Balderton Marketing Event May 2012 Slide Deck

Marketing Event

1st May 2012

Attendees

2

http://www.housetrip.com/

http://www.justonline.cn/

Agenda

3

• Jonathan Beeston – Efft Frontier – New trends in performance marketing

• Andrew Booth – The Hut Group – 3rd party platforms

• Tim Woollias – Google – Attribution

• Raphaelle Tripet – Inmobi – Best practice mobile advertising

• Gavin Sathianathan – Facebook – Timeline & open graph apps

• Jan Miczaika – wooga – ROI-driven user acquisition on Facebook

• Bruce Daisley – Twitter – Twitter as a direct response channel

• Scott Button – Unruly – Social video advertising

• Collette Ballou – Ballou PR – Managing your PR agency

• Jessica Butcher – Blippar – How to make advertising interactive

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

New trends in performance marketing Jonathan Beeston, Director, New Product Innovation

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2


Any market with over-supply of inventory is

best monetised by auctions.


Where Search has led, Social and Display

are following.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Premium Three Ways to Buy Display

5

Why? Strong content delivering big reach or niche audience

Why not? Expensive

Examples: Yahoo, Microsoft, AOL, NY Times, Facebook

Primary Pricing: CPM

Technology: Ad Serving, Analytics


Network Three Ways to Buy Display

6

Why? Reach through inventory aggregation, unique targeting

Why not? Limited control. Opaque pricing. Audience leakage

Examples: Specific Media, AOL, Google Display Network

Primary Pricing: CPM, CPC, CPA

Technology: Ad Serving, Analytics, SEM Platform


Exchange Three Ways to Buy Display

7

Why? Reach with frequency control. Unbundled data access

Why not? Resource intensive

Examples: Google AdX, Admeld, Right Media, OpenX, Rubicon, AppNexus

Primary Pricing: CPM, Auction

Technology: Demand Side Platform, Data Management Platform, Analytics


If you are ready, the display toolset is

unbundled.


A quick case study: Team Detroit


In 1 quarter reached

120 million unique cookies ‘auto intenders’

In that quarter only roughly

2.5 million new cars were sold


How we define Auto-intenders in 2012

11

Third party data being used to identify in market audiences

based on their actions across the web

Requesting a quote from a

dealer, searching for a car

by make/model/type and

requesting dealer locations

Polk-Modeled

Buyers Search

Retargeting


February 2011 February 2012

Planned

media:

Display

49

Number of

campaigns

1,650

Number

of line

items

Planned

media:

Display

and Video

3.5X

Number of

campaigns

54

Number

of line

items

396

New Approach Results in Campaign & Operational Efficiencies

12


Key Takeaways

Constantly test and learn from audience

targeting

Own your site data (retargeting)

Leverage networks for what they do

uniquely well 1 2

3 GM CONFIDENTIAL

13



15

summit-emea.adobe.com

London, May 15 & 16

[email protected]

Agenda

1

• Jonathan Beeston – Adobe – New trends in performance marketing


• Tim Woollias – Google - Attribution

• Raphaelle Tripet – Inmobi – Best practice Mobile Marketing







1 Google Confidential and Proprietary 1

Attribution: The State of

Play

01.05.12

Tim Woollias – Industry Head, Retail


Insights from research

Marketing attribution study

Two stage study

– 607 agency and client-side responses

– 22 in-depth interviews with attribution professionals

Focus

– Benefits of attribution

– Approaches and technologies used

– Keys to success

Attribution modeling is still in early stages, but showing strong promise

Source: Econsultancy/Google Analytics whitepaper -- Marketing Attribution: Valuing the Customer Journey

83% practice attribution for

less than 2 years

28% began in the

last 6 months

72% agree that attribution

enables better budget allocation

Marketers have a variety of goals for attribution

Source: Econsultancy/Google Analytics whitepaper -- Marketing Attribution: Valuing the Customer Journey Number of respondents: 179

