Using The Internet to Engage Consumers: Techniques and Technologies

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Using The Internet to Engage Consumers
Techniques and Technologies

• Harun Asad
• May 2006

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Agenda

• Why Focus on Engagement?
• What Is AOL Doing?

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Media Fragmentation
26 Different Media
Outdoor Billboard Picture Phone Instant
Messenger Email Ads Yellow Pages Satellite
Radio Text Messaging MP3 Player Web Radio Video
Games PDACell Phone TIVO
Word of mouth TV Cable ISP/Search Engine At
Retail Radio Product Article In-Store
Promo Newspapers Newspaper Insert Direct Mail TV
Broadcast Magazines Internet Ads
BIGResearch, 2006
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ROI Models Are In Flux

• Traditional
• Reach
• Frequency
• Awareness
• Perception
• Intent

• New
• CTR
• Clicks
• Downloads
• Streams
• Email response

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How Do You Capture Attention AND Drive Brand
Equity?
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A Framework for Engagement
IAG Research, Making Engagement Work, April 2006
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Engagement Drives Ad Recall
IAG Research, Making Engagement Work, April 2006
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What Is AOL Doing?

• Consumer Insights
• Programs and Products
• Targeting
• Measurement

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AOL Consumer Insights
Social Orientation
Media Engagement
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AOL NewsQuiz
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AOL Community
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AOL/Dove Calming Night
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AOL Targeting Capabilities
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How Does Targeting Fit With Engagement?
Targeting
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AOL Targeting Capabilities
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AOL Measurement Efforts
Comscore Media Metrix
XMOS Partnership
TW Research Council
More To Come
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Using The Internet to Engage Consumers
Techniques and Technologies

• Harun Asad
• AOL Media Networks