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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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  • 1. “ The e Behind Branding” HKAIM eCMO 2010 Presented by Kevin Huang CEO Pixel Media www.pixelmedia-asia.com
  • 2.
    • 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……
  • 3.
    • 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?
  • 4.
    • “ The World’s Local Bank”
    • “ Connecting People”
    • “ make.believe”
    • “ Just Do It”
    Brand Characters reflect in slogans
    • “ Just avoid holding it in that way”
  • 5.
    • 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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  • 16. But what if there was no content that I can associate with ?
  • 17.  
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  • 19.
    • 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?
  • 20. Measuring Online Video
  • 21. Source: ClickZ: http://www.clickz.com/3640790
  • 22. 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
  • 23. 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
  • 24. Engagement Measurement with Rich Media and Standard Ads
  • 25.
    • 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?
  • 26. How do you measure branding online? Courtesy of MediaMind Research 2010
  • 27. Brand Study; measuring between control and exposed group
  • 28. Q1. Base: all respondents (n=600) Companies seen advertised on the Internet
  • 29. Likelihood using the service of BRAND A Q2. Base: all respondents (n=600)
  • 30. Perceptions of the advertisements Q11-14. Base: all respondents (n=600)
  • 31. Likelihood of using the service of this company in next 12 months ~ by Websites Q2/ W1.. Base: all respondents (n=600)
  • 32. Take your brand further…
  • 33. Through the Line Cross Over Promotion between MSN and Sport B * Online * Offline * Retail * Event * Sales *
  • 34. * Online – Website & Online Advertising
  • 35. * Online - Virtual Dressing Room
  • 36. * Offline – Retail/ In Shop Cross Over Branding with Virtual Dressing Room
  • 37. * Event
  • 38. * Sales: Cross Over T Shirt for Sale $500
  • 39. Through the Line Cross Over Promotion between 3 and Sina Weibo Social * Online * Mobile * Offline * Retail * Event * Sales *
  • 40. * Social
  • 41. * Event & Press Coverage On and Offline
  • 42. * Mobile : Sina Weibo Service on 3
  • 43. * Print and Online Advertising
  • 44. * Sales : $8 unlimited MMS package
  • 45.
    • 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
  • 46. Thank You I can be reached at t.sina.com.cn/kevinhuanghk