DoubleClick Media presentation on behalf of Food Network web site. Presented this like it was 1999, because it actually was 1999!

1. Three Part
Integrated
Sponsorship
On
www.foodtv.com

2. Special Sponsorship
– FoodTV WebSpots and
– Audience Tickets Sweepstakes
– “Ask the Kellogg’s Nutritionist”
A Unique Marriage of TV
and Web Advertising

3. 100% of the Food network’s programming is original content, with foodtv.com what you
see on the network, is what you get on the site.
Foodtv.com is refreshed with up to the minute information about programming whether
it be food news, chef’s recipes, instant participation in promotions and sweepstakes,
highlights on upcoming shows, and “on-tour” chef events. All recipes are only archived
on FoodTV.com for 2 weeks facilitating a sense of urgency to visit FoodTV.com to
retrieve recipes..
Foodtv.com’s content reflects the cable network’s devotion to food. The content is
presented in a fun, fresh and entertaining way reflecting programming style. The talent
trains as well as entertains the viewers and users about food.

4. Celebrity Chefs
Unlike other web sites of this genre, foodtv.com’s content is created by
celebrity chefs and internationally recognized talent such as:
• Emeril Lagasse Essence of Emeril
Emeril Live
• Sara Moulton Cooking Live
• Bobby Flay Grillin’ and Chillin’
• David Rosengarten Taste and In Food Today
• Michael Lomanaco Michael’s Place
• Jennifer Paterson & Clarissa Dickson Wright The Two Fat Ladies
• Mary Sue Milliken & Susan Feniger The Two Hot Tamales
• Curtis Aikens Pick of the Day
• Julia Child The French Chef
• Robin Leach Gourmet Getaways

5. The Audience
62% female 38% male
Age 79% 25-54, 24% 25-34, 27% 35-44, 28% 45-54
86% are college educated
68% are married
33% have annual household incomes in excess of $75,000
28% have annual household incomes $50,000-$74,999.

6. Facts
• Food TV is the second fastest growing cable network (Nielsen Media
Research).
• March 1998 Food Network served over 31.5 million households.
• Distribution in 164 markets, 37% of all cable television households.
• The FoodTV website URL is mentioned after every website
• The FoodTV website:
– Over 30 million page view per month
– Over 2 million unique users/month

7. Major Promotions
Success Stories
Bam Bam San Diego Jam Sweeps:
• 85,000 entries in 6 weeks.
• Viewers asked to come online and state when they saw Emeril Lagasse’s
“Bam” icon on their TV screen during his program.
• First prize was a trip to San Diego, 2 tickets to “Taste of the NFL” and the
company of Emeril Lagasse.
Kraft Holiday Promotion:
• Astounding Integration
• Nominated for a AAAA “Best of Class Award” in Web Advertising 1998

8. FoodTV.com Site Redesign
Home Page
Programs
Recipes

9. Part One…WebSpots!

10. FoodTV WebSpots
• Using the unique strengths of TV and Web
advertising, FoodTV and DoubleClick have
teamed together to offer a truly unique
sponsorship package not available anywhere
else on the web!.
• WebSpots are :15 second commercials that air
on select FoodTV programs.

11. WebSpots
• FoodTV and DoubleClick Sponsorships
together with The Martin Agency will
produce a :15 second video tour of the
Kellogg's website.
• The video web-tour includes screenshots
with highlights of all the benefits and things
to do at the Kellogg's Kitchen web site.

12. Details of WebSpots
• WebSpots may be introduced by a
professional announcer or simply
run in the commercial pod. “We will
be right back after these words from
Kellogg's.com.”, is an example of an
execution.
• Traffic generated by WebSpots will
be tracked using DoubleClick
Spotlight Tracking feature.
• Creation of WebSpots will be done
through one 1 (+/-) hour planning
session with The Martin Agency
and DoubleClick. During this
session a storyboard will be agreed
upon.

13. Details of WebSpots..continued
• After the initial meeting,
DoubleClick will submit a story
board with proposed voice over
and sample background music to
The Martin Agency.
• The Martin Agency will take this
to Kellogg's for their approval and
feedback.
• After approval of the storyboard
DoubleClick and FoodTV will
create the :15 WebSpot and submit
to the Martin Agency.
• Budget includes one day of
production and half day of
revisions if necessary.

