Television… as old as Buddy Holly… as new as „Cobra Starship‟

Television… as old as Buddy Holly… as new as „Cobra Starship‟
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NCC Media
Owned by America‟s three largest cable operators
Top 500 Fortune Company
with more than $1.2 billion
in revenue in 2010
The Digital Age
• Media used to be Television, Radio, Print,
etc.
 The Digital Age is re-defining everything and
now we need to think in terms of:
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Platforms – TV seen on three screens
Content – important for all platforms
Intrusiveness vs. invitational
Integration – there is no perfect media
Metrics – what works, what doesn‟t
• Bottom line: The silo‟s are disappearing and
video integration across platforms is the
future…
The Vision
• Client-centric
• Video based
• Targeted, potential consumers, not just
viewers
• Local
• Platform agnostic
• Integration and ease of execution
l
It‟s not Dad‟s TV anymore
• 90% of American homes receive from Multi-Channel
Video Providers (cable, telco, satellite), 10% are
antennae only
• 63% of TV viewing is to „cable programming‟, 37% to
broadcast networks
• DVR‟s are now available in 40% of homes, 93% of
viewing is still „live‟
• Time spent viewing television continues to increase and
in 2010 set a record… the average household spent
more than 7.5 hours per day watching, with individuals
spending 158.5 hours per month watching
• 50% of homes report simultaneous use of TV and online
for six hours or more per month
• Every night the largest meeting in the history of mankind
happens as 150 million Americans sit down to watch TV
Source: Nielsen Three Screen Report, 1Q, 2011
Unifying Reach Back Into TV
Market Segmentation
Geo-Targeting Consumers
Geo-Targeting offers unique opportunities
to segment markets for a brand.
Example: Geo-Targeting to Multicultural Markets
o Tag store locations
o Run different copy in relevant areas
simultaneously
o Heavy-up in consumer dense cable systems
within a market based on zip code profiles
30+% Hispanic Concentration
Other Cable
No Cable
NCC targets cable systems within a market that
deliver large concentrations of multicultural
audiences (Hispanic example shown in Phoenix).
Adtag™
Adtag™: Feature Locations
 One buy across the entire DMA – each zone gets a different TAG
 :25 second commercial,
 :05 second location tag,
 Creates relevant association to message
 Technology provided by Visible World
Tag locations or revise
offers immediately!
San Jose
Concord
Hayward
Fairfield
Colma
Adcopy™
Adcopy™: Target Different Products In
Relevant Geographies
• Run different :30 sec creative highlighting products, features or benefits,
within subsections of a market simultaneously with one buy.
• Target cable viewers based on psychographic or demographic
characteristics. Build relevant reach.
• Technology provided by Visible World
Support different
products or copy
executions under one
brand
Video On Demand
Connecting linear to long form
Promotional Unit:
A Promotional unit is a :15/:30/:60 spot that drives
the viewer to your VOD Content. The traditional
:30 is key in creating a bridge between linear and
non-linear television platforms to view longer and
engaging message for your brand.
VOD Long-form Video
Long-form Content:
Longer video content that cannot be found on a
traditional :15/:30/:60 spot – as showcase or feature.
Multiple videos are available to highlight specific
products & services.
Metrics
• Universe
• Gross views
• Net views
• Time Spent Viewing
• Market-by-market analysis
• Creative analysis
Interactive TV (iTV)
Interactive - Lead TV – “RFI”
Interactive overlays:
 Allows the advertiser
to deliver a meaningful
message to a targeted
audience.
 Involves a user‟s
active participation
using the remote
control.
 Requires double opt-
in.
 Viewers‟ requests are
compiled and
electronically
communicated to
advertiser for follow-up
iTV Data / Metrics

Delivered weekly

Metrics include

•
# of enhanced spots
•
# of Responses
•
By Daypart Responses
•
By Impression Responses
Additional granularity * :
•
By network
•
By zone
•
By zip code
•
By Prizm Cluster profile
* Not available in all interactive markets
Mobile
NCC Mobile: Engage Consumers One-on-One
Two methods:
•
Text – overlay on :30
TV spots with texting
instructions – works
with 95% of phones
•
MMS – video from
WAP enabled web
sites on Smart
Phones
Register to win
tickets to the
NBA Playoffs
with you sign up
with T-Mobile
Reply “YES” now
to compare TMobile to current
plan and save Big!
Text the the keyword “SIDEKICK” to 74642 to receive a special
offer on the T-Mobile Sidekick LX.
“Marketers like text-message ads because viewers ask to
receive the message which means the marketer doesn’t
bombard the viewer with unsolicited commercials.”
—Advertisers to Consumers: We’ll Text You, Emily Steel
The Wall Street Journal Online, May 27, 2008
Original text offer
Double opt-in
Online
Why NCC Digital
• Anything we can do in linear we can do
online
•We reach over 280 million Americans, and
have access to more than 2.3 billion impressions
per day
• Unmatched research tools
• comScore, Kantar Media, Nielsen,
Claritas, Scarborough, Experian and more…
• Full service media planning and buying
solution
• Exchange platform
• Real-time buying
• Optimization technology
• Reporting analytics
• Multi-platform integration opportunities
• TV, Online, Video, Interactive TV, Video On
Demand, Mobile, Xbox
The Future
The Future
• All programming goes to VOD, viewer pays
per program
• Dynamic advertising insertion – spots
inserted at the same time regardless of
screen
• Household addressability – specific
messages to individual homes
• Data matching and data mining – using the
data from 80 million set-top boxes to target
your consumer or potential consumer
• Infrastructure – making integration of all
platforms seamless with both front-end
research and back-end execution.
• Metrics – customized to each client
Thank You!
… for your time and attention