Weitere ähnliche Inhalte Ähnlich wie Innity digital engaging workshop (20) Innity digital engaging workshop2. © 2012 Innity Corp. All Rights Reserved.
Every $1 spend on digital, the return is $1.78
Internet
traffic by
2015
42%
From AP
2011 2012
US$24.8B
US$31.4B
Digital ad spend:
+26.6%
Source: ADMA handbook 2012
3. © 2012 Innity Corp. All Rights Reserved.
Source: ADMA handbook 2012
4. © 2012 Innity Corp. All Rights Reserved.
Malaysian
who goes
online via PC
& Laptops
53%
Online
everyday
Users spend
21 hoursaverage per week
Total Ad Spend
by the year
2020
20%
Online
Advertising
Source: ADMA handbook 2012
5. © 2012 Innity Corp. All Rights Reserved.
70%
in 2011
Mobile Broadband
Penetration
Source: ADMA handbook 2012
Reasons why Malaysia uses the smart phone
• Ease of use
• Privacy
• Cost Effective
• Boredom
Things they do on Mobile Internet
• Social Media
• Online Music & Videos
• Gaming
• Searches
• Emailing
6. © 2012 Innity Corp. All Rights Reserved.
9.9M
social
networkers
84.3%
of all online
users
Source: ADMA handbook 2012
7. © 2012 Innity Corp. All Rights Reserved.
Advertisers are spending more on digital
platform
Branding is critical for our marketing plan,
not just Direct response
Digital are getting so HUGE that we
cannot ignore
11. © 2012 Innity Corp. All Rights Reserved.
Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network
12. © 2012 Innity Corp. All Rights Reserved.
Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network
??
??
14. © 2012 Innity Corp. All Rights Reserved.
Most lipsticks contain fish scales
On average there are 178 sesame seeds on a McDonalds Big Mac bun.
Termites eat wood 2 times as fast when listening to Mick Jagger
33% of women lie about their weight
Each year 13 people die from a vending machine falling on them
15. © 2012 Innity Corp. All Rights Reserved.
Average talker sprays 300 microscopic saliva droplets per minute!
When nobody is looking, 47% of people drink straight from the carton
On average a teenager will text 4,732 times every month
Globally in one day, 2 billion Youtube videos are watched
70 Billion pieces of content shared on facebook every month
Source: Statisticbrain.com
16. © 2012 Innity Corp. All Rights Reserved.
Source: IDC, Forbes 2012
The Internet grows by 314,000% every year.
2005 2010 2015
Exabytes
17. © 2012 Innity Corp. All Rights Reserved.
Big Data: “The
technologies and practice of
handling data sets so large that
conventional databases cannot
handle effectively”
Source: destination CRM 2012
SMALL
Small Data: “Otherwise
known as operational data,
used to maintain cashflow,
smaller scales and short
term projects”
Source: destination CRM trends 2012
18. © 2012 Innity Corp. All Rights Reserved.
Source: CRM Trends
ACTION
Email Marketing, Mobile SMS, Digital
Advertising, Social Media
Website user experience, Online chat
support, Product Demo, Content,
Loyalty programs, special incentives,
social media announcements to followers
CUSTOMER
EXPERIENCE
AWARENESS
19. © 2012 Innity Corp. All Rights Reserved.
Use data to suggest products that might be of
interest to you through predictive data based on
existing customer habits and interests.
Google – Predictive search. They know what we
are looking for before we do.
Netfile – Predicts content we will watch next.
Source: Forbes 2012
“through yield analysis and behavior trends, CRM
means companies can now fire customers”
20. © 2012 Innity Corp. All Rights Reserved.
Not necessarily:
“70% of customers do not feel
engaged with the brands they like”
Source: Forbes.com
22. © 2012 Innity Corp. All Rights Reserved.
Source: Solve Media/Econsultancy.com
In a poll of more than 200 media buyers, the average increase in expected native ad spending in
2012 compared to 2013 is 12.6%.
