katie fischer beam path to purchase

The Impact of Technology

on Traditional

Advertising

Katie Fischer

US Media Manager, Beam

May 1, 2013

This is our consumer

• They know they have a voice,

recourse and power to

change the course of your

brand

• Their voice is loud and far-

reaching

• They have expectations as to

how you will behave as a

responsive brand

• They have infinite choices as

to how they want to engage

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Total video viewing is on the rise

3 Source: The Nielsen Company. The Cross-Platform Report, Q4 2012. Based on total users of each medium.

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Look familiar?

TV is no longer the primary screen

We use an average of 3 different screen combinations every day

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Content , Content, Content!

Time to Attract instead of Detract

Public Relations

Print & OOH

Digital & Social

TV

The established practice

Traditional Media

Strategy

• The Brand strategy is

pushed through each

medium

– Each medium is self-

contained

– Reach is limited to

its own universe and

audience

Brand Idea

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• Moving from

360°advertising, to

advertising 365 days

• Giving them access to

their preferred outlets to

engage with the Brand

• Campaigns allow for

interesting brand

experiences that the

consumers can own,

build, share, riff on and

customize, creating

engaged advocates

Engaged Awareness

Media Strategy

Changing strategy structure

8

Digital continues to gain momentum

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Content ad formats are on the rise

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Spending shifts to content & mobile

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Think of our consumers

as a TV Network

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The new ‘networks’

Make your consumers work

harder for you, by working

harder for them

they determine

what they will ‘air,’

to what audiences

they measure their

messages through likes,

shares & tweets

give them a reason to engage with

you, to share your brand story

they will reward you with their

influence and advocacy

Key principals

Start to capitalize on the

ability to drive influence

and engagement at scale

in real time

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The time in now

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#THANKYOU!

Katie Fischer

Katie.Fischer@beamglobal.com

@katiekatefisch

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