Presentation for SES Chicago, 8 December 2008 Ashley J. Swartz, CEO of North America Ag8

Ag8

Open Source, Real Time Media Search insight through stories Transmedia

Transmedia

How, when and where to attribute revenue gains in search and display. Why does search get all the credit?

How, when and where to attribute revenue gains in search and display.

Search gets all the credit…its human nature Display is an art, not a science Price transparency is tough in display Search is more data driven, and linear in nature Search is more risk averse; both in execution and in cost of entry Engagement; creative vs. media strategy

Display is an art, not a science

Price transparency is tough in display

Search is more data driven, and linear in nature

Search is more risk averse; both in execution and in cost of entry

Engagement; creative vs. media strategy

Proposition: Apples to Oranges Right tools for the right job Better understanding of display will result in improved results for your client and higher ROI , increasing overall spend Collaboration with and improved understanding of digital agencies will result in better search results and unexpected insights

Right tools for the right job

Better understanding of display will result in improved results for your client and higher ROI , increasing overall spend

Collaboration with and improved understanding of digital agencies will result in better search results and unexpected insights

Proposition: Understanding objectives will result in understanding of gains Ask questions of client; gain understanding of their communicated AND implied business objectives Understand their business and its challenges Use digital agency as sounding board to vet and work in a coordinated fashion Is it? - Revenue - Brand awareness - Improved/changed perception - Operating margin/profit - Better asset utilization - In the non-core product offering

Ask questions of client; gain understanding of their communicated AND implied business objectives

Understand their business and its challenges

Use digital agency as sounding board to vet and work in a coordinated fashion

Is it?

- Revenue

- Brand awareness

- Improved/changed perception

- Operating margin/profit

- Better asset utilization

- In the non-core product offering

Search versus display

The Funnel: Best practices Search Display High Touch Low Touch

Opportunity: Leverage new display technologies to obtain search insight Rich media units Interactive content units; IAB standard widgets and gadgets Playable banners Video This is nothing more than portfolio planning or defining a ‘media mix’

Rich media units

Interactive content units; IAB standard widgets and gadgets

Playable banners

Video

Fast Forward: Storytelling is the semantic web Audience media consumption patterns have changed, so should search Mine intelligence based on richer queries and interactions; story telling Leverage RSS life streams to gain deeper insight and fine tune localized search strategies Be prepared to capitalize on searchable rich media Go to where users are digitally socializing; this is where the most affective search strategies will be delivered Force platforms to innovate

Audience media consumption patterns have changed, so should search

Mine intelligence based on richer queries and interactions; story telling

Leverage RSS life streams to gain deeper insight and fine tune localized search strategies

Be prepared to capitalize on searchable rich media

Go to where users are digitally socializing; this is where the most affective search strategies will be delivered

Force platforms to innovate

Web 3.0: The Bespoke Web Successful search campaigns of tomorrow will enable brands to deliver the perception of bespoke information, content and stories Crowd source insight, don’t rely only on mining it Shift the model from binary to semantic; linear to lateral strategy basis and optimization

Successful search campaigns of tomorrow will enable brands to deliver the perception of bespoke information, content and stories

Crowd source insight, don’t rely only on mining it

Shift the model from binary to semantic; linear to lateral strategy basis and optimization

Ag8 [email_address]

Ag8

Definitions Transmedia: http://en.wikipedia.org/wiki/Transmedia_storytelling Transmedia storytelling, also called multiplatform, crossmedia or enhanced storytelling, is storytelling across multiple forms of media. By using different media, it attempts to create "entrypoints" through which consumers can become immersed in a story franchise's world. The aim of this immersion is decentralized authorship, or transmedial play.[1] Creative Commons License: http://en.wikipedia.org/wiki/Creative_Commons_licenses Creative Commons licenses are several copyright licenses released on December 16, 2002 by Creative Commons, a U.S. non-profit corporation founded in 2001. Many of the licenses, notably all the original licenses, grant certain "baseline rights",[1] such as the right to distribute the copyrighted work without changes, at no charge.

Transmedia:

http://en.wikipedia.org/wiki/Transmedia_storytelling

Transmedia storytelling, also called multiplatform, crossmedia or enhanced storytelling, is storytelling across multiple forms of media. By using different media, it attempts to create "entrypoints" through which consumers can become immersed in a story franchise's world. The aim of this immersion is decentralized authorship, or transmedial play.[1]

Creative Commons License:

http://en.wikipedia.org/wiki/Creative_Commons_licenses

Creative Commons licenses are several copyright licenses released on December 16, 2002 by Creative Commons, a U.S. non-profit corporation founded in 2001.

Many of the licenses, notably all the original licenses, grant certain "baseline rights",[1] such as the right to distribute the copyrighted work without changes, at no charge.