targeted sales and marketing opportunities for digital media
TRANSCRIPT
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This document is offered compliments of BSP Media Group. www.bspmediagroup.com
All rights reserved.
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HELLO........
NIC VAN DEN BERGH GLOBAL HEAD OF MEDIA & MD SA @CLICKS2CUSTOMERS
NICVANDENBERGH @NOOBOY [email protected]
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TARGETED SALES AND MARKETING OPPORTUNITIES FOR DIGITAL MEDIA
Prac&cal discussion on the media landscape and targeted opportuni&es…… The vast quan,,es of informa,on and touch-‐points in the decision-‐making process; The requirement for integra,on, greater audience insight, and an emphasis on communica,on ideas that can live beyond single mediums; How a carefully planned and structured approach, with the end goal in mind, reaps the best results.
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THE TATTOO MACHINE….
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THE INK….
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THE MOMENT OF TRUTH….
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THE FACE THAT YOU PULL….
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E·TER·NI·TY
əˈtərnədē/ noun noun: eternity infinite or unending ,me. "their love was sealed for eternity" synonyms: ever, all ,me, perpetuity "the memory will remain for eternity" a state to which ,me has no applica,on; ,melessness.
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E·TER·NI·TY SYMBOL
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THE FACE THAT I PULLED….
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GIB·BER·ISH
ˈjib(ə)riSH/ noun noun: gibberish unintelligible or meaningless speech or wri,ng; nonsense. "he talks gibberish"
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HUMANS ARE NOW THE CURATORS OF THEIR OWN MEDIA EXPERIENCE
SKIP, AVOID, DISABLE, IGNORE, DISMISS, PROGRAM, BUILD
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“ALL THAT I HEAR IS WHITE NOISE”
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ATTENTION HAS MOVED FROM 12 SECONDS TO 8 SECONDS
(guess which animal has an attention span of 9 seconds….)
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BRING THE BRAND STORY TO LIFE
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THE MEDIA PARADOX: THERE HAS NEVER BEEN MORE WAYS TO COMMUNICATE IT HAS NEVER BEEN MORE DIFFICULT TO BUILD A CONNECTION
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THOUSANDS OF MESSAGES
HUNDREDS OF PIECES OF ADVERTISING
DOZENS OF CHANNELS
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I’M A BRAND
GET ME OUTTA HERE!!!
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AND GET ME IN HERE
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WE DON’T NEED MORE REACH
WE NEED MORE ENGAGEMENT
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WHAT LIES BEYOND........ THE AFRICAN LANDSCAPE
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AND SO THE JOURNEY BEGINS WITH.... 1,000,010,000 CONSUMERS 355,000,000 MIDDLE CLASS
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SPENDING FROM $860 BILLION TO $1.4 TRILLION BY 2020. MIDDLE CLASS GROWTH, FROM $355M TO $ 1.1BILLION BY 2060. 10 FASTEST GROWING ECONOMIES IN THE WORLD (2011-2015).
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MEDIA COMMUNICATION
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MEDIA CHANNELS
42% INCREASE IN NUMBER OF RADIO STATIONS FROM (66%) TO (95%). FRAGMENTED REACH FOR TV IN URBAN AREAS. PRINT MAGAZINES ARE LIMITED. NEWSPAPERS HAVE GOOD COVERAGE IN URBAN CENTRES. OUTDOOR IS DISPROPORTIONALLY STRONG. DIGITAL CONVERGENCY RAPIDLY EXPANDING MOBILE PHONE USAGE IS EXCEPTIONALLY HIGH.
