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The Media Kitchen Credentials
 

The Media Kitchen Credentials

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Learn about The Media Kitchen

Learn about The Media Kitchen

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    The Media Kitchen Credentials The Media Kitchen Credentials Presentation Transcript

    • Be Brave Be Inventive Defy Expectations
    • ABOUT US
    • 500+INSURGENTS New York Montreal · Toronto London 3
    • BRANDS WE REPRESENT$500k $3MM $10MM $20MM $35MM $60MM 4
    • FACTS & FIGURES 42% DIGITAL 13% 70%+ SEARCH OF REVENUE FROM 29% OUTSIDE kbs+ TELEVISION 11% 100% PRINT MULTIM0DAL 4% OOH 1% RADIO 5
    • OUR PHILOSOPHY
    • OUR PHILOSOPHY 7
    • AMPLIFYING IDEAS OWNED H SEE PUS Website, Project page, Facebook page, Mobile app, Game, Branded content, Live event D IDEA! Relevance Differentiation Innovations PAID EARNED Online ads, Offline ads Journalists, Bloggers, Social media users CLASSICAL INTEGRATION Source: Jung v. Matt 8
    • COMMITMENT TO INNOVATION
    • “...if one of my own children were to ask me, I would tellthem to try and get a job at The Media Kitchen. Thereason is that it has one of the best cultures forunderstanding the future of advertising and media...” - Joe Mandese, MediaPost 10
    • THE TEST KITCHEN THE MENU May 31, 2009 Put Ad on Web. Count Clicks. Revise. By STEPHANIE CLIFFORDJuly 11, 2010 ON a recent Thursday, Darren Herman, the president of Varick Media Management, was sequestered in his SoHo office. He wasn’t scrutinizing a television ad or images from aMadison Avenue’s World photo shoot. He was combing through graphs and Excel spreadsheets.of Tomorrow Mr. Herman had run 27 ads on the Web for his client Vespa, the scooter company. Some were rectangular, some square. And the text varied: One tagline said, “Smart looks.By STUART ELLIOTT Smarter purchase,” and displayed a $0 down, 0 percent interest offer. Another read, “Pure fun. And function,” and promoted a free T-shirt.WITH technology changing faster than Lady Gaga’sconcert costumes, it is increasingly difficult for Madison Vespa’s goal was to find out whether a financial offer would attract customers, and Mr.Avenue to keep up with the gizmos on which consumerslook at – or avoid – commercials, banners, Web videoand other forms of advertising. 11
    • THE TEST KITCHEN THE MENU May 31, 2009 Put Ad on Web. Count Clicks. Revise. By STEPHANIE CLIFFORDJuly 11, 2010 ON a recent Thursday, Darren Herman, the president of Varick Media Management, was sequestered in his SoHo office. He wasn’t scrutinizing a television ad or images from aMadison Avenue’s World photo shoot. He was combing through graphs and Excel spreadsheets.of Tomorrow Mr. Herman had run 27 ads on the Web for his client Vespa, the scooter company. Some were rectangular, some square. And the text varied: One tagline said, “Smart looks.By STUART ELLIOTT Smarter purchase,” and displayed a $0 down, 0 percent interest offer. Another read, “Pure fun. And function,” and promoted a free T-shirt.WITH technology changing faster than Lady Gaga’sconcert costumes, it is increasingly difficult for Madison Vespa’s goal was to find out whether a financial offer would attract customers, and Mr.Avenue to keep up with the gizmos on which consumerslook at – or avoid – commercials, banners, Web videoand other forms of advertising. 12
    • THE TEST KITCHEN THE MENU May 31, 2009 Put Ad on Web. Count Clicks. Revise. By STEPHANIE CLIFFORDJuly 11, 2010 ON a recent Thursday, Darren Herman, the president of Varick Media Management, was sequestered in his SoHo office. He wasn’t scrutinizing a television ad or images from aMadison Avenue’s World photo shoot. He was combing through graphs and Excel spreadsheets.of Tomorrow Mr. Herman had run 27 ads on the Web for his client Vespa, the scooter company. Some were rectangular, some square. And the text varied: One tagline said, “Smart looks.By STUART ELLIOTT Smarter purchase,” and displayed a $0 down, 0 percent interest offer. Another read, “Pure fun. And function,” and promoted a free T-shirt.WITH technology changing faster than Lady Gaga’sconcert costumes, it is increasingly difficult for Madison Vespa’s goal was to find out whether a financial offer would attract customers, and Mr.Avenue to keep up with the gizmos on which consumerslook at – or avoid – commercials, banners, Web videoand other forms of advertising. 13
