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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Presentation Transcript

Agenda
Agenda Technologies

  • Why Focus on “Engagement”?

  • What Is AOL Doing?


Media fragmentation
Media Fragmentation Technologies

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 Technologies

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 TechnologiesAND Drive Brand Equity?


A framework for engagement
A Framework for Engagement Technologies

IAG Research, Making Engagement Work, April 2006


Engagement drives ad recall
Engagement Drives Ad Recall Technologies

IAG Research, Making Engagement Work, April 2006


What is aol doing
What Is AOL Doing? Technologies

  • Consumer Insights

  • Programs and Products

  • Targeting

  • Measurement


Aol consumer insights
AOL Consumer Insights Technologies

Social Orientation

Media Engagement


Aol newsquiz
AOL NewsQuiz Technologies


Aol community
AOL Community Technologies





Aol targeting capabilities1

Data Targeting Technologies

Behavioral Targeting

Content Affinities

Audience Affinities

AOL Targeting Capabilities


Aol measurement efforts
AOL Measurement Efforts Technologies

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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