Transcript Document

What You Missed at
Other Roundtable
Discussions
Brad Berens
Executive Editor
iMedia Communications
Ah, the after-lunch slot…
Food + Wine =
Ah, the after-lunch slot…
Food + Wine =
Raised
Blood
Sugar!
Ah, the after-lunch slot…
Food + Wine =
Raised
Blood
Sugar!
You're all
starting to
look a little
bit…
But, of course, at
an iMedia event the
mummy would
really…
Why are we doing this?
Today's Categories
The Measurement Mambo
Psycho-Killer Apps (Qu'est-ce que c'est)
Boldly Following the Consumers
Video Ga-Ga
BT or Not BT?
Let's Get Theoretical
The Measurement Mambo
ISSUES:
• Whose numbers?
• Discrepancies between publisher reporting,
site analytics and ad serving numbers
• Why? Different methodologies and data
sources
• What to measure and when to start?
• Undefined goals and success metrics.
The Measurement Mambo
ISSUES:
• Whose numbers?
• Discrepancies between publisher reporting,
site analytics and ad serving numbers
• Why? Different methodologies and data
sources
• What to measure and when to start?
• Undefined goals and success metrics.
Engagement means…
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Interaction
Behavioral + Attitudinal
"Send to a friend" referral business
Click rate + backend metrics (does a user
visit more pages than average?)
• Definition unclear
• Clients aren't asking for engagement factors
Emerging Metrics…
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Behavioral indices
Time spent/interaction with ad units
Rich media analysis
Holistic tracking of creative through to site
behavior (not just data capture or sales)
• VOD measurement
• Viewthrough
• Unique reach
The Measurement Mambo
Big Ideas:
"Quantify the number of :30 spots
people spend on a website, and then
translate that number into GRPs."
"Websites need to take more risks."
Psycho-Killer Apps
Email & Search
Email
Big Challenges:
• Frequency/Relevancy
• Spam, Spam, Spam, Spam, Spam…
• CAN-SPAM compliance (do we really
have to? Yes.)
• Deliverability
Email
Big Question:
Is email responsiveness declining?
Email
Big Question:
Is email responsiveness declining?
Answer:
Not really.
Email
Big Question:
Is email responsiveness declining?
Answer:
Not really.
• Targeted Lists
• Segmentation
• Careful Frequency Monitoring
• Dynamic Content
• Understanding User Behavior
Email
The Future of email involves…
• RSS & Mobile
• Compliance with best practices
• Punishing spammers
• Integration of email with the rest of
marketing, online and off
Search
ISSUES:
• Click Fraud
• No standards among search engines
• Conversion metrics
• The back button
• Cluttered search results
Search
What needs to happen?
• Video search with audiotext overlay
• Better balance of relevance and revenue
• More incorporation of branding
• Industry regulation
• Better ranking methodology
• Intuitive interface vs. user education
Boldly Following the Consumers
• Gaming Measurement
• Mobile Marketing Best Practices
• RSS & Blogs
Gaming Measurement
ISSUES:
• Measurement, when does the ad count?
• Integration of ads within game
• Limited sorts of inventory
• Relevance to brand
• Interminable lead times
• Client pushback
• High cost of entry
Gaming Measurement
THE BIG QUESTION:
What exactly do you mean by "game"?
– Console
– PC
– Mobile
– Casual vs. Hardcore Gamers
– Male vs. Female Behavior
Gaming Measurement
ANOTHER BIG QUESTION:
What exactly do you mean by "ad"?
– In-Game Banner?
– Product Placement
– Branded Puzzle Games
– Sponsored Extra Levels & Mods
– Load Screens
– Something else? (Websites, Xfire…)
Gaming Measurement
Benefits of Advertising within games:
• Engagement poster child
• Participatory medium
• Very long interaction time
• Immense personalization and targeting
potential
Gaming Measurement
"Gaming is an activity, not a medium. It's a
very new landscape, and if we put too
much expectation or specified 'ROI'
metrics onto games, then we might
undermine the potential of games as an
advertising channel."
Mobile Marketing Best Practices
ISSUES:
• Low U.S. Adoption (so far)
• Lack of scale
• Lack of standards
• Measurement and metrics
• Cross-carrier operability
Mobile Marketing Best Practices
ISSUES:
• Low U.S. Adoption (so far)
• Lack of scale
• Lack of standards
• Measurement and metrics
• Cross-carrier operability
But wait…
Mobile Marketing Best Practices
AND MORE ISSUES:
• Services not fast enough
• High cost, no formalized pricing
• Turn around time
• Limited creative options
• Consumer resistance to cost, intrusion
Mobile Marketing Best Practices
So what is mobile good for?
• Branding, acquisition, engagement
• Word of mouth/send to a friend
• News and Local search
• Text & SMS
• Utilities (flight schedules)
• Click to call
• Promotions, entertainment tune-in
Mobile Marketing Best Practices
So what is mobile good for?
• Branding, acquisition, engagement
• Word of mouth/send to a friend
• News and Local search
• Text & SMS
• Utilities (flight schedules)
• Click to call
• Promotions, entertainment tune-in
Watch this
space…
Blogging/RSS Advertising
ISSUES & CHALLENGES:
• Brand degradation by context
• Loss of control
• Credibility of content
• Small display space
• Lack of scalable reach / critical mass
• No real metrics for ROI
• What's the model?
Blogging/RSS Advertising
HOW & WHAT TO MEASURE:
• Engagement (e.g. # of comments)
• Email responses
• Impressions & clicks
• Sell-thru
• Buzz via Technorati, Google, etc.
