This document provides an overview and context for different media formats to be used in an advertising campaign. It discusses the audience, context, purpose and goals for formats including small format outdoor, large format outdoor, television, digital video, and programmatic. Placement options are also suggested for different formats. The document emphasizes providing clear guidance to creative teams on audience, message, desired actions and measurements in order to develop effective campaigns across channels.
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How to Design for an Omni-Channel Shopping ExperienceUserZoom
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So how do you design for an Omni-Channel shopping experience? View a webinar on-demand with Sean Van Tyne, author of The Customer Experience Revolution, to learn how to craft a uniform experience across channels and touch points.
Twitter Hashtag: #uzwebinar
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How to Design for an Omni-Channel Shopping ExperienceUserZoom
According to the IDC Retail Insights report, Omni-Channel shoppers will spend 15% to 30% more than Multi-Channel shoppers and they are more likely to be your brand’s influencers and Net Promoter advocates. It is now evident, that brands who make the customer experience omniscient, i.e. continues and universal, will lead the marketplace.
So how do you design for an Omni-Channel shopping experience? View a webinar on-demand with Sean Van Tyne, author of The Customer Experience Revolution, to learn how to craft a uniform experience across channels and touch points.
Twitter Hashtag: #uzwebinar
In this 60-min webinar on-demand you will learn:
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Accenture - The Role of Packaging for the Evolving ConsumerAccenture Italia
What is the role of Packaging for the Evolving Consumer?
Find out more on this presentation by Francesca Romana Saule, CRM Senior Manager at Accenture, shared at the Luxury Packaging Summit 2015.
ASAE Lunch Learning Webinar: Omni-Channel Marketing: How to Layer Your Channe...HighRoad Solution
Are you using social, email, websites and blogs separately, or have you combined them in such a way that they are amplifying one another? What about your videos and on-demand webinar content? Where is your sign-up widget for your newsletter versus your blog? If you don’t have quick answers that explain how your digital channels fit together, then this webinar is for you. Join us as we discuss ways to cross-promote across channels and how to plan in an omni-channel world.
Jan-Erik Sandberg - Succeeding with Large Scale AgileAgile Lietuva
Implementing Agile in small, short lived projects is easy. The real challenge comes when the project becomes long-running, and it gets even harder when spanning into multiple large projects. Add the challenge of distribution of resources and different cultures and it becomes almost impossible.
Jan-Erik Sandberg is an international veteran on successfully implementing Agile in large organizations. You will get insights into some of his hard earned experiences and this hour will be packed with proven techniques and real life examples. The goal of the session is to help you to reduce risk and increase your chances of succeeding with implementing agile at a large scale. Project and product-developments that utilize offshore resources will be the main focus for this session.
Optimising the Mobile User Experience, for iGaming and beyondOisin Lunny
I was delighted to present "Optimising the Mobile User Experience" at #EiG14, referencing a joint webinar given by SkyBet and OpenMarket for the MMA relier this year.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
SEO as the Backbone of Digital MarketingFelipe Bazon
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Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
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Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
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Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Week 8 - Creative briefing for media
1. Hello & welcome.
We will be starting the session at 12:30 EST
There is no sound at the moment
All participants will be muted throughout the session, so
please use the chat function in the bottom of the screen to
communicate – private and public messaging is available
We will do our best to respond to questions in the session,
but please feel free to email
onestepahead@cheproximity.com.au for any additional
information afterwards
ONE STEP AHEAD
2. A P R I L 2 0 2 0C H E P R O X I M I T Y
M E D I A P R O D UC T F U N D A M E N T A L S
10. Audience – make it actionable
Broad – M25-54
Challenging – women, 25-49, career driven but well rounded, they enjoy going to
cafes, are professional but not serious, have a side hustle or volunteer at the local
shelter.
Always make the audience relevant for the partner – and make it detail to be
applied to targeting. YOU should know their audience scale for the cohort(s)
you’re after
Message – what are you wanting to communicate? This is key – it impacts context,
scale, properties. If you don’t know what needs to be communicated, how can you
expect a response?
11. Make the action relevant to the partner – TV action may be
simply about exposure; digital could be around app
visitation; radio could be to drive search behavior.
We should know the partner – what they excel at, what they
don’t – so guide them, be prescriptive, guidance is critical if
you are to develop a campaign that feels aligned across
channels and not multiple interpretations of a general
directive
Again, make relevant to the partner. TV may work by hitting
the 1+ reach figure for the demo. Digital may work through a
similar metric. Out of Home could be around specific web or
search behavior. Have some sort of idea around what the
activity will generate and be specific so this performance
expectation is known.
12. Why – has the format been
chosen?
Who – is the audience?
What – do we want to happen?
