Mehr als ein Viertel aller Ad Spends in Europa werden in digitalen Kanälen ausgegeben. Aktuelle Studien zeigen aber, dass viele Retailer noch keine Cross Channel Strategie verfolgen - auch wenn Sie ein beträchtliches Marketingbudget ausgeben. Eine kanalübergreifende Strategie sollte allerdings schon lange nicht mehr Kür sondern Pflicht für jeden Marketer sein, um Konsumenten in den "moments that matter" zu erreichen. Diese Session bietet einen detaillierten Einblick in das Thema Cross Channel.

1. THE SIGN
AND THE CONSUMER
+
DANIEL KRAL
KENSHOO

3. SIGN AS LABEL

4. SIGN AS BRAND

12. Smart Insights - Display advertising clickthrough rates - March 2017

13. New York Times - 29th March 2017
https://www.nytimes.com/2017/03/29/business/chase-ads-youtube-fake-news-offensive-videos.html

15. NEVER MIND THE CONTENT;
WHAT'S IMPORTANT IS THE MEDIUM
ITSELF.
MCLUHAN

16. THE MEDIA ARE EXTENSIONS OF OUR
SENSES; AS THEY CHANGE, THEY
UTTERLY TRANSFORM OUR
ENVIRONMENT AND AFFECT
EVERYTHING WE DO…
THEY "MASSAGE" OR RESHAPE US
MCLUHAN

17. RADIO: MUSIC, REPETITION, HORNS: — “TELL”

18. EARLY TV: MUSIC, REPETITION, VISUALS: — “TELL”

19. 1970S - 1980S TV: AUTHENTIC, ENTERTAIN — “SHOW”

20. MODERN TV: ENTERTAIN, IT’S OWN SHOW — “INSPIRE”

21. TELL SHOW INSPIRE
RADIO
TV
TV
TV

22. MEDIA ENGAGEMENT DRIVES
ADVERTISING IMPACT
Advertising can reach, and inform better than ever, and
result in leading digital performance.
But engaging the consumer is required…impressions
alone don’t impress.

23. ENGAGEMENT REQUIRED:
AWARENESS IS NOT ENOUGH
Advertising can reach, and inform better than ever, and
result in leading digital performance.
But engaging the consumer is required…impressions
alone don’t impress.
SEARCH AND SHOPPING ADS

24. NEXT LEVEL OF CUSTOMER
EXPERIENCE
Advertising can reach, engage, and inform better than
ever…and result in leading digital performance.
SOCIAL ADS

25. NEXT LEVEL OF CUSTOMER
EXPERIENCE
Advertising can reach, engage, and inform better than
ever…and result in leading digital performance.
DISCOVERY ADS

26. NEXT LEVEL OF CUSTOMER
EXPERIENCE
Advertising can reach, engage, and inform better than
ever…and result in leading digital performance.
E-COMMERCE ADS

27. NEXT LEVEL OF CUSTOMER
EXPERIENCE
Advertising can reach, engage, and inform better than
ever…and result in leading digital performance.
VIDEO ADS

28. 1 — NATIVE ADVERTISING
Advertising frame is in focus.
Advertising content is relevant.
Advertising content placed alongside user
content.

29. 2 — MARKETING MINDSETS
Consumers are in personal relationships to devices and media.
Inappropriate or unwanted content is blocked or closed without
even generating strong awareness.
Consumers are engaged by new messages when they are
sharing, exploring, or shopping.
SHOPPING
EXPLORING
SHARING

30. 2 — MARKETING MINDSETS These consumer mindsets are very responsive to new
ideas.
All of the largest media platforms are researching and
refining these types of ads.
SHOPPING
EXPLORING
SHARING
E-COMMERCE ADSSHOPPING ADS
SEARCH ADS
VIDEO ADS
VIDEO ADS
VIDEO ADS
SOCIAL ADS
DISCOVERY ADSDYNAMIC ADS
DYNAMIC ADS

31. TELL SHOW INSPIRE
RADIO
TV
TV
TV
SHARINGEXPLORINGSHOPPINGCONSUMING

32. TELL SHOW INSPIRE
RADIO TV TV TV
SHARINGEXPLORINGSHOPPINGCONSUMING
DISPLAY
SOCIAL SOCIAL SOCIAL
SEARCH
ECOMM ECOMM
PRODUCT DISCOVERY

33. MEDIA ENGAGEMENT
DRIVES ADVERTISING
IMPACT
SHOPPING
EXPLORING
SHARING
• Consumers are proficient at
ignoring and dismissing advertising
messages. Advertisers must move
beyond awareness to engagement.
• Ads with a Native Format and a
Native Content are seen as more
relevant than other formats.
• Ads that appear in direct relation to
a consumer’s activity can make an
impact if the consumer is in a
marketing mindset.

34. THE SIGN
AND THE CONSUMER
+
DANIEL KRAL
KENSHOO