Escn Tv Marketing Webinar
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- Words: 913
- Pages: 18
ª
= à à à
Introductions Challenges / Opportunities of online Marketing Goals of ESCN.TV Viewers Marketers
à à à
Results How to learn what is possible Questions & Answers
Ý
P
Growth and Fragmentation of audience / time P P
Blogs, Websites, Aggregators The web is ³crowded´
P
Safe and Contextual content to advertise within / around.
P
Marketing Solutions are not simple or designed for ³your business´
P
P
Display Advertising click through is now .1% (IAB, DoubleClick)
Ý P
It is where your audience spends the majority of their time learning and finding information
P
P
Online can create ³action´ oriented activities to generate leads, business
P
You can time your marketing more precisely
P
You can measure the results and adjust
¬ P
dune 2009 ± Online video consumer spending 7.5 hours per month of video consumption (ComScore)
P
Sept 30, 2009 - U.K. ± Online advertising overtakes TV Advertising Revenues (The Guardian)
P
42% of B2B Marketers using online Video (57% of large organizations) ± (Adobe, Brightcove)
P
Videos are 53 times more likely than text to appear on the first page of search engine inquiries (Forester)
'* = (US$ million, current prices) " Newspapers
"
"
"
"
$128,553
121,636
107,005
102,651
102,866
Magazines
57,789
55,136
49,046
47,549
48,155
Television
178,169
183,277
173,158
179,146
186,573
38,198
37,361
33,621
33,204
34,041
Cinema
2,287
2,421
2,336
2,472
2,675
Outdoor
30,546
31,395
29,276
29,914
31,792
!"
# ##
! "#$
%& $
%# %#!
' (
)% $#
$ " #
$ ) &
!! )
)! )#)
Radio
Source: ZenithOptimedia, April 2009
0 ñ
¬ Brand Measurement
Rich media with video
Rich Media without Video
Simple Flash
= ! " " % &"
#
$
'
(
#
)*
(
#
Source: Dynamic Logic MarketNorms, July 2009 (Numbers are % impact change vs. exposed control) (* = No Significant Effect)
£ P Inform, Educate and Entertain P Short Story ± Magazine / Web for detail P Anytime, Anywhere, Any device + P 1 to 1 marketing solutions P Sight, Sound and Motion P Focused engagement in a crowded world P Turnkey Solutions P Value for money P Measurable Results!
, +( (=( ' ' # &&&', -
. (+' / 0 ' ' '( ' ' '
(=(
=(( (+ ' )1 &
£ P P P
High Engagement per viewer High Engagement with brand Viewer Feedback via email has been positive Let¶s look at some stats!
!
¬ '
"#$
%$
Total Engagement with Brand
51 Hours
Brand Engagement per Viewer
6:57 Minutes
ot including click through time on site
Viewers of Cast Sponsor brand
438
Click Through on Banner
14
(
!
' '
Engagement (time)
12,176 display ads @ 15 seconds
6:57 per viewer
Engagement (action)
.1% click thru
3.2%
Engagement (value)
Cost per booth visitor at trade show = $80
$2.27 per visitor $2.09 after first archive
"#$$% 0 /' ")$
the engagement per viewer
"
the action
!
the efficiency
=
0 & ' ( (
=
= 0 /'
Engagement (time)
6:45 minutes per viewer
") the
Engagement (action)
5.54 % click through
engagement per viewer
!! The engagement
&& ) £ P
Engaging medium in a crowded world
P
True 1 ± 1 communication allows for much higher engagement / activity
P
Results are much higher than industry average due to quality / alignment of content and audience
P
Effective medium to demonstrate, communicate
P
Trade show exposure at a fraction of the cost
± a la carte P P P P
TV Commercials ± 20 ± 30 seconds Video Advetorials ± 60 ± 120 seconds Product Tours ± 60 Seconds Banner Ads ± Click thru to your site
± Packaged *+,-- ! -. ± Custom P P P
Contests Webinars Your ideas?
£
Banner Ads Tip of the Week Sponsorship
Exposure Branding Click-thru
'
2 3 '
Commercials SPOTLITE (Advetorial)
1 ± 1 communication plus click thru
Website Video Center - "& & All solutions drive click thru SPOTLITE Client Center offers conversion Contests
2 ' ' Website Video Center - "& &
Help people buy
¬ ' /' '
* £ Bookmark the ( Marketing Solutions 0' '
Video Client Center http://advertising.escn.tv/mediacenter/ '
Æ
= à à à
Introductions Challenges / Opportunities of online Marketing Goals of ESCN.TV Viewers Marketers
à à à
Results How to learn what is possible Questions & Answers
Ý
P
Growth and Fragmentation of audience / time P P
Blogs, Websites, Aggregators The web is ³crowded´
P
Safe and Contextual content to advertise within / around.
