18092013 digital travel marketing mag

Передовой опыт и возможности Media Arts

Описание продукта «Маркетинг территории»

Основные элементы интегрированной программы Media Arts «Маркетинг

территории»:

• Разработка инструментов продвижения региона (подготовка рекламно-информационного контента, профессиональных имиджевых видеоматериалов, презентационных материалов для первых лиц региона)

• Проведение масштабных медиа кампаний (ТВ, интернет), реализация PR кампании в России и за рубежом.

• Событийный и спортивный маркетинг (организация и продвижение деловых, спортивных и культурных событий национального и международного масштаба; международные Road Show).

2

Рис. Основные составляющие имиджа

территории по которым

выстраиваются коммуникации

Цифровых экосистем маркетингу

INDEPENDENTSITES

PARTNER SITESSOCIALMEDIA

CHANNELMARKETING

Loyalty Programs

AIRLINES

OTA

Comparisonsite ads/ &

sponsorship

Review siteads &

sponsorship

SEO

SEM

Display

MobileSEM Mobile

Display

YouTubeSponsorship

FacebookDisplay

BrandedRetailer

Sites

BrandedCarrierSites

ReviewSites

Countrydotcoms

GlobalDotcom

B2BSites Email

Marketing

MobileSite

MobileSites

GlobalSNS

CountrySNS

Facebook YouTubeTwitterFacebook YouTubeTwitter

Audience SpecificAudience Specific

PAID MEDIA

OWNED AND EARNED MEDIA

MobileSEO

TOURISTDESTINATION

Лучшие тенденции для цифровых туризма

4

# 1 Интернет, Интернет, Интернет Интернет- в виде информации и бронирования среда будет играть более важную роль, чем предыдущие годы

# 2 Мобильный услуги - В течение многих лет мы говорили о тенденции к Location Based Services и 2013 года этот ударит мобильного поиска - консьерж блоги, SMS маркетинг, что в вашем районе

№ 3 Крест контент-платформа- Как аппаратных становится меньше, программное обеспечение должно стать кросс-платформенной совместимы - сфотографировать, загрузить на Flickr с предварительным набором геотаргетинг

# 4 Социальное программное обеспечение- Больше людей будет начать вести свой блог, видео, вики во время отпуска говорить о своем опыте

# 5 Социальный маркетинг-Люди будут принимать решения на основе информации социальные сети - получить ваш голос там. Люди более склонны забронировать путевку, если они могут прочитать отзывы других путешественников

# 6 Карт - Открытая карта улиц собирается изменить способ карт продаются туристам. некоторые бизнес-модели будет устаревшим и нужно изменить

# 7 Эффективность маркетинга- Компаниям понадобятся для оценки всех маркетинговых мероприятий с точки зрения рентабельности, SEO и SEM являются лишь верхушкой айсберга - нужно сделать больше, чем просто

Нестан

дар

тная р

екл

ама

Пр

ямая

ре

клам

а

Задачи vs Инструменты коммуникации

5

Построение знания,Ответ на текущий спрос

Баннерная реклама Специальные проекты

Сообщества в социальных сетях

Вовлечение

Контекстная реклама

Прямая реклама в Интернете

6

Баннерная реклама

Контекстная реклама

на тематических сайтах

на почтовых порталах

Обычно посвящены одной или нескольким узким темам и позволяют произвести размещение в соответствии с интересами целевой аудитории (естественный таргетинг)

Крупные Интернет-сайты, включающие в себя несколько сервисов и аккумулирующие максимум аудитории Интернета

Текстовое сообщение

Медийно-контекстный баннер (МКБ)

используют принцип соответствия содержания рекламного материала (текстового сообщения/сообщения на баннере) запросам пользователя в поисковых системах

Нестандартная реклама в Интернете

7

Объединении людей со схожими интересами в Интернет-сообщества позволяют охватить максимум аудитории с регулируемыми социо-демографическими характеристиками

Способствуют построению эффективной коммуникации между брендом и лояльной аудиторией тематического ресурса

Сообщества в социальных сетях

Специальные проекты

Интернет- основной канал коммуникации

8

Интернет- оптимальный канал коммуникации

Источник: TNS Web Index, Iternetworldstats.com 9

995 млн.

