Fast Facts omcast Spotlight C offers insightful market research and integrated promotional opportunities that leverage network brands to enhance your campaign. dvertisers can A work directly with Comcast Spotlight, or with National Cable Communications (NCC) who exclusively represents Comcast Spotlight in the national spot television marketplace. Comcast Spotlight Overview Comcast Spotlight, the advertising sales division of Comcast Cable, helps put the power of on air, online and on demand media to use for local, regional and national advertisers. It is focused on moving the industry forward in advanced technologies and innovative products to reach, engage and connect with audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Comcast Spotlight has a presence in nearly 80 markets with approximately 33+ million owned and represented subscribers. Comcast Spotlight’s goal is to make cable advertising easy to buy, and to enhance the value of spot cable advertising via new technologies, products and services. *Alteryx Spotknowledge as of 12/12 able’s audience is more upscale and has more purchasing power than broadcast C network’s and local television station’s audiences. omcast Spotlight inserts commercials in many targeted cable networks, allowing C advertisers to choose the best mix for reaching the geographic consumer groups they desire. uying commercial time with Comcast Spotlight allows advertisers to run only in B the precise markets - and zip codes - they want, whether it’s for a local, regional or national effort. omcast Spotlight delivers innovative products that reach the audiences C advertisers want, when they want them. AdtagTM and AdcopyTM allow advertisers to air several different versions of a commercial across several precise geographic regions. omcast Spotlight offers multiple on air, online and on demand media options to C help you target audiences wherever they use media. For more information visit www.comcastspotlight.com COMCAST SPOTLIGHT Fast Facts S imple – Spot cable is simple to plan and simple to buy. Market Focused – Spot Cable allows you to master the changing television marketplace. Spot Cable Advertising Overview Spot cable refers to cable purchases in local markets or other geographic areas as specified by you and/or your ad agency. With spot cable advertising, marketers can pick and choose from various cable networks and from different geographic areas covered by the cable system. Adaptable – Select the right networks, dayparts and programs for your brand in every market. ROI Driven – Deliver consumer reach and effective frequency – eliminate doubt and waste. Targeted – Spot Cable offers a wide range of advanced engagement and technologies. Benefits Allows you to strengthen your brand in the markets most important to you. rovides efficient media buying – spot cable allows you to reach your core P audience without paying for wasted coverage. Allows you to reach potential customers that share similar interests. rovides you with the opportunity to marry your message with top-rated network P and programming brands for increased awareness and credibility. Features eographic Targeting – By effectively using spot cable, you can reduce waste G by concentrating your message only in the areas you need to reach potential customers. emographic Targeting – Cable networks have specific audiences with their own D individual interests. Spot cable allows you to advertise on the cable networks that best allow you to reach the niche audiences interested in your products or services. lexibility – Because of the way cable systems are now “interconnected,” you can F easily create a strategic, awareness-building campaign, while still enjoying the efficiency and targetability that spot cable delivers. For more information visit www.comcastspotlight.com TV ADVERTISING TM Fast Facts Industry standard for zone-addressable advertising, available in over 110 markets, representing over 85% of cable households. Fast turnaround: over 90% of campaigns tagged and delivered to market in one business day. ver 500 unique O advertisers have run Adtag & Adcopy campaigns since 2004. TM Adtag & Adcopy Overview Adtag & Adcopy employ state-of-the-art technology to offer you the most targeted approach to spot cable advertising. Using geography and demographics, you can segment your market and customize spots like never before. Adtag lets you maintain the first 25 seconds of a spot and change the final five seconds to feature different local tags that run simultaneously throughout the market. The viewer sees not only the most relevant location information, but an ad that is customized and effective. With Adcopy, you can promote different products and services to different customers, simultaneously, all with one buy. This tailor-made