The seminar traces the evolution in content, userbehaviour and media landscape and then look at the roadaheadtowards a future where it willbenogood just putting out a funny 30-second film or a TV ad and hoping it goes viral. Consumerswant more from theirbrands.
Online display advertising continues to increase as a percentage of the overall marketing mix, and according to PricewaterhouseCoopers’ (PwC) Special Report, Global Entertainment and Media Outlook, the Internet will be the second-largest advertising medium by 2014. As quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider.Much of this growth in display ad spending is a result of the increasingly fragmented nature of the Internet. With the growth of portals and social networks as well as online video and gaming, marketers have more options than ever before to engage with consumers online, creating endless opportunities, but also raising many questions about the appropriate approach in this complex environment:
It would be great if we could measure rise in brand perception, awareness etc. but often we have to realize that we have to rely on the data avaliable to us. Luckily many of the users actions say a lot about their engagement…http://www.youtube.com/watch?v=0DcqPzO26os
When technology delivers basic needs, user experience dominates." (Donald Norman - MIT)
Website and Searchwas the firsttwo online components to challenge the Peakn’Valleyplanning and initiate the idea of marketing activitiesthat are ”Always On”. Thismeanswecan launch content on the back of eachother with launch every 2-3 weeks. The result is more efficientplanning as well as economies of scale.