P
Marketing Solutions are not simple or designed for ³your business´
P
P
Display Advertising click through is now .1% (IAB, DoubleClick)
Ý P
It is where your audience spends the majority of their time learning and finding information
P
P
Online can create ³action´ oriented activities to generate leads, business
P
You can time your marketing more precisely
P
You can measure the results and adjust
¬ P
dune 2009 ± Online video consumer spending 7.5 hours per month of video consumption (ComScore)
P
Sept 30, 2009 - U.K. ± Online advertising overtakes TV Advertising Revenues (The Guardian)
P
42% of B2B Marketers using online Video (57% of large organizations) ± (Adobe, Brightcove)
P
Videos are 53 times more likely than text to appear on the first page of search engine inquiries (Forester)
'* = (US$ million, current prices) " Newspapers
"
"
"
"
$128,553
121,636
107,005
102,651
102,866
Magazines
57,789
55,136
49,046
47,549
48,155
Television
178,169
183,277
173,158
179,146
186,573
38,198
37,361
33,621
33,204
34,041
Cinema
2,287
2,421
2,336
2,472
2,675
Outdoor
30,546
31,395
29,276
29,914
31,792
!"
# ##
! "#$
%& $
%# %#!
' (
)% $#
$ " #
$ ) &
!! )
)! )#)
Radio
Source: ZenithOptimedia, April 2009
0 ñ
¬ Brand Measurement
Rich media with video
Rich Media without Video
Simple Flash
= ! " " % &"
#
$
'
(
#
)*
(
#
Source: Dynamic Logic MarketNorms, July 2009 (Numbers are % impact change vs. exposed control) (* = No Significant Effect)
£ P Inform, Educate and Entertain P Short Story ± Magazine / Web for detail P Anytime, Anywhere, Any device + P 1 to 1 marketing solutions P Sight, Sound and Motion P Focused engagement in a crowded world P Turnkey Solutions P Value for money P Measurable Results!
, +( (=( ' ' # &&&', -
. (+' / 0 ' ' '( ' ' '
(=(
=(( (+ ' )1 &
£ P P P
High Engagement per viewer High Engagement with brand Viewer Feedback via email has been positive Let¶s look at some stats!
!
¬ '
"#$
%$
Total Engagement with Brand
51 Hours
Brand Engagement per Viewer
6:57 Minutes
ot including click through time on site
Viewers of Cast Sponsor brand
438
Click Through on Banner
14
(
!
' '
Engagement (time)
12,176 display ads @ 15 seconds
6:57 per viewer
Engagement (action)
.1% click thru
3.2%
Engagement (value)
Cost per booth visitor at trade show = $80
$2.27 per visitor $2.09 after first archive
"#$$% 0 /' ")$
the engagement per viewer
"
the action
!
the efficiency
=
0 & ' ( (
=
= 0 /'
Engagement (time)
6:45 minutes per viewer
") the
Engagement (action)
5.54 % click through
engagement per viewer
!! The engagement
&& ) £ P
Engaging medium in a crowded world
P
True 1 ± 1 communication allows for much higher engagement / activity
P
Results are much higher than industry average due to quality / alignment of content and audience
P
Effective medium to demonstrate, communicate
P
Trade show exposure at a fraction of the cost
± a la carte P P P P
TV Commercials ± 20 ± 30 seconds Video Advetorials ± 60 ± 120 seconds Product Tours ± 60 Seconds Banner Ads ± Click thru to your site
± Packaged *+,-- ! -. ± Custom P P P
Contests Webinars Your ideas?
£
Banner Ads Tip of the Week Sponsorship
Exposure Branding Click-thru
'
2 3 '
Commercials SPOTLITE (Advetorial)
1 ± 1 communication plus click thru
Website Video Center - "& & All solutions drive click thru SPOTLITE Client Center offers conversion Contests
2 ' ' Website Video Center - "& &
Help people buy
¬ ' /' '
* £ Bookmark the ( Marketing Solutions 0' '
Video Client Center http://advertising.escn.tv/mediacenter/ '
Æ
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