The document summarizes the results of several studies that analyzed the impact of online advertising when used in conjunction with other traditional media channels like television, print, radio and outdoor advertising. Some key findings from the studies include:
1) Using online advertising together with television and print for a Dove campaign resulted in lifts of 9.1-46.7% for brand awareness, ad awareness and purchase intent.
2) Adding online to a Canadian Tire campaign with radio led to lifts of 5.8-16.7% for ad awareness, brand favorability and purchase intent.
3) A GM campaign combining online with magazine ads saw lifts of 8-30% for brand awareness and ad awareness, particularly
Video Convergence Powered by Extreme ReachExtreme Reach
Extreme Reach is the only industry platform offering true video convergence for broadcast and digital advertisers. Take a few minutes to go through our presentation to learn more, and see how you can benefit from converging broadcast and digital video advertising.
Each slide contains notes to help clarify slide content. To view this notes while accessing the presentation through slideshare, please scroll down and click "Show Notes for Slide #" which is located below. Otherwise, please save/download the presentation and open it in PowerPoint to view associated notes.
For more information, please contact sales at ExtremeReach dot com.
Mobile Video Advertising Strengthens TV Media InvestmentsSable Mi
Mobile video advertising can be an effective complement to TV advertising by helping brands reach increasingly fragmented audiences and improve return on investment. A study found that supplementing TV ads with mobile video ads increased a brand's reach for target consumers by up to 12.7% and reduced the cost per target rating point by up to 13.7% when 15% of a TV budget was reallocated to mobile. The study also showed diminishing returns for TV-only campaigns that reached over 60-70% of target audiences.
Digital advertising is also called as Internet advertising which holds internet technologies to deliver promotional advertisements to the consumers that are delivered through email, social media websites, advertising on search engines, banner ads on mobile or Web sites, affiliates programs etc.
Mobile is transforming consumer behavior more than any other technology. It is becoming ubiquitous with nearly everyone expected to have a smartphone by 2020. Mobile provides marketers a unique opportunity to engage consumers in a very personal way. Research by the Mobile Marketing Association (MMA) found that optimizing mobile marketing campaigns and allocating 12-20% of budgets to mobile can increase overall campaign performance by 7-60%, depending on the campaign and location. As smartphone adoption increases, the portion of marketing budgets allocated to mobile is also expected to increase from 15-20% currently to 20-30%. Mobile represents a significant opportunity for marketers but must be done right to realize its full benefits.
This document provides a summary of online advertising spend in Europe in 2016. Some key points:
- Total online ad spend in Europe grew 12.3% to €41.9 billion in 2016, with display format growing the fastest at 15.6%.
- The top 10 markets accounted for 77.7% of total spend, led by the UK with €14.2 billion, more than double the next largest, Germany.
- Growth was strongest in smaller Central and Eastern European markets like Romania, Slovenia and Ireland, while Western European markets saw more modest single-digit growth.
- Mobile advertising continued to rise rapidly, accounting for one-third of search spending and nearly one-quarter of display
This document summarizes the results of a research study on the influence of an online marketing campaign in Canada. The study found that:
1) Online advertising alone can impact message association but TV strengthens future purchase intent.
2) Radio helps online driving awareness of online ads while online helps TV enhance brand perceptions.
3) When combined, online supports radio in strengthening the overall marketing campaign.
Nielsen IAG Microsoft Vvideo Effectiveness Report_2011Brian Crotty
Online video advertising outperforms television advertising across many metrics and categories. According to a Nielsen study, online video ads saw significantly higher rates of message recall, brand recall, and likeability compared to television ads alone. The study also found that combining online video and television advertising led to improved recall and perceptions over television advertising alone. Additionally, repurposing television ads for online video generally performed as well as creating original online video ads. Certain categories, such as automotive and retail, saw particularly strong performance from online video versus television.
Cinema is an effective medium for building brands according to research from Millward Brown. Their analysis of over 180 European cross-media studies showed that cinema contributes strongly to brand awareness, love, differentiation, consideration, and recommendations. Specifically, cinema is one of the most impactful channels for creating brand salience and driving brand consideration. It also helps deliver brand love and difference more efficiently than many other media. Overall, cinema is found to be one of the most efficient drivers of key brand metrics, highlighting its role in creating powerful brands.
The document discusses how mobile connectivity is changing brand marketing to consumers. It finds that consumers, especially younger generations, are spending more time on their smartphones and tablets than desktop computers or TV. As a result, brands are changing their marketing strategies to focus more on mobile platforms. The document presents research showing that integrated multi-screen campaigns across TV and digital are more effective than campaigns using individual channels alone. It recommends that brands mobilize their owned media, include mobile advertising in all plans, and experiment with new forms of mobile connected marketing to leverage the opportunities of mobile and avoid falling behind competitors.
The document discusses interactive advertising opportunities on ITV platforms. It notes that 80% of UK homes now watch digital TV and audiences are becoming more engaged with interactive content. The objectives are to offer relevant advertising to suit client goals, increase brand touchpoints with viewers, and provide more engaging content. Options discussed include video on demand, web 2.0, mobile, and interactive TV ads ranging from simple graphics to immersive brand experiences. Case studies demonstrate high recall and interaction rates for campaigns.
