Interactive Media


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for Advanced Marketing class, October 2011

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  • Thanks for allowing me to be here and to share my experiences with you.
  • You might be asking yourself… “Who is this guy?”
  • Well, I’m Ben. Morton, to be exact. I’m a lifelong Nashvillian – born and raised here in Music CityI’m just a typical millenial, skeptical of advertising – that decided to go into advertising because well – I found myself passionate about it.I’m a student of many things, desiring to constantly learn and grow both as an individual and as a professional. And in my spare time, I like to travel, paint, write and wakeboard.
  • So how did I get to be here in front of you today? Well, I’d say it all started with me being a Chemistry/pre-dental major at Middle Tennessee State University. In my third year of college, I was depressed because I wasn’t passionate about anything I was doing. Between organic chemistry and learning that dentists had the highest rate of suicide in the country, I decided this just wasn’t the place for me. So I went back to the undergrad catalog and began searching all over for my place. After discovering advertising I really began to explore the way that creativity and business principles coexisted and for the first time, I found myself passionate about what I was doing. So I did a PR internship and an ad internship while in college then I graduated and went to work for Bohan Advertising & Marketing the gulch. Within 3 years of beginning as a trainee, I worked thru an assistant position, and then as a “Brand Engagement Specialist”. In December of last year, I was offered the media director position at redpepper ad agency and that’s where I am today!
  • Redpepper is known for its culture. redpepper is “a place where your creativity thrives and benefits others.” And in under 2 minutes, I’d like to show you a quick video of things we’ve been working on this year…
  • A day in the work of a media director at redpepper consists of many various tasks including creating media plans for clients, buying approved media plans, billing clients for media placed, approving payment of invoices from vendors and trafficking our ads to their respective vendors. In addition, a good media director is always on the lookout for new business leads and going ons of the ad world. Immersing yourself into the marketing world and being aware of learnings throughout all hours/days is key to learning. You can’t do all your learning inside the four walls of your office during the 9-5 hours.
  • What is interactive marketing? Some call it digital, some call it new, some call it non-traditional… although sometimes it strays from all of these definitions. So what is it and why is it so hard to define? Well, let’s start by defining what it’s NOT. Interactive marketing is the opposite of “traditional” advertising.
  • Traditional advertising has been a monologue where advertisers talk, talk, talk, but never don’t take the time to listen or interact in return. Traditional advertising was this way because mass media channels allowed advertisers to broadcast to consumers without consumers being able to interact/respond. But all that changed when interactive media showed up to play.
  • Interactive media changed the advertising landscape from a monologue show to one of dialogue. Now interaction not reach determines outcome. Traditional advertising could be very calculated and predictable, but interactive media feels often times more like public relations where things change daily and the public plays a huge role in your own message.
  • Knowing that advertising has switched from a monologue to a dialogue allows us to reimagine the marketing funnel(s). Instead of the traditional marketing funnel like you see at the top: awareness, engagement, interest, evaluation and sale – we can now imagine a second marketing funnel which begins with a viral share, trusted evaluation, targeted referral, and then sale. Both sides of this marketing funnel are equally important and must play well together in a good modern marketing plan.
  • Why is the internet different from every media that came before it? Why should we jump onboard with it? Won’t it just another media to be overshadowed by something else down the road? Well consider these factors which make interactive media different from all the media that came before it…The internet is not just another medium. It is the ONE medium that is a compilation of the other media types.
  • Not only is it a compilation of other media – it requires all other media types to reinvent themselves in order to survive. It gives the consumers what they want and creates new challenges/opportunities for marketers.
  • The internet also requires things of marketers that no medium before it really has…It calls for individualized approaches to people like no other media does. It forces brands to become human or die. And the favorite part about the internet for clients is that it allows for the highest degree of measurement, evaluation and optimization of marketing campaigns.
  • Let’s start with taking a glance at media consumption…Despitethe huge growth in the online world, there still remains a large gap between the time consumers spend online and the investments advertisers make in the online world. In 2009, consumers spent 38% of their time online while only 14% of advertising budgets were spent on online media. There are several key things to remember with this chart: #1 – advertisers still (often times) think creatively in traditional means. They envision a creative execution as a TV commercial or as a newspaper ad. But the modern marketing world will not accept this model any more. The advertisers that will be best able to engage consumers will be those that allow the media plan to be part of the creative plan. Where the channel shapes the message as much as the other way around. #2 – Advertisers are having a very hard time monetizing interactive media like they were able to for traditional channels.
