3. Leslie L. Baker, Regional Senior AE
LBaker@ViamediaTV.com
850-545-5023
George Stacy, Director of Digital Sales Services
GStacy@ViamediaTV.com
4. EXPANDS SERVICES TO
SEM PRODUCT
Viamedia expands it’s product
offering to include Search
Engine Marketing for local
clients.
VIAMEDIA LAUNCH
Viamedia started as the 1st independent
ad sales rep firm for small to medium
cable TV distributors, selling cable TV
advertising.
CONTINUES EXPANSION
TO ONLINE VIDEO
To keep up with the changing
needs of advertisers, Viamedia
begins offering online video
advertising.
LAUNCHES DISPLAY, TEXT
AND SOCIAL ADVERTISING
Viamedia offerings continue to
expand, this time with display, text,
social and native advertising.
INTRODUCES OTT,
YOUTUBE, AND EMAIL
Viamedia continues to add
innovative advertising products
such as OTT, YouTube, Email,
Dynamic Display, and
Authenticated Device Targeting.
INTRODUCES DIGITAL OUT
OF HOME AND CROSS
PLATFORM ATTRIBUTION
Viamedia continues to add
innovative advertising products
such as Digital Out Of Home
(DOOH) and Cross Platform
Attribution
5. We deliver ads only in high-
quality, brand-safe content,
whenever and wherever
audiences are watching.
Our digital ads deliver directly
to your target audience with
the option to whitelist or
blacklist websites.
Traditional &
Non-Traditional
Viamedia offers a fully
integrated advertising solution
with traditional (cable TV
advertising), online, social and
mobile solutions.
Forward Thinking
Viamedia is always in search of
the latest advertising
technologies to help our clients
reach their audiences in
innovative and creative ways.
Brand Safe
Our goal is to put the full
power of cross-channel
marketing to work for
businesses great and small.
We thrive on innovation. We
do whatever it takes to help
you grow and prosper.
Media-agnostic &
Independent
No media company owns us, so
we aren’t pushing OUR products.
We don’t have an AGENDA.
Your agenda is our agenda.
6. Delivering the right content to the right audience at the right time
starts with an integrated media strategy.
Video Advertising
Cable Television
Streaming TV | OTT
YouTube In-Stream
Online Video
Digital Out of Home
Display Advertising
Desktop/Mobile/Tablet
Native
Dynamic Display
Digital Out of Home Billboards
Social Marketing
Facebook
Instagram
Social Auto Power Listing
Search
SEM
Search Retargeting
Conquest Email
Email
Pre-targeting/Retargeting
Ad Creation
Display
Video
Email
Analytics & Insight
Cross Platform Attribution
Reporting Dashboard
Optimization Team
Mobile Ad Messenger
Tap-to-Expand Display
Tap-to-Expand Video
Authenticated Targeting
Cross Connect
8. viamediatv.com
$132.46
$152.25
$191.09
$220.93
2019 2020 2021 2022
Digital Ad Spending in the US
billions & % of total media ad spending
Digital Ad Spend % of Total Media Ad Spend
private & confidential
54.7%
62.9%
66.9%
69.7%
Source: eMarketer, Mar 2021
9. viamediatv.com
6:20 6:49
7:50 7:57 8:02
6:04 5:44
5:47 5:30 5:18
2018 2019 2020 2021 2022
Traditional vs Digital Media: Average Time Spent
hrs:mins per day among population
Digital Traditional
Source: eMarketer, Jan 2021
10. Time spent with media continues to
increase, but time spent with
keeps KEY STAT:
Time spent with
media this year in the
US is estimated to
average 13 hours
and 38 minutes per
day.
Source: eMarketer, Jan 2021; Note: ages 18+; time spent with each medium includes all
time spent with that medium, regardless of multitasking; *excludes digital
TV*
3:34
Other*
0:22
Radio*
1:32
Digital
7:50 0:19
Print*
KEY STAT:
Adults currently
spend over 83% of
their total media time
daily across
advertising channels
we serve.