1. Advertising spend is experiencing its biggest decline in history while online advertising revenue is also decreasing.
2. The study examines the impact of various communication channels, including traditional (TV, print, radio) and online (display ads, search ads) on key metrics like registrations and sales for an online social network.
3. The results show that TV advertising has the strongest impact on the social network's registrations and sales, more so than other traditional or online channels, demonstrating that traditional media can enhance new media for an online brand.
The BrandAds Oscars Ad Effectiveness Study was conducted across Internet-connected devices via the proprietary software platform, BrandAds Bridge, and included 38,369 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group, those who did not watch the Oscars and by the separate exposed group after they had watched the Oscars.
The document discusses the evolution of digital television and interactive advertising. It provides examples of several firsts achieved by the agency in digital TV campaigns and interactive video experiences. It also highlights research findings that interactive ads lead to increased purchase intent, brand appeal and word of mouth compared to traditional TV ads.
This document discusses Sky's embrace of interactive television in the UK and provides examples of interactive advertising campaigns on Sky platforms. It analyzes the results of various interactive ad campaigns across categories and finds that alcohol, FMCG, sportswear, and other categories had high levels of interactions. The document also discusses future directions for interactive TV, including Anytime TV and viewer-created ad messages.
Viewability: Una mirada desde la perspectiva de comScore, mayo 2014IAB México
- comScore provides digital measurement and analytics services using a panel of 2 million people and census-level measurement of 1 million digital domains.
- It has a history of innovation in digital audience measurement, including tools for measuring video, mobile, and cross-platform behavior.
- The document discusses how comScore can provide benchmarks and transparency around key metrics like in-target delivery rates, viewability rates, and targeting efficiency to help advertisers better understand digital campaign performance.
Survata & Alphonso Webinar | TV Trends During COVID-19 | May 20, 2020chriskelly
This document analyzes TV viewing trends during the COVID-19 pandemic based on data from over 15 million US households. It finds that overall TV viewership increased significantly, with the number of "heavy" viewers watching over 20 hours a week rising from 26% to 54%. Cable news viewership remains elevated while streaming has leveled off after an initial surge. Younger viewers are watching more comedy and drama, while older viewers prefer news and documentaries. Some brands have seen improved perceptions through COVID-related ads by showing how they are adapting, though there is a risk of looking insensitive. Precision targeting of shifting consumption patterns presents opportunities for brands.
This document provides an overview of the STARS reservoir simulation software from CMG. STARS can accurately model various thermal and enhanced oil recovery processes at multiple scales from core floods to field-scale. It allows users to optimize field development plans, model complex wellbore designs, simulate formation of emulsions and foams, and predict asphaltene precipitation. STARS remains the industry standard for simulating thermal recovery processes like SAGD and steamflooding as well as chemical EOR processes through its robust reaction kinetics and ability to mechanistically model physical processes.
CMG 2012 - Tuning where it matters - Gerry TuddenhamRodrigo Campos
The document summarizes a case study on tuning software costs for a large international bank. It describes how the consultant analyzed the client's workload profile, identified areas of high resource consumption like a CICS region with high RACF overhead, and made recommendations such as reducing security checks and spreading batch jobs to off-peak hours to lower software bills. Modeling showed how rescheduling backups could save an additional 20% of batch costs.
Tight oil, also called light tight oil, refers to oil trapped in low-porosity shale or siltstone formations located deep underground. Horizontal drilling and hydraulic fracturing are used to extract the tightly locked oil. These formations have very low permeability and porosity and require advanced drilling techniques. North American tight oil production has grown significantly since 2005 using these methods, contributing to reduced oil imports. Future global production from shale is estimated to remain high through 2050 as more regions develop their shale resources.
Apresentação de Victor Manuel Salazar Araque, da Computer Modelling Group, durante o evento promovido pelo Sistema FIEB, Fundamentos da Exploração e Produção de Não Convencionais: a Experiência Canadense.
The document summarizes a simulation study on the effects of well spacing, permeability anisotropy, and the Palmer and Mansoori model on coalbed methane production. The study used a dual-porosity simulation model to analyze gas production from a single coal seam under different well spacing and configurations. It found that closer well spacing increased production rates and recovery. Placing wells along the direction of higher permeability in anisotropic reservoirs also improved recovery. The Palmer and Mansoori model, which accounts for matrix shrinkage and cleat compression, impacted predicted production rates and should be considered in coalbed methane simulations.
This document discusses tight reservoirs, which are reservoirs with very low permeability (less than 0.1 mD) and porosity (less than 10%). It defines tight gas reservoirs, tight oil reservoirs, and the characteristic properties of tight reservoirs, such as low porosity and permeability. It also discusses the importance of logging, factors to consider for tight reservoirs like geologic and reservoir properties, and techniques used to produce from tight reservoirs, including hydraulic fracturing and horizontal drilling. Tight reservoirs account for a large portion of remaining oil and gas reserves and require advanced drilling and completion techniques to produce economically.
The document discusses new technologies applied to develop tight hydrocarbon reservoirs in the Cambay Basin of India. Specifically, it details the application of horizontal drilling, multistage fracturing, and microseismic monitoring in a well in the Cambay Field. This well is expected to produce 300,000-500,000 m3/d of gas, compared to typical production of 30,000-50,000 m3/d from vertical wells. These new technologies could also be applied in other Indian basins containing tight reservoirs to help meet the country's growing energy demand.
