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C R M Day 2 Online

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  • http://www.emarketer.com/EssentialMetrics.aspx?3050080 Microsoft has gone on record for saying they think they can get 5% of the total amount of money spent on advertising globally each year. 5% of $650 billion is $32.5 billion.
  • MDAS: 2007 – 2 - 2.5bio rev All Media and Entertainment will be software driven. – Bill Gates
  • From MainStream to MyStream Next trend is much used phrase consumer in control – 2 aspects 1) Shift from push to pull – consumers increasingly pull the content of interest to them rather than accept what is pushed at them from traditional media. This includes the opportunity to opt out of advertising. Estimates are that the average American is subjected to 3-5,000 advertising messages a day so it’s unsurprising consumers are feeling over-whelmed. They are reacting to the plethora of media choices now available by wrestling back control from the media industry and opting out of ads where possible i.e. Pop-up blockers for online MP3 podcasting for radio PVRs and ad-skipping for TV Trend also for digital radio (pause buttons likely to be just first step) PODCASTS Podcasts have hit the mainstream consciousness but have not yet seen widespread use. One-quarter of online consumers express interest in podcasts, with most interested in time-shifting existing radio and Internet radio channels. Named the word of the year by The New Oxford American Dictionary, podcasts hit the mainstream consciousness in 2005. Advances in podcasting software and directories and the inclusion of podcasts in iTunes, have made it easier for consumers to find and use podcasts. While consumption is still low, Forrester anticipates that podcast use will grow to 12 million households by 2010. http://mslibrary/research/mktresearch/forrester/forrestr/2006/3_Mar/38761/38761.htm 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. Brands are starting to realize that the most powerful selling of products and ideas takes place not marketer to consumer but consumer to consumer. This ‘bottom-up’ approach respects that the consumer is now in control and their word is a lot more powerful and trusted than a brands. This phenomenon has seen the rise of a new generation called GENERATION C where “C” stands for content and captures the avalanche of consumer-generated content that is building on the web from text to images from audio to video. ANA, 03/2007: Online radio (21% of the US population)
  • Most well known of these technologies is in TV and the PVR DVRs are installed in an estimated 10% to 14% of TV HH By-year-end 2008, DVR penetration will increase to 37% By-year-end 2010, DVR penetration numbers will increase to 49% TiVo: 4.4MM (9MM viewers) subscribers http://anairc-nyc.ana.net/dbtw-htm/Snapshots06/092806Pares.htm During commercial breaks, 41.2% of viewers channel-surf 33.5% talk with others in the room or by phone 30.2% mentally tune out 5.5% regularly fully attend to commercials In other news, this winter fewer people eat (68.8%) and more people do laundry (58%) while consuming media (70% and 57.4% in July 2007, respectively). This and other amusing tidbits in the new BIGresearch's research of simultaneous media consumption SIMM 11.   Source: http://adverlab.blogspot.com/2008/01/ad-zapper-in-your-brains.html
  • More than half (54 percent) of digital cable subscribers use video on demand, up from 41 percent in 2005, according to a mail/online survey of about 35,000 subscribers conducted by Claritas, a division of Nielsen parent VNU.
  • http://www.microsoftmediaroom.com/
  • If we look at the full three billion pairs of Asian ears and eyes, we don’t see great change. But if we apply some CSI forensics (3D Japan) at one of the bleeding edges – young Japanese adults – we see a lot. In each of the three years between 2002 and 2005, hours spent on TV and radio dropped, newspaper and magazine readership was static, and time on the internet increased significantly. In just three years, TV hours dropped by 8% to three hours a day, radio slumped by 44% and internet was up 98%
  • MSN was also thought of as a "technology", with two-thirds of the youth mentioning MSN. The findings were based on a study conducted by OTX, who carried out online interviews of 9,234 respondents aged 14-24 in sixteen countries* across the globe in February and March 2007. Ready to Put This Wisdom to Work?   The study also uncovered insights about how young people influence each other through different channels. For example, peers are very often the main source of information for making decisions about products and brands.   By recognizing how youths view various technologies, and by understanding the roles different technologies play for this audience, advertisers can utilize the right tools to connect with youth targets and stimulate word-of-mouth buzz.   To better understand how to connect with this generation, please contact your Microsoft Digital Advertising Solutions Sales Representative.     *Includes: Australia, Brazil, Canada, China, Denmark, Germany, India, Italy, Japan, Mexico, Netherlands, New Zealand, Poland, Sweden, UK, US Technology has become the fabric of today’s youth generation. So much so that young people often don’t use the same vocabulary as older generations do to categorize technology.   When youth were asked during the Microsoft-MTV Circuits of Cool Research 2007 to describe the latest devices and gadgets, the words they used most frequently included: Download (86%) MP3 player (74%) Burn (71%) 02/24/10 08:48 © 2006 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • What is the Most Loved Technology?   Among the wide range of technologies youth have access to, the Internet was described as the most loved, with 80% of respondents saying they could not do without it. Next came email (66% love it), which is used to catch up with friends. PCs and TVs followed closely, with 63% and 62% loving these staple technologies respectively.   More than 40% of youth said they can't live without instant messaging, an essential communication service like Windows Live Messenger, with a further 22% revealing they "really like it".
