The New Media Rockstars: A back-stage pass into real-time relevance

© 2010 MediaMind Technologies Inc. | All rights reserved

the new media

Global Director of Media Innovatio

n@DeanDonaldson

© 2010 MediaMind Technologies, Inc. All rights reserved

A BACKSTAGE PASS

into real-time relevance ACCESS

ALL AREAS


1985

“the most important music event of the last 30 years”


U2


U2 THE JOSHUA TREE TOUR- LIVE IN WEMBLEY 2 JUNE 1987 -

***


“40”


Notting Hill 1989

© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved

2ndmost looked at screen in home

is the mobile


Social Interaction

50%© 2010 MediaMind Technologies Inc | All rights reserved


Social Interaction



✗


S T R A T T E L E


✓


✗✗


✓relevance


✓relevance

execution✗


25% of search results

for the World’s Top 20 brands are links to user-generated content...

34%_of_bloggers / post_opinions_about_products

“you got to ask yourself a question”

product reviews


78%

only 14% trust advertisements

of consumerstrust peer recommendations


Fender Guitar

Get Huge Deals On All Fender Products. Order Today!

www.GAK.co.uk Ads by Google

X

§


Fender Guitar

Get Huge Deals On All Fender Products. Order Today!

www.GAK.co.uk Ads by Google

X

§

✓relevance

execution✗


✓relevance

execution✗


✓relevance

© 2010 MediaMind Technologies Inc. | All rights reserved✓intrigue

✓relevance


83%of purchase decisions are from

word of mouth


✗


€£$


?!


✓

© 2010 MediaMind Technologies Inc | All rights reserved


€£$


60%v.5%


apps

© 2010 MediaMind Technologies Inc. | All rights reserved© 2008 Eyeblaster. All rights reserved

50%of under 15’s by 2015 will all use

touchscreens


<10%


`

Another little secret…Dwell Rate, Dwell Time and CTR into

account, unit size

remains a poor

predictor of

perform


Location, Location

Location!



data showsconsumers engage with ads in

desktopapplications for longer


clickthe


overwhelming flow of metrics


clickthe


overwhelming flow of metrics997


clickthe


overwhelming flow of metrics

?


“id”


“ ”

2011


illumination


Half the money I spendon advertising is wastedbut I can never find out

which halfJohn Wanamaker, Pioneer of Department Stores, 1877



sifttechnology



Don’t be evil

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved

“I had a bad experience”

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved

“how mayI help?”

“listening brand”

turn moaners


strategy


40%


こんにちはg'daybonjourguten tagciào

aloha

γεια σουholacześćshalomdobrý deň你好grüßgott

hoihei안녕하세요 alô privet salut

jó napotjambo

sawubona“hello”

“ok?”

“good”“good”


http://OneTag


planning buying

data delivery


planning buying

data delivery

“single” advertisingmanagement system


Networks vs. Exchanges (via Smart Trading)

eCPC in US$Source: MediaMind actual campaign data – average eCPC across two major networks

1/3cost per click


1. Points of measurement?2. Technology insertions?

consideration

awareness

evaluationpurchase

retention

Display Advertising Rich Media / Standard Display

Video InStream / InGame On / Offline

Microsite Advertising In situ on site within Banner

External link by Click / Rich Applications

Search Advertising Independent Research

Rating Mechanisms

Commitment Process In situ on site within Banner

Client site / Reseller Site Offline in-Store

Brand Advocacy Retargeting of user to up-sell Encourage recommendation

via Widgets

!Cost Effective

"Expensive

CPA / ROI

EXCHANGE

Consumer Life Cycle (CLC)

Dis

play

Sear

ch

Referra

l

Feedback


1. Points of measurement?2. Technology insertions?

consideration

awareness

evaluationpurchase

retention

Display Advertising Rich Media / Standard Display

Video InStream / InGame On / Offline

Microsite Advertising In situ on site within Banner

External link by Click / Rich Applications

Search Advertising Independent Research

Rating Mechanisms

Commitment Process In situ on site within Banner

Client site / Reseller Site Offline in-Store

Brand Advocacy Retargeting of user to up-sell Encourage recommendation

via Widgets

!Cost Effective

"Expensive

CPA / ROI

Dwell Time

Consumer Life Cycle (CLC)

Dis

play

Sear

ch

Referra

l

Feedback£€$

Premium

Targeting

CPC / CPE

“ ”

longtail premium


relevance ➔

creativity

➔


longtail premium


relevance ➔

creativity

➔“dialogue”



Consumer reach and response is constant


Create a strategy for response

▸ Gather consumer touch points into a single repository


Group CGroup B Group A



▸ Organise them intelligently to continue conversations


Group CGroup B Group A



▸ Organise them intelligently to continue conversations

▸ Continue conversations before data becomes irrelevant


Consumers

Search

Emerging

Email

Digital Channels

Affiliates

Site

The Integrated Platform Marketers

DAT

A

Display

Social

Smart Planning

Smart Versioning

Smart Trading

http://www.rightmedia.com/index.php
































Consumers

Search

Emerging

Email

Digital Channels

Affiliates

Site

The Integrated Platform Marketers

DAT

A

Display

Social

SmartVersioning

Smart Planning

Smart Trading

































700M\\ MORE UNIQUE USERS THAN FACEBOOK \\

>40% OF THE GLOBAL INTERNET POPULATION\\ ARE CONTINUALLY EXPOSED TO MEDIAMIND ADS \\


x2


The Next Prius Cruise Cali in Style

Consumer “relevance”

Geography: California, United States

Demographics: Female, 25-35

Behavioral Data: Frequent auto searcher

Search Activity: Car deals / Financing


FJ CRUISER Intense driving V-6

Consumer “relevance”

Geography: California, United States

Demographics: Male, 25-35

Behavioral Data: Sports Fan

Search Activity: Car deals / Financing


Adapting the process

Viewing the ad

Clicking on the advert

Arrival at the web page

Start exploring

Product View

On-site view throughRegular banner flow (Rich or Standard)

eMail Social Sites

tear-and-

share

see content interact

forw

ard

-to-

friend

= mass audience

= deep connection

buzzcreates


✓relevance


✓relevance

timing✗


marketing

www.mediamind.com


@deandonaldson

[email protected]

917.640.3095

@mediamind @creative_zone

thank you!

http://creativezone.eyeblaster.com/

mailto:[email protected]

The New Media Rockstars: A back-stage pass into real-time relevance

Marketing

Transcript of The New Media Rockstars: A back-stage pass into real-time relevance