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Chris NeedhamVP / Digital MarketingFidelity Communications & Advertising
Brand & Advertising
iOS Android
The Great Recession 2007-2009
The Power of GuidanceThe biggest driver of purchase consideration
Source: PI Loyalty Study
‘01 ‘10‘08 ‘09
Financial guide& navigator
Old Way
New Way
Out of home
Interactivity
Digital video everywhere
Contests
Social
Mobile
Efficiency
Direct metrics
Account conversion ratios
New money conversion ratios
Trade conversion ratios
New household conversion ratios
Web (and mobile) Efficiencies
Massive Scale
Standardization
Advanced Targeting
Sophisticated Tagging
Real-time Optimization
Source: Time Inc iPad Owners Panel Survey, March 2011
Back to the iPad
Device of Choice
Source: Time Inc iPad Owners Panel Survey, March 2011
iPad Usage
Most is personal and at home
Source: Time Inc iPad Owners Panel Survey, March 2011
iPad Usage
Entertainment and multi-tasking
2010 iPad Goals
• Advertise out of category
• PR
• Tell bigger stories
• Take advantage of the platform
• Leap & learn
?
May 2010
June, 2010
Summer LearningsGood
• First to market = Good PR
• Solid B+ effort for interactivity, media, and storytelling
• Strong message
• Good internal PR
Challenge
• No visibility into app design
• No links out
• Specs kept changing
• No real-time measurement
• Long development cycle
• 2 ads = 2 production houses
Big Effort Learnings
Challenge
• Daily viewing = real wear out
• App-like complexity in terms of development
• Production house relationship 3
Good
• Really great PR
• Increasing engagement rates
• First backend metrics
• Kinesthetic branding
2011 Tablet Goals
• Integrate into campaigns
• Address scale/wear out
• Focus spend on category
• Expand video story telling
• Explore non-app tablet ads
• Drive revenue
Yahoo! Finance Tap-to-Video Ad
2011 Tablet Advertising to Date
Good
• High engagement = NPS up
• Affordance learning
• Deep production house relationships
• Impact on Web design
Challenges
• Efficiency
• Exclusivity vs. wear out
• Creative isn’t platform unique
• Reporting & measurement
• Spec proliferation
• Trafficking/QA timeframes
• Opportunistic feel to the buy