The document discusses strategies for maximizing returns in the digital ecosystem for brands. It addresses understanding low involvement brands and driving sales through digital advertising. Multiple channels are explored, including video, display, mobile and social media platforms. Measurement across screens and attribution of effectiveness is debated. An integrated cross-media platform is presented to connect consumers, content and brands.
Investment in digital channels has increased considerably in recent years but brands are still leaving money on the table.
By being more observant and responsive to consumer needs and desires, brands can build far greater engagement that will influence purchasing behavior and return a positive ROI.
Today’s digital tools give spirits brands the opportunity to observe and leverage consumer behavior like never before. But to do so effectively requires a radical shift in digital marketing. This paper explains how factors specific to the spirits category have led even the most digitally progressive brands to leave marketing money on the table.
It also points to how
spirits brands can
boost the effectiveness
of their initiatives; moving
from a primarily executional approach, dictated by brand priorities, to harnessing a strategic digital approach responsive to consumer behavior.
Video available via this link: https://www.facebook.com/photo.php?v=10200377851621524
Case Study in Social Media presented by:
Nadim Khater, CCO, touch Lebanon
Omar Abou Ezzedine, Deputy General Manager, Cleartag
at ArabNet Beirut 2013, March 20-22
Beirut, Lebanon
Investment in digital channels has increased considerably in recent years but brands are still leaving money on the table.
By being more observant and responsive to consumer needs and desires, brands can build far greater engagement that will influence purchasing behavior and return a positive ROI.
Today’s digital tools give spirits brands the opportunity to observe and leverage consumer behavior like never before. But to do so effectively requires a radical shift in digital marketing. This paper explains how factors specific to the spirits category have led even the most digitally progressive brands to leave marketing money on the table.
It also points to how
spirits brands can
boost the effectiveness
of their initiatives; moving
from a primarily executional approach, dictated by brand priorities, to harnessing a strategic digital approach responsive to consumer behavior.
Video available via this link: https://www.facebook.com/photo.php?v=10200377851621524
Case Study in Social Media presented by:
Nadim Khater, CCO, touch Lebanon
Omar Abou Ezzedine, Deputy General Manager, Cleartag
at ArabNet Beirut 2013, March 20-22
Beirut, Lebanon
Sport business webinar the monetisation of football content 120404Tom Horsey
Mobile Opportunities for the Sports Industry
April 4, 2012 at 2:00 PM - 3:30 PM
Mobile Opportunities for the Sports Industry
Mobile in sport has been around for a while now and most industry players have a strategy in place to maximise it's potential for them. The question is, what are they doing, and more importantly which approach works the best?
SportBusiness dedicates a whole day to opening up discussions into questions just like this in its upcoming mSport Summit, and to give you a taste of what's to come we're offering you a FREE webinar on mobile sport.
Title: Monetisation of Football Content
Speaker: Tom Horsey
Tom Horsey, Senior Partner of the Crazy4Media Group, and CEO of Froggie Mobile Marketing Solutions, will show you how sporting clubs of all sizes are making the best use of what mobile can offer. Including case studies on the use of mobile by small, medium, and large sized teams.
This webinar features a guide to:
* Creating and build effective relationships with local fans
* Developing stronger relationships with distant fans
* Using mobile as a successful CRM tool
Online marketing strategies revolve around the ‘attention span’ of audience.
Trying to capture the imagination and interests of a potential customer has been the eternal challenge for marketers, and the equation gets even more complex when you have less than 5 seconds to that. ‘Magical sales pitch’ and ‘Message from the president’ are now less than passé, and are now being substituted with panoramic snaps and virtual tours of the destination.
It is now statistically proven that professional videos make more than a lasting impression, and customer persuasion is maximized when videos are utilized to market a product, resort, hotel or the Tour Packages. Travel industry market dynamics have been metamorphosed by the sophisticated use of Videos at every stage of the marketing cycle.
One of the major impacts of video marketing has been on the smaller players in hospitality segment – With zero distribution costs, these operators are now jostling for the market pie with established leaders, and also making their mark with intelligent video marketing.