пользователей

Интернета290 млн.

целевой аудитории

Интернет- единственный канал, позволяющий точно выделитьцелевую аудиторию из общего объема пользователей

Интернет- оптимальный канал коммуникации c молодой аудиторией

TNS Web Index УИ, ФОМ, февраль 2013, Россия 0+, Monthly Reach, млн.чел., 12+ лет 10

Рунет- молодежи!

Максимально точное планирование на ЦА с использованием возможных технологий

11

Технологии

12

• Таргетинг — это механизм, позволяющий выделить из всей имеющейся аудитории только ту часть, которая удовлетворяет заданным критериям (ЦА), и показать рекламу именно ей

• Ретаргетинг - это технология фокусировки рекламы на пользователей, совершивших определённые действия в Интернете. Например, посетивших выбранные сайты или сделавших необходимые определенные запросы в популярных поисковых системах

Таргетинг по полу и возрасту

13

Фильтр

Парни и девушки

15-17 лет/ Мужчины и

женщины 35-55 лет

В международной кампании приоритет на продвижение через сайты ТОП-5 в мире для прозрачности данных и возможности иметь

контроль над кампанией

14

ТОП-20 сайтов Рунета

TNS Web Index март 2013, Россия 0+, Average Daily Reach, млн.чел., % от населения, 12-64 лет 15

ТОП-5:

1.

2.

3.

4.

5.

ТОП-20 сайтов в мире

Internetworldstats, февраль 2013 16

163

169

170.9

171.7

175.8

184

189.8

207

218.4

229.9

254.1

268.7

271.7

284.1

389.5

469.6

469.9

721.9

782.8

836.7

Amazon.com

Sina.com.cn

WordPress.com

Apple.com

Sohu.com

Bing.com

Twitter.com

Taobao.com

Ask.com

Blogger.com

MSN.com

Baidu

Microsoft.com

QQ.com

Live.com

Wikipedia.org

Yahoo.com

YouTube.com

Google.com

Facebook.com

ТОП-5:

1.

2.

3.

4.

5.

Социальные сети в России и мире

Источник: comScore, 201317

Социальные сети- одни из самых посещаемых сайтов в мире и в России- являются оптимальной платформой для коммуникации

Целевая аудитория в России

Источник: TNS M-Index, Web Index Russia, 2013

18

Потенциальные родители абитуриентов- 35-50 лет, доход

средний, выше среднего пользуются интернетом

Потенциальные абитуриенты 15-17 лет, доход средний, выше среднего пользуются

интернетом

76,5 млн.


Интернета

Целевая аудитория в СНГ

Источник: Всего пользователей Интернета, Iternetworldstats.com/Asia, сентябрь, 2013Данные о размере целевых групп- экспертная оценка Агентства

19





47,8 млн.


Интернета

Целевая аудитория в Азии

Источник: Всего пользователей Интернета, Iternetworldstats.com/Asia, сентябрь, 2013Данные о размере целевых групп- экспертная оценка Агентства

20





839,8млн.


Интернета

Целевая аудитория в Африке

Источник: Всего пользователей Интернета, Iternetworldstats.com/Africa, сентябрь, 2013Данные о размере целевых групп- экспертная оценка Агентства

21





30,2 млн.


Интернета

CASE 1 – Tatarstan Promotion - Conceptual

22

Sample Big Idea for Tourism!

23

A Look Across the LandscapeUser Growth, Advertising and

Internet User Behaviour

“Where are you going t(w)o?”Journey to Discover Tatarstan

Photo from

Raise AWARENESS

Where we want to go with you ….

Foster INSPIRATION

Drive RESPONSE

Passport Control

Visit Tatarstan – Where West Meets the East

Tatarstan on the World Map

Engage with related audiences about Tatarstan

Scaling to your Discovery of Tatarstan

Campaign Phasing

Campaign Phasing

2011 Teaser

+ Awareness

2012Awareness + Discovery

+ UserEngagement

2013Discovery+ Engagement

2014

Engagement+Additional Ideas

+ Evolvement

<Current Month/Year>

The Big IdeaCreating a content hub, with innovation

ideas, activation, user engagement and

contextual information enabling internet users to know and

Discover Tatarstan

Y! Done it | Content co-creation

and now for Tatarstan...