  • Which Technologies Serve Which Roles?   Most technologies serve a passive role for youths, with relaxation, filling time and escapism playing dominant functions across almost all devices. However, some technologies are turned to for more active roles; for example, the Internet and TV provide learning opportunities while gaming is a chance to engage in problem solving.   Mobile phones proved unique in many aspects, providing feelings of connection, safety and freedom unlike that seen for most other technologies. Not surprisingly, Instant Messaging and Social Networking, such as Windows Live Messenger and Windows Live Spaces, were also key for connecting.
  • Important to understand the motivations for using various devices How can your advertising/mssages tap into or resonate with these mindsets?
  • 02/24/10 08:48 © 2006 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 02/24/10 08:48 © 2006 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 02/24/10 08:48 © 2006 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • 02/24/10 08:48 © 2006 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • The marketing surrounding the launch featured collaborations between AKQA and McCann Erickson in San Francisco to create a 1,200 square foot diorama of 'The Battle of New Mombasa' filched from the Halo storyline. A haunting television spot directed by MJZ's Rupert Saunders and web films exploring the 'history' of the great battle were complemented by one of the year's most impressive interactive web experiences (halo3.com/believe) in which users could investigate the diorama in full. Featured in Contagious 13.
  • Doesn’t change your perspective…certainly when looking where advertising money is spent today?
  • And please note, there are many more connection points beyond the 9 I’ve mentioned so far. This chart shows how the matrix can help us to sort an ever-expanding range of new channels. *LBM = location-based marketing, especially using mobile phones
  • from WSJ story , 5/23/05 There are about 15 million active blogs read by 57 million people One of the big reasons blogs have such impact is their credibility among readers. In a February poll from We Media and Zogby Interactive, 72% of adults said they were dissatisfied with the quality of American journalism today. Another 55% said bloggers are important to the future of American journalism, and 74% said citizen journalism will play a vital role, according to the poll. Consumers are also taking bloggers' word before they buy. A late 2006 Ipsos MORI survey found that blogs were a more trusted source of information than advertising or e-mail marketing. One-third of respondents said they had decided not to buy a product after reading a negative blog post, while 52% were persuaded to buy after reading a positive review. http://adage.com/digital/article?article_id=116998
  • Needs more work
  • We are exposed to 3,500 – 5,000 ad messages every day (nearly 2x since 70s) – USA Today, 2005 TV. 16-18 minutes per hour of promos and commercial messaging SG: 691 TVCs (WW 5th) per person per year
  • No longer can media be considered in isolation, multi-tasking is a major phenomenon around the world. Multi-tasking – 2004 consumers now spend 300 mins per week watching TV and using the web at the same time. Consumers are no longer passively watching TV but using the web to supplement the experience 2005 survey Asians age 12-24 across Taiwan, Hong Kong, Philippines, India, Thailand, Malaysia, Singapore, Indonesia As media converge online, the distinctions between different types of advertising will disappear. Branding, direct, print, TV – will become a seamless marketing continuum Multi-Tasking While Consuming Media by Jack Loechner,  Tuesday, Jul 5, 2005 3:00 AM EST MULTI-TASKING WHILE CONSUMING MEDIA The latest Simultaneous Media Survey from BIGresearch details a new hurdle for advertisers, multitasking, the engagement in other non-media activities while consuming media, and the numbers are large. According to Joe Pilotta, VP of Research, BIGresearch, "The complexities of everyday life seem to be increasing, and as a result consumers are multitasking as a way of coping." The 25-34 year olds are most likely to engage in multi-tasking, says the report, when using electronic media (TV, Radio, Internet) with almost 70% saying they do so regularly or occasionally. The 55+ age group multitasks the least but like the 25-34 year olds are most likely to do so when using electronic media, 60% say they multitask regularly or occasionally using TV. The percent of people 18+ who say they multitask while using various media's   Multitaskers Online 69.3% Radio 69.0% TV 68.1% Mail 49.5% Newspaper 40.9% Magazine 40.2% Source: BIGresearch, June 2005 "It's apparent that multitasking and simultaneous media consumption creates competition for the same time and space. Media may be relegated to the background when consumers multitask e.g. talking on the phone. When they simultaneously consume media, one of the media can morph into the background and back to the foreground intermittently. That is why understanding which media have the greatest influence on purchasing various merchandise categories becomes a key determinant for marketing ROI in today's complex media environment," said Pilotta. Find out more here .
  • Internet is inherently a pull mechanism and we see massive growth of internet over the past 10 years… but it is the push media which are in decline, especially print
  • The New York Times has abandoned its "Times Select" subscription service. The Financial Times is making more of its content available free. Rupert Murdoch is widely rumored to be planning the same for The Wall Street Journal . Financial services firms actually increased their newspaper ad spending in 2006, but all other industries represented in the leading national advertisers decreased theirs. Telecommunications advertisers moved the most ad spending away from newspapers, to 24% in 2006 from 31.6% in 2005. Internet advertising would have to grow 15% per year over the next decade to reach the level spent on newspapers — about $35 billion. Despite the spending difference, that scenario does not have to play out in order for the Internet to "have significant impact on the advertising industry as a whole. It's already having an impact," wrote John Janedis of Wachovia and his team of analysts. 
