The document discusses next generation advertising solutions. It notes that traditional media value chains are blurring as publishers become agencies, agencies become content creators, and brands create content. It also notes the proliferation of new media channels, the increasing scarcity of attention, mobile as the only growing media time, the shift to performance-based advertising, the rise of programmatic buying and native ads, and implications of neuroscience research for advertising theory. The author works at Sanoma Media Netherlands and discusses how their large portfolio of media assets can help clients succeed across different target audiences and parts of the customer journey.
RetailOasis are proud to announce a new partnership with Edge (www.edgecustom.com.au), one of Australia's leading content marketing agencies.
With the proliferation of media channels, it's getting harder to truly connect with customers. We believe the future of communications is in content creation - engaging customers with your brand, through a meaningful story that leverages your own channels.
In partnership with the NRA, Edge have surveyed some of Australia's biggest retailers to shed light on the key opportunities in this area.
The 2013 promise of “programmatic everywhere,” it seems, is rapidly becoming a 2014 reality.
This white paper, published in partnership with the Interactive Advertising Bureau, will explore the programmatic dynamics and present a snapshot of how publishers, marketers and technologists are “going global” in their practice of programmatic audience development across each of 12 markets.
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
RetailOasis are proud to announce a new partnership with Edge (www.edgecustom.com.au), one of Australia's leading content marketing agencies.
With the proliferation of media channels, it's getting harder to truly connect with customers. We believe the future of communications is in content creation - engaging customers with your brand, through a meaningful story that leverages your own channels.
In partnership with the NRA, Edge have surveyed some of Australia's biggest retailers to shed light on the key opportunities in this area.
The 2013 promise of “programmatic everywhere,” it seems, is rapidly becoming a 2014 reality.
This white paper, published in partnership with the Interactive Advertising Bureau, will explore the programmatic dynamics and present a snapshot of how publishers, marketers and technologists are “going global” in their practice of programmatic audience development across each of 12 markets.
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Where marketing, business and strategy are headed next.
How do you win mindshare in a population that interacts with their mobile devices 150-200 times per day? What’s the shelf-life of apps today? Each year strategists, architects, developers, innovators, technologists and business professionals gather at MobCon to distill what mobile means today and where it’s going.
Through presentation analysis and survey techniques, we’ve culled their top insights and broken down why they matter for businesses today. Grow your strategy and engagement potential. Learn from experts obsessed with staying ahead and getting it right.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Digital marketing has moved beyond the screen. Beacons, sensors, IoT, every Thing can be connected and surrounded with content. This research looks at contextual campaigns: what they are, how and why to get started, case examples from companies like Disney and Marantz; and the benefits and risks of diving in.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
Most CMOs now understand the need to incorporate content in their marketing mix, but many still feel they are shooting in the dark when it comes to what type of content to produce. Content may be today’s hottest buzzword, yet despite all this chatter, there are still key insights missing from the conversation.
This edition of Arnold On focuses on Content Marketing.
In order to fill in the gaps, we surveyed more than 1,500 consumers across the US, UK and China to gauge their attitudes and behaviors when it comes to content.
We overlaid our understanding of what it takes to design, build and optimize effective content systems based on Arnold Worldwide’s experience helping clients infuse content into their marketing mix.
In this report, we’ll show the role content can play in a brand’s marketing strategy and present the key principles for getting to Great Content That Works.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Where marketing, business and strategy are headed next.
How do you win mindshare in a population that interacts with their mobile devices 150-200 times per day? What’s the shelf-life of apps today? Each year strategists, architects, developers, innovators, technologists and business professionals gather at MobCon to distill what mobile means today and where it’s going.
Through presentation analysis and survey techniques, we’ve culled their top insights and broken down why they matter for businesses today. Grow your strategy and engagement potential. Learn from experts obsessed with staying ahead and getting it right.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Digital marketing has moved beyond the screen. Beacons, sensors, IoT, every Thing can be connected and surrounded with content. This research looks at contextual campaigns: what they are, how and why to get started, case examples from companies like Disney and Marantz; and the benefits and risks of diving in.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
Most CMOs now understand the need to incorporate content in their marketing mix, but many still feel they are shooting in the dark when it comes to what type of content to produce. Content may be today’s hottest buzzword, yet despite all this chatter, there are still key insights missing from the conversation.
This edition of Arnold On focuses on Content Marketing.
In order to fill in the gaps, we surveyed more than 1,500 consumers across the US, UK and China to gauge their attitudes and behaviors when it comes to content.
We overlaid our understanding of what it takes to design, build and optimize effective content systems based on Arnold Worldwide’s experience helping clients infuse content into their marketing mix.
In this report, we’ll show the role content can play in a brand’s marketing strategy and present the key principles for getting to Great Content That Works.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Summary of Norwegian Social Media Adoption from Kunnskapstinge - September 2009Dion Hinchcliffe
Social media adoption results presented this week at Kunnskapstinget 2009 in Oslo, Norway.
Hastily translated but we wanted to get the results in english quickly.
This presentation is a strategic view of marketing trends and paradigms. The presentation is geared towards early stage start-ups and other organizations seeking to leverage the framework for open collective value innovation and emerging social media. The references associated with the material is posted on my blog at http://gotastrategy.typepad.com
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM Group
In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Digital Immersion: What's Next for Social Media MarketingAndy Hunter
Social Media Evolution. An Open Thinking Exchange long form, digital immerson report on the state of social media for marketers.