mix of commercials will deliver a more targeted message without sacrificing reach. reat for co-ops and G dealer groups: every agent can have a unique photo, voiceover, and contact information. *Source: Visible World, 2012 Benefits trengthens your brand throughout a market while targeting the desired geographic S and demographic groups with specific messages. ffers more targeted, relevant and effective advertising with commercials that run O simultaneously across the market with different tags. Incorporates client-specific data with market research to enhance targeting. Offers a more targeted approach that broadcast cannot match. Promotes different products and messages to support one or multiple brands. aximizes your media execution by reaching multiple segments with one simple M buy. Features Geographic targeting with different messages. Many versions, multiple zones, one traffic order. Creative repurposing for different segments comes standard with your order. Split copy execution to target specific audiences with specific messages. For more information visit www.comcastspotlight.com TV ADVERTISING Fast Facts Brand recall from TV advertising is 50% but when combined with online advertising, brand recall increases by an additional 24%. That means 74% ad effectiveness. * Multi-screen Advertising Overview Comcast Spotlight’s multi-screen solutions include television and online advertising to integrate an advertiser’s message to potential customers in a more engaging and impactful way. Multi-screen advertising extends reach, builds frequency and provides advertisers with multiple exposures in Comcast homes across the county. 68% of XFINITY cable TV subscribers are also internet subscribers, and 84% of XFINITY internet subscribers are also cable subscribers. ** A recent Nielsen study reveals that three in every four internet users have also used television at the same time. *** 75% of consumers use TV and online simultaneously on a monthly basis. Additionally, 90% of those multi-taskers exhibited this behavior at least once per week. *** * Source: Nielsen. Google CrossPlatform Ad Effectiveness Study 2011 ** Source: Comcast internal report Q4 2012 *** Source: Yahoo! Survey of Nielsen Convergence Panel – 2010 Benefits Unifies TV and Online efforts Provides unduplicated local reach xtends existing TV commercial creative into the online space creating cost E efficiencies Maximizes reach, message and brand recall by extending TV campaign Features ulti-screen advertising utilizes both geographic and demographic targeting M capabilities dvertisers can demographically target the same :30 video message on two A screens to reach the target audience omcast Spotlight’s TV and internet technologies allow for deeper engagement C with advertisers’ target audiences For more information visit www.comcastspotlight.com MULTI-SCREEN ADVERTISING Fast Facts XFINITY.com users are: 25% more likely to have purchased furniture or home accessories online.* 23% more likely to make a home improvement purchase online.* 27% more likely to book a hotel/motel reservation online.* 24% more likely to have shopped online for airline tickets/ reservations.* XFINITY.com Overview XFINITY.com is the award-winning consumer portal for our more than 15 million Comcast High-Speed Internet subscribers. But it’s not just a gateway, it’s a wide-open gateway where users have the complete freedom to check e-mail, read the latest news, view streaming video, access member services and more. XFINITY.com’s revolutionary broadband video player streams video clips to our subscribers generating a staggering 65 million views a month and it makes finding, searching, watching, organizing and saving video content simple. Advertisers benefit from XFINITY.com’s popularity with the ability to reach their target audiences through well-positioned banner ads and text links, as well as in-banner video opportunities that make your presence come to life in a clutter-free environment. Plus, the added feature of being able to reach your desired local audience with our geotargeting capabilities allows you to specifically attract potential customers more efficiently and with pinpoint accuracy. Combine the local targeting capabilities of XFINITY.com’s geo-targeting with a completely targeted cable advertising campaign, and you have a winning combination – the best on air and online resources available to promote your business! 78% of adults who used Comcast as an Internet Service Provider (ISP) in the last 30 days like web sites that show local information.** Adults who like sites with local information are 28% more likely to have been lead to a purchase by a banner ad.