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Kimberly SarubbiPresident

Saddle Ranch ProductionsNovember 10, 2010

The Proven Recipe forContent Success

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What do you do with 200 parents and their kids per day coming through a doctor’s reception area?...

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KidCARE TV Network 2,500 screens in pediatric

waiting rooms Targets the 60,000 pediatrician

members of the American Academy of Pediatrics (AAP)

Content approved by an advisory board of pediatric healthcare experts

Digitally delivered 3-5 minute segments to heighten a mother’s awareness of pediatric wellness issues

Advertiser supported network

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Opportunity in Waiting The American Academy of

Pediatrics (AAP) reports an average of 26.5 minutes waiting time to see a pediatrician

Dwell time is opportunity to… Deliver highly targeted

messaging to the powerful mom market…

At point of care and on path to purchase…

KidCARE TV research shows 65% of viewers go shopping immediately after their visit

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“Content is King”“The result of a tightly-targeted content

strategy is a real connectivity between the message

and the audience. A connectivity that creates an influential presence and receptivity of the messaging – and, ultimately, secures a call to action…”

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SRP’s Content Challenge with KCTV

Engagement content needs to be

compelling and purposeful

Recall content needs to show

proof of performance

Ad-funding content needs

to attract advertisers and

make money

Create a dynamic and high-performance content strategy that delivers:

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SRP’s Needs Analysis Process

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Maximizing the EfficacyTest:• Arbitron research revealed that the original 2-way content format was not as effective

Adjust:• We changed production format to presenter with b-roll

Optimize:• Recall results increased

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Optimized Content Solution

Informative, exclusive content segments providing relevant and accurate pediatric healthcare information approved by a board of experts

2-3 minutes of presenter and b-roll format Interspersed with advertising and PSA’s Additionally, DVDs produced for doctors to give to patients for

at-home viewing and education

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Sample Play List

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Proof of PerformanceResults Highlights from Arbitron KidCARE TV Audience Estimates and Advertising Effectiveness Study—November 2009

82% of visitors notice KCTV and find it to be a credible source 65% of viewers recalled at least one ad*75% of visitors plan on watching KCTV the next time they visit67% felt the content helps to create a better doctor-patient

relationship64% of visitors go shopping on the same day after being exposed to

KCTV programming and advertising: drug store/pharmacy (38%) / grocery store (37%)/ mall (8%) / convenience store (3%) /other venues (12%)

* Compare to Super Bowl advertising of 12% average brand recall (source: Markitecture Survey)

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Approaching Advertisers

Eyeballs?Audience Segment?

Screens?Recall?

Advertisers are buying results – show them the results they want:

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Managing & Sustaining Content

Partner with the right content

provider for your goals, needs and

budget

Invest time in planning smart - for

launch, growth and

sustainability

Stay true to audience

needs, values, culture,

emotions

Commit to quality

content and keeping it

fresh, relevant and appealing

Test – Adjust - Optimize

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5 Key TakeawaysContent creates profitsPlan smartly – define goals, success metrics

and budget to make it happen Invest in an experienced and trusted content

partnerTest/Adjust/OptimizeInvest in third party performance reporting

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ContactKimberly SarubbiPresidentSaddle Ranch Productions

345 N. Maple Drive, Beverly Hills, CA 90210(310) 746-5652kim@saddleranchproductions.comwww.saddleranchproductions.com