IN 2013:
57%of venture
capitalists, private
equity firms, and
angel donors
34%
of publishers
Say they are
likely or very
likely to invest in
companies that
sell native
advertising
Say they are
likely or very
likely to add a
native
advertising
option to their
menus
23. © 2012 Innity Corp. All Rights Reserved.
“Nobody reads advertising. People read what
they want to read, and sometimes it’s an AD”
Howard Luck Gossage, Advertising Pioneer 1969
24. © 2012 Innity Corp. All Rights Reserved.
Promoted
Brand
Content
Sponsored
Customer
Brands that
ask for shared
Paid Media
Traditional Ads
Owned Media
Corporate Content
Earned Media
Organic
Press Coverage
Ad Networks, Premium
Publishers, Search,
Mobile etc..
Publisher Editorial, Social
Media, Ambassadors, word-of
month
Corporate website,
mobile app, social
media presence, blog,
CRM
25. © 2012 Innity Corp. All Rights Reserved.
Fans will spend 4 times more than non-fans
Social Media suitable for all brand? Not necessarily
Marketers want to understand in advance whether their investments will be justified.
Source: Millward Brown’s research based on Global 100,000 consumers
26. © 2012 Innity Corp. All Rights Reserved.
Source: Millward Brown’s research based on Global 100,000 consumers
Fan base Conversions should correlate to the level of internet access and level of social media use
69.8%Of the internet
population
3,361,000 (Est)
84%Of the internet
population
11,800,000 (Est)
27. © 2012 Innity Corp. All Rights Reserved.
Category with the highest fan base globally: IT software, IT hardware, diapers, communication
providers, mobile phones and automotive.
Source: Millward Brown’s research based on Global 100,000 consumers
Harder
to build a fan base
Easier
to build a fan base
Hair care
Insurance
Grocery
Stores
Deodorant
Mineral Water
Oral Care
Motor Care
Detergents
Fast Food
Body Care
Banking/Finance
Soft Drinks
Coffee
Spirits
Face Care
Credit Card
Network
Beer
Airlines
Apparel (men)
Ecommerce
Apparel (women)
Home
Entertainment
IT Software &
Gaming
Diapers
Communications
Providers
Mobile Phone
Handsets
IT Hardware &
Peripherals
Cars
28. © 2012 Innity Corp. All Rights Reserved.
Brand Value Perception is correlated with fan base.
Good value brands justifies their premium pricing hence more fans.
Fan pages provide the opportunity to keep in touch with brands, it is not surprising that
consumers reach out more to desirable but attainable brands.
Source: Millward Brown’s research based on Global 100,000 consumers
High Price
HighDesire
Justified Premium
222
Good Value
126
86
Expensive
41
Poor Value
29. © 2012 Innity Corp. All Rights Reserved.
Keep on Reaching out
Reach beyond core fans to friends of fans
New blood brings new enthusiasms to the page
Aim for seamless social
Juggling content on FB, Twitter & Client’s Site
Have fun with Tech
Apps aren’t essential but would certainly help
Photo sharing can help in viral and Geo location
app can map users activities
Encourage Creativity
Think page managers as copy writers instead of
email marketers
Regular weekly or monthly contest can help the
passing time
Integrate and enhance offline content
Brands need to integrate their social activity with other media and promotional activity.
So the brand message can gets amplified and reiterated
Identify social element in an ad to and invite consumers to comment & discuss
30. © 2012 Innity Corp. All Rights Reserved.
How many Advertisement are we exposed to in a Day
1957 Edwin Ebel, VP of General Foods: 1518 exposures for family of 4
1964 Bauer/Greyser : 76 noticed exposures
1965 Charles F. Adams: 560 whether noticed or not
1970 Wachsler DDBO: 285 for men and 305 for women
2007 Media Matters: 600 – 625 potential exposures
31. © 2012 Innity Corp. All Rights Reserved.
Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network
RTB
??
??
32. © 2012 Innity Corp. All Rights Reserved.
Enhance and understand the online marketing at every stage of customer life cycle
35. © 2012 Innity Corp. All Rights Reserved.
Report that makes more sense
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Creates Consideration and improves
Consumer Favorability
Impressions are free = Help increase GRP
Mitigates with Bounce-Off-Rate
37. © 2012 Innity Corp. All Rights Reserved.
Common Buys
Mass Targeted
Performance
Branding
CPM
CPC
CPA IDEAL
CPE
38. © 2012 Innity Corp. All Rights Reserved.
“It's about finding the right technology to help tell the story.”
Polo Ralph Lauren, 2012
"We have to be more deliberate about allowing consumers to go
down certain paths. It doesn't always have to be about buying, it
could also be about feeling better about the brand.“
BBDO, 2012
39. © 2012 Innity Corp. All Rights Reserved.
Reach out to targeted audience and reaffirm Sunsilk as
the top preferred brand among women.
Instill a strong brand/product awareness whilst minimizing the
wastage of impressions.
Run a high engaging banner that mainly caters to the potential
targeted audience –Women by targeting to channels like the
Engage Her Network.
40. © 2012 Innity Corp. All Rights Reserved.
Over online users saw the Ad
With Engagements, attained interactions and user spend an
average of on the Lightbox
View Demo
41. © 2012 Innity Corp. All Rights Reserved.
TM BizApp, a self service portal where business
applications are hosted under one market place &
can be purchased online.
Raising the webstore awareness while educating the target
audience on how BizApp can benefit their business productivity.
Provide an engaging rich media experience to help users
understand the range of professional & effective apps offered
with targeting focus on business and news channels.
42. © 2012 Innity Corp. All Rights Reserved.
Over online users saw the Ad
Attained interactions and user spend an average of on the Lightbox
View Demo
43. © 2012 Innity Corp. All Rights Reserved.
Loreal aims to reach out to their female audience to
communicate the works of the cream
How to execute the TVC in the most effective fashion
44. © 2012 Innity Corp. All Rights Reserved.
Over online users saw the Ad and managed with
46. © 2012 Innity Corp. All Rights Reserved.
Brief & Media Strategy
Advertiser: Infiniti
Background: Position as the Luxury Car category and with each model
fitted will V6 or V8 Engine
Target Audience: Predominantly Males, Age 35 to 44
Online Media Strategy: Placement within Sites with potential readers age
35 to 44
47. © 2012 Innity Corp. All Rights Reserved.
News Business & Finance Automotive
News Business & Finance Automotive
OPTIMIZATION
Males ages 35-44 Males ages 35-44 Males ages 35-44
Males & Females aged 18-50 Males & Females aged 25-50 Males & Females aged 23-45
Right Audience
48. © 2012 Innity Corp. All Rights Reserved.
Marketing Ecosystem
(The Funnel)
Purchase
49. © 2012 Innity Corp. All Rights Reserved.
AWARENESS
What's far more relevant now are upper funnel solutions.
50. © 2012 Innity Corp. All Rights Reserved.
We provide you with quality, rich media solutions for display advertising, enabling you
to attract highest share of the client’s advertising dollars.
Slider
View the full demo here:
http://network.innity.com/2012/products.html
51. © 2012 Innity Corp. All Rights Reserved.
We provide you with quality, video rich media solutions for video display advertising,
enabling you to attract highest share of the client’s advertising dollars.
View the full demo here:
http://network.innity.com/2012/enroll.html
52. © 2012 Innity Corp. All Rights Reserved.
A brand is a promise. It’s an expectation of an experience.
53. © 2012 Innity Corp. All Rights Reserved.
World Kitchen aims to increase brand exposure amongst
audience through contest participation.
Utilize high engaging banners - lightbox because it is able to
provide various tabs for product information.
Contests & prizes to run on microsites and used external social
media platform like- Facebook to further maximize contest
awareness.