** *Source: Nielsen @Plan 1/3/13 **Source: Experian Simmons, Fall 2011 Full Year, Base 18+ Benefits Leverages the wide-reaching exposure (more than three billion total page views). Associates your business with, and gains access to, cutting-edge interactive technologies and capabilities. Targets your online audience more effectively by marrying online advertising to cable commercial schedules with geo-targeting capabilities designed to attract customers. elivers content to our robust community down to specific interests, demographics and D geographies. Features High-quality content in multiple categories. Ability to place display ads, video pre-roll, text links, expandables and in-banner videos on the site. High quality content clips on the XFINITY.com video player from providers such as: ABC, CBS, E!, NBC, AP and Music Choice, among others. Geo-targeting capabilities allowing advertisers to reach audiences with pinpoint accuracy. For more information visit www.comcastspotlight.com ONLINE ADVERTISING Fast Facts CDE consists of 6 wellknown entertainment websites: −−XFINITY TV −−E! Online −−MyStyle −−Movies.com −−G4 −−Fandango Fandango, Movies.com and XfinityTV attract young, affluent and entertainment enthusiastic adults, 18-44. Comcast Digital Entertainment Overview Comcast Spotlight provides advertisers with a one-stop online entertainment destination via our Comcast Digital Entertainment (CDE) ad network. This exciting ad network, anchored by Comcast entertainment brands E!, XFINITY TV, Fandango and G4, combine the best movies, TV, celebrity news, and gaming content with exceptional reach to high quality, loyal visitors. Every property in the Comcast Digital Entertainment ad network is hand selected for its highquality audience and engaging original content. When you choose a campaign, you’ll have confidence that it is running on A-list sites. Comcast Spotlight provides you with a wide array of targeted advertising placements including site-specific ads, section-specific ads (Home Page, Movie Content, TV Content, etc.), or run of the network. Along with these targeting capabilities, you are also offered impactful ad products to help you engage with viewers, including display ads, synched ads, page takeovers, integrated sponsorships and more. Our team works closely with you to attain the right combination of ad products and targeting strategies to achieve your objectives. G4 caters to movie buffs, technically savvy and early adopters of new technology – attracting adult males, 18-34. E! Online and MyStyle.com attract stylish females, 18-34, who are fashion conscious, influential and entertainment enthusiasts. Benefits ffers tremendous scale and connects advertisers with the right consumers: highly O engaged young, affluent female/male demographics including gaming-obsessed early adopters, media multi-taskers, entertainment/pop culture enthusiasts and influential wired moms. Includes well-known, advertiser-friendly publishers. ffers advertisers the opportunity to run high impact creative units and integrated O programs across one or more CDE properties to deliver superior reach. Features omcast Digital Entertainment is among the top 10 entertainment properties on the Web, C reaching over 52 million unique visitors per month. very site in our portfolio delivers a high-quality audience with best-in-class programming E and content. ffers IAB-approved ad formats with rich media options from the industry’s leading O vendors. ds can be targeted site specific, section specific A or across run of network. For more information visit www.comcastspotlight.com ONLINE ADVERTISING Fast Facts Encourages complete advertiser integration— XFINITY.com/sweeps can host your custombuilt sweepstakes micro-site, banner ad campaign, “Local Happenings” community announcement and coupon or special offer XFINITY.com/sweeps Overview XFINITY.com/sweeps is the local sweepstakes and promotions area within Comcast’s award-winning consumer portal, XFINITY.com. This unique channel has become a destination for consumers who enjoy online sweepstakes, promotions and coupon offerings, while providing you with an opportunity to reach and reward new and existing customers in your community. In addition to local sweepstakes, a new sweepstakes from a different cable network each month ensures that consumers return to the site again and again. Provides brand association with some of the most well-known brands on television Benefits ccess to a receptive audience who enjoys entering sweepstakes and is A interested in trying new products and unique promotional offerings Expands your on-air promotions with an online advertising extension Features XFINITY.com/sweeps offers specialized content and marketing opportunities including: weepstakes: Featuring exciting local sweepstakes and unique promotions and S prizes Coupons: Easy-to-access special offers that generate traffic, sales and product trials B anner Ads: Allow you to promote your brand or business in 728x90 and 300x250-pixel positions that can host static, Flash or Mixpo video banners (300x250 configuration only) Network Spotlight: the latest on networks’ upcoming programming and specials For more information visit www.comcastspotlight.com ONLINE ADVERTISING Fast Facts Searchlight is available in nearly 19 million homes across more than 60 markets. Searchlight offers four different advertiser options: Showcase, Feature, Sponsorship and Publishing. 