adam good, telstra media - telstra media – afl, nrl and racing - multi screen premium sport on...
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Adam Good delivered the presentation at the 2014 Multi-screen TV Summit. The 2014 Multi-screen TV Summit brought together the who’s who of video on demand and multi-platform content production for two high powered days – examining video on demand, cross platform release strategies, catch up TV, programmatic trading, new 'super' reality TV formulas, new cross platform drama/ immersive formats and high speed WebTV. For more information about the event, please visit: http://bit.ly/MSTV2014TRANSCRIPT
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PREMIUM SPORT Multi-Screen TV Summit August 22nd 2014
Adam Good Director of Digital Media & Content
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Brand Essence >
Audience Reach >
Fan Avidity >
Consider the Telstra Story >
Ownable Property? >
Brand Value and Potential >
Priority Regions, Aligned Timing and Passion >
Portfolio Efficiency >
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PARTNERSHIP
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MULTI- SCREEN SPORTS
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NRL
14 YEARS
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MILLION
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MILLION
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IT’S GAME ON WITH $20 NRL TICKETS ALL
SEASON LONG
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HOW DO WE MEASURE SUCCESS?
Impact on Customer Advocacy >
Awareness and Perceptions of Telstra
>
Return on Investment >
>
Product Revenue
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ADVERTISING + SUBSCRIPTION + SYNDICATION
REVENUES
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CUSTOMER ADVOCACY (NPS)
DETRACTORS
ADVOCATES
Not aware of NRL Sponsorship
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CUSTOMER ADVOCACY (NPS)
Aware of NRL Sponsorship
DETRACTORS
ADVOCATES
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Web
Tablet
Mobile
TV
Connected Stadiums
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HIGHER THAN AVERAGE RETURN ON OUR SPORTS MEDIA SPEND
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KEY BRAND MEASURES THAT WE TRACK
Property Awareness >
Telstra Attribution >
Sponsor Likeability >
Sponsorship Gratitude >
Brand Consideration Impact >
NPS Impact >
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EVALUATE ADD VALUE MEASURE SUCCESS
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Be Authentic >
Find Your Relevance >
Commit 110% >
Understand What Value Looks Like for Your Brand >
It has to be about True Partnership >
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THANKS FOR YOUR TIME @ADAMGOOD