ADVANCES IN MEDIA / CONTENT DELIVERY
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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

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Advances in media content delivery

ADVANCES IN MEDIA / CONTENT DELIVERY

Greg Brooks

Content Strategy Director

9 October 2009


Key trends

KEY TRENDS

Fragmentation

Convergence

Display vs Performance

Disintermediation

Globalisation

  • Festival of Media Awards 2009

  • 650 entries

  • 52 countries

  • 20+ product sectors


Target

TARGET


What is targeting

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

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”


Advances in media content delivery

INTERACT


What is interaction

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 winner1

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


Advances in media content delivery

CREATE


What is creation

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 winner2

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

BENEFIT


What is a 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 winner3

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

ADVOCATE


What is 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 winner4

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

PARTNER


What is partnering

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 winner5

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

SUSTAIN


What is sustainability

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 winner6

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


Advances in media content delivery

THANK YOU

Greg Brooks

Content Strategy Director

[email protected]


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