Welcome to Tatarstan!


Elements• Introduction to Tatarstan• City of Kazan- Jewel of the East• Places of interest• People , Art and Culture• Business & News• Sporting events• Interactive Map and Weather• Photo Gallery – Flickr Integration• Video Gallery• Social Media Linking• Dynamic, Time Based, Evolving Content Management


Dynamic Content Integration

Creating a robust and evolving

content strategy to engage users

timed to match media objectives

& happenings in Tatarstan

Other User Engagement Ideas• Create memories that last a lifetime with • Build your own trip to Tatarstan• Sample the tastes of Tatarstan• Understand the history of Tatarstan• Discover the secrets of Tatarstan• Bloggers experiences• Tatarstan and You – Articulate by Articles

and ever evolving ideas….the buck never stops…


The Road to Tatarstan begins here!


Time Based Content Strategy• Dynamic Media Box – Top, Latest Stories, Seasonal Highlights• Sporting Events >> Focus on Sports• Business Events >> Financial and Business News• Food >> Food Festival• Pilgrimage Time >> Religion• Holidays >> Destination

You >> Tartasan << You


• The hottest travel

destination in Russia

• Tatarstan the new

jewel in the East??

Essentials for discovering new travel destinations

Content Integration… Engage, Inform & Create Communities

Media Strategy

Awareness & High Impact

Media Drivers

1/27/2015

Relevant Audience – High ImpactThe Yahoo! Travel Homepage Takeover, a 7 day exclusive takeover of the front page of Travel.

A great opportunity for brands to connect with a broad relevant audience.

Format:• LREC (300 x 250)• NT1 (970 x 60)• Gutter (127px)• LOGO

Yahoo! Travel Homepage

27/01/2015 40

Media Strategy

Contextual Media

Drivers

This sponsorship provides your brand with exclusive ownership of a destination. You can select an entire country vertical or an individual city. The sponsorship covers all areas of the specific city, including the Overview, Hotels, Things to Do, Restaurants and Map sub-sections, providing the advertiser with complete ‘ownership’ of the city.

The destinations guides are a comprehensive resource that combine wide-ranging travel guides and community feedback.

• Formats:• LREC (300 x 250)• NT1 (970 x 60)• Gutter (127px)

Travel Guide Sponsorship

27/01/2015 42

Collectively, the Yahoo! Travel Featured Articles attract more Yahoo! Users than any other section. These fact-based quirky pieces put another spin on published Travel content and users will have the new feature of rating the articles and share them socially.

Certain articles will, from time to time be promoted from the Yahoo! Front Page** and the Yahoo! Travel homepage.

Formats:

• MPU (300x250)

• NT1 (970x60)

• GUTTER (127px)

43

Yahoo! Travel Featured Articles

Целевое исследование – Туризм в Австралии

44

Интеграция контента

• Сервису "Туризм в Австралии" нужно

распространять материалы экспертов и

обзоры этих материалов

Решение Yahoo!

• Подразделение Yahoo! AU создало

микросайт в категории "путешествия" для

продвижения мультимедийного контента

туристического комитета, а также для

привлечения посетителей на страницы

обзора путешествий

(продолжение)

http://au.totaltravel.yahoo.com/

Media Strategy

Audience Targeting

1. Reach most relevant users at the

right time

2. Target audience by stage in the

purchase cycle

3. Improve performance

4. Generate new revenue & drive

sales

Behavioural TargetingTargeting your ads to users whose recent behaviours online indicate that Tatarstan is

relevant to them. Simple.

IAB Internet Ad Revenue Report; PricewaterhouseCoopers LLP

Why use Behavioural Targeting?User DNA emerges from registration data plus

behaviour on Yahoo!: ClicksViews

with Recency and Intensity factors modelled by buying period

Search Terms Used

Search Results Clicked

Display Advertising

Content Consumed

Awareness. Inspiration

Reach. Inspire. Drive for Response. We can ‘cookie’ users

who viewed a Tatarstan

ad on Yahoo!

We can re-target these users with

follow-up campaigns and content

push by Tatarstan

Response.