The document discusses shale oil and gas, focusing on unconventional reservoirs like the Eagle Ford and Bakken shales. It provides details on:
1) How shale formations were deposited in anoxic marine environments and matured over time to generate oil and gas from organic-rich source rocks.
2) Technological advances like horizontal drilling and hydraulic fracturing that made extraction of shale oil and gas economically viable.
3) Key properties that make shales good targets, like total organic carbon content and thermal maturity levels in the oil and gas windows.
4) Major shale oil and gas plays in the US like the Eagle Ford and Bakken, their geologic settings, production characteristics influenced by maturity
RESERVOIRS IN DEVELOPMENT OF UNCONVENTIONAL PAKISTANnight seem
The document discusses Pakistan's unconventional energy resources like tight gas reservoirs, shale gas, and coal bed methane. It notes that these resources could help meet Pakistan's growing energy needs. Unconventional reservoirs are estimated to hold over 200 trillion cubic feet of natural gas. The development of these reservoirs provides challenges but is economically viable given current gas prices. An integrated approach involving exploration companies, service providers, industries, and the government is needed to successfully develop Pakistan's unconventional energy resources.
This document provides instructions for building, running, and analyzing a "black oil" reservoir simulation model using CMG's BUILDER and IMEX software. It describes how to create the simulation grid, assign properties, incorporate well trajectories and production data, run the simulation, and review the results. Key steps include creating PVT data, relative permeability curves, well events, constraints, and restart files. The tutorial also demonstrates how to add an aquifer model and analyze simulation output graphs to history match production data and make predictions.
The document describes a reservoir simulation project involving history matching of an oil reservoir with multiple producers and injectors. 10 different simulation trials were run to match historical production data from 4 key wells by adjusting transmissibility multipliers in different regions of the reservoir model. The best results were achieved in trial 6, where transmissibility was increased in two areas and changed near the main injectors, successfully matching the production of the most important well while having limited effect on other wells. However, fully history matching all 4 wells proved challenging.
This document outlines the steps in a Petrel course, including loading seismic data, well data like trajectories and logs, creating synthetic seismograms, picking horizons in the time domain, applying seismic attributes, converting horizons to depth using well data, and exporting maps of depth surfaces. The horizon picking was noted to be for practice only.
This document discusses unconventional reservoirs and shale gas. It begins with defining unconventional resources as hydrocarbon reservoirs with low permeability and porosity that are difficult to produce. Shale gas is then introduced as natural gas trapped in shale formations. The document outlines a roadmap for identifying and developing shale plays, including geological, geophysical, geochemical, and geomechanical approaches. Key factors like total organic carbon content, thermal maturity, and brittleness are examined. The concept of a "sweet spot" is introduced as the most prospective volumes within a shale play, characterized by properties like thickness and permeability. The document concludes with thanking the audience.
CMG provides three reservoir simulation software packages: IMEX, GEM, and STARS. IMEX is a black oil simulator used for conventional reservoirs. GEM is a compositional simulator that can model complex fluid behavior, including processes where inter-phase mass transfer is important. STARS is an advanced simulator used for thermal modeling and complex reactions. It is the industry standard for modeling chemical EOR processes, including polymer flooding, low salinity flooding, and microbial EOR. CMG has extensive experience using STARS to model H2S bacterial souring through history matching and forecasting. Reservoir engineers can choose the appropriate CMG simulator based on the reservoir fluids and recovery process being modeled.
Petrel course Module_1: Import data and management, make simple surfacesMarc Diviu Franco
This document outlines an introduction course to Petrel software. It covers 5 modules: 1) Loading and editing data, 2) Digital mapping, 3) Surface reconstruction and editing, 4) Fault modeling, and 5) Facies modeling. The course will teach important Petrel functions like surface reconstruction, property modeling between horizons, and making grids and horizons. It provides examples of specific tasks like importing elevation data, draping maps, digitizing polygons for mapping, and modeling zones between reconstructed surfaces.
This document summarizes the process of reservoir modeling and simulation for the Saldanadi Gas Field in Bangladesh using Petrel 2009.1.1 and FrontSim software. The workflow includes collecting seismic, well, and production data; interpreting horizons and faults from seismic lines; developing structural and stratigraphic models; modeling properties; simulating initial conditions and production; and history matching simulation results to field data. The objectives are to better understand reservoir characteristics, locate new wells, and forecast production and investment needs to further develop the field.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
How to Optimize for Brand Effectiveness: Before & During Your CampaignExtreme Reach
Gathered from audience studies across digital and TV media, these insights will help you learn how to optimize your video campaigns for maximum brand effectiveness before they launch and while they're still running.
Insight Address: "Cross-Media Marketing Synergies: Spreading Dollars Across C...iMedia Connection
iMedia Brand Summit - Sept 2010
With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising.
comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.
Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.
This document summarizes a case study measuring the sales impact of a TV and digital advertising campaign for a food brand. Key findings include:
- Households exposed to both TV and digital ads saw the highest sales lift of 10%.
- Targeting zones with high category purchasing indexes, coupled with TV and digital exposure, was the most effective at driving sales.
- TV brought in new customers, while digital secured more sales from existing customers. The optimal advertising frequency was 7-10 impressions.
