Innity digital engaging workshop

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  • By 2015, 42% of internet traffic from AP
    2011, digital ad spend was US$24.8B, By end 2012 it will be US$31.4B(+26.6%)
    Every $1 spend on digital, the return is $1.78
  • 80% of Singaporean goes online everyday
    Users spend 25 hours average per week
    Online advertising could account for 20% of total ad spend in Singapore by the year 2020
  • Singapore's mobile broadband penetration rate reached 70% in 2011
    Nearly three quarters (74%) of Singaporeans have access to the mobile internet on a daily basis.
  • There are 2.7 million social networkers in Singapore, 94.3% of all online users.
    On average, Singaporeans spend 4.4 hours on social networks.

  • Advertisers are spending more on digital platform
    Branding is critical for our marketing plan, not just Direct response
    Mobile & Social are so HUGE that we cannot ignore
  • With so many choices, what is your digital marketing strategy?
  • Digital Marketing = Performance
    Performance
    Performance
  • Digital Marketing = Performance
    Performance
    Performance
  • Fun with Data & Stats:

    Most lipsticks contain fish scales

    On average there are 178 sesame seeds on a McDonalds Big Mac bun.

    Termites eat wood 2 times as fast when listening to Mick Jagger

    33% of women lie about their weight

    Each year 13 people die from a vending machine falling on them

    Average talker sprays 300 microscopic saliva droplets per minute!

    When nobody is looking, 47% of people drink straight from the carton

    On average a teenager will text 4,732 times every month

    Globally in one day, 2 billion Youtube videos are watched

    70 Billion pieces of content shared on facebook every month

    Source: Statisticbrain.com

  • Fun with Data & Stats:

    Most lipsticks contain fish scales

    On average there are 178 sesame seeds on a McDonalds Big Mac bun.

    Termites eat wood 2 times as fast when listening to Mick Jagger

    33% of women lie about their weight

    Each year 13 people die from a vending machine falling on them

    Average talker sprays 300 microscopic saliva droplets per minute!

    When nobody is looking, 47% of people drink straight from the carton

    On average a teenager will text 4,732 times every month

    Globally in one day, 2 billion Youtube videos are watched

    70 Billion pieces of content shared on facebook every month

    Source: Statisticbrain.com

  • A lot of data growth to analyse and support business objectives.
  • A lot of data growth to analyse and support business objectives.

    What exactly is the data & in what format?

    Video
    Social
    Demographics
    Online Behavior
    Interests
    Personal Information
  • Fire customers – meaning to direct and to suggest a direction that the client can go in and so form measurements and stats on your strategy
  • Customers are Savvy
    Demanding
    Habitual
    Exposed to multiple ads daily
    Prefer to “have an experience”
    No longer wish to be “sold”to
  • The use of data allows brands to reach the right audience but does it ensure engagement. Native Advertising and Content are two strategies a brand can employ


    “native ads are displayed so the ad looks like editorial or entertainment content”

    Opportunity to build the brand, and share more information

    Tailor creative to the data available, so that the content is interesting to the customer

    Ensures editorial integrity and audience experience from media owner perspective

    Customers want to have a choice, to opt in on their terms and be entertained


  • Facebook Population: 9,945,000 (Est) 3,361,000 (Est)
    Internet Population: 11,800,000 (Est) 2,346,000 (Est)
    % : 84% 69.8%


    Fan base Conversions should correlate to the level of internet access and level of social media use

  • 5 Tips on keeping the Fan Page Fresh

    Encourage Creativity
    Think page managers as copy writers instead of email marketeers
    Regular weekly or monthly contest can help the passing time

    Have fun with Tech
    Apps aren’t essential but would certainly help
    Photo sharing can help in viral and Geo location app can map users activities

    Keep on Reaching out
    Reach beyond core fans to friends of fans
    New blood brings new enthusiasms to the page

    Aim for seamless social
    Juggling content on FB, Twitter & Client’s Site

    Integrate and enhance offline content
    Brands need to integrate their social activity with other media and promotional activity.
    So the brand message can gets amplified and reiterated
    Identify social element in an ad to and invite consumers to comment & discuss