36%

47%

57%

62%

39%

42%

36%

28%

25%

11%

7%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

High Priority Medium Priority Low Priority

Justifying digital spending

Create most effective media mix

Understanding funnel & sales cycle length

Correctly determining affiliate payments

Last click is still the most common method


7%

9%

10%

16%

20%

24%

25%

54%

5%

19%

29%

13%

35%

41%

41%

54%

0% 10% 20% 30% 40% 50% 60%

Agencies Clients

Last click

Customized by channel

First click

Unique methodology

Unsure of method

Linear

Time decay

Other

No technology standard exists today


35%

21%

30%

9%

32%

25%

24%

17%

Clients

Agencies

Outsourced

Excel/spreadsheets

Externally built attribution technology

Custom built, in-house technology


Insights from experiments

Google Confidential and Proprietary

The true value of generics is often hidden

Q3 Q4

Sales

Where did this growth in branded

conversions come from?

Last Click Brand Conversions

62% growth

Last Click Generic Term Conversions

167% growth

Looking at advertisers with significant investment increase in generics

Source: Google internal, Cross-Advertiser Search Funnels Analysis


Generic investment creates brand queries

Q3 Q4

Sales

Brand conversions exposed to

Generic Terms

329% Growth

Branded Conversions preceded by Generic clicks grew at a

rate that was 10x that of Brand-only

Source: Google internal, Cross-Advertiser Search Funnels Analysis


This effect builds over time

11

Ind

exe

d Q

ue

ry V

olu

me

Brand Queries: Branded Query Volume

Generic Category Investment

Cate

go

ry S

pe

nd

2009 2010

0

20

40

60

80

100

120

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

Source : large European retail client (real data / anonymous)


People research online and then purchase offline

12

28%

39%

Offline sales are

digitally influenced

Offline sales revenue

is digitally influenced

Source : The Deloitte Multichannel Consumer Survey, Sept 2011 (UK) ; figures supplied for information only and are not endorsed by Google


A quick case study

Key consumer journey metrics : multiple interactions, and time

74% of sales revenue involves multiple interactions

42% of sales take longer than 1 week to convert

Search from Last Click to First Click

Search CPA % Shift

3 Laura Ashley campaigns illustrate

the common finding that as we

attribute to earlier clicks Brand CPAs

rise while Generic and related CPAS

fall


Questions?

Agenda

1




• Raphaelle Tripet – Inmobi – Best practice Mobile Advertising







The World’s Largest Independent

Mobile Ad Network

Best practice mobile advertising

Raphaelle Tripet

Head of Strategic Sales EME

PAGE 2

94 billion+ monthly ad impressions

580 million monthly unique users

Live in 165 countries Across 25,00 + Mobile Sites & Apps

$216 Million Investment

Global Footprint with

Regional Expertise

InMobi: Independent Leader in Mobile Advertising

Global Footprint Regional

Expertise

PAGE 3

San Francisco

We’re a Global Mobile Display Ad Network

London

Nairobi

Bangalore

Singapore

Tokyo

• 18 Regional Offices

• Tops Talents from Google, Nokia, Yahoo & Microsoft

New York

Sydney

Paris

Johannesburg

Chicago

Mumbai

Seoul

Stockholm

Berlin

Dubai

LA Madrid

• 4 years + of Mobile Expertise

PAGE 4

Media Consumption - Global

The average mobile web user

consumes 7 hours+ of media daily

Mobile devices represent

27% of this time

Mobile share of media

Is ahead of TV

And catching up with online

Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012

PAGE 5

Media Consumption - UK

The average UK mobile web user

Consumes 9 hours of media daily

Mobile represent 28% of this time.

