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Dead Trees To Digital


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Dead Trees To Digital

  1. 1. From Dead Trees To Digital Digital Magazine Ads: Why is it the time right to jump in? 10.27.08 Andrew Marc Goldman V.P., Group Planning Director/Solutions Lead RAPP
  2. 2. timing is everything <ul><li>MEDIA CONVERGENCE: DIGITAL PUBLISHING AND ONLINE ADVERTISING </li></ul><ul><ul><li>Noise is low, but learnings are high </li></ul></ul><ul><ul><li>On-demand Consumerscape SM </li></ul></ul><ul><ul><ul><li>Digital apathy </li></ul></ul></ul><ul><ul><ul><li>Platform convergence </li></ul></ul></ul><ul><ul><ul><li>Everyone’s sharing </li></ul></ul></ul><ul><ul><ul><li>Betas are cool! </li></ul></ul></ul>
  3. 3. consumer habits <ul><li>SO WHAT? </li></ul><ul><ul><li>“ Our readers prefer print to pixels. They wont pay for digital” </li></ul></ul><ul><ul><li>“ We already have assets and existing processes for print” </li></ul></ul><ul><ul><li>“ It’s too new. We’re waiting to see how consumer adoption trends.” </li></ul></ul>* Consumer Digital Lifestyle Survey, March 2008 <ul><li>PREFERENCE, PRECISION, POTENTIAL! </li></ul><ul><ul><li>Harrison Group and Zinio*: </li></ul></ul><ul><ul><ul><li>Top factors that influence digital over paper purchases </li></ul></ul></ul><ul><ul><ul><ul><li>Access, control, portability, flexibility (sounds on-demand to me!) </li></ul></ul></ul></ul><ul><ul><li>Email, Chat and social networking remain the top online activities </li></ul></ul><ul><ul><ul><ul><li>We’ve been perfecting processes and analyzing, targeting, and ‘right-sizing’ advertising on the Web for more than a decade </li></ul></ul></ul></ul><ul><ul><li>Web access and penetration = exponential scale for content circulation </li></ul></ul>
  4. 4. consumer habits <ul><li>PARTICIPATION </li></ul><ul><ul><li>Social Networking platforms allow everyday people to participate in communities larger than their physical neighborhood. </li></ul></ul><ul><ul><li>Sharing allows us to form communities, or ‘tribes’ of collaborative consumers. </li></ul></ul><ul><ul><ul><li>Segment: “…a group of homogeneous persons – they share the same characteristics – who are not connected to each other; a segment is not capable of collective action, its members are simple consumers…”* </li></ul></ul></ul><ul><ul><ul><li>Consumption Tribe: “…a network of heterogeneous persons – in terms of age, sex, income, etc. – who are linked by a shared passion or emotion; a tribe is capable of collective action, its members are not simple consumers, they are also advocates…”* </li></ul></ul></ul>* Source: Cova and Cova; the Handbook of Consumer Psychology, by Haugtvedt, Herr, Kardes, CRC Press, 2008
  5. 5. branded content and participation <ul><li>A CASE STUDY IN SCALE </li></ul><ul><ul><li>Gardasil’s “Wall” on Facebook </li></ul></ul><ul><ul><ul><li>Merck’s viral vaccination for a common cause of Cervical Cancer. </li></ul></ul></ul><ul><ul><ul><li>A blank wall became a platform for knowledge sharing and expression. </li></ul></ul></ul><ul><ul><ul><li>5000 joined the day it launched. </li></ul></ul></ul><ul><ul><ul><li>Weeks later, 22,000. </li></ul></ul></ul><ul><ul><ul><li>Today over 55,000 members </li></ul></ul></ul>
  6. 6. content <ul><li>HIGH-TECH AND BUSINESS NEWS CONTENT ON THE RISE </li></ul><ul><ul><li>BPA top reported digital titles: </li></ul></ul><ul><ul><ul><li>Oracle, Eweek, Computer Weekly (Q1-2 2008) </li></ul></ul></ul><ul><ul><li>Harrison, Zinio Study top-reported digital categories: </li></ul></ul><ul><ul><ul><li>IT & Computing, Hobby/Spec. Interest, General News & Information </li></ul></ul></ul><ul><ul><li>Global Audiences </li></ul></ul><ul><ul><li>Tribal </li></ul></ul><ul><ul><li>Early Adopters </li></ul></ul>
  7. 7. logical start <ul><li>LEVERAGE EXISTING ASSETS </li></ul><ul><ul><li>Online assets exist </li></ul></ul><ul><ul><li>Ad-serving models exist </li></ul></ul><ul><ul><li>Data Analytics approaches exist </li></ul></ul><ul><ul><li>The future of digital media targeting in an on-demand world is being developed right now </li></ul></ul>
  8. 8. take advantage of today’s leaders <ul><li>CASE STUDY: AD-SERVING AND AD PLAN ANALYSIS </li></ul><ul><ul><li>Datran Media’s Aperture technology </li></ul></ul><ul><ul><ul><li>Verified offline demos with millions </li></ul></ul></ul><ul><ul><ul><li>of online users at the HH level </li></ul></ul></ul><ul><ul><ul><li>Reporting output can help size demos </li></ul></ul></ul><ul><ul><ul><li>Type of tool that can sync with general </li></ul></ul></ul><ul><ul><ul><li>online plans to converge opps for advertisers </li></ul></ul></ul><ul><ul><ul><ul><li>Example of a platform that is capable of both </li></ul></ul></ul></ul><ul><ul><ul><ul><li>micro-segmentation (tribal, HH) and macro- </li></ul></ul></ul></ul><ul><ul><ul><ul><li>segmentation (demo) </li></ul></ul></ul></ul><ul><ul><ul><li>This is where ad serving IS going. </li></ul></ul></ul><ul><ul><ul><li>This is one way to find your early adopters! </li></ul></ul></ul>Courtesy, Datran Media,
  9. 9. innovate and create <ul><li>AS ON-DEMAND EXPECTATIONS GROW, THE DESIRE TO PARTICIPATE IS STRONG! </li></ul><ul><ul><li>Beta your magazine! Beta your ads! Beta Community! </li></ul></ul><ul><ul><ul><li>Adaptive conversations </li></ul></ul></ul><ul><ul><ul><li>Facebook applications </li></ul></ul></ul><ul><ul><ul><li>Mobile apps (i.e. iPhone) </li></ul></ul></ul><ul><li>USE DIRECT MARKETING TO MEASURE ENGAGEMENT </li></ul><ul><ul><li>Readers: Response rates and clicks </li></ul></ul><ul><ul><li>Platforms: Time of day, time on site </li></ul></ul><ul><ul><li>Investment: Cost per impression </li></ul></ul><ul><ul><li>Experience : Cost per engagement </li></ul></ul>
  10. 10. timing really is everything <ul><li>IT’S A GOOD TIME TO LEARN. </li></ul><ul><li>A GOOD TIME TO TEST. </li></ul><ul><ul><li>Online assets exist … use them for more than just R.O.N. </li></ul></ul><ul><ul><li>Ad-serving models exist … push technologists! </li></ul></ul><ul><ul><li>Data Analytics approaches exist … use them to ‘right-size’ buys </li></ul></ul><ul><ul><li>Integration with digital media plans </li></ul></ul><ul><ul><li>makes sense in an on-demand world … start slow but steady </li></ul></ul><ul><ul><li>Talk to your media consultants and create the </li></ul></ul><ul><ul><li>opportunities for digital publishing. </li></ul></ul>
  11. 11. Thank you! Andy Goldman E: