Reaching the Active Consumer through Experiential Online Media, Alan Cole


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Reaching the Active Consumer through Experiential Online Media

The one-dimensional, non-interactive methods of television, radio, and print advertisements are prosaic approaches that do not inspire interaction, and thereby engagement, with your brand. This presentation will show how leading brands can connect with consumers online through social media, video, low cost incentive programs and messaging that resonates with their lifestyle.

* Alan Cole, Vice President, Active Network, Inc.

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  • Since behaviors change often over time, whereas attitudes remain relatively consistent, behavioral targeting can be limiting Attitudinal targeting leverages well-established research techniques to combine survey research with conventional targeting characteristics Brands should have the ability to more precisely identify and reach audiences based on their attitudes, values, and beliefs
  • Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Uses information collected on an individual's web-browsing behavior to select which advertisements to display to that individual. Delivers their online advertisements to the users who are most likely to be interested. Supported in conjunction with targeting based on factors like geography, demographics or the surrounding content. SEMANTIC TARGETING "Local business owner donates SUV to orphanage" and "Runaway SUV plows into festive crowd--18 dead." The bottom line for an automotive advertiser looking to pitch their new SUV offering is: which article would you want your ad associated with?
  • The study, which looked at ads run on member networks during 2009, showed that among users who clicked on a behaviorally targeted ad, 6.8% converted. That compared with only 2.8% of those who clicked on a run-of-network ad. Clickers found behavioral ads more relevant, but the NAI did not study how likely they were to click in the first place, a key component of effectiveness. CPM rates were likewise significantly higher for behaviorally targeted ads, with the average price of a behaviorally targeted ad 2.68 times greater than that of a run-of-network ad. Retargeting also provided higher CPMs. The message of the article is that behavioral targeting is about twice as effective as non-behavioral targeting, and costs about twice as much. If that’s true, then a marker might correctly ask why they should bother with behavioral targeting. Just  buy twice as much non-targeted for the same price, and get the same result. But the real problem is that the conclusion doesn’t seem supported by the data. There’s something missing here. The first oddity of this study is that the conversion rates are the conversion rates of those who clicked on the ads, not the people that saw the ads. There is no indication of the actual click-through rate, and so there is no data about the conversion rate from impressions. That might be okay if these are exclusively CPC campaigns, but the next table compares the CPM’s of targeted vs. non-targeted campaigns.  At this point you really can’t draw any relationship between a CPM and a rate of conversions of clickers. There may be more data behind the study, but without the missing data you can’t draw any conclusions here.
  • Typically, Experiential is a word that defines “offline” versus “online” marketing and media. However, the trend towards experiential is growing and as major media companies experiment and invest in experiences, online marketers should watch, learn and adapt accordingly. Aegis Media last week that they will unveil Team Epic, a new event and experiential marketing agency combining its Velocity Sports & Entertainment and Vivid Marketing units, and integrating them with the digital media operations of Isobar and the research, tracking and evaluation capabilities of research consultancy Sponsorship Research International (SRi). Longer term, Team Epic plans to integrate with other elements of Aegis Media, including out-of-home specialist Posterscope.
  • Travel industry has first identified Experiential Online Media as a driver for connecting with potential travelers. In this era where most travel planning is done online and social media is all the hype, online experiential marketing is a great way to create emotional connections with target guests and stay ahead of the competition. This live webinar presented by HOTELS' Magazine and sponsored by VFM Leonardo is the second of a three-part series, designed specifically for hoteliers looking for new ways to connect with guests online.
  • When [a woman] becomes a mom, all her media usage goes down except for the Internet. Her engagement in the Internet actually goes up, and her reason for using the Web changes. Now, she’s focused on information gathering because she is in a new role and has to figure many things out. So she’s typing search strings into Google such as “104 fever midnight.” When she becomes a mom, she makes new “mommy” friends because her next-door neighbor, her sister, her mother and her coworker aren’t necessarily pregnant with a three-year-old in the house. But in a mom social network like BabyCenter or others, she can get some really good advice and practical tips from people who understand and have empathy for her. Some 71% of BabyCenter moms say there’s info they would put on BabyCenter that they would never share on Facebook. Some 78% of BabyCenter moms have said that they are willing to listen to marketers who join the conversation in a respectful way, whether it’s giving moms additional support or giving them coupons. Advice is not the only thing that gets shared in social networks. One of the big things that moms share with each other is coupons and deals. Marketers have an opportunity to create these sort of viral moments with these small and focused groups that will then be passed on and have a multiplier effect. does a great job. If they know how old your kid is, they know that your diaper sizes are going to change. They remind you and make recommendations. They don’t tell you to buy newborn diapers a year after you bought them—they tell you to buy diapers for the average size of a one-year-old.
