Archive for November, 2011

Agency and marketing leaders from across Western Europe visited day 2 of Imagine London in the Microsoft Cardinal Place offices. Whereas yesterday the common theme was around the importance of storytelling today the focus was on the audience and how we connect with it. How brands can use technology to connect with their consumers. The day closed with a dazzling amount of stats from a futurologist.

Research: The Five W’s for the Digital Age

Natasha Hritzuk -Senior Global Director of Insights and Analytics, Microsoft Advertising- emphasized the importance of understanding what relationship a consumer has with the different devices this consumer uses, where the audience is in their consumer journey and what kind of character they are. This knowledge should inform your targeting efforts.

The five ‘W’s’: Who, What, When, Where and Why of communication are still key. ‘Hurrah!’ so far so well-known. Natasha reminds the audience that advertisers should keep the five W’s in mind to ensure they tell a full story and adapt this communication rule to the digital age. Who is your audience, what do they do and where should you engage with them?

Different Types of Consumers

Your audience is likely to consist of a variety of people which may roughly be categorized in one of the following groups:

  • Enthusiasts – 71% like sharing & using new stuff.
  • Socials – 60% say technology enables them to connect with others.
  • Media Centrics – Primarily interested in technology around media consumption.
  • Productives – Have busy lives and seek solutions to increase productivity.

0652.P1080707 5F00 thumb 5F00 1F72FDF1 Connecting with the Audience and the Role of Technology   #ImagineLon Day 2

Outside the auditorium there was plenty of opportunity to find out more about the products & research discussed at Imagine London. Linda Liberg, Senior Research Manager (right)

Meet the Screens – Use devices based on what your audience wants from them

You find these audiences at different times on different devices. The relationship people have with each of these devices is different. To explain this they’ve been aligned to Jung archetypes. Tim Jones, Head of Insights and Analytics EMEA has just published a great blog post on this – have a read!

When you know how your audience feels about devices you can make a more informed decision on with what sort of content you’re likely to engage them. It is not so much about what is technically possible with each device but what would make sense taken what your audience wants from the technology (relaxation from TV, information and advice from the PC, something personal from their mobile etc.)

Phases in the Consumer Journey – What content is looked for when?

There are also different phases to consider in the consumer journey (brought to live by Natasha’s narrative about the ‘Hunt for better Hair’):

  • Pre-trigger (admitted dissatisfaction, tuned into the topic)
  • Trigger (confirmation)
  • Pre-shopping (commitment)
  • Instore (filter/analyse)
  • Usage (internal/external validation)

So – as Dennis Buchheim (GM, Scale Display, Microsoft Advertising) summarizes it: ‘to move a story forward you need quality, measurement, connection and creativity to get truly engaging ads which are targeted effectively. Multi screens offer the opportunity of sequential storytelling. Now how will you thread and sequence them over time?

LEGO – A Social Story

Peter Espersen , Global Community Lead at LEGO was announced with the light quaking noise of ducks. To the delight of some in the audience there were LEGO ducks on the chairs to play with (‘@VilliersDeBoer @MSAdvertising I want a duck!! #ImagineLon’, ‘@dancall1: I’m at #imaginelon playing with Lego!’’ At #ImagineLon trying to figure out ways to get paid for building LEGO’s stuff..’)

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@DaanSimonis‘s Imagine London Duck

Peter shares many interesting social media examples with the audience but admits that whatever clever idea he has come up with himself, ultimately the content the community comes up with is genuine and passionate. The community is best at telling & sharing the LEGO story (Go on watch this clip from Eddie Izzard ‘Death Star Canteen’ before you read further). Another unexpected advocate has been David Beckham – when asked about architecture on a talk show he kept mentioning he bought a LEGO Taj Mahal: sales increased by 700%.

LEGO communities around the world can appoint an ambassador who represents the group and is then being kept informed, the ideal way for the business to amplify their news to 65,000 registered worlwide members. ‘It’s about a snowball effect, celebrating fans and connecting the dots in the community. Showing the masses what fans have done with LEGO’ says Peter.

Some basic social rules from Peter:

  • Set expectations
  • Be respectful
  • Ensure win-win
  • Be inclusive
  • Be reliable
  • Ensure transparency
  • Limit secrecy
  • (meet and celebrate the fans)

What does the future behold?

Steve Clayton is Microsoft’s official story teller and he sees a couple of trends that will be transformative:

  • The Cloud
  • Ecosystem of devices
  • Displays everywhere
  • Explosion of data
  • Social computing
  • Connectivity everywhere

He explains that we have an enormous amount of data around us and that this data will be brought together and made to merge into the background by giving it intuitive user interfaces, the voice navigating many of them. We will start to connect with technology around us in a different more natural way. Devices themselves will be much more intelligent and connected.