26
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CONNECTED CONSUMERS
Transaction value of mobile
payments in the UK
£3.3bn Mobile
internet users will
exceed desktop
users globally
85% of new
handsets will be able to access the mobile web
$6.5bn Redemption
value of Mobile
Coupons in US alone
500m to
3.5bn growth in mobile
internet users globally
2010 → 2015
beats
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(EVERYONE HAS ONE!!) MUST HAVE DEVICE
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(EVERYONE WANTS A COOL ONE) SMART PHONES
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(MAYBE EVEN NATIVE ADS) BANNERS AND DISPLAY ADVERTISING
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BETTER THAN SLICED BREAD… PROGRAMATIC BUYING (RTB)
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(SO MUCH COOLER THAN WAP SITES) MOBILE APPS
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(..AND MAYBE EVEN A WECHAT) MOBILE SOCIAL MEDIA
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(THEY SAY IT’S THE FUTURE…) MCOMMERCE
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(SOMETHING THAT’S, TOTALLY MEASURABLE) MOBILE SEARCH
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(…AND WHERE IT IS CONVERGING) THIS IS HOW WE SEE IT
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IN THE PAST CONSUMERS HAD TO VISIT MULTIPLE PLATFORMS AND CONSUME BITS OF INFORMATION. THIS LEAD TO THE
FRAGMENTATION OF COMMUNICATION AND HAMPERED INTEGRATED COMMUNICATION STRATEGIES.
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THIS REQUIRES MORE INTEGRATION, GREATER AUDIENCE INSIGHT AND AN EMPHASIS ON COMMUNICATION IDEAS THAT
CAN LIVE BEYOND SINGLE MEDIUMS.
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SO LETS START THE CONVERSATION…
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THE ECOSYSTEM
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THE BRAND ENVIRONMENT IS RAPIDLY EVOLVING
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CONSUMER EXPECTATION HAS INCREASED
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THERE IS NO LONGER ONE ROUTE TO MARKET
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AS DIGITAL HAS CHANGED THIS…
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THE CONSUMER IS NOW THE GAME CHANGER
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WE NEED TO LINK GREAT CREATIVE WITHIN MEDIA
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Buying
used to be
quite simple.
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used to be
quite simple. Online Display
Search
Mobile Display
Buying
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The digital landscape
con,nues to
diversify. Online Display
Search
Mobile Display
Mobile Search
Blogs
3rd Party Partnerships
AD Networks
SEO
Digital Direct
Affiliate
Social Media
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Every channel is a
part of the
Digital ecosystem. Online Display
Search
Mobile Display
Mobile Search
Blogs
3rd Party Partnerships
AD Networks
SEO
Digital Direct
Affiliate
Social Media
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AND ALIGN THE BUYING LANDSCAPE VS CLIENTS BUSINESS GOALS
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ACROSS MULTIPLE DEVICES
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Publisher Direct Targeted Ad Networks Ad Exchanges DSPs
*Examples Search Runs Throughout USING ALL CHANNELS AVAILABLE
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LEVERAGING ALL MEDIA TYPES
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WITH THE CONSUMER AT THE CORE
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IN A REALTIME WORLD
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AS WE ARE RESPONSIBLE TO DELIVER…
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19
MEDIA FRAMeWORK
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THE WORLD OF MEDIA HAS CHANGED MORE IN THE LAST TEN YEARS THAN IT DID IN THE PREVIOUS FIFTY AND WILL CHANGE
EVEN MORE IN THE NEXT TEN
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SO WHAT CAN YOU DO?
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DIGITAL MEDIA
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Video teaser awareness User-‐ini&a&on Custom takeover
300x250 teaser will house video and play silently, as user rolls over the video will restart with sound and begin to expand.
The full streaming video plays, con,nuing user aien,on in an opt-‐in environment.
Ajer several seconds of video viewing, the unit deploys into a full-‐screen rich media
experience allowing devoted users to further explore the en,re brand offering. Upon full expansion the engagement will be counted.
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Ad Wrap Pre-‐roll
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NATIVE CONTENT MARKETING
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VIDEO
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LIVE STREAMS
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ALIGNMENT SPONSORSHIP
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EMAIL DIRECT
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TECHNOLOGY ALIGNMENT
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CUSTOM CONTENT
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LONG TERM PARTNERSHIPS
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THANK YOU........