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Brad Berens Executive Editor iMedia Communications

What You Missed at Other Roundtable Discussions. Brad Berens Executive Editor iMedia Communications. Ah, the after-lunch slot…. Food + Wine =. Ah, the after-lunch slot…. Food + Wine = Raised Blood Sugar!. Ah, the after-lunch slot…. Food + Wine = Raised

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Brad Berens Executive Editor iMedia Communications

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  1. What You Missed at Other Roundtable Discussions Brad Berens Executive Editor iMedia Communications

  2. Ah, the after-lunch slot… Food + Wine =

  3. Ah, the after-lunch slot… Food + Wine = Raised Blood Sugar!

  4. Ah, the after-lunch slot… Food + Wine = Raised Blood Sugar! You're all starting to look a little bit…

  5. But, of course, at an iMedia event the mummy would really…

  6. Why are we doing this?

  7. Today's Categories The Measurement Mambo Psycho-Killer Apps (Qu'est-ce que c'est) Boldly Following the Consumers Video Ga-Ga BT or Not BT? Let's Get Theoretical

  8. The Measurement Mambo ISSUES: • Whose numbers? • Discrepancies between publisher reporting, site analytics and ad serving numbers • Why? Different methodologies and data sources • What to measure and when to start? • Undefined goals and success metrics.

  9. The Measurement Mambo ISSUES: • Whose numbers? • Discrepancies between publisher reporting, site analytics and ad serving numbers • Why? Different methodologies and data sources • What to measure and when to start? • Undefined goals and success metrics.

  10. Engagement means… • Interaction • Behavioral + Attitudinal • "Send to a friend" referral business • Click rate + backend metrics (does a user visit more pages than average?) • Definition unclear • Clients aren't asking for engagement factors

  11. Emerging Metrics… • Behavioral indices • Time spent/interaction with ad units • Rich media analysis • Holistic tracking of creative through to site behavior (not just data capture or sales) • VOD measurement • Viewthrough • Unique reach

  12. The Measurement Mambo Big Ideas: "Quantify the number of :30 spots people spend on a website, and then translate that number into GRPs." "Websites need to take more risks."

  13. Psycho-Killer Apps Email & Search

  14. Email Big Challenges: • Frequency/Relevancy • Spam, Spam, Spam, Spam, Spam… • CAN-SPAM compliance (do we really have to? Yes.) • Deliverability

  15. Email Big Question: Is email responsiveness declining?

  16. Email Big Question: Is email responsiveness declining? Answer: Not really.

  17. Email Big Question: Is email responsiveness declining? Answer: Not really. • Targeted Lists • Segmentation • Careful Frequency Monitoring • Dynamic Content • Understanding User Behavior

  18. Email The Future of email involves… • RSS & Mobile • Compliance with best practices • Punishing spammers • Integration of email with the rest of marketing, online and off

  19. Search ISSUES: • Click Fraud • No standards among search engines • Conversion metrics • The back button • Cluttered search results

  20. Search What needs to happen? • Video search with audiotext overlay • Better balance of relevance and revenue • More incorporation of branding • Industry regulation • Better ranking methodology • Intuitive interface vs. user education

  21. Boldly Following the Consumers • Gaming Measurement • Mobile Marketing Best Practices • RSS & Blogs

  22. Gaming Measurement ISSUES: • Measurement, when does the ad count? • Integration of ads within game • Limited sorts of inventory • Relevance to brand • Interminable lead times • Client pushback • High cost of entry

  23. Gaming Measurement THE BIG QUESTION: What exactly do you mean by "game"? • Console • PC • Mobile • Casual vs. Hardcore Gamers • Male vs. Female Behavior

  24. Gaming Measurement ANOTHER BIG QUESTION: What exactly do you mean by "ad"? • In-Game Banner? • Product Placement • Branded Puzzle Games • Sponsored Extra Levels & Mods • Load Screens • Something else? (Websites, Xfire…)

  25. Gaming Measurement Benefits of Advertising within games: • Engagement poster child • Participatory medium • Very long interaction time • Immense personalization and targeting potential

  26. Gaming Measurement "Gaming is an activity, not a medium. It's a very new landscape, and if we put too much expectation or specified 'ROI' metrics onto games, then we might undermine the potential of games as an advertising channel."