Today I did a webinar for Bulldog Reporter/PR University titled "Google+ for PR: Mastering Google+ Pages and Hangouts—Best Bets for Brands in 2013" and while I was indeed sharing the stage with the amazing Stephanie Scott, Katie Morse, Danielle Brigida, and Brian Pittman, this is just my part of the presentation without any edits or changes or cuts -- so you're welcome to enjoy just my part of it, wherein I talk about the three types of Google+ for Brands adopters: Hot & Heavies, Afterthoughts, and Zombie Ghost Towns. I hope you enjoy this, learn loads, and ask me tons of questions.
Neomobile is a global Mobile Commerce Group.
We are the new generation mobile content network.
We are the mobile monetization enabler for the best digital companies.
Discover more at www.neomobile.com
ITS-ON-MOBILE, Corporate presentation and referencesDatafield
ITS On Mobile is a mobile agency which successfully delivered over 50 cross platorms mobile projects combining web, mobile and server works. We offer both off the shelves and tailor made solution. More information @ www.its-on-mobile.com
Latest references include Numéricable, France24, TNS Sofres, Datafield or Technikart mobile/tablet application.
Media in the fast lane:
Cross-channel. Mobile Communities. Augmented Reality. Ubiquitous computing. Amongst the buzz we are seeing evidence that all media is getting ready for a digital hyper-drive, fuelled by consumer desire for entertainment-on-demand and always-on-communication. Hidden within this emerging world is the utopian promise of addressable advertising – across all media. Yet set against a backdrop of big brands trending to bring elements of control in-house, Dean Donaldson, Director of Digital Experience at Eyeblaster asks ‘is media technology really set for where next or does reality reveal we are locked in the past?’ and challenges the notion of the purely digital agency
Understand 2012 online marketing trends to make your digital marketing more e...Burns Marketing
Want better results from your 2013 digital marketing budget? In this one-hour webinar, B2B and B2C marketing executives and managers will gain valuable insight into interactive marketing that drives the brand and focuses on conversion.
Learn more about search marketing, social media advertising and engagement, banner advertising, and mobile marketing designed to keep the conversation going with your customers.
As a full-service marketing agency, Burns Marketing offers a team of proven digital experts who ensure that digital marketing performance also strengthens the brand. The result: powerful results that move the needle and reinforce existing brand messaging.
To learn more, visit www.burnsmarketing.com.
Sport business webinar the monetisation of football content 120404Tom Horsey
Mobile Opportunities for the Sports Industry
April 4, 2012 at 2:00 PM - 3:30 PM
Mobile Opportunities for the Sports Industry
Mobile in sport has been around for a while now and most industry players have a strategy in place to maximise it's potential for them. The question is, what are they doing, and more importantly which approach works the best?
SportBusiness dedicates a whole day to opening up discussions into questions just like this in its upcoming mSport Summit, and to give you a taste of what's to come we're offering you a FREE webinar on mobile sport.
Title: Monetisation of Football Content
Speaker: Tom Horsey
Tom Horsey, Senior Partner of the Crazy4Media Group, and CEO of Froggie Mobile Marketing Solutions, will show you how sporting clubs of all sizes are making the best use of what mobile can offer. Including case studies on the use of mobile by small, medium, and large sized teams.
This webinar features a guide to:
* Creating and build effective relationships with local fans
* Developing stronger relationships with distant fans
* Using mobile as a successful CRM tool
Online marketing strategies revolve around the ‘attention span’ of audience.
Trying to capture the imagination and interests of a potential customer has been the eternal challenge for marketers, and the equation gets even more complex when you have less than 5 seconds to that. ‘Magical sales pitch’ and ‘Message from the president’ are now less than passé, and are now being substituted with panoramic snaps and virtual tours of the destination.
It is now statistically proven that professional videos make more than a lasting impression, and customer persuasion is maximized when videos are utilized to market a product, resort, hotel or the Tour Packages. Travel industry market dynamics have been metamorphosed by the sophisticated use of Videos at every stage of the marketing cycle.