  • Display = Engaging the ad
    Video = Time spend on the ad
    Social = Engage the ad on Facebook
    Mobile = Slide on the mobile ad

    MultiChannel Engagement!
  • Innity digital engaging workshop

    1. 1. © 2012 Innity Corp. All Rights Reserved.
    2. 2. © 2012 Innity Corp. All Rights Reserved. Every $1 spend on digital, the return is $1.78 Internet traffic by 2015 42% From AP 2011 2012 US$24.8B US$31.4B Digital ad spend: +26.6% Source: ADMA handbook 2012
    3. 3. © 2012 Innity Corp. All Rights Reserved. Source: ADMA handbook 2012
    4. 4. © 2012 Innity Corp. All Rights Reserved. Malaysian who goes online via PC & Laptops 53% Online everyday Users spend 21 hoursaverage per week Total Ad Spend by the year 2020 20% Online Advertising Source: ADMA handbook 2012
    5. 5. © 2012 Innity Corp. All Rights Reserved. 70% in 2011 Mobile Broadband Penetration Source: ADMA handbook 2012 Reasons why Malaysia uses the smart phone • Ease of use • Privacy • Cost Effective • Boredom Things they do on Mobile Internet • Social Media • Online Music & Videos • Gaming • Searches • Emailing
    6. 6. © 2012 Innity Corp. All Rights Reserved. 9.9M social networkers 84.3% of all online users Source: ADMA handbook 2012
    7. 7. © 2012 Innity Corp. All Rights Reserved.  Advertisers are spending more on digital platform  Branding is critical for our marketing plan, not just Direct response  Digital are getting so HUGE that we cannot ignore
    8. 8. © 2012 Innity Corp. All Rights Reserved.
    9. 9. © 2012 Innity Corp. All Rights Reserved.
    10. 10. © 2012 Innity Corp. All Rights Reserved.
    11. 11. © 2012 Innity Corp. All Rights Reserved. Marketing Ecosystem (The Funnel) Purchase Strategy Purchase ATL Premium Sites, Social BTL Search, Ad network
    12. 12. © 2012 Innity Corp. All Rights Reserved. Marketing Ecosystem (The Funnel) Purchase Strategy Purchase ATL Premium Sites, Social BTL Search, Ad network ?? ??
    13. 13. © 2012 Innity Corp. All Rights Reserved.
    14. 14. © 2012 Innity Corp. All Rights Reserved.  Most lipsticks contain fish scales  On average there are 178 sesame seeds on a McDonalds Big Mac bun.  Termites eat wood 2 times as fast when listening to Mick Jagger  33% of women lie about their weight  Each year 13 people die from a vending machine falling on them
    15. 15. © 2012 Innity Corp. All Rights Reserved.  Average talker sprays 300 microscopic saliva droplets per minute!  When nobody is looking, 47% of people drink straight from the carton  On average a teenager will text 4,732 times every month  Globally in one day, 2 billion Youtube videos are watched  70 Billion pieces of content shared on facebook every month Source: Statisticbrain.com
    16. 16. © 2012 Innity Corp. All Rights Reserved. Source: IDC, Forbes 2012 The Internet grows by 314,000% every year. 2005 2010 2015 Exabytes
    17. 17. © 2012 Innity Corp. All Rights Reserved. Big Data: “The technologies and practice of handling data sets so large that conventional databases cannot handle effectively” Source: destination CRM 2012 SMALL Small Data: “Otherwise known as operational data, used to maintain cashflow, smaller scales and short term projects” Source: destination CRM trends 2012
    18. 18. © 2012 Innity Corp. All Rights Reserved. Source: CRM Trends ACTION Email Marketing, Mobile SMS, Digital Advertising, Social Media Website user experience, Online chat support, Product Demo, Content, Loyalty programs, special incentives, social media announcements to followers CUSTOMER EXPERIENCE AWARENESS
    19. 19. © 2012 Innity Corp. All Rights Reserved. Use data to suggest products that might be of interest to you through predictive data based on existing customer habits and interests. Google – Predictive search. They know what we are looking for before we do. Netfile – Predicts content we will watch next. Source: Forbes 2012 “through yield analysis and behavior trends, CRM means companies can now fire customers”
    20. 20. © 2012 Innity Corp. All Rights Reserved. Not necessarily: “70% of customers do not feel engaged with the brands they like” Source: Forbes.com
