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creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
creating online brand awareness : 5 misunderstandings
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creating online brand awareness : 5 misunderstandings

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a lot of advertisers doesn't use digital media to build up brand awareness. The reasons are often based on misunderstandings. …

a lot of advertisers doesn't use digital media to build up brand awareness. The reasons are often based on misunderstandings.
In this presentation I give an overview of the most important reasons for not using digital media for brand awareness objectives. Each statement is illustrated with an example of how content can be used to create brand awareness, each example shows that the most used statements are based on misunderstandings.

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  • 1. Trusted content
  • 2. Online Professional Publisher Association – Belgian publishers share know-how about the evolution of digital content and the influence on journalism. – Common surveys relevant for publishers, advertisers, institutes, media agencies, … – Defend the importance of content and branding – The association represents 11 news publishers, +/- 60 sites, 750 journalists responsible for a monthly average of 120 000 articles and 11 000 video’s. – More than 880 000 mobile apps downloaded, almost 640 000 tablet apps downloaded
  • 3. +/- 750 journalists
  • 4. Misunderstanding 1 : Ad formats and creative execution are not evolving with the medium
  • 5. The size of an ad doesn’t matter• The world’s biggest banner measures 250x250 pixels and loads 2 800 products, enough to fill an entire IKEA store.• IKEA products help you save space, so the brand decided to prove that point by squeezing an entire store into a banner.• By moving your mouse around, the products get magnified and can be bought when you click through.
  • 6. Creative execution isn’t limited to a number of pixels• Taking the first step toward financial security is the hardest part, but once you’ve taken it you realize “I can do this.”• Commercials featuring the piano-playing Schroeder preparing for the biggest concert of his life. Just as Schroeder overcomes his fears in front of a concert hall full of people, so, too, can the viewer overcome his or her hesitation about purchasing life insurance.• If the user fails to keep up, there is a chance to start over. If 100% accuracy is achieved, he/she can share it on Facebook.• The endscreen of the game offers users the opportunity to like the MetLife Facebook page, visit the official MetLife website and get and get an Instant Term Life Quote.
  • 7. Misunderstanding 2 :The Internet isawash with undifferentiated, low-cost inventory
  • 8. Better brand = better market performance• Motivate consumers who were highly likely to ignore traditional advertising for alcohol brands to consume gin on Friday night.• Why national newspapers? • They are a soul-mate medium. • Readers are highly engaged and paying attention. • Offer the opportunity for creating bespoke editorial that reflects a brands values• How ? • Create The Friday in collaboration with The Telegraph, content to inspire your week-end during the aperitif of Friday evening. • Minisite on Telegraph.co.uk/TheFriday where for the first time ever the Telegraph sites standard blue format was turned Gordons green. Content in The Friday drove readers online to the microsite. Result : • Over 44,000 people entered the competitions hosted on the micro-site over a 6 week period with 40% opting in to hear more from Gordons Gin. • allowed Gordons to be front of mind
  • 9. The force of qualitative content• “Get a Mac !” is a kind of an online soap. 1 personage called “PC” starts a conversation with the other personage called “Mac” about a specific subject.• 66 TV spot ads since 2006.• Content is key to start the conversation
  • 10. Misunderstanding 3 : Too manymetrics, too few that brand marketers really need
  • 11. Talk with publishers for a tailor made impact survey Impact Barometer – quantitative Brand Value Check - qualitative
  • 12. Misunderstanding 4 : Online offers unreliable targeting
  • 13. It’s not only about socio- demographique targeting• Data from house-hunting site is linked with content in banner. The banner automatically suggest a Nissan car for you based on your budget, neighborhood and family size.
  • 14. Content targeting is magic• Weather-activated display media by Johnson & Johnsons for Neutrogena Sun in strong collaboration with content sites (Sydney Morning Herald and the Melbourne Age)• Synchronised, rich media banners are triggered by the UV index. When the UV index is high, the leaderboard is served and shines rays on the online publishers weather map, triggering an invisible layer with Neutrogena Suns signature protection arc.
  • 15. Misunderstanding 5 : buyingimpressions doesn’t mean anything
  • 16. It’s about leading brands in a cross platform world• Online Russian newspaper “The Village” launched an app designed to help every day people shame douche bag drivers by taking a photo of the car, where image recognition reads the number plates to find the driver, before naming and shaming them in real-time across banners and media placements on popular websites in Russia.
  • 17. 1. Strong content can help to make the love connection for brands. 2. Everything is possible, when you have an idea go for it and don’t let it escape. 3. Talk with content sites, they have more in house than a ratecard. 4. Brand awareness has to be measured as a part of the wholeCONCLUSION communication plan, almost all content publishers can offer a solution. 5. It’s about leading brands in a cross media platform world.
  • 18. st@siskatruyman.com0497 03 91 22

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