- The campaign achieved a 10% overall sales uplift, validating that TV's impact on sales can be quantified when using precise targeting and measurement.
Online advertising can be an effective way for CPG companies to promote their brands and products. Search advertising is particularly useful for influencing consumers during the purchase process, while display advertising provides greater reach than search for communicating prices and promotions. The inclusion of online video, such as on long-form TV sites, allows CPG companies to build their brands in a cost-effective manner comparable to television. Research shows integrated campaigns using search, display, video, and television can achieve higher reach and sales lifts than individual online or offline channels alone.
Online advertising can be an effective way for CPG companies to promote their brands and products. Search advertising is particularly useful for influencing consumers during the purchase process, while display advertising provides greater reach than print for communicating prices and promotions. The inclusion of video is important to build brands online, as online video viewing is substantial and growing rapidly. Research shows that combining online and offline advertising, such as with search, display, video, and television, can maximize both reach and sales lift in an integrated marketing campaign.
The study analyzed 18 months of media spending and transaction data from 21 brands to evaluate the return on investment (ROI) of 116 campaigns across different media channels. On average, media spending resulted in a 15% increase in sales or inquiries, with radio delivering the highest average ROI at 17%. The strongest combination was radio and online advertising, yielding a 23% average increase. While results varied, radio consistently produced a positive ROI ranging from 1-64%. The study provides brands with evidence to inform media channel selection and mix.
Nielsen's maximizing digital roi bootcamp presentationMasha Geller
The American public is consuming more video content across various platforms each month. On average, Americans now consume 224 hours of content per month on TVs, computers, and mobile devices, an increase of 7 hours from the previous year. Mobile devices and digital platforms experienced the highest growth in consumption. As more devices become connected, the number of connected devices is expected to increase dramatically by 2020. However, measuring the effectiveness of advertising on new platforms like mobile remains a challenge due to issues with accuracy, frequency of impressions, and comparability of metrics across platforms. Nielsen is working to address these challenges and better understand cross-platform reach and effectiveness of advertising.
The document discusses a study measuring the impact of multi-screen advertising using TV and internet for a major entertainment/film brand. The study found that 1) exposure to both TV and internet advertising had a greater impact on website visitation than either medium alone, 2) more recent exposures had the greatest impact, and 3) target consumers had a greater response than non-target consumers. The study was able to quantify "media equivalencies" and found that 5 internet-only exposures had the equivalent impact of 1 TV-only exposure. Using both TV and internet advertising combined was found to be more powerful than either medium alone for the case study brand.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
The vCE Charter Study found that on average 31% of digital display ads across 18 campaigns were not in-view, meaning they had no opportunity to be seen. In-view rates varied significantly both across campaigns (ranging from 55% to 93% in-view) and sites (ranging from 7% to 100% in-view). While targeting basic demographics generally achieved audience delivery goals, targeting behavioral segments showed stronger potential, with some campaigns achieving 67% of impressions to the target behavioral audience. The study also found that 72% of campaigns had some impressions on sites with objectionable content, and 0.16% of impressions on average were fraudulent. However, ad pricing did not correlate with in-view rates or audience targeting
This deck introduces the ABX ad testing system, a paradigm shift in how companies can evaluate their paid and pre-test media. Their model conforms to the rules of faster, cheaper, deeper and better.
The document discusses how click-through rates are not an effective measure of the branding impact of online advertising. It reports that 84% of internet users do not click on any ads in a month and click-through rates on individual campaigns are as low as 0.1%. Instead, the document advocates measuring changes in consumer behaviors like website visits and trademark searches after ad exposure to better understand branding impact. It summarizes various studies that found online display ads can significantly increase these behaviors even with minimal clicks.
Role of Digital in Media Mix: Understanding Digital Marketing and Getting it ...Capgemini
Why digital media matters
Capgemini Consulting conducted a joint study with Havas Media seeking to highlight some of the proven results of digital media, as well as its contribution to a multimedia plan.
In this paper, we highlight why marketers must pay close attention to digital media and how it can help them achieve higher ROI by complementing traditional advertising. We conclude with a set of actionable recommendations on getting digital marketing right.
comScore provides cross-platform audience and advertising measurement solutions. Its products integrate various data sources to meet industry needs such as measuring unduplicated audience reach, advertising effectiveness, and invalid traffic. comScore collects over 1.7 trillion digital interactions per month from a variety of panels and census-level data to provide precise, large-scale insights. The document discusses trends in digital media consumption and advertising, including the importance of measuring across devices and platforms to understand total audience reach and the superior effectiveness of targeted mobile ads compared to desktop. It emphasizes the need for viewability, brand safety and invalid traffic measurement for programmatic advertising.
Measuring the Effectiveness of Online Advertising: Lessons LearnedCom score ...Adheaven.net
This document discusses measuring the effectiveness of online advertising and lessons learned. It finds that clicks are a misleading metric and don't reflect brand building effects. Continuous behavioral panels that don't rely on cookies are presented as a solution to more accurately measure advertising effectiveness. The document also discusses how online advertising can increase site visits and lift retail sales, both online and offline, even with minimal clicks. It emphasizes that the strength of creative is a major driver of advertising impact.