36.1% of on demand users have annual household incomes greater than $100,000. Searchlight Overview Searchlight is Comcast Spotlight’s on-demand advertising destination. Information that is relevant to viewers can be transformed into entertaining, compelling, and easily accessible on demand content. Many advertisers have stepped up to the opportunities provided by Comcast Spotlight’s emerging platforms, including Searchlight. From long-form content Showcases and Features, to content Sponsorships, to our On Demand Publishing offerings, businesses can more effectively target their prospective customers when they’re ready to engage. Consumers visit Searchlight at their convenience – so an advertiser’s message is reaching very qualified, actively engaged potential customers. 55.4% of on demand users have children. 69% of on demand users own their homes. On demand users are active members of society who are more likely to have investments, attend sporting & theater events, dine out, purchase vehicles in the next year and more! Comcast VOD users: −−25% more likely than national average to have college degree or higher −−51% more likely to work for a fortune 500 company −−17% more likely to own a vacation home *Experian Simmons Winter 2012 NCS adult survey 12-Month Benefits ore targeted advertising – Reach consumers who are actively interested in your M product or service and are actively seeking out information. Rich environment – Leverage the benefits of sight, sound and motion of TV. ong shelf-life – Extend the life of your campaign with a dynamic presence on L television 24/7. A less cluttered environment allows viewers to proceed at their own pace. Features pportunity to create your own long-form advertising or to sponsor content O already available within Searchlight. ontent folders include: Automotive, Real Estate, Careers-Education, Shopping, C Home & Garden, Health & Wellness, Travel & Leisure, Entertainment and more! Direct Tune technology allows viewers to directly access Searchlight content by simply pressing 8-8-8 on their remote controls. n on-air schedule that can include branded navigational units (BNUs) – your traditional A :30 spot inclusive of a tag that drives viewers to the Searchlight folder on demand to view your messaging. For more information visit www.comcastspotlight.com ON DEMAND ADVERTISING Fast Facts A $40 million research investment is made annually to help you reach your best prospects geographically, demographically and psychographically. ophisticated marketing S intelligence made available for every advertising category. Research Overview Comcast Spotlight provides you with expert knowledge to confidently invest in our expanding array of advertising products across our Multi-screen platform. From our linear channels like (ESPN, Fox News, AMC, TNT) to our full digital product suite (XFINITY.com, iTV, VOD) we provide the analytic insights to understand how those products fit into a targeted media and marketing plan. We subscribe to a vast array of syndicated research from (Nielsen, Scarborough, comScore, Kantar), and we also conduct primary research catered to your business needs. Every step of the way, we help you target and execute your advertising plan effectively across our multi-screen platform. We have a strong commitment in defining an advertisers best prospects and identifying the most effective methods to reach them through a dedicated Sales Research Department. Benefits Comcast Spotlight is structured to provide you with both strategic and tactical insights into your media and marketing planning process. For example, through our Rhiza for Media resource, we can we can examine a specific audience down to the zip code level, generating thematic maps to illustrated high (and low) geographic opportunities for advertisers. Comcast Spotlight research expertise is geared to transform big data into critical and actionable insights. Features Comcast Spotlight relies on sophisticated quantitative and qualitative applications to provide you with customized research to maximize ROI. The quantitative data from Nielsen, comScore, Kantar and others gives you precise analysis of television viewership, online activity, views into the competitive media landscape and