Rich Media A Practitioner’s Approach October 18, 2007
Rich Media A Practitioner’s Approach October 18, 2007 <ul><li>Plan </li></ul><ul><li>Develop </li></ul><ul><li>Test </li><...
<ul><li>Include BOTH media  and production teams </li></ul><ul><li>Allow time to produce properly </li></ul>Plan
<ul><li>Not too little, too much </li></ul><ul><li>Highlight expand </li></ul><ul><li>Use floating formats </li></ul><ul><...
 
<ul><li>Creative executions </li></ul><ul><li>Interactions and animations </li></ul><ul><li>Tagging and data capture </li>...
<ul><li>Against campaign objectives </li></ul><ul><li>Against internal benchmarks </li></ul><ul><li>Make adjustments as ne...
Evolve <ul><li>Leverage media to syndicate  content beyond the OEM site </li></ul><ul><li>Address key challenges moving fo...
Evolve
Evolve <ul><li>Maximize OEM  content investment </li></ul><ul><li>Rich content where  shoppers are shopping </li></ul>
What kind of content? <ul><li>Photos </li></ul><ul><li>Videos </li></ul><ul><li>Featured demos </li></ul><ul><li>Vehicle s...
Challenges <ul><li>Align rich media with relevant content areas (e.g., OEM photos  in third-party site photo gallery) </li...
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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

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

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

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