1. We Design The Future
Marketers to maximise the
return on their investments
Innovators to create more
successful propositions.
CEO’s to grow profits through
customer-centricity.
By: Sarit Harel
3. The traditional marketing
model is being challenged, and
(CMOs) can foresee a day
when it will no longer work.
McKinsey
By: Sarit Harel
4. Different Channel, Same Problem
78% of consumers consider in-stream advertising as
“intrusive”. Half of viewers stop watching an online
video once they encounter an in-stream ad.
Source: Burstmedia
29% of consumers leave a website that appears to be
cluttered with advertising.
Source: Burstmedia,
BANNER/AD BLINDNESS
Source:burstmedia
5. Image: (c) Adambooth
The Core Issue
People who live near
train lines adjust to
the noise.
They do the same
with advertising.
6. FUTURELAB
TV Ads are being “tuned out”
DVR Growth by Region UK DVR owners who fast-forward the adverts
(millions of units) (% of recorded programmes)
Never ; 6%
48.2 Hardly
ever, 3%
About half
2008 the time, 7%
2013
8.6 9.4
Always &
1.1 almost
always; 88%
Europe West Europe East/ME
Source:burstmedia
12. FUTURELAB
Changing Media Landscape
Push–pull strategy We The Media
MANY-TO-MANY
My Media
ONE-ON-ONE
BEHAVIRAL
TARGETING
Niche Media
ONE-TO-FEW
We are the
Mainstream media media we
ONE-TO-MANY decide what to
consume and
where
16. Strategy
TODAY:
Take your existing plan
Who am I ? and ask yourself
“what’s in it for the
customer to give me
Who is my target audience? his media-time?”
Where are they? How can I make it
more relevant and
interesting?
What is the relevant messege?
And if you don’t
know, go into the street
and ask or upload a
test campaign.
17. Mix
What are my targets? TODAY:
Take your existing plan
Brand awarness, Equisitions, and ask yourself
Traffic, Usages “what’s in it for the
Retentions customer to give me
his media-time?”
What are my channels? How can I make it
more relevant and
interesting?
Google ads, Facebook ADS
SMO, Bloggers ,SEO
PR And if you don’t
know, go into the street
and ask or upload a
test campaign.
18. Activity
TODAY:
Implementation
Take your existing plan
and ask yourself
Messeges “what’s in it for the
customer to give me
his media-time?”
Target Audience
How can I make it
more relevant and
interesting?
Media / Channel
And if you don’t
know, go into the street
and ask or upload a
test campaign.
19. Monitoring-Real Time Data
Google ADS - TODAY:
Take your existing plan
Facebook ADS and ask yourself
“what’s in it for the
customer to give me
Brand monitoring his media-time?”
How can I make it
more relevant and
PR bloggers interesting?
And if you don’t
Web analitycs know, go into the street
and ask or upload a
test campaign.
27. Beat carmageddon
Who am I ?
Who is my target audience?
Where are they?
What is the relevant messege?
http://youtu.be/WgvnHF7te_4
28. Follow and spread the world
What are my targets?
Brand awarness, Equisitions,
Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS
SMO, Bloggers ,SEO
PR
29. The new is talking about us
What are my targets?
Brand awarness, Equisitions,
Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS
SMO, Bloggers ,SEO
PR
30. Mix
What are my targets?
Brand awarness, Equisitions,
Traffic, Usages
Retentions
What are my channels?
Google ads, Facebook ADS
SMO, Bloggers ,SEO
PR
