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Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
Universal McCann
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Universal McCann

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Spot Runner TV101 as presented to Universal McCann

Spot Runner TV101 as presented to Universal McCann

Published in: Business, Economy & Finance
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  • 1. 1 PRESENTED BY David Grady and Aimee Westbrook September 12, 2008 CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 2. 2 Our Mission Spot Runner’s mission is to make advertisers successful by revolutionizing the entire advertising process—including the way ads are created, targeted, planned, bought, and sold. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 3. 3 Who is Spot Runner? We are a technology-based marketing services company that delivers integrated solutions to make advertising more accessible, targeted, and efficient. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 4. 4 Why Spot Runner? Puts the client in control with a pay-as-you-go philosophy Best in breed creative at a fraction of the cost Performs an analytical, data-driven evaluation of each client’s business Is more cost-effective and nimble than traditional advertising services companies CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 5. 5 Expertise Across All Media Types We offer it all. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 6. TV 101
  • 7. 7 The Power of Television Advertising 82% of Americans say TV is the most influential form of media available. Source: TVB, Nielsen Media Research Customer Survey, 2006 The average American Consumers will spends more time with watch TV 50% the television each day more than they’ll than he spends with listen to the magazines, radio, radio. and newspapers— COMBINED Source: US Census Bureau’s Statistical Abstract of the United States; 2007, Table 1110. Source: US Census Bureau’s Statistical Abstract of the United States; 2007, Table 1110. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 8. Television Reaches More Adults 8 Each Day than Any Other Medium % REACHED YESTERDAY Source: TVB, Nielsen Media Research Custom Survey 2008 CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 9. An Average Household Watches 9 8 Hours 43 Minutes of TV per Day CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 10. Television Advertising Has the Best 10 Perception Among Adults MOST AUTHORITATIVE MOST EXCITING Source: TVB, Nielsen Media Research Custom Survey 2008 Source: TVB, Nielsen Media Research Custom Survey 2008 CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 11. Television Advertising Has the Best 11 Perception Among Adults MOST INFLUENTIAL MOST PERSUASIVE Source: TVB, Nielsen Media Research Custom Survey 2008 Source: TVB, Nielsen Media Research Custom Survey 2008 CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 12. Nielsen TV DMA Geography and 12 Rankings CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 13. 13 Universe …Is the total population of audience being measured. Mark, 28 Gracie, 19 Bill, 56 Susan, 34 Joyce, 43 Bob, 76 The Adult Universe is 6 The Adult 18 to 49 Universe is 4 The Adult 50+ Universe is 2 CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 14. 14 Audience …Are expressed as: Numbers of people exposed to a particular media • ―Impressions‖ Percentage of a universe exposed to a particular media • Ratings • ―Reach‖ CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 15. 15 Impressions Vehicle Audience—People exposures An impression is one exposure opportunity to one person. Gross Impressions is the sum of all advertising exposures, eyeballs, expressed as a whole number • Impressions are duplicated since one person can be counted multiple times. Audience is normally synonymous with impressions Not necessary exposed to ads CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 16. Gross Rating Points (GRPs) and 16 Target Rating Points (TRPs) Technically, gross refers to total households • Target GRPs and TRPs are used interchangeably The sum of all advertising exposures delivered against a target group (including duplication), expressed as a percentage of the target universe • One TRP/GRP is 1% of a given universe TRPs can only be added together when they represent the same universe CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 17. Gross Rating Points (GRPs) and 17 Target Rating Points (TRPs) Example based on 2007 Nielsen estimates. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 18. 18 Reach … Is the number of different people who are exposed to a media vehicle or schedule (expressed as a percentage of a universe) For instance: People Magazine Ad is seen by Mark, Gracie, Bill, and Susan Reach is 80% or 4 out of 5 CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 19. 19 Frequency … Is the average number of times people are exposed to an advertising message CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 20. Effective Frequency The amount of times the target needs to be exposed to a message for it to be remembered. The industry standard is 3+ times, but this can vary based on many factors including complexity of message. Once determined, it is measured using a Frequency Distribution which shows the number of persons reached at each frequency level. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 21. 21 Calculating TRPs CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 22. 22 Rating …Is the percent of homes or people tuned in to a particular program CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 23. 23 Share …Is the percent of homes or people with television on tuned into a particular program. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 24. 24 Calculating TRPs CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 25. Annual Inventory Demand Patterns Pricing for Spot TV inventory varies during the year • Per quarter • Per weeks within each quarter CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 26. 26 Time Runs Out CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 27. Over $1 Billion Spend on TV Ads 27 for 2008 Election Year CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 28. 28 SPOT DIRECT ADVERTISING SOLUTION AND STRATEGY CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 29. 29 What is Spot Direct? Spot Direct is a proprietary television (and radio) advertising solution developed by Spot Runner especially for online businesses Includes a set of technologies, models, and methodologies for creative production, media planning, buying, and optimization Brings the accountability of online advertising to offline advertising, applying the same rigorous tracking and optimization methods to television CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 30. 30 Provides a Measureable Impact Companies who use Spot Direct to drive online traffic with television advertising see unprecedented results from their campaigns. BRANDED DIRECT CLICK- KEYWORD NAVIGATION THROUGHS SEARCHES Spot Direct clients see a 15% to Spot Direct clients see an Spot Direct clients increase their 50% increase in direct navigation average 45% increase in search advertising click through traffic (depending on budget). branded keyword searches. rates by an average of 10%. