Cisco Interactive Entertainment Experience

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  • Shaydon : 1-4 Jess: 5-10 Jonathan: 11-15 Slides 16: Jonathan/Shaydon Divya: 18-20 (advertising/monetization)
  • Heavy viewers spend, on average, 3 times the number of hours watching T.V., twice the number of hours on the internet, e-mailing, blogging and instant messaging.
  • Heavy viewers are more likely to regularly watch drama shows, movies, news shows, police/detective shows, reality T.V., situation comedy.
  • The first Saturday is the only date NBC is not last in viewership. Not enough data to know if this is the norm or an anomaly.
  • 25-34 are on cusp of becoming heavy viewers
  • - Add Buffy example – move from WB to UPN and then had 2 season on UPN – 4 th highest ranked show on UPN when it went off the air
  • Helios software platform – serves as the “chariot” which holds all your content and allows you to paint it across the web (which is the “sky” in this very loose metaphor)
  • The use dynamic advertising throughout the myNBC experience is very important. Not only should the advertising served to the consumer be targeted based upon their general online behavior but there should also be advertising that recommends relevant NBC content to the consumer. For instance if I know what music a viewer is purchasing through the music store, what NBC shows they are watching and what characters they are engaging with the most; the advertising must be able to recognize these behaviors and recommend the most relevant products for that viewer. Much like Amazon’s search and recommendation set-up, with the exception that the interaction is the search and myNBC should automatically make recommendations based upon those actions. We would allow advertisers to send commercial messages through the characters twitter pages and blogs to their network of followers. Characters Kelly Kapoor, Ryan Howard and Erin Hannon already maintain their own Twitter account. They have 42,436, 29,041 and 14,816 followers respectively. The products presented need to be relevant to the character putting forth the message. For example, when an outfit one of these characters wears becomes available in the “lifestyle” retail section then this character would advertise the product using their Twitter Account. Once the characters start selling products that have no relevance to them they become salespeople not informers/influencers. Ad network Tremor Media recently found that pre-roll ads are highly effective when paired with the "right content." A study of more than 100 campaigns with nearly 65 million pre-roll impressions showed pre-roll video completion rates of around 80% for both 15- and 30-second streaming video advertising. Similarly, Break Media and video ad technology provider Panache recently found that completion rates for pre-roll video ads approached 90%, and click-through rates averaged 10%. Furthermore, according to a recent Ipsos MediaCT study, consumers are showing an increased willingness to watch ads in exchange for free online video content. A full two-thirds of the respondents said it was reasonable to show ads in front of professionally produced content. David Hallerman, senior analyst at eMarketer, writes: "The Internet and TV audience are not one and the same. The Internet audience does not necessarily respond to the same ads in the same way they would after viewing them on TV.“ Much of the difference comes down to the length of commercial messages, he says. For example, an MTV Networks study conducted in the first six months of this year found that audiences favor short pre-roll and overlay ad video combinations that appear and then disappear.
  • Helios software platform – serves as the “chariot” which holds all your content and allows you to paint it across the web (which is the “sky” in this very loose metaphor)
  • Cisco Interactive Entertainment Experience