  • 1,173,109,925 Users WW
  • 1,173,109,925 Users WW
  • Base population is P18-24 who have internet access in HK, Singapore & Taiwan. KOREA not audited
  • MSN includes visited MSN websites in past 30 days or used MSN Messenger or Hotmail in past 3 months Markets: Bangkok, Hong Kong, India, Kuala Lumpur, Seoul, Singapore, Taipei Universe (Sample): Total PAX universe – 7,221,000 (13,717) Source: Synovate PAX 2005/06 (Q2 ’05-Q1 ’06), *ECI Report Q4 ’05-Q1 ‘06
  • Base population is P18-24 who have internet access in HK, Singapore & Taiwan. KOREA not audited
  • Base population is P18-24 who have internet access in HK, Singapore & Taiwan. KOREA not audited
  • 15-24years, 10 countries
  • Synovate PAX - Pan Asian Cross Media Survey 2006 - Total PAX AP 11 Market Universe: 14,209,000 - Total PAX ME Universe: 1,635,000
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. The AsiaBUS Study shows people spend 15 hours a week on the Internet, challenging the leading position of TV (18 hours). Respondents also report spending far less time reading newspapers and magazines, 5 hours and 3 hours respectively, though radio still accounts for quite a significant share of media time (12 hours).  The research findings confirm the Internet has become a mainstream medium that now rivals traditional media such as television, newspapers and radio. The survey also reveals that the Internet excels over other media in attracting key demographics for advertisers. http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. The research findings confirm the Internet has become a mainstream medium that now rivals traditional media such as television, newspapers and radio. The survey also reveals that the Internet excels over other media in attracting key demographics for advertisers. http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. The research findings confirm the Internet has become a mainstream medium that now rivals traditional media such as television, newspapers and radio. The survey also reveals that the Internet excels over other media in attracting key demographics for advertisers. http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. The research findings confirm the Internet has become a mainstream medium that now rivals traditional media such as television, newspapers and radio. The survey also reveals that the Internet excels over other media in attracting key demographics for advertisers. http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. Besides exploring media consumption habits, the study also examines perceptions of these media. What comes out very strongly is that the Internet is regarded as the top information source, be it for personal or business interests. The Internet is the first place people look for information and gives the depth of information they want. The Internet's outstanding information gathering capabilities also helps consumers decide what to buy. People feel the Internet keeps them ahead of the game, describing the Internet as an active medium which puts them in control.  With all these advantages, it is not surprising to see that people are planning to use the Internet more than other media in the future. http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. Besides exploring media consumption habits, the study also examines perceptions of these media. What comes out very strongly is that the Internet is regarded as the top information source, be it for personal or business interests. The Internet is the first place people look for information and gives the depth of information they want. The Internet's outstanding information gathering capabilities also helps consumers decide what to buy. People feel the Internet keeps them ahead of the game, describing the Internet as an active medium which puts them in control.  With all these advantages, it is not surprising to see that people are planning to use the Internet more than other media in the future. http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand. Advertisers look no further: online is "in"   The AsiaBUS Study confirms once and for all that the Internet has clearly assumed its rightful place as a mainstream medium in consumers' thoughts and actions. With the Internet's importance continuing to rise even more in the future, advertisers http://advertising.microsoft.com/asia/Research?Adv_ResearchReportID=597
  • Research Background 10 markets: NEW: China, South Korea, Hong Kong, Philippines, India, Thailand, Malaysia, Singapore, Indonesia, Taiwan 11,590 youth form affluent and mass households 900 Young Asians in each country Aged 8-11 in capital/ selected cities PAX* household members Face to face Age 15-24 (nation wide) - Online survey Broad and PAX* household members Via the major portals Yahoo! and MSN Panels and phone recruitment OTHER SOURCE In extensive research conducted amongst 4,500 online families in 16 countries , the average family spends roughly 2.5 hours watching TV and 3.6 hours using the Internet. A big chunk of that Web time is spend communicating with others, as families reported logging 1.2 hours e-mailing and an hour's worth of time spent instant messaging, according to the report.
  • The future of advertising Some advertisers are spending more online, such as Canon who plan to spend 25% of their Europe advertising budget online next year, Adidas who have devoted upwards of 10% online and Sony ericsson who allocated 40% of budget for their latest phone launch in Europe online. The vast majority, however, are not doing enough online and the industry as a whole is still way behind the curve. Let’s use the US as an example…gap between media consumption and ad spend is vast. Online is 40% of media time but only 5% ad spend The most obvious disconnect is in print. Note that in the Rupert Murdoch speech I quoted earlier he also talked of the newspaper industry being “remarkably, unaccountably complacent. The threat of losing print advertising dollars to online media is very real. In fact, it's already happening." The gap between consumption and spend can’t last. Advertisers and their Agencies need to find and follow their audiences to stay ahead. Marketers who are not online are missing out. PricewaterhouseCoopers data on the total amount of money spent on advertising in 2005—a mammoth $378 billion.
  • http://areyouonline.blogspot.com/ What’s with 6.3% and 8.4%? Sweet and encouraging numbers. Zenith Optimedia gave these 2 projections on Asia ad spend for the year of 2007 and 2008 respectively. Global ad spend is expected to climb by 5.5% in 2007 and 6.4% in 2008 with online inching towards 10% market share by 2009. Newspaper, on the other hand, will continue to lose market share. Source from Media Partners Asia (MPA) research estimates strong growth in all parts of Asia Pacific, some even posting double digit growth such as in China, India and Vietnam.
  • http://areyouonline.blogspot.com/ The advertising scene on Asia looks very promising. More so as more behemoth brands see the importance of online in their marketing mix. Source : The Asia Media Journal Q2 2007 issue.
