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May 13, 2009

Cebit Australia-Increasing Possibilities in Online Marketing

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Building Your Brand Online, Nic Cola, Chief Operating Officer, Fairfax Digital.
To kick off the Web Forward conference here at Cebit Sydney we had Nic Cola from Fairfax. Nic was discussing brand building online.
There is a changing behaviour of online consumer’, consumers are engaging more and more with brands online, in particular with video objects. The Victorian Bushfires saw 6,000,000 videos watched online from Fairfax properties. Middle of the day is the new primetime with this being the period where most people view online videos. Online video revenue is growing 68% per year in Australia. Banner displays will be less prevalent while video advertising and integrated content will become more popular. Fairfax users spend an average of 4 minutes online.
Digihub is an online section of the SMH and is rapidly gaining impressions and is ranking highly for certain terms by using great SEO tactics. Nic pulls in some great snippets of video to help prove his next point : that 31% of internet activity occurs when consumers are watching TV. Nic also went into some case studies about how Fairfax has achieved significant success by using online and in particular video to build several brands online.
The Case for Brand Building Online – An FMCG Brand Study, Paul Fisher, Chief Executive Officer, Interactive Advertising Bureau
Paul brings up an Australian case study of Sultana Bran (Kelloggs). The study objectives were to measure the impact and effectiveness of an online campaign. A mix of contextual placement advertisements were used over a period over 5 weeks. Video executions were also used.
The Results where:
• Brand awareness increased 5%
• The video creative increased brand awareness more than standard creative execution
• Brand consideration increased by 8%
• Brand advocacy increased by 5%
The full presentation is at IAB. This presentation had some great reasons for using online advertising; it’s not only a direct marketing platform but also tremendously useful for brand building.

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