aol confidential - not to be reproduced or distributed without prior written consent of america...
TRANSCRIPT
![Page 1: AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc. Using The Internet to Engage Consumers: Techniques](https://reader030.vdocuments.us/reader030/viewer/2022032805/56649ef25503460f94c04d9b/html5/thumbnails/1.jpg)
AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.
Using The Internet to Engage Consumers: Techniques and Technologies
Harun Asad
May 2006
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Agenda
Why Focus on “Engagement”?
What Is AOL Doing?
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Media Fragmentation
BIGResearch, 2006
Outdoor BillboardPicture Phone
Instant MessengerEmail Ads
Yellow PagesSatellite Radio
Text MessagingMP3 PlayerWeb Radio
Video GamesPDA
Cell PhoneTIVO
26 Different Media
Word of mouthTV Cable
ISP/Search EngineAt Retail
RadioProduct ArticleIn-Store Promo
NewspapersNewspaper Insert
Direct MailTV Broadcast
MagazinesInternet Ads
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ROI Models Are In Flux
Traditional
Reach
Frequency
Awareness
Perception
Intent
New
CTR
Clicks
Downloads
Streams
Email response
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How Do You Capture Attention AND Drive Brand Equity?
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A Framework for Engagement
IAG Research, Making Engagement Work, April 2006
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Engagement Drives Ad Recall
IAG Research, Making Engagement Work, April 2006
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What Is AOL Doing?
Consumer Insights
Programs and Products
Targeting
Measurement
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AOL Consumer Insights
Social Orientation
Me
dia
En
gag
em
en
t
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AOL NewsQuiz
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AOL Community
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AOL/Dove Calming Night
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AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.
AOL Targeting Capabilities
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How Does Targeting Fit With Engagement?
Targeting
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AOL Targeting Capabilities
Audience Affinities
Data Targeting
Behavioral Targeting
Content Affinities
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AOL Measurement Efforts
XMOS Partnership
TW Research Council
More To Come…
Comscore Media Metrix
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AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.
Using The Internet to Engage Consumers: Techniques and Technologies
Harun Asad
AOL Media Networks