Convert inspiration

Target those who’ve demonstrated definite interest

Track users who’ve

visited the Tatarstan

Microsite

Serve messages that appreciate a

prospect’s interaction with

Tatarstan micro site and its

specific offerings.

Response.

Yahoo! Direct Response RetargetingCreative Retargeting

Yahoo! pixels can be placed in any creative's, no matter where they’re running.- a

Facebook fan page, Trip Advisor page, or any travel specific inventory you’re

booking. When we next see a user on the Yahoo! Network who’s ‘fired’ this tag via

exposure to these ads, we can serve follow-up message that seeks to drive

conversion – offer-led, booking urgency, etc.

Search Retargeting

Yahoo! can retarget, with display advertising, those users who’ve searched for

keywords in an ANTO campaign. Yahoo! can implement search retargeting without

input from ANTO and have its display messages in front of actively interested

searches within 48 hours. Simple. Timely. Effective.

Email Retargeting

Yahoo! can place a pixel in the html code of emails sent by the ANTO or its partners.

We can then retarget those who’ve opened the email and increase message

frequency or compliment the email activity with relevant offers.

CASE 2 – Visit Britain – Actual

50

Sample Big Idea for Tourism!

51

Yahoo! & Visit Britain 2011

Global Positioning

Global Positioning

27 January, 201554

THE PREMIER DIGITAL MEDIA COMPANY

• 700 million users a month!

• 50% of the internet population

• 10% of the worlds population

• #1 when it comes to content

Global Positioning | #1 when it comes to content

27 January, 201555

#1omg!36m UUs

#1Sport97.5m UUs

#1News256m UUs

#1Finance

70m UUs

#1Autos

21m UUs

Global Positioning | The first destination for content

27 January, 201556

• 155 million clicks in 9 days• $7.9 million raised for the red cross• Yahoo! stayed up whilst others failed

• 400 million page views on the big day• 30 million UU’s in just one day• 27 million video streams in 24 hours

• The world saw it first on Flickr!• 40,000 requests a second• 66% of searches - 13-17 y/o’s

Osama Bin Laden Royal Wedding Japanese Tsunami

1/27/2015 58

Scale | 700 million users a monthYahoo! MarketComScore Region

USA 177

Canada 15.2

NorthAm 192M

LatAm 86M

Argentina 10.0

Brazil 31.4

Chile 4.3

Colombia 8.1

Mexico 16.0

Venezuela 2.3

Peru 2.9

Expansion Market

Netherlands 3.4

Spain 12.5

Switzerland 2.0

UK 24.6

Europe 139M

Austria 1.6

Finland 0.8

France 20.0

Germany 19.7

Ireland 1.6

Italy 15.3

Belgium 2.0 Poland 2.5

Romania 4.5

Ukraine NR

Portugal 1.5

Sweden 1.6

Norway 1.0Denmark 1.0 Turkey 4.6

Russia 3.2Greece 1.8

MENA 67M

Nigeria NR

South Africa 2.5

Maktoob 37.8

APAC 230M

Australia 8.1

Hong Kong 4.3

India 36.6

Japan 65.7

Indonesia 9.0

Malaysia 8.2

New Zealand 2.4

Singapore 2.4

Taiwan 13.7

Philippines 5.0

South Korea 13.8

Vietnam 11.3

Thailand 0.3

China 34.9

56%*

69%

54%

Source: Digits, comScore (age 15+) – Sept 2011

NR = No record available

*EU 5 markets

71%69%

In Visit Britain's key target markets Yahoo! attracts 412.9

million users every month

The Ideas

Summary | A year of great on Yahoo!

27 January, 201560

• Throughout 2012 Yahoo! will use a variety of touch points to help Visit Britain build an on going conversation with users in their target markets and with over 412 million of them the opportunity is huge!

• Yahoo! will create a bespoke environment anchored within Yahoo! Travel solely for Visit Britain. The integration will live and breathe throughout 2012 and provide users with a plethora of inspirational content from trusted local sources spanning across a variety of categories i.e. Shopping, Heritage, Sport, Music etc... Content will also be featured throughout related Yahoo! categories and linked together via the header.

• Yahoo! Pen Pal: Interesting articles from real and experienced people - positioned almost as a friend.

• Trusted Road Trip: Locally relevant personalities travelling Great Britain based on users suggestions.

