AIMS2012 Todd Stainbrook

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Todd Stainbrook
Specific Media
Head of Automotive
“Rapidly Changing Media Consumption: How can you optimize your campaigns to reach today and tomorrow’s consumers?”

Published in: Self Improvement, Technology
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AIMS2012 Todd Stainbrook

  1. 1. March 2012 Presented By Todd Stainbrook Rapidly Changing Media Consumption: reach today’s consumers Optimizing your campaigns to1 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  2. 2. Our Media Landscape..has changed2 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  3. 3. Seemingly unlimited choices…in TV3 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  4. 4. In Social4 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  5. 5. In Mobile5 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  6. 6. Play But it’ still tough to get a consumer’s attention!6 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  7. 7. Who is Really Watching?7 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  8. 8. y Today? What is Direct Marketing8 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  9. 9. 9 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  10. 10. How do you get your message through?10 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  11. 11. Specific Media: Our Story Targeted Video Network11 C N PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re egistered trademarks of their respectiv owners. ve
  12. 12. Video? BRANDS play HERE
  13. 13. Scalable, Targetable Pre‐Roll Video PRE‐ROLL VIDEO: Behaviorally targeted :15  and :30 second videos will   run before selected  b f l t d premium, relevant video  content.  Native video   players are clickable to  egistered trademarks of their respectiv owners. designated URLs.  ve COMPANION BANNER: There will be added  value 300x250  PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re companion banners  alongside most videos. N Endless Video format development by: C 13
  14. 14. Packaging Your Message: Multiple Options AdSelex AdXtend egistered trademarks of their respectiv owners. Ad Overlay veRun multiple creative executions across Empower the viewer with a choice of different brands within a single buy engagement PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re Ad Curtain Ad Interactive Variety of executions, flexibility to incorporate and adjustable placements NIncrease interaction opportunities with high Automatic interactive format allows users C impact, buzz-worthy units to engage with brand features and offers 14
  15. 15. Online Video Advantage Online Video Offers Less Cluttered Ad Channel Online Video + TV Drives Brand Metrics 1 6% 1.6% 65% Online Video TV 25.0% Ads 50% 46% egistered trademarks of their respectiv owners. Content 39% ve 75.0% 75 0% 98.4% 28% 26% 21% Online TV 14% , g Online video is less cluttered, making PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re your brand more noticeable General Recall Brand Recall Message Recall Likeability Source: comScore Video Metrix, December 2010 Source: Nielsen, April 2010 engagement advantage t d t N  Multi-tasking TV viewers are more likely to miss advertisements, whereas highly engaged online video viewers are more focused on the content they’ve initiated.  Not only are TV viewers more likely to be multi-taskers, but they’re also inundated, which C effectively decreases your SOV Source: Nielsen, April 2010 15
  16. 16. TV Digital Advertising: Online Video vs. TV pp Percent of Ads Skipped ONLINE Source : 2011 Hulu16 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  17. 17. Digital Advertising: Online Video vs. TV people! Talk to other the house! Do things around Source : 2011 Hulu17 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  18. 18. Targetable Actual Auto or CPG Shopper households Eliminate The Guesswork From Your Media Mix We help you define the most valuable prospects for your product. Then we target them online. egistered trademarks of their respectiv owners. PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re N ve Which households are the most Which households are heavy buyer of my Which households buy my top loyal to my brand? brand category? competitors? Integrate our proprietary online data with Polk or NCS access to offline data to identify C households who buy your products and then target them online. 18
  19. 19. Mazda BT Scalable, Targeted, Dynamic Pre-Roll Video Dynamic VIDEO..Not a Dynamic Flash Banner Insertion 19 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  20. 20. With Format Sequencing start with an immersive video message, then add coordinated display to yield optimal results egistered trademarks of their respectiv owners. PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re ve Video + Display = Success N Increase…  Brand recall • Sequential ads deliver a rich message, increasing positive   Brand favorability f y association and memory sustainability C  Consumer interaction • Strategic sequencing of ads provides the opportunity to   Purchase intent deliver more detailed and complementary informationSource: Sky and IAB study, October 2010 20
  21. 21. Original g gProgramming? BRANDS play HERE
  22. 22. Original Programming22 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  23. 23. Headlines egistered trademarks of their respectiv owners. ve“a move that reflects the growing the growing importance of digitaldistribution…..” PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re N Can daytime soaps find new life online? “… online distribution is increasingly becoming a way for networks, networks shows and even TV stars to reach viewers even if C broadcast audiences aren’t large enough to support them.” 23
  24. 24. OP Reel24 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  25. 25. Challenges to OP/Branded EntertainmentNearly 63% of client-side marketers plan to participate inbranded entertainment projects in 2012, but that still leaves theother 37%. Why? egistered trademarks of their respectiv owners. Reasons for Not Doing OP/Branded Entertainment g / ve Lack of Internal  Resources Cost 21% 30% PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re N Not right for  Brand Lack of  C 23% Measurement 26% Source: ANA Survey, August 2011 25
  26. 26. social BRANDS play HERE
  27. 27. Social Media Options27 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  28. 28. The Rise & Fall…. Unique Visitors, US,  q , , Unique Visitors, US,  December 2007 December 2010 egistered trademarks of their respectiv owners. ve 60  150 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re MM MM 20 50 MM MM N myspace facebook myspace facebook C 28
  29. 29. Myspace connects…. . . . CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE Reaches a LARGE Audience egistered trademarks of their respectiv owners. 26MM ve The LARGEST Song Catalog Myspace 42MM 24MM 20MM PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re iTunes 20MM Spotify 15MM Pandora 800K N 7MM Myspace iT M iTunes P d Pandora S if Spotify C 29
  30. 30. 30 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  31. 31. Myspace31 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  32. 32. Myspace Growing Again …AVERAGING 40,000 NEW USERS PER DAY32 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  33. 33. MyspaceTV33 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re C N egistered trademarks of their respectiv owners. ve
  34. 34. The New Reality: Digital Everywhere egistered trademarks of their respectiv owners. ve Desktops Standard Standard Standard Tablet & Laptops PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or re TV Standard Standard TV TV IPTV TV Mobile TV Standard TV C N Living Room Personal Mobile Computer 34

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