This document provides an overview of LinkedIn and how to use it effectively. It discusses what LinkedIn is, how to set up an account and basic functions like posting, connecting, and searching. It also covers more advanced topics like customizing your profile, linking to other social platforms, using LinkedIn as a CRM tool, and finding groups of like-minded people. The key takeaways are to use engaging visuals when posting, search by location to find relevant connections, and give endorsements and recommendations to others to foster reciprocity on the platform.
The traditional media sales team model focuses on selling available ad space today, asking for anecdotal feedback on campaign performance, and upselling customers. The modern media sales team model identifies key performance indicators, collects customer data, measures consumer behavior in segments, designs custom client programs to meet goals, and optimizes programs through flexibility and a shared goal between clients and project teams.
Stand Out! How to quit cold calling and use social media for B2B salesMarc Binkley
This document contains the results analysis and insights from a two-year experiment comparing the effects and ROI of cold calling to social media prospecting.
Questions?
Reach me @marcbinkley or marc at sleepingbarber.com
This document outlines three gears for building a charismatic brand: promise value to customers, consistently deliver delightful experiences, and listen to customers' feedback to adjust experiences as needed.
2013 Self-directed Learning Project In Brand GrowthMarc Binkley
Marc Binkley designed a self-directed learning project over 12 months to develop a new sales and marketing model. The project involved reading 2 books per month on topics like consumer behavior, strategy, branding, marketing, sales and innovation. Marc would apply the concepts by blogging, creating videos, participating in online discussions and testing $100 in digital marketing. The goal was to identify patterns and develop a proprietary and effective business model through this experiential learning process.
This document discusses four key parts of innovation:
1) Choosing methods like crowdsourcing or internal innovation time to generate new ideas.
2) Evaluating ideas using matrices to assess their potential and edit out weak concepts.
3) Minimizing risk of promising but uncertain ideas through staged testing and small pilots.
4) Creating sustainable innovation by measuring idea generation and ensuring a constant pipeline of concepts to explore and bring to market over time. Regular measurement helps drive continuous innovation.
The document outlines a process for sustainable business growth over time that begins with concept creation and moves through concept development, market development, business optimization, and re-inventing and exploring new opportunities for further growth before harvesting and exploiting existing areas of business.
The Wanamaker Dilemma is a very real problem for most marketers. Here I answer the most common issues related to solving this dilemma. I'd love your feedback @marcbinkley or via my blog at blog.marcbinkley.ca
The document outlines a 3-step workshop on branding:
Step 1 provides a 30-minute overview of branding and marketing concepts, and framework for collaboration.
Step 2 involves participants filling out brand squares to analyze their brand message, crafting an emotional brand message, and presenting a brand vision.
Step 3 is about developing an engagement plan, mapping touchpoints to tell their story, scheduling marketing duties, and delivering consistent content across channels.
How to Organize a Six Thinking Hats MeetingMarc Binkley
The document outlines the steps to organize a Six Thinking Hats meeting. It describes assigning roles like a leader, timekeeper, and scribe. The meeting would focus discussion on different approaches, assigning a colored hat to each. For example, starting with Blue to plan the meeting, then Red for opinions, Yellow and Green for ideas, White for facts, and Black for criticisms. The goal is to have a collaborative discussion by deliberately focusing on one approach at a time.
Winning the battle for consumer attentionMarc Binkley
Consumers now have more media choices than ever which fragments their attention across many platforms. Marketers must understand how consumers allocate their time and attention in order to effectively reach them. New data and analytics can help marketers identify the most relevant media channels and content to maximize the impact of their campaigns in this new fragmented media landscape.
This document summarizes 12 practical business lessons from social psychology research. It discusses concepts like the foot-in-the-door phenomenon, where agreeing to a small request makes one more likely to agree to a larger request later. It also covers the door-in-the-face technique, where an unreasonable initial request makes a subsequent, reasonable request seem smaller by comparison. Finally, it discusses factors like primacy and recency effects in recall, cognitive dissonance in changing attitudes to match behaviors, and the importance of perceived expertise and trustworthiness when persuading others.
The document discusses strategies for radio stations and advertising executives to prove the effectiveness of radio advertising. It suggests running targeted radio ad campaigns for clients and having them survey customers about where they heard about the business to show that radio works. It also proposes allowing local radio managers to use 5% of ad time to promote local events and businesses in order to demonstrate radio's ability to support the community and local economy.
Winning the battle for consumer attentionMarc Binkley
Consumers now have more media choices than ever which fragments their attention across many platforms. Marketers must understand how consumers allocate their time and attention in order to effectively reach them. New data and analytics can help marketers identify the most relevant media choices and content to maximize the impact of their campaigns in this new fragmented media landscape.
According to a 2011 survey, 20 million Canadians over 13 had mobile subscriptions, with 6.5 million (33%) owning smartphones. Smartphone owners tended to be males aged 24-54 with household incomes over $75,000, primarily living in Ontario, though all regions were represented.
2011 Calgary Radio media kit for JACK, LITEMarc Binkley
Over 1 million Calgarians are exposed to one of The Calgary Radio Group's stations each week. Radio is an effective advertising medium because it can deliver the right message to large numbers of people cost-effectively. Recent studies found that adults spend over 1.5 hours daily listening to radio on average.
This is a presentation I gave yesterday to the Calgary Marketing Meetup Group.
I'm not sure how to make these videos active on Slideshare, if anyone has advice, I'd appreciate it.
