Ralphfinal 090429085530 Phpapp02
-
Upload
mikhail-lomonosov -
Category
Documents
-
view
398 -
download
1
description
Transcript of Ralphfinal 090429085530 Phpapp02
![Page 1: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/1.jpg)
Конвергенция Данных / Измерений и Медиа
Российский интернет-форум22 апреля 2009
Ralph Folz, Global Chief Operating Officer
Isobar
![Page 2: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/2.jpg)
Новый уровень задач рекламодателей
РАНЕЕ СЕЙЧАС
Медиа-кампания
Охват, частотаСайты, форматы
Медиа
Social media
SEO / SEM
Online PR
Adver-gaming
MobileИ
НТЕГР
АЦ
ИЯ
![Page 3: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/3.jpg)
КАНАЛЫ ПРОДВИЖЕНИЯ И ИНСТУРМЕНТЫ:
- брендированный видео-канал на mail.ru
- создание и продвижение игры-викторины
-- медиа-кампания на порталах и в блогах с таргетингом на тинейджеров
- поисковая кампания с таргетингом на
тинейджеров по поисковым запросам
- social media – посев видео-материалов в блогах, создание и поддержка профайлов
героев сериала в социальных сетях
Clean & Clear (J&J) – интегрированная кампания
![Page 4: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/4.jpg)
Статистика блогосферы
• Статистика медийной кампании (ad serving), статистика поисковой рекламы (Яндекс), статистика по просмотрам видео (Mail.ru, adserving), статистика полученных публикаций (яндекс, мониторинг блогов и СМИ), статистика посещаемого сайта и т.п.
Трекинг результатов
Статистика кампании
![Page 5: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/5.jpg)
Outline:
• Introduction
• Collision of Data / Technology & Media
• 3 Challenges• Big players: “All things to all people”• Lack of interoperability• Need an online/offline “currency”
• 3 Things to do. What to do if you….?• are an agency• are an advertiser• are an entrepreneur
![Page 6: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/6.jpg)
• Isobar: Digital Marketing arm of Aegis Media
• 3,500 people in 40 countries
• 90 people in Russia (AdWatch/Isobar)
• Offerings include: Online Media, Search, Mobile, Social Media, Creative, Web Consulting & Build and Sustainability
Marketing ResearchMediaInteractiveOutdoor
Marketing ResearchMediaInteractiveOutdoor
![Page 7: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/7.jpg)
My Background
• Entrepreneur: Founded Molecular (http://www.molecular.com) in 1994. Web Consulting and Build
• Molecular acquired by Isobar in 2005
• Currently Global Chief Operating Officer of Isobar
![Page 8: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/8.jpg)
Data – Technology and Media are Colliding
![Page 9: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/9.jpg)
We need to change marketing priorities
Campaign-basedThinking
ContinuousConsumer
Interactions
Outputs(Reach, Frequency,
“Impacts”)
Outcomes(Client Business
Performance metrics)
Controlled“Talking at”
OrganicConversation
![Page 10: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/10.jpg)
EarneEarned d
MediaMedia
BoughBoughtt
MediaMedia
OwnOwnMediaMedia
Time and Effect Exponentially Increases
![Page 11: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/11.jpg)
Every region with one-off solutions and silos!
![Page 12: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/12.jpg)
Information
And it only has some of the information you need
![Page 13: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/13.jpg)
Think “Consumer Centric” not “Campaign Centric”
CustomerSales data
Ad DisplayAd Display
EmailCampaigns
EmailCampaigns
WebAnalytics
WebAnalytics
SearchOrganic
Paid
SearchOrganic
Paid
ConsumerCentricModel
Dashboard and Reporting
![Page 14: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/14.jpg)
Beliefs
• Consumer Centric data model
• Data gets smarter with every touch point with the brand
• Leverage industry standards. Integrate instead of Build
• Collecting data, and making it transparent (reporting) is only step one. Turning the data into knowledge and actions is the real objective
![Page 15: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/15.jpg)
Challenges
• AOL, Google, Yahoo, MSN:• For the advertiser?• Are they a publisher?• Are they an exchange?• Yes to all ! – creates a challenge
• Lack of interoperability. Need more help from trade associations. Goal: Open source / open architecture.
• Need more innovation around connecting online and offline.
![Page 16: Ralphfinal 090429085530 Phpapp02](https://reader035.fdocuments.us/reader035/viewer/2022070301/546af03aaf7959664c8b67a4/html5/thumbnails/16.jpg)
What to Do:
• If an Agency: Get data & technology savvy FAST! Build talent, embrace technology.
• If an Advertiser: For every initiative, think about the data. Own it. Aggregate it. Leverage it.
• If an Entrepreneur: Start companies! Massive opportunity!