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Web Ad of the day--Philips. Compare by Team. Target vs. Walmart Hyundai vs. Chrysler Apple vs. HP SU vs. NYU Score each criterion 1-5 (1=low; 5=High). Articles of the day. Job One—Ford Project. Develop three target segments and design personas. Two: Site Map for your Microsite.
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Compare by Team • Target vs. Walmart • Hyundai vs. Chrysler • Apple vs. HP • SU vs. NYU • Score each criterion 1-5 (1=low; 5=High)
Job One—Ford Project • Develop three target segments and design personas
Two: Site Map for your Microsite • Home Page, then: • 3 wide • 2 deep
Three: Layout/Wireframe for Display Ad(s) (Choose your size)
Stats • 2011 = 15% of all advertising • 2014 = 21%
Display Ads • Banner ads • Skyscrapers • Rectangles • Buttons
Do display ads work? What does Adam Penenberg think?
Advertising value vs. click through for 80 biggest campaigns/200 high traffic sites • 20% conducted related search queries • 30% visited the brand’s website • Spent 50% more time on the site • Spent 10% more money
BasicsGetting the most from display ads • Design ad for specific sites • Animate your ad • Keep copy brief and provocative • Test multiple design platforms • Use a professional graphics artist • Reduce your file size • Evaluate performance daily
Behavioral Targeting • Lotame http://www.lotame.com/crowd-control-your-new-data-management-and-monetization-platform/ • Privacy issue? • Anonymity vs. safeguards?
If most people treat email marketing like spam, then why do it? • DM mailing list $761 per thousand. Email $5 per thousand. • Importance of Opt-in/Opt out (permission marketing)
Beyond Display Viral marketing: about sharing
Good viral ads usually… • Short (2 mins or less) • Avoid hard product sell • Elicit strong emotions (e.g., funny, interesting, riveting) • Make you want to share them • Connect the brand in a relevant way
Question? • Would BMW Films be as big a hit today?
Tourism Queensland The Best Job in the World
Challenge: Transform the Great Barrier Reef from a day-trip to a holiday destination Target: People who slave all year to pay for their vacation Insight: Everyone thinks there’s a dream job out there Idea: Recruit a caretaker for an island in paradise
Think connections not demographics Instead of defining a target market we can isolate a target network of self-selecting, like-minded, inter-connected people
Demonstrate purpose as well as performance Because consumers have higher expectations from their brand experiences, we can look beyond the category for our insights
Burger King Whopper Sacrifice
Challenge: Get people to show how much they love the Whopper Target: Facebookers Insight: Everybody wants to be your online friend Idea: Create an app that allows you to delete your virtual friends in return for real whoppers
Burger King’s Greatest Hits • Subservient Chicken • Whopper Virgins • Whopper Freakout
Our job is to populate our audiences’ screens With content that is so compelling they want to participate in it and share it
Types of targeting • Behavioral • Geographic
Offline can be great for online (or not) • Hulu • Mitsubishi • Outpost
Shelly Palmer • http://www.shellypalmermedia.com/