This document discusses Netflix's objectives to increase brand awareness, subscribers, subscriptions from offline advertising, and decrease churn rates and subscriber acquisition costs. It outlines Netflix's background as an online movie rental service that grew from 2000 to 2004. The target audience was originally young, tech-savvy males but research showed it appeals to time-strapped parents aged 35-45. A TV, radio, and online advertising campaign focused on renting movies without hassles was successful, achieving record trial and membership levels while meeting or exceeding all objectives.
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
This is an hypothetical Digital Strategy for Netflix, the global TV content provider. This was an assignment for the Crash Course in Digital Strategy held by Julian Cole (BBH - NY).
Reflections from the Advanced TV FrontlinesMediaPost
What are the key considerations for buying into Programmatic and Addressable TV? We consider activation based on key case study learning and client experiences. Performics’ Josh Martin will explore: programmatic models, inventory supply dynamics, pricing/data (with comparison to traditional linear) and acquisition performance.
Video Convergence Powered by Extreme ReachExtreme Reach
Extreme Reach is the only industry platform offering true video convergence for broadcast and digital advertisers. Take a few minutes to go through our presentation to learn more, and see how you can benefit from converging broadcast and digital video advertising.
Each slide contains notes to help clarify slide content. To view this notes while accessing the presentation through slideshare, please scroll down and click "Show Notes for Slide #" which is located below. Otherwise, please save/download the presentation and open it in PowerPoint to view associated notes.
For more information, please contact sales at ExtremeReach dot com.
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
This is an hypothetical Digital Strategy for Netflix, the global TV content provider. This was an assignment for the Crash Course in Digital Strategy held by Julian Cole (BBH - NY).
Reflections from the Advanced TV FrontlinesMediaPost
What are the key considerations for buying into Programmatic and Addressable TV? We consider activation based on key case study learning and client experiences. Performics’ Josh Martin will explore: programmatic models, inventory supply dynamics, pricing/data (with comparison to traditional linear) and acquisition performance.
Video Convergence Powered by Extreme ReachExtreme Reach
Extreme Reach is the only industry platform offering true video convergence for broadcast and digital advertisers. Take a few minutes to go through our presentation to learn more, and see how you can benefit from converging broadcast and digital video advertising.
Each slide contains notes to help clarify slide content. To view this notes while accessing the presentation through slideshare, please scroll down and click "Show Notes for Slide #" which is located below. Otherwise, please save/download the presentation and open it in PowerPoint to view associated notes.
For more information, please contact sales at ExtremeReach dot com.
This was a final project for IMC 618 - PR Concepts & Strategy. This Public Relations plan spanned 9 weeks and was the final execution for my chosen client, Netflix.
Selling Faster: Mobile Performance Tips for E-Commerce WebsitesMobify
Learn how to create a mobile-optimized shopping experience that turns more visitors into customers, and more customers into happy repeat customers.
This webinar is brought to you in collaboration with EdgeCast
Everything is Permitted: Extending Built-insAndrew Dupont
Adding methods to built-in objects: it’s one of JavaScript’s most powerful features. It’s also a great way to offend the sensibilities of your colleagues. We all hear that it’s irresponsible, that it’s sloppy, that it’s flat-out bad practice and should be avoided.
I’m tired of this one-sided battle. In this talk, I’m going to push back against whatever blog post you read that told you that extending built-ins was unconditionally and universally bad. I’m gonna go all Howard Beale on your asses.
My closing talk for this year's Fronteers conference in Amsterdam, the Netherlands about just how cool it is to be someone who builds things for the web.
My wonderful friends and colleagues in the Yahoo! Taiwan office made me this presentation/slideshow as a gift and as a remembrance of my time at Yahoo!. I'm incredibly touched. Speechless.
Talk at FullStack 2016: Automating documentation on JavaScript projectsMarcos Iglesias
Documenting code is an important task that few teams get right. Docs get easily outdated, everybody hates writing them and sometimes developers don’t even use them at all.
In this talk, you will learn about an approach to documentation writing based on adding comments directly to the source code. I will also show you its benefits applied to three different types of codebases.
You will also learn how to generate documentation from those same comments in two different flavors as well as when each of them work best.
Es ist heutzutage ziemlich einfach, schnell eine Web Applikation zusammenzustellen. In diesem Vortrag zeigt Christian Heilmann wie er einige seiner Beispielapplikationen in einem Tag erstellen konnte indem er Bausteine wie YQL und YUI verwendete.
This was a final project for IMC 618 - PR Concepts & Strategy. This Public Relations plan spanned 9 weeks and was the final execution for my chosen client, Netflix.
Selling Faster: Mobile Performance Tips for E-Commerce WebsitesMobify
Learn how to create a mobile-optimized shopping experience that turns more visitors into customers, and more customers into happy repeat customers.
This webinar is brought to you in collaboration with EdgeCast
Everything is Permitted: Extending Built-insAndrew Dupont
Adding methods to built-in objects: it’s one of JavaScript’s most powerful features. It’s also a great way to offend the sensibilities of your colleagues. We all hear that it’s irresponsible, that it’s sloppy, that it’s flat-out bad practice and should be avoided.
I’m tired of this one-sided battle. In this talk, I’m going to push back against whatever blog post you read that told you that extending built-ins was unconditionally and universally bad. I’m gonna go all Howard Beale on your asses.
My closing talk for this year's Fronteers conference in Amsterdam, the Netherlands about just how cool it is to be someone who builds things for the web.
My wonderful friends and colleagues in the Yahoo! Taiwan office made me this presentation/slideshow as a gift and as a remembrance of my time at Yahoo!. I'm incredibly touched. Speechless.