  • This is the chart that made Bill and Steve sit up. We’re predicting the internet will attract upwards of $30 billion in advertising pa within the next five years – 40% each for Display and Search with classifieds making up the balance As more types of media, including music and films, start to be distributed over the internet, there will be more opportunities for online operators to put advertising messages in front of consumers Convergence of all media, voice, video, content through digital…by 2020, digital media will account for over 80% of media consumed As media converge online, the distinctions between different types of advertising will disappear. Branding, direct, print, TV – will become a seamless marketing continuum
  • C-level execs want to hear it in person. FROM EMARKETER Word-of-mouth (WOM) gets executives to buy, according to the "Driving Word of Mouth Advocacy Among Business Executives: The Experiential Marketing Connection" report, conducted by the Keller Fay Group and sponsored by Jack Morton Worldwide. Half of those surveyed said that WOM would both get them to buy and pass along the word themselves. So how does that word get spread? Mostly face to face. Other surveys have confirmed WOM's primacy in B2B marketing. Nearly half the respondents in a MarketingSherpa and CNET study said WOM had the highest impact on buying decisions for technology and services. Online tactics made up 11 out of the 18 "influences" cited by respondents, led by online magazines, e-mail newsletters from "a company you know" and natural search listings. "One-to-one communications make the difference in the B2B industry," says eMarketer Senior Analyst Lisa Phillips. "Word-of-mouth can be generated from trade events such as shows and conferences. The Internet helps to sustain marketing momentum." Before a WOM campaign can work, however, companies must have already established themselves as customer-friendly. Having satisfied customers was cited as the most important factor by 53.3% of the 122 marketers surveyed by Osterman Research for BoldMouth. A very distant second, at 27.5%, was having "great products or services." Without satisfied customers, there was nothing for WOM marketers to talk about. SOURCE: EMARKETER http://globaltechforum.eiu.com/index.asp?layout=rich_story&channelid=5&categoryid=18&title=Word+of+mouth%20+in+B2B&doc_id=10772
  • due to the breath of marketing possibilities available online it stretches your budgets further providing you with better efficiency… The aggregated results across 200 European campaigns (conducted between 2002-2004) audited independently surveying over 160,000 individuals reveal the impact of online activity across traditional branding metrics: With positive effects across the board
  • ANA’s Brand Management Committee Survey 300 ANA Members Rated 4or5 on a 5-point scale / 1=not at all effective 5=effective
  • http://www.emarketer.com/Article.aspx?id=1005096&src=article_head_sitesearch
  • From Push to Pull
  • What is Brand Exposure Duration (BXD)? There are a number of marketing levers that impact brand awareness, message association, purchase intent, and, ultimately, sales. The classic levers of any advertising campaign have traditionally been reach—how many people are exposed to ads—and frequency—how many times those people are exposed. However, neither reach nor frequency speaks to the quality of the ad exposures. The element of time is missing from the basic reach and frequency equation.
  • What is Brand Exposure Duration (BXD)? There are a number of marketing levers that impact brand awareness, message association, purchase intent, and, ultimately, sales. The classic levers of any advertising campaign have traditionally been reach—how many people are exposed to ads—and frequency—how many times those people are exposed. However, neither reach nor frequency speaks to the quality of the ad exposures. The element of time is missing from the basic reach and frequency equation.
  • New Zealand police has created a new wiki to get insights from the public for a new Policing Act which will be presented to the country’s parliament.  The wiki is available for anyone to edit and is part of an ongoing public review of proposed changes to the act.  Hamish McCardle, the superintendent in charge, describes the goal, “launching a wiki version of a statute is a novel move, but one we hope will yeild a range of views from people interested in having a direct say on the shape of a new Policing Act.”
  • An api and some citizens built Iamcaltrain themselves
  • Or dynamic images on a football pitch
  • Full motion video and audio ads can contribute to the rich media experience within games—and really become part of the dynamic game environment. These ads play in the game environment and might loop throughout the game experience or can be executed with proximity triggers. Taking this an example the movie trailer is running in a loop but it is only when the character stops to have a look at it that the sound is activated.
  • A new video game developer created by a fast food company to build games for the xbox 360 built from the ground up to faithfully recreate the world of the king now instead of just watching the king people are playing him and happily paying for it (3.99 USD) 3.2 million sold titanium in Cannes
  • Nike+ is Marketing As A Service that sells for $30. More than 450K were sold in the first 3 months. 3 million Nike+ capable shoes were sold during the same time frame.
  • If ever there was an initiative to silence the digital doubters once and for all, it would be the Dole banana. Every organic banana sold by Dole in the US comes with a stickered three-digit code. When consumers enter the code on the Dole website, they can access information on where that banana was picked, the family that grew it, the community they’re based in as well as background information on Dole's Fair Trade policies. Bollocks to the naysayers. It's a banana. When a banana goes digital, the future does too.

Transcript

  • 1. The Digital Reality May 2008 CRM Hanoi
  • 2. 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 )
    Slide | © Microsoft Corporation 2007
    • 2007 Online Ad Market = $34B
    • 6% of total Ad Market
    • 2009 Online Ad Market = $52B
    • 8% of total Ad Market
  • 3. 2007 Internet Spend Source: Source: PricewaterhouseCoopers (PwC) and Wilkofsky Gruen Associates, "Global Entertainment and Media Outlook: 2007-2011," June 20, 2007
  • 4. Everything will be Digital Slide | © Microsoft Corporation 2007 Source: Various, incl. AdAge Aug 2007 “ Over time, all ad money will go through a digital ad platform. All media goes digital; all advertising goes digital ." Steve Ballmer, CEO Microsoft “ In 3-5 years all advertising will be interactive!” Kevin Roberts, Global CEO Saatchi & Saatchi “ Every physical process will be transformed to digital, mobile, virtual, personal!” Carly Fiorina, former Chairman & CEO of Hewlett-Packard
  • 5.