• Flickr Competition: Users greatest photo’s of Great Britain

• Yahoo! Answers: Local personalities, Visit Britain representatives, local experts and users will be able to answer and ask users questions.

• Livestand: A digital magazine bringing you all the above content.

Editorial | Your local Yahoo! pen pal

27 January, 201561* Currently looking into the availability of the Y!CN platform in each market.

• Yahoo! will source a variety of locally, experienced journalists to write a series of compelling articles throughout the year, aimed at raising awareness, educating and inspiring users.

• The articles will be carefully positioned in a friendly and unassuming tone that appeals to each local market, whilst at the same time providing users with an inspirational insight into a plethora of subjects from a trusted source.

• This should feel as though your friend is writing the content.

• Article Examples:• How to find a bargain in London• Like your whiskey? Guide to the best distilleries in Scotland

• Each article will have links to related information i.e. other articles, Flickr images, questions on Yahoo! Answers, Visit Britain website, Book Now etc...

• Articles can either be written in English and translated or be written by local reporters via the Yahoo! contributor network*

https://contributor.yahoo.com/account.html

Editorial | Trusted road trip

27 January, 201562

• Yahoo! along with Visit Britain will recruit recognisable personalities that resonate well with each local markets audience.

• Each local personality will then conduct a road trip of Great Britain based on a recommendations from...

• Users on Yahoo! Answers i.e. Have afternoon tea at 10 Downing Street

• Visit Britain

• The trusted journalist / pen pals

• Their own personal knowledge of Great Britain

• It’s recommended that in order to keep costs down that the content be written as an on going blog supported by high quality photography to help bring the trip to life.

• An interactive map will allow users to see where they have been, read articles they have written, view photos of the area (geo location) and get links to VB.

Video| Who Knew - Things you didn't know about GB

27 January, 201563

• Who Knew is one of the most successful Original Video programmes in the US with 5.2 million viewers every month.

• Who Knew is an informative, fun and lively entertainment program that provides users with an insightful and fact full take on a variety of subject matters. View examples here

• Yahoo! will produce a monthly video episode focussing on timely events taking place across Great Britain during 2012 i.e. Did you know facts about Festivals in GB etc...

• The US and Canada already have this show housed within Yahoo! News, so episodes will be created and featured each month. Other local markets will have their own version created and localised accordingly.

• Who Knew will be promoted from within the main Visit Britain environment in Travel as well as the header for relevant content in each vertical.

http://whoknew.news.yahoo.com/who-knew/highway-signs-27308456.html

• This new innovative tool allows the opportunity for an in-built webplayer to be integrated onto any Yahoo! vertical or partner site.

• Visit Britain would be able to leverage it’s own video content as well as any produced during the campaign i.e. Who Knew or the road trip, to help further extend the campaign and raise awareness for Great Britain.

• Please see live example here.

64

Video | Extend your coverage via Play the Web

http://movies.yahoo.com/blogs/the-projector/u-k-audiences-really-really-love-inbetweeners-movie-220059886.html

Competition | Flickr pics of Great Britain

27 January, 201565

• Yahoo! have a lot of experience when it comes to creating engaging photo competitions across multiple markets.

• By working closely with the Flickr team, Yahoo! will both help raise awareness of the already established Visit Britain Flickr Group by engaging with high profile Flickr users and encouraging them to join in but we will also aim to unearth some of the best photos of Great Britain taken by our users.

• Entrants will be encouraged to enter their photos based on pre-designated categories i.e. Sport, Music, Heritage, Cities etc...

• Weekly prizes will be awarded by showcasing the winners work on the highly traffic Yahoo! Login page (see next slide)... A gallery could be created and exhibited offline as well after the campaign in each major city.

Competition | User generated photography

27 January, 201566

• Having encouraged users to upload their best photo’s of Great Britain, Yahoo! will then choose a weekly winner and showcase their work on one of the most creative advertising canvas in the digital world - The Yahoo! Login Screen.

• 52 weeks, 52 global logins, showing off the best user photos uploaded onto Flickr of Great Britain.

• Flickr users crave notoriety for their work, especially amongst their peers, so what better way to reward them for showcasing their work every single week.

