Как управлять медиа в этом неправильном мире

Rasmus Bjurström, chief digital officer в агентстве OMD на Digitale 4.

Transcript

1. INSIGHTS • IDEAS • RESULTS Web: http://omd.com/ / Twitter: @OMD_Sverige / Facebook: http://facebook.com/OMD.Sverige OMD - Digitale
   Managing media in a broken world ! 2013-11-16 Rasmus Bjurström - CDO
2. WHO ARE WE & ME?
3. LINEAR WORLD
6. 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 06:00.07:00# 07:00.08:00# 08:00.09:00# 09:00.10:00# 10:00.11:00# 11:00.12:00# 12:00.13:00# 13:00.14:00# 14:00.15:00# 15:00.16:00# 16:00.17:00# 17:00.18:00# 18:00.19:00# 19:00.20:00# 20:00.21:00# 21:00.22:00# 22:00.23:00# 23:00.00:00# 00:00.01:00# TV/dataspel# Internet#via#mobil# Internet#via#dator# Radio# TV# Magasin/DdskriF# KvällsDdning# MorgonDdning# DAILY CONSUMPTION 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 06:00.07:00# 07:00.08:00# 08:00.09:00# 09:00.10:00# 10:00.11:00# 11:00.12:00# 12:00.13:00# 13:00.14:00# 14:00.15:00# 15:00.16:00# 16:00.17:00# 17:00.18:00# 18:00.19:00# 19:00.20:00# 20:00.21:00# 21:00.22:00# 22:00.23:00# 23:00.00:00# 00:00.01:00# TV/dataspel# Internet#via#mobil# Internet#via#dator# Radio# TV# Magasin/DdskriF# KvällsDdning# MorgonDdning# BORN DURING 1950 BORN DURING 1990
7. MOMENT OF PURCHASE PRODUCT EXPERIENCE ADVOCATE OR DISRESPECT INITIAL CONSIDERATION BRAND SET ACTIVE EVALUATION TRIGGER CONSUMER JOURNEY
8. Insight
 +
 Performance Metrics and KPIs + Context
 Engagement
 Selection
 Approach
 Owned Buzz Assets Virals PR mgmt Paid Earned Gardening Websites Content E-CRM SEO Mobile Social STRATEGIC TRAJECTORY WebTV/OV SEM RTB Display TV PRINT RADIO OMD 2013
9. PAID MEDIA
10. MACRO 2014
12. ONLINE ADVERTISING
13. Consumer browsing the web
 DSP
 DMP
 SSP
 Rubicon GDN
 Appnexus
 RTB OCH PB
14. THE SWEET SPOT CAMPAIGN SITE PACKAGE SITE PURCHASE FLOW
15. RETURN OF THE DATA
16. EARNED MEDIA
17. THE CURATED WEB
18. CONNECTIVITY THE RED BULL STRATOS JUMP 35.477.185 VIEWS ON YOUTUBE 179.798 PURE INTERACTIONS PEPSI MAX - THE TEST DRIVE WITH 39.414.812 VIEWS ON YOUTUBE 182.372 PURE INTERACTIONS
19. NETWORKING YLVIS - THE FOX 224.180.436 VIEWS ON YOUTUBE INCOME SO FAR; 196.520.500 RUB
20. OWNED MEDIA
21. WEARABLES
22. THE INTERNET OF THINGS
23. KEY TAKE AWAYS FAIL FAST DATA BEYOND COOKIES RE-THINK YOUR BUSINESS
24. IKRA http://www.ikraikra.ru/spb/courses/15512/ “MEDIA MANAGEMENT BEYOND MARKETING” 12 & 13 
 DECEMBER
25. Q&A
26. INSIGHTS • IDEAS • RESULTS Web: http://omd.com/ / Twitter: @OMD_Sverige / Facebook: http://facebook.com/OMD.Sverige THANKS! TACK!
    ! 2013-11-16 Rasmus Bjurström - CDO