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
Agenda
Why Focus on “Engagement”?
What Is AOL Doing?
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
ROI Models Are In Flux
Traditional
Reach
Frequency
Awareness
Perception
Intent
New
CTR
Clicks
Downloads
Streams
Email response
How Do You Capture Attention AND Drive Brand Equity?
A Framework for Engagement
IAG Research, Making Engagement Work, April 2006
Engagement Drives Ad Recall
IAG Research, Making Engagement Work, April 2006
What Is AOL Doing?
Consumer Insights
Programs and Products
Targeting
Measurement
AOL Consumer Insights
Social Orientation
Me
dia
En
gag
em
en
t
AOL NewsQuiz
AOL Community
AOL/Dove Calming Night
AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc.
AOL Targeting Capabilities
How Does Targeting Fit With Engagement?
Targeting
AOL Targeting Capabilities
Audience Affinities
Data Targeting
Behavioral Targeting
Content Affinities
AOL Measurement Efforts
XMOS Partnership
TW Research Council
More To Come…
Comscore Media Metrix
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