• Links to social networks, Visit Britain’s website, the Flickr group/competition and the aligned content on Yahoo! will also be integrated.

• This idea will help raise awareness, build an open form of communication and provide Visit Britain with a media first.

Y! Answers | Got a question about Great Britain?

27 January, 201567

• Yahoo! Answers is a place where 134 million people ask and answer questions on a variety of topics each and every month in Visit Britain’s target markets.

• Users are already asking questions about Great Britain (see US here) so it makes sense to make use of this and where possible to help answer them.

• There are three ways in which we intend on using Yahoo! Answers...

• Sponsorship: Visit Britain can sponsor the United Kingdom category within Travel and help answer users questions as a trusted knowledge partner.

• Local Personalities: We will encourage users to suggest places they want to see and the local personality will then plan some of these into their road trip.

• API: The Answer API will pull in the questions from the UK category of Answers into related VB content articles.

http://answers.yahoo.com/dir/index;_ylt=As1gNYG5zSOJsXeWRqk74Aw5Dn1G;_ylv=3?sid=396545537&link=open

Mobile | A great digital magazine - Livestand

27 January, 201568

• Yahoo! have recently announced the launch of Livestand, a living magazine app (built in HTML5) where the news and stories tailored to users needs and wants come to life with visually stunning photos and videos. Check it out…

• Yahoo! will work closely with Mediacom and Visit Britain to produce a compelling and inspirational magazine for everything British.

• The magazine will utilize the content already produced on Yahoo! in a highly useable, sharable and consumable way. It will also provide Visit Britain with an highly innovative medium to further extend their awareness.

• * Country roll out across Europe is being worked on at the moment but UK and FR are already confirmed and the US and Canada are live already.

http://www.livestand.com/

Yahoo! Presentation, Confidential

• Yahoo! Mobile has a number of ad opportunities enabling Visit Britain to reach a vast and ever-increasing mobile audience.

• With high-impact and innovative solutions now a reality, the Yahoo! Mobile homepage is an excellent platform to reach a mass audience and extend Visit Britain's messaging.

• As per the example shown, Visit Britain would be able to utilise high-impact expandable banners which can house a number of videos, providing the user with the opportunity to select which video they would like to watch.

• Other possible solutions include:

• Custom Solutions

• Click-to-map ads

• Social engagement ads

Mobile | Yahoo! Mobile

1/27/201569

1. User taps the ad to expand 2. User clicks for video

3. Video plays full screen on phones video player

Traffic Drivers | Earned + Bought Media

27 January, 201570

• Travel: Anchored in the Travel header.

• Yahoo! Frontpage: The Today Module on Yahoo! Generates 1 billion clicks a month worldwide. We will work closely with the local editors to ensure they promote the Visit Britain content from this module on a regular basis.

• Cross Category: With so many leading category verticals it makes sense for us to capitalise on this and cross promote the content where possible - from a bespoke universal header.

• We intend on doing this by creating content that sits across multiple verticals i.e. The best high street shops in the UK in Lifestyle, How to secure Wimbledon tickets in Sports etc... We will then link them together via the header tabs so you can access everything Great from one destination. Each vertical will also then be able to link to the relevant stories from their own respective homepage.

• SEO• DR• SEM• Social

Targeting

27 January, 201571

Yahoo!’s targeting and retargeting capabilities lead the industry and we are able therefore to create a plan that not only finds your target audience on our network but also gets them interacting with the overall campaign, before, during and even after its finished.

Whether you’re looking to retarget users that have visited the VB site before, searched for VB, or even simply seen or interacted with a VB ad/content, we are able to ensure we get the right message to them in order to continue that conversation i.e. Read more, book a trip etc...

• Makes Your Friends the Social Editors of Yahoo!

• Yahoo! Is the largest publisher of content to Facebook by 250% and to enhance this statistic Yahoo! have recently announced a new way to discover and connect with the world’s most popular Internet content on both Yahoo! and Facebook.

• Beginning with Yahoo! News in the U.S, Yahoo! is putting people’s friends front and center to usher in an innovative new way of connecting around content socially.

• Through Yahoo!’s seamless integration with Facebook, the bespoke content brought to you by Visit Britain, will be made simple to share and let users guide their friends on which Visit Britain content to read.

