Here’s The World of Yesterday, – ONE BRICK WALLcomputing interaction largely walled off and isolated, consumers expecting and experiencing a very functional approach to digital technology with the focus for applications and devices being on singular, isolated tasks.<CLICK> And then THE WALLS CAME DOWN… A new consumer experience that redefines the way that we interact and use technology. Starting with the internet and evolving into web 2.0, social media, mobile, multiple touch and no touch … a compounded effect on what people want and need…when and how they want it, and how we in the marketing and advertising space can join that journey successfully<CLICK> From work to play: Consumers want socially and experientially driven experiences for a world more connected than ever.You are still be in your pajamas and have already caught up on the latest news from your network, checked work email, watched news and checked sports results, and maybe your not even out of bed yet.Consumer expectations are high and immediacy of is critical ..and expected. Interfaces like “live tiles” and hubs present what your into upfront in a format that works for you, and we thought accessing individual apps was new?
I think that a pendulam is a good way of describing our industry todayThere are two very distinct sides of the pendulum.On the one side you have creativity, content, video, TV, print, ooutdoor – a place where traditional brand advertisers have been comfortable. They believe their brands come to life on that side, and they know what they are getting - they have been doing it for decades. On the other side of the pendulum is the world we are more focussed, a data and fact based world where machines can create a plan and exchange inventory, where algorithms are used make decisions. Many marketers are struggling with how to best manage the 2 sides of the pendulum, how do they work together, how much time should be spent on each side ?I think there is a really unique opportunity for Microsoft advertising actually to be right in the middle and that doesn’t’ mean that we are not going to be focused on either one of them – it actually means that we have to excel at both. To create environments that are really enticing for brands to come to life, embrace creativity and work with the creative community, relying on data to be very smart about whatmarketers are doing in our environment, and that’s what the benefit of data. Really I think in order to get brand advertisers to actually swing and start to spend a lot more in digital and we have to realize that we cannot forget the creative and the love affair that consumers have with brands.
That’s our story of the paid, earned and owned media. Social Media is the media that you earn by participating with your customers, which then becomes another channel to communicate with them.Paid media is the advertising that you pay for to reach a large and targeted audience. Earned media is the amplification of paid media to further engage your audience. And Owned Media are those web sites, newsletters and other online efforts that you own and manage. By leveraging other marketing channels, advertisers can amplify social media goals by driving awareness to social media campaigns. Advertisers can leverage paid media to build on social media campaigns and drive the brand story home, to connect with the right audience and to create an interactive and unique brand experience. Paid media allows you as the advertiser to use the feedback you’ve gathered from social media to have a more meaningful conversation. Best of all, you have full control over this message.
Here are some interesting statistics proving that the only way to generate earned media is through paid media:75% of Facebook users polled in September 2010 said that an ad is what spurred them to like a brand. (DDB Worldwide and Opinionway Research, “Facebook and Brands,” Oct 11, 2010)61% of users unsubscribe from a brand due to poor sustained messaging efforts. (DDB Worldwide and Opinionway Research, “Facebook and Brands,” Oct 11, 2010)22% unsubscribe because the information was not interesting. (DDB Worldwide and Opinionway Research, “Facebook and Brands,” Oct 11, 2010)7% unsubscribe because the information was not updated frequently and 32% unsubscribe because they lost interest in the brand. (DDB Worldwide and Opinionway Research, “Facebook and Brands,” Oct 11, 2010)
Welcome to Microsoft Advertising.
Commercial Email Targeting with Domain Targeting:Hotmail Domain Targeting focuses on users who are interested in your company so you can reach them in a relevant environment. Commercial Email Targeting with Industry Targeting:Hotmail Industry Targeting focuses on users who are interested in your industry so you can reach them in a relevant environment.
SLIDE 8: NETWORK Profile targeting allows your clients’ to target consumer groups online based on key characteristics about their profile, such as their age, gender and location as well as by day, time and type of internet connection.Microsoft Media Network is a way to connect with audiences across Microsoft owned and operated properties, either on a targeted or performance basis.Premium Media:Across MSN and Windows Live2. Advanced Technology: Able to reach right audience for clients and optimizes high responded placements3. Better Results: Maximizes results for client with reasonable price and enhance value of inventory for publishers.
Let’s take a look at the DEMO (CLICK TO NEXT SLIDE)
Let’s take a look at the DEMO (CLICK TO NEXT SLIDE)
6<br />Source: The “Facebook & Brands” survey – DDB, 2010 (UK, US, Italy, France, Australia, Chile)<br />“Ads are the primary driver to (Facebook) brand pages, followed by invitations from friends and Web searches”<br />And it’s proven… <br />
Digital Media Brand influence journey<br />TARGETED<br />CALL TO ACTION<br />Microsoft Media Network<br />Active Evaluation<br />(Information gathering, shopping)<br />Moment of Purchase<br />MASS<br />Initial Consideration<br />Microsoft Media Network<br />Loyalty Loop<br />Trigger<br />Post Purchase Experience <br />(Ongoing exposure)<br />SOCIAL<br />Source: McKinsey – The Consumer Decision Journey<br />
Our digital landscape covers: Portal, Video, Social, Network<br /><ul><li>Receptive audiences at the point of influence
Broad reach across multiple touch points</li></ul>8<br />
Introducing the #1 Digital Property<br /><ul><li>#1 email service
Reaches 67% of web users</li></ul>Source: comScore Oct 2010, SG only<br />
The formula of success lies in Extending User Reach<br />Reaches 67% of Singapore’s Internet population<br />Reaches 63% of Singapore’s Internet population<br />Shows that less than 50% of users across MSN and Windows Live actually duplicate <br />2.5 million UUs<br />88% user reach<br />Source: comScore Oct 2010, SG only<br />
Size does matter<br />Source: comScore Oct 2010, SG only<br />
XINMSN – Singapore’s top search term in 2010! <br />Google’s Top 10 Fastest Rising Queries in SG<br />Source: Google Zeitgeist 2010<br />Note: Visualization shows normalized search numbers, which reflect how many searches have been done relative to the total number of searches done on Google over time. <br />
Commercial Email Targeting – Inbox/Read Pages<br />2) Industry TargetingAdvertisers can target users who receive email communications newsletters from their industrythrough the 160x600 skyscraper and reach engaged users interested in their industry to help drive engagement and awareness<br />Domain TargetingAdvertisers can target users who receive their own email communications through the 160x600 skyscraper and reach engaged users of their own brand to help drive purchase intent<br />
<ul><li>“27% of IM users user other Social Networks, but stay on Messenger for that instant communicationwith real-time sharing” Social Media Marketers: Don't Ignore IM”, Forrester Research, Inc., September 2009</li></ul>‘Contacts’ mode<br />‘Social’ or ‘Full’ mode<br />300x250<br />234x60<br />Rich Media Demo:<br />Marquee<br />Interactive Panel<br />300x600<br />SocialAd<br />
KFC on xinmsn<br />Paid Media Earned & Owned Media<br />PAID MEDIA<br />EARNED MEDIA<br />OWNED MEDIA<br />
Homepage + Windows Live Messenger Innovation NIKE<br />
Nike on xinmsn + Windows Live Messenger<br />Rich + Social Media = Boosted brand awareness, engagement & reach<br />Xinmsn – World Cup Channel Homepage<br />(Homepage takeover)<br />Xinmsn – World Cup Channel Run of Site<br />(728 x 90; 300 x 250 with Video)<br />Messenger - Expandable and shareable with Video (Target 16 – 24 y/o)<br />Nike Football SG Facebook<br />