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Web Ad of the day--Philips
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Compare by Team Target vs. Walmart Hyundai vs. Chrysler Apple vs. HP SU vs. NYU Score each criterion 1-5 (1=low; 5=High)
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Articles of the day
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Job One—Ford Project Develop three target segments and design personas
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Two: Site Map for your Microsite Home Page, then: 3 wide 2 deep
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Site Wireframes
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Site Wireframe
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Three: Layout/Wireframe for Display Ad(s) (Choose your size)
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Advertising on the Web
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Diet Coke and Mentos
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Stats 2011 = 15% of all advertising 2014 = 21%
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Display Ads Banner ads Skyscrapers Rectangles Buttons
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Integration and Interactivity
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Do display ads work? What does Adam Penenberg think?
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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
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Basics Getting 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
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Behavioral Targeting Lotame http://www.lotame.com/crowd-control-your- new-data-management-and-monetization-platform/http://www.lotame.com/crowd-control-your- new-data-management-and-monetization-platform/ Privacy issue? Anonymity vs. safeguards?
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Social ads
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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)
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Beyond Display Viral marketing: about sharing
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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
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Quicksilver
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Question? Would BMW Films be as big a hit today?
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Case Studies
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Tourism Queensland The Best Job in the World
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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
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Best Job in the World
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Think connections not demographics Instead of defining a target market we can isolate a target network of self-selecting, like-minded, inter-connected people
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Demonstrate purpose as well as performance Because consumers have higher expectations from their brand experiences, we can look beyond the category for our insights
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Burger King Whopper Sacrifice
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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
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Whopper Sacrifice
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Burger King’s Greatest Hits Subservient Chicken Subservient Chicken Whopper Virgins Whopper Virgins Whopper Freakout Whopper Freakout
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Our job is to populate our audiences’ screens With content that is so compelling they want to participate in it and share it
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Media Planning and the contextual creative brief
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Types of targeting Behavioral Geographic
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Offline can be great for online (or not) Hulu Hulu Mitsubishi Mitsubishi Outpost Outpost
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Shelly Palmer http://www.shellypalmermedia.com/ http://www.shellypalmermedia.com/
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