    • A few examples of changing media
    Slide | © Microsoft Corporation 2007
  • 6. Future Shape of Advertising Slide | © Microsoft Corporation 2007
  • 7. The Consumer is in Control Slide | © Microsoft Corporation 2007
  • 8. The Consumer is in (Remote) Control Slide | © Microsoft Corporation 2007 WE are
  • 9. Slide | © Microsoft Corporation 2007
  • 10. Slide | © Microsoft Corporation 2007
  • 11. Slide | © Microsoft Corporation 2007
  • 12. Youth Media Consumption Source: JP Young Adults 2002-05 Slide | © Microsoft Corporation 2007
  • 13. Courtesy MTV
  • 14. Courtesy MTV
  • 15. Courtesy MTV
  • 16. Circuits of Cool Microsoft/MTV Global Youth Study 2007
  • 17. Internet – Most Loved Technology
    • What do you think of these?
    Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX
  • 18. Which Technologies Serve Which Roles? Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX
  • 19. Young People Identify Synergies as Well as Unique Features When Explaining the Role of Devices Most Common Role of Device Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX 1 Relaxes Relaxes Learn Things Fills Time Fills Time Feel Connected Fills Time 2 Fills Time Fills Time Fills Time Feel Connected Feel Connected Helps Me Feel Safe Relaxes 3 Gives Me Energy Learn Things Relaxes Relaxes Relaxes Sense of Freedom Problem Solving
  • 20. Internet is Everyday Life 61 Percent Agree That Going Online is One of the First Things They Do When They Come Home From School Or Work Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX 62% 68% 62% 61% 68% 69% 69% 70% 58% 58% 57% 57% 53% 56% 56% 52%
  • 21. What is the Source of Their Links? Primarily Searches, Trusted Sites and Friends via IM and E-mail Searches Recommended by Sites I Trust Friends via IM Friends via E-mail TV Magazines Newspapers Radio 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 49% 4 5 % 4 3 % 31 % 27 % 20 % 13 % Source of Links Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX
  • 22. Number of Friends/Contacts in Digital Communication 94 Mobile Numbers 78 IM Buddy List 84 Contacts on Social Network Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX
  • 23. IM Buddies Global Average = 78 136 109 115 135 97 96 93 96 86 81 88 Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX
  • 24. The Blurring of Communication and Entertainment – Communication Tools Are Used to Share Content IM E-mail Slide | © Microsoft Corporation 2007 Source: Microsoft-MTV Circuits of Cool Research 2007 conducted by OTX Gossip 62% Films/Music/TV 52% Links to Websites 50% Music Files 49% What’s on TV Right Now 47% Clips/Photos I’ve Found 46% Clips/Photos 44% Work/School 46% Links to Web Sites 36% Clips/Photos I’ve Found 30% Clips/Photos 30% Music Files 27% Films/Music/TV 26% What’s on TV Right Now 16%
  • 25.
    • A typical 21 year old...
    Thanks to www.martinlindstrom.com
  • 26. ...has played 5.000 hours of video games Thanks to www.martinlindstrom.com
  • 27. ...exchanged 250.000 emails, instant and SMS messages... Thanks to www.martinlindstrom.com
  • 28. ...10.000 hours of mobile phone usage... Thanks to www.martinlindstrom.com
  • 29. ...and has spent 3.500 hours of time online... Thanks to www.martinlindstrom.com
  • 30. Channels 1,7 5,4
  • 31. Today, the gaming industry is double the size of the movie industry. Thanks to www.martinlindstrom.com
  • 32. Gamers mainly play during prime time TV. Next to gaming, the internet is the preferred medium, followed by television. Thanks to www.martinlindstrom.com
  • 33. “ Halo 3 generated $170 million in sales “ The incredibles” reeled in $70 million (Both in one weekend) . Thanks to www.martinlindstrom.com
  • 34. Everquest has 2.2 million members (spending 28 hours per week). Thanks to www.martinlindstrom.com
  • 35. Animal crossing gets 5.000 new users a day. Thanks to www.martinlindstrom.com
  • 36. 86 million adults are currently playing computer games. Source: Businessweek, October 2006 & Thanks to www.martinlindstrom.com
  • 37. Life of a 12-24
    • Will never read a newspaper but attracted to some magazines
    • Will never own a land-line phone (and maybe not a watch)
    • Will not watch television on someone else’s schedule much longer
    • Trust unknown peers more than experts
    • For first time willing (2005) to pay for digital content. Never before.
    • Little interest in the source of information and most information aggregated.
    • Community at the center of Internet experience
    • Think not interested in advertising or affected by brand, but wrong.