The document discusses methods used by various companies to foster innovation through employee idea generation. It describes how IBM allows select employees freedom from constraints to come up with new ideas. Atlassian allows all employees to work on their own ideas one day per quarter. Google encourages engineers to spend 20% of their time on self-directed projects, which has led to services like Gmail and Google News. The document then presents a five step system—"Soil, Seed, Water, Prune, Blossom"—for harvesting ideas from employees and provides tips for facilitating discussion rounds to generate ideas.
Calgary Radio Group Media Kit - June 2010Marc Binkley
Over 1 million Calgarians are exposed to one of The Calgary Radio Group's stations each week. Radio is an effective advertising medium because it can deliver targeted messages to large audiences at low cost. Canadians spend over 2 hours daily listening to radio on average. The document then provides demographic profiles of listeners for several of The Calgary Radio Group's radio stations, including gender, age, income, education, and occupation breakdowns. It also gives visit statistics for the stations' websites and monthly audio streams.
As the world spins on its axis, the constant ebb and flow of current events, technological advancements, and social trends shape our daily lives. Here are the top five predictions for today that are set to influence various facets of our global society:
1. AI Integration in Daily Life
Artificial Intelligence (AI) continues to embed itself deeper into our everyday routines. Today, expect to see more AI-driven solutions in sectors like healthcare, finance, and education. Personalized learning experiences powered by AI algorithms are becoming mainstream, while in healthcare, AI is aiding in early diagnosis and personalized treatment plans. Financial institutions are increasingly relying on AI for fraud detection and customer service automation.
2. Stock Market Fluctuations Amid Economic Uncertainty
The stock market remains a rollercoaster, reflecting global economic uncertainties. Inflation concerns, geopolitical tensions, and shifting monetary policies are likely to cause significant fluctuations. Investors should brace for a volatile day as markets react to new economic data and policy announcements. Keep an eye on tech stocks, which are particularly sensitive to changes in interest rates and investor sentiment.
3. Climate Action and Environmental Policies
With climate change becoming an ever-pressing issue, today's headlines will likely feature significant climate action. Governments and organizations are set to announce new policies and initiatives aimed at reducing carbon footprints and promoting sustainable practices. From renewable energy investments to stricter emission regulations, these efforts are critical in the global fight against climate change.
4. Breakthroughs in Medical Research
The field of medical research is on the cusp of several groundbreaking discoveries. Today, we anticipate announcements of advancements in treatments for chronic diseases such as cancer, diabetes, and neurodegenerative disorders. Innovative therapies, including gene editing and personalized medicine, are set to offer new hope for patients worldwide. These breakthroughs not only promise to improve health outcomes but also to revolutionize medical practices.
5. Social Media Trends and Digital Influences
Social media platforms continue to shape public opinion and cultural trends. Today, expect new viral challenges, influencer endorsements, and social justice movements gaining traction online. With platforms like TikTok and Instagram driving much of the digital conversation, brands and public figures will leverage these channels to connect with audiences and promote their messages. Be prepared for a flood of new content that could spark debates and inspire collective action.
As these predictions unfold, they will undoubtedly impact various aspects of our lives. Staying informed and adaptable is key to navigating the rapid changes in today's dynamic world.
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...grouphirani24
Structural engineering forms the bedrock of resilient communities, especially in the face of natural disasters and unforeseen crises. At Hirani Group, our commitment to excellence in structural engineering services is rooted in the belief that robust infrastructure is fundamental to disaster preparedness and long-term resilience. Our team of dedicated professionals specializes in both residential and commercial structural engineering services, ensuring that every project is fortified against potential hazards and stands the test of time. In today’s unpredictable world, the role of structural engineering in disaster preparedness cannot be overstated.
Cracking the Corporate Social Responsibilty Code.pptxWorkforce Group
Corporate Social Responsibility (CSR) has evolved from a nice-to-have to a strategic imperative for businesses aiming for long-term success. Understanding and implementing effective CSR strategies can transform your organisation’s relationship with stakeholders, enhance its reputation, and contribute to its financial performance.
Implementing effective CSR strategies involves more than just philanthropic efforts; it requires a comprehensive understanding of your company's role in the community and the environment.
So, how do you approach Corporate Social Responsibility (CSR)?
In this deck you will learn the underlying concept of an effective Corporate Social Responsibility (CSR) strategy.
You’ll also learn
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5. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
6. % Composition of Future Prospects by Media Exposure Base : Total sample Attracting New Users Through Online Actual figures and prospect definition not shown to maintain confidentiality
7. Key Metric Strengths Among Target Market Index – Target Market vs. Total Sample (100) Identifying Areas For Improvement Strength amongst target Opportunity for Improvement
8. Impact of Online Advertising Index – Exposed vs. Control (100) Base : Total sample On Its Own, Online Impacts Message Association Significant difference vs. control
9. Future Purchase Intent – Red Bull Index vs. Pre-wave (100 ) Base : 18 to 34 year olds Significant difference vs. control TV Strengthens Future Purchase Intent
10. Aided Online Advertising Awareness – Red Bull Index vs. Pre-wave (100 ) Base : 18 to 34 year olds Significant difference vs. control Radio Helps Online Drive Awareness of Online Ads
11. Significant difference vs. control Online Helps TV Enhance Brand Perceptions Impact on Brand Equity Statement – Red Bull Index vs. Pre-wave (100 ) Base : Energy Drink Users
12. Online Supports Radio In Strengthening The Campaign Significant difference vs. control
13. As frequency increases Increased Online Frequency Drove Mentions Further Significant difference vs. control Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100 )
14. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
15. Rich Media Vs. Standard Ad Units Index: Impact from Rich Media vs. Standard Units Standard Unit index = 100 Indicates a significant difference at a 90% confidence level
16. Potential Change in Aided Advertising Awareness due to a $100,000 increase in… (Index vs. Actual Aided Advertising Awareness)
17. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
18. During Canada’s busy RSP buying season (Jan.-Mar. 2005), AIM Trimark employed a multi-media brand-building campaign that included TV, Print and Online advertising. The campaign was initiated to increase awareness and favourability of the brand. A Cross Media Optimization Study (CMOST) was conducted by the Interactive Advertising Bureau of Canada to assist AIM Trimark in gaining insight into the synergistic effects between Online and traditional media activities such as TV and Print.
