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 Directorgreg@csquared.cc

THANK YOU