Research presentation: The Brand Element of Online Video AdvertisingMediaPost
ย
The success of your video ad doesn't solely depend on drop off and completion rates. It's about brand impact. In some ways, what you know about optimizing the brand impact of TV advertising translates beautifully but on the other hand it's really a whole new world.
Video content has the ability to be more relevant and useful to the users, and therefore more persuasive but our research shows that despite improvements in repurposed TV advertising, there is a strong aversion by consumers to these ads when they are attempting to access streaming content. Driving ROI should not come at the detriment of brand.
Presenter:
Ann Green, Senior Partner, Corporate Innovation and Solutions, Millward Brown
Research presentation: The Brand Element of Online Video AdvertisingMediaPost
ย
The success of your video ad doesn't solely depend on drop off and completion rates. It's about brand impact. In some ways, what you know about optimizing the brand impact of TV advertising translates beautifully but on the other hand it's really a whole new world.
Video content has the ability to be more relevant and useful to the users, and therefore more persuasive but our research shows that despite improvements in repurposed TV advertising, there is a strong aversion by consumers to these ads when they are attempting to access streaming content. Driving ROI should not come at the detriment of brand.
Presenter:
Ann Green, Senior Partner, Corporate Innovation and Solutions, Millward Brown
Welcome to a world of conversations and relationships. Facebook is not an evil time-waster, a community just for college students, or something scary or irrelevant for marketers โ even you B2B folks. Facebook is a tool (a social utility, as they would say) for connecting people with those around them. And, as with any social media tool, marketers have an opportunity to use Facebook to expand their online footprint and engage with customers directly.
Topics include:
1) Why social media and Facebook are important
2)Tips for increasing your business presence & engaging with prospects directly on Facebook
3) What to measure and how to track the success of your Facebook programs
Welcome to a world of conversations and relationships. Facebook is not an evil time-waster, a community just for college students, or something scary or irrelevant for marketers โ even you B2B folks. Facebook is a tool (a social utility, as they would say) for connecting people with those around them. And, as with any social media tool, marketers have an opportunity to use Facebook to expand their online footprint and engage with customers directly.
Topics include:
1) Why social media and Facebook are important
2)Tips for increasing your business presence & engaging with prospects directly on Facebook
3) What to measure and how to track the success of your Facebook programs
1. Branding in
Social Media Era
w/ 2010 Cannes International Festivals Winners Case Study
SK marketing & company
Communication Center, Digital Branding Team
Kevin Lee (์ด์ค์) Planner
July 05, 2010
6. โTechnology is shifting the power away from
the editors, the publishers, the establishment, the media elite.
Now itโs the people who are in control.โ
๊ธฐ์ ์
ํธ์ง์, ๋ฐํ์ธ ๋ฑ ๊ธฐ์กด ๋ฏธ๋์ด ์๋ฆฌํธ๊ฐ ์์ ํ๋ ํ์๋ฅผ
์ผ๋ฐ ์ฌ๋๋ค์๊ฒ๋ก ์ฎ๊ธฐ๊ณ ์๋ค
Rupert Murdoch
12. โ
Officially, social media is
โan umbrella term that defines the various activities
that integrate technology, social interaction, and the construction
of words, pictures, videos, and audio.โ (Wikipedia)
24. โA revolution doesn't happen
when a society adopts new tools.
It happens when society adopts
new behaviors.โ
Clay Shirky
Author, Consultant, Professor at NYU
27. ์๋ก ๋ํํ๋ฉฐ ์ํฅ์ ์ฃผ๊ณ ๋ฐ๋ ์ฌ๋๋ค (online and/or offline)
๊ทธ๋ฐ ์ฌ๋๋ค๊ณผ ํจ๊ป ํ๊ณ ์ ํ๋ ๋ธ๋๋๋ค
BRAND
B
BRAND
F
BRAND
C
BRAND BRAND
A G
BRAND
BRAND D
E
๏ง Source: Dachis Group
32. โConsumers are beginning
in a very real sense to own our brands
and participate in their creation.
We need to begin to learn to let go.โ
์๋น์๋ค์ด ์ค์ง์ ์ผ๋ก ๋ธ๋๋๋ฅผ ์์ ํ๊ณ ,
๋ญ๊ฐ๋ฅผ ์ฌ์ฐฝ์กฐํ๊ธฐ ์์ํ๋ค
์ฐ๋ฆฌ๋ ์ด์ ๋ธ๋๋๋ฅผ ๋์ค ์ ์์ด์ผ ํจ์ ๋ฐฐ์์ผ๋ง ํ๋ค
A.G. Lafley
CEO & Chairman, Procter & Gamble
33. โDigital is the centerpiece of a broader campaign.
