1. Philip M. Cohen
CARE Media Holdings
November, 10, 2010

2. Optimizing Advertising Buys
Eyeballs
Recall
Are they Buying?
OR
Either Way, You Need to Prove It!

3. Because, Advertisers are Buying Results
 Content delivers Recall
 Content delivers Impressions
for the ad-supported network operator…
 Content generates Revenue
Content is the Resultsdriver:
And in any event…

4. Why Content Matters
Content is what drives
media experiences across
all screens: computer, TV,
mobile and Digital OOH.
The right story
(messaging) delivered in
the right way can make
the viewer take action in
whatever way you want
them to.
Compelling content
builds audience
engagement and the
opportunity to attract
advertiser funding.

5. Effective Content Planning
Identify the
right content
partner
Develop a
sustainable
content strategy
& management
plan
Appeal to
audience
specific needs,
values, culture,
emotions
Keep message
delivery fresh,
compelling and
visually
engaging

6. How Can We Measure Up?
As an industry we are now
auditable, reportable and visible.
We must own it and continue to:
 Deliver dynamic, quality content that
secures top of mind awareness and recall
 Utilize third party demographic
reporting (Arbitron/Nielsen), to prove
the efficacy of digital place-based
performance and get the attention of
media buyers

7. Moving from Traffic To Audience
A More Valuable Media Currency
GROSS VENUE
TRAFFIC
PRESENT IN THE
NETWORK ZONE NOTICE
NETWORK
DWELL TIME
AD
ROTATION
DURATION
LESS VALUABLE $ MORE VALUABLE $
= AUDIENCE IMPRESSIONS

8. Network 4-week Schedule Period
Venue Traffic (000) 193,000
% in Network Zone x 85%
% Notice Network x 58.8%
Network Audience (000) = 96,461
Network Dwell Time/Ad Rotation Duration
(5.2/6 = 86.7 , where dwell time and ad rotation duration expressed in mins)
x 86.7%
Audience Impressions (000) = 83,631
Audience Impressions Calculation in
Sales Practice:
An Example of What to Look For
Clear, easy
to follow
Source: Reputable Research Inc. Qualifications/Disclosure form available on request.
Well sourced with offer of full
disclosure
Audience Impressions Calculation in Sales Practice:
An Example of What to Look For

9. Arbitron Evaluation PetCARE TV

10. 5 Key Takeaways
 Advertisers are “buying” results
 Be clear about their goals for DOOH advertising
 Define your success metrics
 Require proof of network advertising effectiveness
 Ensure the network has professionally created,
relevant content

11. Contact
Philip M. Cohen
President / CEO
CARE Media Holdings Corp.
5652 W. Waters Ave., Suite E
Tampa, FL 33634
(813) 888-7330
pcohen@caremediatv.com
www.caremediatv.com
www.cohenoncontent.com