Top 5 Takeaways From Ad:Tech

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    Top 5 Takeawaysfrom ad:tech s

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    What Is Ad:Tech?

    For more than ten years ad:tech

    has attracted media, marketing and

    technology proessionals who seek to

    learn about the newest trends and best-

    in-class case studies to succeed in this

    ever-evolving digital world. ad:techs

    global network o 10 shows in 7 markets

    positions the conerence as one o the

    leading destinations or digital marketers

    worldwide.

    This is BBDO San Franciscos

    observation o the top 5 takeaways rom

    ad:tech SF 2011.

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    3/16Photo credit: Michael Rubottom http://www.ickr.com/photos/michaelrubottom/sets/72157626353775587/

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    Top 5 Takeaways

    1 Everything is Digital

    2 Social Media Inuences the Entire Purchase Funnel

    3 Humanize and Localize Content to Create RelevantConsumer Experiences

    4 Mobile Strategies are No Longer a Nice To Have,They are a Need To Have

    5 Social Games are More Than a Fad

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    Photo by Laura Lea Nalle

    Digital has integrated into all aspects

    o the brand experience.

    Brands are moving 1030% o their

    budgets toward digital spending.

    Visa dismantled its digital marketinggroup and integrated oine and

    online activity to ocus on its core

    business. The move punctuated the

    companys eorts to integrate digital

    across the brand.

    Brands are starting to require a lot

    more rom their digital partners to

    produce work that is tightly co-

    developed instead o outsourced.

    We will begin to see morepartnerships between brands and

    digital partners. And even begin to

    see brands evolve as digital media

    platorms in their own right. The

    resulting work that will be produced

    will be relevant to the entire scope o

    the brand.

    1Everything Is Digital

    [Success is] i you are able to

    use your digital capability to

    build the totality o the brand

    to satisy nancial targets

    ~Antonio Lucio, CMO o Visa6

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    Photo credit: Michael R

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    Consumers are increasingly turningtowards the social Web to guide them

    through their purchase decisions.

    This has disrupted the traditional purchase

    unnel and created opportunities or brands

    to leverage social media to build advocacy.

    Brands have begun to migrate rom the

    unnel o yell and sell to an army o

    advocates.

    Brands should engage with consumersvia social media to build brand loyalty with

    three principles in mind:

    1 Sharing is the new giving

    2 Participation is the new engagement

    3 Recommendation is the new

    advertising

    2Social MediaInfuences The EntirePurchase Funnel

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    3Photo by Laura Lea NalleHumanize and LocalizeContent to Create RelevantConsumer Experiences

    Arianna Hufngton quoted Craig

    Newmark, stating that Trust is the

    new black or businesses. And

    showing humanity is the key to this

    approach.

    Humanizing is critical right now

    because it has evolved to be not just

    good or society, but also good or

    the bottom line. Starbucks Love

    Project is an example o this.

    Content is urther humanized by

    being local. Marketers must embrace

    the importance o localized content

    to remain relevant and create a

    more a personalized experience

    or consumers. This trend is

    especially signifcant because o

    the growing popularity o location-

    based technologies that converge

    online and oine experiences. The

    emergence o locally-ocused digital

    communities, such as AOLs hyper-

    local news blog Patch, is a prime

    example o how this movement is

    coming to lie.

    In a time where consumers have deep distrust in large corporations, the best

    way or brands to communicate with consumers is to show that they care and

    have compassion.

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    4Mobile Strategies are NoLonger a Nice To Have,

    They are A Need To Have

    When considering the mobile space,marketers are asking less about

    specifc tactics, like apps, and more

    about overarching strategies.

    Mobile can extend the shel lie o

    traditional campaigns or be the platorm or

    entirely new content and experiences.

    Marketers have to decide which platorms

    best serve their needs. For instance, they

    can use mobile ads or awareness and

    reach, but also use applications or utilityand long-term engagement.

    Elements of a successful mobile

    experience:

    1 Ease of access to content

    2 Overall usability (game mechanics

    or utility)

    3 Free or freemium subscription

    models

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    Photo credit: IntelFreeP

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    Gaming has evolved into a huge

    market in the U.S., with top

    social gaming apps earning the

    reach o TVs top rated shows:

    Cityville(Zynga)averages20MM

    dailyuserscomparedtoGlees

    (FOX)13.7MMviewers

    Expertsbelievethatsoap

    viewers,particularlystay-at-home

    moms,areincreasinglynding

    theconnectioninherenttosocial

    gamesfarmorecompellingthan

    thegoingsoninPineValley

    (fabledtownofsoapoperaAll My

    Children).Adweek

    Globally,Asiaisthefastest-growing

    socialgamingmarket,drivenbya

    culturethatembracesgaming,an

    establishedtechnicalinfrastructure

    andconsumerswhoarereceptive

    tothefreemiumcontent.

    Though the U.S. social gaming

    market is maturing with

    Facebook (platorm) and Zynga

    (publisher) being the dominant

    players, there is a signifcant

    opportunity or monetization:

    Currently,only15%ofsocial

    gamesmonetizetheirusers

    throughadvertising.

    5Social Gamesare More

    Than a Fad

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