One of the major impacts of video marketing has been on the smaller players in hospitality segment – With zero distribution costs, these operators are now jostling for the market pie with established leaders, and also making their mark with intelligent video marketing.
Today I did a webinar for Bulldog Reporter/PR University titled "Google+ for PR: Mastering Google+ Pages and Hangouts—Best Bets for Brands in 2013" and while I was indeed sharing the stage with the amazing Stephanie Scott, Katie Morse, Danielle Brigida, and Brian Pittman, this is just my part of the presentation without any edits or changes or cuts -- so you're welcome to enjoy just my part of it, wherein I talk about the three types of Google+ for Brands adopters: Hot & Heavies, Afterthoughts, and Zombie Ghost Towns. I hope you enjoy this, learn loads, and ask me tons of questions.
Neomobile is a global Mobile Commerce Group.
We are the new generation mobile content network.
We are the mobile monetization enabler for the best digital companies.
Discover more at www.neomobile.com
ITS-ON-MOBILE, Corporate presentation and referencesDatafield
ITS On Mobile is a mobile agency which successfully delivered over 50 cross platorms mobile projects combining web, mobile and server works. We offer both off the shelves and tailor made solution. More information @ www.its-on-mobile.com
Latest references include Numéricable, France24, TNS Sofres, Datafield or Technikart mobile/tablet application.
Media in the fast lane:
Cross-channel. Mobile Communities. Augmented Reality. Ubiquitous computing. Amongst the buzz we are seeing evidence that all media is getting ready for a digital hyper-drive, fuelled by consumer desire for entertainment-on-demand and always-on-communication. Hidden within this emerging world is the utopian promise of addressable advertising – across all media. Yet set against a backdrop of big brands trending to bring elements of control in-house, Dean Donaldson, Director of Digital Experience at Eyeblaster asks ‘is media technology really set for where next or does reality reveal we are locked in the past?’ and challenges the notion of the purely digital agency
Understand 2012 online marketing trends to make your digital marketing more e...Burns Marketing
Want better results from your 2013 digital marketing budget? In this one-hour webinar, B2B and B2C marketing executives and managers will gain valuable insight into interactive marketing that drives the brand and focuses on conversion.
Learn more about search marketing, social media advertising and engagement, banner advertising, and mobile marketing designed to keep the conversation going with your customers.
As a full-service marketing agency, Burns Marketing offers a team of proven digital experts who ensure that digital marketing performance also strengthens the brand. The result: powerful results that move the needle and reinforce existing brand messaging.
To learn more, visit www.burnsmarketing.com.
Why baby steps are not enough to tackle the obesity epidemicFooducate
A presentation by Fooducate CEO Hemi Weingarten at Stanford's Mobile Health Conference in May 2012.
Weingarten explains why individual efforts at tackling the obesity epidemic may not be enough and suggests ways to tackle the problem from a societal angle.
Leveraging the promise of publishing and monetizing on the Mobile ecosystem w...Connected-Blog
Nicolás Amado, Leveraging the promise of publishing and monetizing on the Mobile ecosystem with Video and Apps, brightcove
M-Days 2013
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"
Where: Chicago WAW at the Hard Rock Chicago
When: June 9, 2010
Who: Hemen Patel
A brief introduction on what SDL Media Manager adds to (existing) Digital Signage / narrowcasting systems in order to convert viewer into buying customers. SDL Media Manager bridges Digital Signage, Mobile, Social Media and the Web.
Clearvale è un'innovativa piattaforma web 2.0 per la collaborazione e la comunicazione online. Questa soluzione di Enterprise Social Network consente la creazione di network per le organizzazioni, con estrema semplicità senza richiedere l'installazione di nessun software, in modalità SaaS.
Next Generation Websites - Autonomy Interwoven - iCrossingiCrossing
"Next Generation Websites: How Meaning is Transforming the Web" as presented by Shiva Vannavada, Vice President, Rich Media Technology, iCrossing, at the Autonomy Interwoven - Executive Luncheon in Los Angeles, California, on Thursday, March 18, 2010.
