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Web Ad of the day--Philips

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.

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Web Ad of the day--Philips

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  1. Web Ad of the day--Philips

  2. Compare by Team • Target vs. Walmart • Hyundai vs. Chrysler • Apple vs. HP • SU vs. NYU • Score each criterion 1-5 (1=low; 5=High)

  3. Articles of the day

  4. Job One—Ford Project • Develop three target segments and design personas

  5. Two: Site Map for your Microsite • Home Page, then: • 3 wide • 2 deep

  6. Site Wireframes

  7. Site Wireframe

  8. Site Wireframe

  9. Three: Layout/Wireframe for Display Ad(s) (Choose your size)

  10. Advertising on the Web

  11. Diet Coke and Mentos

  12. Stats • 2011 = 15% of all advertising • 2014 = 21%

  13. Display Ads • Banner ads • Skyscrapers • Rectangles • Buttons

  14. Integration and Interactivity

  15. Do display ads work? What does Adam Penenberg think?

  16. 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

  17. 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

  18. Behavioral Targeting • Lotame http://www.lotame.com/crowd-control-your-new-data-management-and-monetization-platform/ • Privacy issue? • Anonymity vs. safeguards?

  19. Social ads

  20. 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)

  21. Beyond Display Viral marketing: about sharing

  22. 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

  23. Quicksilver

  24. Question? • Would BMW Films be as big a hit today?

  25. Case Studies

  26. Tourism Queensland The Best Job in the World

  27. 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

  28. Best Job in the World

  29. Think connections not demographics Instead of defining a target market we can isolate a target network of self-selecting, like-minded, inter-connected people

  30. Demonstrate purpose as well as performance Because consumers have higher expectations from their brand experiences, we can look beyond the category for our insights

  31. Burger King Whopper Sacrifice

  32. 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

  33. Whopper Sacrifice

  34. Burger King’s Greatest Hits • Subservient Chicken • Whopper Virgins • Whopper Freakout

  35. Our job is to populate our audiences’ screens With content that is so compelling they want to participate in it and share it

  36. Media Planning and the contextual creative brief

  37. Types of targeting • Behavioral • Geographic

  38. Offline can be great for online (or not) • Hulu • Mitsubishi • Outpost

  39. Shelly Palmer • http://www.shellypalmermedia.com/

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