A presentation given by Susan Zabeti and Claudia Sagripanti of Group M Australia, at Digital Now Australia (DNA09). Meeting the challenge of media platform fragmentation. How do marketers meet the challenge of increasingly fragmented, diverse media platforms in a world where content still remains king? How can you reach consumers, when should you be trying to reach them and through which channel? What does an integrated campaign look like in 2009? What are the latest approaches to reaching consumers and why are they effective? You will walk away with a series of simple lessons on what to do and what not to do, along with a series of ideas on how to reach consumers and encourage engagement.

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2. Meeting the challenge of media
platform fragmentation
Susan Zabeti and Kerry Field
Search Mobile

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4. Search is the expression of a consumer need
INVESTIGATE EDUCATE PURCHASE
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5. Consumers are actively seeking solutions
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6. Traditional media drives consumers to search
73% of search activity is stimulated by offline sources
Web Search Volume
Keywords: bonds ad, bonds underwear
Category: all
Loca;on: Australia, July 2007 – Dec 2008
bonds ad bonds underwear
Source: “The Power of Search” Research International & GroupM, Australia 2008; Google 53

7. TV stimulates search sales
TV delivered incremental sales on branded keyword searches
Search sales increase with
significant investment into TV
Sales on branded search terms
Category search
Base
0
07-May
21-May
02-Jul
16-Jul
30-Jul
13-Aug
27-Aug
10-Sep
04-Jun
18-Jun
23-Apr
12-Mar
26-Mar
24-Sep
09-Apr
01-Jan
15-Jan
29-Jan
08-Jan
22-Jan
12-Feb
26-Feb
Source: Internal GroupM data (confidential) 54

8. TV stimulates search sales
TV activity also delivered sales on category search terms
Search sales increase with significant
investment into TV
Sales on category search terms
TV
Category search
0
07-May
04-Jun
13-Aug
10-Sep
16-Jul
21-May
23-Apr
18-Jun
27-Aug
02-Jul
30-Jul
08-Oct
22-Oct
12 Mar
26-Mar
24-Sep
01-Jan
15-Jan
29-Jan
09-Apr
12-Feb
26-Feb
Source: Internal GroupM data (confidential) 55

9. Look to your competition
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10. Discover what resonates with your audience
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11. Measure everything
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12. Plan search as part of your
holistic communications
planning process
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13. Use your competitor's ad spend to
your advantage
Up-weight your category keyword spend when
competitors are advertising on TV
60

14. Use search data to learn
more about your
customers
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15. Mobile engages…

16. “
We can make more money in
mobile than we do in the desktop ...
and the reason is the mobile
computer is more targeted. Think
about it: you carry your phone, and
”
your phone knows all about you…
we can do a very, very targeted ad.
Eric Schmidt, CEO, Google
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17. Mobile is different…
 Mobile is the first personal mass media
 Always on
 Always carried
 In-built payment mechanism
 Present at the point of creative impulse
 Present at the point of buying impulse
 Audience can be identified (and targeted)
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18. Mobile offers
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19. Mobile cross-connects all communication channels
Mobile can evolve all brand interactions from passively
absorbed clutter into a coherent interactive channel
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20. Mobile Advertising
has arrived...

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23. Apps! Apps! And more apps!
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24. What’s hot

25. Mobile coupons
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26. Compare Everywhere
Add Compare Everywhere video here
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27. Augmented reality
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28. World’s first augmented reality mobile browser
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29. What’s next?
 Australian version of Blyk?
 Open source browsers
 User- to-user sharing of apps
 Mobile micropayments
 Branded content apps
 Off deck portals will grow
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30. Use mobile as part of an
integrated campaign
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31. Start mobile – do
campaigns now and
learn
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32. Great mobile = content
+context + discovery +
user experience
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