Using DataXu’s DX Brand offering, measure consumer sentiment in real-time and serve the right display OR video ad that gives you the highest brand benefit. You don’t have to decide before the buy how much media you should spend on display and video advertising. We will find the right impression, the right user and the right context across billions of display and video impressions – for the same campaign – and deliver your campaign to give you the best return on marketing spend.
Presenter: Mukund Ramachandran, gm, brand, DataXu
Using DataXu’s DX Brand offering, measure consumer sentiment in real-time and serve the right display OR video ad that gives you the highest brand benefit. You don’t have to decide before the buy how much media you should spend on display and video advertising. We will find the right impression, the right user and the right context across billions of display and video impressions – for the same campaign -- and deliver your campaign to give you the best return on marketing spend.
Presenter: Mukund Ramachandran, gm brand, DataXu
Go To Market – Case – Demandware RebrandingMichael Skok
While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
11. THROUGH THE FUNNEL DELIVERY
Video
AWARENESS Dynamic Display
Rich Media Display
FAVORABILITY
IPTV
Standard Display
CONSIDERATION
Original Programming
PURCHASE Retargeting
Mobile
12. ALL MODELS ARE WRONG!
NON-MATCHING
BUILD
SURFACE
DISTRIBUTE
13. The classic TV experience – survival of the fittest?
MAXIMISING RETURNS
BRIDGING TV & DIGITAL
24. USE ALL PARTS OF THE ECOSYSTEM
TO DRIVE A SUCCESSFUL CAMPAIGN
25. TELL STORIES!
Brands:
Package: Pre-roll, product integration into episodes, microsite and syndicated
distribution
Target: Female 25-45
Concept: The story of two real-life moms, Jennifer Pate and Barbara Machen,
that gives practical insight and perspective on modern motherhood
Stats: • Drew +94MM video streams and 52MM unique viewers
• 2010 Webby Award Winners: Best Reality/Variety Host
• 2011 Webby Award Honorees: Best Web Personality/Host
• Aired over 70 episodes, integrating over 30 brands
MAKE CONTENT THAT PEOPLE WANT TO SPEND TIME WITH
27. ATTRIBUTION
What is the best way to evaluate effectiveness?
SHOULD WE MEASURE THE CLICK? JUST
BECAUSE WE CAN...IS THERE VALUE?
28. Talk the language marketers talk
MEASUREMENT DEBATES
Source: Bain and Company
29. MANAGE DELIVERY ACROSS MULTIPLE SCREENS
• Linear TV ad insertion
• Video on Demand (VOD)
• Audience targeting ad insertion • Content monetization
• Innovative formats • Video publishing
• Sequential messaging • Original show production
• Branded entertainment • Program syndication
• Campaign analytics
CROSS-MEDIA PLATFORM
Industry’s only integrated cross-media platform powered
by proprietary data to connect consumers, content and
brands based on relevance
SECTION 1:Fairly daunting to stand up in front of FMCG marketers and talk about this industry when you invented Marketing & Branding at Scale – Built on consumer insight and buyerbehaviour or, in less technical terms, on understanding people. For over half a century…You have made low-involvement brands differentiated, relevant and exciting to consumers. Driving up sales.ONE ENTITY? With so many different brands, products and objectives it can be hard to talk about FMCG as one entity. However, fact remains that although sizable in value…generally speaking less than 10% of your budgets go into digital. Digital is yet to wholly convince you. But momentum is building as success stories grow. With people at the heart of your planning you go where your audience is.
The Rallying Cry!For the digital industry, much discussion in the last 3-4 years has been in this area – “we’re good for response, but can’t seem to attract the brands”Why? Historically we’ve probably been more transactional, fragmented and less brand safe. 40m people online – even ‘digital’ as a term is becoming obsolete.More about how you blend these channels with offline and each other – not if. What can digital do for you? PROVE HOW WE BUILD BRAND AWARENESS – DRIVE SALES & HABITUALISE PURCHASEWhat can you do for digital? - Bringing your heritage and marketing rigour into this space will embed good practice, research and measurement (amongst others)How can we “bake in” digital for FMCG marketing objectives?
