Transcript Welcome to the World of Advertainment

Welcome to the world of
Advertainment
What Are ‘Showcases’?
• A fully branded place for advertisers to build a
much deeper relationship with their customers.
• A powerful branding tool based on the TV model,
without limitations of the 30-second advertising world!
• A call-to-action medium that allows the consumer to
respond with a simple click for more information.
• A new advertising medium unique to TiVo. No one
else can match the advertising opportunity we’re
offering advertisers today!
How Are Showcases Sold?
• Available “on demand” on the TiVo hard-drive for
1-2 week “flights”
• The advertiser decides on the elements…
• Any number of video clips totaling 4, 8, or 12-minutes
• Lead generation
• Text and graphics
• Reporting that demonstrates results
• Details portion of audience who views – on a
day-by-day basis!
• Provides average time spent viewing video clips
How Showcases Work
• Content delivered via broadcast model, not
the phone line
• Viewership driven by TiVo Central Promotion,
Showcase menu item, subscriber communications,
and telescoping ads
• Best results achieved with relevant, fun, and
entertaining content
Sneak peeks, trailers, rehearsals, out takes, personal messages,
music videos, candid or unpolished interviews have worked well.
• Opportunity for other content seen as “valuable” by viewers:
Member-only offers, valuable information, exclusive, etc.
•
Drill Down, Close The Loop,
and Measure!
Drill Down
from ads via
“Telescoped Ad”
embedded coding
that displays
“thumbs up” icon in
TiVo homes only
Close the Loop
via lead generation.
TiVo provides a
file with customer
names, addresses,
etc. following
Showcase flight
Measure
Know how many
viewed each
element of the
Showcase and
for how long
The combination of branding and direct response
that advertisers are now demanding!
How We Drive Showcase Visits
TiVo Central Promotion menu item – designated by the Gold Star –
will appear for up to days and drive viewers directly to the Showcase.
The Showcase
A branded Showcase containing up to three clips. As user scrolls
between the menu items, the written description and graphic changes.
‘Telescoped’ Ads: Showcase Tag
Telescoped ads in the client’s 30-second broadcast spots become
interactive allowing viewers to click directly to the Showcase.
‘Telescoped’ Ads: Recording Tag
Viewers can schedule a recording for broadcast content
directly from a network promotional spot.
Closing The Loop
Lead generation for give-aways, brochures, or information.
Measure the Results
• Percent of viewers visiting Showcase
• Percent of viewers visiting each
clip within Showcase
• Percent of viewers that entered
Showcase by the telescope ad,
TiVo Central Promotions, and/or
Showcase menu item
• Average length of Showcase visit
Who’s Doing it?
Big Brands “Get It”
TiVo is the only
DVR that integrates
advertising via a
proven branding
and direct response
platform
TiVo delivers
research to
help advertisers
understand the
effects of
DVR usage
If it’s not TiVo, it’s just an ad skipping machine!
TiVo Subscriber Growth
2.8M
1.9M
1.6M
1.3M
1.0M
38K
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84
154
189
222
280
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464
510
624
703
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Viewer Demographics
• TiVo viewers are:
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Men and women ranging in age from 25 to 49 years old
70% are married or in a domestic relationship
37% are families with children under 17 years of age
• TiVo viewers are more urban than not, and are
disbursed throughout the major markets:
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New York City and Los Angeles
San Francisco and Chicago
Boston, Dallas and Washington DC
• TiVo viewers are highly affluent:
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71% have an income of $65K+
43% have an income of $100K+
• TiVo viewers comfortable with technology
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84% have broadband access at home
62% have home networks
Source: MRI, 2002;
Equifax, 2001;
TiVo Subscriber Studies, 2002
After TiVo: Primetime is Anytime
• Two-thirds of television occurs
outside of primetime hours
• 50% of viewing is recorded
33%
• Reality, news and sports are
the only genres that retain
some live audience
66%
• Networks may find scheduling
strategies and promo spots
less effective in building
program audience
Primetime
Other
• Yes, they skip ads