12. viamediatv.com private & confidential
Benefits of Natural Gas
Affordable
Reliable
Environmentally friendly
Instantaneous access
1
2
3
4
13. private & confidential
Audience Profile
Natural Gas Shoppers
Demographics
Gender
Men 73.0%
Women 26.2%
Homeowner/Renter
Homeowner 100%
Renter 0%
Age
18-24 6.6%
25-34 21.8%
35-44 32.4%
45-54 12.2%
55-64 10.4%
65+ 16.6%
Household Income
$0-$24,999 5.9%
$25K-$49,999 10.1%
$50K-$74,999 12.7%
$75K-$99,999 14.3%
$100K-$124,999 15.8%
$125K-$149,999 15.2%
$150K+ 26.1%
Children at Home
Age 0-5 22.3%
Age 6-9 28.1%
Age 10-12 27.3%
Age 13-17 31.9%
Age 18-24 4.7%
Age 25+ 3.0%
None at home 20.7%
Don’t have kids 17.3%
Employment
Full time 68.5%
Part time 6.8%
Homemaker 1.9%
Contracting 0.8%
Not employed 4.2%
Retired 16.8%
Source: AdMall AudienceSCAN 2021
66%
62%
69%
65%
66%
61%
67%
65%
74%
Social
Pre-roll Video
Email
Internet Banner Ad
Mobile
Outdoor
Search
Streaming TV
TV
Ad Response Rates
Network %
ESPN 32%
Discovery Channel 26%
AMC 23%
Animal Planet 22%
A&E 21%
CBS Sports 21%
HISTORY 19%
Network
More
Likely
Golf Channel 144%
FYI 120%
CBS Sports 98%
CMT 77%
Outdoor Channel 70%
Oxygen 63%
E! Entertainment Television 55%
Top Networks
14. private & confidential
Audience Profile
Source: AdMall AudienceSCAN 2021
2% 3%
24%
31%
41%
Television Viewing
Rarely/Never
Less than 1 hr/day
1-2 hrs/day
3-5 hrs/day
5+ hrs/day
OTT Services
Hulu (41%)
Pluto TV (14%)
Apple TV+ (27%)
Cable Provider (18%)
ESPN+ (26%)
AT&T TV Now (23%)
Sling TV (13%)
Favorite Sports
to Watch
NFL (39%)
NBA (29%)
MLB (28%)
College Football (28%)
College Basketball (24%)
Golf (20%)
NHL (20%)
Device Usage
Smartphone (95%)
Tablet (85%)
Smart TV (67%)
Game Console (52%)
81% 61% 66%
Social Media Usage
26%
3.1
average number
of streaming
video services
Purchase Motivators
Want to Buy Things That
Make Them Feel
Comfortable (39%)
Healthy (39%)
Safe/Secure (27%)
Sexy (32%)
Relaxed (32%)
Productive (26%)
59% are willing to pay more for higher quality
59% receive programming from cable and/or OTT services
98%
more likely to be
willing to sacrifice
some privacy to
receive relevant ads
Favorite Programs to Watch
Movies
51%
Comedies
42%
Sports
41%
Natural Gas Shoppers
18. RESULTS
204,504
:30 ads delivered to
targeted zip codes and audiences
99% Increase
In page visitors YOY
Campaign Objective: Create awareness regarding the benefits of natural
gas and encourage citizens to contact the City of Tallahassee regarding
loans and rebates available for natural gas appliances.
CAMPAIGN EXECUTION
November 13, 2020 – Sept 28, 2021
Budget: $1,000/Month
Product: Streaming | OTT
Strategy: Deliver :30 ads to key zip codes within the Tallahassee, FL.
Footprint. We focused half the budget on our Lifestyle OTT Bundle
and half the budget on our Sports bundle. In July, we pivoted and
moved the campaign to our Run of Network (RON) OTT product
focused on reaching Homeowners, Natural Gas Intenders and
natural gas appliance shoppers.
Benefits of Natural Gas
Case Study
High VCR
98.07% of all videos
delivered were watched
100% of the way
through.
Since adding digital advertising
Source: Google Analytics
19. RESULTS
104,102
:30 ads delivered to
targeted zip codes and audiences
Campaign Objective: The goal of this campaign was to create awareness
and encourage local businesses to Call 811 before they began digging
thereby negating expense to the city to repair natural gas lines.
CAMPAIGN EXECUTION
August 18 – Sept 12, 2021
Budget: $3,000/4 weeks
Product: Pre-roll video with geo-fencing and site-retargeting
Strategy: Deliver :30 ads to specific addresses including, but not
limited to: pool contractors, fence companies, contractors,
landscapers, and more.