  • Serendipity is a propensity for making fortuitous discoveries while looking for something unrelated. Two serendipitous emails that spoke directly to MY EXPERIENCE and IMMEDIATE NEEDS as a mom. Within three days of each other.
  • Aegis Media today will unveil Team Epic, a new event and experiential marketing agency combining its Velocity Sports & Entertainment and Vivid Marketing units, and integrating them with the digital media operations of Isobar and the research, tracking and evaluation capabilities of research consultancy Sponsorship Research International (SRi). Longer term, Team Epic plans to integrate with other elements of Aegis Media, including out-of-home specialist Posterscope.
  • As a publisher, we constantly look for ways to provide better results to our advertisers. We know our consumer is “active” but, its not enough to target them by interest, geography, or gender. Behavioral targeting or retargeting works, BUT, targeting them along a timeline is THE MOST EFFECTIVE way for our advertisers to see results.
  • Each stage is linked, however, each stage is also distinct.
  • Westin – Creative planning = large scale localization for them.  Westin owns the event details pages for 12 races tied to key markets – tied all to destination races and events.  This allows them to be the only hotel advertiser on the pages our users visit to learn more about the events.  Additionally, we created a new ad unit specifically with their brand in mind – a course map feature.  There is now a 600x30 ad space on the course maps within event details – Westin is running through those.   
  • Westin had 162 bookings out of 5,000 clicks and 7.4 million impressions. Special offer email generated 20% conversion rate. In 4 months, Westin generated 307 bookings. Estimated ROI on the media spend was approximately $50K.
  • Active Trainer Overview: Ten different plans were available for download (running, tri, cross-training…) Over 3,500 free training plans were given out between Feb and March. Since the program didn’t end until April, the company opted to provide discounted plans throughout the duration of the campaign (20% off). Integration within the plans included: Customized module on Active Trainer homepage Customized plans, calendars, daily reminders, tools including headers, colors, logos, and overall look/feel. Ads on the training pages In user’s minds, the brand was part of each stage of the process – with them virtually throughout the 8-week training journey, through event day, and beyond.
  • Powerade wanted to generate awareness of their “Shape Up in 2010” promotion by giving away 3,500 Active Trainer plans between February and April 2010. To help users connect Powerade with the training and event participation experience, the brand was integrated into each phase – from registering for the free plan to tracking daily activity and reflecting on their accomplishments – the Powerade brand was present. In support of the program, Powerade used a combination of online tactics, including: Co-branded house ads on and in newsletters Content mentions through Active and in newsletters Social media Complete sponsorship of the Active Trainer homepage. Sponsorship of special sections, like the nutrition channel, search and homepage ROS media Overall contracted impressions: 7.3 Million. Total delivered impressions: 13.5 Million (over-delivered by nearly 100%) Performance rates were 500% that of traditionally placed ads. (FYi: average CTR for campaign: 1.62% (industry average of about 0.25% --sited by
  • Overview of Jamba Juice campaign: On June first, Jamba Juice launched it’s SuperActive Summer, Powered by Superfruit, campaign. The promotion aims to help people nationwide get fit and healthy this summer by encouraging consumers to get outside and get active by training for and competing in local fun runs, 5Ks and 10Ks within their community, while simultaneously making good food choices, like Jamba Juice fruit smoothies. To support this campaign and its initiative, Jamba Juice created an integrated campaign using a unique combination of online and offline tactics to integrate the brand into each phase of the participation journey: Team of 100 brand ambassadors to represent the brand through word-of-mouth in the local community (at training groups and at events) A large presence, including booth, samples, coupons and giveaways at 20 local endurance events. Distribution of 1 million product coupons at races, health clubs and community centers in relevant locations Online advertising including, sponsorship of the Summer section which includes: Custom logo placements Roadblock ads Online sweepstakes which runs June 1 – September 5. A weekly winner will be selected to receive a $25 gift card. Special offer emails Distribution of 4,000 free custom branded online training plans Screenshot of the Active Summer pages on this slide.
  • Overview of Training Plans: 4,000 free ActiveTrainer plans to be given out this summer to help people train/participate or just get healthy. Cross-training plans for athletes of all levels, including beginner, intermediate and advanced Jamba Juice brand has been woven into each aspect of the training plans, training tools and daily emails. Integration includes: Customized module Ad placements throughout the plan Headers Custom design The program is going well so far and has generated some positive press for Jamba Juice.
  • Training plans, social media channels, Jamba Juice’s own corporate website and Brand Ambassadors are all driving consumer IN STORE.
  • Reaching the Active Consumer through Experiential Online Media, Alan Cole

