARE VALUABLE CONSUMERS Multi-screen Users are… Valuable Consumers With Expendable Income Age 25-54 60% Attended College 68% White Collar Occupations 44% Homeowners 83% Households w/Children 37% Spend 10+ hrs online/week 35% Spent $500+ online (past yr) 34% Source: Comcast Plus-Recontact, Ra-2012 Tot12month, Scarborough. Total Survey Area, Adults 18+. Base Profile: DMA: Detroit. Total Survey Area, Adults 18+. Target: Comcast Consumer Type is Multi-Screen User.. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
  • 8. REACHING YOUR CUSTOMERS WITH COMCAST SPOTLIGHT Custom Target Index Index Reach (%) Reach (Potential) Increase reach by advertising on networks like USA watched by 24% of Detroit DMA Moms of young children (past 7 days, hardwired only). Complement your TV buy with XFINITY.com which delivers 10% of Moms in an average month. Add frequency to your campaign using high indexing networks. Detroit DMA Moms are 143% more likely to watch Nick @ Nite than the average person in the market. Market Average = 100 Detroit DMA Moms are also 14% more likely to have visited XFINITY.com in the past 30 days. Source: Scarborough Data, Detroit DMA, Syndicated-Mosaic, Aug10-Jul11. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
  • 9. INSERT MAP
  • 10. XFINITY.COM IS THE ONLINE DASHBOARD THAT CONNECTS CUSTOMERS TO THEIR DAILY LIFESTYLE XFINITY.com is the dashboard for our customers to manage their multi-media lifestyle  77% of XFINITY.com visitors spend time on the site using email and the following features: ─ ─ ─ ─ ─ ─ News TV/On Demand Listings Watching TV/Movies/Videos Xfinity Account Information Managing the DVR Voicemail Our consumers use the site for more than just email –  7% of XFINITY.com visitors use the site for email only. Source: Comcast Plus-Recontact, R1-2012 Tot12month, Scarborough. Total Survey Area: Adults 18+. Base Profile: Detroit DMA AND Comcast User Type: Single Screen or Multi-Screen User. Target Profile: (Visited XFINTY.com In Past 30 Days: YesScarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
  • 11. SPOTLIGHT DELIVERS YOUR MESSAGE ON TWO SCREENS TV Comcast Spotlight can distribute the same :15 or :30 second video message on two screens in the same geography of your target market. Online