    1. 1. Helios An entertainment experience by Cisco for NBC Shaydon Armstrong
    2. 2. The Audience: <ul><ul><li>Light vs. Heavy TV viewers </li></ul></ul><ul><li>Demographic Profile: </li></ul><ul><ul><li>63% of heavy viewers have incomes less than $75,000 per year </li></ul></ul><ul><ul><li>58% are married or living together </li></ul></ul><ul><ul><li>58% are 35 or older </li></ul></ul><ul><ul><li>77% are in households of 2 or more </li></ul></ul><ul><ul><li>68% of heavy viewer households have no one under the age of 18 </li></ul></ul><ul><li>Lifestyle: </li></ul><ul><ul><li>73% eating out </li></ul></ul><ul><ul><li>87% watching T.V. </li></ul></ul><ul><ul><li>70% surfing the internet </li></ul></ul><ul><ul><li>67% listening to music </li></ul></ul>
    3. 3. <ul><li>Drama Shows </li></ul><ul><ul><li>86% of Heavy Viewers </li></ul></ul><ul><li>Police/Detective Shows </li></ul><ul><ul><li>85% of Heavy Viewers </li></ul></ul><ul><li>Situational Comedy </li></ul><ul><ul><li>80% of Heavy Viewers </li></ul></ul><ul><li>Sports </li></ul><ul><ul><li>68% of Heavy Viewers </li></ul></ul><ul><li>Movies </li></ul><ul><ul><li>93% of Heavy Viewers </li></ul></ul><ul><li>News </li></ul><ul><ul><li>88% of Heavy Viewers </li></ul></ul>The Audience: Types of Shows Most Watched (Regularly/Occasionally)
    4. 4. The Audience: <ul><ul><li>NBC TV viewers </li></ul></ul><ul><li>NBC’s Competitors </li></ul><ul><ul><li>ABC and CBS </li></ul></ul><ul><ul><li>To a lesser extent A&E and Court TV (Renamed trueTV) </li></ul></ul><ul><li>Viewership lags behind ABC and CBS </li></ul><ul><ul><li>Viewer duration </li></ul></ul><ul><ul><ul><li>ABC: 934 hours ( 6%), CBS: 561 hours ( 4%), NBC: 381 hours ( 3%) </li></ul></ul></ul><ul><ul><li>Day of Week </li></ul></ul><ul><ul><ul><li>The 1 st Saturday had 5848 impressions (Highest of Competitors) </li></ul></ul></ul><ul><ul><ul><li>The following week NBC came in 2 nd with 5,161 impressions. </li></ul></ul></ul><ul><ul><li>Total Viewer Impressions </li></ul></ul><ul><ul><ul><li>ABC: 61,906, CBS: 58,346, NBC: 57,196 </li></ul></ul></ul>
    5. 5. The Opportunity: Establish NBC as a pioneer in social networking around content in order to reach the 87% of 18-24 year olds and 78% of 25-34 year olds currently engaged in social networking, as they transition from light viewing habits into heavy viewing habits. This opportunity will allow NBC, through a software platform, to enhance audience engagement and monetize digital content while respecting the new economics of a consumer-controlled media environment.
    6. 6. The Approach: <ul><ul><li>Designing the entertainment experience with the following in </li></ul></ul><ul><ul><li>mind: </li></ul></ul><ul><ul><ul><li>Involvement/interaction </li></ul></ul></ul><ul><ul><ul><li>Loyalty </li></ul></ul></ul><ul><ul><ul><li>Customization </li></ul></ul></ul><ul><ul><ul><li>Monetization </li></ul></ul></ul><ul><li>Cisco’s success with EOS in the music industry paves the </li></ul><ul><li>way for the company to expand into television/video content </li></ul><ul><li>with a similar software platform </li></ul>
    7. 7. <ul><li>Baseline assumption: </li></ul><ul><ul><li>Audiences are fans of SHOWS, not NETWORKS </li></ul></ul><ul><ul><li>Fans follow their favorite shows, irrespective of networks or </li></ul></ul><ul><ul><li>schedules </li></ul></ul><ul><li>Content Aggregator </li></ul><ul><ul><li>Allowing viewers to customize, personalize and consolidate desired </li></ul></ul><ul><ul><li>content into one continuous experience instead of bouncing from page to </li></ul></ul><ul><ul><li>page within the NBC website </li></ul></ul><ul><li>Convergence </li></ul><ul><ul><li>Convergence between online/offline worlds </li></ul></ul><ul><ul><li>Convergence among devices – watch TV online, watch YouTube on TV </li></ul></ul><ul><ul><li>screen, etc </li></ul></ul><ul><ul><li>Convergence among tasks (three screens) </li></ul></ul>The Concept:
    8. 8. The Concept: He·li·os   (hē'lē-ŏs'):   n.   Greek Mythology The sun god, son of Hyperion and brother of Eos , depicted as driving his chariot across the sky from east to west daily. n. A content platform that combines social networking and entertainment properties , enabling its audience to aggregate , share, search for, recommend and otherwise engage around specific content that users self-select into.
    9. 9. <ul><li>A social network aggregator for NBC content: </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Show interaction </li></ul></ul></ul><ul><ul><ul><li>Characters </li></ul></ul></ul><ul><ul><ul><li>Cast </li></ul></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Avatars </li></ul><ul><ul><li>For content creation </li></ul></ul><ul><ul><li>For online social events </li></ul></ul><ul><li>Viewing party </li></ul><ul><ul><li>Webcam-ready application </li></ul></ul><ul><ul><li>Interaction with show-related content </li></ul></ul>Helios Community:
    10. 10. <ul><li>Video mash-ups & creation </li></ul><ul><ul><li>Compilation </li></ul></ul><ul><ul><li>Adaptation </li></ul></ul><ul><ul><li>Role-playing through avatars </li></ul></ul><ul><li>Photos </li></ul><ul><li>Audio mash-ups </li></ul><ul><ul><li>Dialogue remakes Imitations </li></ul></ul><ul><ul><li>Quizzes creation </li></ul></ul><ul><ul><li>Karaoke </li></ul></ul><ul><li>Augmented reality </li></ul><ul><li>Contests </li></ul>Helios Community:
    11. 11. The Clickstream:
    12. 12. NBC Homepage:
    13. 13. myNBC.com Sign-up:
    14. 14. Personalize:
    15. 15. Personalize:
    16. 16. Layout:
    17. 17. Name: Jessica Redler Age: 23 Birthday: March 23 Sex: Female Favorite Chraracter: Claire Bennett : Favorite Music: Matt Nathanson Favorite Color: Yellow : BUY Next Episode of The Office is Thursday Dec. 3, 2009 at 8:00/9:00 CST
    18. 18. Viewing Parties:
    19. 19. <ul><li>Questions? </li></ul>

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