Call Before You Dig
Case Study
High CTR
.15% or, 155 clicks
47 of these were within
the geo-fenced
locations
Mobile
Desktop
Tablet CTV
20. Video Products
Recommended to promote
the Benefits of Natural Gas.
Cable Streaming TV aka OTT
YouTube Pre-Roll Video
23. Tell your brand story with sight, sound,
motion, and emotion. Emotion converts –
especially when it comes to video
marketing.
MEMORABLE
Original, brand safe content.
BRAND SAFE
of TV households have wired cable, satellite or ADS
compared with only 11% Over-the-air, 11%
Broadband Only and 8% virtual multi-channel
video programming distributor (i.e. Sling TV) 2
69% / 92.6M
Reach local cable TV subscribers in your area with
the power of video.
Prospects need to see your ad 5-9 times1
before they fully resonate with the message
and brand. Cable is very cost-effective and
allows even small budgets to afford
campaigns with high frequency.
COST EFFECTIVE
1) Nielsen study, 2017 2) Nielsen local watch report, Aug 2019 |
25. viamediatv.com private & confidential
Streaming TV, and What is OTT?
Over-the-top (OTT) refers to streaming companies' ability to offer
video content outside of traditional TV providers. OTT services don't
need to worry about things like a broadcast schedule or geographic
limitations. Viewers can access their content at any time of the day or
night over the internet through streaming video services or devices.
Commercials are delivered only while someone has the TV and
streaming device on.
OTT content can be accessed on multiple devices
Source: forbes.com, 2021
26. viamediatv.com private & confidential
More About OTT
Cord Cutter –
Someone who used
to have cable, but
now only watches
content via OTT
Cord Never –
Someone who never
had cable and never
will. They only watch
content through OTT
Cord Stacker –
Someone who
watches content
using a cable box
AND streams
content.
Sources: Comscore: The State of OTT June 2020; Resonate: 2021 State of OTT Report
Streaming/OTT TODAY
• 41% now watch TV through a streaming services.
• Streaming now accounts for 25% of all TV viewed.
• The average home views 102 hours of OTT content each month.
• There are over 300 OTT providers in the US.
DEVICES
• 80% of US homes have at least one Internet-Connected TV device.
• 42.2 million US homes have a streaming box/stick.
• 37.2 million US homes have a smart TV.
STREAMING BEHAVIORS
• 47% of users watch TV via Roku.
• 33% are also on their phone while streaming.
• 43% often binge-watch TV.
69.8 million US homes use OTT services - up 9.5% YOY
27. viamediatv.com
34%
37%
50%
58%
February 2020 July 2020 November 2020 February 2021
private & confidential
Source: Hub Entertainment Research, Feb 2021
Growth of Viewership of Ad-
Supported Streaming Video Services
Do you watch any free streaming services with ads?
28. viamediatv.com private & confidential
Why is Streaming Advertising
Trending?
Source: forbes.com, 2021; lemonlight.com, 2021; tinuiti, 2021
ü Reaching a Targeted, Niche Audience
ü Reaching Specific Geographies
ü Minimizing Ad Spend Waste
ü Improved Accountability
29. viamediatv.com private & confidential
Significant Ad Recall
ü Consumers will retain 95% of a video message versus 10% of those who read it.
ü 72% of OTT users can recall seeing an ad.
ü 40% of OTT users have paused their content to purchase or learn more online.
ü 66% of OTT users have learned about a new product or company from an OTT ad.
ü 72% of OTT users understand there is a tradeoff between watching free content and
having advertisers use their data to serve ads.
ü A majority of all US consumers say they are not bothered by ads when they are relevant.
Why is Streaming Advertising
Trending?
Sources: v9digital.com, 2021; OpenX: Consumer OTT Report 2019
31. DELIVER RELEVANT ADS
Why bombard users with ads they don't
want to see? With YouTube Instream, you
give them a choice, and it's a win-win:
Viewers see videos they're curious about,
and you get more views from an audience
you know is interested.
PAY PER VIEW
You only pay when a viewer watches for at
least 30 seconds or to the end of the
video (whichever is shorter) or clicks on a
card or other elements of your in-stream
creative.
Reach potential customers on the second most visited
site in the world behind Google.