There have been recent high profile success stories of MAJOR SALES GROWTH Some have been TV led (Old Spice) & some that haven’t (Skittles) – but both have dramatically upped sales by 50 and 30 % respectively.BRAND BUILDING is still very much the domain of the TV – with digital generally used to support offline activity.Further changes in the ecosystem will disrupt this significantly e.g.. By 2015 there will be over 10 million “Connected TV’s” in UK Living Rooms.SOCIAL - 2/3 of FMCG brands are participating in Social Media (US Pivot Conference) with Facebook & Twitter being key areasHowever, not easy to be Skittles & Old Spice – can be difficult generate success in Social Spaces with relatively low engagement products.Away from pure Social other areas gathering momentum are:Mobile (Foursquare & Location Based Technologies & MICRO Payment through NFC/RFID set to boom this area)Group buying like Groupon & Living SocialDigital OOHSearchGamingDisplayVideo$2 Billion Coupons----------------------------------------------SkittlesA need to drive salesPartnership with FacebookDrive salesNo TV“The Super Mega Rainbow Updater”Drove interactions and fansGrew sales by 30%Old SpiceDrove massive brand interaction across You Tube/Facebook/TwitterGrown sales by 27% YOY – peaked at 55%Number 1 body wash for Men in USIsaiah & Fabio
85% of people in the UK don’t know how many teeth they have so it’s very difficult to get them to ‘care’ about brands and reach out to them in social media (most people who do generally do it for discounts).FAIRLY CHALLENGING FOR BRANDS TO BUILD RELATIONSHIPS
Key Question: What do you want to achieve from digital? To deliver REACH & FREQUENCY objectives within key audience types? To SELL STUFF in store – to harness Research Offline Purchase Online & sell directlyOnline?To CONNECT with audiences and BUILD BRAND AWARENESS?To create content that people want to SPEND TIME WITH?To GEL WITH OFFLINE MEDIA and amplify your message?To ENCOURAGE AND FACILITATE EARNED MEDIA?The choices are multiple but the challenge is how we demonstrate VALUE to you.
E-COMMERCEIn the US we are seeing evidence of FMCG companies heavily investing in eCommerce (e.g. P&G, L’Oreal, Estee Lauder,.. )both direct to consumers and e-sales via e-retailers partnersE.g. Use of “Buy Now” buttons in Display that link to product pages where consumers can purchase.sites AND integrating with sites like Coupons.com to drive sales ($2bn dollars redeemed last year in US alone) – combine this with Mobile and Location Based Tech and explosive growth is a strong possibility. CONNECTING ON & OFFLINEShopper based targeting is one appealing way we can enable this and target online purchasers of brands (we are working on solutions with Nielsen) Key challenges, among others, for FMCG: GLOBAL CAMPAIGNS: one global brand and one global digital business partnerBRAND SAFETY – how do I ensure that my brand is safe?
20 years ago on Saturday6th August 1991TimBerners Lee launched the WWWOnly really at the turn of the century where adoption hits its stride. Explosive transformation in that time – not exactly news! Ripped up the newspaper, music and publishing businessesE-commerceAND HAVING A HUGE impact on marketing & commsEVOLUTIONThe digital and communications ecosystem has undergone transformational change in the two decades.Not exactly news!I’d imagine we are going to see a lot of reference to this in articles & presentations as we approach 20 years since the emergence of the web and browsers and digital advertisingEvolution in how the web is used fromFunctional to Transactional toEntertainment toSocial to Semantic
Display ecosystemWe don’t make it easy for you! And this is just DISPLAY. There can be too much focus on technology and a lot of digital introspection.However, not putting people at the centre – where’s the consumer in this?We need to be less about the technology & more about where people are…DISPLAY - Display growth predictions are big. 954m last year - up 34%Facebook a big drive - c. £100m UKJust short of a quarter of a £4bn marketVideo about £54m/Mobile £89m (all PWC Numbers) Today, online display is worth a mere $17bn globally. Relatively few publishers buy the story that Mr Schmidt is selling. When Eric Schmidt argued recently that online display advertising could become a $200bn industry within the next decade, his words triggered thousands of bullshit detectors across the media industry. Trading PlatformsDSP/SSP/Exchanges Need scaleRoughly 20% of market In 2010 Google made revenues of $30bn, with display estimated to have contributed just $2.5bn.Last year in the UK, Google's second largest market, the total display advertising sector grew by a staggering 27.5% year-on-year to £1bn while search grew just 8%, albeit to £2.35bn, with much of it lining the US company's pockets.Enders Analysis reckons that Google UK made £100m in display advertising last year – a small sum compared with total net UK revenues of £1.53bn, but a 65% year-on-year rise.
