Moderator: Paul Soon, Managing Director, XM Presenters: Kaylie Smith, Managing Director, APAC, Doubl - PowerPoint PPT Presentation

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Moderator: Paul Soon, Managing Director, XM Presenters: Kaylie Smith, Managing Director, APAC, Doubl

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Title: Moderator: Paul Soon, Managing Director, XM Presenters: Kaylie Smith, Managing Director, APAC, Doubl


1
Moderator Paul Soon, Managing Director,
XMPresentersKaylie Smith, Managing Director,
APAC, DoubleClickChris Schaumann, Global
Advertising Digital Lead, MicrosoftAndreas
Olsson, International Sales Marketing Manager,
Innity
2
Discussion Points
  • Definition of rich media
  • Evolution of rich media
  • How do you measure rich media? Reach and
    frequency doesnt tell you the quality of time
    spent on an ad or a site. Brand exposure
    duration is the new measurement.
  • Rich media and website engagement

3
Chris Schaumann Global Advertising Digital
Lead Microsoft
4
Chriss Slides
5
Exploding Online Users in APAC
Over 1.4 Billion Users Worldwide Over 0.5 Billion
Users in APAC
Source www.internetworldstats.com May 2008
6
Average Time of Media Exposure per Day - Asia
Source Synovate Asia Bus Jun/Jul 2007, 15-64
years
7
2007 Internet Ad Spend
Only 5 average spend on Internet Advertising in
APAC
Source GroupM Forecasts, Dec 2006 KR NZ
Universal McCann Estimates Apr 2008
8
Customer-2-CustomerGeneration C (for Content)
  • Research shows that 65 of all marketing spend in
    2007 had no effect on consumers

70 of all Asian marketers are not tracking the
effectiveness of their spending
Source The Fournaise Marketing Groups 2007
Global Marketing Effectiveness Report
9
Customer-2-CustomerGeneration C (for Content)
  • Research shows that 86 of consumers no longer
    believe what brands say about themselves

Whereas 78 of consumers believe what other
consumers say about brands
Source http//bbdolab.typepad.com/the_lab/2006/10
/generation_c.html
10
The top Brands that will be those whose
Consumers...
...tell the best Stories
11
New Marketing Model
Source Mohan Sawhney, Kellogg School of
Management
12
Engaging Customers
13
Experiential Marketing
14
Rich Digital Experiences
Source AvenueA Razorfish Showreel e.g.
http//www.audi.com/a4globaldrives
15
Engagement Duration
  • Challenge
  • The new Marketing needs to not only to attract,
    but also engage excite
  • Reach Frequency are not catering to measure
    the quality of Engagement Excitement
  • Solution
  • This new metric is coined Brand Exposure
    Duration - BXD
  • BXD is the length of time an individual is
    exposed to a given advertisement
  • BXD Views Percent of Segment Viewed Segment
    Length
  • BXD Video Ad Views x 65 x 30 sec.

16
Placement vs. Audience
Digital Lifestyle
17
Advertising v3.0 Bloghttp//advertising3.spaces.l
ive.com
18
Contact
  • Chris SchaumannGlobal Advertising Digital
    LeadCMG Global Marketing GroupAsia Pacific
    Greater China Region
  • Microsoft Operations Pte Ltd1 Marina Boulevard
    21-00Singapore 018989DID/Fax 65 6888
    8899chris.schaumann_at_microsoft.com
    http//advertising3.spaces.live.com

19
  • Mazda Example
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