Watch here how people will get things done at home, work and on the go in 5-10 years.

Next and last up was David A Smith, a futurologist and Chief Executive of the Global Futures Forum. I can’t remember anyone throwing baffling stats at me at the pace he did but then again I guess there is a lot of future and he was only given a certain time to speak. So true to the staccato way we heard facts at Imagine:

  • Post-recession: we’ll see innovation, product development & new business models across almost all sectors.
  • Winning strategies: ‘The winners will be companies who knew how to identify opportunities in the downturn’
  • The size of the world economy will triple over the next four decades as emerging market economies wield power.
  • We’re living longer lives. Dr.Aubrey thinks human life expectancies have the potential to reach 500 or maybe even 1000. He thinks that the first person to live to 1000 might be 60 already.
  • By 2020 the internet will have 5 billion users, connecting 3 billion people mostly in emerging markets.
  • 28% of people will use smart phones to find information.
  • TV channels are dead – we want granular content.
  • Nobody will want to live in the Midlands, everyone wants to live in the West Country, some people will favour Scotland and the South East.

Mari-Kim, Senior Director Global Marketing at Microsoft finished the day ‘great storytelling is about connecting the dots. We are passionate about putting these dots together. Hopefully you enjoyed Imagine. We organized it because we want to be partners’.

 Connecting with the Audience and the Role of Technology   #ImagineLon Day 2

Stephen Kim, General Manager for Microsoft’s Global Creative Solutions, discusses how digital has opened up new ways for consumers to express themselves through their own storytelling – from sharing pictures, to blogging, to uploading videos and social media.  Marketers can use these stories to interact and make their brands come to life for the consumer.  In this latest Advision interview, we ask Kim to share his perspective on the following:

  • What are the essential elements of a good story?
  • How do you encourage your customers to tell their story? 
  • When does a creative idea connect with the audience?

Of course, while the story and its emotional magnetism is the foundation for a successful campaign, as Kim reiterates, the biggest thing marketers can do is to take risks and continue pushing the envelope of what’s possible.  Take a peek at the video and let us know how you plan to share your story!



 Advision– Stephen Kim on Storytelling and Creative Risk Taking

I have a couple of friends who a few years ago I thought were strange, not strange in a disturbing way but strange in the relationship technology had in their lives.

They would sit on the sofa each evening watching TV and each separately engrossed in their own individual laptops. Not only were they watching TV but also leading totally separate lives behind their laptops, barely communicating with each other. I used to joke that they were communicating via IM and email whilst sitting next to each other. 5F00 thumb 5F00 6CAF1F0D Meet the Screens – the Emotional Connections We Have With Our ScreensThat wasn’t many years ago but at the time seemed a new way of living, now, looking at my life at home my wife and myself mirror this action and I no longer think it unusual, in fact the more I study web behaviour the more I come to realise this is becoming normal.

Once, in the not too distant past the TV was the only screen, it was a large and expensive piece of electronics that took centre stage in our living rooms. There was only one in most households and as such the family would sit together absorbed in the same content and with the right programming TV stations could gain huge audiences. With the arrival of the PC there was a certain extra demand on our free time but until recently PC’s were themselves large immovable pieces of equipment often kept outside the main living room. Whilst the PC would be shared between households only one could be entertained at a time (bar some gaming use). With the increase in the number of TV sets per household the fragmentation of household entertainment had begun, different household members living behind different screens being entertained and absorbing different content.

Initially laptops were prohibitively expensive and were the preserve of business use, the relative and real fall in the cost of laptops matched with the desire to have a “personal” computer and to access content anywhere has led to the true multiscreen household with TV’s in a number of rooms and a laptop for each person in the household.

Whilst the PC’s world was evolving rapidly to become more portable and personal the humble phone was going through a similar transformation. Only 20 years ago the7776.old 2D00 tv 5F00 thumb 5F00 211FCB89 Meet the Screens – the Emotional Connections We Have With Our Screens mobile phone was the size of 2 bricks, only made phone calls and cost a small fortune. It was the preserve of the few and without it you would become un-contactable once you walked out of the door. Imagine that! Imagine to, 20 years ago, predicting what the phone would look like today, its size and its capabilities. It would seem pure fantasy.

The phone today provides comfort. We are safe in the knowledge when we leave the home that our life is with us, all our communications, all our interests, and our diaries, it makes us feel secure, we are never alone. It is close to us.

