3. Rising Stars Give Rise to New Opportunities
PAID
Expandable
Video Player
300px
X
1050px
OWNED
Interactive
Maps
EARNED
Social
Media
4. Content Represents the Next Evolution in Digital
Brands
Brands Consumers
Consumers
Leverage it
Leverage it Crave it
Crave it
92% 76%
Have or plan to Want exclusive
have a content content and
strategy in place information
5. Success Rests On 2 Core Pillars
CONTENT MARKETING
Aggregating Driving
Consumers to
Trusted Engage & Share
Journalism Content
6. How We’re Aligning Brands with Premium Content
Content Tied to a
Specific Brand
Message
Sponsored Content
Opportunities
Content Easily 100% SOV on all Articles
Distribution Across Integrated Within High
Forbes & Martini Impact Ad Unit
Network
Social
Integration
7. Rich Content + Rich Media
Content Tied to a
Specific Brand
Message
Sponsored Content
Opportunities
Content Easily 100% SOV on all Articles
Distribution Across Integrated Within High
Forbes & Martini Impact Ad Unit
Network
9. Rich Media Units Deliver Valuable Engagement
Interaction Interaction
3x Rate 2x Time
10. Tom O’Regan
Thank You
Thank You CRO, Martini Media
tom.o'regan@martini-corp.com
Andrew Corn
Acting CMO, Dynamics, Inc
acorn@e5aim.com
Join the Conversation
Editor's Notes
The digital landscape has changed greatly over the past decade. From banner ads and email ads of yester-year to rich media today, digital has come along way
IAB Rising Stars really has opened the door for innovation and creativity online. With video and social media integration, brands could now tell a compelling story online vs asking a user to click now, or buy here. We actually discovered an added benefit of one these units in particular, the Portrait. Our advertisers were unknowingly creating a paid, owned and earned media strategy. So what exactly is paid, owned, earned media? Essentially, paid is any media that a brand specifically pays for; search, display ads, etc. Owned is any channel a brand controls; web site, blog, Facebook page, etc. And earned, the most coveted and hardest to secure, is media customers use to help spread the brand’s message; social media, WOM, etc. The key to paid, owned, and earned media is understanding the way that each of the different media types work together and being able to seamlessly integrate and execute a plan that leverages all three elements to achieve the intended goal of the model. It has often been a challenge to do all three simultaneously. However, if used correctly, this Portrait can act as the ultimate paid, owned, and earned media tool. This 300 X 1050 Portrait unit includes state-of-the-art plug and play functionality, delivering a streamlined and impactful brand canvas. With three different modules for brand’s to use as they see fit, this ad unit can feature a compelling brand video while simultaneously incorporating social media elements like Facebook or Twitter feeds. Each module can essentially be aligned to the paid, owned, and earned media strategy. Paid - Leverage the largest module in the IAB Portrait ad unit for brand messaging. This module offers the opportunity to showcase a brand’s video assets with an expandable video player. This provides a beautiful canvas to convey a brand story and build long-term relationships with existing and new customers. Visa used this to promote its’ cross-borders campaign, using Visa in Paris to be exact. Owned - The smaller modules can be used for just about anything. Some brands have used this real estate to conduct surveys, have picture galleries, or even used for content integration, something we have just did exclusively with Forbes. In this case, Visa included an interactive map of restaurants that accepted Visa cards as well as a twitter feed Earned: This module can be used for a brand to interact with customers via photo galleries or live chat. Visa incorporated a twitter feed with their brand and the restaurants participating in the cross-boarders promotion, letting people tweet their own thoughts.
Brands - research from Econsultancy indicates that marketers are already defining content marketing strategies. Consumers want content from brands according to a 2012 Yahoo survey Also – according to a cNBC survey - Consumers are significantly more likely to remember an ad when it was integrated with compelling, meaningful content*
Its not about creating content to sell something or to create for SEO purposes, it’s about aligning your brand with content that emotionally connects with a consumer enough to have them engage and share.
Universal Interaction Rate The percent of users who purposely enter the frame of an ad continuously for at least 0.5 seconds or more Universal Interaction Time The average amount of time users spent on the ad
