PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered...
-
Upload
roger-leet -
Category
Documents
-
view
216 -
download
1
Transcript of PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered...
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
1
How to Construct an Effective Digital Marketing Plan
Presented By
Jon Schulz, EVPSpecific MediaNovember 7, 2011
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
2
My Background
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
3
Who Is Specific Media
Our innovations help us…address relevant advertising and content to receptive audiences.
• Cross-media platform • Addressable advertising • Content creation
Specific Mediathe digital media company.
• Since 1999 • 700+ employees • 11 Countries • O&O, Network & Delivery
On a mission to make sense of the media landscape,Specific Media is relevance personified, impact defined.
• Holistic reporting • Custom analytics
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
4
Agenda
Digital Media Landscape for Advertisers
Request For Proposal (RFP) Process
Finding the Magic
Building the PLAN
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
5
Landscape: Choices & Reasons
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
6
Living Room
StandardTV
IPTVTablet
Mobile
Desktops & Laptops
Landscape: Many Digital Devices
TV everywhere? says who?It’s a digital world! Whether it’s a laptop, IPTV, tablet, desktop or smartphone, we’re exposed to digital media at every turn—and we love it!
Personal Computer
Mobile
StandardTV Standard
TVStandard
TV
StandardTV
StandardTV
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
7
Landscape: Digital Delivery Ad Channels
Ad Category Breakouts:
Search 49%
Display 28%
Classifieds/Lead Gen 14%
Video 6%
Content Sponsorships 3%2011 Internet Advertising Bureau
FastestGrowing
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
8
Landscape: Digital Consumption Advantage
2009 2010 2011 2012 2013 2014
135.1147.5
160.2173.1 183.6 193.1
U.S. Online Video Viewers Growing2009-2014 (millions)
Source: eMarketer, April 2010
2009 2010 2011 2012 2013 2014 20150
40
80
120
160
0%
20%
40%
60%
62.677.8
91.4104.4
115.1125.5
135.2
U.S. Mobile Internet Users and Penetration2009-2015 (millions & % of total population)
Source: eMarketer, February 2011
Source: eMarketer, February 2011
More People Watching TV Online2009-2015 (millions)
2009 2010 2011 2012 2013 2014 2015
44.054.5
69.481.0
88.995.0 99.2
Source: Strategy Analytics, October 2009
2009 2013
5.3
15.5
U.S. IPTV Subscribers Growing2009 & 2013 (millions)
192%
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
9
Landscape: Digital Engagement Advantage
TV Viewers More Likely To Be Multi-Tasking
Surf the web Talk to others Doing things around the house
37%28%
19%
60%52% 52%
Web TV
Source: Next New Networks, YouTube, and firm Frank N. Magid Associates, October 2010
General Recall Brand Recall Message Recall Likeability
65%
50%
39%
26%
46%
28%21%
14%
Online Video TV
Source: Nielsen, April 2010
Online Video + TV Drives Brand Metrics
Source: eMarketer, May 2011
Online video is less cluttered, making your brand more noticeable
Online Video Offers Less Cluttered Ad Channel
Online TV
Source: comScore Video Metrix, December 2010
1.6%
98.4%
Ads
Content
25.0%
75.0%
Expandables Flash
34%
11%
Display Lifts Brand Recommendations(average lift in likelihood to recommend brand/product)
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
10
Landscape: Custom Sponsorship
Myspace Tron Integration
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
11
Landscape: Targeting
Subscribers Pass Along?
Listeners Arbitron, sample based
Viewers Nielsen, very small sample
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
12
We analyze the compiled data to build consumer profiles and our cross-media ad platform makes real-time decisions about when and where to serve ads.
THIRD PARTY DATA
Digital Targeting is Census & Sophisticated
We leverage various data sources to compile anonymous data on browsing behaviors, search activity and consumption patterns.
LICENSED PUBLISHER
DATA
Have you ever been retargeted?
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
13
Agenda
Digital Media Landscape for Advertisers
Request For Proposal (RFP) Process
Finding the Magic
Building the PLAN
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
14
Request For Proposal Process
1. Company & Product
2. Campaign Objectives
3. Success Measures
4. Budget
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
15
RFP: Company & Product
IndustryRetailers
Competition &Market Position
Product Brief
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
16
RFP: Campaign Objectives
Brand Building
Conquest
Direct Response
CONSIDERATION
PURCHASE
FAVORABILITY
AWARENESS
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
17
RFP: Success Measures
Brand Building
Conquest
Direct Response
Brand Lift (survey)
Market Share (sales)
Key Performance Indicators
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
18
RFP: Budget
• Campaign Scale
• Level of Experimentation
• Overall Media Mix
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
19
Agenda
Digital Media Landscape for Advertisers
Request For Proposal (RFP) Process
Finding the Magic
Building the PLAN
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
20
Finding the Magic: Broad Research
Ad Industry Focused
Digital Advertising World
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
21
Finding the Magic: Client-Specific Research
www.target.com/grocery?
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
22
Finding the Magic: Benchmark Competitors
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
23
Finding the Magic: “Custom” Solutions
Custom CreativeOriginal Programming
Integrated Programs
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
24
Finding the Magic: Original Programming
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
25
Agenda
Digital Media Landscape for Advertisers
Request For Proposal (RFP) Process
Finding the Magic
Building the PLAN
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
26
Building the PLAN
1. Quality over quantity
2. Address RFP objectives
3. Highlight your unique proposition
4. Research and measurement support
Thanks!
v
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
28
Myspace Acquisition
v
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
29
Myspace Survey
I need your opinion
1. Before tonight, have you heard of Myspace?
2. Do you have a positive opinion of Myspace?
3. Have you visited Myspace in the past 30 days?
4. What does Myspace mean to you?
PROPRIETARY & CONFIDENTIAL © Myspace, LLC. Names and logos are trademarks or registered trademarks of their respective owners.
30LEVERAGING THE LARGEST AUDIO & MUSIC CATALOG IN THE WORLD
Unsigned Bands(exclusive to MySpace)
+4,000,000ARTISTS
+30 Million
SONGS
MajorLabels
+400,000ARTISTS
+5 Million SONGS
IndieLabels +500,000
ARTISTS+7 Million
SONGS
v
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
31
Myspace Connects
. . . CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE
The LARGEST Song Catalog
Myspace 42M Songs
iTunes 20M Songs
Spotify 15M Songs
Pandora 800K Songs
Reaches a LARGE Audience
Myspace iTunes Pandora Spotify
31M
21M19M
2M
32
FUTURE VIDEO
v
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
33
Myspace Rebranding
1. Is MUSIC important to you?
2. What does Myspace need to bring you back?
3. Questions for me…
v
PR
OP
RIE
TAR
Y &
CO
NF
IDE
NT
IAL
© S
pec
ific
Med
ia. N
ames
and
logo
s ar
e tr
ade
mar
ks o
r re
gis
tere
d tr
adem
arks
of t
hei
r re
spe
ctiv
e o
wn
ers.
34
Bye, bye, bye