BRANDING IN THE NEW MEDIA ENVIRONMENT - PowerPoint PPT Presentation

Loading...

PPT – BRANDING IN THE NEW MEDIA ENVIRONMENT PowerPoint presentation | free to download - id: 2745eb-ZDc1Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

BRANDING IN THE NEW MEDIA ENVIRONMENT

Description:

Gamers are now spending as much time playing as they do on the Internet as a ... one person or company or country is big enough to succeed alone in the new media ... – PowerPoint PPT presentation

Number of Views:29
Avg rating:3.0/5.0
Slides: 56
Provided by: sgu72
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: BRANDING IN THE NEW MEDIA ENVIRONMENT


1
BRANDING IN THE NEW MEDIA ENVIRONMENT
  • Presented by Dr. Larry Chiagouris
  • Associate Professor of Marketing, Pace University
  • And
  • Senior Partner, BrandMarketing Services, Ltd.

2
(No Transcript)
3
(No Transcript)
4
Experience on100 Brands, Including
5
Flow of my remarks
  • The Brand Environment
  • The Media Environment
  • Recommendations to Protect brands and Thrive in
    the Future

6
The Brand Environment
7
Key cultural trends impacting brands
  • Fake reality
  • Fake celebrity
  • Pornography growing
  • Morality movement growing
  • Dissatisfaction
  • Control freaks
  • Quick impressionsfast decisions
  • Everyone expressing an opinion

Multitasking!!!
8
More competition than ever before
9
More government involvement than ever before
10
More new products are being introduced than ever
before
11
There are more consumer segments to sell to than
ever before
12
The consumer has more places to shop than ever
before
13
The consumer is more price resistant than ever
before
14
The consumer has more media choices than ever
before
15
I Control
16
I Control - What Consumers Want
Better Television/Time Management
Source Forrester Research, 2003
17
Consumer Control Landscape
Ad Targeting 108 Million Homes
IPTV 1 Million Homes
DVR 8.0 Million Homes
Interactive/Place Based Out of Home 400M BBs
DVD Player 55 Million Homes
Video On Demand 18 Million Homes
Satellite Radio Internet Radio 6.0 Million
Subscribers / 70 Penetration
Virtual Channels 18 Million Homes
Portable Audio 20 Million Units
Interactive Program Guide 16 Million Homes
65.2 cell phone U.S. penetration
Internet / Broadband 155 Million Users / 57
Million BB Users
Gaming 50 Penetration
Dual Sync 45 Million Homes
18
Navigation
Interactive Program Guides
19
Navigation Overview
  • Screen listings
  • Interactive
  • Future will bring links embedded on screen

20
Interactive Program Guide Usage
TV Guide and Nielsen top line findings on IPG
usage
  • of TV viewers use the IPG on a daily basis 83
  • Avg. unique ads HHs exposed per day/August 5.3
  • Avg. of IPG sessions per day/per HH 8.5
  • Avg. length of IPG session (seconds)
    53.3
  • Total minutes spent using IPG per day 7.6
  • Avg pages per session 1.8 pages

Source Nielsen, TV Guide, March 2004
21
On Demand Video Digital Video Recorder DVR
Consumer Control Video
21
22
DVR Usage
What DVR features do consumers enjoy the most?
The ability to record multiple programs, skip
commercials and pause and rewind live TV, are top
reasons consumers love their DVR
Source Forrester September 2004
23
Commercial killer???
  • Percent of TiVo ads skipped during programming

Category ads skipped during programming
Source TiVo
24
On Demand Video On Demand (VOD)
Consumer Control Video
25
FreeZone Features
RESUME VIEWING SEARCH Health Wellness Automotive
Underground Groove NOKIA Style Fashion Food
Wine by Gallo
View Now NOKIA Style Fashion
Main Menu
Back
Help
26
Consumer Control Video
Broadband
27
Broadband Usage
  • The faster the consumers internet access, the
    more time they spend online, view web pages, and
    access the internet

28
Ad Targeting
29
Targeting Penetration
Landscape Addressable advertising will be
delivered on the HH level, targeting consumers
set top boxes based viewing habits and household
characteristics. Result Creative unit would
run across multiple demographics and markets
speaking to individual customers and consumers on
the household level with a highly targeted and
relevant message
College Campus Consumer
Caucasian Family Customer
Hispanic Family Customer
Single Female- Consumer
African American Family Customer
Teen Girls - Customer
Seniors Consumer
African American Newlyweds Consumer
30
Gamer Digital Landscape
  • Who is the Gamer?
  • Today 150 Million Americans play video games
  • Skews male 60/40
  • Average Game Player Age 29
  • Average Video Computer Game Buyer is 36
  • Plays video games a minimum 5 times per week
  • Time spent playing per sessions, minimum 30
    minutes

