Using Content to Deliver Recall and Results

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Using Content to Deliver Recall and Results

  1. 1. Philip M. Cohen CARE Media Holdings November, 10, 2010
  2. 2. Optimizing Advertising Buys Eyeballs Recall Are they Buying? OR Either Way, You Need to Prove It!
  3. 3. Because, Advertisers are Buying Results  Content delivers Recall  Content delivers Impressions for the ad-supported network operator…  Content generates Revenue Content is the Resultsdriver: And in any event…
  4. 4. Why Content Matters Content is what drives media experiences across all screens: computer, TV, mobile and Digital OOH. The right story (messaging) delivered in the right way can make the viewer take action in whatever way you want them to. Compelling content builds audience engagement and the opportunity to attract advertiser funding.
  5. 5. Effective Content Planning Identify the right content partner Develop a sustainable content strategy & management plan Appeal to audience specific needs, values, culture, emotions Keep message delivery fresh, compelling and visually engaging
  6. 6. How Can We Measure Up? As an industry we are now auditable, reportable and visible. We must own it and continue to:  Deliver dynamic, quality content that secures top of mind awareness and recall  Utilize third party demographic reporting (Arbitron/Nielsen), to prove the efficacy of digital place-based performance and get the attention of media buyers
  7. 7. Moving from Traffic To Audience A More Valuable Media Currency GROSS VENUE TRAFFIC PRESENT IN THE NETWORK ZONE NOTICE NETWORK DWELL TIME AD ROTATION DURATION LESS VALUABLE $ MORE VALUABLE $ = AUDIENCE IMPRESSIONS
  8. 8. Network 4-week Schedule Period Venue Traffic (000) 193,000 % in Network Zone x 85% % Notice Network x 58.8% Network Audience (000) = 96,461 Network Dwell Time/Ad Rotation Duration (5.2/6 = 86.7 , where dwell time and ad rotation duration expressed in mins) x 86.7% Audience Impressions (000) = 83,631 Audience Impressions Calculation in Sales Practice: An Example of What to Look For Clear, easy to follow Source: Reputable Research Inc. Qualifications/Disclosure form available on request. Well sourced with offer of full disclosure Audience Impressions Calculation in Sales Practice: An Example of What to Look For
  9. 9. Arbitron Evaluation PetCARE TV
  10. 10. 5 Key Takeaways  Advertisers are “buying” results  Be clear about their goals for DOOH advertising  Define your success metrics  Require proof of network advertising effectiveness  Ensure the network has professionally created, relevant content
  11. 11. 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.caremediatv.com www.cohenoncontent.com

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