Digital Media, Search & Mobile Planning - DNA09

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.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    10 Favorites

    Digital Media, Search & Mobile Planning - DNA09 - Presentation Transcript

    1. 48
    2. Meeting the challenge of media platform fragmentation Susan Zabeti and Kerry Field Search Mobile
    3. 50
    4. Search is the expression of a consumer need INVESTIGATE EDUCATE PURCHASE 51
    5. Consumers are actively seeking solutions 52
    6. Traditional media drives consumers to search 73% of search activity is stimulated by offline sources Web
Search
Volume
 Keywords:
 bonds
ad,
bonds
underwear
 Category:

 all
 Loca;on:

 Australia,
July
2007
–
Dec
2008
 bonds ad bonds underwear Source: “The Power of Search” Research International & GroupM, Australia 2008; Google 53
    7. TV stimulates search sales TV delivered incremental sales on branded keyword searches Search sales increase with significant investment into TV Sales on branded search terms Category search Base 0 07-May 21-May 02-Jul 16-Jul 30-Jul 13-Aug 27-Aug 10-Sep 04-Jun 18-Jun 23-Apr 12-Mar 26-Mar 24-Sep 09-Apr 01-Jan 15-Jan 29-Jan 08-Jan 22-Jan 12-Feb 26-Feb Source: Internal GroupM data (confidential) 54
    8. TV stimulates search sales TV activity also delivered sales on category search terms Search sales increase with significant investment into TV Sales on category search terms TV Category search 0 07-May 04-Jun 13-Aug 10-Sep 16-Jul 21-May 23-Apr 18-Jun 27-Aug 02-Jul 30-Jul 08-Oct 22-Oct 12 Mar 26-Mar 24-Sep 01-Jan 15-Jan 29-Jan 09-Apr 12-Feb 26-Feb Source: Internal GroupM data (confidential) 55
    9. Look to your competition 56
    10. Discover what resonates with your audience 57
    11. Measure everything 58
    12. Plan search as part of your holistic communications planning process 59
    13. Use your competitor's ad spend to your advantage Up-weight your category keyword spend when competitors are advertising on TV 60
    14. Use search data to learn more about your customers 61
    15. Mobile engages…
    16. “ We can make more money in mobile than we do in the desktop ... and the reason is the mobile computer is more targeted. Think about it: you carry your phone, and ” your phone knows all about you… we can do a very, very targeted ad. Eric Schmidt, CEO, Google 63 63
    17. Mobile is different…   Mobile is the first personal mass media   Always on   Always carried   In-built payment mechanism   Present at the point of creative impulse   Present at the point of buying impulse   Audience can be identified (and targeted) 64
    18. Mobile offers 65 65
    19. Mobile cross-connects all communication channels Mobile can evolve all brand interactions from passively absorbed clutter into a coherent interactive channel 66
    20. Mobile Advertising has arrived...
    21. 68 68
    22. 69
    23. Apps! Apps! And more apps! 70
    24. What’s hot
    25. Mobile coupons 72
    26. Compare Everywhere Add Compare Everywhere video here 73
    27. Augmented reality 74 74
    28. World’s first augmented reality mobile browser 75
    29. What’s next?   Australian version of Blyk?   Open source browsers   User- to-user sharing of apps   Mobile micropayments   Branded content apps   Off deck portals will grow 76
    30. Use mobile as part of an integrated campaign 77
    31. Start mobile – do campaigns now and learn 78
    32. Great mobile = content +context + discovery + user experience 79

    + Digital Now AustraliaDigital Now Australia, 4 months ago

    custom

    760 views, 10 favs, 3 embeds more stats

    A presentation given by Susan Zabeti and Claudia Sa more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 760
      • 676 on SlideShare
      • 84 from embeds
    • Comments 0
    • Favorites 10
    • Downloads 0
    Most viewed embeds
    • 46 views on http://www.digitalnowaustralia.com.au
    • 37 views on http://www.digitalnowaustralia.com
    • 1 views on http://digitalnowaustralia.com

    more

    All embeds
    • 46 views on http://www.digitalnowaustralia.com.au
    • 37 views on http://www.digitalnowaustralia.com
    • 1 views on http://digitalnowaustralia.com

    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