THE IMPACT OF DIGITAL PUBLISHING ON

ADVERTISING

“Consumers are beginning in a very real sense to own our brands and participate in their creation... We need to begin to learn to let go.”

A.G. Lafley, CEO & Chairman, Procter & Gamble

WE NEED TO BEGIN TO LEARN TO LET GO?

DON’T TAKE IT LITERALLY

Let go means to accept the fact, and not fight over the ownership of the brand.

WHAT DIFFERENCE DOES IT MAKE?It’s the same difference between talking to your employees and talking to the owner of the company

OUR CHILDREN WILL NEVER KNOW THE RELATION BETWEEN THE TWO.

Wait for a success story, then try to catch up

Wait until it becomes the new standard

Most of the time we end up doing it the cheapest way and say it doesn't work

INVE$T?WHAT ARE YOUR FEARS?

PUTTING NUMBERS TO TESTYes, here you can't make up numbers anymore.

But don't let this scare you

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You won’t be the only one measuring the success of the campaign

The media agency and the client have their own measuring tools plugged into their digital ad

If you start now, your numbers won't look so bad really soon. Make the people want it!

Make People Want it!THE RED BULLETIN

BUTDon't just make a digital copy!

Make it look great

Make it engaging

Add Action

DIGITAL PUBLISHING COULD BE THE BEST THING THAT EVER HAPPENED TO ADVERTISING

WHAT’S IN IT FOR THE ADVERTISERS?

TOUCHPOINT

Broaden Your Reach (Demographic Expansion)

Converse, Interact and Action

Link, Update and Keep it Alive

MEASURE!How many people flipped to it? How much time they have spent on it?

Did they interact with it?Did they like it?

Did they sign up for the newsletter, did they register,did they download, did the buy, pre-order?

Don't just make a digital copy. MAKE IT ENGAGING!

Don't just make a digital copy. MAKE A TOUCH

Don't just make a digital copy. MAKE IT INTERACTIVE

Don't just make a digital copy. ADD MULTIMEDIA!

Don't just make a digital copy. MAKE IT LOOK GREAT!

1967 Pink Floyd released their first single

1969 President Nixon visits West-Berlin

1974 People Magazine Begins sales

1992 Tiger Woods, 16, becomes youngest

PGA golfer in 35 years

1998 Apple discontinues Newton computer

...

TODAY IN HISTORY

THANK YOU!