54. © 2012 Innity Corp. All Rights Reserved.
Over online users saw the Ad, users participate in contest
Attained interactions and user spend an average of on their
microsite
View Demo
55. © 2012 Innity Corp. All Rights Reserved.
CONSIDERATION & FAVORABILITY
Rich Media Interactivity driving Engagement for ROI
56. © 2012 Innity Corp. All Rights Reserved.
• Campaign with more than 20,000 engagements has 15% more likelihood of users
clicking to the website to find out more
• Campaign with Interactive Game has 32% of the users spending more time engaging
with the Lightbox and 25% more likelihood of completing the engagement cycle
• 15s TVC has 49% more viewers completing the TVC as compared to 30s TVC
• Campaign with Incentive has 22% more likelihood of users to click to the website
57. © 2012 Innity Corp. All Rights Reserved.
We provide you with quality, mobile rich media solutions for mobile advertising,
enabling you to attract highest share of the client’s advertising dollars.
58. © 2012 Innity Corp. All Rights Reserved.
10,000+
NUMBER OF TOP LOCAL, REGIONAL
AND INTERNATIONAL WEBSITES IN OUR NETWORK
18 and growing
TOTAL NUMBER OF SEGMENTED CONTENT INTEREST
CHANNELS
9,000,000+ (??)
NUMBER OF UNIQUE VISITORS EACH MONTH
15 million+
TOTAL NUMBER OF AD IMPRESSIONS MONTHLY
60. © 2012 Innity Corp. All Rights Reserved.
– from ‘Submit Form’ to ‘Store Locator’ to ‘Share via Social Media’
61. © 2012 Innity Corp. All Rights Reserved.
Programmatic Buying Ecosystem – Real Time Bidding (RTB)
SSP / Exchange
RTB Auction
62. © 2012 Innity Corp. All Rights Reserved.
Bulk Buying Impressions
Targeting large audiences by category
Real Time Bidding
Pay PER impression
Pay for the right audience at the right time
Electronics?Electronics?
Likes reading
Likes gadgets
63. © 2012 Innity Corp. All Rights Reserved.
Programmatic buying / selling of each individual impression, in real time.
User visit site
How much will you pay
for this impression?
For this imp…
I’ll pay CPM @ $1.50
Agency
For this imp…
I’ll pay CPM @ $0.50
Agency
For this imp…
I’ll pay CPM @ $1.00
Agency
Real time
Bidding
featureReal time
Auction
feature
Impression
occurs
Winner
Audience
Information
Trading Desk
64. © 2012 Innity Corp. All Rights Reserved.
U-Predict utilizes complex algorithms built from the understanding of online audience
multivariate attributions to deliver the best performing ads to the audience with the
highest intent within 1/20th of a second.
User visit site
Bid Request
Publisher Domain
Ad Placement
Content Category
Geo Region
Time of Day
Day of Week
Frequency for Sites
Frequency for Creative
Recency for Creative
Device (PC, Smart Phone, Tablet…)
Browser
*Example
Brand Safety + Targeting Strategies
URL checked to ensure Brand Safety
Filter requirement in order to determine target accuracy
Impression Optimization
Bid Optimization
Creative Optimization
u-Predict
0.14% 0.06%
0.31%
0.22%
AD
AD
AD
AD
AD
66. © 2012 Innity Corp. All Rights Reserved.
Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network
RTB
??
??
67. © 2012 Innity Corp. All Rights Reserved.
Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
Premium Sites
Rising Star
Video Network
Road Blocks
Mobile
Lightbox
Enroll Video
Real Time Bidding
68. © 2012 Innity Corp. All Rights Reserved.
