Interactive Media

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October 2011

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Interactive Media

  1. 1. interactive Marketing
  2. 2. Who is this guy?
  3. 3. Ben (Morton)   Adver7sing  zealot.  student.   lifelong  Nashvillian,   @NashvilleBen.  traveller.   painter.  writer.      experiencer.       millenial.      
  4. 4. theroadhere
  5. 5. Rockstar day.
  6. 6. A day in the work of…Research.  Media  planning.  Media  buying.  Client  Billing.  Invoice  Payment.  Ad  Trafficking.  New  Business  Leads.  
  7. 7. interWhat isactive Marketing?
  8. 8. traditional advertising has  been  a  MONOLOGUE
  9. 9. but  interactive media is  a  DIALOGUEDIALOGUE
  10. 10. NEW MARKETINGFUNNEL s
  11. 11. The  one  medium  that  is  a  compila7on  of  the  other  media  types.   the internet
  12. 12. It’s  not  just  a  new  medium.  It’s  a  reinven7on  of  all  other  media,  too.  No  wonder  it’s  a  game  changer.   wo rld the internet
  13. 13. It  calls  for  individualized  approaches  to  people.  It  humanizes  brands.  It  allows  the  highest  degree  of  measurement,  evalua7on  and  op7miza7on.   the internet
  14. 14. media consumption
  15. 15. onadvertisingline
  16. 16. banneradvertising
  17. 17. 2010 U.S. Banner Advertising •  US     Internet  users  received  a  total  of  4.9  trillion  display  ads  (includes  both  sta;c  &  rich  media)   •  Total  number  of  ads  grew  23%  from  Dec  ‘09  to  Dec  ‘10     •  In     Q410,  104  different  brand  adver;sers  delivered  more  than  1  billion  display  ad  impressions  Source: comScore, 2010 Year in Review
  18. 18. Banners aren’t about creative
  19. 19. They’re about targeting•  Your  target  is  online,  you  just  have  to  find  them    •                     Geographic  targe;ng    •                     Demographic  targe;ng  •                     Contextual  targe;ng  •                     Behavioral  targe;ng  •                     Retarge;ng  •                     Nontarge;ng  •                     The  advantage  to  using  ad  networks  
  20. 20. onlinevideo
  21. 21. 2010 U.S. Online Video Market •  Online  video  gains  momentum  with  179  million  Americans  watching  each  month  (+32%  PY)     •  The  average  American  spent  more  than  14  hours  watching  online  video  (+12%  PY)     •  Video  Ads  comprised  16.4%  of  all  videos  streamed  (+12%  PY)    Source: comScore, 2010 Year in Review
  22. 22. optim arket ing mat iz io n!Search ng eti Engine m arkoptimization!
  23. 23. 2010 U.S. Search Market •  Grew  12%  overall  in  2010  –  driven  by  unique  (+4%)  &  searches  per  searcher  (+8%)     •  Microsoa  sites  saw  largest  growth  in  search  volume  at  29%    Source: comScore, 2010 Year in Review
  24. 24. eMail marketing
  25. 25. •  Email to your own database •  Or to a “guest list”
  26. 26. onlinesocial networks
  27. 27. 2010 U.S. Social etworking   2010  U.S.  Social  N Networking •  9     out  of  every  10  U.S.  Internet  users  now  visit  social  network  sites  each  month   •     Accounts  for  12  percent  of  all  ;me  spent  online  in  2010  (average  4.5  hrs  spent  mo.)   •     Facebook  accounted  for  10%  of  US  Page  Views  Source: comScore, 2010 Year in Review
  28. 28. Brands are friends.
  29. 29. It does matter.
  30. 30. viral sharing
  31. 31. power topeople the
  32. 32. Case Studies
  33. 33. Case Study: MyKirklands.com Building an online community.
  34. 34. Case Study: Cha-Ching! Building a Facebook community.
  35. 35. Case Study: Most Righteous RideBe relevant.
  36. 36. Speak the language. Either make them really happy or really mad.
  37. 37. Case Study: Dream Masheen Be timely. Immediately.
  38. 38. To  live  a  crea7ve  life,    we  must  lose  our  fear     of  being  wrong.   -­‐Joseph  Chilton  Pearce   (American  author  of  books  on  child  development)  
  39. 39. Kindness  that  enables  mediocrity    is  the  worst  kind  of  mean.  -­‐Andrew  Keller    (Execu7ve  Crea7ve  Director,  Crispin  Porter  +  Bogusky)    

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