1. Calero Media Systems
Targeted Advertising
Calero Web Server
Web-To-TV
software app
MediaDancer.com
Play the Web on your TV! 1
Confidential – Calero Media Systems, Inc – May 2008
Calero’s Web-to-TV software and MediaDancer web server
provide an integrated video advertising solution.
Advertisers & Publishers create targeted “commercial” playlists.
Users create and share playlists.
Users gain awareness of and access to commercial playlists
through social media widgets, email, twitter, etc.
Invoking a commercial playlist produces image and interactive
ads on controlling devices (laptop computers and smart-phones),
and embedded video advertising on the family TV set - where
share impact is high.
Advertising is coordinated and targeted by user demographics
and real time viewing history.
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2. Calero Media Systems
Setup
Calero Web Server
Advertiser
Users
Network
Campaign Setup User Setup
Playlist Design Web-to-TV registration
Media Links MediaDancer Login
Display Ads Opt-In Demographics
Parameters for Viewing preferences
distribution
Play the Web on your TV! 2
Confidential – Calero Media Systems, Inc – May 2008
Users activate their server hardware by registering with the
Calero server. Servers are tracked by unique IP address for the
household. Household demographics are stored. User opt-in is
required for demographics data.
MediaDancer.com users register with ID & Password to save,
share and play media playlists thru web pages and social media
widgets. Viewing preferences - including Broadcast TV - are
optionally stored.
Advertisers & Publishers provide campaign content and
distribution parameters.
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3. Calero Media Systems
Targeted Media Playlist
Calero Web Server
ABC.Com Playlist for Joe.User
American Idol - Jordan
YouTube -Evolution
CSI – Episodes
Hulu - Saturday Night Live
House – Hugh Laurie
Play the Web on your TV! 3
Confidential – Calero Media Systems, Inc – May 2008
A targeted playlist is a set of links (URLs) and optional display
ads - impression and/or interactive.
The links may contain embedded video advertising or related
web content.
Using either a laptop computer or smart-phone to access the
playlist and activate the link, the media is displayed on the user’s
TV (through the Web-to-TV applicance).
For example, If I like to watch ABC’s “House”, a playlist
associated with “House” is automatically sent to my
MediaDancer page or widget on my phone or PC, where I can
select and view media on my TV, at my convenience.
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4. Calero Media Systems
Fulfillment
Calero Web Server
Link activated
confirmation
Page view billing
Play the Web on your TV! 4
Confidential – Calero Media Systems, Inc – May 2008
When a targeted link is selected and viewed on the TV, a billable event
is logged in the advertiser/publisher’s account.
Impression and interactive Ads on the Playlist are billed by CPM and
CPC as defined in the campaign parameters.
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5. Calero Media Systems
Summary
Online media preferences tracked
through playlists & widget (cookies)
TV media behavior tracked by (hard)
viewing history & demographics
A unique model to monetize video
advertising viewed on TV
coordinated with online call-to-action
Play the Web on your TV! 5
Confidential – Calero Media Systems, Inc – May 2008
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