19. The addition of Online to the Media Mix increased Purchase Intent by a full 18 points, showing Online has the potential to drive sales and impact advertiser’s bottom lines
20. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
22. Unilever wanted to quantify the impact of the cross-platform marketing campaign for Dove Sensitive Essentials. A multimedia campaign was run that included: TV Online Print Outdoor Main Target: Women 18-49 with sensitive facial skin.
23. Web + TV + Print VS. TV Only Further, the media were complementary in reaching across the wider demographic target *The forthcoming results of the econometrics work should help us understand the ROI by medium, given the vastly different levels of investment in this case (Online was by far the smallest spend) Total Sample 9.1% Lift in Aided Brand Awareness 32.3% Lift in Aided Ad Awareness 46.7% Lift in Purchase Intent Target Group 16.3% Lift in Aided Brand Awareness 33.4% Lift in Aided Ad Awareness An average of 15.6% Lift in key Attribute Statements
24. Aided Brand Awareness Total Sample Indexed Vs. Control (index: Control=100) With The Total Sample Online Only was As Effective As TV Only +9.1% Aided Brand Awareness Target Group Indexed Vs. Target Group Control (index: Target Control=100) +16.3%
25. While Both Outdoor or Online (in addition to print) had similar effects – Outdoor spend FAR EXCEEDED Online spend +32.3% +33.4% Aided Advertising Awareness Total Sample Indexed Vs. Control (index: Control=100) Aided Advertising Awareness Target Group Indexed Vs. Target Group Control (index: Target Control=100)
26. Purchase Intent Total Sample Indexed Vs. Control (index: Control=100) “ Online Only” Had More Impact on Purchase Intent Than “TV Only” +46.7% Control = 100 While Both Outdoor or Online (in addition to Print) had similar effects… Outdoor spend FAR EXCEEDED Online spend
27. Attribute Scores Total Sample Indexed Vs. Control (index: Control=100) Online had more impact with the Target Market than with the Total Population Sample TV + Print + Outdoor TV + Print + Online TV Only Online Only Attribute Scores Target Group Indexed Vs. Control (index: Control=100)
28. % Age Distribution By Exposure Internet Skewed Younger Than T.V. The Effect of Both Mediums Together is Complementary, allowing for a slightly younger reach (considering low Online spend levels)
29. Econometric modeling produces a mathematical model representing actual media spend and the target outcome (Aided Advertising Awareness). - The resulting model is used as the basis of a Scenario (what if) analysis. A Scenario (what if) analysis is used to measure the impact of various spending mix options for the purpose identifying the optimal media mix - The optimal media mix is one which produces the greatest level of Aided Advertising Awareness for the allocated budget The media mix that maximizes ROI is derived via a series of analyses consisting of the following steps: New Insights from Econometrics Analysis
30. Maximized Aided Advertising Awareness A shift in spending towards Online from TV and OOH would have potentially increased Aided Advertising Awareness from 49% to 52% Media Mix Scenario Analysis
31. Relationship between Advertising Expenditure and Aided Advertising Awareness The Online channel is more sensitive to changes in spending levels than the other media channels Online OOH TV Magazine Impact of a $100,000 increase in spending by Channel
32. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
34. Canadian Tire ran a campaign focused around Father’s Day comprising two themes: A promotional contest Certain price promotional features A multimedia campaign was run during a two week period: Radio (30 second spots) Online Flyers (national drop and e-flyer) Support on the canadiantire.ca site Main Target: Adults 25-54
35. Web + Radio VS. Radio Only Women had a better recall to the online advertising compared to radio which resonated with men Further, Comscore data showed increases in the CanadianTire.ca website activity – particularly among women Females 16.7 % Lift in Unaided Advertising Awareness 5.9% Lift in Brand Favourability Total Sample 5.8% Lift in Aided Advertising Awareness: +7.5% among English speaking respondents An average Lift of 8.4% across the Key Attribute Statements shown in this case study
36. The addition of Online with Radio produced the largest overall increase This was accentuated even more among English speaking respondents +5.8% +7.5% Control = 100
37. Canadian Tire Brand Attribute Scores - Total Sample Index. Vs. Control Control=100 83 101 101 99 98 105 103 104 106 111 113 114 Key Attribute D Key Attribute C Key Attribute B Key Attribute A The combination of Radio and Online produced significant increases across the majority of relevant Brand Attributes. +9.6% +9.4% +5.9% +8.6% Control = 100 Web + Radio Radio Only Web Only
38. The combination of Online and Radio was particularly effective against women. The campaign resonated with females, but had messaging that was relevant to the total adult market. +16.7% +5.9% Control = 100
39. The campaign was effective in driving website traffic, to the highest % of total internet unique visitors in 2 years Source: Mediametrix Comscore Data
40. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
43. GM was promoting the introduction of a new model of SUV, the Envoy “XUV” (which has a special retractable roof). GM ran a multimedia campaign with: TV Magazine (heavy & targeted) Online Out of Home (in a few key selected markets only)