Who is the Gamer?
Virtual Channels 5 Million Homes
Internet 82 Million Casual Gamers
On Screen Play Along 500,000 Homes DVD
Penetration 50
Arcade
Two Screen Sync to Broadcast 45 Million Homes
Console Systems HH penetration 50 Males 8-34 75
Source The Entertainment Software Association,
May 2004
Mobile Phone 65 US Penetration
Personal Computer 76 Million Home Computers
Mobile System
31
Gaming The Next Frontier
  • While the dominant demographic for hardcore
    gaming is Males 18-34, the 35 Female segment is
    one of the fastest growing gaming populations
    (primarily online gaming) Virtual online
    tournaments that can attract hundreds of
    thousands of players AND spectators
  • Gamers are now spending as much time playing as
    they do on the Internet as a whole (1 hour per
    day each)
  • Game Advertising is forecasted to surpass the 1B
    mark by 2010 (Yankee Group)

Jupiter Report US Video Games Forecast 2004
Jupiter Report Mobile Gaming Revenues 2003 -
2009 _at_Plan, 2005
32
In-Game Marketing for N-Gage
33
I Connect
Mobile
34
The Opportunity is Large and Growing
  • Mobile messaging is projected to grow from 1
    billion in 05 to 5 billion in 09
  • Largest growth areas are Utilities and Media and
    Gaming
  • Spending on mobile marketing is projected to
    reach up to 253MM in 2005 and could reach 750MM
    in 2009 (growth rates are projected between 22
    and 31.7)

Source Zelos Group, 2004
35
The Three Categories of Mobile Marketing
  • Mobile advertising branding or lead and sales
    generation programs downloads, ringtones,
    wallpapers, sponsored content, custom
    applications, beamed applications, demo/geo
    targeting on PDAs)
  • Increasing Circulation Affinity Marketing via
    Mobile Publishing delivering valuable
    contentbranded content to mobile devices
  • Mobile Customer Relationship Management SMS/MMS
    campaigns

36
Examples of Mobile Marketing Techniques
WAP Ad units with content download integration
(e.g. branded wallpapers)
SMS with 5 digit code (opt-in, confirmation,
etc.)
Sponsored content within downloaded applications
37
Examples of a Mobile Marketing Campaign Current
Clients Dialog Management
  • Reebok Whodunit

Email Clue 1
Text Message Clue 2
38
Podcasting
39
Podcast Advertising
  • No ad model developed for podcasting space so we
    can be as creative as we want
  • Audio ads can be imbedded directly in the
    downloaded data
  • Contact Podcaster
  • Contact terrestrial radio station who is
    podcasting content
  • Develop your own podcast for consumers
  • Not limited to traditional audio commercial
    length
  • Non cluttered advertising environment, your
    message will definitely be heard If you build
    your own Podcast must market. If you build it
    will they come

40
Consumer Podcasts
  • Dailysourcecode.com
  • Ipodder.org
  • Podcastingnews.com
  • Podcast.net
  • Podcastalley.com
  • Podcastbunker.com
  • Downloadradio.org
  • Audio.weblogs.org
  • Allpodcasts.com

41
Branded Entertainment
42
Protecting Brands in an age of media
fragmentation, product proliferation, consumer
segmentation, retail dispersion and increased
competition Recommendations and ideas and a
word of caution
43
Back to the Future with Word of Mouth and Social
Networking?
44
Writing on walls and smoke signals
45
Modern examples
  • Procter Gamble and the Tremor initiative
  • Friendster
  • myspace.com

46
The first words of caution
  • SCALABILITY AND CONTROL!

47
Brand building issues
  • Privacy and government intervention
  • Competition and control among industries

48
Recommendations for Navigation Pages
  • Target brand messages within Music, Sports and
    Technology programming
  • Incorporate long form brand videos that consumers
    can access from their Interactive Program Guide
  • Work with Interactive Program Guide companies to
    customize ad units and executions

49
Recommendations for Gaming
  • Remember that gamers are not all young or male
  • Remember that gamers who are young are now
    developing their brand loyalties
  • Remember the limits to the human eyesight.do not
    put too much on the screen

50
Recommendations for VODs and DVDs/DVRs and
Podcasts
  • Extend media buy to include VOD placement within
    partners channel
  • Sponsor VOD/DVD events
  • Develop custom creative for VOD

51
General Recommendations
  • Pay attention
  • - Educate yourself
  • - Watch and learn
  • Communicate
  • - Talk to peers
  • - Talk to experts

52
General Recommendations
  • Plan with Flexibility
  • - Begin to assess the opportunities
  • - Design change into your plan
  • - Plan based on tasks and not only the year
  • Review and refine frequently
  • Repeat As Needed

53
General Recommendations in terms of intellectual
property
  • Take a lesson from Coke
  • Take a lesson from Microsoft

54
Recommendations
  • Establish Partnerships
  • No one person or company or country is big enough
    to succeed alone in the new media environment!!
  • And there are many willing partners!!

55
  • THANK YOU AND
  • GOOD LUCK
About PowerShow.com