more. MRI, Simmons, Scarborough, Bluefin and various other resources provide extensive qualitative data on consumers, geographies and social media habits to help you make a more informed decision during the media planning process. For more information visit www.comcastspotlight.com RESEARCH Fast Facts No other medium can offer the depth of brand association you receive with Comcast Spotlight. Our network partners like Lifetime, A&E, ESPN, and others supply us with unique opportunities on a regular basis. Promotional Opportunities Overview Comcast Spotlight helps you further extend your brand and product messages through promotional opportunities of various shapes and sizes! Whether you’re looking to gain exposure through sweepstakes, events, cross-platform sponsorships, or just trying to align yourself with top programming brands, Comcast Spotlight helps you set yourself apart in a cluttered world. ore frequently, M advertisers can benefit from cross-platform programs including on-air, online, and on demand sponsorships. Benefits romotions come in all shapes and sizes to fit almost any budget. In most cases, P you will receive additional on-air exposure through co-branded promotional spots. ith new cross-platform programs, you can receive additional exposure on W air, online or on demand – allowing you to extend your message to engaged consumers who actively seek out information and entertainment in these new mediums. Features very promotion offers something different – from on air sweepstakes or online E presence on one of Comcast’s highly-visited web sites, to sponsorship of unique on demand content, we provide it all! ee your sales representative to learn more about promotional opportunities that S directly target your consumer base. Here are just a few examples: —— Lifetime Breast Cancer Awareness —— Discovery Shark Week —— MTV Video Music Awards —— NBCU Olympics For more information visit www.comcastspotlight.com PROMOTIONS Fast Facts Users can’t get enough of IPG: 1% consider the IPG 6 their main source of program information. 45% of IPG users recall seeing advertising for a specific program or sporting event. i-Guide Banners Overview i-Guide banner ads, which appear in the Digital Cable Interactive Program Guide (IPG), have been setting a trend in television advertising. Available to approximately 10 million Comcast Digital Cable subscribers, these quick bursts on the screen can have a big impact on user response. i-Guide banners can promote linear programming (e.g. “watch Mad Men at 10:00 p.m”) or film studio releases. These brief advertising messages provide consumers with detailed information and other viewing options (e.g. parental controls) and will be supplying links to On Demand content in the near future. 83% respond to the ad, with 76% watching the program. Programs advertised on the i-Guide demonstrated 9% higher ratings than expected based on historical trends for these specific programs when they were not advertised. *Source: IPG Usage Study, Lieberman Research Worldwide, July 2007 Benefits Leverage the high visibility and eyeballs that the i-Guide generates. Maximize the power of high advertising tune-in rates. Reach your target audience with a creative, subtle, method of advertising. Associate your brand with cutting-edge entertainment. Features It’s easy. You simply provide the graphics for the banner ad and copy for the various pages, and we take care of the rest. In the near future, you will be able to link to unique long-form content like documentaries and sweepstakes. You can reach a captive audience with powerful i-Guide functions including: Reminder timers Recording Links to long-form content and more For more information visit www.comcastspotlight.com INTERACTIVE TECHNOLOGIES Fast Facts Telescopic spots are more effective than nontelescopic spots across four measures* −−Purchase Intent −−Attitude toward brand −−Attitude toward ad −−Day after recall Telescoping has been shown to have superior ad recall, equal to or better than 3-repeat linear spots.* *Source: Beyond :30, Interactive Institute, 2006 Telescoping Overview Telescoping is an interactive prompt or “overlay” on a TV spot that directly links viewers to On Demand content by pressing select on their remote control. Qualified consumers can quickly and easily view long form video and gather more in depth information on a product or service. Advertisers now have a new, compelling way to tell their story beyond the thirty second spot. Benefits elescoping seamlessly transitions T viewers between linear television and VOD content for more detailed information about a product or service. elescoping provides the opportunity for deeper, qualified engagement T with an advertisers brand by allowing viewers to choose to view longer-form