Mobile has overtaken

Both TV and Online Media


PAGE 6

39% % of respondents who spend time on

mobile while watching TV

Mobile TV 98 min/day 117 min/day

Source: Decision Fuel and InMobi research, sample n = 8,644 – Feb 2012

There is significant dual screen behavior

Media Usage Is Not Independent - Global

PAGE 7

2.5 hr/day 2.3 hr/day TV

Source: Decision Fuel and InMobi research, sample n = 8,644 – Feb 2012

Media Usage Is Not Independent - UK

TV Mobile

71%

That Makes Mobile an always-on companion to TV watching

% who spend time on mobile

while watching TV

PAGE 8

Mobile is used Throughout The Day - Global


PAGE 9

Mobile is used Throughout The Day -UK


PAGE 10

Yes, Users Are Already Shopping Away!

PAGE 11

Yes, 53% No, 47%

Which of the following activities have you spent money on via your mobile?

Source: Decision Fuel, On Device Research and InMobi research; sample n = 11,040 – Feb 2012

25%

25%

35%

67%

Buying services, including purchasing movie tickets, travel,

etc.

Bill Payments, including peer-to-peer payments, etc.

Buying physical goods, including electronics, clothes, etc

Buying digital goods, including games, e-books, subscriptions,

music, apps, etc.

But What Are Users Buying? - Global

PAGE 12

Yes, 53% No, 47%

Current

76% of consumers plan to conduct m- commerce in the next 12 months

+23% increase from where we are today

Yes, 76%

No, 24%

In 12 Months

Source: Decision Fuel, On Device Research and InMobi research; sample n = 11,040 – Feb 2012

And They Will Keep Buying More! - Global

PAGE 13

Tablets and Mobile Shopping – US/UK

Less than monthly

10%

Every day 12%

Once per month 13%

Once per week 20%

More than once per

week 21%

2-3 times per month

24%

Frequency with Which US Tablet Owners Use Their Tablets to Shop, Nov 2011

Source: Zmags, "Meet the Connected Consumer" conducted by Equation Research, 16th Jan 2012

£100-£1,000

7% £1,000+

11%

£10-£100 37%

>£10 45%

Average Amount that UK Mobile Buyers Spent in Q4 2011 on M-Commerce

Over 50% of tablet owners shop on it at least once a week – 12% every day!

PAGE 14

Mobile Advertising has Evolved

PAGE 15

Rich Media Advertising Key Features

PAGE 16

Dyson– Gamification of Experiences

PAGE 17


PAGE 18


PAGE 19

Puma – Play Away

PAGE 20

Seiko – Personalise Your Watch

PAGE 21

Seiko – Integrate Your Ad To Facebook

PAGE 22

KIA – Bring The User Into The Experience

PAGE 23

Ford B-Max – Tie Your Brand To An Event

PAGE 24

Ford B-Max – Drive Leads

PAGE 25

Ford B-Max – Drive Leads

PAGE 26

Evian – Give Health Tips

PAGE 27

Levi’s –Customise and Buy

PAGE 28

Global Creative Awards & Recognition

2012 Gold Winner

Indian Digital Media Awards

Samsung Galaxy

MMA 2011

Innovation Award

Sega Samurai Bloodshow

2012 IAC Award

Best Mobile App/Ad

Titan “New Stay”

2012 Gold Winner

Indian Digital Media Awards

Alice in Wonderland “Future of Mobile Advertising”

Steve Jobs, Former CEO, Apple

Agenda

1











Timeline and Open Graph apps

Gavin Sathianathan

Timeline – your identity

online

Timeline apps: Apps bring

your timeline to life

I + {Like} + {Object}

Watch

Listen

Read

Want

Run

Cook

How does this work

Ticker

Newsfeed

Timeline

How does this work

Guardian case study

• 8M installs in 5 months, c. 40K signups up

per day

• More than 4M users in the last month; Over

the same period, over 8M uniques came to

the guardian.co.uk from Facebook

• “The Facebook app has been phenomenal. Over

half of the app's users are 24 and under –

traditionally a very hard-to-reach

demographic for news organisations. The

Facebook development cost has already been

recouped through ads”

Andrew Miller, Guardian CEO “Last month, we felt a seismic

shift in our referral traffic. For

the first time in our history,

Facebook drove more traffic to

guardian.co.uk than Google for a

number of days, accounting for more

than 30% of our referrer traffic”

Tanya Cordrey, Guardian Director of

Digital Development

Video case studies

• Since integrating

the Open Graph,

Dailymotion’s MAU

has grown 300%

• Adding almost 2M

users per day

• Number of MAU has

grown from 250K to

6.5M since Sept 2011

• Number of videos

people view per day

has increased by 3x

• Published actions

on Facebook

increased 600%

• Referrals from

Facebook to VEVO

increased 130%

• 60% of Facebook

referral traffic

now comes from

Open Graph stories

Fab case study

How to get started?