2nd
Behind Google 2
of YouTube users
watched a video to
help them make a
purchase decision. 1
68% Most
Visited Site
1) Think with Google, July 2016; 2) Alexa Internet Jan. 2019 and SimilarWeb, Dec. 2018 |
32. viamediatv.com private & confidential
YouTube By The Numbers
YouTube is the
world’s second-
largest search engine
2nd
Of content
uploaded every
minute
500+
hours
Monthly logged in
users
2
billion
Sources: blog.youtube.com, 2021; cardinalmarketing.com, 2021; youtube.com, 2021
Viewers are 4X more likely to
use YouTube versus other
platforms to find info about
a brand, product or service
4X
Of viewers say that
YouTube makes them
more aware of brands
70%
Viewers say they’re
2X more likely to buy
something they saw
on YouTube
2X
33. viamediatv.com private & confidential
What Makes YouTube Unique?
Sources: blog.loomly.com, 2020
It’s social media, but not exactly.
• YouTube is a hybrid platform that combines both social and search
elements.
Users search for specific content
• People, especially the younger generation, are more likely to find your
videos on YouTube by searching for specific keywords or viewing other
closely related content.
Users make an intentional decision to watch content
• People make a conscious decision to watch video content on YouTube,
similar choosing to watch a specific TV show. Whereas on other social
media channels, people tend to scroll haphazardly through a feed until
they find something by chance.
35. private & confidential
more qualified leads
per year. 2
of video ads were
viewed on a mobile
device (up 10% YOY).1
50%
Reach potential customers with compelling video
advertising as they read blogs, in online newspaper
articles, on sites specific to your product or service, and
more.
VIDEO MARKETERS
1) Pubmatic Q1 2019; 2) Optinmonster, 2019 |
Utilize retargeting to reach customers
who visited your website with specific
video ads.
Measurement by impressions and
completion rates instead of ratings.
Numerous targeting options: past
behavior and interests, specific websites or
website topics, specific demographics
based on age and gender, and more.
NEARLY
66%
GET
EXTENSIVE TARGETING
RETARGETING CAPABILITIES
MEASUREMENT OPTIONS
37. in apps/web on a
smartphone, tablet, or
desktop/laptop per day.2
Reach potential customers as they read blogs, in online
newspaper articles, on sites specific to your product or
service, and more. Ads are served on smartphones,
tablets, computers, and other connected devices.
U.S. Consumers
Sources: 1) acquisio.com, 2019; 2) Nielsen, "Total Audience Report: Q3 2018“, Mar 2019 |
Option to utilize retargeting to reach
customers who visited your website or
clicked your ads.
Display ads offer countless targeting
options compared to other traditional
forms of advertising.
Build brand awareness in a cost-effective
way. With just an image and some text
you can start running a campaign that will
help you drive traffic back to your website.
3:05
Spend
of marketers are investing
in display ads.
84%
CREATE AWARENESS
RETARGETING CAPABILITIES
ADDITIONAL TARGETING
The affordability and targetability of this
product allows for many impressions
AFFORDABLE CPM
$
39. Step 1: Pre-targeting
Pre-target the interest-based list with device-driven
banner ads across the web or social media to
establish brand awareness.
Step 2: Email Engagement
Deliver an engaging email campaign to the same
pre-targeted list reinforcing brand awareness with
a compelling offer to act now.
Data-driven advertising solution utilizing email
advertising and display/social retargeting.
Target individuals based on demographic &
behavioral attributes using our ‘opted-in’ proprietary
database (optimized weekly) then retarget the email
openers & clickers with display ads on social media
channels and across the web.
HOW IT WORKS
44%
of email recipients made
at least one purchase last
year based on a promo
email they received.
check email before doing
anything else online
(probably even before
getting out of bed).
58%
1) optinmonster, 2019; 2) ConvinceandConvert Research, 2019 |
Step 3: Retargeting
Retarget all of the email responders across
multiple devices with engaging display ads
Reach the consumers
who clicked or opened
your emails with direct-
to-device banner ads
across the web
We invite your high school student to join us for
an enriching summer experience at Georgetown
University.
