ADVANCES IN MEDIA / CONTENT DELIVERY

ADVANCES IN MEDIA / CONTENT DELIVERY Greg Brooks Content Strategy Director 9 October 2009

KEY TRENDS Fragmentation Convergence Display vs Performance Disintermediation Globalisation • Festival of Media Awards 2009 • 650 entries • 52 countries • 20+ product sectors

TARGET

Niche Strategic planning Identifying unifying traits Understanding cultures Communities WHAT IS TARGETING? Navigating the fragmenting media market Finding brilliant insights Understanding consumer media behaviour Intuitive understanding of channels Spotting the opportunity

FMA WINNER Dove Sleepover for Self Esteem BRAND Dove BRAND OWNER Unilever REGION Canada DATE Mar 2008 – Jun 2008 MEDIA AGENCY PHD OTHER AGENCIES Capital C, Harbinger MEDIA CHANNELS Mobile/Internet, TV • Results: • Outperformed projections by 120% • 62% of mothers would purchase more Dove products • 77% of daughters would encourage others to host one • > 30,000 registered “attendees”

INTERACT

digital integration the “three” screens content tracking online video video tagging using-on-demand technologies behavioural targeting banner effectiveness email marketing mobile WHAT IS INTERACTION? Finding and engaging the consumer Listening to the consumer Understanding the medium Being in the right place at the right time Having a conversation

FMA WINNER • NorgesKreativeFagskole BRAND NorgesKreativeFagskole BRAND OWNER NorgesKreativeFagskole REGION Norway DATE Jan 2008 – Apr 2008 MEDIA AGENCY Starcom MEDIA CHANNELS Events, Mobile/Internet, Ambient • Results: • 69% rise in web traffic • Average visitor spent 13mins on site • By application deadline, 33% of all 19-24 year olds were aware of the campaign • Unaided brand awareness was 44% (up 6%) and 90% in the core target • Finally, NKF now considered among the top 3 creative schools in Norway

CREATE

WHAT IS CREATION? customer magazines ad-funded programming integration radio shows digital OOH webisodes podcasts mobile content information services branded events platform neutrality Investing time & cash Injecting brand DNA New ideas or new experiences Not just new technology Innovative thinking

FMA WINNER • Dove Meets Ugly Betty BRAND Dove BRAND OWNER Unilever REGION China DATE Sep 2008 – Dec 2008 MEDIA AGENCY Mindshare OTHER AGENCIES Ogilvy Action, DDB, Tribal DDB MEDIA CHANNELS TV, Branded Content, Internet • Results: • Total media value nearly 2x the initial investment • Dove saw 75% increase in unaided brand awareness • 211% increase in unaided brand awareness amongst viewers • 400,000 blog comments generated • Sales doubled in the month following Ugly Betty

BENEFIT

social marketing community support addressing a consumer need adding value to a brand experience providing unique information achieving a deeper consumer bond a service model WHAT IS A BENEFIT? Offering a genuine benefit Adding value Working with the consumer Understanding consumers’ problems Making a difference

FMA WINNER Simple Gift of Time BRAND Philips BRAND OWNER Philips REGION China DATE Jan 2008 – Aug 2008 MEDIA AGENCY Carat OTHER AGENCIES DDB MEDIA CHANNELS POS, TV • Results: • 5 terminals launched in Shanghai in early 2008 quickly rolled out to 10 hospitals in the city • Each terminal used by 125 consumers per day, saving each patient 3 hours • Patients are saving 156 years and 3 months every year

ADVOCATE

social networks viral marketing harnessing communities of interest PR activity word-of-mouth brand ambassadors buzz marketing use of blogs widget/application development WHAT IS ADVOCATE? Earned media Empowering media Brand ambassadors Offering social currency Being relevant

FMA WINNER • Coke Fanpartner Generator BRAND Coca-Cola BRAND OWNER The Coca Cola CompanyB REGION Germany DATE Mar 2008 – Jun 2008 MEDIA AGENCY Beyond Interaction OTHER AGENCIES Argonauten G2, GWP, StudiVZ MEDIA CHANNELS Events, Mobile/Internet • Results: • 100,000 fans in the target-group were activated • 530,000 different mismatches were created • High cost per activation efficiency (index 41 vs average Coca-Cola campaign) • 990m ad-contacts in the target-group, ensuring whole community noticed Coke’s engagement for the Euro2008

PARTNER

client understanding creative solutions package deals international coordination content development partnership results bespoke solutions migrating revenue change management WHAT IS PARTNERING? Solving complex problems Being bigger than sum of parts Embracing openness Understanding strengths Seeking similar values

FMA WINNER Microsoft Advertising MEDIA OWNER Microsoft Advertising REGION Global OTHER WINS Digital Media Owner of the Year MEDIA CHANNELS Online, In-game, Mobile, Search

SUSTAIN

WHAT IS SUSTAINABILITY? Responsibility ‘Greenwashing’ CSR Carbon neutrality Brand activism Supply Chain Management Marketing through positive action Taking responsibility Putting sustainability alongside profit Walking the walk Being open & honest

FMA WINNER • Häagen-Dazs Loves • Honey Bees BRAND HäagenDazs BRAND OWNER General Mills REGION USA DATE Mar 2008 – Dec 2008 MEDIA AGENCY Goodby Silverstein & Partners OTHER AGENCIES Ketchum MEDIA CHANNELS Mobile/Internet, Retail/POS, TV, Branded Content, PR • Results: • Unaided brand awareness rose from 29% to 36% • Overall ad awareness rose from 19% to 26% • Haagen-Dazs’ status as a “brand ever bought” increased from 37% to 50% • Baseline sales increased 5.2% in April 2008 • 229,934,470 impressions generated in 4 months, worth > $1.15m in advertising

THANK YOU Greg Brooks Content Strategy Director greg@csquared.cc

ADVANCES IN MEDIA / CONTENT DELIVERY