Check out some Timeline Apps at

https://www.facebook.com/about/timeli

ne/apps

https://www.facebook.com/about/timeline/apps




Thanks!

Agenda

1











ROI-driven user acq on Facebook

Market for intent – but demand generation?

19%

16%

16% 17%

16%

16% 15-24

25-34

35-44

45-54

55-64

65+

49%

51%

Men

Women

Age groups Gender

19%

16%

16% 17%

16%

16% 15-24

25-34

35-44

45-54

55-64

65+

49%

51%

Men

Women

Age groups Gender Massive waste trying to reach demo

Zero waste in reaching target demo

Zero waste in reaching target demo

900 million people

Average CPM +23% since

Q1 2011

Customer Value Attribution

Layering Demo Data

Maturity Curves

Customer Value Attribution

Layering Demo Data Maturity Curves

Facebook advertising is awesome, when done right

Jan Miczaika, [email protected]

Agenda

1











#Balderton @brucedaisley

Twitter brings you closer

Bruce Daisley | @brucedaisley

May 1st 2012

#Balderton


Instantly connect

people everywhere

to what’s most

meaningful to them.

Instantly connect

people everywhere

to what’s most

meaningful to them


By the numbers

2006 2012

450M+ Unique Visitors / Month

140M Active Users


Billions of Tweets served

1,000,000,000 Then: 3 years, 2 months, 1 day

Now: 4 days

#Balderton @brucedaisley 5

Information


Not about tweeting

100% Listen

60% Produce

Everyone listens


Connect through interests

my job

comedy

brands

tech

news


shorter than URL

more personal than

phone number

more memorable

than both


1-3% Twitter

Engagement matters

0.05% Standard Display



“The conversations around these campaigns

resonated with our guests and led to one of

our most successful revenue generating

days ever.”

Abby Lunardini

Vice President, Virgin America

#FlyFwdGiveBack


#nowplaying

#Balderton @brucedaisley 1

3

FLORENCE & THE MACHINE

Airtime : 2:20 / 5.30 / 10:30 / 14:45 / 17:30 / 21:50

0

50

100

150

200

250

300

350

400

450

16

/02

/201

2 M

idn

igh

t

01

:00

:00

02

:00

:00

03

:00

:00

04

:00

:00

05

:00

:00

06

:00

:00

07

:00

:00

08

:00

:00

09

:00

:00

10

:00

:00

11

:00

:00

12

:00

:00

13

:00

:00

14

:00

:00

15

:00

:00

16

:00

:00

17

:00

:00

18

:00

:00

19

:00

:00

20

:00

:00

21

:00

:00

22

:00

:00

23

:00

:00

20

12

-02

-17 M

idn

igh

t

Me

nti

on

s o

f F

lore

nc

e &

Th

e

Mach

ine


Instantly connect

people everywhere

to what’s most

meaningful to them.

Twitter brings you

closer.

