eDay2011 - Daniel Stephenson - Specific Media
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Transcript of eDay2011 - Daniel Stephenson - Specific Media
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
Daniel Stephenson
Senior Director
Category Development
![Page 2: eDay2011 - Daniel Stephenson - Specific Media](https://reader034.fdocuments.us/reader034/viewer/2022042701/559cb87e1a28abda558b4623/html5/thumbnails/2.jpg)
PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
2
Making Online Video
Work Harder...
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3
Evolution
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
4
Happy Birthday WWW!
![Page 5: eDay2011 - Daniel Stephenson - Specific Media](https://reader034.fdocuments.us/reader034/viewer/2022042701/559cb87e1a28abda558b4623/html5/thumbnails/5.jpg)
PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
5
Ecosystems
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6
Communications Landscape
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
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f th
eir
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ective
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A Blank Canvas
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Network Adapts
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
9
People @ Heart
![Page 10: eDay2011 - Daniel Stephenson - Specific Media](https://reader034.fdocuments.us/reader034/viewer/2022042701/559cb87e1a28abda558b4623/html5/thumbnails/10.jpg)
PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
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f th
eir
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sp
ective
ow
ne
rs.
10
Research
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
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sp
ective
ow
ne
rs.
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The Rules...
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
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tere
dtr
ad
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ark
s o
f th
eir
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sp
ective
ow
ne
rs.
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Seeking Big Brother’s Approval
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Blending Channels
![Page 14: eDay2011 - Daniel Stephenson - Specific Media](https://reader034.fdocuments.us/reader034/viewer/2022042701/559cb87e1a28abda558b4623/html5/thumbnails/14.jpg)
PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
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tere
dtr
ad
em
ark
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f th
eir
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ective
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ne
rs.
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Deliver for Brand & Response
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+10.2
+8.6
+6.5
+3.2
+2.9
+2.7
-2.6
Impact on the Brand
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46%THE DR CPA FOR
RETAILER WAS 46%
LOWER WHEN VIDEO
ADVERTISING WAS
COMBINED WITH
DISPLAY COMPARED TO
SOLUS DISPLAY
ACTIVITY
...And Response
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
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ective
ow
ne
rs.
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Getting People Together
![Page 18: eDay2011 - Daniel Stephenson - Specific Media](https://reader034.fdocuments.us/reader034/viewer/2022042701/559cb87e1a28abda558b4623/html5/thumbnails/18.jpg)
PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
18
Build for the Medium
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Evolution in TV
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Create Impact
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
21
Broadcaster Sites & Long Tails
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
22
Measure the Important Stuff
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
23
Creating Content
![Page 24: eDay2011 - Daniel Stephenson - Specific Media](https://reader034.fdocuments.us/reader034/viewer/2022042701/559cb87e1a28abda558b4623/html5/thumbnails/24.jpg)
PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
24
Premium Environments
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25
End...
to
...End
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26
Digital Glue
Video
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PR
OP
RIE
TA
RY
& C
ON
FID
EN
TIA
L©
Sp
ecific
Me
dia
.Na
me
s a
nd
lo
go
s a
re tra
de
ma
rks o
r re
gis
tere
dtr
ad
em
ark
s o
f th
eir
re
sp
ective
ow
ne
rs.
Daniel Stephenson
Senior Director
Category Development
Dank U Wel!