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Reach, Touch, Engage

by Ingrid Ihasz on Dec 06, 2009

836 views

Szabó Ákos prezentációja a Microsoft/Adaptive rendezvényén (2009. nov. 26.).

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Szabó Ákos prezentációja a Microsoft/Adaptive rendezvényén (2009. nov. 26.).

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We can’t find grandma…And neither can the advertisers.
We can’t find grandma…And neither can the advertisers.
We can’t find grandma…And neither can the advertisers.
We can’t find grandma…And neither can the advertisers.
50% of Europe is now online
We can’t find grandma…And neither can the advertisers.
I believe you can build brand in a digital world – and potentially more so here’s whyBranding is about changing perceptions. People learn by repetition and more so when linked to an emotional connection Teachers don’t just talk or show videos, they get you to write things down, get you to talk about it in groups – they get you involved… Strikes deeper connections… that is what helps you remember
The new consumer is a two-headed monster – can be best friend or worse nightmare...
It is instant in, and instant out, and then we wonder why relationships don’t last?We try to measure that with the fast paced metric of “click”
It is instant in, and instant out, and then we wonder why relationships don’t last?We try to measure that with the fast paced metric of “click”
Some things have not changed. If I want to build a relationship - Whether that is friends, family, partner. Birthdays, Thanks giving or Christmas, moments when you can all come together and spend quality time.If you want to build something solid, something that is going to last, whether personal or brand, I need to invest in those relationships. It still takes time...
We can’t find grandma…And neither can the advertisers.
Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments
Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments
Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments
Its a busy world and so much is fighting for our attention... Times have changed. We are in the instant digital world. Its fast-paced learning. Time is now even more precious. Now in this fragmented world it is about grabbing a few moments of my time. We have to learn to build brand moments
Web 2.0 is about communicationThe connection between search and display audience questions and advertiser answers.a conversation between advertiser and consumer!!! This is ADVERTSING 2.0!!!Understanding actual user journeys is absolutely paramount at understanding the true effects for brand building online. What they are doing on site, and what the results are afterwards. Click is only a very tiny proportion of the real effects of online. Its understanding the 995!!!Sony Ericsson have a global agreement with Eyeblaster for all their search and display advertising, because we are helping them to create impact and then understand the effects of that impact in developing their brand online.Have confidence to build brand on site where users are, tangibly measure those effects immediately and then see the results of the effects as they move down the purchase funnel. No, we no longer need to get people to go elsewhere to have brand experience.Yes, we can begin to measure brand impact online.
35% of everything we do online is communicate – we talk!!
Web 2.0 is about communicationThe connection between search and display audience questions and advertiser answers.a conversation between advertiser and consumer!!! This is ADVERTSING 2.0!!!Understanding actual user journeys is absolutely paramount at understanding the true effects for brand building online. What they are doing on site, and what the results are afterwards. Click is only a very tiny proportion of the real effects of online. Its understanding the 995!!!Sony Ericsson have a global agreement with Eyeblaster for all their search and display advertising, because we are helping them to create impact and then understand the effects of that impact in developing their brand online.Have confidence to build brand on site where users are, tangibly measure those effects immediately and then see the results of the effects as they move down the purchase funnel. No, we no longer need to get people to go elsewhere to have brand experience.Yes, we can begin to measure brand impact online.
Web 2.0 is about communicationThe connection between search and display audience questions and advertiser answers.a conversation between advertiser and consumer!!! This is ADVERTSING 2.0!!!Understanding actual user journeys is absolutely paramount at understanding the true effects for brand building online. What they are doing on site, and what the results are afterwards. Click is only a very tiny proportion of the real effects of online. Its understanding the 995!!!Sony Ericsson have a global agreement with Eyeblaster for all their search and display advertising, because we are helping them to create impact and then understand the effects of that impact in developing their brand online.Have confidence to build brand on site where users are, tangibly measure those effects immediately and then see the results of the effects as they move down the purchase funnel. No, we no longer need to get people to go elsewhere to have brand experience.Yes, we can begin to measure brand impact online.
Web 2.0 is about communicationThe connection between search and display audience questions and advertiser answers.a conversation between advertiser and consumer!!! This is ADVERTSING 2.0!!!Understanding actual user journeys is absolutely paramount at understanding the true effects for brand building online. What they are doing on site, and what the results are afterwards. Click is only a very tiny proportion of the real effects of online. Its understanding the 995!!!Sony Ericsson have a global agreement with Eyeblaster for all their search and display advertising, because we are helping them to create impact and then understand the effects of that impact in developing their brand online.Have confidence to build brand on site where users are, tangibly measure those effects immediately and then see the results of the effects as they move down the purchase funnel. No, we no longer need to get people to go elsewhere to have brand experience.Yes, we can begin to measure brand impact online.
Web 2.0 is about communicationThe connection between search and display audience questions and advertiser answers.a conversation between advertiser and consumer!!! This is ADVERTSING 2.0!!!Understanding actual user journeys is absolutely paramount at understanding the true effects for brand building online. What they are doing on site, and what the results are afterwards. Click is only a very tiny proportion of the real effects of online. Its understanding the 995!!!Sony Ericsson have a global agreement with Eyeblaster for all their search and display advertising, because we are helping them to create impact and then understand the effects of that impact in developing their brand online.Have confidence to build brand on site where users are, tangibly measure those effects immediately and then see the results of the effects as they move down the purchase funnel. No, we no longer need to get people to go elsewhere to have brand experience.Yes, we can begin to measure brand impact online.
Re-targetting the consumerWhenever we talk about re-targgeting it feels a little like we are creating this system that at some point in the future we are going to get a visit form Arnie who is going to say – its YOU – YOU created Skynet!

Reach, Touch, Engage — Presentation Transcript

Reach
Touch
Engage
A Nagyit nem érjük el!
A hirdetők sem.
REACH
TNS-NRC Interbus
A Nagyit nem érjük el!
A hirdetők sem.
internetezők:
15-24 évesek 84%
25-34 évesek 67%
35-49 évesek 53%
TNS-NRC Interbus
A Nagyit nem érjük el!
közösségi média/e fő
Messenger 2.900
IWIW 2.600
MyVIP 1.200
Facebook 450
Gemius-Ipsos Fusion
A Nagyit nem érjük el!
Messenger penetráció:
15-17 évesek 92%
18-22 évesek 86%
23-25 évesek 71%
TNS-NRC Interbus
79% elérés
A Nagyit nem érjük el!
Minden második Messenger felhasználó
24 évesnél idősebb!
Medián Webaudit
TOUCH
ENGAGE
Natural Born
Clickers
comScore / Starcom USA
2009. október
Összes kattintó:
Jul 07 32%
Mar 09 16%
Nem kattintó:
Jul 07 68%
Mar 09 84%
85% katt/8% felhasználó
UX
felhasználói élmény
közösségi média
(eltöltött idő óra, perc):
Messenger 16:02
IWIW 4:46
MyVIP 5:41
Facebook 1:41
Gemius-Ipsos Fusion
Radar alatt
Nuke ’em!
Radar alatt
Nuke ‘em
build
brand
moments
- Kövesd a célcsoportot!
- Tedd kényelmessé!
- Adj valamit!
Branded Space
Branded Space
Branded Space
Multiple Branding
Messenger Attitűd
Oszd meg!
és rulez…
Oszd meg (és rulez)!
Oszd meg (és rulez)!
I’ll be
back

Reach, Touch, Engage

by Ingrid Ihasz on Dec 06, 2009

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Reach, Touch, Engage — Presentation Transcript