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 31. 31 The Spot Direct Methodology CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 32. Tracks, Analyzes, and Reports 32 the Metrics You Want Cost per visit (CPV) Cost per order (CPO) Cost per call (CPC) Cost per lead (CPL) Revenue per media dollar Conversion rate (visits to orders or calls to orders) Web traffic (direct navigation, vanity URL, etc.) CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 33. 33 Flexible Ad Options SPOT RUNNER WILL Build new advertising from scratch Modify or enhance your existing ads or assets Create multiple versions of ads for targeting and optimization Balance response and branding CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 34. 34 Targeted Media Planning and Buying SPOT RUNNER Takes advantage of ―direct response‖ media discounts (often used by offline direct marketers) Call to Action Secures 30%–40% off traditional fixed placement advertising Requires an 800-number or web URL for over 50% of the ad Requires 800-numbers tracking URL and for detailed analytics Vanity and optimization Tracking URL CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 35. Advertising for Response and 35 Conversion • Sur La Table (Stills) • Passages (Video) • LA Avengers • Goodsearch.com • BizFilings.com • Baja Fresh • Creditreport.com • StubHub (Great Moments) • Microsoft Office Live Small Business CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 36. Performance Analysis and 36 Optimization Spot Runner optimizes network placements based on the best metrics for your goals In order to determine the effectiveness of one network versus another, the data day/time files are matched electronically against the exact spot time airings for each network *Requires proper tracking setup CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 37. 37 Your Dashboard A Secure Website Dashboard Available To You 24/7 Track your response and results View your ads View your complete media plans Data is updated in real time Export custom reports CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 38. 38 CASE STUDIES CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 39. 39 Campaign Objectives Measure the ability of TV to increase awareness of the Microsoft Office Live Small Business name Measure the ability of TV to drive unique visitors and sign ups for Microsoft Office Live Small Business Microsoft Office Live Small Business, :30 second creative, call-to-action strategy CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 40. OBJECTIVES 40 Increase awareness of Microsoft Office Live Small Business Case Study Drive unique visitors and sign ups for MOLSB. WHY SPOT RUNNER As a relatively small division of Microsoft, Office Live Small Business has limited resources. They wanted a more nimble and accessible company than traditional agencies. Spot Runner offered low cost, high quality creative and a low out-of- pocket testing strategy. MOLSB relied on Spot Runner’s geographic expertise to select a test Microsoft Office Live is a Internet- based software service designed market that would allow them to determine the impact of TV. for Microsoft Office users and small Spot Runner created a strategy/creative brief that resulted in a dual businesses. purpose :30 second spot that would both lift awareness and drive response to their site. Office Live Small Business gives users their own domain name, web Spot Runner planned a 6-week DR/Fixed Placement buy on 4 stations site, and e-mail accounts. It also in Los Angeles. gives users access to various management software, including RESULTS project, consumer, and document management applications. Immediate lift in unique visitors and sign ups Pre/Post Awareness Study is still pending. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 41. 41 Campaign Details and Results STRATEGY RESULTS DELIVERABLES Heavy spot frequency In the first three Overall buy ran at within each week weeks of the 100% dollars, and across major campaign (7/7–7/25) 124% spots. Stations broadcast television 1,577 respondents aired 104 bonus spots affiliates were generated. Of for a total of 528 (ABC, CBS, NBS and those, 277 resulted in spots. Only one FOX) service sign-ups for station—KABC— MOLSB. Pre/Post missed dollars which • Combination of DR and fixed placement in order to broaden awareness study was $200. placement options and gather as many unique impressions as results are still possible pending • Approximately 425 spots planned over four networks for six weeks (18 spots/week/station) CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 42. TV Buy Details LOS ANGELES DMA from 7/7/08 to 8/17/08 (6weeks) CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 43. OBJECTIVES 43 In dozen of individual markets, localized messaging and media placement to improve response and create awareness of specific Case Study offerings WHY SPOT RUNNER Creative costs for initial ad creative and large volume of local versions were one-tenth of previous ad. RESULTS Spot Runner built visually compelling graphical ads for hyper-localized Premier national re-seller of tickets to offerings local concerts, plays and sports event. Media placement in targeted cable zones allowed for micro-targeting to Stub Hub (1)Stub Hub (2) key demographic Campaign was ROI positive and resulted in client expanding media into other markets Spot Runner has helped take our branding to the next level, and we’ve seen a fantastic return on our spend. Jen M. Senior Marketing Manager CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 44. OBJECTIVES 44 To strategically enter the offline advertising marketplace in order to drive traffic to web-based foreign currency trading platform Case Study To find an agency partner that understood the brand and the need for measurable advertising results WHY SPOT RUNNER Creative team demonstrated understanding of the brand nuances with the goal of driving customers Cost-effective, high-quality creative offering Most cost-effective media inventory in best possible environments—DR Online foreign currency trading platform. methodology The company’s flagship service, GAIN Spot Runner’s analytics team knew correct strategy of measuring Capital, is used by institutional investors, professional money effectiveness of campaign for this client—open demo accounts managers, and experienced day traders from over 140 countries. RESULTS Creative execution was the right blend of hard driving response orientation and maintenance of brand integrity As compared to test period without TV, visits to site increased by over 40%, search term usage by over 50%, demo accounts opened in US increased by over 70% As compared to test period without TV, Spot Runner is now implementing in-depth methodology to better define specific CPAs related to offline advertising CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 45. QUESTIONS? CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.
  • 46. THANK YOU. CONFIDENTIAL © 2008 Spot Runner, Inc. All rights reserved.

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