SeeSaw Networks - Digital Advertising (Kraft)
Uploaded by
BayCreativeSeeSaw Networks - Digital Advertising (Kraft)
Uploaded by
BayCreativeKraft
Frank Suljic, Vice President of Sales
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Leverage The Venue
Brand
Treatment:
Awareness
General brand message
On-The Treatment:
Go Include call to action –
Engage
Snack Treatment:
Times Tell a story – Gain hearts
and minds
Ready to buy:
Point
P i t off
Drive decision –
Purchase
Provide offer
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Contextual & Relevant
Messaging
Focus on activation Product facts
‘Convenient
Convenient & ‘Basis
Basis of great
Easy’ snacks’
Grocery Stores Bookstores
Synchs with her life Appeal to snack mindset
‘Have a treat…’ ‘Flavorful &
‘Enjoy life…’ delicious’
Gas Stations Health Clubs
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
40+ Networks & 30+ Categories
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Supporting Sound
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Alpha
p Mom Snackers
are in Bookstores*
163 Index against general adults
Alpha Mom Snackers are 63% more
likely to be in Bookstores* than general
adults
d l
20.3% of all Alpha Mom Snackers
(3,083,712) are in Bookstores*
10 8% off adults in Bookstores** are
10.8%
Alpha Mom Snackers
*BordersTV Network
**Study: Scarborough USA+ 2008 Release 2 (12 Months only)
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Day Parting for Networks
Vendor Day Parting Vendor Day Parting
Bars & Restaurants Health Clubs
Bookstores - BordersTV Juice Bars
Cafes & Restaurants Retail - Video Rentals
Cafes- Einstein Bros. Bagels Sports - Horse Racing
Casino Hotels - Excalibur/Luxor (Las Sports - Retail - The Athlete's
Vegas) Foot
Coffee Shops
p - Coffee Bean & Tea Leaf Sports
p Bars
Sports Events - Minor League
Coffee Shops – Tully’s
Stadiums
Convenience Stores Sports Events - MLB Stadiums
Sports Events - NASCAR
Dental Offices
R
Races
Doctor's Offices Sports Events - NBA Stadiums
Gas Stations Sports Events - NFL Stadiums
y - Aisles
Grocery Transit - Commuter train
(D ll Ft Worth)
(Dallas W th)
Grocery - Associate Transit - Ferry Terminals (NY)
Grocery - Checkout Veterinary Clinics
Grocery - Shopping Carts Wine & Spirit Stores - RDS
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Tweaking the Dials
Q1 Q2 Q3 Q4
Branding Med High Low High
On-The-Go Low Med High Med
Snack Times Med High Med Low
POP Low High Low High
Total 20% 30% 20% 30%
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Measurement & Currency
The number of people The percentage of The total number of
who pass by a screen people notice the impressions delivered
within a zone advertising over time
Example location:
1,000 people/week 40% awareness 400 impressions/week
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Engaging Alpha Moms
Engaging Alpha Moms with digital out-of-home media
Awareness
68 Percent of Alpha
p Moms who are aware of advertising
digital signage
g on
Base: last 12 months; general adults 62%
Attention Level
49 Percentage of Alpha Moms who report that they pay
attention to advertising on the following media
Base: last 12 months; general adults 44%
Action
36 Percent of Alpha Moms who took action after seeing
advertisements on digital signage
Base: last week; general adults 36%
Source: SeeSaw Networks – OTX Digital OOH Media Awareness & Attitude Study 2007
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Likelihood to Respond via Text
Percentage
g of Alpha
p
Moms likely to text a
response to a compelling Offers found compelling
offer seen on digital Promotional offers 31%
signage
Contests 28%
Music 22%
Information 21%
26% Special events 21%
Ring tones 19%
Games 11%
and for General Adults
Wallpaper 11%
Music videos 8%
23% Video games 7%
Videos 7%
Base: Among those who use their cell phones for text messaging
Source: SeeSaw Networks – OTX Digital OOH Media Awareness & Attitude Study 2007
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Personality
Percentage of respondents. Alpha Moms shown in blue,
general adults shown in gray.
gray
55%
“I like to travel”
38%
“I consider my 54%
family first” 35%
“I care about the 38%
environment” 30%
“II consider myself 29%
religious” 22%
“I like to volunteer” 19%
13%
“I enjoy purchasing 19%
fashion products” 10%
Base: Among those that have seen ads in the media in the past 12 months
Source: SeeSaw Networks – OTX Digital OOH Media Awareness & Attitude Study 2007
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Campaign Categories
Bars Health Clubs
Restaurants Retail Entertainment
Dental Offices University Campuses
Executive Airports Veterinary Clinics
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Quality
Ensuring quality one network at a time - 5 step
qualification process
1. Audience & Life Patterns
2. Locations & Screen Placement
3. Content & Programming
4. Technology & Operations
5 Compliance & Testing
5.
N
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Planning Your Campaign
Ideate ¼ Optimize ¼ Buy ¼ Live ¼ Complete
¼ 30+ Categories
¼ 40+ Networks
¼ 50M+ Impressions
¼ 200+ DMA
DMAs
¼ Common Currency
¼ Life
Lif Patterns
P tt
¼ Easy Interface
Copyright © 2009 SeeSaw Networks, Inc. All Rights Reserved
Spark Overview
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