dead trees to digital
TRANSCRIPT
From Dead Trees To DigitalDigital Magazine Ads: Why is it the time right to jump in?
10.27.08
Andrew Marc GoldmanV.P., Group Planning Director/Solutions Lead
RAPP
2
timing is everything
MEDIA CONVERGENCE: DIGITAL PUBLISHING AND ONLINE ADVERTISING
• Noise is low, but learnings are high• On-demand ConsumerscapeSM
– Digital apathy
– Platform convergence
– Everyone’s sharing
– Betas are cool!
3
consumer habits
SO WHAT?• “Our readers prefer print to pixels. They wont pay for digital”
• “We already have assets and existing processes for print”
• “It’s too new. We’re waiting to see how consumer adoption trends.”
*Consumer Digital Lifestyle Survey, March 2008
PREFERENCE, PRECISION, POTENTIAL!• Harrison Group and Zinio*:
– Top factors that influence digital over paper purchases Access, control, portability, flexibility (sounds on-demand to me!)
• Email, Chat and social networking remain the top online activities We’ve been perfecting processes and analyzing, targeting, and ‘right-sizing’
advertising on the Web for more than a decade
• Web access and penetration = exponential scale for content circulation
4
consumer habits
PARTICIPATION• Social Networking platforms allow everyday people to participate
in communities larger than their physical neighborhood.
• Sharing allows us to form communities, or ‘tribes’ of collaborative consumers.
– Segment: “…a group of homogeneous persons – they share the same characteristics – who are not connected to each other; a segment is not capable of collective action, its members are simple consumers…”*
– Consumption Tribe: “…a network of heterogeneous persons – in terms of age, sex, income, etc. – who are linked by a shared passion or emotion; a tribe is capable of collective action, its members are not simple consumers, they are also advocates…”*
*Source: Cova and Cova; the Handbook of Consumer Psychology, by Haugtvedt, Herr, Kardes, CRC Press, 2008
5
branded content and participation
A CASE STUDY IN SCALE
• Gardasil’s “Wall” on Facebook
– Merck’s viral vaccination for a common cause of Cervical Cancer.
– A blank wall became a platform for knowledge sharing and expression.
– 5000 joined the day it launched.– Weeks later, 22,000.– Today over 55,000 members
6
content
HIGH-TECH AND BUSINESS NEWS CONTENT ON THE RISE
• BPA top reported digital titles:– Oracle, Eweek, Computer Weekly (Q1-2 2008)
• Harrison, Zinio Study top-reported digital categories:– IT & Computing, Hobby/Spec. Interest, General News &
Information
• Global Audiences• Tribal• Early Adopters
7
logical start
LEVERAGE EXISTING ASSETS
• Online assets exist
• Ad-serving models exist
• Data Analytics approaches exist
• The future of digital media targeting in an on-demand world is being developed right now
8
take advantage of today’s leaders
CASE STUDY: AD-SERVING AND AD PLAN ANALYSIS
• Datran Media’s Aperture technology – Verified offline demos with millions
of online users at the HH level
– Reporting output can help size demos
– Type of tool that can sync with general
online plans to converge opps for advertisers Example of a platform that is capable of both
micro-segmentation (tribal, HH) and macro-
segmentation (demo)
– This is where ad serving IS going.
This is one way to find your early adopters!Courtesy, Datran Media, www.datranmedia.com/aperture
9
innovate and create
AS ON-DEMAND EXPECTATIONS GROW, THE DESIRE TO PARTICIPATE IS STRONG!
• Beta your magazine! Beta your ads! Beta Community!– Adaptive conversations– Facebook applications– Mobile apps (i.e. iPhone)
USE DIRECT MARKETING TO MEASURE ENGAGEMENT• Readers: Response rates and clicks• Platforms: Time of day, time on site• Investment: Cost per impression• Experience: Cost per engagement
10
timing really is everything
IT’S A GOOD TIME TO LEARN. A GOOD TIME TO TEST.
• Online assets exist … use them for more than just R.O.N.
• Ad-serving models exist … push technologists!
• Data Analytics approaches exist … use them to ‘right-size’ buys
• Integration with digital media plans makes sense in an on-demand world … start slow but steady
Talk to your media consultants and create the opportunities for digital publishing.
