Cable & Broadcast Networks
Starting with our work developing Good Morning America in the 1970s, Frank N. Magid Associates has worked extensively with most major broadcast and cable television networks to develop content, brand, advertising, and corporate development strategies that improve ratings and increase ad revenues. Applying our deep insight into the mindset of television viewers and advertisers, Magid helps networks understand the needs of viewers and advertisers to align content, products, and services with these constituencies, as well as to develop high-impact brand and marketing strategies. In addition, Magid is extremely active helping our clients develop new lines of business that harness the benefits of video on demand, HDTV, 3D television, online video, and mobile video.
Creating an Effective Advertising Pricing Model for a Video On Demand Content Provider
A video on demand (VOD) content provider faced a challenge in pricing its pre-roll, overlay, post-roll, and integrated ads used in its “30 Minute Workout” videos. Lacking more formal, Nielsen-based ad pricing models, Frank N. Magid Associates was engaged to conduct ad recall studies and research the effectiveness of various ad types, ad placement, viewer profiles, and purchase intent. Magid’s results were then shared with potential advertisers to serve as an equivalent to traditional ratings. In providing hard data for the client to use with prospective advertisers, Magid was a key contributor in helping the client price advertising on a platform that previously lacked meaningful viewer and ad effectiveness data.