The document discusses evaluating new digital media opportunities and avoiding "fads" by understanding consumer value, commercial value, and brand value. It provides examples of how understanding consumer benefits and insights can maximize a new platform's potential, such as Apple focusing on self-expression over products. Case studies demonstrate how combining audio and banner ads, and targeting older age groups, increased brand perceptions. Listening to consumers and integrating social media thoughtfully also builds relevance and trust with the brand.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Intervento "True CPG & Video Conversion Story. Cogliere il reale valore di una video strategy" tenuto allo IAB Seminar Video Strategy 16 ottobre 2014. Descrive l'integrazione Video Strategy tra Video Online e TV.
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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.
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Intervento "True CPG & Video Conversion Story. Cogliere il reale valore di una video strategy" tenuto allo IAB Seminar Video Strategy 16 ottobre 2014. Descrive l'integrazione Video Strategy tra Video Online e TV.
Research presentation: The Brand Element of Online Video AdvertisingMediaPost
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.
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The Australian retail market has reached a tipping point. Modern consumers are canny, demanding good product knowledge and good customer experience. Retailers need to be on top of the latest technologies and understand how they can affect the bottom line. But where is the conversation really happening and why isn’t it on your website? Forums, price comparison sites and social networks all give consumers an insight beyond our immediate knowledge, how can you benefit your bottom line from this trend?
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
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2. THE DANGER OF FADS
Fad [fad]: a temporary fashion, notion, manner
of conduct, etc., especially one followed
enthusiastically by a group...
...to busy oneself with trifles...”
Source: dictionary.com
3. UNDERSTANDING FAB VALUE IN THREE PARTS
Value to the consumer
Commercial value
Value to the brand
3
4. VALUE TO THE CONSUMER
What is the consumer benefit?
How does it fit into people’s lives?
What is the perceived value or catch?
4
5. THE VALUE OF UNDERSTANDING WHY - APPLE
“By placing the “why?” at the
center of all that Apple did,
Jobs avoided being defined by
or confined to a particular
product category.
The astonishing financial
growth of Apple reported
byThe Wall Street Journal was
a byproduct, not a driver, of
Jobs’s
decision to serve the ideal of
self-expression.”
Source: Millward Brown POV Mario Simon MD Optimor: Americas
5
6. CONSUMER CAPACITY FRAMEWORK
High
Increasing Capacity
Penetration or
Breadth of offer to Consume
Reach
Low High
Depth of offer
Time spent
6
7. CONSUMER CAPACITY FRAMEWORK
Viral video
High
Adoption path
Consumer
Display
journey
Display on Online video
social sites
Reach
Social
networking
fanpages
Mobile
Low High
Time Spent
7
8. COMMERCIAL VALUE
How does this provide something new to how
we can communicate?
How does it compare to other commercial
alternatives?
Which is the best opportunity for consumer
impact?
8
11. Investment in traditional TV hits heavy viewers
exponentially more than light viewers...
63%
% Ratings served to
each group
27%
Heavy TV 10%
Medium TV
Light TV
12. And adding more TV doesn’t help the problem...
87%
% Ratings served to
each group
35%
Heavy TV
14%
Medium TV
Light TV
14. Reach of the Campaigns...
Among Lighter TV Viewers
15. Less than a Quarter of Lighter TV Viewers meet
an optimal level of exposure through TV alone...
Winning Post
-79% 21%
Fail Succeed
-35% 65%
(4+ Exposures)
16. WebTV adds significantly to the success rate among
light TV viewers.
Winning Post
-68% 42%
Fail Succeed
-35% 65%
(4+ Exposures)
19. THE COMBINATION OF AUDIO & BANNER ADS TOGETHER WERE
BY FAR THE MOST EFFECTIVE PLACEMENTS FOR THE BRAND
+13.2
Campaign
+7.9 +8.8
Impact
+6.0
+3.8
Aided Brand Online Ad Message Brand Purchase
Awareness Awareness Association Favourability Intent
Statistically Significant Increase
21. VALUE TO THE BRAND
Campaigns that really stand out in their use of new media
have:
• Insight into the consumer needs and benefits from the new
platform
• Inspired commercial understanding of how this new platform
works best to drive their brand objectives
The following examples show how this is brought to life.
21
22. WFA – Value of a Fan
Full report is available on request to WFA members:
http://www.wfanet.org/en
23. Fans already outspend non-fans by over 4x. The
fan page challenge is to deepen the relationship
Fans Non-Fans
4% Bonding 1%
62% Advantage 19%
67% Performance 31%
83% Relevance 37%
100% Presence 50%
13.4% Share of wallet 2.8%
Source: Brandz, 2010 global database
24. Listening is key to success
Ignoring social Thoughtfully integrated Jumping on
media, program bandwagon —
staying out of game "must be there"
• Less relevant/current • Ability to listen to • Consumers see right
and trustworthy consumers and through this — and it
• Complete loss of understand their needs kills credibility
control (consumers • Consumers co-own • Traditional marketing
define the brand by the brand and approaches alienate
themselves) evangelize consumers
Source: Firefly Language of Love
25. Methodology
Wall post:
"Dear BRAND fans,
your opinion is
important to us!
Please help us
improve this page by
answering our short
5 minute survey."
26. Bigger fan pages generally rated better
But number of fans doesn’t tell the whole story
High Correlation:
0.28
FanIndex Rating
Low
0 500,000 1,000,000 1,500,000
# of Fans
27. Checklist Contests/
Giveaways
New
product
Expected info
Fun Expected
Differentiator
Variety Community
Differentiator Differentiator
Regular
posts
Expected Offers Trustworthy
Expected
brand news
Expected
Innovation Interaction
Differentiator Differentiator
29. CAMPAIGN OBJECTIVE
2. Deeper communication
of the ‘There’ messaging:
Bespoke Microsite
Driving downloads
1. Mass awareness:
High Impact branding &
Driving to Microsite
3. Downloading the app:
Co-branded Smirnoff & TimeOut iPhone application
30. When analysing results during the peak download
THE APP FILLED A CONSUMER NEED
period, in January 2010, overall response is very
positive
Peak download period
* Iphone Application Stats provided by Diageo
31. Methodology
Exposed*
Do the results
indicate a
difference?
Both groups ∆ +8
are surveyed 47%
at the SAME 39%
time about
their attitudes
Control*
toward the
brand in the
creative
Control Exposed
32. AND DROVE PURCHASE INTENT AMONG THEIR
CORE TARGET
Bulls Eye Target: 18-30yr old Vodka Drinkers
living in London
+67.6* +16.2*
Ad Purchase
Awareness Intent
Statistically Significant Increase @ 90%
Control (n=68) Exposed (n=91)
33. IN SUMMARY
Avoid busying yourself with trifles by:
Understand why, not what...
from the consumer perspective
Look for the difference...
the opportunity can provide
Optimise the context...
to maximise what the new platform does best
33