Creativity WE LOVE can transform ENGAGEMENT into PERFORMANCE Digital Day 2016, Belgrade, May 25, 2016

Katal in Gecs, Managing Director Hungary 2016 Experience TEN I ten.media

PERFORMANCE MATTERS! BUT HOW?

DEFINE THE GOALS AND KPI’S

EFFICIENCY

MEASUREMENTS

SUPPORT IT WITH PREMIUM AND INTERACTIVE

CONTENT

MEASURE EVERYTHING BUT

USE WHAT IS RELEVANT

GOOD BETTER

BEST

PERFORMANCE CONVERSION

conversion kənˈvəːʃ(ə)n/ noun noun: conversion; noun: conversion rate; plural noun: conversion rates 1. “The point at which a recipient of a marketing message performs a desired

action.” 2. In other words, conversion is simply getting someone to respond to your

call-to-action.

That’s where the ENGAGEMENT starts!

Why WE LOVE ENGAGEMENT?

Converting Passive Ads into Active Engagement Ads in line with ancient Chinese proverb

Source: Brian Kieser, Active Engagement @ resonate.me

Source: Google & Ad Age survey “Brand Engagement In the Participation Age”

How we can translate it into our digital world? A recent YouTube Insights research study says:

“Consumers engage with brands that share their passions and interests, and when the engagement is really strong they become fans. We consider fans to be a brand’s most powerful customers; they’re advocates who are also likely to purchase with regularity.”

...today’s consumers are actively engaged with brands, and that engaged consumers buy more

Source: Google & Ad Age survey “Brand Engagement In the Participation Age”

Source: Independent research Undertone&IPSOS

Full-screen interactive ads delivered 40% higher overall likeability of the ad experience and 35% higher brand affinity than standard display.

Full-screen interactive ads were 78% more likely than standard display to make consumers want to learn more about product/brand.

...creative execution and formats are able to drive likeability

Source: Independent research Undertone&IPSOS

...interactive, full screen solutions can make the action

High impact ads were more likely to drive social sharing and consumer actions beyond the ad click.

Full screen interactive solutions were most successful at improving social network sharing, personal recommendation and shopping behaviours.

Source: Independent research Undertone&IPSOS

...high impact delivers better emotional response, the key driver of decision making

Full-screen takeover ads were 61% more likely to be shared on social networks and 58% more likely to elicit personal recomendation than standard display.

Large-canvas display ads were more effective at driving personal recommendations than social network sharing and 49% more likely to drive personal recommendations than standard display ads.

engagement vs. conversion High impact digital advertising has a power to influence consumer attitudes and behaviours towards brands and their products.

"Repeated interactions that strengthen the emotional, psychological or

physical investment a customer has in a brand".

Source: Interview Richard Sedley

But why do a customers INVEST in a brand?

Brand Adding Value to Audience

Engagement ads should capture and keep the attention of consumer. Consumers are spending more time with ads requiring active consumption through interactions.

Helps me do my job or live my

life

Helps me develop or

learn

Makes me look good

Entertains me!

Helps me select and

use product

Transform ENGAGEMENT to PERFORMANCE Time spent with the brand is a mix of creative elements carefully crafted together.

TEASER INVITATION AD

ENGAGEMENT FULL SCREEN CANVAS

ACTION TRAFFIC TO LANDING PAGE

Time Spent With The Brand

FMCG Portfolio campaign with ambasador video testemonial • PREMIUM CATEGORY • IMAGE COMMUNICATION • PRODUCT LAUNCH • EDUCATION

GOALS • DWELL TIME • INTERACTIONS • SECONDARY CTs TO

WEBSHOP LANDING PAGES

L’Occitane

•

•

•

•

• Termékminta regisztráció

Biotherm

FMCG Product line campaign with integrated web shop and sample registration • PREMIUM CATEGORY • IMAGE COMMUNICATION • PRODUCT LAUNCH • PRODUCT TRIAL • DIRECT PURCHASE IN WEB

SHOP

GOALS • DWELL TIME • INTERACTIONS • REGISTRATION FOR SAMPLE • ONLINE PURCHASE

• OTC kategória

• Imidzs kommunikáció

• Aktiválás/bevonás

• Online promóció

• Dwell time

• Regisztráció

• Hírlevél feliratkozás

Pharmaton

•

•

•

•

• Termékminta regisztráció

PHARMACY Product promotion with game • OTC CATEGORY • IMAGE COMMUNICATION • ACTIVATION THROUGH

GAME AND PWG • DATABASE BUILDING

GOALS • DWELL TIME • JOIN TO THE WINNING GAME • NEWSLETTER SUBSCRIPTION

•

•

•

•

• Dwell time

• Edukáció

Kia

•

•

•

•

• Termékminta regisztráció

AUTOMOTIVE Product promotion engaging video content • MULTIVIDEO CONTENT

DISTRIBUTION • IMAGE COMMUNICATION • PRODUCT INTRODUCTION

GOALS • DWELL TIME • CT TO WEBSITE • INTERACTIVE CREATIVE

•

•

•

•

• Dwell time

• Edukáció

Sony

•

•

•

•

• Termékminta regisztráció

CE/TELEKOM Product introduction through ambasador storytelling • MOBILE SEGMENT • IMAGE COMMUNICATION • PRODUCT LAUNCH WITH

CELEB COOPERATION • ADVERTORIAL

GOALS • DWELL TIME • INTERACTIONS • EDUCATION • SECONDARY CT TO

SUPPLIERS

•

•

•

•

• Dwell time

• Edukáció

MasterCard

•

•

•

•

• Termékminta regisztráció

FINANCE Service campaign with integrated landing page • IMAGE COMMUNICATION • EDUCATION ABOUT

ECOMMERCE • UTILIZE CONTENT

GOALS • DWELL TIME • INTERACTIONS • GENERATE TRAFFIC TO THE

BRAND’S BLOG

So, PERFORMANCE is the destination, but ENGAGEMENT is the journey that matters.

POLAND

poland@ten.media

GERMANY

AUSTRIA

SWITZERLAND

dach@ten.media HUNGARY, REST OF CE

hq@ten.media

SOUTH EASTERN EUROPE

Slovenia, Croatia, Bosnia, Serbia,

Bulgaria

see@ten.media

O Budapest

Warsaw

Munich

O Zagreb O Belgrade

WE DESIGN, CREATE AND DISTRIBUTE IMPACTFUL & MEMORABLE CAMPAIGNS @ EFFECTIVE BUYING MODELS. WE REACH 30+ MILLION CONSUMERS ACROSS 4,000 SITES IN CEE.

Katalin Gecs

Managing Director Hungary

Experience TEN Kft.

+36 70 775 2642

katalin.gecs@ten.media

www.ten.media

THANK YOU