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April 13 th , 2012

April 13 th , 2012. AGENDA. WHO ARE YOU? WHO ARE WE? DIGITAL LANDSCAPE INITIATIVE’S APPROACH CASE STUDIES Q&A. DIGITAL 101 WHO ARE YOU?. WHO ARE YOU?. District #6. DIGITAL 101 WHO ARE WE?. WHO ARE WE?. Dayana Falcon.

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April 13 th , 2012

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  1. April 13th , 2012

  2. AGENDA WHO ARE YOU?WHO ARE WE? DIGITAL LANDSCAPE INITIATIVE’S APPROACH CASE STUDIES Q&A

  3. DIGITAL 101 WHO ARE YOU? WHO ARE YOU?

  4. District #6

  5. DIGITAL 101 WHO ARE WE? WHO ARE WE?

  6. Dayana Falcon • Assistant Digital Media Planner Initiative LA Honda Powersports, Lifelock and Trader Joes Tiffany Bright • Supervisor, Digital Initiative LA • Dr Pepper Snapple Group

  7. #InitiativeLA

  8. INITIATIVE’S DIGITAL TEAM • One of the largest and fastest growing DIGITAL AGENCY IN CALIFORNIA • OVER A 200% INCREASE IN DIGITAL BILLINGS IN THE LAST 3 YEARS YEARS • A TOP 25 U.S. DIGITAL AGENCY • OVER 100 DIGITAL PRACTITIONERS

  9. Our Clients

  10. Unified Strategy Across Digital Channels Display Advertising Online Video Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Media Mobile Gaming Media-Led Creative Content Emerging Media Email Marketing Analytics Research

  11. DIGITAL 101 DIGITAL LANDSCAPE DIGITAL LANDSCAPE

  12. Digital Media Used To Be Simple… Sellers Analytics ADV E R T I S E R S ME D IA V ENDOR S AUD I ENCE Agencies National reps

  13. And now it’s much more complicated Ad Exchanges Ad Networks Media Buying Platforms Sharing Data/ Social Tools Agencies DSPs Yield Optimization Vertical Publisher Tools Targeted Data Exchanges / Aggregators Creative Optimization Data Optimization Performance Ad Servers Ad Servers Verification / Attribution Mobile Analytics Data Suppliers Ad Ops / Infrastructure

  14. DIGITAL 101 DIGITAL LANDSCAPE TRIVIA

  15. In The Beginning Of Digital…. • Netscape became the first commercial Web browser in 1994 • October 1994: The first banner ad runs on HotWired • 1996: Web advertising gets interactive • The IAB’s Ad Sizes Task Force releases the first real ad standards in 2003

  16. Where We Are Today…. Gaming Display Video Ads Mobile Ads Search/Text Ads E-mail Ads

  17. Streamlining Display Advertising - IAB 300x250 “Big Box” 728x90 Leaderboard 300 or 120 x600 Skyscraper

  18. Rich Media Drives User Engagement Branded canvas Inverted Peel Interactive Video Unit

  19. Video – Creating Mass Brand Awareness

  20. Gaming – Winning points in Xbox LIVE

  21. Social – Engaging with our Audience

  22. Mobile – Second Screen Interaction Click Here for Example Click Here For Example

  23. Ever-changing/Evolving Landscape Years it took to reach 50MM users 38 years Radio 13 years TV 4 years Internet 3 years iPhone

  24. PERFORMANCE PATHWAYS HOW IT ALL COMES TOGETHER HOW DOES IT ALL COMES TOGETHER?

  25. The Traditional Purchase Funnel

  26. The New Consumer Pathway

  27. Initiative’s Approach An Integrated Media Planning Approach MARKETING CHALLENGE DETERMINE CAMPAIGN ASSESSMENT PERFORMANCE BRIEF INSIGHTS BUSINESS RESULTS DESIGN DELIVER CONSUMER EXPERIENCE EXPERIENCE FRAMEWORK

  28. DIGITAL 101 CASE STUDIES CASE STUDIES

  29. Dr. Pepper Sun Drop Dance Videos

  30. NBA All Star Weekend KIA Optima Jam

  31. Opportunities • Internship/Entry Level Positions • Please log onto https://jobs-initiative.icims.com/jobs/intro or scan the Join our Team! Barcode above

  32. DIGITAL 101 QUESTIONS AND ANSWERS Q & A?

  33. THANK YOU!!!

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