Web Ad of the day--Philips

Compare by Team

Target vs. Walmart

Hyundai vs. Chrysler

Apple vs. HP

SU vs. NYU

Score each criterion 1-5 (1=low; 5=High)

Articles of the day

Job One—Ford Project

Develop three target segments and design personas

Two: Site Map for your Microsite

Home Page, then:

3 wide

2 deep

Site Wireframes

Site Wireframe

Site Wireframe

Three: Layout/Wireframe for Display Ad(s) (Choose your size)

Advertising on the Web

Diet Coke and Mentos

Stats

2011 = 15% of all advertising

2014 = 21%

Display Ads

Banner ads

Skyscrapers

Rectangles

Buttons

Integration and Interactivity

Do display ads work?What does Adam Penenberg think?

Advertising value vs. click through for 80 biggest campaigns/200 high traffic sites

20% conducted related search queries

30% visited the brand’s website

Spent 50% more time on the site

Spent 10% more money

BasicsGetting the most from display ads

Design ad for specific sites

Animate your ad

Keep copy brief and provocative

Test multiple design platforms

Use a professional graphics artist

Reduce your file size

Evaluate performance daily

Behavioral Targeting

Lotame http://www.lotame.com/crowd-control-your-new-data-management-and-monetization-platform/

Privacy issue?

Anonymity vs. safeguards?

Social ads

If most people treat email marketing like spam, then why do it?

DM mailing list $761 per thousand. Email $5 per thousand.

Importance of Opt-in/Opt out (permission marketing)

Beyond DisplayViral marketing: about sharing

Good viral ads usually…

Short (2 mins or less)

Avoid hard product sell

Elicit strong emotions (e.g., funny, interesting, riveting)

Make you want to share them

Connect the brand in a relevant way

Quicksilver

Question?

Would BMW Films be as big a hit today?

Case Studies

Tourism Queensland

The Best Job in the World

Challenge:

Transform the Great Barrier Reef from a day-trip to a holiday destination

Target:

People who slave all year to pay for their vacation

Insight:

Everyone thinks there’s a dream job out there

Idea:

Recruit a caretaker for an island in paradise

Best Job in the World

Think connectionsnot demographics

Instead of defining a target market we can isolate a target network of self-selecting,

like-minded, inter-connected people

Demonstrate purposeas well as performance

Because consumers have higher expectations from their brand

experiences, we can look beyond the category for our insights

Burger King

Whopper Sacrifice

Challenge:

Get people to show how much they love the Whopper

Target:

Facebookers

Insight:

Everybody wants to be your online friend

Idea:

Create an app that allows you to delete your virtual friends in return for real whoppers

Whopper Sacrifice

Burger King’s Greatest Hits

Subservient Chicken

Whopper Virgins

Whopper Freakout

Our job is to populate our audiences’ screens

With content that is so compelling they want to participate in it and share it

Media Planning and the contextual creative brief

Types of targeting

Behavioral

Geographic

Offline can be great for online (or not)

Hulu

Mitsubishi

Outpost

Shelly Palmer

http://www.shellypalmermedia.com/