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