TARGETED SALES AND MARKETING OPPORTUNITIES FOR DIGITAL MEDIA

Prac&cal  discussion  on  the  media  landscape  and  targeted  opportuni&es……    The  vast  quan,,es  of  informa,on  and  touch-­‐points  in  the  decision-­‐making  process;    The  requirement  for  integra,on,  greater  audience  insight,  and  an  emphasis  on  communica,on  ideas  that  can  live  beyond  single  mediums;    How  a  carefully  planned  and  structured  approach,  with  the  end  goal  in  mind,  reaps  the  best  results.  

THE TATTOO MACHINE….

THE INK….

THE MOMENT OF TRUTH….

THE FACE THAT YOU PULL….

E·TER·NI·TY

əˈtərnədē/  noun  noun:  eternity            infinite  or  unending  ,me.          "their  love  was  sealed  for  eternity"          synonyms:  ever,  all  ,me,  perpetuity          "the  memory  will  remain  for  eternity"                  a  state  to  which  ,me  has  no  applica,on;  ,melessness.  

E·TER·NI·TY SYMBOL

THE FACE THAT I PULLED….

GIB·BER·ISH

ˈjib(ə)riSH/  noun  noun:  gibberish            unintelligible  or  meaningless  speech  or  wri,ng;  nonsense.          "he  talks  gibberish"  

HUMANS ARE NOW THE CURATORS OF THEIR OWN MEDIA EXPERIENCE

SKIP, AVOID, DISABLE, IGNORE, DISMISS, PROGRAM, BUILD

“ALL THAT I HEAR IS WHITE NOISE”

ATTENTION HAS MOVED FROM 12 SECONDS TO 8 SECONDS

(guess which animal has an attention span of 9 seconds….)

BRING THE BRAND STORY TO LIFE

THE MEDIA PARADOX: THERE HAS NEVER BEEN MORE WAYS TO COMMUNICATE IT HAS NEVER BEEN MORE DIFFICULT TO BUILD A CONNECTION

THOUSANDS OF MESSAGES

HUNDREDS OF PIECES OF ADVERTISING

DOZENS OF CHANNELS

I’M A BRAND

GET ME OUTTA HERE!!!

AND GET ME IN HERE

WE DON’T NEED MORE REACH

WE NEED MORE ENGAGEMENT

WHAT LIES BEYOND........ THE AFRICAN LANDSCAPE

AND SO THE JOURNEY BEGINS WITH.... 1,000,010,000 CONSUMERS 355,000,000 MIDDLE CLASS

SPENDING FROM $860 BILLION TO $1.4 TRILLION BY 2020. MIDDLE CLASS GROWTH, FROM $355M TO $ 1.1BILLION BY 2060. 10 FASTEST GROWING ECONOMIES IN THE WORLD (2011-2015).

MEDIA COMMUNICATION

MEDIA CHANNELS

42%  INCREASE  IN  NUMBER  OF  RADIO  STATIONS  FROM  (66%)  TO  (95%).  FRAGMENTED  REACH  FOR  TV  IN  URBAN  AREAS.  PRINT  MAGAZINES  ARE  LIMITED.  NEWSPAPERS  HAVE  GOOD  COVERAGE  IN  URBAN  CENTRES.  OUTDOOR  IS  DISPROPORTIONALLY  STRONG.  DIGITAL  CONVERGENCY  RAPIDLY  EXPANDING  MOBILE  PHONE  USAGE  IS  EXCEPTIONALLY  HIGH.  

26

CONNECTED CONSUMERS

Transaction value of mobile

payments in the UK

£3.3bn Mobile

internet users will

exceed desktop

users globally

85% of new

handsets will be able to access the mobile web

$6.5bn Redemption

value of Mobile

Coupons in US alone

500m to

3.5bn growth in mobile

internet users globally

2010 → 2015

beats

(EVERYONE  HAS  ONE!!)  MUST  HAVE  DEVICE  

(EVERYONE  WANTS  A  COOL  ONE)  SMART  PHONES  

(MAYBE  EVEN  NATIVE  ADS)  BANNERS  AND  DISPLAY  ADVERTISING  

BETTER  THAN  SLICED  BREAD…  PROGRAMATIC  BUYING  (RTB)  