    21. 21. © 2012 Innity Corp. All Rights Reserved.
    22. 22. © 2012 Innity Corp. All Rights Reserved. Source: Solve Media/Econsultancy.com In a poll of more than 200 media buyers, the average increase in expected native ad spending in 2012 compared to 2013 is 12.6%. IN 2013: 57%of venture capitalists, private equity firms, and angel donors 34% of publishers Say they are likely or very likely to invest in companies that sell native advertising Say they are likely or very likely to add a native advertising option to their menus
    23. 23. © 2012 Innity Corp. All Rights Reserved. “Nobody reads advertising. People read what they want to read, and sometimes it’s an AD” Howard Luck Gossage, Advertising Pioneer 1969
    24. 24. © 2012 Innity Corp. All Rights Reserved. Promoted Brand Content Sponsored Customer Brands that ask for shared Paid Media Traditional Ads Owned Media Corporate Content Earned Media Organic Press Coverage Ad Networks, Premium Publishers, Search, Mobile etc.. Publisher Editorial, Social Media, Ambassadors, word-of month Corporate website, mobile app, social media presence, blog, CRM
    25. 25. © 2012 Innity Corp. All Rights Reserved. Fans will spend 4 times more than non-fans  Social Media suitable for all brand? Not necessarily  Marketers want to understand in advance whether their investments will be justified. Source: Millward Brown’s research based on Global 100,000 consumers
    26. 26. © 2012 Innity Corp. All Rights Reserved. Source: Millward Brown’s research based on Global 100,000 consumers Fan base Conversions should correlate to the level of internet access and level of social media use 69.8%Of the internet population 3,361,000 (Est) 84%Of the internet population 11,800,000 (Est)
    27. 27. © 2012 Innity Corp. All Rights Reserved. Category with the highest fan base globally: IT software, IT hardware, diapers, communication providers, mobile phones and automotive. Source: Millward Brown’s research based on Global 100,000 consumers Harder to build a fan base Easier to build a fan base Hair care Insurance Grocery Stores Deodorant Mineral Water Oral Care Motor Care Detergents Fast Food Body Care Banking/Finance Soft Drinks Coffee Spirits Face Care Credit Card Network Beer Airlines Apparel (men) Ecommerce Apparel (women) Home Entertainment IT Software & Gaming Diapers Communications Providers Mobile Phone Handsets IT Hardware & Peripherals Cars
    28. 28. © 2012 Innity Corp. All Rights Reserved.  Brand Value Perception is correlated with fan base.  Good value brands justifies their premium pricing hence more fans.  Fan pages provide the opportunity to keep in touch with brands, it is not surprising that consumers reach out more to desirable but attainable brands. Source: Millward Brown’s research based on Global 100,000 consumers High Price HighDesire Justified Premium 222 Good Value 126 86 Expensive 41 Poor Value
    29. 29. © 2012 Innity Corp. All Rights Reserved. Keep on Reaching out  Reach beyond core fans to friends of fans  New blood brings new enthusiasms to the page Aim for seamless social  Juggling content on FB, Twitter & Client’s Site Have fun with Tech  Apps aren’t essential but would certainly help  Photo sharing can help in viral and Geo location app can map users activities Encourage Creativity  Think page managers as copy writers instead of email marketers  Regular weekly or monthly contest can help the passing time Integrate and enhance offline content  Brands need to integrate their social activity with other media and promotional activity.  So the brand message can gets amplified and reiterated  Identify social element in an ad to and invite consumers to comment & discuss
    30. 30. © 2012 Innity Corp. All Rights Reserved. How many Advertisement are we exposed to in a Day 1957 Edwin Ebel, VP of General Foods: 1518 exposures for family of 4 1964 Bauer/Greyser : 76 noticed exposures 1965 Charles F. Adams: 560 whether noticed or not 1970 Wachsler DDBO: 285 for men and 305 for women 2007 Media Matters: 600 – 625 potential exposures
    31. 31. © 2012 Innity Corp. All Rights Reserved. Marketing Ecosystem (The Funnel) Purchase Strategy Purchase ATL Premium Sites, Social BTL Search, Ad network RTB ?? ??
