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Interactive Basics

Interactive Basics

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Interactive Basics

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  1. Interactive Basics March 2, 2009 Mercedes Gray & Brendan Starr

  2. Agenda Digital Plan Development Digital Landscape Digital Media Approach Digital Tactics to Consider Implementation Process

  3. Digital Plan Development

  4. How to build a digital marketing plan • Research and Define Target • Pull @Plan or Comscore AIM for behavioral and psychographic profiles • Pull Comscore or Nielsen to determine logistics of the websites defined in behavioral research • Research Competitive Tactics • Pull AdRelevance to review ad units, websites and spending levels of all competitors • Leverage the learnings from competition and apply additional insights unique to your client • Compile appropriate media tactics • Banners, email, mobile, video, social networking, viral, etc • Define the targeting tactics and success metrics for each

  5. How to build a digital marketing plan (cont) • Apply budget scenarios to tactics and determine options for final plan • Does a mobile marketing plan require 10k or 100k? Etc • Go to market with a Request for Proposal (RFP) and negotiate options • Define objective, timing, budget, success metrics, expectations of vendor • When negotiating large campaigns with more than 10 vendors, a scoring system is helpful • Compile the media plan details to review with creative team

  6. How to build a digital marketing plan (cont) • Build a detailed, yet simple program presentation for the client • Traffic all creative to media partners • Involves uploading creative units into a system that serves the ad on the page and delivers the user to the correct url page • Send ‘Launch Memo’ as soon as the program goes live, showing the client screenshots of performance • Provide the client updates on the program success

  7. Options for non-conventional digital program Non-conventional, meaning extremely finite target, budget and/or timeline • What creative methods can you use to build awareness/response? • Viral marketing and social networking are typically employed

  8. Viral Marketing Opportunities • Online Viral Marketing Applications for Marketers Planning a viral marketing effort involves: • Giving the consumer something they deem of high enough value to pass on to their network of friends, co-workers, and family. This could include: • Important information (makes them feel special for knowing it first) • Messages that evoke emotions (could be a sad story or a joke) • Something the user can participate in , change, and send to others to do the same • Monetary value, i.e. pass this message to x amount of people and get a gift card for $50.00 to Chili’s • Facilitating a mechanism for consumers to easily pass the message along or to include in their own user-generated content. This could include: email, blogs, videos, social widgets, etc. • Utilizing an existing group of people to seed the viral idea is preferable • Database of emails • ‘Friends’ in a social network • Blog/message board postings that have high viewership

  9. Social Networking Opportunities Social Network Opportunities Engaging consumers within a social media environment could: • Facilitate a better connection between a brand and the public’s daily lives, • Provide a platform to engage a network of “friends” relatively simply with little production effort • Provide valuable insight into the quickly changing arena of public opinion • Enhance corporate communications to partners and/or employees • Social Network Implications – • Creation of a profile is relatively simple, however management of a profile requires significant resources both for content, creative assets and considerable client communication in most cases. In many cases a marketer can have the website manage the day-to-day approval of friends or comments. • If you build it, they MIGHT come. In some cases consumers are searching for a brand online, and will find the marketer’s profile. However to gain momentum around the profile, marketer’s typically place a media buy with the social network that promotes the page, targeting their consumer demo. • Consumer can and will occasionally say negative things about the brand on social networks. It is technically possible to censor the negative feedback on the marketer’s profile, but this only encourages the consumer to post negative communication on a different page or profile. In general, our recommendation is to simply downplay the negative, and promote the positive discussions within the profile. It is important to remember that for the most part, social networks are used for positive communications with a marketer’s brand, and bridges a one-to-one connection with the consumer. • A literal one-to-one connection is not necessary. Consumers do not expect a personal “comment” from a brand or organization just because they posted a comment on their page. The marketer can distribute mass bulletins to connect with all consumers at once if they prefer, and consumers appreciate this type of communication just the same.

  10. Interactive Landscape

  11. No longer the “non-traditional” medium The breadth of people online can deliver has rapidly increased • Online penetration at 81% total US pop vs. 19% in 1996 • Broadband penetration at 79% of active online users • Time spent has doubled in the last 10 years 2003 2006 Source: MRI 2006 Fall

  12. Internet Usage of Boomers 67MM Adults 40-59 are online – represents 39% of all online users* 93% access from home 96% access at least once a week Virtual Store: 56% purchased a product online in past month Leisure Activities: Research destinations and book travel accommodations Reference guide: News and weather updates Research products, financial information, and medical services Communication tool: 93% have used email in the last month 34% have sent/received electronic greeting card 34% use streaming video or audio in the last month Source: Nielsen @plan 2006; * Source: comscore: 172,120,000 total online users

