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eCMO 2010 The e behind branding
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eCMO 2010 The e behind branding

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By Mr. Kevin Huang, Pixel Media

By Mr. Kevin Huang, Pixel Media

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    eCMO 2010 The e behind branding eCMO 2010 The e behind branding Presentation Transcript

    • “ The e Behind Branding” HKAIM eCMO 2010 Presented by Kevin Huang CEO Pixel Media www.pixelmedia-asia.com
      • The “e” is becoming irrelevant !
      • Media is becoming increasingly digital but traditional will continue to have its place and role
      • Consumers live in an analog and a digital world
      • Consumer experience must encompass all touch points, digital or otherwise
      • Brands are not built in a silo because consumers don’t experience your brand in a single channel.
      Opening Thoughts……
      • A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business (source: Wikipedia – Brand)
      • Brands are not tangible, although products that’s that carry those brands are.
      • Consumers associate with them through their shared values and most importantly experience with the brand and its products/services.
      So what does Branding mean?
      • “ The World’s Local Bank”
      • “ Connecting People”
      • “ make.believe”
      • “ Just Do It”
      Brand Characters reflect in slogans
      • “ Just avoid holding it in that way”
      • Often association with websites, content, audiences that share similar brand attributes with the brand to reflect the brand attributes or messages to consumers.
      • Product Placements, Content Association, Sponsorships and more
      • Online TVC – Pre-Roll or In-Banner Video
      • Display Banners with High Reach and Frequency
      • Social Media Engagement
      How is branding done online?
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    • But what if there was no content that I can associate with ?
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      • CTR ? Clicks?
        • Wrong Channel – use Search Engines for that……
      • Reach and Frequency
      • Engagement is more important
        • Dwell, Time Spent, Positive Engagement Metrics
      • Survey and Brand Study
        • Measure brand attributes, positive re-enforcements, etc
      • Brand Preference and Purchase Intent Changes
      How do you measure branding online?
    • Measuring Online Video
    • Source: ClickZ: http://www.clickz.com/3640790
    • Adsfactor.TV Case Study: Client A % of Actual Video Viewed * Interaction defined as actions such as play, replay, mute, pause, close Metrics Results Campaign period 5 weeks Total Impressions Ran > 12 million Unique Users Reached 2.67 million Average TVC Shown Per Unique User 4.52 Total Interactions / Rate > 35 million / 296% Average Duration of TVC Played (actual) 14.39 seconds (65%) Data from MediaMind Reports
    • Adsfactor.TV Case Study: Client B % of Actual Video Viewed * Interaction defined as actions such as play, replay, mute, pause, close Metrics Results Campaign period 2 weeks Total Impressions Ran > 510,000 Unique Users Reached 226,000 Average TVC Shown Per Unique User 2.3 Total Interactions / Rate > 1.5 million / 305% TVC length 31 seconds Average Duration of TVC Played (actual) 22 seconds (71%) Data from MediaMind Reports
    • Engagement Measurement with Rich Media and Standard Ads
      • Engagement Metrics include:
        • Dwell Rates – positive interaction with ads
        • Time Spent with Ad
        • Reach and Frequency
      • Third Party Ad Servers provide this include MediaMind/Eyeblaster, DoubleClick, Atlas
      • Recent Report from MediaMind/Eyeblaster reveals that:
      How do you measure branding online?
    • How do you measure branding online? Courtesy of MediaMind Research 2010
    • Brand Study; measuring between control and exposed group
    • Q1. Base: all respondents (n=600) Companies seen advertised on the Internet
    • Likelihood using the service of BRAND A Q2. Base: all respondents (n=600)
    • Perceptions of the advertisements Q11-14. Base: all respondents (n=600)
    • Likelihood of using the service of this company in next 12 months ~ by Websites Q2/ W1.. Base: all respondents (n=600)
    • Take your brand further…
    • Through the Line Cross Over Promotion between MSN and Sport B * Online * Offline * Retail * Event * Sales *
    • * Online – Website & Online Advertising
    • * Online - Virtual Dressing Room
    • * Offline – Retail/ In Shop Cross Over Branding with Virtual Dressing Room
    • * Event
    • * Sales: Cross Over T Shirt for Sale $500
    • Through the Line Cross Over Promotion between 3 and Sina Weibo Social * Online * Mobile * Offline * Retail * Event * Sales *
    • * Social
    • * Event & Press Coverage On and Offline
    • * Mobile : Sina Weibo Service on 3
    • * Print and Online Advertising
    • * Sales : $8 unlimited MMS package
      • Your Brand lives in people’s hearts and minds; make it a memorable one
      • Brands are not just slogans and ads; they are customer experiences from the ad to the service / product
      • Measure it correctly; too often brand marketers measure it online using clicks.
      • Long Live your Brand!
      Summary
    • Thank You I can be reached at t.sina.com.cn/kevinhuanghk