Presentacion AMDIA RSS

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Presentacion de Ramiro Sanchez de Reuters NY, sobre RSS como medio publicitario en MKTG2.0

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Presentacion AMDIA RSS

  1. 1. How can content syndication help advertisers? Buenos Aires - October 25, 2006
  2. 2. Agenda <ul><li>Who is Reuters? </li></ul><ul><li>What is Content Syndication? </li></ul><ul><li>How can Content Syndication help Advertisers? </li></ul><ul><ul><li>Coca Cola Light Case Study </li></ul></ul><ul><ul><li>Ameritrade Case Study </li></ul></ul>
  3. 3. Agenda <ul><li>Who is Reuters? </li></ul><ul><li>What is Content Syndication? </li></ul><ul><li>How can Content Syndication help Advertisers? </li></ul><ul><ul><li>Coca Cola Light Case Study </li></ul></ul><ul><ul><li>Ameritrade Case Study </li></ul></ul>
  4. 4. Direct from the Source 360° of content News Business Investing Politics Technology Entertainment Sports Environment
  5. 5. Reuters is the world’s largest producer and owner of content <ul><li>Content in every form </li></ul><ul><ul><li>Largest producer of text, video and photos in the world </li></ul></ul><ul><li>Representing every corner of the globe </li></ul><ul><ul><li>Reaching over 1 billion people every day in 18 languages with 192 bureaus worldwide </li></ul></ul><ul><li>An indispensable source for the financial community </li></ul><ul><ul><li>Real-time market data and information used to trade billions by over 330,000 financial professionals everyday </li></ul></ul>
  6. 6. <ul><li>One platform through multiple devices </li></ul>Reuters delivers impact and value to clients Mobile Video Online iTV Outdoor
  7. 7. Agenda <ul><li>Who is Reuters? </li></ul><ul><li>What is Content Syndication? </li></ul><ul><li>How can Content Syndication help Advertisers? </li></ul><ul><ul><li>Coca Cola Light Case Study </li></ul></ul><ul><ul><li>Ameritrade Case Study </li></ul></ul>
  8. 8. What is Content Syndication? <ul><li>Content Syndication is a term used to refer to accessing web content (Text, Pictures, etc) in other site </li></ul><ul><li>RSS (Really Simple Syndication) is an XML format designed for syndicate content </li></ul><ul><li>Web publishers can make their content available through syndication by using RSS to produce 'feeds' </li></ul><ul><li>Readers and/or web publishers can access the content of particular sites with content syndication when they use aggregators and/or feeds generators . </li></ul>
  9. 9. Agenda <ul><li>Who is Reuters? </li></ul><ul><li>What is Content Syndication? </li></ul><ul><li>How can Content Syndication help Advertisers? </li></ul><ul><ul><li>Coca Cola Light Case Study </li></ul></ul><ul><ul><li>Ameritrade Case Study </li></ul></ul>
  10. 10. How can Content Syndication help advertisers? <ul><li>Case Study </li></ul>Creating a dedicated content feed that suits and enhances advertisers brand Driving the right audience to the right user/brand experience through syndication Case Study
  11. 11. How can Content Syndication help advertisers? <ul><li>Case Study </li></ul>Creating a dedicated content feed that suits and enhances advertisers brand Driving the right audience to the right user/brand experience through syndication Case Study
  12. 12. <ul><li>Case Study </li></ul>On A Lighter Note Media Reuters Sign Mobile
  13. 13. Campaign Goals <ul><li>Diet Coke’s primary objectives were to amplify relevance of Diet Coke with casual users to enhance the brand experience and engage consumers with the brand. Also to motivate more consumption of Diet Coke among its less frequent drinkers while solidifying the iconic role of Diet Coke in today’s culture. </li></ul><ul><ul><li>Target Adults M/F 25 - 49 </li></ul></ul><ul><ul><li>Educated, experienced, upwardly mobile </li></ul></ul><ul><ul><li>Committed to themselves as adults, yet still identify with lightheartedness of youth </li></ul></ul><ul><ul><li>Embracing new found responsibilities and seeking upliftment to support their drive </li></ul></ul><ul><ul><li>Already engaged with the brand somewhat, drink on occasion </li></ul></ul><ul><ul><li>Appreciate that Diet Coke gives them a lift </li></ul></ul>