14. Digital
Allows for messaging variants at scale and
speed
Context
Enrich the message via context and creative
matching
Data Rich
Provides the capability to utilize data fields to
drive variants
Impact & Scale
Reach category buyers at scale with a canvas
that can communicate a benefit
Capability Mandatories
TV
1+ of category eligible buyers to create salience
and top of mind awareness
Short form video
Reach high volume users with a relevant
message
15. 15
Format overview
Large format -
scale
Small format -
scale
Large format -
tactical
Small format -
tactical
• Aim – impact, scale and reach
• Key arterials, digital formats
• High visibility assets
• Selection of ‘marquee’
statement type assets
• Aim – drive fame and talkability,
one to one to many distribution
• Adshel/Commute assets
• In key ‘destination’ type areas –
CBD, beachside, culture strips
• Aim – drive personalized story
and one to one to many
distribution
• Airport or airport adjacent
• Within key tourist or cultural
destinations for domestic
audiences (CBD, Manly, Fiztroy,
St. Kilda)
• Aim – drive volume and awareness
across category users
• Adshel/Commute assets
• Retail dependent on cost
16. 16
Format overview
Digital -
Tactical
TV - scale Digital - Scale
• Same formats as Digital – Scale
• Focused at heavy travelers –
business and personal.
• YouTube focus
• Mobile focus – consider screen
size
• 15 and 6s – aiming at light TV
viewers 25-54
• Served prior to content
• YouTube focus
• Device agnostic – however
consider mobile screen size
• Aim – drive volume and awareness
across category users
• FTA – 3 channel buy
• 80% peak, 20% off peak
• 30/15 – predominantly 15s
17. Audience
Context
Purpose
GoalCanvas
Specs
Small Format Scale - context
• 10 second rotation duration
• Street Furniture dominant format
• Aim to keep content static due to restrictions
around movement around roadside areas
• 10 second rotation duration
• Audience is broad – public spaces have a diversity of people
moving throughout them
• Our primary audience is speaking to members – with 10m
members we are confident approximately 50% of those exposed
will be part of VFF
• Small format roadside has 2 audience – on foot traffic (longer dwell,
slower moving, often static) and those moving past at speed (driving,
public transport)
• Drivers are focusing on the road, those in transit (public transport or
on feet) are often on phones, speaking to others
• Commute periods are key and high volume
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• Small format provides us a way of being present in the public
spaces – and a way of connecting 1 to 1 with the reader but also 1
to many with the cities
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
18. Small Format - placements
Public Space areas High volume public transport hubvs Roadside Small Format
19. Audience
Context
Purpose
GoalCanvas
Specs
Small Format Tactical - context
• 10 second rotation duration
• Street Furniture dominant format
• Aim to keep content static due to restrictions
around movement around roadside areas
• 10 second rotation duration
• Audience is concentrated in key areas – tourist attractions.
• Our primary audience is speaking to members – with 10m
members we are confident approximately 50% of those exposed
will be part of Member org.
• We are using tourist areas as a way of providing relevance for tourist
based messaging.
• Member org enables its members to visit tourist areas – provides
valuable opportunity to distribute this message with full geo
relevance.
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• We want the audience to link the environment to the product –
that points allowed x volume of members to visit this area
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
• Make points real by linking them to a physical destination known
to the recipient
20. Small Format Tactical - placements
Public Space areas Tourist attraction areas – beaches,
landmarks, dining zones
21. Audience
Context
Purpose
GoalCanvas
Specs
Large Format Scale - context
• 10/25/30/60 second rotation duration
• Large format – mix of ‘intersection’ and ‘in
motion’ form ats
• Aim to keep content static due to restrictions
around movement around roadside areas
• In- car – driver or passenger
• Context 1 – intersection (static) – shorter rotations (10 seconds)
• Context 2 – in motion – longer rotations (30-60 seconds)
• Audience are often in situation of unpleasant traffic and/or
repetitive commutes
• Viewer is in vehicle
• In moving traffic they are moving past the message at 60-100kmh
• In peak they are moving past at 5-10kmh
• Viewer is often 100m or more from unit
• Large format zones are often cluttered
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• Small format provides us a way of being present in the public
spaces – and a way of connecting 1 to 1 with the reader but also 1
to many with the cities
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
22. Large Format – example placements
MEL – Bourke Street MallSYD – Parramatta Road
23. Audience
Context
Purpose
GoalCanvas
Specs
Large Format Tactical - context
• 10/25/30/60 second rotation duration
• Large format – mix of ‘intersection’ and ‘in
motion’ formats
• Aim to keep content static due to restrictions
around movement around roadside areas
• In- car – driver or passenger
• Context 1 – intersection (static) – shorter rotations (10 seconds)
• Context 2 – in motion – longer rotations (30-60 seconds)
• Audience are often in situation of unpleasant traffic and/or
repetitive commutes
• Viewer is in vehicle
• In moving traffic they are moving past the message at 60-100kmh
• In peak they are moving past at 5-10kmh
• Viewer is often 100m or more from unit
• Large format zones are often cluttered
• Airport zones
• Move vernacular from earning points to being paid in points
• We have 10 seconds to be seen per rotation – so we require
messaging that can be processed in under 10 seconds
• Small format provides us a way of being present in the public
spaces – and a way of connecting 1 to 1 with the reader but also 1
to many with the cities
• Reach travelers in the act of travelling
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
• Understanding that points can get recipient to new destinations
24. Large Format – example placements
MEL – T4 Car Park SYD – General Holmes Drive SYD – General Holmes Drive
25. Audience
Context
Purpose
GoalCanvas
Specs
TV - context
• 30s
• 15s
• At home (linear only)
• 25-54 is buying demographic, but many of these programs will
have both younger and older viewers.