  13. Internet Usage of Boomers Especially within Boomer population, internet penetration is strong

  14. Interactive Media Landscape Online Media Investment • GSD&M ahead of the curve • On average our clients invest over 8% of their total media in interactive • Overall AARP activity is over 10% and growing Total U. S. Online Advertising Spending 2005 – 2011 – in billions 8.6% 8.2% 7.9% 7.5% 7.2% 6.7% 5.9% Classifieds Search Display Source: JupiterResearch Internet Advertising Model, July 2006

  15. Interactive Basics

  16. Digital Approach Push and Pull Medium • Marketers push messaging while consumers are seeking information • Both actions must be kept in mind Planning for Success • Often need to consider many additional factors other than traditional media • Key to success is focused, relevant communication and planning ahead to ensure all appropriate tactics can meet timing needs Insight • Internet and emerging media enable multiple message delivery opportunities, fueled by growing consumer empowerment and customization • The key to utilizing the medium is properly aligning digital tactics with concrete client objectives

  17. Defining Objectives Gaining CLICKS is NOT the goal of the overall marketing program and should not be the goal of your interactive campaign… Appropriate digital tactics are just as varied as the client’s needs • What is the objective of the program? • Opportunity to fully take advantage of the medium lies in determining whether online serves the same objectives of the overall campaign, or has unique goals Consideration Awareness Trial Loyalty Purchase Intent

  18. Digital Tactics Digital Tactics to Consider • Banners • Sponsorships and Content integration • Direct Response and Search • Streaming video/audio • Mobile marketing • Social Networking • Email • Gaming • Podcasting • Consumer-Generated Media • Viral – utilizing all of the above Implications • Tailor right mix of tactics to meet objectives

  19. Targeting Capabilities In addition to simple demo-targeting, online advertising allows multiple methods for pinpointing the target audience… Geo-Targeting • Targeting specific IP addresses within the target markets • Targeting local content and local issues Behavioral Targeting • Targeting based on online activities, i.e. a consumer types in “organic food” on Yahoo and receives banner ads regarding healthy living for several days Contextual Targeting • Targeting content that closely relates to advertising message, i.e. placing AARP medicare message alongside content discussing senior issues Registration Targeting • Targeting people based on their registration information, job, geo, age, etc ..OR setting the stage for consumers to choose their level of exposure Viral Marketing • Releasing peer-to-peer brand elements into environments where audiences are likely to share with friends, extending the reach of the brand virally

  20. Banner Media Banner Media • Can be utilized to buy presence at a CPM, CPC or CPA basis • Used to build presence on specific sites, or networks of sites can be used

  21. Direct Response Self-selecting media: advertiser only pays for interactions Two most common forms of direct response online are search marketing and Cost-Per-Action • Search Marketing: Paid search is planned on a cost-per-click basis directly with search engines. • Cost-Per-Action: Also includes CPC and is typically purchased through an Ad Network, a compilation of sites represented by one company. Generally cannot be targeted to specific demos. • Search: Organic vs. Paid • - Organic (Natural) search • Rank determined only on relevancy to user search • – Typically managed by website team • - Sponsored (Paid) search • Advertiser bids for rank in results; Ad appears above or along organic results • – GSD&M manages for many clients

  22. Search Marketing Current Conditions • 363 million searches a day • 161 million unique searchers per month • Google is the dominant player with 45% of all searches Opportunities/Issues • Google’s dominance Local search will be growth segment in next few years • Currently only 10% of all search • Revenue expected to grow 300% by 2010 Mobile Search is another big area of growth as phones become more sophisticated 45% Share of Search Other 15% 28% 12%

  23. Sponsorships and Content Integrations • Online sponsorships include high frequency, entitlements and content integrations • Content integrations tie the brand into an editorial environment Mastercard/Yahoo! Music Partnership Chili’s/ UGO Top Eats Sponsorship Startup Journal/Mastercard: Business Center Tab

  24. Streaming Video Priceless Involvement Streaming Video Current Conditions • 70% of online users access the web from a broadband connection at home • 60% of online users view video online • The explosion of CGC and YouTube have pushed video to become the fastest growing segment online Opportunities/Issues • Primetime in the daytime means reaching users at work • Experience still not as good as TV, but content is typically interactive Many Video Opportunities • :15 or :30 Pre-roll video for news and related content • Broadband, long format • Viral video through Google Video, etc Streaming Content – Pre-roll or custom video AARP Billboards on Weather Video content

