MCAD FOA - Media
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Transcript of MCAD FOA - Media
The Future of AdvertisingClass #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter
SESSION #05—“Media”
Creative Commons Attribution & Non-Commercial License
Today:
1. Blog assignment discussion
2. Guest speaker: Chris Wexler
BREAK
3. Media Workshop
:: Chris Wexler
*Analytics
:: What did you hear Chris say?
*Analytics
:: Data
*Analytics
What stories can media data tell us?
Nielsen @Plan example
Nielsen @Plan example
Let’s compare people who’ve been in our store
Nielsen @Plan example
vs. People who say they talk to their friends a lot
about the products we sell
Nielsen @Plan example
How do these two audiencescompare to the average, U.S.
adult using the Internet?
Nielsen @Plan example
Data tells us the people we’re trying to reach seem to like video games a lot more than the average U.S. adult on the Internet.
How might that influence our thinking?
Nielsen @Plan example
Data tells us the people we’re trying to reach read certain kinds of magazines. Maybe we ought to check those titles out and see if we can figure out why they read them and what might inspire us to create better connections.
Nielsen @Plan example
Data tells us the people we’re trying to reach create and publish content. Hmmm...
:: Media Types
*Analytics
Moving PictureAudioPrintDigital
Media Options
SPITTING RAYS TV Commercials Out of Home Product Placement
Pre-Post-Roll
AUDIO Buy Seconds Underwriting Sponsor Podcast
SPITTING INK Newspaper Magazine Poster Out of Home
Media Options (cont.)
DIGITALData Stories in data Traffic tools Adword buy research Census data Industry Publications
Devices Desktops Laptops Mobile Hardware
Display Standard Rich Video Game
Media Options (cont.)
DIGITALIntersticials Network.coms Hulu
Text Ads Google Bing Yahoo Digg Facebook Mobile
Brand.com Media Channel Publishing built on curation How good are you at it? Content Blog Ads for self on site
Media Options (cont.)
DIGITALLink Economy The Link The Juice
Mobile Time/Location/Context Text App placement
Apps Built for push, attract, aid Mobile Platform (Facebook)
Games Placement of ads inside games Digital goods
:: Media Workshop
*Analytics
:: Media Exercise
*Analytics
Media Consumption Exercise
1. Think of impressions made on you yesterday.2. Now do the same for your brands’ audiences.3. Bright Spot behaviors of audiences?4. Content your audiences likes to huddle around?5. Media channels delivering like content.6. What’s interesting? Opportunities...
:: Media Process Exercise
*Analytics
Media Process Exercise
1. What’s your goal?2. What do you know?3. What variables do you have at your disposal?4. What don’t you control that you can exploit?5. What are many ways to actualize your idea? 6. What are you doing to get it to work together?
Monday, February 21:
1. Blog assignment due (Sunday Feb 28): 400 words, minimum: “<your brand’s> media exercise + draft direction”
Next week’s FOCUS: Data
:: Integration
*Analytics
Now for Integration
Examples:1. Message. Again or different2. Action - this then that3. Common (sort of) TV to Web Print to Facebook email to site
4. Multiple banner ads running together5. Webcam to banner ad6. Posted flickr photo to contest entry7...