Brad BerensBrad Berens

Executive EditorExecutive Editor

iMedia CommunicationsiMedia Communications

What You Missed at What You Missed at Other Roundtable Other Roundtable

DiscussionsDiscussions

Food + Wine =Food + Wine =

Ah, the after-lunch slot…Ah, the after-lunch slot…

Food + Wine =Food + Wine =

Raised Raised

Blood Blood

Sugar!Sugar!

Ah, the after-lunch slot…Ah, the after-lunch slot…

Food + Wine =Food + Wine =

Raised Raised

Blood Blood

Sugar!Sugar!

Ah, the after-lunch slot…Ah, the after-lunch slot…

You're all starting to look a little

bit…

But, of course, at an iMedia event

the mummy would really…

Why are we doing this?

Today's Categories

The Measurement MamboPsycho-Killer Apps (Qu'est-ce que c'est)

Boldly Following the ConsumersVideo Ga-Ga

BT or Not BT?Let's Get Theoretical

The Measurement Mambo

ISSUES:• Whose numbers?• Discrepancies between publisher reporting,

site analytics and ad serving numbers• Why? Different methodologies and data

sources• What to measure and when to start?• Undefined goals and success metrics.

The Measurement Mambo

ISSUES:• Whose numbers?• Discrepancies between publisher reporting,

site analytics and ad serving numbers• Why? Different methodologies and data

sources• What to measure and when to start?• Undefined goals and success metrics.

Engagement means…

• Interaction• Behavioral + Attitudinal• "Send to a friend" referral business• Click rate + backend metrics (does a user

visit more pages than average?)• Definition unclear• Clients aren't asking for engagement factors

Emerging Metrics…

• Behavioral indices• Time spent/interaction with ad units• Rich media analysis• Holistic tracking of creative through to site

behavior (not just data capture or sales)• VOD measurement• Viewthrough• Unique reach

The Measurement Mambo

Big Ideas:

"Quantify the number of :30 spots people spend on a website, and then translate that number into GRPs."

"Websites need to take more risks."

Psycho-Killer Apps

Email & Search

Email

Big Challenges:

• Frequency/Relevancy

• Spam, Spam, Spam, Spam, Spam…

• CAN-SPAM compliance (do we really have to? Yes.)

• Deliverability

Email

Big Question:

Is email responsiveness declining?

Email

Big Question:

Is email responsiveness declining?

Answer:

Not really.

Email

Big Question:

Is email responsiveness declining?

Answer:

Not really.

• Targeted Lists

• Segmentation

• Careful Frequency Monitoring

• Dynamic Content

• Understanding User Behavior

Email

The Future of email involves…

• RSS & Mobile

• Compliance with best practices

• Punishing spammers

• Integration of email with the rest of marketing, online and off

Search

ISSUES:• Click Fraud• No standards among search engines• Conversion metrics• The back button• Cluttered search results

Search

What needs to happen?• Video search with audiotext overlay• Better balance of relevance and revenue• More incorporation of branding• Industry regulation• Better ranking methodology• Intuitive interface vs. user education

Boldly Following the Consumers

• Gaming Measurement

• Mobile Marketing Best Practices

• RSS & Blogs

Gaming Measurement

ISSUES:• Measurement, when does the ad count?• Integration of ads within game• Limited sorts of inventory• Relevance to brand• Interminable lead times• Client pushback• High cost of entry

Gaming Measurement

THE BIG QUESTION:

What exactly do you mean by "game"?– Console– PC– Mobile– Casual vs. Hardcore Gamers– Male vs. Female Behavior

Gaming Measurement

ANOTHER BIG QUESTION:

What exactly do you mean by "ad"?– In-Game Banner?– Product Placement– Branded Puzzle Games– Sponsored Extra Levels & Mods– Load Screens– Something else? (Websites, Xfire…)

Gaming Measurement

Benefits of Advertising within games:• Engagement poster child• Participatory medium• Very long interaction time• Immense personalization and targeting

potential

Gaming Measurement

"Gaming is an activity, not a medium. It's a very new landscape, and if we put too much expectation or specified 'ROI' metrics onto games, then we might undermine the potential of games as an advertising channel."

Mobile Marketing Best Practices

ISSUES:

• Low U.S. Adoption (so far)

• Lack of scale

• Lack of standards

• Measurement and metrics

• Cross-carrier operability

Mobile Marketing Best Practices

ISSUES:

• Low U.S. Adoption (so far)

• Lack of scale

• Lack of standards

• Measurement and metrics

• Cross-carrier operabilityBut wait…

Mobile Marketing Best Practices

AND MORE ISSUES:

• Services not fast enough

• High cost, no formalized pricing

• Turn around time

• Limited creative options

• Consumer resistance to cost, intrusion

Mobile Marketing Best Practices

So what is mobile good for?• Branding, acquisition, engagement• Word of mouth/send to a friend• News and Local search • Text & SMS• Utilities (flight schedules)• Click to call• Promotions, entertainment tune-in

Mobile Marketing Best Practices

So what is mobile good for?• Branding, acquisition, engagement• Word of mouth/send to a friend• News and Local search • Text & SMS• Utilities (flight schedules)• Click to call• Promotions, entertainment tune-in

Watch this space…

Blogging/RSS Advertising

ISSUES & CHALLENGES:• Brand degradation by context• Loss of control• Credibility of content• Small display space• Lack of scalable reach / critical mass• No real metrics for ROI• What's the model?

