Articles and White Papers

Benefits of Bundling: Integrating Cable and Online Advertising

In the persistent pursuit of qualified consumers, today's marketers require advertising strategies and methodologies that are targeted, timely and affordable.  Cable television, when integrated as part of a comprehensive marketing plan, is helping companies of all sizes to reach sales objectives, build brands, and deliver relevant product information.

As an advertising medium, cable enables precise targeting by demographic, ethnicity, product usage, and geography.  Through tailored advertising schedules, cable offers marketers a unique opportunity to showcase customized content on world-class cable brands.  In addition, TV engages viewers with an exciting sensory experience, combining sight, sound motion, and emotion.  For driving consumer decision, there's still nothing quite like television.

But while cable television remains one of the more effective channels for reaching the customers most likely to buy a product or service, leading marketers are leveraging investment across an integrated portfolio of solutions.  When bundled with cable advertising, online marketing delivers a compelling complement to TV and enables greater access to today's digital consumer.

The Case for Bundling

Besides offering a uniquely effective channel for targeting and reaching consumers, cable television is helping companies create comprehensive marketing solutions to compete and win in an evolving marketplace.  New technologies offer new digital platforms for advertisers - and that translates to more detailed targeting and the timely delivery of more customized messaging.  Integrated online advertising is increasing the effectiveness of cable TV campaigns.

Cable operators are America's largest Internet service providers (ISPs), and their ad-supported sites consistently rank in the top 10 for total visits in local markets.  Heavy user traffic leads to extremely large local audiences and a cost-effective medium for targeting a desirable demographic.

An integrated media bundle, with cable television and online components, delivers extensive benefits to marketers.

Expansive Reach.  Cable advertising offers affordable access to some of the most watched brands on television, and integrated online marketing complements that exposure with large local audiences, strong traffic figures, and high quantities of repeat visitors.

Consistent Messaging.  An integrated online campaign enables marketers to reinforce the product messaging delivered on cable.  A bundled solution delivers greater and longer lasting impact - increasing brand and product exposure, strengthening brand image, and increasing customer loyalty.  

Immediate Response.  Online advertising enables marketers to target consumers with specific product offers and promotions - and a clickable call-to-action.   The highly responsive nature of online advertising leads to immediate response and trackable results.

Precise Targeting.  Online advertising offers detailed usage reports that measure consumer response right down to unique IP addresses.  Results enable more refined offers and more precise targeting.

My Connection from Cox Media

As a leading provider of data-driven, results-oriented marketing solutions, Cox Media delivers highly integrated traditional and digital media campaigns.  At the center of the company's online offering is the My Connection microsite.  My Connection is an interactive portal for Cox High Speed Internet customers.

It offers an inspiring, user friendly environment to target, engage, and inform valuable Cox subscribers.  My Connection delivers a compelling and cost-effective platform for marketers.

My Connection is popular. Consistently rated as a top local site in Cox markets, My Connection delivers an audience of approximately 6.5 million unique visitors and over 143 million page views each month.¹  Fully 30% of Cox High Speed customers utilize My Connections as their homepage.  That means big opportunity for advertisers.

My Connection is relevant.  My Connection offers a dynamic user experience and meaningful content to visitors, including account information, entertainment, news, and the latest media.  Relevant and up-to-date information translates to repeat visitors.  Volume plus frequency equals a winning formula for marketers.

My Connection is effective.  As part of an integrated marketing solution, My Connection provides an affordable platform for reaching the most desirable demographics.  By placing only one or two ads per page - most above the fold - the site offers focused attention for marketers.  And detailed usage reports deliver an accurate and actionable measure of ad effectiveness.

An integrated bundle of television and online advertising provides maximum Return on Investment for marketers.  With a diverse range of programming options and a high-performance digital media portfolio, cable delivers qualified consumers and bottom-line sales results.  To learn more about My Connection and the benefits of bundling, please contact your local Cox Media representative on coxmedia.com.

¹ ComScore 2008 Monthly Average.