Agenda

1











MAY 2012

SOCIAL VIDEO ADVERTISING

Balderton marketing tools event

2

WHO we are & What we do

Our Mission: “to deliver the most awesome social video campaigns on the planet”

Founded in 2006 with the vision of creating a scalable global platform for social video advertising

Global footprint

• London hq

• Offices in New York, San Francisco, Chicago, Berlin, Paris, Stockholm, Amsterdam, Sydney

• 130 staff

Massive scale

• 725MM unique users globally

• Leading technology platform – meme – delivering 300TB video content & 200+ campaigns per quarter

• Relationships spanning over 14,000 active media partners and 360 brands

We are the leading global platform for social video advertising 3

How this works in practice

IP-Connected Devices

Mobile & Tablet

PC

Content

$$$ Consumers Brands

$$$

Products

• 2,000+ campaigns since launch

• 400 campaigns YTD • 360+ brand count

• 725 million monthly unique users

• 1.6 billion views with 341 million YTD

Media Partners

• 14,000 media partners • 80% of views are

‘earned’ rather than bought

Agencies

• 220+ agency clients • 76% of media agencies

work with Unruly across multiple brands

meme Media

Engagement & Measurement Engine

Social video in context Social video has a unique role within the media mix

TV

Broadcast platform

Mass awareness

The core medium for

rapid brand building

VOD Pre-Roll

On demand ‘push’ video

medium

Support TV Incremental coverage +

reach

Social video

Engagement platform

Drive conversation

between brand and customer Deliver on

social media KPIs

Digital Outdoor

Outdoor broadcast

medium

Reach people on the move

(generally a support media

channel)

Cinema

High impact AV

Captive and engaged

audiences Showcase for

creative

Mobile

Campaign glue, reach users on

the move

Integrate all media and

sales channels (‘always on’

device)

Social video goals

Attention awareness

action advocacy

Delivering reach against a target audience #Views #Posts #Shares

Engage audience with a brand’s core message for sustained period of time #Interactions #Dwell time

Build relevant brand champions #Likes #Tweets #Comments

Drive audience to purchase or transact #Clicks #Polls/Surveys completed etc

T-mobile

The wedding

Unruly Player

T-Mobile The Wedding Creative

Planning

Build audience and site profiles Proprietary dataset

Unique video database

Production

Video transcoding Interactive overlays

VAST compliant

Distribution

14,000 media partners Google AdX certified Facebook whitelisted

Analytics

Automated real-time tracking Social analytics dashboard

Ad verification software

BACKGROUND CHALLENGE STRATEGY RESULTS • To coincide with the Royal wedding

T-Mobile staged a wedding entrance to top them all and we helped to make sure everyone was talking about it

• Drive ACTION and ADVOCACY

• Deliver 235,000 views in 9 days • Drive Sharing and Conversation

• Initial teaser stage helped to drive buzz, interest and conversation

• Highly influential bloggers sent to the event producing excellent editorial integrations

• 2.5K sites invited to run the video

• #1 trending video on YouTube and Viral Video Chart

• 57K on top of the guaranteed views, in total over delivering by 24%

• 3.42% click through drove further organic share and plays

• 1.51% Share Rate • 6th Most shared ad ever on the planet with

1.4m shares and 22.8M views on YouTube

• ACTION and ADVOCACY = DELIVERED

vodafone

Unruly Player

Planning



Production


VAST compliant

Distribution


Analytics



BACKGROUND CHALLENGE STRATEGY RESULTS • From August to November 2011,

Vodafone released a series of videos

promoting their partnership with

McLaren Mercedes

• There were 8 videos in total, each

featuring Jenson Button and

corresponding to a Grand Prix in a

different country

• Drive AWARENESS and ACTION

Deliver 1,711,230 video views

across pre-selected markets

• Secure 15 editorial placements, and

50,000 Twitter exposures

• Encourage viewers to click through

to the Vodafone Facebook page

• The video was distributed to targeted

blogs and sites across UK,DE, NL, IE,

NZ and ZA

• International outreach enabled us to

identify niche blogs within the target

territories, and secure editorial

placements

• 1,958,113 plays were delivered, representing

14% over delivery

• 1.3 million Twitter exposures were achieved,

including a RT by @jensonbutton himself

• 93 total site placements were secured, of

which 18 were editorial integrations

• A high click through rate of 2.26% was

delivered across the campaign

VOICES ACTIVATION

RANGE ROVER

Planning



Production


VAST compliant

Distribution


Analytics



BACKGROUND CHALLENGE STRATEGY RESULTS • Throughout May, Range Rover

were running a competition to celebrate the release of the Evoque

• The campaign aimed to drive data form submissions and clicks through to country-specific Evoque sites

