katie fischer beam path to purchase
DESCRIPTION
TRANSCRIPT
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
2
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.
4
Look familiar?
TV is no longer the primary screen
We use an average of 3 different screen combinations every day
5
6
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
7
• 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
9
Content ad formats are on the rise
10
Spending shifts to content & mobile
11
Think of our consumers
as a TV Network
12
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
13
The time in now
14
