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Advertising Sales
(A media
buyer targets cable systems for local ad insertion)
| Challenge: |
A
media buyer needed to target cable
systems to purchase advertising time on
their client’s behalf. |
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| Solution: |
The
media buyer used MediaPrints cable
boundaries to profile each cable system,
resulting in a targeted list of cable
systems supporting their clients requirements. |
Report
In an effort to maintain a competitive
edge for their client, a media agency worked
with a leading cable programmer to target cable
systems that best suited their client’s advertising
purposes. Possessing only location data, the
buyer required competitive cable systems information
to meet their needs.
MediaPrints
cable boundaries identified which cable systems
existed within all markets, the number of
basic subscribers, and which counties and
zip code boundaries that existed within each
cable system. Key data about each system’s
operation gave the media buyer the ability
to profile each system, select cable systems
for the purchase of local ad time, and estimate
the number of DMAs needed to meet their clients
requirements.
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Case
Studies
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Affiliate Sales
(Harnessing
visitor influence on your website)
| Challenge: |
The
affiliate sales team at a start-up cable
channel needed to automate letters requesting
carriage for a particular program, to
cable systems’ programming groups. |
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| Solution: |
MediaPrints
was used to help website visitors select
their local cable provider, and produce
a personalized letter expressing interest
in channel content. |
Report
Realizing that requests from potential viewers
carry more weight with cable system executives
than a box of air, a popular cable channel harnessed
the power of their website by encouraging potential
viewers to request that their local systems carry
the channel.
The
MediaPrints Zip Code translation table was
used to initiate their affiliate sales objectives.
Customers entered their name, address, and zip
code, and selected their cable system. A personalized
letter was produced for the visitor to print
and mail. Finally, MediaPrints Zip Code file
provided the system’s contact information, including
the manager’s name, to complete the process.
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Case
Studies
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Customer
Analysis and Profiling
(Protecting
the Base)
| Challenge: |
As
part of their telecommunications strategy,
a long distance provider required data
to perform analysis and profiling of
customers within their cable systems’ footprint. |
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| Solution: |
MediaPrints
Cable system boundaries, Zip Code and
Block Group translation files were
used to aggregate customers and revenue
within the service areas of their cable
systems. |
Report
As competition
increased among telecommunications companies,
a long distance provider recognized the increasing
need to protect the base of its current customers.
They had extensive databases on customers
with location information, a history of expenditures,
and information on product subscriptions,
but they were lacking a method to target
the most valuable customers within that database.
The company considered principal factors
such as, customers who “spin” or churn to
receive checks or incentives for switching,
compared to long tenure customers; customers
who spend less on long distance service are
not as prominent as high usage customers;
and customers, who are unlikely to adopt
new services such as DSL, might not be as
effective for marketing new services or products
in the future.
MediaPrints
cable boundaries were used to demonstrate
the vulnerability of customers within their
cable systems’ footprints. Cable systems
were analyzed to examine the profile of the
customers who lived in the service area.
Finally, using MediaPrints zip code and block
group translation files, customer records
were flagged with competitive cable system
information. This key information gave the
long distance provider the ability to target
prominent markets with retention offers.
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Case
Studies
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Business
and Market Planning
(A wireless provider supports their investment)
| Challenge: |
Because
of interference on the 700 MHz spectrums,
a wireless provider needed
to target UHF stations to purchase,
and migrate the programming from
the UHF station to cable-only programming
within the DMA. |
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| Solution: |
The
footprint of the UHF stations was
matched to the MediaPrints Block
Group translation file, then used
to profile population counts within
each MSO. |
Report
Wireless licenses represent a major
investment for wireless companies. As more
spectrum gets auctioned, companies must evaluate
if they can build a business case to support
the investment. UHF channels in certain channel
positions can interfere with the 700 MHz spectrums.
One proposal to solve this business problem
was to purchase UHF stations and migrate their
programming to cable only services.
One
wireless provider used MediaPrints to support
their business case. The MediaPrints
Block Group translation table and Warren
Communication News’ Grade A and B TV contours
produced and aggregated a separate table,
which identified the cable system covering
the majority of the people within the UHF
TV contour. This generated a list that was
passed to the affiliate sales team to negotiate
carriage.
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