44. TV + Magazine + Web together VS. TV + Magazine O nly Econometric Modeling Results: The Internet medium had a straight-line relationship between media weight and ad awareness The other mediums showed diminishing returns curves Total Sample 8% Lift in Aided Brand Awareness 16% Lift in Aided Advertising Awareness –24% Lift if they were exposed 4+ times to the Web “ Those Consumers Who Were In The Market For A Vehicle” 11% Lift in Aided Brand Awareness 30 % Lift Aided Advertising Awareness
45. Online impacted Aided Brand Awareness for the Total Sample (+8%) But had even more impact with those who were actually in the market for a vehicle (+11%) Control = 100 Total Sample Index Vs. Control “ In Market Group” Index Vs. Control Aided Brand Awareness +11% +8%
46. We see that the addition of Web increased Advertising Awareness by 16% for the Total sample and 30% for the “In-Market Group” Control = 100 Total Sample Index Vs. Control “ In Market Group” Index Vs. Control Aided Advertising Awareness +16% +30%
47. Future Campaigns should consider distributing media weights across mediums Magazine, OOH and TV show have diminishing returns curve relationships The Internet medium has a straight-line relationship between weight levels and ad awareness. From: Econometric Modeling Results
48. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
50. RBC Insurance was promoting multiple insurance products Using a variety of online creative formats. RBC Insurance wished to understand: The impact of Internet on key brand metrics against defined customer targets
51. When people were exposed to the Internet campaign vs. unexposed there was a: 53% lift in awareness of RBC’s “expertise in insurance” 37% lift amongst key segments in brand f avourability 54% of those who were exposed identified themselves as key decision makers for buying insurance
52. Vs. The Key Target Group: The Internet advertising campaign was effective across the brand metrics and attributes. There was a 53% lift in RBC Insurance "Provides Insurance Expertise" For each of the following insurance brands, please indicate which statements, if any, you think describes it. % Who Agreed RBC – Provides Insurance Expertise Key Target Group Exposed Indexed Vs. Target Group Control (index: Control=100) Control = 100
53. Brand Favourability saw a lift of 37% key target group exposed vs. unexposed. How would you describe your overall opinion about each of the following brands of insurance? Brand Favourability Key Target Group Exposed Indexed Vs. Target Group Control (index: Control=100) Control = 100
54. What is your role in making insurance decisions for your household? I am the Primary decision-maker I share this responsibility with someone else Someone else makes the insurance decisions for my household 54 % of the online audience were key insurance decision makers
55. The Internet was very effective in permit ting RBC to accurate ly target the Key Decision makers. The Internet proved effective in delivering the key messages.
56. Case Studies - Red Bull KalTire AIM Trimark Dove Canadian Tire GM RBC Molson
58. Molson launched a major new advertising campaign called “Seize the Day”. Molson ran an online advertising campaign which supported the main TV message: TV Online Molson sponsored “The Rolling Stones Toronto concert” at the same time
59. For the campaign when TV and Web were used together vs. TV only there was a - 27% Lift in online advertising awareness 48% Lift in tagline association 16% Lift in key brand relevance metric 35% Lift in event sponsorship association
60. Online Advertising Awareness Indexed Vs. Control An increase in Online Ad Awareness among key targets Control = 100
61. Tagline Association Indexed Vs. TV Only Online Ad Awareness and Message Association are strongly impacted by the addition of online advertising - Dynamic Logic Database (>800 campaigns) TV Only = 100
62. The target group showed an affinity for the campaign when exposed to online advertising. Demonstrated by a positive lift in “Advertising I could relate to” score. “ A beer with advertising I can relate to” Index Vs. Control Control = 100
63. Online advertising is an especially effective medium for reinforcing sponsorships to consumers. This measure compared to other norms has the largest average lift vs. baseline. - Dynamic Logic Database (>800 campaigns) Event Sponsorship Association Indexed Vs. Control Control = 100
64. The Internet was a strong complementary medium Best Practices were learned regarding online creative Logo should appear throughout all frames Creative should not be too cluttered Ad Logos on Skyscrapers should not appear “below the fold”
65. Source: Dynamic Logic Strongest relative impact of various media occurred at different points in the purchase funnel
66. Online is now a traditional media channel (among the big 3!) Leverage new Online ad technologies to stay ahead of the game Online has proven to work synergistically with all media channels Rich media out-performs static advertising Online is very effective at communicating sponsorship messages Online is very efficient at driving advertising awareness Online impacts key stages in the purchase funnel Creative messaging needs to be consistent across channels Leverage Online to precisely target your consumers Online branded content is attracting consumer attention CMOST Top Ten Take-aways…