    32. 32. © 2012 Innity Corp. All Rights Reserved. Enhance and understand the online marketing at every stage of customer life cycle
    33. 33. © 2012 Innity Corp. All Rights Reserved. Lightbox Demo
    34. 34. © 2012 Innity Corp. All Rights Reserved. Reports…..
    35. 35. © 2012 Innity Corp. All Rights Reserved. Report that makes more sense
    36. 36. © 2012 Innity Corp. All Rights Reserved.  Creates Consideration and improves Consumer Favorability  Impressions are free = Help increase GRP  Mitigates with Bounce-Off-Rate
    37. 37. © 2012 Innity Corp. All Rights Reserved. Common Buys Mass Targeted Performance Branding CPM CPC CPA IDEAL CPE
    38. 38. © 2012 Innity Corp. All Rights Reserved. “It's about finding the right technology to help tell the story.” Polo Ralph Lauren, 2012 "We have to be more deliberate about allowing consumers to go down certain paths. It doesn't always have to be about buying, it could also be about feeling better about the brand.“ BBDO, 2012
    39. 39. © 2012 Innity Corp. All Rights Reserved. Reach out to targeted audience and reaffirm Sunsilk as the top preferred brand among women. Instill a strong brand/product awareness whilst minimizing the wastage of impressions. Run a high engaging banner that mainly caters to the potential targeted audience –Women by targeting to channels like the Engage Her Network.
    40. 40. © 2012 Innity Corp. All Rights Reserved. Over online users saw the Ad With Engagements, attained interactions and user spend an average of on the Lightbox View Demo
    41. 41. © 2012 Innity Corp. All Rights Reserved. TM BizApp, a self service portal where business applications are hosted under one market place & can be purchased online. Raising the webstore awareness while educating the target audience on how BizApp can benefit their business productivity. Provide an engaging rich media experience to help users understand the range of professional & effective apps offered with targeting focus on business and news channels.
    42. 42. © 2012 Innity Corp. All Rights Reserved. Over online users saw the Ad Attained interactions and user spend an average of on the Lightbox View Demo
    43. 43. © 2012 Innity Corp. All Rights Reserved. Loreal aims to reach out to their female audience to communicate the works of the cream How to execute the TVC in the most effective fashion
    44. 44. © 2012 Innity Corp. All Rights Reserved. Over online users saw the Ad and managed with
    45. 45. © 2012 Innity Corp. All Rights Reserved.
    46. 46. © 2012 Innity Corp. All Rights Reserved. Brief & Media Strategy Advertiser: Infiniti Background: Position as the Luxury Car category and with each model fitted will V6 or V8 Engine Target Audience: Predominantly Males, Age 35 to 44 Online Media Strategy: Placement within Sites with potential readers age 35 to 44
    47. 47. © 2012 Innity Corp. All Rights Reserved. News Business & Finance Automotive News Business & Finance Automotive OPTIMIZATION Males ages 35-44 Males ages 35-44 Males ages 35-44 Males & Females aged 18-50 Males & Females aged 25-50 Males & Females aged 23-45 Right Audience
    48. 48. © 2012 Innity Corp. All Rights Reserved. Marketing Ecosystem (The Funnel) Purchase
    49. 49. © 2012 Innity Corp. All Rights Reserved. AWARENESS What's far more relevant now are upper funnel solutions.
    50. 50. © 2012 Innity Corp. All Rights Reserved. We provide you with quality, rich media solutions for display advertising, enabling you to attract highest share of the client’s advertising dollars. Slider View the full demo here: http://network.innity.com/2012/products.html
    51. 51. © 2012 Innity Corp. All Rights Reserved. We provide you with quality, video rich media solutions for video display advertising, enabling you to attract highest share of the client’s advertising dollars. View the full demo here: http://network.innity.com/2012/enroll.html
    52. 52. © 2012 Innity Corp. All Rights Reserved. A brand is a promise. It’s an expectation of an experience.
