Download - Jon Schulz of Ford Motor Company at JD Power and Associate Automotive Internet Roundtable
Rich MediaA Practitioner’s Approach
October 18, 2007
Rich MediaA Practitioner’s Approach
October 18, 2007
Plan Develop Test Measure Evolve
Include BOTH media and production teams
Allow time to produceproperly
Plan
Not too little, too much
Highlight expand
Use floating formats
Use audio
Develop
Creative executions
Interactions and animations
Tagging and data capture
Test
Against campaign objectives
Against internal benchmarks
Make adjustments as needed
Measure
Evolve Leverage media to syndicate
content beyond the OEM site
Address key challenges moving forward
Evolve
Evolve
Maximize OEM content investment
Rich content where shoppers are shopping
What kind of content? Photos Videos Featured demos Vehicle specs
Pricing Offers Inventory Dealer info
Challenges Align rich media with relevant
content areas (e.g., OEM photos
in third-party site photo gallery)
Revenue model (e.g., rich media serving costs)
Standardized content feeds, sizes, etc.
Thank You