Receiving & Measuring

Engagement
with
ESCN.TV
 Webinar for Marketers
Agenda
 Introductions
 Challenges / Opportunities of online Marketing
 Goals of ESCN.TV
 Viewers
 Marketers
 Results
 How to learn what is possible
 Questions & Answers
 “Online” Challenges for B2B Marketers
• Growth and Fragmentation of audience / time
• Blogs, Websites, Aggregators
• The web is “crowded”

• Safe and Contextual content to advertise within / around.

• Marketing Solutions are not simple or designed for “your
business”
•

• Display Advertising click through is now .1%

(IAB, DoubleClick)
 “Online” Opportunities
for B2B Marketers

• It is where your audience spends the majority of their time

learning and finding information
•

• Online can create “action” oriented activities to generate

leads, business
• You can time your marketing more precisely
• You can measure the results and adjust
 Did you know?
• June 2009 – Online video consumer spending 7.5
hours per month of video consumption (ComScore)
• Sept 30, 2009 - U.K. – Online advertising
overtakes TV Advertising Revenues (The Guardian)
• 42% of B2B Marketers using online Video
(57% of large organizations) – (Adobe, Brightcove)
• Videos are 53 times more likely than text to appear
on the first page of search engine inquiries (Forester)
 Where is the spend going?
U.S. Advertising Expenditure By Medium (US$ million, current prices)

  2007 2008 2009 2010 2011

Newspapers $128,553 121,636 107,005 102,651 102,866
Magazines 57,789 55,136 49,046 47,549 48,155
Television 178,169 183,277 173,158 179,146 186,573
Radio 38,198 37,361 33,621 33,204 34,041
Cinema 2,287 2,421 2,336 2,472 2,675
Outdoor 30,546 31,395 29,276 29,914 31,792
Internet 41,352 49,994 54,298 60,438 69,695
Total   476,894 481,219 448,740 455,373 475,797
Source: ZenithOptimedia, April 2009
Power of Video
 ESCN.TV Goals
Viewer
• Inform, Educate and Entertain
• Short Story – Magazine / Web for detail
• Anytime, Anywhere, Any device

Marketer
• 1 to 1 marketing solutions
• Sight, Sound and Motion
• Focused engagement in a crowded world
• Turnkey Solutions
• Value for money
• Measurable Results!
Bi-Weekly Email Alert to approx.
9,000 opt-in industry members

One click to Cast Interface Page

Cast Sponsor is the only sponsor on

Email Alert
ESCN TV Cast Viewing
All Banners are click through and stay up the entire 7 – 10 minute cast
 ESCN.TV

Results

• High Engagement per viewer

• High Engagement with brand
• Viewer Feedback via email has been positive

Let’s look at some stats!

 Cast Sponsor – Oct 14 – Oct. 27, 2009

Description Statistic

Total Engagement with Brand 51 Hours

Brand Engagement per Viewer 6:57 Minutes

Not including click through time on site

Viewers of Cast Sponsor brand 438

Click Through on Banner 14

 Cast Sponsor – Oct. 14 – Oct. 27, 2009

Value Comparison ESCN.tv Performance

27.8 times
Engagement 12,176 display ads 6:57 per
the engagement
(time) @ 15 seconds viewer
per viewer

Engagement
.1% click thru 3.2%
32 times
(action) the action

$2.27 per
Cost per booth
Engagement
visitor at trade
visitor 35 times
(value) $2.09 after the efficiency
show = $80
first archive
Average of Cast Sponsor Performance
Last 6 Webcasts
Average Average
Value
ESCN.tv Performance

Engagement 6:45 minutes 27 times the

(time) per viewer engagement per viewer

Engagement 5.54 % click 55 times

(action) through The engagement
 Summary
of Industry and ESCN.tv Stats
• Engaging medium in a crowded world
• True 1 – 1 communication allows for much
higher engagement / activity
• Results are much higher than industry average
due to quality / alignment of content and
audience
• Effective medium to demonstrate, communicate
• Trade show exposure at a fraction of the cost
Marketing Solutions – a la carte
• TV Commercials – 20 – 30 seconds
• Video Advetorials – 60 – 120 seconds
• Product Tours – 60 Seconds
• Banner Ads – Click thru to your site

Marketing Solutions – Packaged

http://advertising.escn.tv/mediacenter/
Marketing Solutions – Custom
• Contests
• Webinars
• Your ideas?
Marketing ESCN.tv
Results
Goals Solution

Exposure
Banner Ads
Branding Branding
Tip of the Week Sponsorship
Click-thru

Commercials
1 – 1 communication
Communicating SPOTLITE (Advetorial)
plus click thru

Website Video Center - NEW 2010

All solutions drive click thru
Lead Generation SPOTLITE
Client Center offers conversion
Contests

Lead Conversion Website Video Center - NEW 2010 Help people buy
 Questions? Demonstrate
Inform
Communicate
Visualize your brand on Educate
ESCN.tv Interest
Bookmark the Schedule
Marketing Solutions Position
Video Client Center Engage
http://advertising.escn.tv/mediacenter/ Motivate