14. Think Cereal is for Think Again! You Can find all
Breakfast? kind of things..
WebSpots
At Kelloggs.com.. You can even buy
And Nutrition
Like Recipes! cool stuff from our
Information on
store! And Don’t
Healthy Eating
forget to enter our
Sweepstakes.

15. Spotlight Information
• WebSpots are intended to extend a brand’s
presence, and awareness of the Kellogg’s
URL.
• Tracking of WebSpots will be done via
official FoodTV Network Logs and
DoubleClick Spotlight technology.

16. Reporting of FoodTV WebSpots
• Using a one line html tag on the home page of Kellogg's.com
DoubleClick Spotlight reporting will measure traffic to Kellogg's.com
throughout the day.(The html tag is placed on Kellogg's.com by the
Kellogg's webmaster and takes less than 30 minutes to implement.)
• When the official FoodTV commercial log is finalized, DoubleClick
will assist The Martin Agency in comparing the traffic to
Kellogg's.com for one hour after each webspot has aired. This figure
will also be compared to the same times of day when no WebSpots
airs. The difference is the traffic generated by the WebSpots to the
Kellogg's site.
• Note: This will be a directional indicator of how much traffic was
generated by the WebSpots.

17. Sample Reporting of WebSpots
• This chart shows the traffic to the
Tuesday Kellogg's home page on a Tuesday at
Weds 2,6, and 8PM when no WebSpots aired.
20,000
Number of Visits to Kellogg's.com
18,000 • It also shows traffic to Kellogg's.com
16,000 on Weds at the same times when
14,000 WebSpots aired.
12,000
10,000 • The difference is the number of pages
8,000 that WebSpots may have generated and
6,000 does not take into account, branding or
4,000 awareness generated by the WebSpots.
2,000 Once again this is for directional
0 purposes only and traffic may not be
2pm 6pm 8pm greater as there will be other factors
that effect traffic to Kelloggs.com

18. WebSpots Details
• WebSpots will run 2 times per day three
days per week. 72 WebSpots over three
month period.
• Proposal includes production meeting,
production of spot and one revision to spot
if necessary.

19. Part Two
“Ask the Kellogg’s
Nutritionist”
Home Page Opportunity

20. Home Page Promotion on FoodTV.com
“Ask the Kellogg’s Nutritionist”
Ask the Kellogg’s
Nutritionist
on the Home Page
of FoodTV.com
Promotional Element
Will appear in one of
the two areas
as shown here.

21. Part Three
Sweepstakes
Sponsorship

22. FoodTV.com Sweepstakes Sponsorship
Term: Last two months of Campaign:
• Promotion of a competition or sweepstakes on FoodTV.com
Sponsorship Elements:
• FoodTV.com would design and build the sweepstake
registration screen.
• Kellogg’s could ask 4 marketing questions in addition to
collecting valuable demographic information
• FoodTV.com would host and promote the online
sweepstakes
• The Sweepstakes would be promoted with 2,600,000 ad
banners running through out FoodTV.com
• Read This Too: FoodTV and Kellogg's would create the
sweepstakes or competition, write the rules and perform the prize
fulfillment. One Year’s supply of your choice of Kellogg's cereal for
your whole block! FoodTV will provide two tickets to see Emiril Live or
similar FoodTV show as an additional incentive. No transportation or
lodging included at this time, however tickets may be transferred
and/ or be good for up to one year upon completion of sweepstakes.

23. Total Package Details
Description Impressions
• Home Page “Ask the Kellogg’s Nutritionist” element 3,500,000
• Banners 13,000,000
(US Only, 3 times freq. cap per month, and ClickBooster technology)
• WebSpots 72 fifteen-second spots.
Production fee included as mentioned
• Banners to support Sweepstakes 2,600,000
(over last two months of campaign includes tickets but no travel or lodging)
• Investment: $600,000 gross CPM: $27.47
• Total Impressions (not counting WebSpots) 19,100,000