This document discusses how businesses can maintain their brand identity across fragmented media by understanding consumer behavior and utilizing a multi-platform advertising approach. It notes that consumers spend most of their time with television and online media, and outlines the typical consumer purchase funnel from awareness to post-purchase. The document advocates creating consistent branding messages across TV, online, social media and more to reach consumers throughout the purchasing process. It provides an example of how Comcast Spotlight can help advertisers achieve this through targeted video, online, email and social media advertising solutions.

1. Advertising in a Fragmented
Media Universe
Greg Osborne
Interactive Media Director - Indiana

2. How do you maintain
your brand identity
with consumers as
they spend their time
across multiple
media platforms?
The Problem

3. So Many Choices
Social?Print?
TV?
Mobile?Search?
Radio?
Online?
Billboards?
Email?

4. How Businesses Want
Advertising to Work
Consumer makes purchase
Consumer reacts
Ad runs

5. The Reality: Purchase Funnel
•TV
•Radio
•Display (online and print)
•Outdoor
Awareness
•Online Search
•Short form video (TV and online)
Familiarity
•Long-form video (online, on demand)
•Online Display (click-thrus)
•Social NetworkingConsideration
•Review sites
•Blogs
•Direct Mail
•Social Network Recommendations
One Make/Model
Intention
•Online comparison shopping
•Email marketing
•Directories (online and print)Shopping
•Website
•In-store
•3rd party ecommercePurchase
Post-Purchase Relationship
Email subscriber list ● Facebook “likes” ● Twitter followers ● Customer mailings ● Text messaging

6. Online Purchases
Simultaneous TV + Online
Online Video
Gaming
TV Viewing
Sports
Social
Media
Email
Meet the Digital Household

7. 7
Adults spend the majority of their time
with TV and Online media
42% TV
26% Online
15% Radio
10% Mobile
4% Newspapers
3% Magazines
Source: eMarketer, Dec 2011 (includes multitasking—exposure to two mediums simultaneously are counted under both mediums)
Adult Media Consumption

8. 8
Time Per Interaction
2Source: “If Content Is King, Multiscreen Is The Queen”; Ingrid Lunden; 8/29/12; Techcrunch.com

9. OK, Then What Do I Do?
Choose Your Target Lifestyle
Select Your Target Geography
Create Your Message
Branding
Call To
Action!
Inform &
Influence

10. 10
The same message on two XFINITY screens in the
same geography to your target market.
TV Online
Unify Your Message

11. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
% XFINITY.com Usage % XFINITY cable TV Usage
TV and XFINITY.com Usage Throughout the Day
XFINITY.com Source: Open Ad-Stream, 2011 (1/1/2011 – 12/31/2011), XFINITY.com Impressions.
Indy XFINITY TV Source: HH Impressions based on Nielsen, Indianapolis C-DMA, Live+7, Indianapolis Interconnect Insertable Networks,
Nov11, Extrapolated by Strata Marketing.
*Note that percentages add up to 100.
Why it Works: 24-Hour Ads
High Simultaneous UseOnline Usage High
Prime Time TV

12. Example: Video Everywhere
Video - Social Media - Large Graphics - Enhanced Data - Repurpose Creative
LIVE TV
LOCAL
EMAIL &
MORE
Local AD
HOT
TOPICS
ONLINE VIDEO

13. Who Are We?
Comcast is the driving force behind Spotlight, allowing us to bring advertisers
the best in media and technology. We drive innovation to create the world's
best entertainment and online experiences.
We also partner with other affiliates to bring you a one-stop-shop for
advertising:
• AT&T U-verse
• Bright House
• Charter
• DIRECTV
• Mediacom
• WOW!
• Wyandotte

14. What Do We Offer?
Video and online advertising
• The most highly used media
• Geographic targeting
• Demographic and psychographic targeting capabilities
• Specific programs, networks and websites
• A multimedia approach

15. Video Entertainment
Multi-Screened

16. Thanks!
Greg Osborne
Interactive Media Director - Indiana
Comcast Spotlight
317.288.2080
greg_osborne@cable.comcast.com