Transcript 523 Class Five

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; 5=High)
Articles of the day
Job One—Ford Project
 Develop three target segments and design personas
Two: Site Map for your Microsite
 Home Page, then:
 3 wide
 2 deep
Site Wireframes
Site Wireframe
Site Wireframe
Three: Layout/Wireframe for Display
Ad(s) (Choose your size)
Advertising on the Web
Diet Coke and Mentos
Stats
 2011 = 15% of all advertising
 2014 = 21%
Display Ads
 Banner ads
 Skyscrapers
 Rectangles
 Buttons
Integration and Interactivity
Do display ads work?
What does Adam Penenberg think?
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
Basics
Getting 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
Behavioral Targeting
 Lotame http://www.lotame.com/crowd-control-yournew-data-management-and-monetization-platform/
 Privacy issue?
 Anonymity vs. safeguards?
Social ads
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)
Beyond Display
Viral marketing: about sharing
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
Quicksilver
Question?
 Would BMW Films be as big a hit today?
Case Studies
Tourism Queensland
The Best Job in the World
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
Best Job in the World
Think connections
not demographics
Instead of defining a target market we can isolate a
target network of self-selecting,
like-minded, inter-connected people
Demonstrate purpose
as well as performance
Because consumers have higher expectations
from their brand experiences, we can look
beyond the category for our insights
Burger King
Whopper Sacrifice
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
Whopper Sacrifice
Burger King’s Greatest Hits
 Subservient Chicken
 Whopper Virgins
 Whopper Freakout
Our job is to populate our
audiences’ screens
With content that is so compelling they want
to participate in it and share it
Media Planning and the contextual
creative brief
Types of targeting
 Behavioral
 Geographic
Offline can be great for online (or
not)
 Hulu
 Mitsubishi
 Outpost
Shelly Palmer
 http://www.shellypalmermedia.com/