MAD MEN 2013:

How agencies are adapting to the times and trends

of a multi-screen world

John CollinsManaging Director, Broadcast and iTV

Media Storm

Mike DonahueEVP, Strategic Partnerships

4A’s

Chip MeehanVP, Content Partnerships

Comcast Media 360

Ken NippesVP/Media Director

Cramer-Krasselt

Greg SianoEVP, Director of Media Services

Tierney

Will media buying across

screens:

a) Remain siloed?

b) Become streamlined with

a single buyer?

Greg Siano

Tierney

Media buying across screens will:

o Remain siloed

o Become streamlined with a single buyer

Media buying across screens will:

o Remain siloed

o Become streamlined with a single buyer

Online Survey Results:

Will media buying across screens…….?

Become Single

Buyer=75.5%

Remain

Siloed=24.5%

Become Single Buyer

75.5%

Remain Siloed

24.5%

Who is best positioned

to deploy multi-screen

integration?

a) Network TV Buyers

b) Spot TV Buyers

c) Digital Buyers

d) Agency Planners

e) Clients

Ken Nippes

Cramer-Krasselt

Online Survey Results:

Who is best positioned to deploy multi-screen

integration?

Spot TV

Buyers=38%

Agency

Planners=28%

Digital

Buyers=18%

Network TV

Buyers=14%

Clients=2%

Network TV Buyers

14%

Spot TV Buyers

38%

Agency Planners

28%

Digital Buyers

18%

Clients

2%

Will CPPs and GRPs be

replaced by CPMs and

impressions?

a) Yes

b) No

John Collins

Media Storm

Will CPPs and GRPs be replaced by CPMs

and impressions as the currency for buying

multiple screens?

o Yes

o No

Will CPPs and GRPs be replaced by CPMs

and impressions as the currency for buying

multiple screens?

o Yes

o No

Online Survey Results:

Will CPPs and GRPs be replaced by CPMs

and impressions as the currency for

buying multiple screens?

Yes=73.6%

No=26.4%

Yes

73.6%

No

26.4%

Should an impression on

one screen be valued the

same as an impression

on a another screen—

assuming the same

audience is targeted?

a) Yes

b) No

Chip Meehan

Comcast Media 360

Online Survey Results:

Should an impression on one screen be

valued the same as an impression on

another screen?

Yes=56.6%

No=43.4%

Yes

56.6%

No

43.4%

Should cable operators

leverage set top box

data to advertisers?

a) Yes

b) No

Mike Donahue

4A’s

Should cable operators leverage set top

box data to advertisers?

o Yes

o No

Should cable operators leverage set top

box data to advertisers?

o Yes

o No

Online Survey Results:

Should cable operators leverage set top

box data to advertisers?

Yes=67.3%

No=32.7%

Yes

67.3%

No

32.7%

Is your agency

stewardship vendor set

up to handle advanced

advertising campaigns?

a) Yes

b) No

John Collins

Media Storm

Online Survey Results:

Is your agency stewardship vendor set up

to handle advanced advertising

campaigns?

Yes=62%

No=38%

Yes

62%

No

38%

How critical is it for

agency stewardship

platforms to support

new ad products?

a) Very

b) Somewhat

c) Not important

Mike Donahue

4A’s

Online Survey Results:

How critical is it for your agency stewardship

platform to support new ad products?

Very=75.5%

Somewhat=22.6%

Not important=1.9%

Very Important

75.5%

Somewhat

22.6%

Not important

1.9%

How important is campaign

ROI measurement as

justification for shifting

budgets to new media

platforms?

a) Very

b) Somewhat

c) Not important

Ken Nippes

Cramer-Krasselt

How important is campaign ROI

measurement as justification for shifting

budgets to new media platforms?

o Very important

o Somewhat

o Not important

How important is campaign ROI

measurement as justification for shifting

budgets to new media platforms?

o Very important

o Somewhat

o Not important

Online Survey Results:

How important is campaign ROI measurement as

justification for shifting budgets to new media

platforms?

Very=69.2%

Somewhat=26.9%

Not important=3.8%

Very Important

69.2%

Somewhat

26.9%

Not important

3.8%

Should the cost of ROI

measurement be

charged separately or

folded into the media

budget?

a) Separate expense line

b) Included in the cost of

media

Greg Siano

Tierney

Online Survey Results:

Should the cost of ROI measurement be

charged separately or folded into the

media budget?

Included in the cost

of media=66%

Separate expense

line=34%

Included in media

66%

Separate

34%

Online Survey Results:

Rate the following in terms of strategic

importance to your media plans:

Average Rating (1-10)

Advanced Data/Analytics 7.92

Branded Content 7.75

Mobile 7.49

Multi-Screen Integration 7.37

Addressability 7.34

Tablet 7.34

Interactivity 6.98

Video On Demand 6.29

Online Survey Results:

Rank the following in terms of strategic

importance to your media plans:

Average Rating (1-10) “Extremely Important”

Advanced Data/Analytics 7.92 34%

Branded Content 7.75 17.6%

Mobile 7.49 17%

Multi-Screen Integration 7.37 15.7%

Addressability 7.34 26.4%

Tablet 7.34 13.2%

Interactivity 6.98 11.5%

Video On Demand 6.29 5.8%

MAD MEN 2013:

How agencies are adapting to the times and trends

of a multi-screen world

www.comcastspotlight.com/takefive