I think thatโs become a real integral part of how we use
the web, moving beyond just promoting web addresses
in TV spots or print ads to really making them a critical
part of the storytelling for the brands.โ
์ง์ ํ ์บ ํ์ธ ํตํฉ์ ์ํด ๋์งํธ์ ์ค์ฌ์ ๋์๋ผ
๋จ์ํ TV๊ด๊ณ ๋ ์ธ์๊ด๊ณ ์ ํํ์ด์ง ์ฃผ์๋ฅผ ๋ฃ๋ ๊ฒ์ ๋ฐ์ด๋์ด
๋ธ๋๋ ์คํ ๋ฆฌํ ๋ง์ด ์ด๋ฃจ์ด์ง๋๋ก ๋์งํธ์ ํต์ฌ์ ์ผ๋ก ํ์ฉํด์ผ ํ๋ค
Rob Master
Media Director, North America
Unilever
34. โIf itโs not worth talking about,
itโs not worth doing.โ
๋งํ ๊ฐ์น๊ฐ ์๋ค๋ฉด, ํ๋ํ ๊ฐ์น๋ ์๋ค๋ ๊ฒ์ด๋ค
Andy Sernovitz
Author of โWoM Marketing: How Smart Companies Get People Talkingโ
38. 2010 Cannes Festivals Titanium and Integrated Lions Grand Prix
: Nike LIVESTRONG Chalkbot
ํธ์ํฐ๋ฅผ ํตํ ์ฐธ์ฌ
๋ฐฐ๋๊ด๊ณ ๋ฅผ ํตํ ์ฐธ์ฌ
39. 2010 Cannes Festivals Titanium and Integrated Lions Grand Prix
: Nike LIVESTRONG Chalkbot
Armstrong's decision to return is part of advertising.
That's where integration is going. It's not just another TV spot.
click to watch
40. 2010 Cannes Festivals Titanium and Integrated Lions Grand Prix
: Best Buy Twelpforce
This is a Business-Changing Idea!
์ฌ๋๋ค์ ์ ์์ ํ์ ๋ํ ๋์์ด ํ์ํ๋ค
๊ทธ๋ฌ๋ ๋ฒ ์คํธ๋ฐ์ด์ ๋ค๋ฅด์ง ์๊ณ ์๋ ๋์์ ๋ฐ์ ์ ์์๋ค
๊ทธ๋์ ๋ฒ ์คํธ๋ฐ์ด๋ Twelpforce๋ฅผ ์์ํ๋ค
2,000์ฌ ๋ช ์ ์ ๋ฌธ๊ฐ๊ฐ ํธ์ํฐ๋ฅผ ํตํด 24/7 ๊ณ ๊ฐ์ ๋๊ณ ํจ๊ป ํ๋ ๊ทธ๋ฐ ์๋น์ค๋ฅผ!
41. 2010 Cannes Festivals Titanium and Integrated Lions Grand Prix
: Best Buy Twelpforce
"It's a really big idea that can move the industry forward with
how we tie into physical space, retail, channels, associates and service."
click to watch
42. 2010 Cannes Festivals Media Lions Grand Prix
: Canon Australia EOS Photochains
Canon EOS๋ง์ Social Network of Photography ๊ตฌ์ถ
๋ฉ์ง ์ฌ์ง์ ๊ธฐ์ (technology)์ด ์๋ ์๊ฐ(inspiration)์์ ์์๋๋ค
์ฐ๋ฆฌ๋ ์๋ก์ด ์ฌ์ง ํฌ๋ฆฌ์์ดํฐ๋ธ์ ๊ฒฝํ๊ณผ ์ฐ๊ฒฐ์ ์ํด Photochain๋ฅผ ์์ํ๋ค
๊ทธ๋ฆฌ๊ณ ์ด Photochain์ Canon EOS๋ง์ Social Network of Photography๋ก์ ์ง๊ธ๋ ์ฑ์ฅํ๊ณ ์๋ค
43. 2010 Cannes Festivals Media Lions Grand Prix
: Canon Australia EOS Photochains
โข ํธ์ฃผ์์๋ง 20,000 ๊ฑด ์ด์์ ํฌํ ์ ๋ก๋
โข ํธ์ฃผ ๋ด Canon EOS M/S 67% ์์น
click to watch
44. 2010 Cannes Festivals Cyber Lions Grand Prix
: Volkswagen Sweden The Fun Theory
Fun obviously can change behavior for the better
ํญ์ค๋ฐ๊ฒ์ BlueMotion Technologies
Driving Fun์ ๊ทธ๋๋ก ์งํค๋ฉด์ ์นํ๊ฒฝ ์๋์ฐจ๋ฅผ ๊ตฌํํ๋ ํ์ ์ ๊ธฐ์
์นํ๊ฒฝ ์ฐจ๋์ ๋๋ผ์ด๋น ํ๋ ๊ฒ์ ๋ ์ฌ๋ฏธ์๋ ๊ฒ์ด๋ฉฐ,
์ฌ๋ฏธ์๋ ๊ฒ์ ์ฌ๋๋ค์ ํ๋์ ๋ฐ๊ฟ ์ ์๋ค๋ ๊ฐ์ค์ ์ธ์ ๋ค
๊ทธ๋ฆฌ๊ณ ์ฝ๊ณ ๋ ์ฌ๋ฏธ๋ ์์ด๋์ด๋ฅผ ํตํด ์ฌ๋๋ค์ ํ๋์ ๊ธ์ ์ ์ผ๋ก ๋ฐ๊ฟ์ผ๋ก์จ ์ด๋ฅผ ์ฆ๋ช ํด๋๋ค
Fun Theory ๋ธ๋ก๊ทธ, Fun Theory Award ์ฌ์ดํธ, ์ ํฌ๋ธ ์ฑ๋ ๋ฑ์ ํตํ ๋ฌดํ ๋ฐ์ด๋ด!