For further info or enquires, log on to www.innity.com
or email us at sales@innity.com
To view our creative showcase, log on to
http://network.innity.com/2012/index.html
Hinweis der Redaktion By 2015, 42% of internet traffic from AP
2011, digital ad spend was US$24.8B, By end 2012 it will be US$31.4B(+26.6%)
Every $1 spend on digital, the return is $1.78
80% of Singaporean goes online everyday
Users spend 25 hours average per week
Online advertising could account for 20% of total ad spend in Singapore by the year 2020 Singapore's mobile broadband penetration rate reached 70% in 2011
Nearly three quarters (74%) of Singaporeans have access to the mobile internet on a daily basis.
There are 2.7 million social networkers in Singapore, 94.3% of all online users.
On average, Singaporeans spend 4.4 hours on social networks.
Advertisers are spending more on digital platform
Branding is critical for our marketing plan, not just Direct response
Mobile & Social are so HUGE that we cannot ignore With so many choices, what is your digital marketing strategy? Digital Marketing = Performance
Performance
Performance Digital Marketing = Performance
Performance
Performance Fun with Data & Stats:
Most lipsticks contain fish scales
On average there are 178 sesame seeds on a McDonalds Big Mac bun.
Termites eat wood 2 times as fast when listening to Mick Jagger
33% of women lie about their weight
Each year 13 people die from a vending machine falling on them
Average talker sprays 300 microscopic saliva droplets per minute!
When nobody is looking, 47% of people drink straight from the carton
On average a teenager will text 4,732 times every month
Globally in one day, 2 billion Youtube videos are watched
70 Billion pieces of content shared on facebook every month
Source: Statisticbrain.com
Fun with Data & Stats:
Most lipsticks contain fish scales
On average there are 178 sesame seeds on a McDonalds Big Mac bun.
Termites eat wood 2 times as fast when listening to Mick Jagger
33% of women lie about their weight
Each year 13 people die from a vending machine falling on them
Average talker sprays 300 microscopic saliva droplets per minute!
When nobody is looking, 47% of people drink straight from the carton
On average a teenager will text 4,732 times every month
Globally in one day, 2 billion Youtube videos are watched
70 Billion pieces of content shared on facebook every month
Source: Statisticbrain.com
A lot of data growth to analyse and support business objectives. A lot of data growth to analyse and support business objectives.
What exactly is the data & in what format?
Video
Social
Demographics
Online Behavior
Interests
Personal Information
Fire customers – meaning to direct and to suggest a direction that the client can go in and so form measurements and stats on your strategy
Customers are Savvy
Demanding
Habitual
Exposed to multiple ads daily
Prefer to “have an experience”
No longer wish to be “sold”to
The use of data allows brands to reach the right audience but does it ensure engagement. Native Advertising and Content are two strategies a brand can employ
“native ads are displayed so the ad looks like editorial or entertainment content”
Opportunity to build the brand, and share more information
Tailor creative to the data available, so that the content is interesting to the customer
Ensures editorial integrity and audience experience from media owner perspective
Customers want to have a choice, to opt in on their terms and be entertained
Facebook Population: 9,945,000 (Est) 3,361,000 (Est)
Internet Population: 11,800,000 (Est) 2,346,000 (Est)
% : 84% 69.8%
Fan base Conversions should correlate to the level of internet access and level of social media use
5 Tips on keeping the Fan Page Fresh
Encourage Creativity
Think page managers as copy writers instead of email marketeers
Regular weekly or monthly contest can help the passing time
Have fun with Tech
Apps aren’t essential but would certainly help
Photo sharing can help in viral and Geo location app can map users activities
Keep on Reaching out
Reach beyond core fans to friends of fans
New blood brings new enthusiasms to the page
Aim for seamless social
Juggling content on FB, Twitter & Client’s Site
Integrate and enhance offline content
Brands need to integrate their social activity with other media and promotional activity.
So the brand message can gets amplified and reiterated
Identify social element in an ad to and invite consumers to comment & discuss
Display = Engaging the ad
Video = Time spend on the ad
Social = Engage the ad on Facebook
Mobile = Slide on the mobile ad
MultiChannel Engagement!