  27. Mobile Marketing Best Practices ISSUES: • Low U.S. Adoption (so far) • Lack of scale • Lack of standards • Measurement and metrics • Cross-carrier operability

  28. Mobile Marketing Best Practices ISSUES: • Low U.S. Adoption (so far) • Lack of scale • Lack of standards • Measurement and metrics • Cross-carrier operability But wait…

  29. Mobile Marketing Best Practices AND MORE ISSUES: • Services not fast enough • High cost, no formalized pricing • Turn around time • Limited creative options • Consumer resistance to cost, intrusion

  30. Mobile Marketing Best Practices So what is mobile good for? • Branding, acquisition, engagement • Word of mouth/send to a friend • News and Local search • Text & SMS • Utilities (flight schedules) • Click to call • Promotions, entertainment tune-in

  31. Mobile Marketing Best Practices So what is mobile good for? • Branding, acquisition, engagement • Word of mouth/send to a friend • News and Local search • Text & SMS • Utilities (flight schedules) • Click to call • Promotions, entertainment tune-in Watch this space…

  32. Blogging/RSS Advertising ISSUES & CHALLENGES: • Brand degradation by context • Loss of control • Credibility of content • Small display space • Lack of scalable reach / critical mass • No real metrics for ROI • What's the model?

  33. Blogging/RSS Advertising HOW & WHAT TO MEASURE: • Engagement (e.g. # of comments) • Email responses • Impressions & clicks • Sell-thru • Buzz via Technorati, Google, etc. • Podcast downloads • Track mention of brand names

  34. Blogging/RSS Advertising BENEFITS: • High user engagement • User comments • Word of mouth • "Good for nanotargeting"

  35. Video Ga-Ga Video Advertising & The New IAB Video Standards

  36. Video Advertising ISSUES: • Lack of quality inventory • Limited tracking & metrics • Lack of standards • High cost • Need for custom, web-specific video • Getting beyond the online :30 spot • Poor vendor/agency communications

  37. Video Advertising WHAT'S WORKING? • Custom creative • Interactive video • "Surround sound" ad units • :5 spots & :23 spots • Ad/content integration

  38. Video Advertising "Practical applications jump out and will naturally become adopted. 'iPod pre-roll downloadable video' is one of those practical applications."

  39. IAB Video Standards "A valid broadband ad impression may only be counted when an ad counter (logging server) receives and responds to an HTTP request for a tracking asset from a client. The count must happen after the initiation of the stream, post-buffering, as opposed to the linked broadband content itself. Specifically, measurement should not occur when the buffer is initiated, rather measurement should occur when the ad itself begins to appear on the user's browser, closest to the opportunity to see."

  40. IAB Video Standards ISSUES & QUESTIONS: • Acceptance and compliance • How do 3rd party ad servers integrate with this standard? • Negative impact on inventory • This measures the ad/media space rather than the creative or the interaction • Research/case studies needed

  41. BT or Not BT? Contextual vs. Behavioral Targeting & Next Generation Behavioral Targeting

  42. Contextual vs. Behavioral Targeting Definitions of Contextual: • Advertising within a specific content vertical endemic to your brand/message • Targeting the page • Targeting "in the moment"

  43. Contextual vs. Behavioral Targeting Definitions of Behavioral: • Messaging to users in non-endemic environments based on their demonstrated behaviors • Targeting the audience • Targeting "after the moment"

  44. Contextual vs. Behavioral Targeting Contextual: Behavioral: Short consideration Long consideration CPG, Movies Autos, Travel Younger Users Older Users Brand Movements Brand Awareness Reaching Enthusiasts Avoiding Competitive Clutter

  45. Contextual vs. Behavioral Targeting The two approaches have vastly different metrics and choosing between them is a false choice. Contextual: Behavioral: Short consideration Long consideration CPG, Movies Autos, Travel Younger Users Older Users Brand Movements Brand Awareness Reaching Enthusiasts Avoiding Competitive Clutter

  46. Next Generation Behavioral Targeting ISSUES: • Scale • Pricing • Standards and a basic definition • Consumer privacy concerns (and realities?) • Excessive targeting • Publishers needing to catch up

  47. Next Generation Behavioral Targeting BT SUCCESSES SELLING… • Autos • Travel • Electronics • High-speed access • Healthcare • Finance • B2B • Entertainment*

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