• Podcast downloads
• Track mention of brand names
Blogging/RSS Advertising
BENEFITS:
• High user engagement
• User comments
• Word of mouth
• "Good for nanotargeting"
Video Ga-Ga
Video Advertising
&
The New IAB Video Standards
Video Advertising
ISSUES:
• Lack of quality inventory
• Limited tracking & metrics
• Lack of standards
• High cost
• Need for custom, web-specific video
• Getting beyond the online :30 spot
• Poor vendor/agency communications
Video Advertising
WHAT'S WORKING?
• Custom creative
• Interactive video
• "Surround sound" ad units
• :5 spots & :23 spots
• Ad/content integration
Video Advertising
"Practical applications jump out and will
naturally become adopted. 'iPod pre-roll
downloadable video' is one of those practical
applications."
IAB Video Standards
"A valid broadband ad impression may only be
counted when an ad counter (logging server)
receives and responds to an HTTP request for a
tracking asset from a client. The count must happen
after the initiation of the stream, post-buffering, as
opposed to the linked broadband content itself.
Specifically, measurement should not occur when the
buffer is initiated, rather measurement should occur
when the ad itself begins to appear on the user's
browser, closest to the opportunity to see."
IAB Video Standards
ISSUES & QUESTIONS:
• Acceptance and compliance
• How do 3rd party ad servers integrate with this
standard?
• Negative impact on inventory
• This measures the ad/media space rather
than the creative or the interaction
• Research/case studies needed
BT or Not BT?
Contextual vs. Behavioral Targeting
&
Next Generation Behavioral Targeting
Contextual vs. Behavioral Targeting
Definitions of Contextual:
• Advertising within a specific content vertical
endemic to your brand/message
• Targeting the page
• Targeting "in the moment"
Contextual vs. Behavioral Targeting
Definitions of Behavioral:
• Messaging to users in non-endemic
environments based on their demonstrated
behaviors
• Targeting the audience
• Targeting "after the moment"
Contextual vs. Behavioral Targeting
Contextual:
Behavioral:
Short consideration
CPG, Movies
Younger Users
Brand Movements
Reaching Enthusiasts
Long consideration
Autos, Travel
Older Users
Brand Awareness
Avoiding Competitive Clutter
Contextual vs. Behavioral Targeting
Contextual:
Behavioral:
Short consideration
CPG, Movies
Younger Users
Brand Movements
Reaching Enthusiasts
Long consideration
Autos, Travel
Older Users
Brand Awareness
Avoiding Competitive Clutter
The two approaches have vastly different metrics
and choosing between them is a false choice.
Next Generation Behavioral Targeting
ISSUES:
• Scale
• Pricing
• Standards and a basic definition
• Consumer privacy concerns (and realities?)
• Excessive targeting
• Publishers needing to catch up
Next Generation Behavioral Targeting
BT SUCCESSES SELLING…
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Autos
Travel
Electronics
High-speed access
Healthcare
Finance
B2B
Entertainment*
Next Generation Behavioral Targeting
THE FUTURE:
• BT mixed with demo targeting
• BT added to geo-targeting (driving customers
to retail locations)
• Increased customization of creative
Next Generation Behavioral Targeting
Take Away:
"Targeting is all about getting specific, so
eventually you run short of targets."
Let's Get Theoretical
Nonlinear Media
Let's Get Theoretical
Nonlinear Media
Let's Get Theoretical
Nonlinear Media
&
Integrated Marketing
Nonlinear Media
WHAT IS IT?
• Anything that requires consumer integration
• Emerging media where you can't follow the
response
• On-demand content consumption
• Media that is not a step-wise experience
• User-generated content
• Choose your own adventure
Nonlinear Media
WHAT IS IT?
• Anything that requires consumer integration
• Emerging media where you can't follow the
response
• On-demand content consumption
• Media that is not a step-wise experience
• User-generated content
• Choose your own adventure
Sound familiar?
Nonlinear Media
SUCCESS STORIES:
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NCAA streaming
Got Milk
Hilton Garden Inn
Napster 2.0
Halo 2
Da Vinci Code
Lost
Honda Element
Subservient Chicken
"Family Guy" profile on MySpace
Nonlinear Media
ISSUES:
• No shared definition, no metrics
• Industry is still too goal-focused
• General aversion to change
• "Innovation comes without benchmarks, and
not everyone is OK with that"
• Need clear objectives & case studies
• Need to educate clients
Nonlinear Media
IN THE FUTURE "NLM" WILL…
• Move from branding to DR
• Be used to cut through clutter
• Have better metrics
• Use more traditional media to drive people to
nonlinear experiences
• Become more linear
Integrated Marketing
ISSUES:
• Needs planning from the beginning
• Difficulties getting everybody in synch
• Budget
• Resolving different metrics
• Client and Publisher participation
• Need for consistent messaging vs. what
works best in each medium
Integrated Marketing
WHAT YOU NEED TO SUCCEED:
• The clear objective and "big idea" come first
• Must be client-driven
• All sides must be in the brief & brainstorm
• Integrated reporting
• Respect for different kinds of expertise
• Create compensation for integration
• Agencies need "Chief Integration Officers"
Conclusion: Global Issues
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Lack of planning and communications
Immense need for standardization
Technology arms race
Scale
Metrics
Basic definitions
Ever-changing consumer behavior
Conclusion: Global Issues
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Lack of planning and communications
Immense need for standardization
Technology arms race
Scale
Metrics
Basic definitions
Ever-changing consumer behavior
Which leads to the question…
If "engagement" is a marathon…
Are we still learning to walk?
And now it's time to…
Engage! (with the audience)