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Using The Internet to Engage Consumers: Techniques and Technologies

Using The Internet to Engage Consumers: Techniques and Technologies. Harun Asad May 2006. Agenda. Why Focus on “Engagement”? What Is AOL Doing?. Media Fragmentation. 26 Different Media. Word of mouth TV Cable ISP/Search Engine At Retail Radio Product Article In-Store Promo

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Using The Internet to Engage Consumers: Techniques and Technologies

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  1. Using The Internet to Engage Consumers: Techniques and Technologies Harun Asad May 2006

  2. Agenda • Why Focus on “Engagement”? • What Is AOL Doing?

  3. Media Fragmentation 26 Different Media Word of mouth TV Cable ISP/Search Engine At Retail Radio Product Article In-Store Promo Newspapers Newspaper Insert Direct Mail TV Broadcast Magazines Internet Ads Outdoor Billboard Picture Phone Instant Messenger Email Ads Yellow Pages Satellite Radio Text Messaging MP3 Player Web Radio Video Games PDACell Phone TIVO BIGResearch, 2006

  4. Traditional Reach Frequency Awareness Perception Intent New CTR Clicks Downloads Streams Email response ROI Models Are In Flux

  5. How Do You Capture Attention AND Drive Brand Equity?

  6. A Framework for Engagement IAG Research, Making Engagement Work, April 2006

  7. Engagement Drives Ad Recall IAG Research, Making Engagement Work, April 2006

  8. What Is AOL Doing? • Consumer Insights • Programs and Products • Targeting • Measurement

  9. AOL Consumer Insights Social Orientation Media Engagement

  10. AOL NewsQuiz

  11. AOL Community

  12. AOL/Dove Calming Night

  13. AOL Targeting Capabilities

  14. How Does Targeting Fit With Engagement? Targeting

  15. Data Targeting Behavioral Targeting Content Affinities Audience Affinities AOL Targeting Capabilities

  16. AOL Measurement Efforts Comscore Media Metrix XMOS Partnership TW Research Council More To Come…

  17. Using The Internet to Engage Consumers: Techniques and Technologies Harun Asad AOL Media Networks

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