sean finnegan - presentation
Post on 22-May-2015
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Hello!
Start with a simple human truth….
Increased Accountability
Harder to connect with consumers
Rapidly changing markets
Its never been a harder time to be a client
…And Media buying is a Commodity
• Efficient pricing is no longer value added
• Media isn’t only value publishers provide
• Takes eye away from unpaid opportunities (i.e. Social)
Implication: Marketers and agencies that focus only on media impressions leave value on the table
The communication infrastructure has shifted from linear to networked
Linear Networked
Transmitter
Receiver
Receiver
Receiver
Receiver
Receiver
The brand/consumer relationship has changed
Yesterday New Reality
Agencies need to solve real Client business problems and marketing challenges
Pay Attention to the Humans
The Rise of Earned Media
TheDynamic
Marketplace
Analytics Empower Our Ideas
New Breed of Talent
Open Source
Globally Connect
Integrate
pooling
alignment
future ad models
online video
13/16
1
8,000
230,000
25,000,000
1
unaided awareness increased
driven by choicemore likely to recallmore likely to click
throughmore likely to buy
win, win, win
Content
Online
Mobile
Audio
SEMOOH
Events
Social
Television
TOTAL CONTENT STRATEGY
• Consumer Experiences are liquid
• Channel Neutral
• Segmenting and Sequencing
• Socialization drives scale
• Relevance yields consumer action
Critically - your agency needs to plan for content
Content Planning Content Alliances
Translation/Localization
Landing Pages
Video
PrintBanners
Podcast
Challenge: Oracle Reaches Global Online ROI Limits
• Finite material available from internal marketing teams– Oracle relied upon English language
content to run globally– 80% of online awareness campaigns
failed to launch with the right copy– 51% of all global online ads in a non-
English language directed consumers to English web pages
– International publishers unwilling to guarantee lead performance against English-only content
Asset management system ensures proper translation, approval & deployment
We expanded content portfolio – with international audiences – by 48%
VIDEO VIRTUAL EVENTSBUSINESS CASE STUDIES
MOBILE APPS
Oracle gained value through superior content navigation
• 2,005 custom assets in 12 languages across 20+ countries created
• 95% of publishers willing to guarantee performance with more “confidence” in content
• Oracle’s digital ROI exceeds 1200% in Year 2, a 107% LIFT over ROI Oracle achieved on U.S.-led content alone
+30% +48%LIFT in Global Digital Content
LIFT in ROI
+107%+48%
Year 1 Year 2
Value gained through content planning
• Better results - right message, right audience, right time
• Resource efficiencies – reduce development, eliminate duplication
• Liquid, nimble – innovate with speed and in ways you couldn’t before
• Earn a seat at the table – get into places brands are not invited
• Cost and intelligence opportunities - value exchange for your content with media vendors creates new deal structures
EA Tiger Woods 2009
SeanMFinnegan
SeanFinnegan
SeanFinnegan
Thanks!
Sean.Finnegan@smvgroup.com
Sean Michael Patrick Finnegan
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