45. 2010 Cannes Festivals Cyber Lions Grand Prix
: Volkswagen Sweden The Fun Theory
click to watch
46. 2010 Cannes Festivals Promo & Activation Lions Grand Prix
: Gatorade Replay
Real Participation by Real People
๋ฏธ๊ตญ 30๋์ 70%๊ฐ ํ๊ต ์กธ์ ํ ์ด๋์ ํ์ง ์๋๋ค
๊ทธ๋ ๋ค๋ณด๋ ๊ฒํ ๋ ์ด ์๋น๋๋ ๋ ๋จ์ด์ง๊ธฐ ๋ง๋ จ
๊ฒํ ๋ ์ด๋ 30๋๋ค์๊ฒ ์น๋ถ๋ผ๋ ์ด์ ์ ์คํํฌ๊ฐ ๋ค์ ๋ถ๋ถ๋๋ก
Real ์บ ํ์ธ, REPLAY ์บ ํ์ธ์ ์์ํ์๋ค
62. Social Engagement Measurement
โข Social Engagement Top 100 Brands โข Brands Fall Into One of Four Engagement Profiles
โข Engagement Correlates to Financial Performance
๏ง Source: Wetpaint & AltimeterGroup
63. ์์ ๋ฏธ๋์ด ์์ฒด๋ Owned Media
๊ทธ๋ฌ๋ ์ฌ๋๋ค๊ณผ ํจ๊ป ํ๋ ์ค์ง์ ๋ด์ฉ์ Earned Media
Type Definition Examples Benefits Challenges
TV, ๋ผ๋์ค In Demand Clutter
Paid ๋์ ์ฃผ๊ณ
์ ๋ฌธ, ์ก์ง Control Low Response Rate
Media ๊ตฌ๋งคํ ๋ฏธ๋์ด
์ธํฐ๋ท(DA, SA) Immediacy Poor Credibility
์ฌ๋ณด Control No Guarantee
Owned ๋ธ๋๋๊ฐ
ํํ์ด์ง, ๋ธ๋ก๊ทธ Cost Efficiency Rarely Trusted
Media ๋ณด์ ํ ๋ฏธ๋์ด
ํธ์ํฐ/ํ์ด์ค๋ถ ๊ณ์ Longevity Time to Scale
Followers
์ฌ๋๋ค๊ณผ์ ๊ด๊ณ ์ Most Credible No Control
Earned Friends
๋ ธ๋ ฅ์ ํตํด Influential Can be Negative
Media Conversations
์ป์ด์ง ๋ฏธ๋์ด Lives On Hard to Measure
WOM, Buzz, Viral
๏ง Source: Forrester Research
64. Paradigm Shift
from Paid Media towards People-Powered Earned Media
Credibility
Earned
Media
Paid
Media
Owned
Media
Control
65. Paradigm Shift
Every Medium Goes Socialized
Twitter ๏ Facebook on TV Twitter ๏ Facebook on XBOX
67. Change or Die
๋ฐ์ What do we have to say? ์ ์ฐ๋ฌผ์์ ๋ฒ์ด๋
What can the brand help people?
How will we get the brand talked about?
How will we get people to participate?
์ ๋ํ ๋ต์ ๊ตฌํ๋ผ!
์กฐ์ง ๊ธฐํ-์ ์-๋งค์ฒด๊ตฌ๋งค Old-fashioned ๋ถ์ ๋ฐฉ์์์ ๋ฒ์ด๋
์คํ ๋ฆฌํ ๋ง๊ณผ ํ ํฌ๋๋ฌ์ง ์ฐ๊ฒฐ์ด ๊ฐ๋ฅํ ์ธ๋ ฅ ๊ตฌ์ฑ์ผ๋ก
Silo-jumper๊ฐ ๋์ด ์ผํ๋ ๋ฌธํ๋ฅผ ๊ตฌ์ถํ๋ผ!
๋ณด์ Paid-Media์ ๋ํ
Commission-based Model๋ก๋ ๊ทผ๋ณธ์ ํ๊ณ
Fee Model์ ๊ธฐ๋ณธ์ผ๋ก
Performance-based Model์ ์ ๊ทน ๋์ ํ๋ผ!
68.
69. ITโS NOT WHAT YOU
SAY TO AUDIENCE
THAT MATTERS,
ITโS WHAT YOU DO
WITH PEOPLE!
70. keep in touch with kevin
http://twitter.com/kevin_yoonlee
http://www.facebook.com/kevinyoonlee
http://foursquare.com/user/kevin_yoonlee
http://kevinlee.posterous.com
http://www.slideshare.net/thisiskevin