Cross Operator Field Trial Desired Offering Do Not Tell Warren I got this May, 2006 AdLab Phase 2.

Cross Operator Field Trial

Desired OfferingDo Not Tell Warren I got Do Not Tell Warren I got thisthis

May, 2006May, 2006

AdLab Phase 2

2© 2006 DiMA Group AdLab Program Confidential & Proprietary

Agenda Desired Base Level Functions

–Description–Examples

“Nice to Have” Features–Description–Examples

Reporting Structure Timeline


Base Functions Desired

Telescope– From ad– From program– From Navigation

Overlays from and to support – From

Ads Programs

– Supports Polling Survey RFI


Telescopes & Overlays can enable the following scenarios:(Some may be features not available in all systems)


Linear and VOD promotion play an important role in driving traffic into an advertisers product showcase in VOD

– Seeking cross operator opportunity to test

Telescopic triggers

Broadcast Promotion

Navigation & VOD NETWORKS

GM Vehicle Showroom in VOD

1. Broadcast commercials Telescope from linear spots into

advertiser product showcase

2. Menu and video ads within VOD VOD pre/mid/post-roll ad units Telescope from menu ads


Telescope to long-form & content bookmarks

Long-form ContentLinear Broadcast w/trigger

– Starting Point: Linear broadcast commercials

– National and local avails– Advanced TV Capability:

Click-to-long-form Bookmark (may not be available

in all 3 systems)– Scope:

Broadcast commercial overlay that links to long-form content

Bookmark allows consumer to save to favorites


Navigation & grid banner ad units

GM Vehicle Showroom in VOD

– Starting Point: Cable MSO Navigation

– Advanced TV Capability: Navigational ad units / grid ad units

– Scope: Enable consumers to click from

navigational ad unit to visit an advertiser product showcase

Targeted ad units – category specific


Telescoping from Show Content

Telescoping from show contentto extended content


Local Content ExtensionsGM Vehicle Showroom in VOD

• Offer a local folder within the advertiser VOD offering• Locally focused content and promotionally driven video assets• Display/updated vehicle inventory• Look to support local efforts by tagging local spot cable to drive traffic into the

VOD Showroom

Addition of a local dealer folder to house local content

Starting point:• Advertiser product showcase

Advanced TV Capability:• Local VOD offering

Scope:


Overlays can support the following scenarios:


Overlays

Overlay to:1. trivia game from programming

content2. RFI from ad content3. 2-3 choice survey from

ad or program content

Starting Point: • Program or ad

Advanced TV Capability: • Overlays with 2-3 results

Scope: • Enable consumers to click from program or ad to brand re-enforcing /RFI sequence• Targeted ad units – may be category specific


Advanced (Nice to have) Features

Bookmarking–From linear programming–From showcase

Targeted RFIs


Bookmark from linear broadcast commercialLinear Broadcast w/trigger

– Starting Point: Linear broadcast commercials

– National and local avails– Advanced TV Capability:

Bookmark– Scope:

Broadcast commercial overlay that enables opt-in to long-form content– Click ‘now’ – to ‘view later’

Bookmark allows consumer to opt-in an advertiser experience– Video experience is saved to

favorites


Bookmark from within advertiser product showcase

– Starting Point: Advertiser product showcase

– Advanced TV Capability: Bookmark

– Scope: Enable bookmark capability for

each asset within an advertisers product showcase

Benefit – equates to consumer favorites and would serve to

streamline the shopping experience

Long-form ContentAdvertiser Product Showcase


Local Content ExtensionsGM Vehicle Showroom in VOD

• Request for Information• Store locator• Search tools

RFI, Dealer Locator, Search Tools Starting point:• Advertiser product showcase

Advanced TV Capability:• Local VOD offering

Scope:


Reporting/Tracking Needs


Phase 2 Tracking/Reporting

1. Weekly consistent Cross MSO basic data reporting delivered 30 days after run

2. Pre-post intercept qualitative research opt-in segregated by advertiser brand

3. Click data to each advertiser/programmer

4. Cross project roll-up at end of trial


Timeline


Timeline May 10

– Key parameters of cross MSO offering

June 19– Detailed offering list available

to all AdLab participants– Preliminary

Research/Reporting overview July 28

– Preliminary Advertiser/Programmer commitments

– Comcast system commitment August 14

– Detailed research plan– Operational processes

finalized

October 2– Final

Advertiser/Programmer commitments

– Research contracts finalized

December– Optional Beta testing

January 1– Trial begins– First trial feedback + 30

days March 31

– Trial concludes April 23, 07

– Results published

Cross Operator Field Trial Desired Offering Do Not Tell Warren I got this May, 2006 AdLab Phase 2.

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