Master Class D: "How to Channel Creativity through New Technology and New Media"
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How to Media and New Technology through New Creativity Channel
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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"
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Hello, Spring!
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Proud sponsorof Moms.
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Tonight. 8:00.
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Donateto Chile
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“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”
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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.
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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
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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