Georgetown.edu
Get A Head Start on College
We offer credit and non-credit programs…
Georgetown University
40. INSIGHT
• Standard open rate
• Click-through rate
• Link report (# of clicks by individual link)
• Breakdown of all clicks by browser type, top
platforms, top organization, and by top
cities
MATCH BACK
Once the campaign period has ended our
proprietary match back analysis will identify
email respondents who match the advertiser’s
sales/response files.
The resulting reports will deliver accurate R.O.I.
fueling your advertiser’s next Cross Response
Email/Total Engagement campaign.
42. viamediatv.com private & confidential
Social Media Usage
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS
SOCIAL MEDIA
USERES AS A
PERCENTAGE OF THE
GLOBAL POPULATION
ANNUAL CHANGE IN
THE NUMBER OF
GLOBAL SOCIAL
MEDIA USERS
TOTAL NUMBER OF
SOCIAL MEDIA USERS
ACCESSING VIA
MOBILE PHONES
PERCENTAGE OF
TOTAL SOCIAL MEDIA
USERS ACCESSING VIA
MOBILE PHONES
4.2
BILLION
54% +13%
+490 MILLION
4.15
BILLION
99%
Source: DataReportal Digital 2021: Global Overview Report
43. viamediatv.com private & confidential
Social Media Usage
How many Americans use the following social media?
Source: AudienceProject, Q3 2020
64%
80%
39%
41%
31%
24%
12%
26%
16%
12%
67%
77%
46%
37%
34%
29%
13%
25%
16%
10%
68%
71%
46%
35%
32%
28%
17%
23%
13%
8%
72% 71%
51%
40%
36%
32% 32%
22%
19%
12%
7%
2017 2018 2019 2020
44. YOUR AUDIENCE IS THERE
2 billion people active on Facebook each
month and 1 billion on Instagram.
EXCEPTION TARGETING OPTIONS
Whether it be by behaviors, interests,
demographics, connections, age ranges,
languages, or locations, you can dig pretty
deep.
Today, more and more content is being generated on
social, and that means it is harder to get your content
in front of the people you care about most. To keep
your audience engaged, reach new people, and share
your newest products or services, you need to
advertise on social.
1 billion
number of monthly
active Instagram users.2
of social advertisers
chose Facebook as their
most used and most
useful social media
platform.1
97%
1) optinmonster, 2019; 2) ConvinceandConvert Research, 2019 |
FIND NEW QUALIFIED LEADS
Once you’ve found an audience that
converts, you can clone them with
“lookalike audiences”. Facebook will reach
NEW people who are similar to that
audience and therefore likely to be
interested in your business.
47. viamediatv.com private & confidential
Reach various demographic segments using online and offline data from top U.S. Social Networks, registered
census data, and consumer surveys.
Behavioral Segments
Leverage predictive purchase behaviors
to reach all types of audiences.
Core Demographic Segments
Age Gender Income
Education Marital Status
Parental Status
Sports Fans Foodies
Occupation DIYers
48. viamediatv.com private & confidential
WHAT IT IS
Engage new customers by showing them ads at the
exact moment they’re reading and thinking about your
product or service.
Keyword contextual advertising helps brands achieve
visibility in context where product comparison research
and conversations are taking place.
Efficient
Our contextual engine works with audience
signals to fine tune bids, placing more value on
pages that are likely to perform best.
Full transparency into how each keyword is
performing.
Cross-Device Reach
All devices including desktop, mobile, and
tablet. All ad formats including text.
UNIQUE BENEFITS
Smart
Our sophisticated engine continually scans
every page in our network and matches your
ads to highly relevant content. The algorithm
takes into account keywords, frequency of
words, audience signals, font sizes, word
placement and linguistics.
HOW IT WORKS
Choose keywords to designate the pages where you want your ad
to appear. Keyword contextual targeting can be done based on
pages a user is currently viewing, or pages they have viewed in the
past.
Reporting & optimization is available for each keyword.
ENERGY EFFICIENT APPLIANCES City of
Tallahassee
Learn More!
STOVES
H G T V . c o m
WASHER / DRYER
GAS GRILLS
49. viamediatv.com private & confidential
WHAT IS IT
Roughly 98% of consumers will leave a site
without converting. Here is your chance to
re-engage them with a completely new level
of performance and insight.
Increase Brand Awareness
Studies continue to show that a brand
may take up to 7 impressions on a
customer to build up enough trust to
take action. Retargeting can shorten
the time it takes a prospect to make a
decision.
