MCAD FOA - Media

The Future of AdvertisingClass #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416

Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter

SESSION #05—“Media”

Creative Commons Attribution & Non-Commercial License

Today:

1. Blog assignment discussion

2. Guest speaker: Chris Wexler

BREAK

3. Media Workshop

:: Chris Wexler

*Analytics

:: What did you hear Chris say?

*Analytics

:: Data

*Analytics

What stories can media data tell us?

Nielsen @Plan example

Nielsen @Plan example

Let’s compare people who’ve been in our store

Nielsen @Plan example

vs. People who say they talk to their friends a lot

about the products we sell

Nielsen @Plan example

How do these two audiencescompare to the average, U.S.

adult using the Internet?

Nielsen @Plan example

Data tells us the people we’re trying to reach seem to like video games a lot more than the average U.S. adult on the Internet.

How might that influence our thinking?

Nielsen @Plan example

Data tells us the people we’re trying to reach read certain kinds of magazines. Maybe we ought to check those titles out and see if we can figure out why they read them and what might inspire us to create better connections.

Nielsen @Plan example

Data tells us the people we’re trying to reach create and publish content. Hmmm...

:: Media Types

*Analytics

Moving PictureAudioPrintDigital

Media Options

SPITTING RAYS TV Commercials Out of Home Product Placement

Pre-Post-Roll

AUDIO Buy Seconds Underwriting Sponsor Podcast

SPITTING INK Newspaper Magazine Poster Out of Home

Media Options (cont.)

DIGITALData Stories in data Traffic tools Adword buy research Census data Industry Publications

Devices Desktops Laptops Mobile Hardware

Display Standard Rich Video Game

Media Options (cont.)

DIGITALIntersticials Network.coms Hulu

Text Ads Google Bing Yahoo Digg Facebook Mobile

Brand.com Media Channel Publishing built on curation How good are you at it? Content Blog Ads for self on site

Media Options (cont.)

DIGITALLink Economy The Link The Juice

Mobile Time/Location/Context Text App placement

Apps Built for push, attract, aid Mobile Platform (Facebook)

Games Placement of ads inside games Digital goods

:: Media Workshop

*Analytics

:: Media Exercise

*Analytics

Media Consumption Exercise

1. Think of impressions made on you yesterday.2. Now do the same for your brands’ audiences.3. Bright Spot behaviors of audiences?4. Content your audiences likes to huddle around?5. Media channels delivering like content.6. What’s interesting? Opportunities...

:: Media Process Exercise

*Analytics

Media Process Exercise

1. What’s your goal?2. What do you know?3. What variables do you have at your disposal?4. What don’t you control that you can exploit?5. What are many ways to actualize your idea? 6. What are you doing to get it to work together?

Monday, February 21:

1. Blog assignment due (Sunday Feb 28): 400 words, minimum: “<your brand’s> media exercise + draft direction”

Next week’s FOCUS: Data

:: Integration

*Analytics

Now for Integration

Examples:1. Message. Again or different2. Action - this then that3. Common (sort of) TV to Web Print to Facebook email to site

4. Multiple banner ads running together5. Webcam to banner ad6. Posted flickr photo to contest entry7...