Master Class D: "How to Channel Creativity through New Technology and New Media"
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The document discusses strategies for leveraging technology and new media to enhance creativity and influence consumer behavior in advertising. It emphasizes the significance of understanding audience engagement metrics and brand metrics in driving consumer intent to view content. Additionally, it includes various statistics related to audience sizes and consumer loyalty in the automotive market.
Master Class D: "How to Channel Creativity through New Technology and New Media"
- 1. How to Channel Creativity through New Technology and New Media
- 2. Agenda 12 11 1 10 2 Q/A 9 3 8 4 7 6 5
- 11. Persuasion.
- 12. influence consumers Mia’s behavior
- 13. Advertising.
- 14. clutter
- 15. clutter
- 16. innovation
- 28. FMO
- 29. FMO
- 30. FMO Hello, Spring!
- 31. FMO Proud sponsor of Moms.
- 32. FMO Tonight. 8:00.
- 33. FMO
- 34. FMO
- 35. FMO
- 36. FMO Donate to Chile
- 39. “Roughly 70% - 80% of Y! autos visitors and Y! auto searchers are in- market for a new vehicle – the majority of whom are early in the shopping process, their loyalty still undeveloped”
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
- 50. 551 days no search box.
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- 55. !"##$%&'()$ (#'" (#&" (#%" (#$" !#'" !#&" !#%" !#$" !" (" !" 0 -( -.: (' !" 0 -( -.: (( " (! 0- .: %- !" -( /9 -5 $' !" -( /9 -5 $( !" -( /9 -5 (% !" -( /9 5 ,- !" -( 86 -7 *! "
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
- 58. All Three
- 59. All Three
- 69. Week 1
- 70. Week 2 Audience Comparisons Network Primetime Show Audience Sizes Who Knew? uniques – total Yahoo! browser cookies (Digits) TV data - Nielsen Media Research avg. audience 3/25/10-4/25/10 Live + SD
- 84. Facebook Reachblock A25-54 Video
- 85. Facebook Reachblock A25-54 Video
- 86. Xbox Live "Spotlight" Video Banner
- 87. Target Audience Brand Metrics LIFE Digital campaign drove the most important metric (intent to view) by 8.5% significant increase at 90% confidence significant increase at 80% confidence significant decrease at 90% confidence 1
- 88. Mary Stack Mary_Stack@discovery.com Mitch Spolan mitch@yahoo-inc.com Twitter: mitchspolan