Dead Trees To Digital
- 1. From Dead Trees To Digital Digital Magazine Ads: Why is it the time right to jump in? 10.27.08 Andrew Marc Goldman V.P., Group Planning Director/Solutions Lead RAPP
- 2. timing is everything MEDIA CONVERGENCE: DIGITAL PUBLISHING AND ONLINE ADVERTISING Noise is low, but learnings are high On-demand Consumerscape SM Digital apathy Platform convergence Everyone’s sharing Betas are cool!
- 3. consumer habits SO WHAT? “ Our readers prefer print to pixels. They wont pay for digital” “ We already have assets and existing processes for print” “ It’s too new. We’re waiting to see how consumer adoption trends.” * Consumer Digital Lifestyle Survey, March 2008 PREFERENCE, PRECISION, POTENTIAL! Harrison Group and Zinio*: Top factors that influence digital over paper purchases Access, control, portability, flexibility (sounds on-demand to me!) Email, Chat and social networking remain the top online activities We’ve been perfecting processes and analyzing, targeting, and ‘right-sizing’ advertising on the Web for more than a decade Web access and penetration = exponential scale for content circulation
- 4. consumer habits PARTICIPATION Social Networking platforms allow everyday people to participate in communities larger than their physical neighborhood. Sharing allows us to form communities, or ‘tribes’ of collaborative consumers. Segment: “…a group of homogeneous persons – they share the same characteristics – who are not connected to each other; a segment is not capable of collective action, its members are simple consumers…”* Consumption Tribe: “…a network of heterogeneous persons – in terms of age, sex, income, etc. – who are linked by a shared passion or emotion; a tribe is capable of collective action, its members are not simple consumers, they are also advocates…”* * Source: Cova and Cova; the Handbook of Consumer Psychology, by Haugtvedt, Herr, Kardes, CRC Press, 2008
- 5. branded content and participation A CASE STUDY IN SCALE Gardasil’s “Wall” on Facebook Merck’s viral vaccination for a common cause of Cervical Cancer. A blank wall became a platform for knowledge sharing and expression. 5000 joined the day it launched. Weeks later, 22,000. Today over 55,000 members
- 6. content HIGH-TECH AND BUSINESS NEWS CONTENT ON THE RISE BPA top reported digital titles: Oracle, Eweek, Computer Weekly (Q1-2 2008) Harrison, Zinio Study top-reported digital categories: IT & Computing, Hobby/Spec. Interest, General News & Information Global Audiences Tribal Early Adopters
- 7. logical start LEVERAGE EXISTING ASSETS Online assets exist Ad-serving models exist Data Analytics approaches exist The future of digital media targeting in an on-demand world is being developed right now
- 8. take advantage of today’s leaders CASE STUDY: AD-SERVING AND AD PLAN ANALYSIS Datran Media’s Aperture technology Verified offline demos with millions of online users at the HH level Reporting output can help size demos Type of tool that can sync with general online plans to converge opps for advertisers Example of a platform that is capable of both micro-segmentation (tribal, HH) and macro- segmentation (demo) This is where ad serving IS going. This is one way to find your early adopters! Courtesy, Datran Media, www.datranmedia.com/aperture
- 9. innovate and create AS ON-DEMAND EXPECTATIONS GROW, THE DESIRE TO PARTICIPATE IS STRONG! Beta your magazine! Beta your ads! Beta Community! Adaptive conversations Facebook applications Mobile apps (i.e. iPhone) USE DIRECT MARKETING TO MEASURE ENGAGEMENT Readers: Response rates and clicks Platforms: Time of day, time on site Investment: Cost per impression Experience : Cost per engagement
- 10. timing really is everything IT’S A GOOD TIME TO LEARN. A GOOD TIME TO TEST. Online assets exist … use them for more than just R.O.N. Ad-serving models exist … push technologists! Data Analytics approaches exist … use them to ‘right-size’ buys Integration with digital media plans makes sense in an on-demand world … start slow but steady Talk to your media consultants and create the opportunities for digital publishing.
- 11. Thank you! Andy Goldman E: andy.goldman@rapp.com