While 2011 still looms large in our collective rearview mirror, we thought it would be interesting to take a hard look back at the ad campaigns, industry developments and technology advances that have made the past 12 months memorable. Join us for an evening of cheers, jeers and, yes, beers as we share our rapid-fire personal picks for what we're calling 2011's Cheers@Meers.

2. 2011’s Cheers@Meers
§ Sheree Johnson: Blundering Through 2011
§ Julie Parker: Facebook (R)evolution
§ Allisyn Wheeler: QRs Function vs. Fantasy
§ Sam Meers: A Piece of Cake
§ Aubrey Ammon: The Fifth Screen
§ John Kreicbergs: Getting Siri-ous

3. 2011’s Cheers@Meers
Sheree Johnson
§ Director,
Business Intelligence
§ @SAJohnson

4. If Only They Had Done Their Research:
Top Media/Marketing
Blunders of 2011

5. What the heck
were they
thinking?

6. #10 – Target.com’s Relaunch
§ Unshackled itself from
Amazon on 8/23/11
§ Enlisted more than 20
vendors to build its own
e-commerce technology
and website
§ Site crashes, broken links,
missing baby and wedding
registries AND shopping
carts with a mind of their
own
§ Too many cooks in the
kitchen

7. #9 – O.co Pulls Back
§ Overstock.com changes its
name to O.co
§ Created major confusion
§ “Going too fast, need to try
this at a slower pace, not
flipping back, just
refocusing”
§ Kinda, sort of, going back
to its original name

8. #8 – Huffpo Punishes Aggregator
§ AdAge busts HuffPo staffer
for using one of its
columns
§ HuffPo talks zero tolerance
and suspends the staffer
§ Punishment far worse than
the crime?
§ Writer publicly skewered
for doing what she was
taught
§ “Overaggregating” basically
their business model

9. #7 – Ongoing J.Lo/Fiat Fiasco
§ Puzzled/furious Fiat and football
fans with intro of Fiat 500
– Chrysler: “not an ad for the car,
but marketing tie-in for J.Lo’s new
music video”
§ Appearance of both at AMA’s
Tweeted as “shameless”
§ Released a “real ad” of J.Lo
driving around the Bronx
– J.Lo too busy shoot, so double
was used
– Too much like Eminem/
Made-in-Detroit Super Bowl spot

10. #6 – The Charlie Sheen Show
§ One man wreck
§ Brought #1 comedy to
complete halt
§ Deranged Tweets,
interviews, rants
§ Fueled gossip blogs for
months
§ Results:
– Charlie Survived/Sober
– FX gets new show – Anger
Management
– Comedy Central got a top
rated roast
– Ashton snagged a new job

11. #5 – Groupon’s Super Bowl Fumble
§ Some thought Super Bowl
ad hilarious
– Timothy Hutton/Plight of
Tibet
§ Other 99% – not so much
– Huge social-media multiplier
effect
§ Full scale scandal, CEO
threw Crispin under the bus
– “Too edgy/entertaining, too
much trust”
§ So who’s he going to blame
for that IPO

12. #4 – Social Media #FAILs
§ Kenneth Cole sticks fashionable
foot in mouth
§ Af-Quacked: Gilbert Gottfried's
inappropriate Tweets
§ F-bomb in tweet from @ChryslerAutos that
criticized Detroit drivers
§ GoDaddy CEO Bob Parsons tweeting a
video of himself shooting an elephant in
Zimbabwe

13. #3 – BoA Tries to Make You Pay
§ Consumers still feel we are
in a recession
§ Middle America angry
about bailouts & bank
profits
§ Occupy Wall Street was in
full swing
§ BoA announces $5
monthly debit card fee
– “So tone deaf bordered on
stupidity”
– Abandoned scheme after
customer outcry

14. #2 – Frosty Reaction to Holiday Coca-Cola
Why?
1. Confusion with Diet Coke
– So, fact sheet about differences created
2. Swear that it tastes different
– New Coke conspiracy??
3. Ardent fans find the change in color
blasphemous
– Outrage shared on Facebook/Twitter
– Don’t mess with tradition

15. #1 – Netflix Angers Everyone
§ July price increase announcement with
scant explanation (60%+)
§ CEO Reed Hastings issues email
apology in September with “I messed
up,” consumers expected price
rollback
§ Instead, announces spilt:
– Qwikster DVD by mail service
• Bad name
• Failed to get @Qwikster Twitter handle!
– Netflix streaming service
§ Customers revolted, industry leaders
shook heads, Netflix abandoned plan
§ Lost 1 million customers, $12 billion in
market value

16. 2011’s Cheers@Meers
Julie Parker
§ Senior Account Manager
§ @JulesPHoo

17. Facebook Evolution and the Launch of Timeline
or….Incoherent Ramblings

18. “How on Earth did we stalk our exes,
remember our co-workers’ birthday, bug our
friends, and play a rousing game of
Scrabulous before Facebook?”

19. The beginning…
§ Thefacebook.com
launched Feb 4, 2004
§ Harvard University
§ Required a university
email address features
§ By the end of the year, § Profile
§ Text-Only Wall
reached 1 million users § Messages
§ Poke
§ Groups
ex. “Number 10 Party School in
the Nation…I’ll Drink to That!”