• Buy is metro only – no regional
• Context – evening, likely on mobile at same time
• Context - within ad break with 4-5 competing advertiser messages, 3-
4 station based promos
• Audience are looking to unwind, watch one of their favourite shows,
many/most have been active all day
• Some viewers may be watching with others
• Move vernacular from earning points to being paid in points
• We will have 15 seconds to make our point in most instances – we
are competing with their mobile, as well as other distractions
(channel flicking, getting food, getting drink) as well as the
audience just not paying attention.
• We want some level of impact to our target
• Comprehension of ‘paid’ versus ‘earning’
• Utilisation of points
• Comprehension of tangible ‘value’ and application of points
balance
• App opens during evening TV activity
• Web and search traffic during TV activity
26. TV – example programs
Reality/escape/entertainment Sport/adventure Fun/variety Drama
27. Audience
Context
Purpose
GoalCanvas
Specs
Video - context
• 15/6s
• Sound and video
• See Slide 28
• Viewer is wanting to watch a video they have selected
• Our ad is effectively ‘in the way’ – so natural disposition is to look to
skip or ignore
• First 2 seconds are critical to generate attention
• There is only the potential for 1 key takeout plus brand
• Broad placement – device agnostic. Targeted – mobile (mindful of
font size)
• Move vernacular from earning points to being paid in points
• We have 6 seconds to be seen and processed
• Online video provides us with 1/ strong reach of light TV viewers
and 2/ opportunity to target specific higher value segments.
• Broad – maximise category eligible reach/. Targeted – activate
balance, open app
• 1+ reach – broad
• App opening – targeted
• Online video provides us with 1/ strong reach of light TV viewers
and 2/ opportunity to target specific higher value segments.
• Broad – maximise category eligible reach/. Targeted – activate
balance, open app
28. Video – audience segments
In market - travel
Affinity – luxury traveller
In market – Destination Australia
In-market - destination US
In-market - destination Fiji
Custom affinity – comparable member organisations
29. Keep it simple – inform don’t try
and be the creative, help inform
them to best understand the task
they are solving.
36. Social
What. Response rate is 45% lower than
forecast
So What. CPA blowing out in cost,
volume too low
Now What. Adapt bid approach,
implement amended formats.
39. I’ve learnt these over 17
years of listening to others,
and I want to call these
people out for all their help.
40. Matt Houltham
In 2003 taught me in an Introduction to Web Advertising Course run by the AFA. Best
$3200 I ever spent and I learnt more in that 12 weeks than ever before. Matt was at
Optimedia running digital, he is now CEO of Havas Media
Jo Gaines
In 2003 employed me at Yahoo (On Matt’s referral) – a great, supportive leader and taught me
the world of advertising. Jo was Sales Director at Yahoo, she is now MD and AVP at
Salesforce.
41. Cliff Rosenberg
Was CEO at Yahoo and interviewed me. Was my Chairman at Sound Alliance
and a wise source of counsel. Started Linkedin in Australia and until last
month was on the board of Afterpay.
Tony Faure
Lucky enough to meet him when he was CEO at ninemsn and I was a nobody
at Mindshare – probably the most generous with his time senior leader I’ve
ever encountered and still is. Currently Chair at ooh Media, boards of Uno,
Stackla and more.
42. Alan Kohler
Met him in the late 00’s right in the middle of GFC – he had started Business
Spectator and would meet some of the agency people. Encouraged me to
write about advertising and taught me the value of making things simple.
Ben Maudsley
Key part of the industry as digital emerged across Australia – he was my
client at Yahoo, my boss at Mindshare and I was his client at OMD.
Determined and honest, awesome at building consensus.
43. Neil Ackland
Met through raving two decades ago. He employed me at Sound Alliance
(now Junkee) and I moved to Sydney for almost 3 great, challenging and
influential years next to him. Smart guy, super resilient. Now on the exec
team at Ooh, after selling Junkee to them in 2015.
Margie Reid
Made OMD Melbourne a powerhouse. Taught me how to pitch properly, how to
motivate staff, trust in others abilities and output and how to properly listen to
clients. Was MD at OMD Melbourne, now Managing Partner at Thinkerbell.
44. Thankyou. There’s a good
chance most of the material
in this program came from
one of these eight people.
45. Big thanks for making this possible
Nicholas Biggs
Renee Hyde
Eva Oldham