The document summarizes a class session on media for advertising. It discusses a guest speaker who talked about using data to understand target audiences. It provides examples of how Nielsen data can reveal which media and interests are most relevant for reaching an advertiser's target market. The document also lists and explains different types of traditional, digital and social media options. It outlines an in-class media consumption exercise and media planning process exercise. It concludes by discussing integrating multiple media channels for a coordinated messaging strategy.

1. The Future of Advertising
Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter
SESSION #05—“Media”
Creative Commons Attribution & Non-Commercial License

2. Today:
1. Blog assignment discussion
2. Guest speaker: Chris Wexler
BREAK
3. Media Workshop

3. :: Chris Wexler

4. :: What did you hear
Chris say?

5. :: Data

6. What stories can media data tell us?

7. Nielsen @Plan example

8. Nielsen @Plan example
Let’s compare people
who’ve been in our store

9. Nielsen @Plan example
vs. People who say
they talk to their friends a lot
about the products we sell

10. Nielsen @Plan example
How do these two audiences
compare to the average, U.S.
adult using the Internet?

11. Nielsen @Plan example

12. Data tells us the people we’re trying to
reach seem to like video games a lot more
than the average U.S. adult on the Internet.
How might that influence our thinking?

13. Nielsen @Plan example

14. Data tells us the people we’re trying to
reach read certain kinds of magazines.
Maybe we ought to check those titles out
and see if we can figure out why they read
them and what might inspire us to create
better connections.

15. Nielsen @Plan example

16. Data tells us the people we’re trying to
reach create and publish content. Hmmm...

17. :: Media Types

18. Moving Picture
Audio
Print
Digital

19. Media Options
SPITTING RAYS
TV Commercials
Out of Home
Product Placement
Pre-Post-Roll
AUDIO
Buy Seconds
Underwriting
Sponsor Podcast
SPITTING INK
Newspaper
Magazine
Poster
Out of Home

20. Media Options (cont.)
DIGITAL
Data
Stories in data
Traffic tools
Adword buy research
Census data
Industry Publications
Devices
Desktops
Laptops
Mobile
Hardware
Display
Standard
Rich
Video
Game

21. Media Options (cont.)
DIGITAL
Intersticials
Network.coms
Hulu
Text Ads
Google
Bing
Yahoo
Digg
Facebook
Mobile
Brand.com
Media Channel
Publishing built on curation
How good are you at it?
Content
Blog
Ads for self on site

22. Media Options (cont.)
DIGITAL
Link Economy
The Link
The Juice
Mobile
Time/Location/Context
Text
App placement
Apps
Built for push, attract, aid
Mobile
Platform (Facebook)
Games
Placement of ads inside games
Digital goods

23. :: Media Workshop

24. :: Media Exercise

25. Media Consumption Exercise
1. Think of impressions made on you yesterday.
2. Now do the same for your brands’ audiences.
3. Bright Spot behaviors of audiences?
4. Content your audiences likes to huddle around?
5. Media channels delivering like content.
6. What’s interesting? Opportunities...

26. :: Media Process Exercise

27. Media Process Exercise
1. What’s your goal?
2. What do you know?
3. What variables do you have at your disposal?
4. What don’t you control that you can exploit?
5. What are many ways to actualize your idea?
6. What are you doing to get it to work together?

28. Monday, February 21:
1. Blog assignment due (Sunday Feb 28):
400 words, minimum:
“<your brand’s> media exercise
+ draft direction”
Next week’s FOCUS: Data

29. :: Integration

30. Now for Integration
Examples:
1. Message. Again or different
2. Action - this then that
3. Common (sort of)
TV to Web
Print to Facebook
email to site
4. Multiple banner ads running together
5. Webcam to banner ad
6. Posted flickr photo to contest entry
7...