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Trusted content
Online Professional Publisher
         Association
            – Belgian publishers share know-how about the
              evolution of digital content and the influence
              on journalism.
            – Common surveys relevant for
              publishers, advertisers, institutes, media
              agencies, …
            – Defend the importance of content and
              branding
            – The association represents 11 news
              publishers, +/- 60 sites, 750 journalists
              responsible for a monthly average of 120 000
              articles and 11 000 video’s.
            – More than 880 000 mobile apps
              downloaded, almost 640 000 tablet apps
              downloaded
+/- 750 journalists
creating online brand awareness : 5 misunderstandings
Misunderstanding 1 : Ad formats and
 creative execution are not evolving
          with the medium
The size of an ad doesn’t matter

•   The world’s biggest banner measures
    250x250 pixels and loads 2 800
    products, enough to fill an entire IKEA
    store.

•   IKEA products help you save space, so
    the brand decided to prove that point
    by squeezing an entire store into a
    banner.

•   By moving your mouse around, the
    products get magnified and can be
    bought when you click through.
Creative execution isn’t limited to a
                number of pixels
•   Taking the first step toward financial security is
    the hardest part, but once you’ve taken it you
    realize “I can do this.”

•   Commercials featuring the piano-playing
    Schroeder preparing for the biggest concert of
    his life. Just as Schroeder overcomes his fears
    in front of a concert hall full of
    people, so, too, can the viewer overcome his or
    her hesitation about purchasing life insurance.

•   If the user fails to keep up, there is a chance to
    start over. If 100% accuracy is achieved, he/she
    can share it on Facebook.

•   The endscreen of the game offers users the
    opportunity to like the MetLife Facebook
    page, visit the official MetLife website and get
    and get an Instant Term Life Quote.
Misunderstanding 2 :The Internet is
awash with undifferentiated, low-cost
             inventory
Better brand = better market
                          performance
• Motivate consumers who were highly likely to ignore
  traditional advertising for alcohol brands to consume gin on
  Friday night.

• Why national newspapers?
    • They are a 'soul-mate' medium.
    • Readers are highly engaged and paying attention.
    • Offer the opportunity for creating bespoke editorial
        that reflects a brand's values

• How ?
     • Create The Friday in collaboration with The
        Telegraph, content to inspire your week-end during
        the aperitif of Friday evening.
     • Minisite on Telegraph.co.uk/TheFriday where for the
        first time ever the Telegraph site's standard 'blue'
        format was turned Gordon's green. Content in 'The
        Friday' drove readers online to the microsite.

      Result :
      • Over 44,000 people entered the competitions hosted
        on the micro-site over a 6 week period with 40%
        opting in to hear more from Gordon's Gin.
      • allowed Gordon's to be front of mind
The force of qualitative content


• “Get a Mac !” is a kind of an online soap. 1
  personage called “PC” starts a conversation with
  the other personage called “Mac” about a specific
  subject.

• 66 TV spot ads since 2006.

• Content is key to start the conversation
Misunderstanding 3 : Too many
metrics, too few that brand marketers
              really need
Talk with publishers for a tailor made
            impact survey




         Impact Barometer – quantitative
         Brand Value Check - qualitative
Misunderstanding 4 : Online offers
      unreliable targeting
It’s not only about socio-
                      demographique targeting


• Data from house-hunting site is linked with
  content in banner. The banner automatically
  suggest a Nissan car for you based on your
  budget, neighborhood and family size.
Content targeting is magic

• Weather-activated display media by
  Johnson & Johnson's for Neutrogena Sun
  in strong collaboration with content sites
  (Sydney Morning Herald and the
  Melbourne Age)

• Synchronised, rich media banners are
  triggered by the UV index. When the UV
  index is high, the leaderboard is served
  and shines rays on the online publisher's
  weather map, triggering an invisible layer
  with Neutrogena Sun's signature
  protection arc.
Misunderstanding 5 : buying
impressions doesn’t mean anything
It’s about leading brands in a cross
               platform world


•   Online Russian newspaper “The Village”
    launched an app designed to help every
    day people shame douche bag drivers by
    taking a photo of the car, where image
    recognition reads the number plates to
    find the driver, before naming and
    shaming them in real-time across
    banners and media placements on
    popular websites in Russia.
1.   Strong content can help to make
                  the love connection for brands.

             2.   Everything is possible, when you
                  have an idea go for it and don’t let
                  it escape.

