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Ses 8december08 Chicago

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Presentation at December 8, 2008 SES Conference in Chicago

Presentation at December 8, 2008 SES Conference in Chicago

Published in Technology
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Transcript

  • 1. Presentation for SES Chicago, 8 December 2008 Ashley J. Swartz, CEO of North America
      • Ag8
  • 2. Open Source, Real Time Media Search insight through stories
      • Transmedia
  • 3.
      • How, when and where to attribute revenue gains in search and display.
    Why does search get all the credit?
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Search versus display
  • 8. The Funnel: Best practices Search Display High Touch Low Touch
  • 9. 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’
  • 10. 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
  • 11. 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
  • 12.
      • Ag8
    [email_address]
  • 13. 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.