content. ideo On Demand provides advertisers the opportunity to extend the power and V reach of a :30 second spot 24x7. Features small interactive “overlay” rests at the bottom of your commercial allowing for A easy access to your On Demand content. This can be used to link viewers to On Demand channel or directly to a specific video. Three types of interactive overlays are available: −−View Now – one interactive button that will launch a VOD asset immediately upon selection −−View Now or View Later – this provides the viewer with two options: launch the VOD asset immediately or save the ad for later viewing −−View On Demand – one option that will tune directly to a VOD channel (i.e. Searchlight on Channel 888) Multiple ROI metrics aggregated directly from set-top boxes returned to advertisers to ensure effectiveness. For more information visit www.comcastspotlight.com INTERACTIVE TECHNOLOGIES Fast Facts Achieve campaign accountability through the reach of television and the targeting of direct response Generate highly qualified leads from customers who want your products and/or services Interactive overlay spots are more effective than non-interactive spots across four measures* −−Purchase Intent −−Attitude toward brand −−Attitude toward ad −−Day after recall *Source: Beyond :30, Interactive Institute, 2006 Request for Information Overview Request for Information (RFI) is an interactive prompt or “overlay” on a TV spot that allows viewers to request additional information, accept coupons, enter sweepstakes, or product offers by pressing “select “on their remote controls. RFI allows advertisers the ability to truly engage viewers and to generate highly qualified leads for advertised products and services. Benefits he opt-in nature of interactive TV T provides the opportunity for a deeper, more qualified engagement with a brand or service. dvertisers have the opportunity to A send coupons, product samples or brochures to self-selected viewers. dvertisers have the opportunity to send coupons, product samples or A brochures to self-selected viewers. iewer information is provided back to the advertiser for fulfillment, allowing them V to be more efficient with costly marketing materials by only sending to those who have requested them. Shown to be superior or equal to 3-repeat views of general commercials.* Features Interactive overlays allows viewers to respond to product and service offers directly from an advertisers TV commercial. “Overlay” prompt length varies by: —— Length of enhanced spot - :30/:60 second —— Viewer interaction Ability to engage viewers from a :30/:60 second commercial. Available lead generation options: —— Mail —— Phone Lead generation request fulfillment options include: —— Directly to the advertiser and/or client. —— Advertiser and/or client fulfillment vendor —— Comcast Spotlight in-house fulfillment vendor Enhanced metrics that allow advertisers to determine return on investment and guide future plans for advanced advertising. For more information visit www.comcastspotlight.com INTERACTIVE TECHNOLOGIES Fast Facts Interactive overlay spots are more effective than non-interactive spots across four measures* −−Purchase Intent −−Attitude toward brand −−Attitude toward ad −−Day after recall Interactive overlays prompt viewers to take a specific action *Source: Beyond :30, Interactive Institute, 2006 Remind • Record Overview Remind •Record is an interactive prompt or “overlay” on a TV spot that offers viewers the ability to quickly set reminders or record (on their DVR) their favorite television programs by pressing “select” on their remote control. Remind •Record can be used by cable and broadcast programmers to effectively promote upcoming TV series, encourage sampling and create viewing habits. With one easy click during a :15/:30 tune-in ad, a viewer can set a reminder or record the episode or series. Benefits Increase the impact of your tune-in campaign by building awareness, creating desire and impacting ratings. Drive Live and Live + ratings directly from your :15/:30 commercial. Leverage interactivity with your TV creative. Enable and simplify the tune-in “purchase decision”. Features n interactive overlay appears on the lower portion of the screen shortly after the A tune-in spot begins. Prompt overlay options include: —— Setting a reminder —— Setting a recording for a single episode —— Setting a recording for an entire series Campaign reports will provide: —— Total number of interactions —— Total number of reminders set —— Total number of episode recordings** —— Total number of series recordings*** **DVR boxes only *** Only when series recording ID is available For more information visit www.comcastspotlight.com INTERACTIVE TECHNOLOGIES
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