Comcast Spotlight Multi Screen Presentation
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Transcript of Comcast Spotlight Multi Screen Presentation
MULTI-SCREEN BEHAVIOR HAS BECOME MAINSTREAM
Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TVMultiple screens make us feel more efficient – this results in a feeling of “found time” TV has become one of the most common devices that is used simultaneously with other screens –
Source: eMarketer - “What Fragmentation Means for Critical Mass”, November 2012 – based on interactions reported by users of smartphones, PC and TV conducted by Ipsos for Google and Sterling Brands (The New Multi-Screen World; Understanding Cross-Platform Consumer Behavior”.
77% of consumers use their PC/laptop or
smartphone while using TV
U.S. ADULT MEDIA CONSUMPTION
Adults spend the majority of their time consuming media on TV and Online
Comcast Spotlight provides advertising access to the media where consumers are
spending nearly 2/3 of their time
Are your advertising dollars allocated appropriately?
Source: eMarketer - “Average Time Spent per Day with Major Media by US Adults”, August 2013; Online/Digital includes all internet activities on desktop and laptop computers and mobile devices. Includes multitasking—exposure to two mediums simultaneously are counted under both mediums
39% TV
44% Online/Digital
12% Radio
3% Newspapers2% Magazines
2% Other
Source: Nielsen. Google Cross-Platform Ad Effectiveness Study 2011. *Multiplatform = Ad Exposure on PC, Phone & Tablet
BETTER AD RECALL WITH MULTI-SCREEN VIEWING
Online exposure can greatly improve the effectiveness of your television ads. When used alongside television, your multi-platform campaign can
considerably boost brand recall and consumer engagement.
39% Recall Details
74% Recall the message
XFINITY Digital Household: Extend the Reach & Frequency of your advertising campaign!
Comcast’s creativity and leadership is shaping the future of media and technology
COMCAST SPOTLIGHT REPRESENTS ADVERTISING INSIDE POWERFUL MEDIA
BRANDS
Over 40 Cable TV Networks Plus 7 Online Destinations
*All networks/destinations are not available in every market . Ask your Account Executive for specific details.
XFINITY MULTI-SCREEN USERS
66%Say Internet or TV is Most Useful when Buying a Product/Service
36%Click an Online ad after seeing on TV
60%Research Product
Online after Seeing on TV
Source: Comcast Plus-Recontact, R1-2012 Tot12month, Scarborough; Base: ( Total Survey Area: Detroit ) AND( Comcast Screener Type: 1 Screener OR 2 Screener ). Target: ( Comcast Screener Type:2 Screener ). Crosstab responses based on frequencly or some of the time; agree or strongly agree.Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use o the Scarborough Data is subject to all limitations and qualifications contained in the Report.
60%Notice an Online ad if they saw the
same TV ad
44%Notice a TV ad if they
saw the same Online ad
With Expendable IncomeValuable Consumers
XFINITY MULTI-SCREEN USERS ARE VALUABLE CONSUMERS
Source: Comcast Plus-Recontact, Ra-2012 Tot12month, Scarborough. Total Survey Area, Adults 18+. Base Profile: DMA: Detroit. Total Survey Area, Adults 18+. Target: Comcast Consumer Type is Multi-Screen User.. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
Age 25-54 60%
Attended College 68%
White Collar Occupations 44%
Homeowners 83%
Households w/Children 37%
Spend 10+ hrs online/week 35%
Spent $500+ online (past yr) 34%
Multi-screen Users are…
REACHING YOUR CUSTOMERS WITH COMCAST SPOTLIGHT
Source: Scarborough Data, Detroit DMA, Syndicated-Mosaic, Aug10-Jul11. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
Re
ach
(%
)
Ind
ex
Reach (Potential) Index
Increase reach by advertising on networks like USA watched by 24% of Detroit DMA Moms of young children (past 7 days, hardwired only).
Complement your TV buy with XFINITY.com which delivers 10% of Moms in an average month.
Add frequency to your campaign using high indexing networks. Detroit DMA Moms are 143% more likely to watch Nick @ Nite than the average person in the market.
Market Average = 100
Detroit DMA Moms are also 14% more likely to have visited XFINITY.com in the past 30 days.
Custom Target
INSERT CUSTOM RANKER
INSERT MAP
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XFINITY.COM IS THE ONLINE DASHBOARD THAT CONNECTS CUSTOMERS TO THEIR DAILY
LIFESTYLE
XFINITY.com is the dashboard for our customers to manage their multi-media lifestyle - 77% of XFINITY.com visitors
spend time on the site using email and the following features:
─ News─ TV/On Demand Listings─ Watching TV/Movies/Videos─ Xfinity Account Information─ Managing the DVR─ Voicemail
Our consumers use the site for more than just email – 7% of XFINITY.com visitors
use the site for email only.
Source: Comcast Plus-Recontact, R1-2012 Tot12month, Scarborough. Total Survey Area: Adults 18+. Base Profile: Detroit DMA AND Comcast User Type: Single Screen or Multi-Screen User. Target Profile: (Visited XFINTY.com In Past 30 Days: Yes Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
Comcast Spotlight can distribute the same :15 or :30 second video message on two screens in the same geography
of your target market.
TV Online
SPOTLIGHT DELIVERS YOUR MESSAGE ON TWO SCREENS