             3.   Talk with content sites, they have
                  more in house than a ratecard.

             4.   Brand awareness has to be
                  measured as a part of the whole
CONCLUSION        communication plan, almost all
                  content publishers can offer a
                  solution.

             5.   It’s about leading brands in a cross
                  media platform world.
st@siskatruyman.com
0497 03 91 22

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creating online brand awareness : 5 misunderstandings

  • 2. Online Professional Publisher Association – Belgian publishers share know-how about the evolution of digital content and the influence on journalism. – Common surveys relevant for publishers, advertisers, institutes, media agencies, … – Defend the importance of content and branding – The association represents 11 news publishers, +/- 60 sites, 750 journalists responsible for a monthly average of 120 000 articles and 11 000 video’s. – More than 880 000 mobile apps downloaded, almost 640 000 tablet apps downloaded
  • 5. Misunderstanding 1 : Ad formats and creative execution are not evolving with the medium
  • 6. The size of an ad doesn’t matter • The world’s biggest banner measures 250x250 pixels and loads 2 800 products, enough to fill an entire IKEA store. • IKEA products help you save space, so the brand decided to prove that point by squeezing an entire store into a banner. • By moving your mouse around, the products get magnified and can be bought when you click through.
  • 7. Creative execution isn’t limited to a number of pixels • Taking the first step toward financial security is the hardest part, but once you’ve taken it you realize “I can do this.” • Commercials featuring the piano-playing Schroeder preparing for the biggest concert of his life. Just as Schroeder overcomes his fears in front of a concert hall full of people, so, too, can the viewer overcome his or her hesitation about purchasing life insurance. • If the user fails to keep up, there is a chance to start over. If 100% accuracy is achieved, he/she can share it on Facebook. • The endscreen of the game offers users the opportunity to like the MetLife Facebook page, visit the official MetLife website and get and get an Instant Term Life Quote.
  • 8. Misunderstanding 2 :The Internet is awash with undifferentiated, low-cost inventory
  • 9. Better brand = better market performance • Motivate consumers who were highly likely to ignore traditional advertising for alcohol brands to consume gin on Friday night. • Why national newspapers? • They are a 'soul-mate' medium. • Readers are highly engaged and paying attention. • Offer the opportunity for creating bespoke editorial that reflects a brand's values • How ? • Create The Friday in collaboration with The Telegraph, content to inspire your week-end during the aperitif of Friday evening. • Minisite on Telegraph.co.uk/TheFriday where for the first time ever the Telegraph site's standard 'blue' format was turned Gordon's green. Content in 'The Friday' drove readers online to the microsite. Result : • Over 44,000 people entered the competitions hosted on the micro-site over a 6 week period with 40% opting in to hear more from Gordon's Gin. • allowed Gordon's to be front of mind
  • 10. The force of qualitative content • “Get a Mac !” is a kind of an online soap. 1 personage called “PC” starts a conversation with the other personage called “Mac” about a specific subject. • 66 TV spot ads since 2006. • Content is key to start the conversation
  • 11. Misunderstanding 3 : Too many metrics, too few that brand marketers really need
  • 12. Talk with publishers for a tailor made impact survey Impact Barometer – quantitative Brand Value Check - qualitative
  • 13. Misunderstanding 4 : Online offers unreliable targeting
  • 14. It’s not only about socio- demographique targeting • Data from house-hunting site is linked with content in banner. The banner automatically suggest a Nissan car for you based on your budget, neighborhood and family size.
  • 15. Content targeting is magic • Weather-activated display media by Johnson & Johnson's for Neutrogena Sun in strong collaboration with content sites (Sydney Morning Herald and the Melbourne Age) • Synchronised, rich media banners are triggered by the UV index. When the UV index is high, the leaderboard is served and shines rays on the online publisher's weather map, triggering an invisible layer with Neutrogena Sun's signature protection arc.
  • 16. Misunderstanding 5 : buying impressions doesn’t mean anything
  • 17. It’s about leading brands in a cross platform world • Online Russian newspaper “The Village” launched an app designed to help every day people shame douche bag drivers by taking a photo of the car, where image recognition reads the number plates to find the driver, before naming and shaming them in real-time across banners and media placements on popular websites in Russia.
  • 18. 1. Strong content can help to make the love connection for brands. 2. Everything is possible, when you have an idea go for it and don’t let it escape. 3. Talk with content sites, they have more in house than a ratecard. 4. Brand awareness has to be measured as a part of the whole CONCLUSION communication plan, almost all content publishers can offer a solution. 5. It’s about leading brands in a cross media platform world.