Broader Horizons

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Broader Horizons

• Using Online to Drive TV Viewership

June 29, 2005
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Your Audience Is Online

• Demo TV Universe Online Universe
• A18-24 27,850,000 25,900,000 93
• A25-34 24,080,000 19,098,000 79
• A35-64 113,460,000 75,756,000 67

Nielsen
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Overlap

• Driving tune-in is easier through overlap
• Media users18 who say they multitask while using
  various media

Online 69.3
Newspaper 40.9
Magazine 40.2
Radio 69.0
TV 68.1
Mail 49.5
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Yet Online Spending by TV Is Pitiful

• 2004 Entertainment Television Spending
• Discovery 9.8MM
• Viacom 9.7
• General Electric 9.4
• Disney 7.2
• Newscorp 3.8
• AE 3.8
• Time Warner 3.5
• E.W. Scripps 3.4
• PBS 2.4

Nielsen AdRelevance
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Tune-In Advertising Needs

• Targetability/Timing Reaching the right audience
  at the right time
• Ability to stand out Get noticed in all the
  clutter
• Memorability Make an impression that will
  translate into viewing

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Cases

• Placement Ideas
• Creative Ideas
• Measuring Success

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Homepage Advantage

• Insight Homepages of leading sites generate huge
  daily audiences
• Idea
• Purchase homepages of top sites on key dates to
  drive awareness and tune-in
• Use interactivity and large units to own these
  pages and engage users
• Result High one-day reach at very low CPMs
• Web traffic up 400

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Yahoo And MSN HomepagesMore Impact than Leading
TV Events
Data Launch, Nov. 2004
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More Target GRPs
Data Celebrex No More/No Less Launch, Nov. 2004
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Less Cost
Data Celebrex No More/No Less Launch, Nov. 2004
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Tapping In to Search
Keyword searches, last 15 days Google, Overture

• Insight Search terms allow your target to find
  your message
• Very targeted only users who declare their
  interest
• Not an ad its information
• You only pay for clickthroughs, not impressions
• Idea Buy text links on relevant (but
  non-commercial) keywords and phrases, paying on
  cost-per-click
• Result Millions of targeted impressions at CPMs
  of less than .10

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Gary Sinises latest project Watch Gary Sinise in
CSI NYWednesdays 10PM Eastern on CBS www.cbs.com
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Leveraging a Unique Environment

• Insight Ebay has a unique relationship with
  millions of consumers
• Involvement with brands and products through
  auctions
• Passion through the bidding process
• Idea Leverage this passion and involvement by
  participating in Ebays own rituals
• CBS creates interest and involvement in shows
  through Ebay auctions.
• Auctions (and Ebay) are promoted through CBS
  properties as well as on Ebay
• Result Higher awareness and involvement in a
  non-advertising environment at no cost

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Messages for the Medium

• Insight Video, sound, etc. are all possible
  online, but without the linear constraints of TV
• An interactive medium engaging
• An on demand medium, replays
• Idea Produce creative that takes advantage of
  this environment
• Result
• Attracting a more targeted audience
• Delivering higher impact
• Translating to higher awareness and viewership

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CSI New York
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CSI New York
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Club House
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Club House
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Club House
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Club House
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Club House
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Club House
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MTVNs Sunday Stew
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Measuring the Target

• Audience reached for an MTV campaign
• 25.5 said they watch MTV more often than other
  networks
• 30.5 said they watch Fox more often than other
  networks

ESPN
Comedy Central
Fox
None of these
MTV
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Tracking Impact Before the Show

• The Yahoo! Buzz Index shows search activity
• When the Punkd Season 2 online campaign began,
  we saw the impact
• Spike begins Saturday 10/25
• Largest spike on Sunday 10/26 the day of the
  show

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Measuring Brand Impact

• Significant lifts in virtually all brand metrics
  against core target (lt age 18)
• Most notably, Intent to Tune-in lift (6.8 ppt
  lift, 50 increase)

Tune-in Intent
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Tracking Viewership After the Show
Plan to Watch
Actually Watched
The Re-contact methodology invites the sample of
Stage 1 exposed respondents and measures their
self-reported behavior by comparing a question
asked in the original survey to the same question
asked in the Re-contact.
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Five Things to Remember
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Five Things to Remember

• Your audience is online and watching TV

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Five Things to Remember

• Your audience is online and watching TV
• You can drive tune-in with digital media

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Five Things to Remember

• Your audience is online and watching TV
• You can drive tune-in with digital media
• The solution may not always be an ad

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Five Things to Remember

• Your audience is online and watching TV
• You can drive tune-in with digital media
• The solution may not always be an ad
• But it should always be involving

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Five Things to Remember

• Your audience is online and watching TV
• You can drive tune-in with digital media
• The solution may not always be an ad
• But it should always be involving
• You should take time to measure results

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Thank YouGreg SmithEVP, Director of Insights,
Planning and Data AnalyticsCarat
Interactivegreg.smith_at_carat.com