The latest in portable entertainment and communication is the tactile tablet which is taking on the laptop as the laptop took on the desktop. Apple tablet growth rates are higher than the iPhone was and the market is in its infancy. Whilst these devices are distinctly different from the current laptop range they will converge in the future. With the latest models having detachable keyboards and news that the next version of Windows (Windows icon cool Meet the Screens – the Emotional Connections We Have With Our Screens will work across all platforms I can see that laptops and tablets will merge to form one powerful and flexible technology in the near future.

We can all relate to this tale with our own usage and consumption habits. Habits that are well documented by wide range of data and research. The question today is not so much of consumption but of the relationships these screens have in our lives, do we have different relationships with our different screens? Do we see them as all being the same or having different and distinct personalities? If we do have different relationships with the different screens then can we learn something about the content we provide and how to craft more relevant and therefore effective advertising?

This forms the thinking behind the Latest Global Insight study from Microsoft Advertising called “Meet the Screens”.

Thinking differently we decided to study the relationships between consumers and their screens, by using Jungian archetypes as a framework for defining this consumer-to-screen relationship. Carl Jung was a psychiatrist who developed 12 Jungian Archetypes based on mythical creatures. 4011.architypes 5F00 thumb 5F00 7450860C Meet the Screens – the Emotional Connections We Have With Our ScreensHe believed that people have innate and universal representations that help them understand the world and their relationships with themselves and others. We see archetypes in many popular movies and books, including Star Wars (Yoda is a Wizard), Lord of the Rings (Frodo is an Everyman) and Harry Potter (Harry is a Hero).

The results showed that we do in fact relate to each screen in a unique way, the different emotional relationships we have with each screen dictates the manner in which content should reach us through the TV, PC and mobile phone.

The study found conclusive evidence of the different relationships we have with our screens that lead to a need for tailored content and commercial messaging.

· The TV is an old, reliable and entertaining friend … it is the Everyman and Jester that sits comfortably in the home and entertains and relaxes us. Despite consistent perceptions in the West, Russia and China are slightly less trusting of the TV, since viewers are more suspect of what were state-owned mediums.

· The PC is an older sibling, a Sage … it is someone to learn from, show off to, and compete with. It’s far more trusted than TV, especially in Eastern countries because they can control and choose the content on their PCs. Younger consumers like the versatility and greater engagement driven from PCs.

· The mobile is a Lover … It is the most personal device and something users feel physically and emotionally close to. They want it with them at all times. This is a relationship that is just beginning, and remarkably, it’s the most consistent across all age groups and geographies.

7367.screens 5F00 thumb 5F00 7171872F Meet the Screens – the Emotional Connections We Have With Our ScreensUnderstanding these archetypes and the relationships consumers have with their screens can make it easier for marketers to understand how best to create and adjust campaigns for relevancy on each device, leading to more effective advertising. Archetypes can also be utilized as guide to building successful multi screen campaigns.

The key questions advertisers should ask of their creativity and messaging are…

· For TV -does the message resonate in association with “the everyman?” Is it accessible, funny, and relaxing?

·For the PC – Does this message correspond to the personality of “the sage” or “older sibling?” Does it challenge the consumer, teach her something, allow her to show off or give her something to aspire to? Does it engage them in a two-way experience?

· For Mobile – Does this message resonate to “the lover?” Is it personal, intimate, surprising and does it make the consumer feel like he’s wanted and belongs to something (or someone)?

To bring a visual understanding of how this works in practice we worked with BBDO to showcase some examples of how best to create engaging advertising for each platform. Using real campaign it provides further understanding of the different ways to deliver effective commercial content.

I finish with some questions. How do my online habits compare to you? Do you have different relationships with the screens in your life? And do the archetypes identified in this study match them?

Tim Jones – Head of Insights and Analytics EMEA at Microsoft Advertising

 Meet the Screens – the Emotional Connections We Have With Our Screens

Marc Bresseel, VP Global Marketing Microsoft Advertising opened Imagine London and set the theme for event. What do we see as the ‘new digital’, how does this enable brands to tell stories and why story telling is of importance. A mix of very engaging speakers gave their view on why stories matter in the advertising space.

The New Digital

‘The new digital is less about a new capability of digital media and technology, and more about the coming together of a few forces’ says Bresseel:

  1. A new time and place for digital as an entertainment medium,
  2. Changing consumer behavior and
  3. The evolving role of digital across the consumer journey and in cross-media experiences

The Importance of Story Telling

Story telling is of importance as it is a great way for a brand to connect with their customers and to start a dialogue. Stories have the ability to create an emotional connection, one that can make a lasting impression and ultimately build a lifetime connection.