    53. 53. © 2012 Innity Corp. All Rights Reserved. World Kitchen aims to increase brand exposure amongst audience through contest participation. Utilize high engaging banners - lightbox because it is able to provide various tabs for product information. Contests & prizes to run on microsites and used external social media platform like- Facebook to further maximize contest awareness.
    54. 54. © 2012 Innity Corp. All Rights Reserved. Over online users saw the Ad, users participate in contest Attained interactions and user spend an average of on their microsite View Demo
    55. 55. © 2012 Innity Corp. All Rights Reserved. CONSIDERATION & FAVORABILITY Rich Media Interactivity driving Engagement for ROI
    56. 56. © 2012 Innity Corp. All Rights Reserved. • Campaign with more than 20,000 engagements has 15% more likelihood of users clicking to the website to find out more • Campaign with Interactive Game has 32% of the users spending more time engaging with the Lightbox and 25% more likelihood of completing the engagement cycle • 15s TVC has 49% more viewers completing the TVC as compared to 30s TVC • Campaign with Incentive has 22% more likelihood of users to click to the website
    57. 57. © 2012 Innity Corp. All Rights Reserved. We provide you with quality, mobile rich media solutions for mobile advertising, enabling you to attract highest share of the client’s advertising dollars.
    58. 58. © 2012 Innity Corp. All Rights Reserved. 10,000+ NUMBER OF TOP LOCAL, REGIONAL AND INTERNATIONAL WEBSITES IN OUR NETWORK 18 and growing TOTAL NUMBER OF SEGMENTED CONTENT INTEREST CHANNELS 9,000,000+ (??) NUMBER OF UNIQUE VISITORS EACH MONTH 15 million+ TOTAL NUMBER OF AD IMPRESSIONS MONTHLY
    59. 59. © 2012 Innity Corp. All Rights Reserved.
    60. 60. © 2012 Innity Corp. All Rights Reserved. – from ‘Submit Form’ to ‘Store Locator’ to ‘Share via Social Media’
    61. 61. © 2012 Innity Corp. All Rights Reserved. Programmatic Buying Ecosystem – Real Time Bidding (RTB) SSP / Exchange RTB Auction
    62. 62. © 2012 Innity Corp. All Rights Reserved. Bulk Buying Impressions Targeting large audiences by category Real Time Bidding Pay PER impression Pay for the right audience at the right time Electronics?Electronics? Likes reading Likes gadgets
    63. 63. © 2012 Innity Corp. All Rights Reserved. Programmatic buying / selling of each individual impression, in real time. User visit site How much will you pay for this impression? For this imp… I’ll pay CPM @ $1.50 Agency For this imp… I’ll pay CPM @ $0.50 Agency For this imp… I’ll pay CPM @ $1.00 Agency Real time Bidding featureReal time Auction feature Impression occurs Winner Audience Information Trading Desk
    64. 64. © 2012 Innity Corp. All Rights Reserved. U-Predict utilizes complex algorithms built from the understanding of online audience multivariate attributions to deliver the best performing ads to the audience with the highest intent within 1/20th of a second. User visit site Bid Request  Publisher Domain  Ad Placement  Content Category  Geo Region  Time of Day  Day of Week  Frequency for Sites  Frequency for Creative  Recency for Creative  Device (PC, Smart Phone, Tablet…)  Browser *Example Brand Safety + Targeting Strategies  URL checked to ensure Brand Safety  Filter requirement in order to determine target accuracy  Impression Optimization  Bid Optimization  Creative Optimization u-Predict 0.14% 0.06% 0.31% 0.22% AD AD AD AD AD
    65. 65. © 2012 Innity Corp. All Rights Reserved.
    66. 66. © 2012 Innity Corp. All Rights Reserved. Marketing Ecosystem (The Funnel) Purchase Strategy Purchase ATL Premium Sites, Social BTL Search, Ad network RTB ?? ??
    67. 67. © 2012 Innity Corp. All Rights Reserved. Marketing Ecosystem (The Funnel) Purchase Strategy Purchase Premium Sites Rising Star Video Network Road Blocks Mobile Lightbox Enroll Video Real Time Bidding
    68. 68. © 2012 Innity Corp. All Rights Reserved. For further info or enquires, log on to www.innity.com or email us at sales@innity.com To view our creative showcase, log on to http://network.innity.com/2012/index.html

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