web ad of the day--philips. compare by team target vs. walmart hyundai vs. chrysler apple vs. hp ...
TRANSCRIPT
![Page 1: Web Ad of the day--Philips. Compare by Team Target vs. Walmart Hyundai vs. Chrysler Apple vs. HP SU vs. NYU Score each criterion 1-5 (1=low;](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649ee75503460f94bf7ad7/html5/thumbnails/1.jpg)
Web Ad of the day--Philips
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Compare by Team
Target vs. Walmart
Hyundai vs. Chrysler
Apple vs. HP
SU vs. NYU
Score each criterion 1-5 (1=low; 5=High)
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Articles of the day
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Job One—Ford Project
Develop three target segments and design personas
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Two: Site Map for your Microsite
Home Page, then:
3 wide
2 deep
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Site Wireframes
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Site Wireframe
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Site Wireframe
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Three: Layout/Wireframe for Display Ad(s) (Choose your size)
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Advertising on the Web
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Diet Coke and Mentos
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Stats
2011 = 15% of all advertising
2014 = 21%
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Display Ads
Banner ads
Skyscrapers
Rectangles
Buttons
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Integration and Interactivity
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Do display ads work?What does Adam Penenberg think?
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Advertising value vs. click through for 80 biggest campaigns/200 high traffic sites
20% conducted related search queries
30% visited the brand’s website
Spent 50% more time on the site
Spent 10% more money
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BasicsGetting the most from display ads
Design ad for specific sites
Animate your ad
Keep copy brief and provocative
Test multiple design platforms
Use a professional graphics artist
Reduce your file size
Evaluate performance daily
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Behavioral Targeting
Lotame http://www.lotame.com/crowd-control-your-new-data-management-and-monetization-platform/
Privacy issue?
Anonymity vs. safeguards?
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Social ads
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If most people treat email marketing like spam, then why do it?
DM mailing list $761 per thousand. Email $5 per thousand.
Importance of Opt-in/Opt out (permission marketing)
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Beyond DisplayViral marketing: about sharing
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Good viral ads usually…
Short (2 mins or less)
Avoid hard product sell
Elicit strong emotions (e.g., funny, interesting, riveting)
Make you want to share them
Connect the brand in a relevant way
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Quicksilver
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Question?
Would BMW Films be as big a hit today?
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Case Studies
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Tourism Queensland
The Best Job in the World
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Challenge:
Transform the Great Barrier Reef from a day-trip to a holiday destination
Target:
People who slave all year to pay for their vacation
Insight:
Everyone thinks there’s a dream job out there
Idea:
Recruit a caretaker for an island in paradise
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Best Job in the World
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Think connectionsnot demographics
Instead of defining a target market we can isolate a target network of self-selecting,
like-minded, inter-connected people
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Demonstrate purposeas well as performance
Because consumers have higher expectations from their brand
experiences, we can look beyond the category for our insights
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Burger King
Whopper Sacrifice
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Challenge:
Get people to show how much they love the Whopper
Target:
Facebookers
Insight:
Everybody wants to be your online friend
Idea:
Create an app that allows you to delete your virtual friends in return for real whoppers
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Whopper Sacrifice
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Burger King’s Greatest Hits
Subservient Chicken
Whopper Virgins
Whopper Freakout
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Our job is to populate our audiences’ screens
With content that is so compelling they want to participate in it and share it
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Media Planning and the contextual creative brief
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Types of targeting
Behavioral
Geographic
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Offline can be great for online (or not)
Hulu
Mitsubishi
Outpost
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Shelly Palmer
http://www.shellypalmermedia.com/