  • I know you are all very familiar with online advertising, but I challenge you (today) to look at it a little differently as I break it down into today’s industry.Let’s start with a look at the online world…
  • What most people think of when they hear online advertising. They think of those pesky rectangles that show up on all of their favorite websites.
  • Here’s a glance at the growth of banner ads over the past one year. As you can see, the growth has been continual and over the course of 2010, a total of 4.9 trillion display or banner ads were served.
  • The term banner ad usually refers to a display image ad that can be bought on a website. Banner ads are never going to be the sexiest media creative. They are never going to be the most wanted job of graphic designers. If they are viewed only from a creative perspective, they may as well go extinct. But, truthfully, banner ads aren’t about creative.
  • The next type of online advertising is online video.
  • In December of this past year, users spent over 14 hours, on average, watching video online. Over 16% of these videos were ads.
  • There’s different types of online video. One of the first and most basic types is called preroll. It’s when advertisers (usually) repurpose a TV commercial by running it prior to an online video. There’s preroll on most video sites – everything from to YouTube has preroll. Most limit preroll ads to :15 – the max attention span of consumers.
  • Preroll may also exist on sites such as Hulu. But in addition to preroll, they host other types of advertising as well. You may see “billboards” - :05 to :10 still shots of a logo accompanied by ‘brought to you by…’ Online video can go so far to encompass advertiser created videos/channels on Youtube as well.
  • Search engine optimization and search engine marketing are often used interchangeably in conversation, but they aren’t exactly the same thing. Optimization refers to the modifying your own website so that it appears higher within the organic search engine results. Marketing refers to paid placements of advertisements so that they appear near relevant search engine results. Marketers will have heated conversations about which is the best and most pertinent, but really they are both vital. The key is not which, but when. Both must be updated on a regular basis: optimization so that you are adjusting to google’s and bing’s ever changing algorithm and marketing so that you are continuing to beat your competitors with relevancy.
  • The search market which is huge saw a 12% growth again during 2010. 69% of searches happened thru google and 24% thru Bing. Microsoft sites saw the the largest growth in search volume at +29%. You can choose to place search ads through each of these engines individually. OR, like banner ads, you can place directly with a search network that will manage your presence across all sites.
  • The last true type of online advertising that I will speak to today is email marketing. Email marketing is an essential in today’s marketing world. It is one of the easiest ways to track direct sales into a retail location. Email marketing can be very inexpensive if clients are good at collecting their consumers information into a database. If clients are not collecting, compiling and keeping a database up-to-date, it can be much more expensive to acquire lists or rent them from vendors.
  • Now to the part that everyone wants to talk about. The buzz phrase of the decade: social networks. Social networks truly blur the lines between advertising, public relations, customer service and consumer generation like no other channel before it. It is a beast all its own.
  • Nine out of every ten US internet users now visit social network sites each month. Facebook alone accounted for 10% of US page views in 2010. The trouble is not how consumers use it, they know how. The trouble is how do advertisers make use of it. There are paid ad placements available on most of these sites, and that can be important, but remember that ads are now competing with friends of users. In addition, there’s a huge opportunity to be present in unpaid places. And it’s extremely hard for advertisers to monetize this space. They don’t know if it should be used for branding, driving sales or as customer service. There are a few brands using it successfully in each of those categories. TECHNIQUE ALWAYS FOLLOWS TECHNOLOGY.
  • You know this world so well so I won’t take too much of your time explaining it to you the way we have to do for clients. But I do want to share some examples of how brands compete in today’s social world. Brands now have to compete with a facebook user’s friends and other non-advertising people for attention. Brands have to become human to users or they become irrelevant to them within the social world. Above is an example that I pulled from Facebook of a campaign that was happening at the time I created this slide a couple of weeks ago. Oreo decided in order to engage its fans it would try and break the Guiness World Record for most ‘likes’ on a post within 24 hours. It sounded like a nobel idea. Get your fans involved by allowing them to be part of breaking a world record, and in the end get a ton of PR for your own brand. There was no set record before them so it was a done deal, right?Wrong. Enter Lil’ Wayne who happened to see Oreo’s post and campaign a mere four hours after they posted the challenge. So what does he do? Post the challenge to his own fans for them to break the record instead. 24 hours later Oreo had just shy of 120,000 likes on their post. BUT Lil’ Wayne had over 650,000 likes. Wow. How’s that for a good idea gone wrong? Either way oreo probably received a lot more PR thru being beaten by Lil’ Wayne then they ever would have if he hadn’t challenged them. It just goes to show that Oreo competes against celebrities who compete against your friends all for your attention in this space. You have to be creative. You have to be relevant. You have to be useful to users.