BUILD SURFACE DISTRIBUTEBy placing people at the centre of planning we start to simplify this ecosystem – Building a clearer picture of how we can use the range of platforms, channels & technologies to connect with audiences And enable brands to TELL & SELL their stories.Advertisers and Agencies are now challenging us to put our product offering in context of the communications landscape.Commentators like Nick Burcher/David Armano have spoken about the properties of Paid-Owned-Earned media – in fact nearly everyone has. The new (ish) communications landscape divides the landscape up and allows us to make sense of it and focus on people. Solutions for Brands are based upon a combination of “Non Matching Luggage” across platforms – DIFFERENT RULES & ROLES.Not necessarily one creative message.Evolution in the concept of the network – we used to intelligently place display in front of audiences. Now we are leveraging strong publisher relations, audience insight, data and creativity to BUILD SURFACE & DISTRIBUTE content in this new ecosystem.
The problem with storytelling in advertising is that we have a very traditional, comfortable way of doing it – ie. 30 seconds (TV Ad)Don’t have to try and tell the whole story in this timeUse multiple platforms to seed the story
Some brands doing it well.Deliver a clear brand story across multiple platforms and channels – embrace technology, data and insight. Put people at the heart of their planning and delivery.Waitrose = celebrate the enjoyment of food through ‘essentials’. Bring together online & offline touchpoints (in-store, youtube channel, digital magazine, email, video, TV etc).Red Bull = soft drink synonymous with Extreme Sports – festivals, games, sportsDomino’s = use technology to deliver pizza – Foursquare, Facebook, through TV, Apps
Why is a guy from Specific Media (a performance network) talking about landscapes & ecosystems & platforms?!Ok, I’ll return to type and we can talk about funnels - Very rare that I get to do a presentation without a funnel. Historically,Specific Media have operated in the lower levels of this – action/purchase/performance. Based on a large data network (understand web journeys) that powers how we then place ads in front of people. Historically this has been on PC – moving multi platform. Evolution in our product offering means that we now operate at all levels of the funnel and can offer a complete service to FMCG brands wishing to connect with audiences in digital spaces.Awareness – Favourability – Consideration – PurchaseFrom banners and interruption to content marketing, video, platforms and new canvasWE NOW DELIVER DIGITAL MEDIA SOLUTIONS FOR BRANDSAudience Based Targeting across multiple platformsVic Catalfamo
This is still about the technology but the point is when Underpinned by SERVED MEDIA it is then about how you deploy Products, Platforms to Reach Key AudiencesMeasuring effectiveness is key.With people at the heart of this the single customer view becomes all important.
MAXIMISING RETURN – 2 x Gillette brand videosFMCG companies are tapping into digital video in a bid to increase brand loyalty, encourage trial, sampling and to drive sales (eMarketer)Brand TV hasn’t evolved that much in 50 years.OnlineVideo offers a great canvas to bridge TV & Digital.We back and believe in pre-roll however, just putting pre-roll in this environment is Digital Video 101. It doesn’t use the medium and technology to its fullest.
An example of Video 2.0/3.0 = Frito Lay Dips.
Creativity to date (99% of it) revolves around re-purposed TV adsWE SHOULD COMPLEMENT TV RATHER THAN RECREATE IT.This is a TV led approachNot a digital oneNew formats you to truly combine the creative canvas of TV with the flexibility and interactivity of digitalGreat for brands – allows you to use the power of digital to drive action.
