Cross-Platform Advertising: Unlocking Your Story

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We take a deep dive into transmedia and platform discussions for you to create great concepts and advertising with.

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Cross-Platform Advertising: Unlocking Your Story

  1. 1. Cross-Platform Advertising: Unlocking Your Story isummit 2012 © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  2. 2. Hi.© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  3. 3. Owned, Earned & Paid Media Models: Defined Owned Earned PaidCollateral & Direct Public Relations Print AdvertisingResponse Word-of-Mouth Advertising NetworksWeb, Mobile & Tablet Speaking Engagements Paid SearchBlog & Video Content Awards, Recognition AffiliateSocial Media Channels Search Engine Co-Op & AdvertorialsEmail/SMS & Lists Optimization SponsorshipsLocation Marketing Social Distribution Specials & CouponsCustom Apps Customer Support Outdoor & Trade ShowsIntellectual Property Buzz/Viral/Mass Opinion IntelligenceCampaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling • UI/UX Testing • Optimization • Progressive Refinement © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  4. 4. Cross-Channel Is (most often) A Paid Channel • Print Advertising • Advertising Networks • Paid Search • Affiliate Advertising • Co-Op & Advertorials • Sponsorships • Specials & Coupons • Outdoor & Trade Shows © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  5. 5. Are You Connected Across The Right Platforms? © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  6. 6. Are You Connected Across The Right Platforms? © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  7. 7. Media Digestion© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  8. 8. So Much Better?© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  9. 9. Status Quo 2000600 © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  10. 10. Businesses with 40+ different landing pages/offers generate10X more leads than those with five or fewer landing pages,and those with 200 or more total blog posts generate 3.5Xmore leads than those whose blogs have 20 or fewer posts. Econsultancy © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  11. 11. Transmedia© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  12. 12. Transmedia: Storytelling SOCIAL/ MOBILE/TRADITIONAL ONLINE REAL WORLD © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  13. 13. Transmedia Story Architecture© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  14. 14. Defining The Story ArchPREP PRE DURING POST RETAIN © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  15. 15. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTH STORY ARCHITECTUREPREP PRE DURING POST RETAIN © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  16. 16. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTHPlatforms & Tactics STORY ARCHITECTURE PREP PRE DURING POST RETAIN © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  17. 17. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTH STORY ARCHITECTUREPREP PRE DURING POST RETAIN © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  18. 18. Defining The Story Arch MONTH MONTH MONTH MONTH MONTH MONTH MONTH v2. OPTIMIZE STORY ARCHITECTUREPREP PRE DURING POST RETAIN © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  19. 19. Dwell Time Vs. ValueADS ALTERNATES POLLS FACEBOOK APPS FACEBOOK MOBILE GROUPS & TELEVISION/ COMMUNITIES PROMO ON-DEMAND TWITTER MULTI CHANNEL BROWSER-BASED/ GAMING APPLICATION UGC MOBILE ADSBLOG © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  20. 20. Technology Vs. Usage LongevityEVENT BASED TRANSIENT SOCIAL LIFESTYLETECHNOLOGY TECHNOLOGY TECHNOLOGY TECHNOLOGY © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  21. 21. Campaign Technology In Real-World Deployment © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  22. 22. Campaign Technology In Real-World Deployment © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  23. 23. Key Takeaways • Deploy tactics to a story, not retrofit a story around tactics • Deploy your technologies progressively over a timeline – DON’T FRONT-LOAD! • Make sure that all your chosen platforms are telling the story • Gauge you budgeting on user expected user participation • Extend your digital efforts into the real-world consumer path • Optimize, optimize, optimize! © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  24. 24. Questions & AnswersFor more see: justicemitchell.com Engagement: @justicemitchell justicemitchell@gmail.com © 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

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