  25. Mobile/Wireless Current Conditions • 80% US adults own a cell phone • 57% use their phone for a non-voice service • Text messaging most prominent (7B messages/month) • 57% teens 13-17 have a cell phone • More pervasive media device than computers or TV • Opportunities/Issues • SMS (test), MMS (multi media) messaging, branded games, mobile video, bluecasting, ringtones • Small video penetration (8MM users, 3% of total subs) • Carriers are cautious to protect user experience

  26. Podcasting Current Conditions • 12% Internet users have downloaded a podcast • Most popular podcasts revolve around major media extensions (NPR, BBC, Comedy Central) • Typically sponsored by :05 - :12 Entitlements • Small reach, difficult measurement Forecast • Vodcasting is the next evolution as video players become standard • 15MM active podcaster users by 2010 UpMarket - NPR ‘All Songs Considered’ Podcast

  27. Social Networking AARP.Gather.com Current Conditions • 52% teens use social networking sites • MySpace 55 million+ subs • 52% are age 35+ • Facebook 13MM subs Opportunities/Issues • Balance of risk/reward in a consumer controlled environment • Attractive opportunity to reach influencers/enthusiasts • Hesitancy of marketers to attach to user-generated content and video Myspace.com/chilis

  28. Viral/Peer-to-Peer Digital programs that are considered “viral” typically utilize peer-to-peer environments like email, IM and social networks Priceless.com – Gawker Blog Priceless.com – YouTube – Consumer Generated Content Priceless.com – Webshots – Consumer Generated Content Chilis/Yahoo IMVironment

  29. Ad unit “standards” Standard Sizes • 728x90 = Leaderboard • 300x250 = Rectangle/Box • 120x600 = Skyscraper • 300x800 = Half page • Interstitial/Page Takeover • Endless other custom sizes by partner

  30. Ad Unit “Standards” Rich Media • Includes expanding, floating, streaming ad units and more • Advertiser pays a $.25 - $2 CPM premium for these units • Target audience chooses their level of activity • Brand and acquisition results tend to increase with rich media • Approximately 30% of all impressions online When user scrolls over, banner expands

  31. Video Gaming Current Conditions • 108 million gamers 13+; 40MM HHs have a console • Young, but evolving to other demographics and lifestyle • Women more likely to play online games • New consoles allow video etc downloaded to unit • Live ads within games now being offered • Forecasts… • In-game ad spending projected to grow to $750MM • 126MM gamers by 2008 • Microsoft/Massive merger will push console gaming • New opportunities in mobile gaming will accelerate as handsets innovate

  32. Interactive Implementation Process

  33. Developing an Interactive Program Even if the objectives and strategy of the interactive program are the SAME, planning for the consumer INTERACTION is needed Planning for a successful interactive program requires: • Establishing a desired consumer action that matches objective • Learn more within the banner? Click to existing site or new site? • Establishing lead times for proper implementation and measurement of the action • Agreement on a project plan that combines: • Overall creative brief • Interactive timeline • Tactics to achieve the desired consumer action

  34. Timeline Basics – You Get What You Plan For Minimum Program Development Time: 2.5 Weeks • 1 week each for media, creative development and production, 3 days for traffic (some tasks overlap) • Results: This timeline will allow for a small (1-3 sites or less than $250k) media plan, and 1-2 simple flash banners Preferable Program Development Time: 6 Weeks • 3 weeks media, 2 weeks creative development, production, 1.5 weeks for traffic (some tasks overlap) • Results: This timeline will allow for a strategic media plan (2-10 sites, up to $1MM), rich media (expandable units, video, etc), emails, etc Full Campaign Development Time: 8-10 Weeks • 4 weeks media, creative development, 2 weeks production, 1.5 weeks for traffic (some tasks overlap) • Results: This timeline will allow for a strategic media plan that offers true convergence amongst media vehicles and ensures enough time to employ nearly all media and creative tactics that the agency can dream up. The campaign ideas may include microsites, consumer-generated content, etc.

  35. Execution Implementation Plan Development Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Determine consideration set and issue RFPs Release IOs Gather media specs and discuss creative allocations Write plan and continue negotiations Place action tags Launch! Briefing Receive Creative Present Recommendation Recommendation Approval Brief to Launch Ideally, 6-8 weeks to negotiate, plan & execute Traffic creative Reporting & maintenance begins Determine if action tags are desired and what pgs to track AARP provides landing page/URL’s Test action tags Determine Success Metrics

  36. Thank you!Mercedes.Guynn@IdeaCity.comBrendan.Starr@IdeaCity.com