Todd Stainbrook Specific Media Head of Automotive “Rapidly Changing Media Consumption: How can you optimize your campaigns to reach today and tomorrow’s consumers?”

1. March 2012
Presented By
Todd Stainbrook
Rapidly Changing Media Consumption:
reach today’s consumers
Optimizing your campaigns to
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2. Our Media Landscape..has changed
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3. Seemingly unlimited choices…in TV
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4. In Social
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5. In Mobile
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6. Play
But it’ still tough to get a consumer’s attention!
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7. Who is Really Watching?
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8. y
Today?
What is Direct Marketing
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9. 9
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10. How do you get your message through?
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11. Specific Media: Our Story
Targeted Video Network
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12. Video?
BRANDS
play HERE

13. Scalable, Targetable Pre‐Roll Video
PRE‐ROLL VIDEO:
Behaviorally targeted :15
and :30 second videos will
run before selected
b f l t d
premium, relevant video
content. Native video
players are clickable to
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designated URLs.
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COMPANION BANNER:
There will be added
value 300x250
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companion banners
alongside most videos.
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Endless Video format
development by:
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14. Packaging Your Message: Multiple Options
AdSelex AdXtend
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Ad Overlay
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Run multiple creative executions across Empower the viewer with a choice of
different brands within a single buy engagement
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Ad Curtain Ad Interactive
Variety of executions, flexibility to
incorporate and adjustable placements
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Increase interaction opportunities with high Automatic interactive format allows users
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impact, buzz-worthy units to engage with brand features and offers
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15. Online Video Advantage
Online Video Offers Less Cluttered Ad Channel Online Video + TV Drives Brand Metrics
1 6%
1.6%
65% Online Video TV
25.0%
Ads 50%
46%
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Content 39%
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75.0%
75 0%
98.4%
28% 26%
21%
Online TV
14%
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Online video is less cluttered, making
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your brand more noticeable General Recall Brand Recall Message Recall Likeability
Source: comScore Video Metrix, December 2010 Source: Nielsen, April 2010
engagement advantage
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 Multi-tasking TV viewers are more likely to miss advertisements, whereas highly engaged
online video viewers are more focused on the content they’ve initiated.
 Not only are TV viewers more likely to be multi-taskers, but they’re also inundated, which
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effectively decreases your SOV
Source: Nielsen, April 2010 15

16. TV
Digital Advertising: Online Video vs. TV
pp
Percent of Ads Skipped
ONLINE
Source : 2011 Hulu
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17. Digital Advertising: Online Video vs. TV
people!
Talk to other
the house!
Do things around
Source : 2011 Hulu
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18. Targetable Actual Auto or CPG Shopper households
Eliminate The Guesswork From Your Media Mix
We help you define the most valuable prospects for your product. Then we target them online.
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Which households are the most Which households are heavy buyer of my Which households buy my top
loyal to my brand? brand category? competitors?
Integrate our proprietary online data with Polk or NCS access to offline data to identify
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households who buy your products and then target them online.
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19. Mazda BT
Scalable, Targeted, Dynamic Pre-Roll Video
Dynamic VIDEO..Not a Dynamic Flash Banner Insertion
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20. With Format Sequencing
start with an immersive video message, then add coordinated display to yield optimal results
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Video + Display = Success
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Increase…
 Brand recall • Sequential ads deliver a rich message, increasing positive
 Brand favorability
f y association and memory sustainability
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 Consumer interaction • Strategic sequencing of ads provides the opportunity to
 Purchase intent deliver more detailed and complementary information
Source: Sky and IAB study, October 2010 20

21. Original
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Programming?
BRANDS
play HERE

22. Original Programming
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23. Headlines
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“a move that reflects the growing the growing importance of digital
distribution…..”
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Can daytime soaps find new life online?
“… online distribution is increasingly becoming a way for
networks,
networks shows and even TV stars to reach viewers even if
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broadcast audiences aren’t large enough to support them.”
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24. OP Reel
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25. Challenges to OP/Branded Entertainment
Nearly 63% of client-side marketers plan to participate in
branded entertainment projects in 2012, but that still leaves the
other 37%. Why?
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Reasons for Not Doing OP/Branded Entertainment
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Lack of Internal
Resources Cost
21% 30%
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Not right for
Brand Lack of
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23% Measurement
26%
Source: ANA Survey, August 2011
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26. social
BRANDS
play HERE

27. Social Media Options
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28. The Rise & Fall….
Unique Visitors, US, q , ,
Unique Visitors, US,
December 2007 December 2010
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60 150
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MM MM
20 50
MM MM
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myspace facebook myspace facebook
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29. Myspace connects….
. . . CONSUMERS TO ARTISTS AND MORE
MUSIC BETTER THAN ANYONE ELSE
Reaches a LARGE Audience
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26MM
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The LARGEST Song Catalog
Myspace 42MM 24MM
20MM
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iTunes 20MM
Spotify 15MM
Pandora 800K
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7MM
Myspace iT
M iTunes P d
Pandora S if
Spotify
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31. Myspace
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32. Myspace Growing Again
…AVERAGING 40,000 NEW USERS PER DAY
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33. MyspaceTV
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34. The New Reality: Digital Everywhere
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Desktops
Standard Standard
Standard
Tablet & Laptops
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TV Standard Standard TV
TV
IPTV
TV Mobile TV
Standard
TV
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Living Room Personal Mobile
Computer
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