    1. 1. <ul><li>Online Marketing Summit </li></ul><ul><li>San Jose | June 18, 2010 </li></ul><ul><li>Reaching the Active Consumer through Experiential Online Media </li></ul><ul><li>Alan Cole Vice President, Media + Marketing Active Network </li></ul>
    2. 2. <ul><li>Key Takeaways: </li></ul><ul><li>Trends towards advanced targeting </li></ul><ul><li>2) Specific campaign results achieved when combining creative strategy + purchase cycle + media targeting </li></ul>
    3. 3. Behavioral Targeting Geo Targeting Gender Targeting Semantic Targeting Contextual Targeting Attitudinal Targeting Demographic Targeting Experiential Online Media Retargeting
    4. 4. Behavioral Targeting – Higher CPM, Higher Conversion
    5. 5. Investment will more than double in the next 4 years Spending will Accelerate QUICKLY
    6. 6. Experiential Online Media?
    7. 7.
    8. 8.
    9. 9. Serendipity?
    10. 10. Experiential Online Media? Creative Strategy + Purchase Cycle + Media Targeting
    11. 11.
    12. 12. Search & Register Train & Prepare Participate Reflect & Recommit Active Consumer Participation Journey
    13. 13. Success requires more than a click-through
    14. 14. <ul><li>Westin </li></ul>
    15. 15. <ul><li>Westin </li></ul><ul><li>Click-thru performance was 57% better than traditional (non-targeted ads). </li></ul><ul><li>The overall campaign generated a positive ROI for Westin. </li></ul>
    16. 16. <ul><li>Powerade </li></ul>
    17. 17. <ul><li>Powerade – Video & Social Media </li></ul>
    18. 18. <ul><li>Wheaties Fuel </li></ul><ul><li>Official Cereal of Ironman </li></ul><ul><li>On-Pack Promotion </li></ul><ul><li>On-Site Activation </li></ul><ul><li>Nationwide Sampling </li></ul>Online In-Person In market June 26!
    19. 19. <ul><li>Jamba Juice </li></ul>
    20. 20. <ul><li>Jamba Juice </li></ul>
    21. 21. <ul><li>Jamba Juice </li></ul>
    22. 22. Fan Acquisition is a New Metric of Success
    23. 23. <ul><li>As a planner, publisher, or advertiser, think beyond “just” targeting… immerse yourself in the consumer experience. </li></ul>
    24. 24. <ul><li>Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested. Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content. </li></ul><ul><li>Contextual Targeting: A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. The advertisements may be displayed on the webpage or as pop-up ads . For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query. </li></ul><ul><li>Semantic targeting aims to match the specific context of content on page within a website to an available advertising campaign . A key difference of semantic targeting to a contextual advertising system is that, instead of scanning a page for bidded keywords, a semantic system examines all the words and identifies the senses of those words. For example, if the user is viewing a website relating to golf, where that website uses semantic targeting, the user may see advertisements for golf related topics, such as golf equipment, golf holidays etc. Advertisers can locate their ads in given categories using a specific taxonomy , ensuring that their ads will only appear in the context that they request. </li></ul><ul><li>Glossary </li></ul>
    25. 25. <ul><li>Alan Cole </li></ul><ul><li>Vice President, Media + Marketing </li></ul><ul><li>Active Network </li></ul><ul><li>[email_address] </li></ul><ul><li>858-964-6037 </li></ul><ul><li> </li></ul><ul><li>Thank You! </li></ul>
    26. 26. <ul><li>Thank You </li></ul><ul><li>Visit </li></ul><ul><li> </li></ul><ul><li>f or more information </li></ul><ul><li>Follow us @OMSummit </li></ul>