Report curated and written with Graham Saxton, Ipsos Open Thinking Exchange - Global Insights..
From the Ipsos The Open Thinking Exchange, the innovation center of Ipsos, an independent company which ranks fifth among global research firms. Our mission: to challenge convention, take risks and use our collective intelligence in the service of our clients to foster innovation.
6. Some observations – it is getting quite complex outside
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
7. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
8. Publishers become Agencies, Agencies become Content
Creators ( even Publishers), and Brands are Content Creators
Publishers
Agencies
Brands
Lines are blurring in the traditional media value chain
Agencies
Content
Creators
Publishers
9. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
10. New media channels have allowed marketers to connect with
consumers in new ways, opening the minds of new audiences
The Paid, Owned & Earned Media ecosystem
11. And the media channel ecosystem is expanding with
innovations like Google Glass…
16. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
17. The fragmentation of media channels will confirm ‘Attention’
to be a increasingly scarce resource
18. Getting (or holding) the attention of target customers is on the
top of the US Marketers ‘marketing got complicated’ list
Source: eMarketer
Level of challenge for marketing factors according to US marketing executives (Feb 2014, % of total)
19. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
20. Mobile is the only media time that is growing
Media time consumption share US 2009 2013
Source: eMarketer Business Intelligence – August 2013
21. Google and Facebook are dominating the Global mobile Ad
Revenu market with a combined share of 68,5% in 2014
Source: eMarketer
Net mobile internetAd Revenue share (%) worldwide by Company (2012-2014)
22. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
23. Market conditions force companies to increasingly link
advertising expenditures to specific goals
25. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
26. Programmatic buying is a computerized system for buying
digital media advertising impressions automatically
27. Programmatic advertising increases share in the display
market; figure excludes Google and Facebook
Display advertising spend split into Manual and Programmatic trade
Source: IAB. Deloitte
28. RTB is most used as programmatic method in NL, spend
shows similar seasonality as the total online display market
Programmatic revenue RTB and Non-RTB (m€)
Source: IAB. Deloitte
29. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
30. Native ads are more engaging than sponsored or banner ads,
which make them an effective tool for advertisers
31.
32.
33. Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media channels
3 ‘Attention’ is an increasingly scarce resource
4 Mobile is the only media time that is growing
5 Performance based: a shift from selling audience to selling behavior
6 Robots are taking over the ad-buying process
7 Native advertising is a major driver of future Advertising sales
8 Neuroscience research had important implications for traditional theories of advertising
34. Recent discoveries in neuroscience and psychology have
important implications for traditional theories of advertising
35. Recent discoveries in neuroscience and psychology have
important implications for traditional theories of advertising
New world view
Emotional
and
rational
Getting
noticed
Relevant
associations
Refreshing
and building
memory
structures
Reaching
Salience
(remarkable
-ness)
Rational
or
emotional
Message
compre-
hension
Unique
selling
propositions
Persuasion Teaching Positioning
Past world view
Source: How Brands Grow, Byron Sharp (2010)
36. 1. Continuously reach all buyers of the category (communication and distribution) – avoid
being silent
2. Ensure the brand is easy to buy (communicate how the brand fits with the users life)
3. Get noticed (grab attention and focus on brand salience to prime the users mind)
4. Refresh and build memory structures (respect existing associations that make the brand
easy to notice and easy to buy)
5. Create and use distinctive brand assets (use sensory cues to get noticed and stay top of
mind)
6. Be consistent (avoid unnecessary changes, whilst keeping the brands fresh and interesting)
7. Stay competitive (keep the brand easy to buy and avoid giving excuses not to buy (i.e. by
targeting a particular group)
After several bruising rounds of marketing myth-busting, HBG
outlines 7 scientifically derived rules for brand growth
Source: How Brands Grow, Byron Sharp (2010)
38. My job at Sanoma is helping our clients and partners succeed
in achieving their business goals…
39. … by using our large portfolio of media assets…
40. … across all touch points along the customer journey.
41. For example, if your target group is Women, Sanoma SBS is
the partner for you…
Consumer Profile
• Female
• Married
• Age of print audience: 20-65yrs; age of online audience: 20-
49yrs; Net 5 audience skewed to 20-35yrs old women
• MBO-HBO educated. Higher education level for Linda & Flow
• Print audience often has young children in household; online
audience is more likely to live in one or two-person households
• Medium social class
• Employed; but not breadwinner
• High newspaper & magazine readership, high TV viewership
Selection of Women’s Interest Domain brands
TV Print Digital Events
Source: NOM average reach data 2013; DDMM survey data 2013
42. … our assets and key brands are able to reach out to different
target groups covering all age-and income groups
Predominant audiences per brand
Source: NOM audience monitor 2012 – PRINT and 2013- online
INDICATIVE
43. There are a lot of different ways to work with us…
45. Let me highlight a few categories of solutions we are
developing next to our core advertising products
Effectiveness
and efficiency
Owned and
earned media
services
Direct
Stakeholder in
(sales) results
advertiser
Build
infrastructure
for demand and
supply
Improved
advertising
(tools, ROI)
Content
marketing
Performance
partnerships
Domain
solutions
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