1. 1. TV Drives Digital Using Local Television and Digital Advertising to Boost your Digital Brand #DMFBTVandDigital
2. 2. Neal Isaacs MBA, DMSC @Neal_Isaacs Melissa St. John @MelissaStJohn2 Your Drivers for the Hour Account Executive Account Executive #DMFBTVandDigital
3. 3. 3 Myths about Television: Poor Creative Only For Big Business Expensive Facts about Television: Production is Better Local Spots Are Available Affordable #DMFBTVandDigital
4. 4. Topics for todays discussion 4 Planning Your Campaign Television 101 Accountability Creating a Great Commercial
5. 5. 5DMFB 2015 Planning Your Campaign
6. 6. 6 Cable Television Adverting Whats it good for? Growing Brand Awareness Driving Consideration Driving Web Traffic Whats the best way to use it? Target Your Audience Buy Efficiently #DMFBTVandDigital
7. 7. Create a Planning Document Goals and Success Measures Call to Action / Messaging Is your online presence ready for primetime? How to create a realistic budget / Cable TV vs. Digital Timeframe: From Production through end of campaign 7#DMFBTVandDigital
8. 8. 8DMFB 2015 Television 101
9. 9. 9 Superior geo-targeting with cable TV Broadcast Affiliates versus Cable Zone Insertion Broadcasts blanket reach means hitting many who are not your target consumers. Cables zoning capabilities deliver your message to the right people near you demographically and geographically. #DMFBTVandDigital
10. 10. 10 But today we dont just watch TV on TV! #DMFBTVandDigital
11. 11. Cable TV and Digital are Better Together! 11#DMFBTVandDigital
12. 12. When your Cable TV spend goes up, your website traffic goes up Cable TV and Digital Working Together Source: Dataium 2014 Study With the addition of cable television and increased TV expenditures dealers saw 4x increase in website traffic. Cable television expenditures influence overall visitor traffic by creating awareness and driving traffic directly to dealer websites. Dataium, the world's largest compiler of online automotive shopping behavior and a trusted source in the automotive industry reports that: In the proprietary study, Dataium found that when TV spend goes up, so does website trafficand that when TV spend goes down, website traffic goes down too. 1.8% Digital only 7.5% Digital + Cable TV #DMFBTVandDigital
13. 13. TV dominates the media mix for pure play Internet brands Sources: 1. CAB Sept. 2014 Custom Study 2. Bernstein Research, If internet advertising is superior, why are all these internet companies running TV ads, May 2014 3. Mactrast: Apple narrows U.S. advertising spending gap with Samsung; Aug. 2014 4. The Business Journals: Up to speed: Priceline prepares TV ad-spending push, Aug 2014 The top 75 digital pure-plays increased their TV spend by 37% in the last 5 years1 The top pure-play Internet brands spent over $4 billion on TV last year, with 75% of that money (almost $3 billion) going to Cable. are increasing advertising dollars on TV2 spent $351 million in marketing in 2013, with 97% of that money going toward TV ads3 spent 78% of their ad budget on TV in 20132 spent about $130 million on non- internet advertising for the last half of 2014, with the bulk in TV4
14. 14. Source: Kantar Media: All TV (-15%): Network/Syndication/Spanish/Spot TV, Cable TV (-15%) Cable Networks, Newspapers (-50%), Radio*: Historical Radio, Radio Summary, Network Radio and owned and operated Internet Display only. Excludes Direct Mail and Digital spend. Time period for data: Jan-Oct 2014: TV, Newspapers and Radio. Jan-Sept 2014: Cable TV and Internet Display. 81.3% 3.9% 11.6% 3.2% 47.7% 19.7% 3.1% 29.5% 50.9% 31.5% 17.2% 0.4% 62.8% 37.0% 0.2% 66.4% 28.0% 1.7% 3.9% Cable TV Network / Spot TV Radio Internet Display Media mix for pure play Internet brands
15. 15. Advertising Definitions Frequency: How many times will my audience see my ad? Reach: How much of my audience might see my ad at least once? Ratings: What percentage of my audience is watching this program at a specific time? Share: Of all the television being watched, "Share" is the percentage of viewers watching a specific channel at a specific time. CPP / CPM / GRP: Different ways to measure the efficiency of a buy. Day Parts: The hours of the day during which your commercials may run. 15#DMFBTVandDigital
16. 16. 16DMFB 2015 Creating a Great Commercial
17. 17. Production of Your Commercial Start to Finish Script Concepts Budgeting: Whats Involved Talent and Set Timeframe Ownership Other uses for your new video! 17
18. 18. 18DMFB 2015 Accountability
19. 19. Hard and Soft Metrics Hard Metrics: Impressions, Viewers, Completion Rates, Click Throughs 19 Soft Metrics: Branding, Status, Visibility, Memorability
20. 20. Through reporting and measuring, its clear that conversion is higher with television Through analysis it is confirmed that when TV spend is up, website traffic also goes up Shown below, a new campaign displays immediate lift in website traffic, consistent year-over-year growth and increases in website traffic with increased spend and immediate drop-off when the campaign ends. Anonymous TWCM advertiser Sources: Google Analytics.com; 8/12-10/14 When Campaign Ended 2014 Campaign with increased spend New Campaign Began #DMFBTVandDigital
21. 21. What to look for in Analytics: Geographical Spikes 21
22. 22. How to measure your Cable TV campaign 22 Increase in overall traffic to the dealers website Increase in number of unique visitors Increase in SEO/SEM Increase in phone calls Increase in mobile activity with mobile search Increase in number of quality leads Key Performance Indicators will show #DMFBTVandDigital
23. 23. Is YOUR Business to make the most of your messaging? Establish Your Budget Audit Your Online Presence Use the TV/Online Path of Purchase Produce Your Commercial Set Short and Long Term Goals Have Realistic Expectations Measuring Return on Investment Keep it Going! 23#DMFBTVandDigital
24. 24. Neal Isaacs @Neal_Isaacs Melissa St. John @MelissaStJohn2 #DMFBTVandDigital How can we help you? Questions please mstjohn@Viamediatv.com (919) 280-7067 Neal.Isaacs@TWCable.com (919) 654-7680
25. 25. 2015 Digital Marketing For Business Conference 25
26. 26. 2015 Digital Marketing For Business Conference 26