• Deliver 1,363,637 views of the video

• Drive submissions of the data form

• Encourage viewers to watch the video through to completion

• Deliver clicks through to the Evoque site for each country

• The video was distributed to targeted blogs and sites across all territories

• Analysis of key metrics allowed for optimisation of data submission, video completion and clicks through to the country specific Evoque site

• 1,439,799 views of the video were delivered

• 42,858 data forms were submitted through the Unruly player

• 935,294 people – 65% of all viewers – watched the video in its entirety

• CTR above the Unruly average at 6.45% (average 1.97%), with more than 90k people clicking through to local-language Evoque sites

BEING HENRY

VOLVO

OCEAN RACE Planning



Production


VAST compliant

Distribution


Analytics



BACKGROUND CHALLENGE STRATEGY RESULTS • From February till March 2012 we ran

a campaign for Volvo which was aimed at delivering multi- territory awareness of the Ocean Race event, a nine months sailing challenge all over the world, and highlighting Volvo’s sponsorship of the same event.

• The race is undeniably the world’s premier global race and one of the most demanding team sporting events in the world.

• Drive AWARENESS, ATTENTION and ADVOCACY.

• Reach a broader target audience than specifically a motors-loving demographic.

• Delivering video content consumers to a bespoke Volvo Ocean race webpage containing a wider selection of videos & providing the same audience the opportunity to read and tweet live updates on the race in real time via a live twitter feed

• Multi-lingual digital natives worked with a number of our international publisher partners such as Brandish, Farevela and Fou de Golf to secure the target environments

• Deploy one of Unruly’s newest products, the Buzz Box, to overlay the content within the video player and pull in live tweets containing the twitter #volvoocanrace

• 861.813 secured views (3% over delivery on

contracted amount)

• 14,000 social media exposures via Twitter

• 35 editorials were secured across 54 hyper-

targeted placements

• AWARENESS, ATTENTION AND ADVOCACY DELIVERED

ea

Unexpanded ECLIPSE Unit

Expanded ECLIPSE Unit

Planning



Production


VAST compliant

Distribution


Analytics



BACKGROUND CHALLENGE STRATEGY RESULTS • In June, 2011 we aimed to drive pre-

orders and buzz around the new Battlefield 3

• Drive ADVOCACY AND ACTION

• Create a multi-video ECLIPSE delivering exciting new footage from the game for users to engage with

• Secure placements targeting the gaming community

• Dynamic call to action animations on each video button to encourage users to explore the unit and increase their time with unit

• Incorporate prominent “Pre-Order” button to drive CTR

• Undertake bespoke outreach to fans of the Battlefield series

• Target influential gaming environments to increase reach and frequency

• 15 highly targeted placements secured on gaming environments within one week

• 18,896 UK ECLIPSE engagements delivered, over delivering by 19% • 19.5% CTR linking users to the pre-order page • 4 minutes Average dwell time

• ADVOCACY AND ACTION= DELIVERED

BATTLEFIELD 3

http://unr.ly/naw6so

Thank you

11

Agenda

1











Managing Your PR Agency

Let’s talk about our worst PR agency stories

I’ll start

Know your enemy

Agency dynamics

PR agencies sell time and they must optimise the price for that time as there's not a lot of productising in PR.

Good agencies in are frequently at capacity and can pick and chose their clients

Client and staff turnover are huge issues – agencies need to minimize both

Margins are limited

Over-servicing destroys those margins

Agencies want good clients. That’s what makes the difference.

A few things about PR

© Copyright. Ballou PR. All rights reserved

PR does not replace sales – it works in tandem with it PR takes time – up to eight/nine months depending on whether or not you already have traction and your industry


It takes time to bring a client on board, understand what they do, and start the machine. So a prospect who insists that they need coverage right now, has other unrealistic expectations, a small budget, not understanding that it takes time, and (worst of all) trying to negotiate prices to as low as possible is automatically identified as a bad prospect and passed on. Now matter how awesome their company is.

