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Как управлять медиа в этом неправильном мире
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Digitale
November 16, 2013
Education
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Как управлять медиа в этом неправильном мире
Rasmus Bjurström, chief digital officer в агентстве OMD на Digitale 4.
Digitale
November 16, 2013
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Transcript
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
WHO ARE WE & ME?
LINEAR WORLD
2007
None
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
MOMENT OF PURCHASE PRODUCT EXPERIENCE ADVOCATE OR DISRESPECT INITIAL CONSIDERATION
BRAND SET ACTIVE EVALUATION TRIGGER CONSUMER JOURNEY
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
PAID MEDIA
MACRO 2014
None
ONLINE ADVERTISING
Consumer browsing the web DSP DMP SSP Rubicon GDN Appnexus
RTB OCH PB
THE SWEET SPOT CAMPAIGN SITE PACKAGE SITE PURCHASE FLOW
RETURN OF THE DATA
EARNED MEDIA
THE CURATED WEB
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
NETWORKING YLVIS - THE FOX 224.180.436 VIEWS ON YOUTUBE INCOME
SO FAR; 196.520.500 RUB
OWNED MEDIA
WEARABLES
THE INTERNET OF THINGS
KEY TAKE AWAYS FAIL FAST DATA BEYOND COOKIES RE-THINK YOUR
BUSINESS
IKRA http://www.ikraikra.ru/spb/courses/15512/ “MEDIA MANAGEMENT BEYOND MARKETING” 12 & 13
DECEMBER
Q&A
INSIGHTS • IDEAS • RESULTS Web: http://omd.com/ / Twitter: @OMD_Sverige
/ Facebook: http://facebook.com/OMD.Sverige THANKS! TACK! ! 2013-11-16 Rasmus Bjurström - CDO