We’ve spoken about the need to match on & offline...Network partnership with Experian to enable us to apply MOSAIC Targeting across the network and reach your offline audiences online.We have used this to reach custom MOSAIC groups with Experian – in this example we are able to separate Aspirational from Actual audiences.
So what have we been up to with FMCG brands?A recent Specific Media campaign in the US saw sales of a cereal brand increase 24% amongst those exposed to digital vs identical control group. Incremental sales were 200,000 units - dollar value of $630k – @ an ROI of 2.6We know digital grows offline sales. Something we are looking to explore in UK with Nielsen Homescan. Ready to test with any FMCG advertiser... Yahoo & NectarLarger FMCG advertisers will have their own bespoke tools.
USING DUNNHUMBY IN US, COMSCORE HAVE SEEN THAT 82% OF FMCG CAMPAIGNS LEAD TO AN UPLIFT VS CONTROL GROUP. THIS AVERAGE UPLIFT IS 22%
WORKED WITH AN FMCG BRAND AND DROVE A SUBSTANTIAL INCREASE IN SITE TRAFFIC...
...SEARCH TRAFFIC...
...AND SHARE OF VOICE AMONGST COMPETITORS
We ran some research with a UK retailer into the combined impact of Video & Display – key takeaway was that this drove the CPA down by 46% vrs running display alone.
FMCG advertisers are using more immersive creative formats to deliver results:Interaction with Social SpacesCouponing & Product Sampling
Ran this to in-market behaviours on Cooking & FoodUnderpinned by data
This has a US focus but we now have a London based team with a wealth of Original Production experience plus a Purpose built studio onsiteEnabling brands to tell stories through Original ProgrammingORIGINATE SURFACE DISTRIBUTE – MODELViral nature of OP adding additional reach
There is no point in having the perfect environment, perfect audience, perfect planning if the creative is overlooked. Millions spent on TV pre testing and digital should be no differentEye tracking studies showing the power of Creativity & that display works.
It is also important to understand how we should evaluate thisI don't want to get into a CLICK/ CPM / VIEW THROUGH debate – its a race to the bottom.Initially advertising on the web was all about instantaneous response from consumers through banners & search however, evolution has brought about maturity in how people respond to comms. They are interacting with brands in real time through FB/Twitter etc but ‘interruptive’ advertising plays a different role. We know only 10% of people click on display however, it is clearly playing a huge role in the overall ecosystem. We just need to apply some logic. On the TV screen, we wouldn't look to ‘click’ on the mayonnaise jar – so why would we online?We don't for TV or a 48 sheet, but we do know they deliver valueInstead....
...we should talk the language of marketers. Bain report analyses the metrics marketers want (traditional tv, brand led metrics – awareness, consideration, favourability) compared to what they get from digital – clicks, impressions, view throughsAttribution
Managing delivery of impression across multiple screensOptimum delivery of media
New canvasSocial spaceBring a lot of this together
USE DIGITAL TO DRIVE SALES ON & OFFLINEUSE OFFLINE TOOLS TO REACH CUSTOMERS ONLINEDELIVER VIDEO & DISPLAY TOGETHERCOMBINE TV & DIGITAL TO RELEASE POTENTIALMAKE CONTENT PEOPLE WANT TO SPEND TIME WITHBUILD ROBUST ATTRIBUTIONFOCUS ON CREATIVEMANAGE DELIVERY ACROSS MULTIPLE SCREENSUSE ALL PARTS OF THE ECOSYSTEM
http://www.vimeo.com/23627164
USE DIGITAL TO DRIVE SALES ON & OFFLINEUSE OFFLINE TOOLS TO REACH CUSTOMERS ONLINEDELIVER VIDEO & DISPLAY TOGETHERCOMBINE TV & DIGITAL TO RELEASE POTENTIALMAKE CONTENT PEOPLE WANT TO SPEND TIME WITHBUILD ROBUST ATTRIBUTIONFOCUS ON CREATIVEMANAGE DELIVERY ACROSS MULTIPLE SCREENSUSE ALL PARTS OF THE ECOSYSTEM