How to make this all work for you

Know where you fit in – what you have that will

give you leverage


The way agencies rate prospects – know what you’ve got to leverage: • Nice people to work with • Marquis client • Understand PR • Interesting challenge • Pay market rate – or a premium • Pay on time


Tips on being an irresistible prospect: • Know your budget and tell the agency what it is up-

front — they can work with small if you're not in a rush

• Listen to the agency if they tell you the budget is not enough. Sometimes we get creative – we bundle the 3K/month you have for the rest of the year into an amazing project that gets you tons of coverage

• Approach the agency 2-3 months before you need to start PR

• Prepare an agency brief and take the time to talk to the agency.


Tips in being an a great client – who will inspire the agency to go above and beyond:

• Start off on the right foot – draft a brief • Make sure the agency is in the loop, especially on

confidential matters • There is always news: let your PR people tell you what is

news in your company, that’s their job • Be a loveable client: we give freebies to clients who treat

us well/appreciate us • Regular communications with your agency is crucial. I

like to be in management and even BoD meetings, and team likes to imbed at least 1x/month

• Dedicate spokesperson’s time to effort

Ballou PR Current Clients: UK

Ballou PR Current Clients: France


@balloupr

http://www.linkedin.com/in/coletteballou

Sign up for our newsletter: http://www.balloupr.com/

More about us on Prezi: http://prezi.com/qa40-8nmlcxr/global-ballou-creds/

http://www.linkedin.com/in/coletteballou

http://www.balloupr.com/

http://prezi.com/qa40-8nmlcxr/global-ballou-creds/







Agenda

1











Blipp [blipp] v. & n. blipp-ed, blipp-ing:�the action of instantaneously converting anything in the real world into an interactive wow experience.

April 2012

What is blippar?Blippar™ is the first image-recognition platform for smart devices targeted specifically at media and brand to consumer interaction.

blippar.com • facebook.com/blippar • twitter.com/blippar • youtube.com/blippar1

Why chooseblippar?

We have the fastest, stickiest imagerecognition in the world today One free, global iOS/Android app One simple, clear call-to-action to ‘blipp’ Instant ‘wow’ engagement and interactivity. No codes or markersOur large user base is growing dailyWorld experts on this new ‘medium’ We have the most diverse applications of the tech to date


Powerful analyticsEach blipp campaign can be assessed using our extensive analytics suite which maps every single ‘blipp’ in real time. Clients can track individual users and their ‘in blipp’ interactions. Please contact us to discuss the extensive tracking capabilities of our tech.

=BRANDS


What can blippar do?Any real-world creative e.g. press ad or page, logo, billboard, POS, package or signage canbe used as a ‘marker’ or instant trigger (no codes, watermarks or tags) to enable anysmart-phone action.

ACTIONS EXAMPLESDirect Response/ Conversion Ring phone number now

Add to calendarBuy now: instant m-commerce App downloadM-couponing/vouchering

Instantaneous Content Delivery Augmented reality overlay – 2D or 3D hovering ‘on’ or ‘around’ markerVideo – ‘tracked’ to marker or full screen playDynamic content – GPS enabled nearest ‘x’, API/ XML-feed e.g. travel or weather infoInstant download e.g. music track, book excerpt, recipe file, product manual

Web linking Campaign site, Facebook, YouTube

Interactivity Touch screen game on device, or ‘off’ markerReal time polling and votingCompetitions (every xth, random daily)

PR initiatives

…and you tell us! The range of options available via blippar is growing weekly.

Treasure hunts and ‘reveals’, unlocking daily secret content, time machine,teleporter etc.


We’ve already worked with......some fantastic brands and would love to work with you.


InstructionsDownload blippar from iOS App Store or Android Market (selected handsets only). Ensure you have the latest version if you’ve already downloaded it. Simply hold your phone over each marker in ‘blipp’ mode, filling the camera screen with the image.