72More info in Notes

Social | Yahoo! Connects with Facebook

Appendix - Content Verticals

Yahoo! Travel attracts over 24 million users each and every month (18.2 million in Visit Britain’s target markets) making it one of the largest travel website online today.

US: 11.7 million unique usersEurope: 2.4 million unique users

• 10 million more unique users than Travelocity

• Over 3x the audience of AOL Travel

• YoY audience growth of 23%

• Audience split of 51% Male / 49% Female

Scale | Yahoo! Travel - 24 million users

1/27/201574Yahoo! Presentation, ConfidentialSource: Comscore Media Matrix – October 2011

Yahoo! Presentation, Confidential

Yahoo! Answers attracts over 256 million users (134.3 million in Visit Britain’s key markets) each and every month making it the number 1 Q&A site in the world.

• Over 120 million more unique users than BaiduAnswers

• Over 3x the size of eHow

• Over 1.3 billion answers recorded since the launch of Yahoo! Answers.

• 24.6 million users every day

• Audience year on year increase of 21%

• Yahoo! Answers is available in 11 languages across 23 countries worldwide.

Source: Comscore Media Matrix – October 2011

Scale | Yahoo! Answers – 256 million users

75

Yahoo! Lifestyle & Shine focuses on providing women with quality and engaging content ranging from Health to Parenting and attracts 60 million users worldwide combined.

Europe: 9.1 million unique usersLATAM: 1.2 million unique usersUS: 29.9 million unique users

• Y! Lifestyle has 2.5x more unique users than MSN Women Central and Y! Shine has 15 million UU’s more than MSN Lifestyle

• 136% YoY increase in unique users on Yahoo! Lifestyle

• Female audience (Lifestyle: 52%, Shine: 57%)

• Audience predominantly aged 35-44

Scale| Yahoo! Lifestyle & Shine – 60 million users

27 January, 201576Source: Comscore October 2011

1/27/2015 77

Scale | Yahoo! Flickr - 76 million usersFlickr is now an integral part of millions of peoples daily lives, with 76m participants worldwide and number 1 in its category.

US: 20 million unique usersEurope: 23 million unique usersLATAM: 9.4 million unique usersMENA: 6.3 million unique users

Global Reach:• 4.4 million daily unique users

• Over 6.5 minutes dwell time per visitor

• Attracts over 12 million more unique users than Picasa

• Over 1.2 billion pages viewed each month

• Male-skewed audience (55% )Source: Comscore Media Matrix – October 2011

Yahoo! Sports attracts over 96 million users each and every month making it the largest sports website online today.

US: 47 million unique usersLATAM: 6.5 million unique usersEurope: 14 million unique usersAPAC: 23.6 million unique usersMENA: 2.5 million unique users

• 40 million more unique users than No.2 ESPN

• Over 2.5x the audience of Fox Sports on MSN

• 3 billion pages viewed each month

• Large Male audience (61%)

• Audience predominantly aged 35-44

Scale | Yahoo! Sport - 96 million users

1/27/201578Source: Comscore July 2011

Введение. Услуги. Возможности!

2013 год

80

новый Digital-игрок на рынке

Партнерство, сложившееся между iCrossing и MediaArts Group на территории СНГ

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 81

Стратегии,

полный спектр услуг и

возможностей

Digital это наше ДНК


Полный комплекс обслуживания

Партнерский Маркетинг

Социальные сети

МобильныйТехнологии Веб-разработкиАналитикаКонтекст рекламы

Сканирование электронного микроскопа

Дисплей

Если это Digital, мы сделаем это


850 отобранныхспециалистовПризнанные самыми прогрессивными мыслителями этой индустрии


40+500 счастливых партнеров

http://tracking.3gnet.de/tracking/setc.php?kunde=kaspersky_de&from=zx2&keyword=Logo_200x46&to=www.kaspersky.com/de/advert/store?affiliate=0000059351&redef=1&THRU&reseller=iCrossing_promo_store_image

http://tracking.3gnet.de/tracking/setc.php?kunde=kaspersky_de&from=zx2&keyword=Logo_200x46&to=www.kaspersky.com/de/advert/store?affiliate=0000059351&redef=1&THRU&reseller=iCrossing_promo_store_image


>10 основных сертификатов


ПремииРабота с клиентамиForrester называет нас «стопроцентными»

Мы № 1 в глобальном поиске


1 миссия: Построить связанные бренды

Связанный бренд создает тесную связь со своей

аудиторией, будучи видимым, практичным,

удобным, интересным и приятным.


