1 comedycentral.com in the world of contextual advertising don steele search engine strategies...

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comedycentral.com in the world of contextual advertising

Don Steele

Search Engine Strategies Conference

Chicago, 12/5/06

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comedycentral.comcomedycentral.com is the online arm of the Comedy Central Cable channel– Comedy Central is a division of Viacom/ MTV Networks– Fully distributed cable network– Website gets 6mil+ unique users

Site is both marketing tool for brand and our programs and home to original content– Videos and information surrounding our on air content– Original web only programs, games and insider blog

Mainly advertising supported– Targeting 18-34 male demo

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comedycentral.com & search

Branding opportunity– Bid on keywords surrounding our key programs and internet buzz

we create– Pre broadcast for branding purposes, post broadcast for traffic

building

Traffic arbitrage– Support our ad sales activities

Supporting ancillary businesses– Mobile, Online Store and Records businesses

We strive to support and when possible own our brand in the world of search

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our content on the loose

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not such bad guys

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the relevancy factor

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comedycentral and hockey

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colbert museum

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contextual banner ads

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Nov 6, 2006 Nov 7, 2006 Nov 8, 2006 Nov 9, 2006 Nov 10, 2006 Nov 11, 2006 Nov 12, 2006

cc.com traffictraffic from search

midtacular results

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midtacular results% of User Sessions from Search type

4%

78%

18%

KeywordsContent MatchSite Targeting

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summaryOur efforts in using contextual advertising have helped us extend our brand on-line and drive traffic to our site

When possible the 1-1 relationship between keywords and context will secure low priced and strong performing ads

We must be as fluid and flexible as possible so that we can capitalize on interest in our brand

You can still find us on Youtube