Talk at FullStack 2016: Automating documentation on JavaScript projectsMarcos Iglesias
Documenting code is an important task that few teams get right. Docs get easily outdated, everybody hates writing them and sometimes developers don’t even use them at all.
In this talk, you will learn about an approach to documentation writing based on adding comments directly to the source code. I will also show you its benefits applied to three different types of codebases.
You will also learn how to generate documentation from those same comments in two different flavors as well as when each of them work best.
Es ist heutzutage ziemlich einfach, schnell eine Web Applikation zusammenzustellen. In diesem Vortrag zeigt Christian Heilmann wie er einige seiner Beispielapplikationen in einem Tag erstellen konnte indem er Bausteine wie YQL und YUI verwendete.
For my Capstone at Flagler College, I conducted primary and secondary research to establish a marketing and public relations campaign to deter consumers from pirating Netflix Original content.
A good presentation demonstrating how digital creative solutions have been used to increase awareness, generate leads and amplify offline communications with examples from Coca Cola, Burger King and Daz.
Do You Have A Multiscreen Marketing Strategy? Cox Media
Are you looking for ways to drive new leads to your Louisiana-based business? Do you need a marketing strategy for capturing the attention of consumers online, across multiple screens? This presentation is a great starting point. It gives an overview of trends on how consumers are using media daily to shop and socialize -- and how they are making decisions about what services and products to buy.
More info http://shuanliu.net
Objective:
Planning a social media campaign of 7 weeks in summer for 13-17 year olds who go to cinema and share their cinema experience.
Challenge:
Teenagers choose cheaper online platform to watch plenty of films.
Solution:
Together is better.
Using the popular app “Musical.ly” makes interesting videos with summer films for teen’s competition.
Presentation slides from thinkLA Digital 101 Seminar. Event held on June 14, 2011. Presented by Marian Thomas, Horizontal Packaging & Sales Strategy, Yahoo!
By Rachel Healy, senior manager, and Kim Chua, manager, at Value Partners London
There has been much discussion about the level and rate of viewing migration from linear to VOD; the general consensus seems to be that the speed of the shift will be slow, and that the proportion of VOD viewing in the medium term (say fi ve years) will remain low at 6 – 8%, compared to c. 2% today. However, do these forecasts take into account step-change shifts in behaviour of Generation Z1, the ‘digital natives’? Value Partners runs an internship programme for aspiring TMT strategy consultants each summer. This year, we asked one of our interns to carry out primary research into their peer group’s current and future TV viewing patterns. We worked with her to design a 26-question survey which she distributed via Facebook. Although this is by no means a ‘representative sample’ of Gen Z – a sample of just 78 respondents, largely Oxbridge and users of Facebook – the results paint an interesting picture of the relationship this highly sought after demographic has with TV and how this will evolve as they leave university and move into the world of work.
The HBCUX Network (Historically Black Colleges and Universities Xperience Network) is a 24/7, 365, education, entertainment, lifestyle and sports digital network.
HBCUX is the cultural game changer! The “X” stands for the total Black College “Xperience”, showcased like you’ve never seen before on any broadcast television or emerging technology platform. HBCUX Network’s programming consists of: original series, movies, music, sports and specials, including HBCU student productions, all on one platform.
“Dedicated to being a true destination for the total HBCU Xperience, the network is a vehicle of exposure for these schools and display the educational value for our young adults to gain the necessary knowledge and experience to pursue their careers.” said Curtis Symonds, President and CEO, HBCUX Network.
Check us out on your favorite social media platform. Friend Us, Follow Us, and Tune In. – Our Xperience. Our Legacy. Our Future
Visit www.hbcux.com today!
Adobe Digital Insights reveals its latest report, based on over 183 billion visits to U.S. Online video data based on 12 billion
plays of TVE & 9 billion ad impressions, E-mail analysis based on 150 billion e-mails sent via Adobe Campaign in 2017. With insights ranging from personalization, to relevant ad channels, and how one size does not fit all for video completions.
3. Netflix.com Background Online movie rental service. Between 2000 to 2004, it grew steadily from 292 thousand to 2.6 million subscribers. In late 2004, other players entered the category. (Amazon.com and Blockbuster.com) Netflix’s main competitor is Blockbuster (offline and online).
4. Objectives Increase brand awareness by 8%. Increase subscribers by 50%. Increase subscriptions those not linked to multichannel direct marketing but to Netflix offline advertising by 17%. Decrease churn rates by at least 0.75 points Decrease subscriber acquisition cost to less than $35 per subscriber.
5. Target Audience Originally was: Young, techno-savvy males and are into internet and in love of film. However, research showed that it’s not only for film buffs but also time-starved 35-45 year- old suburban Moms and Dads.
6. Creative Strategy Elements of renting a movie without the hassles of due dates, late fees and standing in a line. TV and Radio Campaign in which a movie genre came to life.
7. Media Mix In 2005, media mix was expanded to grow the subscription base. National cable is the main driving force for trials. Spot TV provides additional reach. Network Radio was added to reach an extended audience. Online advertising was kept throughout the campaign.
8. Results Campaign was successful. Trial and Membership subscriptions were at record levels. In spring 2005, brand awareness was 40% By September, awareness increased to 51.6%
9. Results continued. By Fall 2005, total subscribers increased to 61% (from 2.2 million to 3.6 million). Offline advertising improved by 23% over the same period on 2004. Churn rate decreased from 5.6% to 4.3%. Subscriber acquisition costs dropped from $38 per new subscriber to $35 per new subscriber.
