This event starts at 11:15 a.m. in the Ballroom.
RAM: stands for Research Analysis of
Staffan Hulten: multimedia is omnipresent. Most papers do not have a complete understanding of how print and multimedia works. The more media we get into the more of an understanding
Hulton: multimedia ad solutions is the most probanle future. Design campaigns according to client's interests.
Reach and Research are an important way of measuring in every media.
When it comes to Reach, t.v. radio and online are always number one. We need to be less interested in counting eyeballs and more interested in Reach.
The crazy clickers play a big role. They are an aspect of the internet population that have increased every year since 2009.
Integrated sales are supported by: Newspaper, Mobile, Internet, Ipad, and Magazine. But there should not be duplication in designing media package. For more dynamic reach: combine one week of Newspaper, with one month of Internet news content, rather than one week Newspaper with one week Internet content.
Newspapers are performing better than most people think.
Newspaper advertisers want to know only about their Ad effectiveness, not general stats on how that weeks Ads.
The key to an effective Ad is in the statement and visuals. Ad recall is lifted by brand awareness and creativity. Sometimes less brand awareness, can drive a more effective campaign, depending on the uniqueness of the Ad.
"Multimedia trumps single media." You will reach more people by advertising in more mediums such as t.v, radio, alternative, and online. This creates more of an engaged audience and encourages a greater call to action.
Keep in mind that as the internet grows, your ability to target and share message with people becomes more challenging.
Five typical concepts of advertising: perception, attention, cognition, emotion, memory and behaviour. But we seem to be teaching "ad blindness" to our readers because Ads are always placed on the right side. When most people go online, their eyes immediately look to the right for the news. This reduces the Ad recall, because even though people may have seen the Ad, they do not remember it, or only spend less than 3.5 seconds looking at it.
You should never sacrifice the message for creativity and vice versa.
There is a lot of value outside of click rates.
Advertising is not rocket science. It is ad recall, interaction, brand recognition and call to action.
The more you love a newspaper, the more you love the ads within it.
In multimedia make sure you ate measuring to build competence.
Question: when creating an ad campaign how do you modulate the amount of ads you should buy?
Answer: you should understand how you want to reach your market and understand what each components role will be.
Question: How have consumers responded to advertorials?
Hulten: they may turn away readers, or they may engage readers. But they do not fool anybody, they general public recognizes it is an ad, so the headline should be good. But it is very polarized, if there is a lot of text, then there should be something else that draws people into it.