This document discusses how businesses can maintain their brand identity across fragmented media by understanding consumer behavior and utilizing a multi-platform advertising approach. It notes that consumers spend most of their time with television and online media, and outlines the typical consumer purchase funnel from awareness to post-purchase. The document advocates creating consistent branding messages across TV, online, social media and more to reach consumers throughout the purchasing process. It provides an example of how Comcast Spotlight can help advertisers achieve this through targeted video, online, email and social media advertising solutions.
7. 7
Adults spend the majority of their time
with TV and Online media
42% TV
26% Online
15% Radio
10% Mobile
4% Newspapers
3% Magazines
Source: eMarketer, Dec 2011 (includes multitasking—exposure to two mediums simultaneously are counted under both mediums)
Adult Media Consumption
9. OK, Then What Do I Do?
Choose Your Target Lifestyle
Select Your Target Geography
Create Your Message
Branding
Call To
Action!
Inform &
Influence
10. 10
The same message on two XFINITY screens in the
same geography to your target market.
TV Online
Unify Your Message
11. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
% XFINITY.com Usage % XFINITY cable TV Usage
TV and XFINITY.com Usage Throughout the Day
XFINITY.com Source: Open Ad-Stream, 2011 (1/1/2011 – 12/31/2011), XFINITY.com Impressions.
Indy XFINITY TV Source: HH Impressions based on Nielsen, Indianapolis C-DMA, Live+7, Indianapolis Interconnect Insertable Networks,
Nov11, Extrapolated by Strata Marketing.
*Note that percentages add up to 100.
Why it Works: 24-Hour Ads
High Simultaneous UseOnline Usage High
Prime Time TV
12. Example: Video Everywhere
Video - Social Media - Large Graphics - Enhanced Data - Repurpose Creative
LIVE TV
LOCAL
EMAIL &
MORE
Local AD
HOT
TOPICS
ONLINE VIDEO
13. Who Are We?
Comcast is the driving force behind Spotlight, allowing us to bring advertisers
the best in media and technology. We drive innovation to create the world's
best entertainment and online experiences.
We also partner with other affiliates to bring you a one-stop-shop for
advertising:
• AT&T U-verse
• Bright House
• Charter
• DIRECTV
• Mediacom
• WOW!
• Wyandotte
14. What Do We Offer?
Video and online advertising
• The most highly used media
• Geographic targeting
• Demographic and psychographic targeting capabilities
• Specific programs, networks and websites
• A multimedia approach