Jon Schulz of Ford Motor Company at JD Power and Associate Automotive Internet Roundtable
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Jon Schulz of Ford Motor Company at JD Power and Associate Automotive Internet Roundtable

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Jon Schulz of Ford Motor Company at JD Power and Associate Automotive Internet Roundtable

Jon Schulz of Ford Motor Company at JD Power and Associate Automotive Internet Roundtable

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  • 1. Rich Media A Practitioner’s Approach October 18, 2007
  • 2. Rich Media A Practitioner’s Approach October 18, 2007
    • Plan
    • Develop
    • Test
    • Measure
    • Evolve
  • 3.
    • Include BOTH media and production teams
    • Allow time to produce properly
    Plan
  • 4.
    • Not too little, too much
    • Highlight expand
    • Use floating formats
    • Use audio
    Develop
  • 5.  
  • 6.
    • Creative executions
    • Interactions and animations
    • Tagging and data capture
    Test
  • 7.
    • Against campaign objectives
    • Against internal benchmarks
    • Make adjustments as needed
    Measure
  • 8. Evolve
    • Leverage media to syndicate content beyond the OEM site
    • Address key challenges moving forward
  • 9. Evolve
  • 10. Evolve
    • Maximize OEM content investment
    • Rich content where shoppers are shopping
  • 11. What kind of content?
    • Photos
    • Videos
    • Featured demos
    • Vehicle specs
    • Pricing
    • Offers
    • Inventory
    • Dealer info
  • 12. Challenges
    • Align rich media with relevant content areas (e.g., OEM photos in third-party site photo gallery)
    • Revenue model (e.g., rich media serving costs)
    • Standardized content feeds, sizes, etc.
  • 13. Thank You