Reach Interested Prospects
Reach interested prospects not just
prospects who are likely to be
interested.
UNIQUE BENEFITS
High ROI
Retargeting allows you to reach
prospects who have already been to
your website once and left.
HOW IT WORKS
Site retargeting utilizes pixel placement to target users who have
already visited your site while they are visiting other sites across the
web. Site retargeting is a highly effective method of converting site
visitors into purchasers.
AutoDealer.com
Prospect visits your
website. Yet, they leave
without converting.
Viamedia displays your
ads on sites they visit later.
The prospect clicks
through the ad to a
page you have
specified -- bringing
them back to your site.
BMW of Anywhere
$XXX
X.X% APR
New 2019 BMW X5
LEARN MORE >
AutoDealer.com
2
1
3
50. viamediatv.com private & confidential
WHAT IS IT
Keyword-level search retargeting enables advertisers
to combine the effectiveness of search with the reach
and brand impact of display/video.
The consumer may or may not know about you, but
they are showing interest in a product or solution that
you offer. Think of this as an upper funnel,
prospecting strategy.
Affordable
Search retargeting ads are based on display
inventory, which often makes them more
affordable, particularly for highly
competitive keywords where bidding wars
drive up the CPC (cost per click) in search
marketing campaigns.
Effective
Search retargeting qualifies potential buyers
by their long-tail search queries. This means
your ads are shown only to internet users
who exhibited past buyer behavior that
qualifies them as a prospective buyer of
your products or services.
UNIQUE BENEFITS
Visually Impactful
These ads also enable advertisers to create
visually impactful, branded ads that aren’t
possible with PPC campaigns.
HOW IT WORKS
Advertisers are able to target prospects with display or video ads
based on the searches they perform across the web.
Prospect uses one of your
keywords in a search engine.
1 2 Prospect is tagged with a
cookie (anonymously).
Natural
Gas
tag
3 Prospect sees your display ad
when browsing the internet.
Reliable Energy Source
BMW of Anywhere
$XXX/mo for
XX
months
.X% APR
LEARN MORE >
New 2019 BMW X5
51. viamediatv.com private & confidential
AutoDealer.com
WHAT IS IT
Roughly 98% of consumers will leave a site
without converting. Here is your chance to
re-engage them with a completely new
level of performance and insight.
Increase Brand Relevance
Serving Facebook ads to users who
have already visited your site will
boost brand recognition and keep
your brand top of mind when making
purchasing decisions.
Reach Audiences Who Already
Know You
Advertise to people who have visited
your website by targeting them on
Facebook.
UNIQUE BENEFITS
Build Trust
Facebook Retargeting enables you to
establish a relationship with potential
customers in a social environment
where they can engage with you in
their own time.
HOW IT WORKS
Facebook Retargeting targets users who have already visited your site
while they are on Facebook.
Prospect visits your
website, yet they leave
without converting.
Viamedia displays your
ads on Facebook the next
time they log on.
The prospect clicks
through the ad to a
page you have
specified -- bringing
them back to your site.
AutoDealer.com
2
1
3
52. Spin & Win!
2 Chances to win a
$25 Starbucks gift
card
Questions
53. viamediatv.com private & confidential
Additional Advertising Opportunities
Educate regarding the benefits of natural gas
Target potential infill customers
Promote 811 | Call Before You Dig (Possible PSA)
Promote natural gas safety (Possible PSA)
Persuade developers to build new homes using natural gas
Incentivize customers to purchase energy efficient
appliances
Notify customers of service available online, such as bill pay
Sell more appliances
1
2
3
4
5
6
7
8
54. viamediatv.com
Our
Experienced
Team of
Highly
Skilled
Professionals
are Here for
You Every
Step of the
Way!
* No Monthly
Retainer or
Hourly
Consulting Fees
Proven
Results
Powerful
VIDEO
Digital
Advertising
Products
Technologically
Advanced
Static
(Not Video)
Ad
Products
State-of-
the-Art
Targeting
Tactics
55. Thank You!
Leslie L. Baker, Regional Senior AE
LBaker@ViamediaTV.com
850-545-5023
George Stacy, Director of Digital Sales Services
GStacy@ViamediaTV.com
Tallahassee, FL
Lexington, KY
