Using the internet to engage consumers techniques and technologies
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Using The Internet to Engage Consumers: Techniques and Technologies. Harun Asad May 2006. Agenda. Why Focus on “Engagement”? What Is AOL Doing?. Media Fragmentation. 26 Different Media. Word of mouth TV Cable ISP/Search Engine At Retail Radio Product Article In-Store Promo

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Using The Internet to Engage Consumers: Techniques and Technologies

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Using the internet to engage consumers techniques and technologies

Using The Internet to Engage Consumers: Techniques and Technologies

Harun Asad

May 2006


Agenda

Agenda

  • Why Focus on “Engagement”?

  • What Is AOL Doing?


Media fragmentation

Media Fragmentation

26 Different Media

Word of mouth

TV Cable

ISP/Search Engine

At Retail

Radio

Product Article

In-Store Promo

Newspapers

Newspaper Insert

Direct Mail

TV Broadcast

Magazines

Internet Ads

Outdoor Billboard

Picture Phone

Instant Messenger

Email Ads

Yellow Pages

Satellite Radio

Text Messaging

MP3 Player

Web Radio

Video Games

PDACell Phone

TIVO

BIGResearch, 2006


Roi models are in flux

Traditional

Reach

Frequency

Awareness

Perception

Intent

New

CTR

Clicks

Downloads

Streams

Email response

ROI Models Are In Flux


How do you capture attention and drive brand equity

How Do You Capture Attention AND Drive Brand Equity?


A framework for engagement

A Framework for Engagement

IAG Research, Making Engagement Work, April 2006


Engagement drives ad recall

Engagement Drives Ad Recall

IAG Research, Making Engagement Work, April 2006


What is aol doing

What Is AOL Doing?

  • Consumer Insights

  • Programs and Products

  • Targeting

  • Measurement


Aol consumer insights

AOL Consumer Insights

Social Orientation

Media Engagement


Aol newsquiz

AOL NewsQuiz


Aol community

AOL Community


Aol dove calming night

AOL/Dove Calming Night


Aol targeting capabilities

AOL Targeting Capabilities


How does targeting fit with engagement

How Does Targeting Fit With Engagement?

Targeting


Aol targeting capabilities1

Data Targeting

Behavioral Targeting

Content Affinities

Audience Affinities

AOL Targeting Capabilities


Aol measurement efforts

AOL Measurement Efforts

Comscore Media Metrix

XMOS Partnership

TW Research Council

More To Come…


Using the internet to engage consumers techniques and technologies1

Using The Internet to Engage Consumers: Techniques and Technologies

Harun Asad

AOL Media Networks


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