Master Class D: "How to Channel Creativity through New Technology and New Media"

Post on 04-Jun-2015

715 views 2 download

Preview:

Click to see full reader

Tags:

Report this document
SHARE

description

iMedia Brand Summit - Sept 2010Brands are challenged to build emotional online connections with consumers in an increasingly fragmented world. While the digital environment is constantly changing, the emergence of new technologies, platforms and ad formats can inspire out-of-the-box thinking that not only engages consumers with brands in new and delightful ways, but also enables a solid ROI.Mitch Spolan, VP, north american field sales, Yahoo!, and Mary Stack, vice president of media planning & partnerships, Discovery Communications, will look at how new formats and technologies are improving the online advertising experience, providing marketers with a creative canvas, and offering users a more interactive brand experience that drives meaningful consumer engagement.Spolan and Stack will help brand marketers move beyond the banner ad to create a true ‘wow factor’ with consumers. Through a showcase of advertising campaigns, you’ll learn how to evolve the advertising experience as the digital media space matures, how to leverage innovative new platforms, programming, products and tools being developed to help marketers maximize their impact online, and of course, how to measure success.

Transcript of Master Class D: "How to Channel Creativity through New Technology and New Media"

How to

Mediaand New

Technologythrough New

CreativityChannel

Agenda

Q/A

12

6

39

1

2

4

5

8

7

10

11

Persuasion.

Mia’sinfluence

behaviorconsumers

Advertising.

clutter

clutter

innovation

FMO

FMO

Hello, Spring!

FMO

Proud sponsorof Moms.

FMO

Tonight. 8:00.

FMO

FMO

FMO

FMO

Donateto Chile

FMO

“Roughly 70% - 80% of Y! autos visitors and Y! auto searchers are in-market for a new vehicle – the majority of whom are early in the shopping process, their loyalty still undeveloped”

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

30 days“chevy malibu”

30 days“chevy malibu”

60 days“chevy malibu”

90 days“chevy malibu”

180 days“chevy malibu”

360 days“chevy malibu”

551 daysno search box.

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

!"

!#$"

!#%"

!#&"

!#'"

("

(#$"

(#%"

(#&"

(#'"

$"

!"

(!)!!!)!!!"

$!)!!!)!!!"

*!)!!!)!!!"

%!)!!!)!!!"

+!)!!!)!!!"

&!)!!!)!!!"

,!)!!!)!!!"

'!)!!!)!!!"

(-./0-(!"'-./0-(!"(+-./0-(!"$$-./0-(!"$1-./0-(!"+-234-(!"($-234-(!"(1-234-(!"$&-234-(!"+-5

/6-(!"($-5

/6-(!"(1-5

/6-(!"$&-5

/6-(!"$-786-(!"1-786-(!"(&-786-(!"$*-786-(!"*!-786-(!",-5

/9-(!"(%-5

/9-(!"$(-5

/9-(!"$'-5

/9-(!"%-.:0-(!"((-.:0-(!"('-.:0-(!"

!"##$%&'()$

*+,()--.'/

-$

01)23$4(52)(-)$

5/;/<=03">?863@@=A0@" BC">?863@@=A0@" D:<<"EFA63"

All Three

All Three

Week 1

Week 2 Audience Comparisons

Network Primetime Show Audience SizesWho Knew? uniques – total Yahoo! browser cookies (Digits) TV data - Nielsen Media Research avg. audience 3/25/10-4/25/10 Live + SD

MSN Entertainment Takeover

Facebook Reachblock A25-54 Video

Facebook Reachblock A25-54 Video

Xbox Live "Spotlight" Video Banner

11

LIFE Digital campaign drove the most important metric (intent to view) by 8.5%

Target Audience Brand Metrics

significant increase at 90% confidence significant increase at 80% confidence significant decrease at 90% confidence

Mitch Spolanmitch@yahoo-inc.comTwitter: mitchspolan

Mary StackMary_Stack@discovery.com

mailto:mitch@yahoo-inc.com
mailto:mitch@yahoo-inc.com

Top related

Creativity & Innovation - Basecamp€¦ · PPT file · Web viewInnovation is applied creativity. Innovation is about improving existing activities with new ideas: New products. New
 Documents
NEW DIRECTIONS IN CREATIVITY MARK A · for creativity training in a wide variety of learning situations. Description of the Program Each manual in the New Directions in Creativity
 Documents
3. new creativity
 Education
Creativity at a New Address
 Documents
2.05. Define the term creativity. “Creativity is the act of turning new and imaginative ideas into reality. Creativity involves two processes:
 Documents
Creativity Fred Phillips. Creativity in Organizations There is creativity… – … in improving existing products & processes – … in inventing new products.
 Documents
Helping Your Children Channel Their Creativity
 Education
Innovation - 1 © Minder Chen, 2012 Creativity and Innovation in the New Economy Minder Chen Associate Professor of MIS California State University Channel.
 Documents
Fuelling effectiveness through creativity · HABITO CASE STUDY - KEY TAKEAWAYS 1 3 4 2 FUEL EFFECTIVENESS When you’re confident the channel works, use creativity to fuel effectiveness
 Documents
VERNACULAR CREATIVITY AND NEW MEDIA - QUT …eprints.qut.edu.au/16378/1/Jean_Burgess_Thesis.pdf · VERNACULAR CREATIVITY AND NEW MEDIA ... implications of the research ... to the
 Documents
Defining - The LEGO Foundation · the familiar becomes the incongruous, or impossible. Systems are crucial for creativity. Systems of science channel creativity towards solving specific
 Documents
New GUI (New Channel Numbering)
 Documents
A new substantive theory of sustainable creativity and ... · A new substantive theory of sustainable creativity and innovation through the integration of cultures ... creativity
 Documents
New 3 creativity
 Small Business & Entrepreneurship
Creativity + New Reality [KEYNOTE]
 Marketing
Teaching Creativity and Teaching for Creativity. What is Creativity? The Definition of Creativity: » The application of knowledge and skills in new ways,
 Documents
Creativity. What is creativity? Creativity is the phenomenon by which a person creates something new.
 Documents
GIVE YOUR CREATIVITY A NEW DIMENSION.
 Documents
The New Digital Marketing Mix: Breathe Creativity
 Business
The outsiders. New outdoor creativity.
 Lifestyle

Copyright © 2022 FDOCUMENTS