《數位行銷學院》2011數位行銷年度經典完全公開 12/16上課簡報檔 Presented by 智威湯遜廣告董事總經理 鄧博文Evan

4. Direct SP
TVC
PR/Event
Core Internet
Idea
Radio
OOH
NP/MG

6. 42% Online
25% TV
12% Radio
12% Print
10% Mobile Source: Google Touchpoints Consumer Survey

7. 76%

8. …
Brand
Us

10. Power of Media
Power of Ads
Power of People

11. JWT’s PHILOSOPHY
JWT

12. JWT’s PHILOSOPHY
, “ ” ;
…
Today, consumers won’t spend time on things that will
“interrupt” their life.
They want to see some creativity that they can….

13. JWT’s PHILOSOPHY
ENGAGE
Our communication need to creative a proactive engaging by consumers!

14. JWT’s PHILOSOPHY
“ ”
“TIME Philosophy”
Consumers want to spend more time on your brand

16. Thinking

17. Thinking

18. Insight
CVS

19. Proposition

20. How?
Online
Ads
Surpass
TV
Ads
In
Recall,
Likability1
70%
53%
35%
Online
Video
Ads
18% TV
ads
0%
General
Recall Brand
Recall Message
Recall Likability
Source:
1Nielsen
IAG
(April
2010)
–
‘Looking
at
Li>:
Inside
Online
Video
AdverCsing;’
2YouTube
internal
data
20

21. Solution
TVC+Viral Video?

22. Viral Video ?

23. Youtube Top20
搞

24. Viral Video

25. Viral Video
- Youtube
2 2

26. Viral Video
- Product demo

27. Viral Video
-

28. Viral Video
- TVC 5
(SONY
VAIO)
+
( )
=8,953

29. ?!!
Viral Video
p CPC (Cost per Click)
n
785 Click x NT$20/click
= NT$157,000,000

30. Viral Video

31. Execution
12/28 2/8 4/5 5/3 7/24
11

32. Execution
12/28 2/8 4/5 5/3 7/24
11

33. • 22
• Let’s café 1225

34. 25