  • It does matter. Whether you are present in social media or not, you are shaping your companies’ future. If your users aren’t in social media, don’t search for them there. If they are, you may choose to meet them there. But, you would never have a TV campaign without a strategy behind it. In the same way, don’t do social media because you have to, have a strategy for the way that you’ll go about it. Otherwise, you’ll just be wasting time spinning your wheels.
  • Think of viral sharing as Earned Media. Instead of paid placements, they are earned placements. You’ve gained trust with consumers somehow and now they want to spread your message. Both paid media and earned media are key to building brands. But remember viral sharing is the entry point into the new second marketing funnel – so make sure that content you provide is in a sharable format.
  • In the end, it all comes down to more power to the people. Control is leaving the hands of advertisers in favor of the consumers. Advertisers don’t have to be scared. If they are doing things the right way, the consumers will continue to carry the good message for the advertisers. And at a lower cost.
  • Virtually every brand seems to want an inordinate amount of Facebook likes right now, and we’ve had a feeling we’d be pretty good at helping out if we got the chance. Then along came Kirkland’s, looking for a way to grow their Likes. We jumped at the chance. The goal of the campaign was three-fold: increase Facebook Likes dramatically, create consumer engagement and drive people in-store.Our answer was Cha-Ching! – a Facebook exclusive campaign with two parts. To reach fans outside the demographic, we built a cash register that added a dime to its pot of money for every new Like, and we promised to give the whole amount away after a month. But once people liked the page, they gained access to a mischievous game of swapping, which gave true fans the chance to win daily prizes. Every interaction appeared on players’ walls, causing the number of impressions to soar. And in only a month, we earned Kirkland’s 200,000 new Likes.
  • A case study on being relevant. Be what they need, not necessarily what you need.Red Kap, an industrial workwear brand, had an interesting problem. 16 million people wore the brand every day, and almost none of them knew it. In other words, after almost 90 years of being in business, the brand needed to make a big introduction to the world.Imagine you’re at a cocktail party. When you meet someone new, you first talk about your interests and build rapport before you get into what you do for a living, right? Similarly, our first step in raising brand awareness was to create a place where potential fans (particularly car lovers) would be naturally drawn. Enter The Most Righteous Ride, a site dedicated to finding the greatest car ever forged by human hands. After all, what car lover couldn’t spend days on end judging car after car on their eternal worth?
  • Our ads quadrupled the average click thru rates of banner ads and Facebook rewarded us with one of the lowest CPCs ever. 17 cents. Because of the relevancy of the ads, which produced an enormously high click rate, which resulted in a very low CPC, we were able to maximize our $300 budget. In the first month of the campaign, we had 7,900 click thrus from our ads 10,294 unique visitors total. Each user played on average 43 times. 650 people sent in photos of their own cars to be included on the site.
  • A case study on the importance of being timely. And by timely I mean, IMMEDIATE.Poor Charlie Sheen. Remember him? Besides the value of bi-winning, he taught us one major thing: if you want to capitalize on someone’s downward spiral, or any fleeting opportunity like it, you must act quickly and powerfully. Well, we brought the power. DreamMasheen was created by a small team over a few late nights of pizza. It’s essentially a random quote generator, but it also provides the corresponding audio clip for download and the ability to search for a specific quote if you desperately need to hear Chuck call you his high priest ninja warlock. But sadly, we missed the “quickly” mark by a matter of hours and another site took off instead. Apparently, like the man himself, more than one Sheen site would be too much for this fragile world to handle.
  • Interactive Media

    1. 1. inter<br />active<br />Marketing<br />
    2. 2. Who is this guy?<br />
    3. 3. Ben<br />(Morton)<br />Advertising zealot.<br />student.<br />lifelong Nashvillian,<br />@NashvilleBen.<br />traveller.<br />painter. writer. <br />experiencer. <br />millenial. <br />
    4. 4. the<br />road<br />here<br />
    5. 5.
    6. 6. Rockstar day.<br />
    7. 7.