Enjoy, share and give us your feedback!

PLEASE NOTE: BLIPPS CAN ‘EXPIRE’ SO IF YOU EXPERIENCE ANY PROBLEMS WITH THE MARKERSIN THIS PACK – CONTACT US FOR LATEST ‘LIVE’ PACK.


CLIENT: Tesco PACKAGE: BlippStart

CLIENT: Universal Studios PACKAGE: BlippStart

CLIENT: IPC PACKAGE: BlippStart

new

CLIENT: Tesco F&F PACKAGE: BlippSmart

CLIENT: Crown Talent PACKAGE: BlippSmart

new

CLIENT: Tesco KX PACKAGE: BlippSmart

new

CLIENT: Taylormade PACKAGE: BlippSmart

CLIENT: The Wanted PACKAGE: BlippSmart

CLIENT: Transport for London PACKAGE: BlippSmart

CLIENT: Clinique PACKAGE: BlippSmart

CLIENT: Waitrose PACKAGE: BlippSmart

CLIENT: Future Publishing PACKAGE: BlippSmart

CLIENT: Domino’s PACKAGE: BlippSmart

CLIENT: NESTLÉ PACKAGE: BlippSmart

CLIENT: Virgin Media PACKAGE: BlippSuper

CLIENT: EMI PACKAGE: BlippSuper

CLIENT: XBOX 360 PACKAGE: BlippSuper

CLIENT: Omega PACKAGE: BlippSuper

CLIENT: Heinz PACKAGE: BlippSuper

CLIENT: Cadbury PACKAGE: BlippSuper

new

CLIENT: Sony PACKAGE: BlippSuper

CLIENT: Wrigley’s 5 Gum PACKAGE: BlippSuper/Bespoke

Blippar packagesWe offer three blipp packages. Options per ad campaign/product.

We are always creating bespoke blipps too so contact us to talk through your requirements.


BLIPPSTARTStandard overlay with up to 3 links

Any graphic ‘scene’ positioned andaugmented over the marker with up tothree web link links incorporated

Client can provide jpg/ png assets aspreferred to ‘link’ or select from templatebuttons – customised to colour (Can linkto: website, youtube, facebook, twitter.. wherever!)

Simple 3D graphic (where provided witha low polygon count)

Option to ‘save to my blipps’ for later &simple take away (e.g. static recipe card/coupon - where generic)

Options to take picture and one-tap shareto facebook, email or twitter

1 BLIPPSMART+ Updating and dynamic content

Simple animation (translation/rotation/scaling of fixed graphics) and/or 3D onoverlay

One dynamic/server-based link – includesGPS-enabled ‘nearest x’, API/XML feedresults e.g. travel or weather info andmanually programmed updating content

Real-time polling

Simple competitions (randomised daily/weekly or every Xth blipp)

2 BLIPPSUPER3+ Custom made blipp

Custom-made overlay

Animation & 3D modelling

In-app video play – tracked ‘on’ marker orfull-screen (<30sec synced, additionalcontent buffers in)

Plus more – new options being added toplatform every week

Custom made blipps are quoted onan individual basis based on complexity


Get blipping in 4 easy steps...Creating a blipp has to start with a good idea that will engage/reward the user!

1. Decide what creative (x) you want to convert into what (y)

2. Pick a blippar package: Start, Smart or Super

3. Create a customer-made CTA (call to action) to incorporate into your creative.Ensure placement is specific and compellingWhat do they blipp: Whole advert? Logo? Picture? Front of product? Why should they blipp: What value, content or experience?

4. Provide blippar with a brief (email us for a briefing form) and all the (x) + (y) assets

We're happy to work with creative agencies directly and can also provide sector expertise and thought leadership on a consultative basis. So let blippar advise you on best practice.

Blippar, 4th floor, The Place, 175 High Holborn, London, WC1V 7AA United [email protected]

Contact us

Download the free blippar app. See the latest blipps at http://blipp.it or visit blippar.com