    • Everything will move to mobile
    • Less interested in television than any generation before
    • Want to move content freely from platform to platform with no restrictions
    • Want to be heard (user generated)
    • Use IM. Think e-mail is for their parents
    The Impact of the Internet--Year Six Report, 2007 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future “ Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2007
  • 38. … and new hybrids emerging every month lean back lean forward out & about scheduled demand participate tv print search pvr iptv out of home mobile internet events social media gaming podcasts youtube Video ipod Mobile games radio virtual world cinema QR codes POS newsletter LBM sms voting blogs rss
  • 39. No more Mass Media? Slide | © Microsoft Corporation 2007
  • 40. The End of Mass Media Source: Europe: Screen Digest 2005, Japan: Wikipedia May 2006, US: US Federal Comms Commission, 2004 Japan US France Germany UK Number of TV Channels 1686 416 246 93 7109 TV Channel Proliferation
  • 41. The End of Mass Media Source: NAB (1965 – 1986); Nielsen (2000) Slide | © Microsoft Corporation 2007 34% 24% 13% 9%
  • 42. Multi-tasking Source: MindShare, November 2005 Slide | © Microsoft Corporation 2007
  • 43. Print Global Trends Slide | © Microsoft Corporation 2007 1995 USD billions constant prices 1994 1995 1996 1997 1998 1999 2000 2001 2002 100 105 110 115 120 125 130 135 140 1993
  • 44. Slide | © Microsoft Corporation 2007 Source: eMarketer, JULY 12, 2007 -- Newspapers Losing Ad Dollars to Internet – “Among 55 of the leading national US advertisers, newspaper ad spending fell 14.3 % in 2006, while Internet ad spending grew 17.8%.” Wachovia Equity Research Analysis, “ I don't know anybody under 30 who has ever looked at a classified advertisement in a newspaper . With broadband they do more and more transactions online. Rupert Murdoch
  • 45. World Internet Usage 418 million users in Asia 321 million users in Europe 19 million users in Middle East 18 million users in Oceania/Australia 33 million users in Africa 109 million users in Latin America/Caribbean Over 1 billion users in Asia : 36% 232 million users in North America Source: www.internetworldstats.com, Jun 2007 Slide | © Microsoft Corporation 2007
  • 46. Exploding Online Users in APAC Source: www.internetworldstats.com, July 2007 Slide | © Microsoft Corporation 2007
  • 47. Exploding Online Users in APAC Source: www.internetworldstats.com, Jun 2007 Slide | © Microsoft Corporation 2007
  • 48. Exploding Online Population in Asia Source: www.internetworldstats.com, July 2007 Slide | © Microsoft Corporation 2007
  • 49. Exploding Online Penetration in Asia Source: www.internetworldstats.com, July 2007 Slide | © Microsoft Corporation 2007
  • 50. Regional Reach (vs. TV) Source: Synovate Young Asians 2005, Hong Kong, Singapore, Korea & Taiwan Slide | © Microsoft Corporation 2007
  • 51. Regional Reach (vs. Print) Source: Synovate PAX 2005/06 (Q2 ’05-Q1 ’06) % Av. Issue Readership, Slide | © Microsoft Corporation 2007
  • 52. Singapore Reach (vs. Print) Source: MCS Audited Publications as at October 2006 ; * Bulk Distribution MSN Internal Data Dec 06, audited by PriceWaterhouseCoopers Slide | © Microsoft Corporation 2007
  • 53. Singapore Reach (vs. TV) Source: TNS 2007, Share of Vieweres 15+ years Cable TV; Media Index 2006, 15+ years MSN Internal Data Sep 07, audited by PriceWaterhouseCoopers Slide | © Microsoft Corporation 2007
  • 54. Asia’s active Blogsphere Source: Universal McCann, power to the People, global Sruvey, Sep 07 Slide | © Microsoft Corporation 2007
  • 55. Blogging in Asia
    • Almost half of the online Asian community have a blog (45%)*
    • Why do Asians blog?*
      • Keep in touch - 53 % blog to stay close with friends and family
      • Self Expression - 50% started their blogs to voice strongly held opinions
    • 48% of young Asians say reading blogs is their favorite online activity **
    *Blogging Asia: A Windows Live Report, 2006. **Synovate Young Asian Survey, 2006. Slide | © Microsoft Corporation 2007
  • 56. Blogging in Southeast Asia
    • 25% view other people's blog
    • 17% comment on other's blog
    • 11% have a own blog
    • 8% uploaded video
    • 1% or less of visitors to UGC sites upload content (2% Wikipedia; <1% You-Tube)
    • 10% or less leave comments
    • 90% are happy to sit back & be entertained by the storytellers
    Slide | © Microsoft Corporation 2007 Source: MTV Music Matters Reseach, April 2007 (Synovate)
  • 57. Who’s Online? Source: PAX Q3,05-Q2,06 (10 markets ex Tokyo; among top Management Sample) Slide | © Microsoft Corporation 2007
  • 58. Average Hours of Media Exposure per Day - Asia Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years Slide | © Microsoft Corporation 2007
  • 59. Average Hours of Media Exposure per Day – Asia - Aged 25-34 - Source: Synovate Asia Bus Jun/Jul 2007, 25-34 years Slide | © Microsoft Corporation 2007
  • 60. Average Hours of Media Exposure per Day – Asia - Top/Middle Management - Source: Synovate Asia Bus Jun/Jul 2007, Top/Middle Management Slide | © Microsoft Corporation 2007
  • 61. Average Hours of Media Exposure per Day – Asia - University Degree and above - Source: Synovate Asia Bus Jun/Jul 2007, University Degree and above Slide | © Microsoft Corporation 2007
  • 62. Internet is Top Information Source – Asia - Medium best described by Statement (%) - Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years Slide | © Microsoft Corporation 2007
  • 63. Internet is Helps People learn things – Asia - Medium best described by Statement (%) - Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years Slide | © Microsoft Corporation 2007
