The New Media Rockstars: A back-stage pass into real-time relevance

the new media

Global Director of Media Innovatio

n@DeanDonaldson

A BACKSTAGE PASS

into real-time relevance ACCESS

ALL AREAS

“the most important music event of the last 30 years”

U2 THE JOSHUA TREE TOUR- LIVE IN WEMBLEY 2 JUNE 1987 -

“40”

Notting Hill 1989

2ndmost looked at screen in home

is the mobile

Social Interaction

S T R A T T E L E

✗✗

✓relevance

execution✗

25% of search results

for the World’s Top 20 brands are links to user-generated content...

34%_of_bloggers / post_opinions_about_products

“you got to ask yourself a question”

product reviews

only 14% trust advertisements

of consumerstrust peer recommendations

Fender Guitar

Get Huge Deals On All Fender Products. Order Today!

www.GAK.co.uk Ads by Google

Fender Guitar

Get Huge Deals On All Fender Products. Order Today!

www.GAK.co.uk Ads by Google

✓relevance

execution✗

✓relevance

execution✗

✓relevance

83%of purchase decisions are from

word of mouth

€£$

60%v.5%

50%of under 15’s by 2015 will all use

touchscreens

Another little secret…Dwell Rate, Dwell Time and CTR into

account, unit size

remains a poor

predictor of

perform

Another little secret…Dwell Rate, Dwell Time and CTR into

account, unit size

remains a poor

predictor of

perform

Location, Location

Location!

data showsconsumers engage with ads in

desktopapplications for longer

clickthe

overwhelming flow of metrics

clickthe

overwhelming flow of metrics997

clickthe

overwhelming flow of metrics

“id”

“ ”

illumination

Half the money I spendon advertising is wastedbut I can never find out

which halfJohn Wanamaker, Pioneer of Department Stores, 1877

sifttechnology

Don’t be evil

“I had a bad experience”

“how mayI help?”

“listening brand”

turn moaners

strategy

こんにちはg'daybonjourguten tagciào

γεια σουholacześćshalomdobrý deň你好grüßgott

hoihei안녕하세요 alô privet salut

jó napotjambo

sawubona“hello”

“ok?”

“good”“good”

http://OneTag

planning buying

data delivery

planning buying

data delivery

“single” advertisingmanagement system

Networks vs. Exchanges (via Smart Trading)

eCPC in US$Source: MediaMind actual campaign data – average eCPC across two major networks

1/3cost per click

1. Points of measurement?2. Technology insertions?

consideration

awareness

evaluationpurchase

retention

Display Advertising Rich Media / Standard Display

Video InStream / InGame On / Offline

Microsite Advertising In situ on site within Banner

External link by Click / Rich Applications

Search Advertising Independent Research

Rating Mechanisms

Commitment Process In situ on site within Banner

Client site / Reseller Site Offline in-Store

Brand Advocacy Retargeting of user to up-sell Encourage recommendation

via Widgets

!Cost Effective

"Expensive

CPA / ROI

EXCHANGE

Consumer Life Cycle (CLC)

Referra

Feedback

1. Points of measurement?2. Technology insertions?

consideration

awareness

evaluationpurchase

retention

Display Advertising Rich Media / Standard Display

Video InStream / InGame On / Offline

Microsite Advertising In situ on site within Banner

External link by Click / Rich Applications

Search Advertising Independent Research

Rating Mechanisms

Commitment Process In situ on site within Banner

Client site / Reseller Site Offline in-Store

Brand Advocacy Retargeting of user to up-sell Encourage recommendation

via Widgets

!Cost Effective

"Expensive

CPA / ROI

Dwell Time

Consumer Life Cycle (CLC)

Referra

Feedback£€$

Premium

Targeting

CPC / CPE

“ ”

longtail premium

relevance ➔

creativity

longtail premium

relevance ➔

creativity

➔“dialogue”

Consumer reach and response is constant

Create a strategy for response

▸ Gather consumer touch points into a single repository

Group CGroup B Group A

▸ Organise them intelligently to continue conversations

Group CGroup B Group A

▸ Organise them intelligently to continue conversations

▸ Continue conversations before data becomes irrelevant

Consumers

Search

Emerging

Digital Channels

Affiliates

The Integrated Platform Marketers

Display

Social

Smart Planning

Smart Versioning

Smart Trading

Consumers

Search

Emerging

Digital Channels

Affiliates

The Integrated Platform Marketers

Display

Social

SmartVersioning

Smart Planning

Smart Trading

700M\\ MORE UNIQUE USERS THAN FACEBOOK \\

>40% OF THE GLOBAL INTERNET POPULATION\\ ARE CONTINUALLY EXPOSED TO MEDIAMIND ADS \\

“3”

POPULATION

The Next Prius Cruise Cali in Style

Consumer “relevance”

Geography: California, United States

Demographics: Female, 25-35

Behavioral Data: Frequent auto searcher

Search Activity: Car deals / Financing

FJ CRUISER Intense driving V-6

Consumer “relevance”

Geography: California, United States

Demographics: Male, 25-35

Behavioral Data: Sports Fan

Search Activity: Car deals / Financing

Adapting the process

Viewing the ad

Clicking on the advert

Arrival at the web page

Start exploring

Product View

On-site view throughRegular banner flow (Rich or Standard)

eMail Social Sites

tear-and-

see content interact

friend

= mass audience

= deep connection

buzzcreates

✓relevance

timing✗

marketing

www.mediamind.com

@deandonaldson

dean.donaldson@mediamind.com

917.640.3095

@mediamind @creative_zone

thank you!

The New Media Rockstars: A back-stage pass into real-time relevance

Marketing

Transcript of The New Media Rockstars: A back-stage pass into real-time relevance

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