The document discusses interactive media and its return on investment (ROI). It covers several types of interactive media including banners, podcasting, streaming video, online video, email, and mobile. It recommends focusing on local portals and blogs for local interactive campaigns. Social media is also discussed as an important emerging channel, using the example of a "Dream Wall" for the Muse Pen brand. The document concludes by restating the topic of the ROI of interactive media.

1. The ROI of Interactive Media A Refine+Focus Presentation for the Greater Dayton Advertising Association October 4, 2007

3. Sell Me This Pen

5. Where to start

6. The Big Ideal

7. believes that the world would be a better place if: Women felt better about themselves Dove The Big Ideal Concept: Steve Hayden, Vice Chairman of Ogilvy Mather Worldwide

8. Branded Utility

9. Branded Utility “ Starbucks provides a place for me to get online and hear new music, Yahoo gives me answers.” Brands being built on their usefulness to the consumer Johnny Vulkan, Anomaly

10. Websites

11. Websites Usability

12. Websites Usability

13. Transactional vs. Relational Websites

14. Web page vs. Landing page Websites

15. Websites Example landing page for Muse Pens FREE Gift with Purchase Beautiful leather-bound journal! Corporate chrome ball point $20 Ultimate Pen Offer “ The best business pen” I want it!

16. Search

17. Search How does it work? It’s about sales, not clicks

20. Interactive Media Mix (1) Banners (2) Podcasting (3) Streaming (4) Online Video (5) Email (6) Mobile

21. Interactive Media Mix (1) Banners Internet display advertising grew almost 18 percent to $5.5 billion between April 1st and June 30th of 2007. TNS Media Intelligence (via Marketing Trends)

22. Interactive Media Mix (2) Podcasting 25 million users* in 2008 *Individuals who have ever downloaded a podcast in the U.S. eMarketer, Feb. 2006

23. Interactive Media Mix (3) Streaming Online radio has a weekly audience of 29 million nationwide. Arbitron and Edison Media Research: The Infinite Dial 2007: Radio’s Digital Platform

24. Interactive Media Mix (4) Online Video 24 % of consumers actually made a purchase after watching an online video ad iMedia Connection

25. Interactive Media Mix (5) Email 83.2% of marketers listed email as their most important advertising tactic for 2007 Via EmailLabs

26. Interactive Media Mix (6) Mobile More than one in three mobile phone owners use text message regularly. Jacobs Media We recommend

27. II. Local Portals Local is now the fastest growing segment in the online advertising world. eMarketer, via iMedia Connection

28. III. Local Blogs Technorati tracks over 107.6 million blogs

29. Social Media Image credit: www.theelusivefish.com

30. Social Media It starts with a Big Idea: Muse Pens Dream Wall

31. Social Media Social Media Channels comScore One in six people across the globe

32. Interactive Media Mix Revisited

33. The ROI of Interactive Media

35. Email: [email_address] Web: www.refineandfocus.com Blog: www.quiverandquill.com For help with interactive media or to buy a pen…