Ses 8december08 Chicago


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Presentation at December 8, 2008 SES Conference in Chicago

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Ses 8december08 Chicago

  1. 1. Presentation for SES Chicago, 8 December 2008 Ashley J. Swartz, CEO of North America <ul><ul><li>Ag8 </li></ul></ul>
  2. 2. Open Source, Real Time Media Search insight through stories <ul><ul><li>Transmedia </li></ul></ul>
  3. 3. <ul><ul><li>How, when and where to attribute revenue gains in search and display. </li></ul></ul>Why does search get all the credit?
  4. 4. Search gets all the credit…its human nature <ul><ul><li>Display is an art, not a science </li></ul></ul><ul><ul><li>Price transparency is tough in display </li></ul></ul><ul><ul><li>Search is more data driven, and linear in nature </li></ul></ul><ul><ul><li>Search is more risk averse; both in execution and in cost of entry </li></ul></ul><ul><ul><li>Engagement; creative vs. media strategy </li></ul></ul>
  5. 5. Proposition: Apples to Oranges <ul><ul><li>Right tools for the right job </li></ul></ul><ul><ul><li>Better understanding of display will result in improved results for your client and higher ROI , increasing overall spend </li></ul></ul><ul><ul><li>Collaboration with and improved understanding of digital agencies will result in better search results and unexpected insights </li></ul></ul>
  6. 6. Proposition: Understanding objectives will result in understanding of gains <ul><ul><li>Ask questions of client; gain understanding of their communicated AND implied business objectives </li></ul></ul><ul><ul><li>Understand their business and its challenges </li></ul></ul><ul><ul><li>Use digital agency as sounding board to vet and work in a coordinated fashion </li></ul></ul><ul><ul><li>Is it? </li></ul></ul><ul><ul><li>- Revenue </li></ul></ul><ul><ul><li>- Brand awareness </li></ul></ul><ul><ul><li>- Improved/changed perception </li></ul></ul><ul><ul><li>- Operating margin/profit </li></ul></ul><ul><ul><li>- Better asset utilization </li></ul></ul><ul><ul><li>- In the non-core product offering </li></ul></ul>
  7. 7. Search versus display
  8. 8. The Funnel: Best practices Search Display High Touch Low Touch
  9. 9. Opportunity: Leverage new display technologies to obtain search insight <ul><ul><li>Rich media units </li></ul></ul><ul><ul><li>Interactive content units; IAB standard widgets and gadgets </li></ul></ul><ul><ul><li>Playable banners </li></ul></ul><ul><ul><li>Video </li></ul></ul>This is nothing more than portfolio planning or defining a ‘media mix’
  10. 10. Fast Forward: Storytelling is the semantic web <ul><ul><li>Audience media consumption patterns have changed, so should search </li></ul></ul><ul><ul><li>Mine intelligence based on richer queries and interactions; story telling </li></ul></ul><ul><ul><li>Leverage RSS life streams to gain deeper insight and fine tune localized search strategies </li></ul></ul><ul><ul><li>Be prepared to capitalize on searchable rich media </li></ul></ul><ul><ul><li>Go to where users are digitally socializing; this is where the most affective search strategies will be delivered </li></ul></ul><ul><ul><li>Force platforms to innovate </li></ul></ul>
  11. 11. Web 3.0: The Bespoke Web <ul><ul><li>Successful search campaigns of tomorrow will enable brands to deliver the perception of bespoke information, content and stories </li></ul></ul><ul><ul><li>Crowd source insight, don’t rely only on mining it </li></ul></ul><ul><ul><li>Shift the model from binary to semantic; linear to lateral strategy basis and optimization </li></ul></ul>
  12. 12. <ul><ul><li>Ag8 </li></ul></ul>[email_address]
  13. 13. Definitions <ul><ul><li>Transmedia: </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Transmedia storytelling, also called multiplatform, crossmedia or enhanced storytelling, is storytelling across multiple forms of media. By using different media, it attempts to create &quot;entrypoints&quot; through which consumers can become immersed in a story franchise's world. The aim of this immersion is decentralized authorship, or transmedial play.[1] </li></ul></ul><ul><ul><li>Creative Commons License: </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Creative Commons licenses are several copyright licenses released on December 16, 2002 by Creative Commons, a U.S. non-profit corporation founded in 2001. </li></ul></ul><ul><ul><li>Many of the licenses, notably all the original licenses, grant certain &quot;baseline rights&quot;,[1] such as the right to distribute the copyrighted work without changes, at no charge. </li></ul></ul>