  • 64. Internet is Helps People learn things – Asia - Medium best described by Statement (%) - Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years Slide | © Microsoft Corporation 2007
  • 65. Internet is the Medium of Choice – Singapore - Medium best described by Statement (%) - Source: Synovate Asia Bus Jun/Jul 2007, 15-64 years Slide | © Microsoft Corporation 2007
  • 66. Internet is the most helpful Medium for Product/Service Information Source: Synovate Young Asians Nov 2006 Slide | © Microsoft Corporation 2007
  • 67. Media usage by time of day - Aged 15-64 source – Singapore <----------- Work hours ----------> % Time of the day using different media
    • During work hours, the Internet is the most used media most of the time
    • In the evenings, the Internet is the second most consumed media after TV
    • Usage of the Internet is rather even throughout the day
    Market: Singapore Universe (Sample): Total population aged 15-64 – 2 , 557 , 606 ( 1,028 ) Source: Synovate AsiaBUS Survey June 2007 6am - 9am 9am - Noon Noon - 2pm 2pm - 6pm 6pm - 9pm 9 pm - Midnight Midnight - 6am
  • 68. Share of Advertising Expenditure - Singapore Slide | © Microsoft Corporation 2007
  • 69. 2007 Internet Ad Spend (% of total) Source: GroupM Forecasts, December 2006
  • 70. 2007 Internet Spend Slide | © Microsoft Corporation 2007
  • 71. 2007 Internet Spend Slide | © Microsoft Corporation 2007
  • 72. But Consumers are still way ahead…. Slide | © Microsoft Corporation 2007
  • 73. Slide | © Microsoft Corporation 2007
  • 74. Slide | © Microsoft Corporation 2007
  • 75. Digital Dominance Growth rate: years to reach a quarter of the US population Print Digital TV Analogue radio Cinema Outdoor Mobile Digital radio Games Internet Analogue TV Source: ISOBAR Slide | © Microsoft Corporation 2007
  • 76. Internet for B-2-B? Slide | © Microsoft Corporation 2007
  • 77. Online Marketing Basics
    • How to start the Planning Process?
    • Metrics to measure Success?
    • How to buy?
    Slide | © Microsoft Corporation 2007
  • 78. Online Marketing Basics
    • How to start the Planning Process?
      • It all starts with the right Brief
      • Different Types of Campaigns
        • Direct Response
          • Rich Media
    Slide | © Microsoft Corporation 2007
  • 79. Rich Media Ad Units generate higher CTRs Source: DoubleClick, based on aggregated data from 136 large US DART for Advertiser clients, more than 30b impressions, Q1, 2006 Slide | © Microsoft Corporation 2007
  • 80. Rich Media Ads – raise Purchase Intent Source: Dynamic Logic MarketNorms, based on benchmark analysis, of 2,000-plus campaigns, Q1 2006 Slide | © Microsoft Corporation 2007
  • 81. Rich Media Ads – trigger Action Slide | © Microsoft Corporation 2007
  • 82. Online Marketing Basics
    • How to start the Planning Process?
      • It all starts with the right Brief
      • Different Types of Campaigns
        • Direct Response
          • Online Ad Effectiveness Studies
        • Branding
          • Online Ad Effectiveness Studies
    Slide | © Microsoft Corporation 2007
  • 83. MDAS Exposure increases Branding Slide | © Microsoft Corporation 2007 Source: MSN, Online Ad Effectiveness – Aggregated European Average - 200 Euro Campaigns
  • 84. Effective Media Channels for Building Brand Equity Slide | © Microsoft Corporation 2007 Source: ANA Member Survey, Aug 2007
  • 85. Online Branding Explosion Slide | © Microsoft Corporation 2007
  • 86. Rich Media in Southeast Asia Slide | © Microsoft Corporation 2007
  • 87. Rich Media – The Future Slide | © Microsoft Corporation 2007
  • 88. Online Marketing Basics
    • How to start the Planning Process?
    • Metrics to measure Success
    • How to buy
    Slide | © Microsoft Corporation 2007
  • 89. Online Marketing Basics Slide | © Microsoft Corporation 2007
  • 90. Online Marketing Basics
    • Metrics to measure Success
      • Direct Response
        • Ad Impressions
          • CPM (Cost Per Mille)
        • Reach
          • Unique Users (Uus)
          • Cost per Eyeball
        • Share of Voice (SOV)
        • Frequency
        • Filters
        • Ad Interaction (for Rich Media)
          • Replay Rate (RPR)
          • View Through Rate (VTR)
        • Click-Through Rate (CTR)
          • Cost Per Click (CPC)
        • Post Click/View Analysis
        • Download Rate / Viral Rate
        • Clickstream
        • Conversion Rate (CVR)
          • Cost per Conversion
          • Sales Lift
        • Customer Acquisition Cost (CAC)/ Cost Per Acquisition (CPA)
        • Customer Lifetime Value
    • In Addition:
      • Branding
        • Brand Awareness
        • Message Association
        • Brand Recall
        • Brand Favourability
        • Purchase Intent
        • Brand Exposure Duration (BXD)
    Slide | © Microsoft Corporation 2007
  • 91. Brand Exposure 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
    • New metric: BXD
    • BXD is the length of time an individual is exposed to a given advertisement
    • BXD = Views × Percent of Segment Viewed × Segment Length
    Slide | © Microsoft Corporation 2007
  • 92. Brand Exposure Duration - Examples
    • BMW advertising strategy, termed “ BMW Minutes ”, focuses on maximizing the exposure of the BMW brand to their target audience  BMW Films (6m downloads x 7min = 42m minutes)
    • MTV Singapore: 2 TVCs (60sec) = US$0.40 Cost per Minute of BXD
    • MDAS: Singaporeans spend combined an average of 7,784 years of BXD on our network  Media-Plans & Post-Campaign Reports give directional Evidence for Planning
    Slide | © Microsoft Corporation 2007
  • 93. Online Marketing Basics
    • How to start the Planning Process?
    • Metrics to measure Success
    • How to buy
    Slide | © Microsoft Corporation 2007
  • 94. 3. Online Marketing Basics
    • How to buy – Rate Card
      • Types of Buys
        • CPM Buys
        • Position Buys
          • Daily, Weekly, Monthly
        • Environments
        • Packages
        • Sponsorships
        • Email / Alerts List Rentals
        • Applications
          • Messenger Bot
          • Messenger Game
        • Partner Modules
      • Formats
        • GIF (animated)
        • JPG
        • Flash
          • Animated
          • Interaction
        • Rich Media
          • Video Ads
          • Expanding Banners
        • HTML Emails
        • Themepacks
      • Customized Solutions
    Slide | © Microsoft Corporation 2007
  • 95. Agenda
    • What do people do online?
    • Beyond the browser
    Page |
  • 96. What do people do online?
    • Creating
    • Collaborating
    • Playing
    • Sharing:
      • Opinions
      • Life
      • Photos
      • Etc.
    Page |
  • 97. People create
    • Mentos in Coke
    Page |
  • 98. People create
    • Consumer following the trend
    Page |
  • 99. People create
    • Mentos jumping on the occasion:
      • Free media exposure of $10 Million
      • Sales +15%
    Page |
  • 100. People create
    • And Coca Cola was first skeptical...
    • &quot;We would hope people want to drink [Diet Coke] more than try experiments with it.”
    • &quot;craziness with Mentos doesn't fit with the brand personality of Diet Coke.” Coca-Cola spokeswoman
    Page |
  • 101. People create
    • But Coca Cola later followed the idea
    Page |
  • 102. People create
    • And even other brands try to get some attention
    Page |
  • 103. People create
    • A new book cover
    Page |
  • 104. People create
    • For some brands to win fame during Superbowl
    Page |
  • 105. People create
    • And for some brands – just to make fun of them.
    Page |
  • 106. People create
    • And sometimes just to send a message to the family
    Page |
  • 107. People create
    • Dove made a great viral film with very positive impact on Internet
    Page |
  • 108. People create
    • But than they tried to “engage” consumers with a very bad ad
    Page |
  • 109. People create
    • What can we learn from Dove’s mistakes:
      • You need to be more CREATIVE:
        • you can’t force people to watch your commercial, they choose to do it
      • You need to respect the consumers:
        • if you ask them to create something for you, reward them well
      • Don’t be afraid of conversation:
        • people want to give their opinion, if you don’t give a chance, they will just get angrier
    Page |
  • 110. People create
    • Sometimes it’s not intended
    Page |
  • 111. People create Page |
  • 112. People create Page |
  • 113.
    • People Play
    Page |
  • 114. People play Page |
  • 115. People play Page |
  • 116. People share opinion
    • Consumers are to post 2 billion comments on the Internet by the end of 2005.
    • Consumers are 50% more likely to be influenced by WOM recommendations from their peers than by radio/TV ads. “2005 Consumer-Generated Media and Engagement Study”, Intelliseek 2005
    Page |
  • 117. People share opinion
    • Sometimes opinion about brands...
    Page |
  • 118. People share opinions
    • + 5 million reviews
    • + 10 million trips/week checked
    Page |
  • 119. People sharing
    • Brands asking to cast their vote
    Page |
  • 120. People sharing their lives
    • Every day 75.000 blogs created
    • Blogs are becoming vlogs, photoblogs, podcasts,...
    Page |
  • 121. People share
    • And brands blog
    Page |
  • 122. People share
    • Brands blog to create hype...
    Page |
  • 123. People share
    • And whether you like it or not people talk about you!
    Page |
  • 124. People share
    • ...photos
    • Already more than 320 million photos posted on flickr.com
    Page |
  • 125. People share
    • Engaging with brands
    Page |
  • 126. People share
    • Brands asking people to take photo’s and share
    Page |
  • 127. People collaborate
    • German Harry Potter fans didn’t want to wait 4 months for the translation of latest edition. They translated it collaboratively online in 48 hours . www.harry-auf-deutsch.de
    Page |
  • 128. People collaborate
    • Nike: longest ever chain of football players
    Page |
  • 129. People collaborate Page |
  • 130. People collaborate Page |
  • 131. Page | People collaborate
  • 132. Page | People collaborate
  • 133. People collaborate
  • 134. Page | People collaborate
  • 135. In game advertising
  • 136. 2D dynamic imagery
  • 137. 2D dynamic imagery
  • 138. 2D dynamic imagery
  • 139.  
  • 140. 2D Imagery
  • 141. Desperate Housewives Screenshots
  • 142. Desperate Housewives Screenshots
  • 143. Full motion ads Embed Transported 2 example
  • 144. Counting impressions
  • 145.  
  • 146.  
  • 147.  
  • 148.  
  • 149. Elements of a remarkable online experiences
    • Interactivity (Rich media experience)
    • Communities / Word of mouth (Influencers to refer friends, pass along, )
    • Engagement (Perform actions as well as browsing )
    • Repeat visits ( Collect contact info )
  • 150. THANK YOU
    • Geert Desager
    • Tel: +65 9654 6305
    • [email_address]
    Slide | © Microsoft Corporation 2007