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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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courtingthe

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

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


  • 30%

  • audience time


  • <2%

  • marketing budget


  • what are the

  • biggest

  • barriers to online

  • investment?


the

click


50%

6%

of all display ad clicks

online population


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


?

what about the 995

20%

40x

1:10


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


understanding

data

is the key


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 ..


brand

building


Teachers / kids

interaction


making

sense


You remember:

30% what you see

50% what you see & hear

70-90% what you see, hear

& touch


MSN HP Sidekick

2 minutes

70%

dwell time

fully played video rate


dwell time

is the average number of

seconds

  • a user engaged with an ad


dwell rate

percentage of impressions

engaged

  • with by the user


Dwell Rate versus CTR

25x


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%.


Rich Media Research

High Dwell increases site traffic by

+69%

X3

High Dwell increases brand related search


Dive in!

Immersive media


Chanel No.5


3D & Screengrab (Glider)


  • 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


Innovative use

of video

doublesperformance

compared to

simple use of video in banners


Interactive HD Video


Interactive Video


Get

Talked About!


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


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


Refresh

Everything


Banner Upload

14%


Stay relevant, created targeted message


REVIEW:


Four Characters …

Personalised pleas to parents to quit ..

Mollie

Dylan

Cillian

Portae


..Five phases of message ..

Placement Specific Versions..

..

1

2

3

4

  • Generic

  • News

  • Hotmail

  • Gossip

  • Sport

..unless ..


beyond the

browser


HTML5


not all who see

touch

not all who touch

click

Brand not immediate

Response as post-view

Response in situation

Response as search


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


[email protected]

phone number here

@mediamind_chat

@creative_zone


Thank you!


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