The Brand Exchange- Value of Brand led advertising and ad exchanges
Had an interesting session at the MediaMind Digital Experience Day.
The topic I was given was:
The Brand Exchange- Maximizing your reach
Historically exchanges have been widely utilised by agencies and clients as an effective way to drive DR goals… but for building brand? Can this channel ever be utilised to achieve branding goals? Could a brand-focused client take advantage of the available reach and frequency that exchanges offer?
When I got the topic, I looked at it- and the first thought was “What the heck is a brand exchange”? But after a little thought, it was clearer.
We have used digital media as largely a direct response channel. And that will change soon.
Not a visceral prognostication, but the signs are there for those who want to see it. It is coming.
Even till now, banner planning/display advertising planning has always begged for much more than impression/click planning, and intelligent, forward thinking and brave minds have tried to explore beyond what they were being told to.
The event was much bigger than I expected, and I went in a little unrehearsed. I prefer it that ways. It lends a little spontaneity to the show, brings in a raw, conversational element, and if you are comfortable with the story you are telling, things flow.
All said, it went off well. And in an audience consisting of hard core digital media guys, I was glad that it was as well received as it was.
Here’s the presentation: