The New Media Rockstars: A back-stage pass into real-time relevance
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Transcript of The New Media Rockstars: A back-stage pass into real-time relevance
© 2010 MediaMind Technologies Inc. | All rights reserved
the new media
Global Director of Media Innovatio
n@DeanDonaldson
© 2010 MediaMind Technologies, Inc. All rights reserved
A BACKSTAGE PASS
into real-time relevance ACCESS
ALL AREAS
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
1985
“the most important music event of the last 30 years”
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U2
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© 2010 MediaMind Technologies Inc. | All rights reserved
U2 THE JOSHUA TREE TOUR- LIVE IN WEMBLEY 2 JUNE 1987 -
***
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
“40”
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Notting Hill 1989
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Notting Hill 1989
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© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved
2ndmost looked at screen in home
is the mobile
© 2010 MediaMind Technologies Inc. | All rights reserved
Social Interaction
50%© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Social Interaction
80%© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Social Interaction
100%© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
✗
© 2010 MediaMind Technologies Inc. | All rights reserved
S T R A T T E L E
© 2010 MediaMind Technologies Inc. | All rights reserved
S T R A T T E L E
© 2010 MediaMind Technologies Inc. | All rights reserved
✓
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
✗✗
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
execution✗
© 2010 MediaMind Technologies Inc. | All rights reserved
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
© 2010 MediaMind Technologies Inc. | All rights reserved
78%
only 14% trust advertisements
of consumerstrust peer recommendations
© 2010 MediaMind Technologies Inc. | All rights reserved
Fender Guitar
Get Huge Deals On All Fender Products. Order Today!
www.GAK.co.uk Ads by Google
X
§
© 2010 MediaMind Technologies Inc. | All rights reserved
Fender Guitar
Get Huge Deals On All Fender Products. Order Today!
www.GAK.co.uk Ads by Google
X
§
✓relevance
execution✗
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
execution✗
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
© 2010 MediaMind Technologies Inc. | All rights reserved✓intrigue
✓relevance
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
83%of purchase decisions are from
word of mouth
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
✗
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
€£$
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?!
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© 2010 MediaMind Technologies Inc. | All rights reserved
✓
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
€£$
© 2010 MediaMind Technologies Inc. | All rights reserved
60%v.5%
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© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
apps
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apps
© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved
50%of under 15’s by 2015 will all use
touchscreens
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© 2010 MediaMind Technologies Inc. | All rights reserved
<10%
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`
Another little secret…Dwell Rate, Dwell Time and CTR into
account, unit size
remains a poor
predictor of
perform
© 2010 MediaMind Technologies Inc. | All rights reserved
`
Another little secret…Dwell Rate, Dwell Time and CTR into
account, unit size
remains a poor
predictor of
perform
© 2010 MediaMind Technologies Inc. | All rights reserved
Location, Location
Location!
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© 2010 MediaMind Technologies Inc. | All rights reserved
data showsconsumers engage with ads in
desktopapplications for longer
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clickthe
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overwhelming flow of metrics
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clickthe
© 2010 MediaMind Technologies Inc | All rights reserved
overwhelming flow of metrics997
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clickthe
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overwhelming flow of metrics
?
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“id”
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“id”
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“ ”
2011
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illumination
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Half the money I spendon advertising is wastedbut I can never find out
which halfJohn Wanamaker, Pioneer of Department Stores, 1877
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© 2010 MediaMind Technologies Inc. | All rights reserved
sifttechnology
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Don’t be evil
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“I had a bad experience”
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“how mayI help?”
“listening brand”
turn moaners
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
strategy
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40%
© 2010 MediaMind Technologies Inc. | All rights reserved
こんにちはg'daybonjourguten tagciào
aloha
γεια σουholacześćshalomdobrý deň你好grüßgott
hoihei안녕하세요 alô privet salut
jó napotjambo
sawubona“hello”
“ok?”
“good”“good”
© 2010 MediaMind Technologies Inc. | All rights reserved
http://OneTag
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planning buying
data delivery
© 2010 MediaMind Technologies Inc. | All rights reserved
planning buying
data delivery
“single” advertisingmanagement system
© 2010 MediaMind Technologies Inc. | All rights reserved
Networks vs. Exchanges (via Smart Trading)
eCPC in US$Source: MediaMind actual campaign data – average eCPC across two major networks
1/3cost per click
© 2010 MediaMind Technologies Inc. | All rights reserved
1. Points of measurement?2. Technology insertions?
consideration
awareness
evaluationpurchase
retention
Display Advertising Rich Media / Standard Display
Video InStream / InGame On / Offline
Microsite Advertising In situ on site within Banner
External link by Click / Rich Applications
Search Advertising Independent Research
Rating Mechanisms
Commitment Process In situ on site within Banner
Client site / Reseller Site Offline in-Store
Brand Advocacy Retargeting of user to up-sell Encourage recommendation
via Widgets
!Cost Effective
"Expensive
CPA / ROI
EXCHANGE
Consumer Life Cycle (CLC)
Dis
play
Sear
ch
Referra
l
Feedback
© 2010 MediaMind Technologies Inc. | All rights reserved
1. Points of measurement?2. Technology insertions?
consideration
awareness
evaluationpurchase
retention
Display Advertising Rich Media / Standard Display
Video InStream / InGame On / Offline
Microsite Advertising In situ on site within Banner
External link by Click / Rich Applications
Search Advertising Independent Research
Rating Mechanisms
Commitment Process In situ on site within Banner
Client site / Reseller Site Offline in-Store
Brand Advocacy Retargeting of user to up-sell Encourage recommendation
via Widgets
!Cost Effective
"Expensive
CPA / ROI
Dwell Time
Consumer Life Cycle (CLC)
Dis
play
Sear
ch
Referra
l
Feedback£€$
Premium
Targeting
CPC / CPE
“ ”
longtail premium
© 2010 MediaMind Technologies Inc. | All rights reserved
relevance ➔
creativity
➔
© 2010 MediaMind Technologies Inc | All rights reserved
longtail premium
© 2010 MediaMind Technologies Inc. | All rights reserved
relevance ➔
creativity
➔“dialogue”
© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Consumer reach and response is constant
© 2010 MediaMind Technologies Inc. | All rights reserved
Consumer reach and response is constant
© 2010 MediaMind Technologies Inc. | All rights reserved
Create a strategy for response
▸ Gather consumer touch points into a single repository
© 2010 MediaMind Technologies Inc. | All rights reserved
Group CGroup B Group A
Create a strategy for response
▸ Gather consumer touch points into a single repository
▸ Organise them intelligently to continue conversations
© 2010 MediaMind Technologies Inc. | All rights reserved
Group CGroup B Group A
Create a strategy for response
▸ Gather consumer touch points into a single repository
▸ Organise them intelligently to continue conversations
▸ Continue conversations before data becomes irrelevant
© 2010 MediaMind Technologies Inc. | All rights reserved
Consumers
Search
Emerging
Digital Channels
Affiliates
Site
The Integrated Platform Marketers
DAT
A
Display
Social
Smart Planning
Smart Versioning
Smart Trading
© 2010 MediaMind Technologies Inc. | All rights reserved
Consumers
Search
Emerging
Digital Channels
Affiliates
Site
The Integrated Platform Marketers
DAT
A
Display
Social
SmartVersioning
Smart Planning
Smart Trading
© 2010 MediaMind Technologies Inc. | All rights reserved
700M\\ MORE UNIQUE USERS THAN FACEBOOK \\
>40% OF THE GLOBAL INTERNET POPULATION\\ ARE CONTINUALLY EXPOSED TO MEDIAMIND ADS \\
© 2010 MediaMind Technologies Inc | All rights reserved
x2
© 2010 MediaMind Technologies Inc. | All rights reservedSource: MediaMind actual campaign data – average eCPC across two major networks
“3”
POPULATION
© 2010 MediaMind Technologies Inc. | All rights reserved
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
© 2010 MediaMind Technologies Inc. | All rights reserved
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
© 2010 MediaMind Technologies Inc. | All rights reserved
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-
share
see content interact
forw
ard
-to-
friend
= mass audience
= deep connection
buzzcreates
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
© 2010 MediaMind Technologies Inc. | All rights reserved
✓relevance
timing✗
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
marketing
© 2010 MediaMind Technologies Inc. | All rights reserved
www.mediamind.com
© 2010 MediaMind Technologies Inc. | All rights reserved
@deandonaldson
917.640.3095
@mediamind @creative_zone
thank you!