Katie fischer beam path to purchase

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Katie fischer beam path to purchase

  1. 1. The Impact of Technologyon TraditionalAdvertisingKatie FischerUS Media Manager, BeamMay 1, 2013
  2. 2. This is our consumer• They know they have a voice,recourse and power tochange the course of yourbrand• Their voice is loud and far-reaching• They have expectations as tohow you will behave as aresponsive brand• They have infinite choices asto how they want to engage2
  3. 3. Total video viewing is on the rise3Source: The Nielsen Company. The Cross-Platform Report, Q4 2012. Based on total users of each medium.
  4. 4. 4Look familiar?
  5. 5. TV is no longer the primary screenWe use an average of 3 different screen combinations every day5
  6. 6. 6Content , Content, Content!Time to Attract instead of Detract
  7. 7. PublicRelationsPrint &OOHDigital &SocialTVThe established practiceTraditional MediaStrategy• The Brand strategy ispushed through eachmedium– Each medium is self-contained– Reach is limited toits own universe andaudienceBrand Idea7
  8. 8. • Moving from360°advertising, toadvertising 365 days• Giving them access totheir preferred outlets toengage with the Brand• Campaigns allow forinteresting brandexperiences that theconsumers can own,build, share, riff on andcustomize, creatingengaged advocatesEngaged AwarenessMedia StrategyChanging strategy structure8
  9. 9. Digital continues to gain momentum9
  10. 10. Content ad formats are on the rise10
  11. 11. Spending shifts to content & mobile11
  12. 12. Think of our consumersas a TV Network12The new ‘networks’Make your consumers workharder for you, by workingharder for themthey determinewhat they will ‘air,’to what audiencesthey measure theirmessages through likes,shares & tweetsgive them a reason to engage withyou, to share your brand storythey will reward you with theirinfluence and advocacy
  13. 13. Key principalsStart to capitalize on theability to drive influenceand engagement at scalein real time13
  14. 14. The time in now14
  15. 15. #THANKYOU!Katie FischerKatie.Fischer@beamglobal.com@katiekatefisch15

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