Digital Advertising Trends - Asian Publishing Convention

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

4 comments

Comments 1 - 4 of 4 previous next Post a comment

  • + synednz synednz 1 month ago
    great slides. any chance I an get a copy for a postgrad marketing class I lecture?
  • + chriss Chris Schaumann 4 months ago
    Thanks for the nice feedback...you can find a lot more infos and research on my blog about the ’Future Shape of Advertising’ http://advertising3.spaces.live.com
  • + manojksamy Manoj Kandasamy 4 months ago
    Hi Chris, Its very usefull presentation!

    Thanks for sharing.

    Good day,

    @manojksamy
  • + crippo crippo 4 months ago
    Great deck
Post a comment
Embed Video
Edit your comment Cancel

16 Favorites

Digital Advertising Trends - Asian Publishing Convention - Presentation Transcript

  1. Digital Advertising - Trends -
    Chris Schaumann
    Global Advertising & Digital Lead
    Asia Pacific & Greater China Region
    CMG | Global Marketing Group
  2. 1. Changing Landscape
    Did you know?
    Bring the Love back
    Digital Divide
    Future Shape of Advertising
    Agenda
    2. Advertising v3.0
    Trade Maps
    New Marketing Model
    Experiential Marketing
    Measuring Engagement
    3. Media & Management
    Altered Media Universe
    Role of Media & Agencies
    Case Study from the Future
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    2
  3. Did you know?
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 3
  4. So what does it all mean?
    Change!
    “In 10 years, allmedia will be digital!”- Steve Ballmer, CEO Microsoft
    We’ll need to rethink
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 4
    a few things
    media
    advertising
    marketing
    agencies
    ourselves
  5. Bring the Love back!
    Join the conversation at
    www.bringtheloveback.com
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    5
  6. Exploding Online Users in APAC
    Source: www.internetworldstats.com , July 2009
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    6
    Almost 1.6 Billion Users Worldwide
  7. Still huge Potential in APAC
    Source: www.internetworldstats.com , July 2009
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    7
    Internet Penetration
    World Average: 24%
  8. Average Time of Media Exposure per Day - Asia
    Source: Synovate PAX Digital Life, Nov 2008
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    8
  9. 2009 Internet Ad Share
    Source: Zenith Media Pyramid Estimates, Dec 2008
    17 July 2009
    9
    © Microsoft Corporation 2009 | WW CMG
    13% APAC average
  10. Global Ad Spend Share by Media
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    10
    Source: Zenith Optimedia
  11. Asia Pacific Net Advertising Growth
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    11
    Source: MPA Research Estimates
  12. The Digital Divide
    The Marketing Confidence Gap
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    Slide 12
    Source: Neo@Ogilvy
  13. 2007 Online Ad Market = $34B
    6% of total Ad Market
    2009 Online Ad Market = $52B
    8% of total Ad Market
    Total Advertising Industry = $570B
    Total Software Industry = $135B
    Software & Ad Market
    Online Ads
    2009: $52B
    Online Ads
    $34B
    Sources:
    • Market Sizes: Microsoft & Universal McCann
    • Online Market Sizes: Oppenheimer & Co. Inc., June 2007 (sources include Universal McCann, Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers )
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    13
  14. Global Media Consumption
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    Slide 14
  15. …what about Microsoft?
    Of the $500 million Microsoft allocated to the introduction of its Vista operating system, 30% went online.
    Source: Times UK Online, October 21, 2005
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    15
  16. Future Shape of Advertising
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    16
  17. 1. Changing Landscape
    Did you know?
    Bring the Love back
    Digital Divide
    Future Shape of Advertising
    Agenda
    2. Advertising v3.0
    Trade Maps
    New Marketing Model
    Experiential Marketing
    Measuring Engagement
    3. Media & Management
    Altered Media Universe
    Role of Media & Agencies
    Case Study from the Future
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    17
  18. 17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 18
  19. The New Marketing Funnel
    “The traditional AIDA funnel has become a sea of complexity”
    Source: Forrester Research
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    19
  20. Trade Maps: Then and Now
    18th Century: Map of the Northwest Passage
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    20
  21. Trade Maps: Then and Now
    21st Century: Social Trade Map
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    21
  22. 17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 22
    Source: http://www.caida.org/tools/visualization/walrus/gallery1/
  23. Customer-2-CustomerGeneration ‘C’ (for Content)
    Research shows that 65%of all marketing spend in 2007 had no effect on consumers
    • 70% of all Asian marketers are not tracking the effectiveness of their spending
    Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    23
  24. Case Study: Unilever
    http://www.campaignforrealbeauty.com
    http://www.youtube.com/results?search_query=dove
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    24
    Source: Youtube.com – 19,036,415 Views, October 2008
  25. Campaign for real Beauty
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 25
    Source: Youtube.com – 19,036,415 Views, October 2008
  26. Campaign against real Life
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 26
    Source: Youtube.com – 2,697,709 Views, October 2008
  27. Talk to your Daughter before they do!
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 27
    Source: Youtube.com – 2,697,709 Views, October 2008
  28. Talk to your Daughter before Unilever does!
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 28
    Source: Youtube.com – 164,946 Views, October 2008
  29. Talk to Dove before it’s too late!
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 29
    Source: Youtube.com – 557,368 Views, October 2008
  30. Customer-2-Customer
    Research shows that 86%of consumers no longer believe what brands say about themselves
    • Whereas 78% of consumers believe what other consumers say about brands
    Source: http://bbdolab.typepad.com/the_lab/2006/10/generation_c.html
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    30
  31. The top Brands that will be those whose Consumers...
    ...tell the best Stories
  32. Brands with themost Recommendation in theirCategory grow 4x faster than theCategory Average.Increasing recommendation by12% doubles sales growth.
    Source: London School of Economics
    Source: Bain Consulting
  33. Exploding Referral Spectrum
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 33
    Source: The Value Profit Chain, Heskett/Sasser, Jan 2003
  34. Engaging Customers
    “The essential difference between reason (logic) and emotion is that reason leads to conclusions while emotion leads to actions.”
    - Neurologist Donald Calne
    17 July 2009
    34
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
  35. Engaging Customers
    “95 percent of our purchase decision making takes place in the subconscious mind...”
    - Gerald Zaltman, Professor, Harvard Business School
    17 July 2009
    35
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
  36. New Marketing Model
    Source: Mohan Sawhney, Kellogg School of Management
    17 July 2009
    Slide 36
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
  37. Experiential Marketing
    Attract
    Engage
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    37
    Excite
  38. Engaging Consumers
    Immersive
    Interactive
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    38
    Participatory
  39. Perception
    80% of CEO’s believe their brands provide a superior customer experience
    • 8% of their customer agree
    Source: Bain & Company
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    39
  40. Rich Digital Experiences
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 40
    Source: AvenueARazorfish :: Showreel
    e.g. http://www.audi.com/a4globaldrives
  41. PUBLISHER
    TOOLS PROVIDER
    Microsoft Media Network
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    Slide 41
  42. Engagement Duration
    Challenge
    The new Marketing needs to not only to attract, but also engage & excite
    Reach & Frequency are not catering to measure the quality of Engagement & Excitement
    Solution
    This new metric is coined: Brand Exposure Duration - BXD
    BXD is the length of time an individual is exposed to a given advertisement
    BXD = Views × Percent of Segment Viewed × Segment Length
    BXD = Video Ad Views x %65 x 30 sec.
    17 July 2009
    42
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
  43. Engagement Mapping
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 43
    Engagement Mapping is a flexible attribution model
    that enable advertisers to include many factors
    In their Engagement ROI calculations
    Source: Atlas Engagement Mapping Paper, 2008
  44. 1. Changing Landscape
    Did you know?
    Bring the Love back
    Digital Divide
    Future Shape of Advertising
    Agenda
    2. Advertising v3.0
    Trade Maps
    New Marketing Model
    Experiential Marketing
    Measuring Engagement
    3. Media & Management
    Altered Media Universe
    Role of Media & Agencies
    Case Study from the Future
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    44
  45. 17 July 2009
    Slide 45
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
  46. The End of Mass Media
    7,109
    Number of TV Channels
    ~3,000
    1,686
    416
    246
    93
    UK
    Japan
    US
    France
    Germany
    Source: Europe: Screen Digest 2005, Japan: Wikipedia May 2006, US: US Federal Comms Commission, 2004
    17 July 2009
    46
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    China
  47. The KING still reins
    17 July 2009
    47
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
  48. Breadth & Depth across APAC
    17 July 2009
    © Microsoft Corporation 2009 | WW CMG
    Slide 48
    Total APAC reach : 288 million | 34.1% coverage of all APAC online
    20.8musers in Japan
    145m users in China
    7.1m users in S Korea
    5.7musers in Taiwan
    2.4musers in Hong Kong
    8.5m users in India
    0.7musers in Philippines
    4.2musers in Thailand
    4.3m users in Malaysia
    8.7musers in Australia
    1.9musers in Singapore
    1.5musers in New Zealand
    Source: ComScore & iResearch : Dec 08
  49. YOU as the editor
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    49
  50. Planning & Creativity
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    50
  51. The Future of Marketing - From Monologue to Dialogue
    “Media execution &media buying is becoming the new creative in advertising”
    Source: The Economist Intelligence Unit, September 2006
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    51
  52. Placement vs. Audience
    Digital Lifestyle
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    52
  53. Future Advertising Scenario
    Integrated Advertising Campaign with
    Real-time automated Optimization
    Based on End Actions/Conversions
    Based on Brand Metrics
    Utilizing 100-1,000s of Creative Versions
    In 100s of Sizes and Formats
    Personalized and hyper-targeted
    In multiple Advertising Exchanges and Platforms
    Online, IPTV, Mobile, Music Players, In-Game, Digital POS, Digital Outdoor
    With bidded CPA (Cost per Acquisition)
    • Advertising will move from
    • A fixed Cost to the Business
    • To a variable Cost of Production
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 53
  54. A Vision of the Digital Future
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    54
  55. 1. Changing Landscape
    Did you know?
    Bring the Love back
    Digital Divide
    Future Shape of Advertising
    Summary
    2. Advertising v3.0
    Trade Maps
    New Marketing Model
    Experiential Marketing
    Measuring Engagement
    3. Media & Management
    Altered Media Universe
    Role of Media & Agencies
    Case Study from the Future
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    55
  56. Advertising v3.0 Bloghttp://advertising3.spaces.live.com
    17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    Slide 56
  57. 17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    57
  58. 17 July 2009
    © Microsoft Corporation 2009 | CMG | Global Marketing Group
    58

+ Chris SchaumannChris Schaumann, 4 months ago

custom

1558 views, 16 favs, 0 embeds more stats

The Consumer is control and ignores standard Advert more

More info about this document

© All Rights Reserved

Go to text version

  • Total Views 1558
    • 1558 on SlideShare
    • 0 from embeds
  • Comments 4
  • Favorites 16
  • Downloads 1
Most viewed embeds

more

All embeds

less

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel
File a copyright complaint
Having problems? Go to our helpdesk?

Categories