  14. 14. <ul><li>Campaign Details </li></ul><ul><li>Reuters Media created a custom publishing content module of “lighter” or feel good news stories and content that more closely aligned with the Diet Coke brand. The module provided prominent home page placement for Diet Coke and linked to a custom branded page containing video, photos and additional stories with the theme of lighter, feel good news and content. </li></ul><ul><li>The content module is dynamically updated through a RSS feed . </li></ul><ul><li>A key feature of the program allowed for the syndication of the module across other online publishers powered by Reuters content. </li></ul><ul><li>The program for Diet Coke also featured: </li></ul><ul><ul><li>Sponsorship of a dedicated video channel with 15 and 30 second commercials running throughout video news stories </li></ul></ul><ul><ul><li>Sponsorship of a downloadable custom branded mobile application </li></ul></ul><ul><ul><li>Outdoor campaign on The Reuters Sign of the Diet Coke: On A Lighter Note </li></ul></ul>Media Reuters Sign Mobile Dedicated Video Channel
  15. 15. Campaign Elements Fully branded home page content module
  16. 16. Campaign Elements Custom Branded Landing Pages
  17. 17. Dedicated Video Channel Campaign Elements
  18. 18. Custom Downloadable Mobile Application Campaign Elements
  19. 19. Campaign Elements The Reuters Sign
  20. 20. Source: MediaPost Online All Stars – The Brightest Creative, Marketing and Media Minds 2005 October 2005 Supplement “ MediaVest’s crowning achievement in the digital space over the last year, however, may be its pairing of Diet Coke with Reuters. The agency put forward an ambitious program for a customized newswire . It meant creating an algorithm of sorts to retrieve and display lighter Reuters fare that aligned with the Diet Coke brand. MediaVest coordinated delivery of the Reuters content via and RSS feed, a mobile application, and a ticker-like device for online ads.&quot; Quoted from MediaPost’s profile of Scott Witt Group Director-Digital, Coca-Cola City A Unit of Starcom, MediaVest Group Campaign Elements
  21. 21. How can Content Syndication help advertisers? <ul><li>Case Study </li></ul>Creating a dedicated content feed that suits and enhances advertisers brand Driving the right audience to the right user/brand experience through syndication Case Study
  22. 22. Case Study Earnings Season Sponsorship <ul><li>Ameritrade objective is to amplify the relevance of Ameritrade with Active Investors during this high investing activity period. Engage investors with the brand and develop an Earnings Season experience that is contained in the brand. </li></ul><ul><ul><li>Target active investors that are interested in all information related to that specific stock, industry or big announcements during Earnings Season </li></ul></ul><ul><ul><li>Audience comes from both, loyal Reuters users and Syndicated content </li></ul></ul>Loyal users Syndicated Content
  23. 23. Syndicated content constitutes an important source of Reuters traffic Blogs Smaller Specialized Sites RSS Feeds Reuters Video Player Reuters Headline Wizard Tool Special Deals
  24. 24. How good is to use syndicated content to drive traffic? The Good Targeted The Bad Promiscuity Viral Unknown profile Reliability – Opt in Tracking User Anonymity Easy Unsubscribe
  25. 25. How does syndicated content manifest itself?
  26. 26. Fastest growing in uniques among leading news sites Source: Nielsen//NetRatings June 2006. US Only Home/work panel. *Among Financial News & Information Category Washingtonpost.com New York Times USA Today.com ABC News CNN -20% 58% 25% 17% 7% 4% Reuters has 58% growth year over year according to Nielsen//NetRatings June 2006 vs. June 2005 Unique Users (% Change)
  27. 27. Redesigned Article Page exposes all relevant content for an investor +50% Engagement 1 4 5 3 2
  28. 28. Campaign Elements Earnings Season Sponsorship Investing Article Page Dedicated Video Channel Investor Update Newsletter Earnings Season Card Earnings Calendar Market Commentary
  29. 29. In summary… <ul><li>To implement and update online content </li></ul><ul><li>To make internet advertising more useful: reinforce the brand message by delivering value to the user </li></ul><ul><li>To target audiences with relevant interests to the brand </li></ul><ul><li>Its viral </li></ul>RSS benefits to advertising

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