(SO  MUCH  COOLER  THAN  WAP  SITES)  MOBILE  APPS  

(..AND  MAYBE  EVEN  A  WECHAT)  MOBILE  SOCIAL  MEDIA  

(THEY  SAY  IT’S  THE  FUTURE…)  MCOMMERCE  

(SOMETHING  THAT’S,  TOTALLY  MEASURABLE)  MOBILE  SEARCH  

(…AND  WHERE  IT  IS  CONVERGING)  THIS  IS  HOW  WE  SEE  IT  

IN THE PAST CONSUMERS HAD TO VISIT MULTIPLE PLATFORMS AND CONSUME BITS OF INFORMATION. THIS LEAD TO THE

FRAGMENTATION OF COMMUNICATION AND HAMPERED INTEGRATED COMMUNICATION STRATEGIES.

THIS REQUIRES MORE INTEGRATION, GREATER AUDIENCE INSIGHT AND AN EMPHASIS ON COMMUNICATION IDEAS THAT

CAN LIVE BEYOND SINGLE MEDIUMS.

SO LETS START THE CONVERSATION…

THE ECOSYSTEM

THE BRAND ENVIRONMENT IS RAPIDLY EVOLVING

CONSUMER EXPECTATION HAS INCREASED

THERE IS NO LONGER ONE ROUTE TO MARKET

AS DIGITAL HAS CHANGED THIS…

THE CONSUMER IS NOW THE GAME CHANGER

WE NEED TO LINK GREAT CREATIVE WITHIN MEDIA

Buying  

used  to  be  

quite  simple.  

used  to  be  

quite  simple.   Online  Display  

Search  

Mobile  Display  

Buying  

The  digital  landscape  

con,nues  to  

diversify.   Online  Display  

Search  

Mobile  Display  

Mobile  Search  

Blogs  

3rd  Party  Partnerships  

AD  Networks  

SEO  

Digital  Direct  

Affiliate  

Social  Media  

Every  channel  is  a  

part  of  the  

Digital  ecosystem.   Online  Display  

Search  

Mobile  Display  

Mobile  Search  

Blogs  

3rd  Party  Partnerships  

AD  Networks  

SEO  

Digital  Direct  

Affiliate  

Social  Media  

AND ALIGN THE BUYING LANDSCAPE VS CLIENTS BUSINESS GOALS

ACROSS MULTIPLE DEVICES

Publisher Direct Targeted Ad Networks Ad Exchanges DSPs

*Examples Search Runs Throughout USING ALL CHANNELS AVAILABLE

LEVERAGING ALL MEDIA TYPES

WITH THE CONSUMER AT THE CORE

IN A REALTIME WORLD

AS WE ARE RESPONSIBLE TO DELIVER…

19

MEDIA FRAMeWORK

THE WORLD OF MEDIA HAS CHANGED MORE IN THE LAST TEN YEARS THAN IT DID IN THE PREVIOUS FIFTY AND WILL CHANGE

EVEN MORE IN THE NEXT TEN

SO WHAT CAN YOU DO?

DIGITAL MEDIA

Video  teaser  awareness   User-­‐ini&a&on   Custom  takeover  

300x250  teaser  will  house  video  and  play  silently,  as  user  rolls  over  the  video  will  restart  with  sound  and  begin  to  expand.      

The  full  streaming  video  plays,  con,nuing  user  aien,on  in  an  opt-­‐in  environment.    

Ajer  several  seconds  of  video  viewing,  the  unit  deploys  into  a  full-­‐screen  rich  media  

experience  allowing  devoted  users  to  further  explore  the  en,re  brand  offering.  Upon  full  expansion  the  engagement  will  be  counted.    

Ad  Wrap  Pre-­‐roll  

NATIVE CONTENT MARKETING

VIDEO

LIVE STREAMS

ALIGNMENT SPONSORSHIP

EMAIL DIRECT

TECHNOLOGY ALIGNMENT

CUSTOM CONTENT

LONG TERM PARTNERSHIPS

THANK YOU........