Blogging/RSS Advertising

HOW & WHAT TO MEASURE:• Engagement (e.g. # of comments)• Email responses• Impressions & clicks• Sell-thru• Buzz via Technorati, Google, etc.• Podcast downloads• Track mention of brand names

Blogging/RSS Advertising

BENEFITS:• High user engagement• User comments• Word of mouth• "Good for nanotargeting"

Video Ga-Ga

Video Advertising

&

The New IAB Video Standards

Video Advertising

ISSUES:• Lack of quality inventory• Limited tracking & metrics• Lack of standards• High cost• Need for custom, web-specific video• Getting beyond the online :30 spot• Poor vendor/agency communications

Video Advertising

WHAT'S WORKING?• Custom creative• Interactive video• "Surround sound" ad units• :5 spots & :23 spots• Ad/content integration

Video Advertising

"Practical applications jump out and will naturally become adopted. 'iPod pre-roll downloadable video' is one of those practical applications."

IAB Video Standards

"A valid broadband ad impression may only be counted when an ad counter (logging server) receives and responds to an HTTP request for a tracking asset from a client. The count must happen after the initiation of the stream, post-buffering, as opposed to the linked broadband content itself. Specifically, measurement should not occur when the buffer is initiated, rather measurement should occur when the ad itself begins to appear on the user's browser, closest to the opportunity to see."

IAB Video Standards

ISSUES & QUESTIONS:• Acceptance and compliance• How do 3rd party ad servers integrate with this

standard?• Negative impact on inventory• This measures the ad/media space rather

than the creative or the interaction• Research/case studies needed

BT or Not BT?

Contextual vs. Behavioral Targeting

&

Next Generation Behavioral Targeting

Contextual vs. Behavioral Targeting

Definitions of Contextual:• Advertising within a specific content vertical

endemic to your brand/message• Targeting the page• Targeting "in the moment"

Contextual vs. Behavioral Targeting

Definitions of Behavioral:• Messaging to users in non-endemic

environments based on their demonstrated behaviors

• Targeting the audience• Targeting "after the moment"

Contextual vs. Behavioral Targeting

Contextual: Behavioral:Short consideration Long consideration

CPG, Movies Autos, Travel

Younger Users Older Users

Brand Movements Brand Awareness

Reaching Enthusiasts Avoiding Competitive Clutter

Contextual vs. Behavioral Targeting

Contextual: Behavioral:Short consideration Long consideration

CPG, Movies Autos, Travel

Younger Users Older Users

Brand Movements Brand Awareness

Reaching Enthusiasts Avoiding Competitive Clutter

The two approaches have vastly different metrics and choosing between them is a false choice.

Next Generation Behavioral Targeting

ISSUES:• Scale• Pricing• Standards and a basic definition• Consumer privacy concerns (and realities?)• Excessive targeting• Publishers needing to catch up

Next Generation Behavioral Targeting

BT SUCCESSES SELLING…

– Autos – Travel– Electronics– High-speed access– Healthcare– Finance– B2B– Entertainment*

Next Generation Behavioral Targeting

THE FUTURE:• BT mixed with demo targeting• BT added to geo-targeting (driving customers

to retail locations)• Increased customization of creative

Next Generation Behavioral Targeting

Take Away:

"Targeting is all about getting specific, so eventually you run short of targets."

Let's Get Theoretical

Nonlinear Media

Let's Get Theoretical

Nonlinear Media

Let's Get Theoretical

Nonlinear Media

&

Integrated Marketing

Nonlinear Media

WHAT IS IT?• Anything that requires consumer integration• Emerging media where you can't follow the

response• On-demand content consumption• Media that is not a step-wise experience• User-generated content• Choose your own adventure

Nonlinear Media

WHAT IS IT?• Anything that requires consumer integration• Emerging media where you can't follow the

response• On-demand content consumption• Media that is not a step-wise experience• User-generated content• Choose your own adventure Sound familiar?

Nonlinear Media

SUCCESS STORIES:– NCAA streaming– Got Milk– Hilton Garden Inn– Napster 2.0– Halo 2– Da Vinci Code– Lost– Honda Element– Subservient Chicken– "Family Guy" profile on MySpace

Nonlinear Media

ISSUES:• No shared definition, no metrics• Industry is still too goal-focused• General aversion to change• "Innovation comes without benchmarks, and

not everyone is OK with that"• Need clear objectives & case studies• Need to educate clients

Nonlinear Media

IN THE FUTURE "NLM" WILL…• Move from branding to DR• Be used to cut through clutter• Have better metrics• Use more traditional media to drive people to

nonlinear experiences• Become more linear

Integrated Marketing

ISSUES:• Needs planning from the beginning• Difficulties getting everybody in synch• Budget• Resolving different metrics• Client and Publisher participation• Need for consistent messaging vs. what

works best in each medium

Integrated Marketing

WHAT YOU NEED TO SUCCEED:• The clear objective and "big idea" come first• Must be client-driven• All sides must be in the brief & brainstorm• Integrated reporting• Respect for different kinds of expertise• Create compensation for integration• Agencies need "Chief Integration Officers"

Conclusion: Global Issues• Lack of planning and communications• Immense need for standardization• Technology arms race• Scale• Metrics• Basic definitions• Ever-changing consumer behavior

Conclusion: Global Issues• Lack of planning and communications• Immense need for standardization• Technology arms race• Scale• Metrics• Basic definitions• Ever-changing consumer behavior

Which leads to the question…

If "engagement" is a marathon…

Are we still learning to walk?

And now it's time to…

Engage! (with the audience)