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This is the third in a series of 10 reports from Richard Hoy, who is
These reports are archived at: http://www.o-a.com/adtech-archive.html
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Nathan Shedroff, Vivid Studios
The focus of Nathan's presentation was to impress upon the audience that the Internet is a communications medium, not a publishing medium. Because it is two-way, you can encourage interaction with a brand on a one-to-one based. That ultimately leads to brand loyalty because you are loyal to organizations you have a personal relationship with.
"Most of the people that approach this medium, especially when they come from a print world, tend to treat it like a publishing medium," he said. " And it does publishing really well, but it is not what its strengths are. And it is not what is its capabilities and opportunities are."
Nathan sees this year as one where the Internet's capabilities and opportunities manifest themselves in the form of online products and services. The purpose of these services is to build a link to the consumer. Nathan pointed out that the more sophisticated the interaction of that link to a customer, the more powerful a company can be in affecting consumers lives.
How Nathan applied the above to a real world situation is demonstrated in online presence Vivid built (and continues to build) for Nike. Everyone else pitching for that Web site told Nike they should be ubiquitous on the net, just like they are in all their other advertising. But Nathan said that Vivid won the Nike contract by encouraging Nike to go back, in a virtual sense, to the days when the company's founder sold shoes out of the back of a truck. Back when he had a relationship with each customer. That pitch struck a chord. The company still held those core values, it was just difficult to express them in the traditional media.
I unfortunately didn't get to speak with Nathan in person. However, I did get his presentation on tape and will write up a detailed synopsis in the coming days.
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Rex Briggs, Millward Brown Interactive
"I've sat on a whole bunch of panels where the subject has been 'The Web: Direct Response or Brand-Building?' as if it were either/or," explained Rick Boyce. "Our contention all along at Wired Digital is that it really does both. And it does both very very well."
if this is true, why is the current mantra of Web advertising direct response, and direct response only?
Rick rightly points out all publishers ever give advertisers in terms of reporting are impressions, clicks, and click-thru rates. Brand impact just isn't part of the reporting process. Millward Brown Interactive intends to change all of that.
Rex Briggs, Ricks co-presenter, unveiled Millward Brown's offering called "Brand Impact Studies" - a product costing under $5,000 that will quantify brand impact on the Web the similar detail we can now quantify direct response. The product is now available on Wired Digital's sites. The hope is it will spread across the Web and be incorporated into ad servers by year's end. This means that along with the impression/click -through data we get today, we could also get metrics that indicate how effectively the branding is for that campaign.
The program will build on the experience of the original Hotwired brand study, the IAB banner branding study, the BeZerk.com interstitial branding study, and a host of other such studies commissioned privately.
"The general idea behind is to talk to real Web site users right after they have had a brand experience. After they have seen an ad banner," explained Rex.
The questions asked are about the brand, the brand imagery, visual elements of the ad (what is remembered, what isn't), etc. Measurements are taken before, during, and after the campaign. Surveys are delivered randomly as a user goes through the content - a less disruptive process than the way such surveys have been traditionally done. Right now the program can only measure immediate effects - how the brand is perceived right after the user sees the ad. But ultimately the program will be tightly integrated with ad server software, so the brand impact can be measured at any time after the user sees an ad.
The next major research hurdle to overcome, in Rex's view, is to understand the effects of frequency in the online medium - when does an ad stop being effective.
I had the opportunity to sit in on a radio interview with Rick Boyce, and much of my interview will be based on that. We'll learn how the banner ad came to be (for those of you that don't know, Rick is credited with inventing the banner ad) and what it was like to be at the birth of what is today a billion dollar industry. Look for that interview early next week.
This ends the third report of AdTech: West. Stay tuned for more
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