Niku Banaie, Chief Innovation Officer at Isobar says technology has allowed consumers to connect on a deeper level with a story. Have you been watching Lost? There was a site where viewers could hunt for more clues in between the screening of episodes which kept audiences engaged. The ‘We tell stories’ site from Penguin Books shows a new way of sharing literature. Banaie says ‘it is important to understand the central premise to your story and then create innovative actions that enable the story not simply tell the story’.

Mark Borkowski, Leading publicist and media commentator, points out that a week’s worth of news now contains more info than an 18th century man would come across in his life. So we should ask ourselves why our audience should care about what we have to say. Brands need to take a leap of faith with their stories and build them up from their foundations. Technology is not your story, it is your narrator.

Dave Coplin, UK Search and Social Media Evangelist approaches story telling from a social & search point of view. There is a very real shift to trusting information handpicked by those you know (think Tripadvisor). Seeing their recommendations in your search results tells you a useful story on where you might want to go and what you may want to buy (or avoid).

Nicola Mendelsohn, Chairman of Karmarama and IPA says in history the storyteller has always been the one with power. The power of good stories is enduring such as for examples the cave drawings in Lascaux proof. The best stories tell us who we are, they are easy to remember and they can offer a framework to us. So why do we need stories? Because our brains are programmed to accept patterns, stories and storytelling always been a way to make sense of things and cut through the clutter. So it doesn’t come as a surprise then that the single most important factor necessary for a brand to connect to all audiences is presence of an enduring story.

2553.P1080684 5F00 thumb 5F00 70DDBD61 The New Digital and the Importance of Story Telling at #Imaginelon

Alex Riley

If we weren’t convinced enough now by the importance of storytelling Alex Riley, Senior BBC Journalist gives an entertaining account of the discoveries he made for his BBC 3 series ‘The Secrets of Superbrands’ With the help of marketers, brain scientists and exclusive access to the world of the superbrands Alex set out to find out why we buy them, trust them, even idolise them.

I find it somewhat frightening when his brain scientist exclaims that a lot of what we do is down to basic instincts that our emotions drive the rational, we actually have no free will’ but the more people Alex interviews the more it becomes apparent this might be true. We are seemingly a slave to our emotions and we want brands that share our values. Coke or one of its sub brands is the No.1 soft drink in all 204 of its countries except Scotland where it is Irn Bru. Why? Because Iron Bru somehow precisely conveys the character of the Scots in their ads (‘down to earth’ says the Iron Bru man in the clip). Final lesson from Alex: ‘You may have all the newest technologies but don’t forget you’re speaking to a prehistorical brain’

How can Microsoft help to take your story forward?

There are plenty of digital advertising opportunities. It now becomes of importance to connect these opportunities so that they are used to tell your story.

We help you do this by:

1. Driving more effective campaigns through consumer insights and data base targeting

2. Providing flexible and robust platforms that allow storytelling in context

3. Content and advertising integration across platforms, PC, Social, Search, MSN Mobile and Tablet, to reach audiences in the right mindset.

Stories would not be what they are today without technology. Digital enables you to pinpoint an audience, at deliver the right message in the right context. At Microsoft Advertising, we help brands to connect more deeply with consumers through relevant content, insight, data, and technology. Reach your relevant audience today.

Follow our live coverage from Imagine London tomorrow from 9AM GMT via @MSadvertising #Imaginelon or watch the live streaming here

 The New Digital and the Importance of Story Telling at #Imaginelon

Turkeys and taxes

Author: GoogleAdSenseBlog
The NBA season may be unusually absent at this time of year, but thankfully we can still count on Thanksgiving, Black Friday, and oh yes… preparation for taxes. Before falling asleep next to a warm fireplace with a belly full of savory delicacies and sugary sweets, be sure to log in to your AdSense account to double-check your address. To ensure that your AdSense account reflects your current tax standing, you may even re-submit your tax information. We’ll soon be using the information in your AdSense account to generate your tax forms for 2011, so you’ll want to make sure that the information we have is correct.

Remember, you’ll only receive a tax form 1099-MISC from us if you’re a U.S. publisher and you meet either of the following requirements:

  • You submitted a Form W-9, are not a corporation, and were paid at least US $600 in 2011
  • You indicated that you are subject to backup withholding and had taxes withheld

Enjoy the festivities!

Posted by Sharlene Su – AdSense Payments team

5576995 5573182790519839025?l=adsense.blogspot Turkeys and taxes
 Turkeys and taxes

 Turkeys and taxes