1. Web Ad of the day--Philips

2. Compare by Team  Target vs. Walmart  Hyundai vs. Chrysler  Apple vs. HP  SU vs. NYU  Score each criterion 1-5 (1=low; 5=High)

3. Articles of the day

4. Job One—Ford Project  Develop three target segments and design personas

5. Two: Site Map for your Microsite  Home Page, then:  3 wide  2 deep

6. Site Wireframes

7. Site Wireframe

9. Three: Layout/Wireframe for Display Ad(s) (Choose your size)

10. Advertising on the Web

11. Diet Coke and Mentos

12. Stats  2011 = 15% of all advertising  2014 = 21%

13. Display Ads  Banner ads  Skyscrapers  Rectangles  Buttons

16. Integration and Interactivity

19. Do display ads work? What does Adam Penenberg think?

20. Advertising value vs. click through for 80 biggest campaigns/200 high traffic sites  20% conducted related search queries  30% visited the brand’s website  Spent 50% more time on the site  Spent 10% more money

21. Basics Getting the most from display ads  Design ad for specific sites  Animate your ad  Keep copy brief and provocative  Test multiple design platforms  Use a professional graphics artist  Reduce your file size  Evaluate performance daily

22. Behavioral Targeting  Lotame http://www.lotame.com/crowd-control-your- new-data-management-and-monetization-platform/http://www.lotame.com/crowd-control-your- new-data-management-and-monetization-platform/  Privacy issue?  Anonymity vs. safeguards?

23. Social ads

24. If most people treat email marketing like spam, then why do it?  DM mailing list $761 per thousand. Email $5 per thousand.  Importance of Opt-in/Opt out (permission marketing)

25. Beyond Display Viral marketing: about sharing

26. Good viral ads usually…  Short (2 mins or less)  Avoid hard product sell  Elicit strong emotions (e.g., funny, interesting, riveting)  Make you want to share them  Connect the brand in a relevant way

27. Quicksilver

28. Question?  Would BMW Films be as big a hit today?

29. Case Studies

30. Tourism Queensland The Best Job in the World

31. Challenge: Transform the Great Barrier Reef from a day-trip to a holiday destination Target: People who slave all year to pay for their vacation Insight: Everyone thinks there’s a dream job out there Idea: Recruit a caretaker for an island in paradise

32. Best Job in the World

33. Think connections not demographics Instead of defining a target market we can isolate a target network of self-selecting, like-minded, inter-connected people

34. Demonstrate purpose as well as performance Because consumers have higher expectations from their brand experiences, we can look beyond the category for our insights

35. Burger King Whopper Sacrifice

36. Challenge: Get people to show how much they love the Whopper Target: Facebookers Insight: Everybody wants to be your online friend Idea: Create an app that allows you to delete your virtual friends in return for real whoppers

37. Whopper Sacrifice

38. Burger King’s Greatest Hits  Subservient Chicken Subservient Chicken  Whopper Virgins Whopper Virgins  Whopper Freakout Whopper Freakout

39. Our job is to populate our audiences’ screens With content that is so compelling they want to participate in it and share it

40. Media Planning and the contextual creative brief

41. Types of targeting  Behavioral  Geographic

42. Offline can be great for online (or not)  Hulu Hulu  Mitsubishi Mitsubishi  Outpost Outpost

43. Shelly Palmer  http://www.shellypalmermedia.com/ http://www.shellypalmermedia.com/