1. Setting the Stage
Mark Greenspan, Executive Director, nextMEDIA
#NM2012
#DIGIS2012
Mark Greenspan, Executive Director, nextMEDIA
1
2. With The Rise of Multi-Screen Behavior
comes the expectation of anytime-
anywhere experiences
Pressure on media publishers, brands
and advertisers to satisfy this
expectation
Causing an unprecedented amount of
industry collaboration within the
advertising, media and technology
industries.
Re-think of media and advertising
3. Key Characteristics of Anytime-Anywhere
Experiences
Highly Engaging
Social
Personalized
Contextual
Measurable
4. The Good News is
Digital has the potential to deliver
against this
5. The Bad News is
It’s difficult
but don’t worry that’s what this
conference is about
6.
7. Advertising no longer works as effectively
as it did unless bolstered by additional
marketing channels
No Single Medium Can Afford to Stand
Alone
8. What is the opportunity?
Increased complexity but increased
reward
Greater efficiencies and greater returns
10. Brands and Publishers Lag in Deploying a
Converged Media Experience
Mindset varies by department; social
team often catalyzes change
Departmental silos hinder converged
deployments.
Disparate tools leave marketers
kneecapped at the workbench
11. Agencies Too Limited by Campaign,
Channel
Campaign-focused mindset at the
expense of sustained engagement
Channel-focused agency teams miss
opportunities
Agencies struggle to keep up, frustrated
with ever-changing tool sets
12. How does it relate to what we are doing
here?
Understanding the landscape better
Understanding each other better
Creating more forward thinking
strategic partnerships
13. What are we going to look at ?
Digital Consumer Behaviors
Converged Earned, Owned and Paid
Activities across Social, Video, Mobile,
Gaming
Measurement
Technical Platforms
Creation of media experiences
14. Setting the Stage
Mark Greenspan, Executive Director, nextMEDIA
#NM2012
#DIGIS2012
Mark Greenspan, Executive Director, nextMEDIA
14
Editor's Notes
Advertising, or “paid” media has traditionally led marketing initiatives, both online and off, but advertising no longer works as effectively as it did unless bolstered by additional marketing channels. Owned and earned media are vital to campaigns, helping to amplify and spread brand messages across a myriad of complex paths that consumers follow across devices, screens, and media. When it comes to implementing an integrated paid, earned, owned strategy, brand marketers must possess an understanding of the changing forces of converged media, including emerging practices, content types, technologies, channels, behavioral, and other trends.
