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consumer

courting the. consumer. spending quality time with your audience. Joe Girling VP of Global Sales January 2011. Media Tomorrow (2012+). Rich Media. InStream. Video Advertising. Ad-funded apps. Social Networking. Standard Display. Micro-sites. Ad-funded OS. Classifieds . Mash-Ups.

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consumer

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  1. courtingthe consumer • spending quality time with your audience Joe Girling VP of Global Sales January 2011

  2. Media Tomorrow (2012+) Rich Media InStream Video Advertising Ad-funded apps Social Networking Standard Display Micro-sites Ad-funded OS Classifieds Mash-Ups Text Links Search Widgets Newspapers Mobile Portable Media Ads User Generated Digital Outdoor PodCasting Outdoor In-Game Ads Electronic Ink (e-ink) Blogging Pre-Roll IPTV Interactive Video Magazines 5 second spot Cinema Digital Product Placement Radio Broadcast and Cable TV

  3. 30% • audience time

  4. <2% • marketing budget

  5. what are the • biggest • barriers to online • investment?

  6. the click

  7. 50% 6% of all display ad clicks online population

  8. 0 .5% 2 are wrong audience CPM = 1 clicked by accident CPC !! 1doesn’t wait for load 5 in every 1,000 =1 in every1,000

  9. ? what about the 995 20% 40x 1:10

  10. Tracking beyond the click Post Click Conversion Unique Interacting Users IR Post Click Average Latency User initiated Expansion Unique Video Viewer Interaction Duration Video Mute Rate CTR Full Play Rate Expansion Rate Expansion Duration Video start Rate Video Average Duration Video Fully Played Rate Video 50% Played Rate Dwell rate Dwell time

  11. understanding data is the key

  12. What’s the campaign objectives? What is the purpose of your campaign: Direct response - Take users to a website? CTR Data capture Branding : Keeping users engaged? Brand Engagement: Dwell rate, dwell duration Consumer insights: Custom interactions Video: Video started, video duration Make sure the team knows the right questions to ask!! Laying the right foundation ..

  13. brand building

  14. Teachers / kids interaction

  15. making sense

  16. You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch

  17. MSN HP Sidekick 2 minutes 70% dwell time fully played video rate

  18. dwell time is the average number of seconds • a user engaged with an ad

  19. dwell rate percentage of impressions engaged • with by the user

  20. Dwell Rate versus CTR 25x

  21. Dwell Research Performance of Rich Media with and without Video Dwell Time Dwell Rate +25% X2 Source: MediaMind Research. Data: Q4 2008 to Q3 2009, Worldwide. Adding video to Rich Media doubles Dwell Time, and increases Dwell Rate by 25%.

  22. Rich Media Research High Dwell increases site traffic by +69% X3 High Dwell increases brand related search

  23. Dive in! Immersive media

  24. Chanel No.5

  25. 3D & Screengrab (Glider)

  26. gif/jpg • Rich Media • Video The value of video % Lift 2x Aided Brand Awareness Online Ad Awareness Message Association Sponsorship Association Brand Favorability Purchase Intent Source: Dynamic Logic MarketNorms Q1 2005

  27. Innovative use of video doublesperformance compared to simple use of video in banners

  28. Interactive HD Video

  29. Interactive Video

  30. Get Talked About!

  31. Adapting the Process On-site view throughRegular banner flow (Rich or Standard) see content interact forward-to-friend tear-and-share creates buzz eMail Social Sites

  32. Twitter • 1% YoY uplift in site visits • Twitter activity for VW rose from 5 to 700 per day • Total Facebook VW Fans – 260,000 • Total YouTube video views – 87,000

  33. Refresh Everything

  34. Banner Upload 14%

  35. Stay relevant, created targeted message

  36. REVIEW:

  37. Four Characters … Personalised pleas to parents to quit .. Mollie Dylan Cillian Portae

  38. ..Five phases of message .. Placement Specific Versions.. .. 1 2 3 4 • Generic • News • Hotmail • Gossip • Sport ..unless ..

  39. beyond the browser

  40. HTML5

  41. not all who see touch not all who touch click Brand not immediate Response as post-view Response in situation Response as search

  42. Confucius Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. 孔夫子(551-479 BCE) new media old proverb

  43. joe.girling@mediamind.com phone number here @mediamind_chat @creative_zone

  44. Thank you!

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