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Radio TV Print
-19% -33% -30%
200 million
200
150
120 million
millions
98 million
100
50
32 million
3.6 million
0
MySpace Facebook Super Bowl American Idol People Magazine
Media fragmentation
is increasing.
500
ad messages a day
Today,
that number
is almost
5,000
making it harder to
engage consumers.
Online Promotion
spe s
nding expected to
triple over the
next 5 years surpa
ssing all other
online advertising c
Borell Associa
ategories.
te
s: The Big Shif
t Research Re
port (April 20
08)
Digital Consumers
are shifting from passive shoppers to active brand participants
user
40 million
110 million mobile
Browse the web from
their mobile phone**
Participate in customer
Social Networks*
PASSIVE
95 million
Participate in community producer 50 million
online Contests Have created online content*
& Sweepstakes****
participant
*Pew Internet & American Life **Nielson Mobile study *** ComScore ****NY Times E-Commerce Report Image: David Armano
30.0
2008 2012
22.5
($ in Billions)
15.0
7.5
0
Promotions Email Search Video Display
Online Promotions
Spending expected to surpass other online advertising
categories over the next 5 years.
Increased Value
High
Promotions + Advertising
4 Increased relevance & entertainment
By combining digital promotions &
2 4 advertising both relevance &
entertainment value is increased
moving closer to Quadrant 4.
>
> Relevant
Television Advertising
3 Low Relevance - High Entertainment
1 3 2 Internet Advertising
High Relevance - Low Entertainment
Mass Marketing
1
Low
Low Relevance - Low Entertainment
Low > Entertaining > High
>
UGC
Instant win
Brand Engagement
Brand Awareness
Advergames
Social
> >
Mobile
Sweepstakes
Core Audience
Extended Audience
>
30% of Super Bowl viewers say they are more likely to visit an
advertiser's Web site after seeing a Super Bowl commercial*
*2009, Harris Interactive Poll
Advergames
brand messages become viral brand experiences
40
30
20
10
0
Advergames Video Tell-a-Friend
Advergames/ Online Viral Social
Tell-a-friend
Microsites Contests Video Bookmarking
One person win a trip to the World Series One college wins a private concert
Everyone wins a taco if base with the Dave Matthews Band
is stolen during the game Everyone watches online
Social Promotions
promotions worth talking about
78% of consumers
trust consumer recommendations over advertising
M
Mobile Dominates
Mobile & Wireless devices will become the next
dominant consumer platform