    8. 8. A day in the work of…<br />Research.<br />Media planning.<br />Media buying.<br />Client Billing.<br />Invoice Payment.<br />Ad Trafficking.<br />New Business Leads.<br />
    9. 9. inter<br />What is<br />active<br />Marketing?<br />
    10. 10. traditional advertising<br />has been a<br />MONOLOGUE<br />
    11. 11. but<br />interactive media<br />is a<br />DIALOGUE<br />DIALOGUE<br />
    12. 12. NEW MARKETING<br />FUNNEL<br />s<br />
    13. 13. The one medium that is a compilation of theother media types.<br />the<br />internet<br />
    14. 14. It’s not just a new medium.<br />It’s a reinvention of all other media, too.<br />No wonder it’s a game changer.<br />world<br />the<br />internet<br />
    15. 15. It calls for individualized approaches to people.<br />It humanizes brands.<br />It allows the highest degree of measurement, evaluation and optimization.<br />the<br />internet<br />
    16. 16. media consumption<br />
    17. 17. on<br />advertising<br />line<br />
    18. 18. banner<br />advertising<br />
    19. 19. 2010U.S. Banner Advertising<br /><ul><li> US Internet users received a total of 4.9 trillion display ads (includes both static & rich media)
    20. 20. Total number of ads grew 23% from Dec ‘09 to Dec ‘10
    21. 21. In Q410, 104 different brand advertisers delivered more than 1 billion display ad impressions</li></ul>Source: comScore, 2010 Year in Review<br />
    22. 22. Banners aren’t about creative<br />
    23. 23. They’re about targeting<br /><ul><li> Your target is online, you just have to find them
    24. 24. Geographic targeting
    25. 25. Demographic targeting
    26. 26. Contextual targeting
    27. 27. Behavioral targeting
    28. 28. Retargeting
    29. 29. Nontargeting
    30. 30. The advantage to using ad networks</li></li></ul><li>video<br />online<br />
    31. 31. 2010 U.S. Online Video Market<br /><ul><li> Online video gains momentum with 179 million Americans watching each month (+32% PY)
    32. 32. The average American spent more than 14 hours watching online video (+12% PY)
    33. 33. Video Ads comprised 16.4% of all videos streamed (+12% PY)</li></ul>Source: comScore, 2010 Year in Review<br />
    34. 34.
    35. 35.
    36. 36. marketing<br />optimization<br />Search Engine<br />marketing<br />optimization<br />
    37. 37. 2010 U.S. Search Market<br /><ul><li> Grew 12% overall in 2010 – driven by unique (+4%) & searches per searcher (+8%)
    38. 38. Microsoft sites saw largest growth in search volume at 29%</li></ul>Source: comScore, 2010 Year in Review<br />
    39. 39. eMail<br />marketing<br />
    40. 40. <ul><li>Email to your own database
    41. 41. Or to a “guest list”</li></li></ul><li>
    42. 42.
    43. 43. on<br />line<br />social networks<br />
    44. 44. 2010 U.S. Social Networking<br />2010 U.S. Social Networking<br /><ul><li> 9 out of every 10 U.S. Internet users now visit social network sites each month
    45. 45. Accounts for 12 percent of all time spent online in 2010 (average 4.5 hrs spent mo.)
    46. 46. Facebook accounted for 10% of US Page Views</li></ul>Source: comScore, 2010 Year in Review<br />
    47. 47. Brands are friends.<br />
    48. 48. It does matter.<br />
    49. 49. viral<br />sharing<br />
    50. 50. power<br />to the<br />people<br />
    51. 51. Case Studies<br />
    52. 52. Case Study:<br />Building an online community.<br />
    53. 53. Case Study: Cha-Ching!<br />Building a Facebook community.<br />
    54. 54.
    55. 55.
    56. 56.
    57. 57.
    58. 58.
    59. 59. Case Study: Most Righteous Ride<br />Be relevant.<br />
    60. 60. Speak the language.<br />Either make them really happy or<br />really mad.<br />
    61. 61. Case Study: Dream Masheen<br />Be timely. Immediately.<br />
    62. 62. To live a creative life, <br />we must lose our fear <br />of being wrong.<br />-Joseph Chilton Pearce<br />(American author of books on child development)<br />
    63. 63. Kindness that enablesmediocrity<br />is the worst kind of mean.<br />-Andrew Keller <br />(Executive Creative Director, Crispin Porter + Bogusky) <br />