a lot of advertisers doesn't use digital media to build up brand awareness. The reasons are often based on misunderstandings.
In this presentation I give an overview of the most important reasons for not using digital media for brand awareness objectives. Each statement is illustrated with an example of how content can be used to create brand awareness, each example shows that the most used statements are based on 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.
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
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.
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.