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 - PowerPoint PPT PresentationTRANSCRIPT
ADVANCES IN MEDIA / CONTENT DELIVERY
Greg BrooksContent Strategy Director
9 October 2009
KEY TRENDS1. Fragmentation2. Convergence3. Display vs Performance4. Disintermediation5. Globalisation
• Festival of Media Awards 2009• 650 entries• 52 countries• 20+ product sectors
TARGET
WHAT IS TARGETING?
• Navigating the fragmenting media market
• Finding brilliant insights• Understanding consumer
media behaviour• Intuitive understanding of
channels• Spotting the opportunity
NicheStrategic planningIdentifying unifying traitsUnderstanding culturesCommunities
BRANDDove
BRAND OWNERUnilever
REGIONCanada
DATEMar 2008 – Jun 2008MEDIA AGENCYPHD
OTHER AGENCIESCapital C, Harbinger
MEDIA CHANNELSMobile/Internet, TV
Dove Sleepover for Self EsteemFMA WINNER
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”
INTERACT
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
digital integrationthe “three” screenscontenttrackingonline videovideo taggingusing-on-demand technologiesbehavioural targetingbanner effectivenessemail marketingmobile
FMA WINNERBRANDNorges Kreative Fagskole BRAND OWNERNorges Kreative Fagskole
REGIONNorway
DATEJan 2008 – Apr 2008
MEDIA AGENCYStarcom
MEDIA CHANNELSEvents, Mobile/Internet, Ambient
Norges Kreative Fagskole
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
CREATE
WHAT IS CREATION?
• Investing time & cash • Injecting brand DNA• New ideas or new
experiences• Not just new
technology• Innovative thinking
customer magazinesad-funded programmingintegrationradio showsdigital OOHwebisodespodcastsmobile contentinformation servicesbranded eventsplatform neutrality
FMA WINNERBRANDDove
BRAND OWNERUnilever
REGIONChina
DATESep 2008 – Dec 2008MEDIA AGENCYMindshare
OTHER AGENCIESOgilvy Action, DDB, Tribal DDBMEDIA CHANNELSTV, Branded Content, Internet
Dove Meets Ugly Betty
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
WHAT IS A BENEFIT?
• Offering a genuine benefit
• Adding value• Working with the
consumer• Understanding
consumers’ problems• Making a difference
social marketingcommunity support
addressing a consumer needadding value to a brand
experienceproviding unique information
achieving a deeper consumer bond
a service model
FMA WINNERBRANDPhilips
BRAND OWNERPhilips
REGIONChina
DATEJan 2008 – Aug 2008MEDIA AGENCYCarat
OTHER AGENCIESDDB
MEDIA CHANNELSPOS, TV
Simple Gift of Time
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
WHAT IS ADVOCATE?
• Earned media• Empowering media• Brand ambassadors• Offering social currency• Being relevant
social networksviral marketingharnessing communities of interestPR activityword-of-mouthbrand ambassadorsbuzz marketinguse of blogswidget/application development
FMA WINNERBRANDCoca-Cola
BRAND OWNERThe Coca Cola CompanyBREGIONGermany
DATEMar 2008 – Jun 2008MEDIA AGENCYBeyond Interaction
OTHER AGENCIESArgonauten G2, GWP, StudiVZMEDIA CHANNELSEvents, Mobile/Internet
Coke Fanpartner Generator
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
WHAT IS PARTNERING?
• Solving complex problems• Being bigger than sum of
parts• Embracing openness• Understanding strengths• Seeking similar values
client understandingcreative solutionspackage dealsinternational coordinationcontent developmentpartnershipresultsbespoke solutionsmigrating revenuechange management
FMA WINNER
MEDIA OWNERMicrosoft Advertising
REGIONGlobal
OTHER WINSDigital Media Owner of the YearMEDIA CHANNELSOnline, In-game, Mobile, Search
Microsoft Advertising
SUSTAIN
WHAT IS SUSTAINABILITY?
• Marketing through positive action
• Taking responsibility• Putting sustainability
alongside profit• Walking the walk• Being open & honest
Responsibility‘Greenwashing’CSRCarbon neutralityBrand activismSupply Chain Management
FMA WINNERBRANDHäagen Dazs
BRAND OWNERGeneral Mills
REGIONUSA
DATEMar 2008 – Dec 2008MEDIA AGENCYGoodby Silverstein & Partners
OTHER AGENCIESKetchum
MEDIA CHANNELSMobile/Internet, Retail/POS, TV, Branded Content, PR
Häagen-Dazs LovesHoney Bees
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
Greg BrooksContent Strategy [email protected]
THANK YOU