Наши зоны обслуживания…

88

Offices Partnerships * Expanding partnership footprint

89

Цели партнерстваСтать ведущим игроком в растущем рынке Digital в

России.

• Знание местного рынкаДоступ к интегрированных маркетинговых услуг в творческой, BTL, спортивный маркетинг, средства массовой информации, теле-производства и другие услугиСпециалисты, ресурсов,

инфраструктуры

• Расширенный стратегический подход к цифровымтехнологиям в поиске, SEM, SEO,SMM и др.Coca-Cola, LG, Unilever, и многих компаний из Fortune 500. Глобальное присутствие сети, способной обслуживать все регионы мира

90

iCrossing – ключевые факты

Полный спектр услуг цифрового маркетингового агентства, который объединяет таланты и технологии для создания брендов.

Мы единица Hearst Corporation, одна из крупнейших диверсифицированных в мире медиа-компании

19 международных офисов.

40 + Fortune 500 марок.

850 специалистов

Media Arts – ключевые факты

7-ая коммуникационная группа в России. № 3 в BTL. В ТОП-5 в Digital.

№ 1 держит интегрированный маркетинговых коммуникаций. 30% от оборота для комплексных проектов

Годовой оборот - 250 млн долларов.

200 + клиентов в группу компаний. 500 сотрудников +.

Области специализации: цифровой, BTL и трейд-маркетинг, СМИ, спортивный маркетинг, творческий производства.

Some of the MAG digital clients

Наши услуги

Мы предоставляем маркетологам пакет Online Marketing Suite, чтобы эффективно создавать, измерять и управлять эффективностью кампании по всем каналам (онлайн и оффлайн).

Цифровая стратегия + планированиеМедиапланирование + покупателиSearch Marketing программы (SEM)Social Media Marketing (SMM)Search Engine Optimization (SEO)CRMМобильный маркетинг

Creative Design + Experience +Технологическая платформа + Application DevelopmentВ режиме реального времени аналитика + Оптимизация кампании


The Objective• Increase sales via Affiliate Marketing

The Solution• Affiliate Marketing for O2

• Successful management & constant expansion of Affiliate

Marketing channels since 2003

• Management of over 38.000 affiliates (in DE)

• Coordination of partner programmes in various public

affiliate networks

• Regular planning and implementation of B2B campaigns

(iCrossing Winter Games, Christmas Sales…)The Result• Continuous revenue increase

• Setup of one of the most successful German partner

programmes

(e.g. Zanox AdRank 7)* Zanox AdRank is a measure of the commercial potential of a

partner programme (from 1 to 9; the higher the better)


The Objective• Goals: increase traffic & time spent on-site

• Facebook & Twitter #14 and 24 referrers

The Solution• Re-set foundation: governance for editorial & marketing

• Leveraged ongoing insights for editorial development, optimal content &

publishing primetime

• Ongoing audience management & influence outreach

The Result• Doubled traffic in 4 months all through earned, organic social media traffic

• Social visitors spent 4.2X time on site as search referrals

• Facebook & Twitter became the #2 and 4 top referrers


The Objective• A credible and authentic positioning of the BMW brand within the

social web

• Setup of an interactive channel

The Solution• Management of global BMW Facebook page

• Regular moderation of wall (inclusive of weekends)

• Research and editorial processing of target market relevant content

• Conception and execution of campaigns to increase interaction level

• Paid-Media (Facebook Ads)

• Permanent benchmarking and tracking of all relevant KPIs in

comparison to competitorsThe Result• Over 11 Mio. fans on BMW Global page

• High interaction rate

Thank You!

97

[email protected]

FB: https://www.facebook.com/dennis.adamoVK: http://vk.com/dennisadamoLI: http://www.linkedin.com/in/dennisadamo

mailto:[email protected]

https://www.facebook.com/dennis.adamo

http://vk.com/dennisadamo

http://www.linkedin.com/in/dennisadamo