    • ONGOING INSPIRATION ON-GOING EDUCATION TMK UNIVERSITY DIGITAL MEDIA CONFERENCE The Media Kitchen presents… Author, Blogger, & Google Analytics Evangelist Avinash Kaushik What: Measuring Success in a Digital World: It’s Different (& More Wonderful!) When: Thursday, September 18th 2:00-3:30 p.m.* Where: Raoul’s Conference Room Why: This session will show you how to use the web to make big bets, lower risk, and improve your revenues along with customer satisfaction. *Please arrive 10 minutes prior to scheduled start time LUNCH ‘N’ LEARN SPEAKER SERIES TMK BOOK CLUB TMK BLOG 15
    • MEASUREMENT INNOVATION
    • FRACTIONAL ATTRIBUTION TOUCHPOINTS ATTRIBUTES CONVERSION FREQUENCY 1 2 3 4 RECENCY 30+ Days 30+ Days 1-2 Weeks 0-1 Hour CHANNEL Site direct Site direct search optimized display FUNNEL STAGE consideration consideration navigational consideration CAMPAIGN retail sept-dec 2011 retail DC Search navigational 1 2011 retail DC money retirement and Y! Finance mutual audience segment planning home page and fund quote results PLACEMENT site optimization - articles 9.1-12.31 | 9.1-12.31 | VEUF13:Clocks - 728x90 300x250 300x250 Microsoft outline inc. SITE Yahoo google VMW (MSN Money) MQS5:Books CREATIVE ETF69:Books 300x250 unknown VEUF13:Clocks - 728x90 300x250 CREATIVE SIZE 300x250 300x250 0X0 728x90 CONTRIBUTION WEIGHTS 0.06 0.12 0.27 0.55 SUM = 1.0 17
    • TARGETING/DEMOGRAPHIC EXPLORATION PLANNING STEWARDSHIP POP CULTURE /Simmons Workhorse MediaTools TREND MONITORING· National Consumer Study (18+) Mintel Premiere World Advertising· Teen Study (12-17) MEDIA BUYING / RATING STEWARDSHIP Research Council Nielsen (National/Local)· Teen + Adult Combined Yankelovich Monitor · Galaxy Explorer· Kids Iconoculture · NSI/Metered Market/LPMs· Local INTERACTIVE / · Strata/ViewMediamark Research (MRI) DIGITAL · ASAP· National Study ComScore · Arbitron · Provides Web user statisticsScarborough· Local Market Detail · Radar MediaMind & Dart · 3rd Party AdServersMonroe Mendelsohn · Core (Direct Response) QuantCast· Households with HHI $100K + · Provides Website statisticsErdos & Morgan COST CONTROL / CHECKS & BALANCES Colligent· Worldwide Professional Investment Community SQUAD · Tracks social relationships on · Spot Television CPP Facebook· Opinion Leaders Survey · Hispanic Spot Television CPP Sysomos· · Spot Radio CPP · Social commentary tracer Compete SRDSACCOUNTABILITY · Surveys consumers to track · Published Rates and Data for Consumer Magazines,Marketing Contacts Audit (MCA) · online behavior ·· VMM Insights ·COMPETITIVE SURVEILLANCE · based on 1 st party dataCompetitive Media Reporting (TNS/MI)· Stradegy/Ad$pender 18
    • CATEGORY CONSUMER TRENDSHarvard Business Review psfkeMarketer Psychology TodayBloomberg Businessweek IconoculturePew Research Center · Provides up-to-the-minute consumer insight snapshotsForrester Canvas8· Details consumer interaction with brands/industries online · Explains human interactions with current trends, innovations, · technology, brands and pop cultureMcKinsey Quarterly Report Contagious· Provides category business trends and marketing tips · talMillward Brown · case studies· WARC· and marketing tips · Consumer research, academic research, case studies and · informational charts for presentationsGallup· Indicates the national consumer pulse through charts and statistics ORIGINAL INSIGHT CrowdtapCONSUMER BEHAVIOR/SOCIAL LISTENING · Allows users to ask a selection of 500 Americans open-ended and · multiple choice questionsGoogle TrendsSysomosRadian6kbs+ Socialites 19
    • WANT TO KNOW MORE? http://www.mediakitchen.tv http://www.slideshare.net/MediaKitchen/ @themediakitchen http://tmkthefridge.tumblr.com/ 45
    • NOW TAKING RESERVATIONS
    • THANK YOU