20. Original profile

21. Pages over the years
Tabs
Photo
Bar
Mini
Feed
Notes
Events
Marketplace
Ticker
Status
Ads
2006
2007 2008 2010 2011

22. Timeline
§ Unveiled at the
f8 conference onTimeline…wanted to convey two feelings: The
“Facebook’s
September 22
feeling of telling someone your life story, and the feeling of
§ Worldwide
memory -- of remembering your own life.”
rollout began
December 15
--E.B. Boyd, FastCoDesign.com

23. Gems…

24. The real stuff…

25. What does it all mean?

26. But what does it really mean?

27. And…

28. Bottom line

29. 2011’s Cheers@Meers
Allisyn Wheeler
§ Channel Strategist
1. Download a QR Scanner application onto your smart phone (QR
Code Reader and Scanner, QR Reader for iPhone)
2. Open application and scan the QR Code to learn more about me
and follow me on Twitter

30. Quick Response Codes

31. What are QR Codes?
§ Specific matrix bar code (two-dimensional code)
that is readable by smartphones
§ A way to digitally connect consumers of
primarily non-digital content to the Internet
– Conduit to more robust information, offers,
freebies, etc.
– Provides a quick alternative to a consumer having to
type an actual URL into their web browser

32. A Brief History
§ Developed by Denso Wave in 1994
§ Widespread in Asia, have made inroads in Europe and are still
gaining traction in the U.S.
Total U.S. Population
(June 2011)
U.S. Mobile Phone
Owners
73% own a
mobile phone 40% 73% own a Smartphone
smartphone owners
16%
16%
Scanned a QR code
Comscore, August 2011 in June 2011

33. Who is Using QR Codes?
§ Male, young-middle aged and upper income
– Men are 25% more likely than the average mobile
phone user to scan a QR code (60.5% of the
scanning audience)
– More than half of all QR code scanners are
between the ages of 18-34 (53.4%)
– More than 1 of every 3 QR code scanners (36.1%)
had a household income of at least $100,000
Comscore, August 2011

34. Source and Location
§ Nearly half of U.S. mobile phone users who scan QR codes
do so from a printed magazine or newspaper
– 35.3% from product packaging
– 27.4% from a website on a PC
– 23.5% from a poster/flyer/kiosk
§ 58.0% of mobile phone users scan QR codes from their
home
– 39.4% from a retail store
– 24.5% from a grocery store
– 12.6% from public transit/while outside
– 7.6% from a restaurant
Comscore, August 2011

35. Successful Executions
§ Call-to-action
§ Instructions
§ Set Expectations
§ Be careful with time sensitive offers
§ Keep measurement and evaluation in perspective
§ Avoid making critical information accessible solely
through QR codes
§ Make it worth the consumers while
Comscore, August 2011

36. The Hits

37. Calvin Klein

38. Victor Petit’s Resume

39. Tesco Home Plus

40. The Misses

41. Red Bull

42. Continental

43. Esquire

44. Nirvana's Nevermind 20th Anniversary Edition

45. 2011’s Cheers@Meers
Sam Meers
§ President
§ @sammeerskc

46. A Piece of Cake

48. 1983

53. http://youtu.be/spP5IAxsu5o

54. 2011’s Cheers@Meers
Aubrey Ammon
§ Channel Manager
§ @aammon

55. Traditional OOH

56. “The 5th Screen”

57. Cinema in the Sky

58. Year In Review
§ Many large cities and 82% of U.S. states now allow
digital billboards
§ By the end of 3rd quarter, Clear Channel had a total
of 768 digital displays deployed in 37 U.S. markets,
with more than 200 installed over the past year
§ Spending increased in 2011 (4.3% from 2010 to
$4.8 billion)
– Newspapers: Dropped 7.6%
– Magazines: Dropped 5.6%
– Radio: Increased 2%
• Still down 20.5% from 2007

59. Eyes On
§ Audience measurement was DECs past
75 years
§ EOIs are fairly new measurement
– Based only on audiences actually seeing
your ads
– Available for all major demographic audience
segments (age, gender, race, income)
– Weekly impressions vs. Daily measures

60. Benefits??
§ High traffic locations
§ No extra production costs
– Vinyl is gone
§ Flexibility
– Last minute updates
§ Latest technology
– Dynamic content

61. Dynamic Content
§ Change messaging at the speed of the internet

62. Law Enforcement Support
§ FBI and OAAA launched a multi-state man hunt for the
East Coast Rapist
§ The campaign proved successful
– Authorities credited the
apprehension of the suspect
to the media blitz initiated by
the 30-plus digital billboards
– The story made national
and international news
§ Since 2007, the FBI has
credited digital billboards
with the apprehension of
45 fugitives

63. Non-Profit Support
§ 10-year anniversary of the observance of the
moments on September 11, 2001
§ More than 450 digital billboards
§ 23 markets across the nation
§ One hour and 17
minute takeover

64. Planes, Trains, Automobiles
Gas Stations
§ Other Digital OOH
Airports
Malls
Bus Shelters

65. What’s next?
1. Growth in numbers
– More than 2,500 digital boards nationwide
2. Steady decrease in prices
– Fallen nearly 20% in past couple of years as LEDs
become affordable
3. Better energy efficiency
– Energy requirements cut in half over the past year
4. Advertisers understand the value
– Dynamic Content – Cinema in the sky
5. Boards look good over time
– Preserve through time, elements and still look good

66. 2011’s Cheers@Meers
John Kreicbergs
§ Director, Digital Strategy
§ @patchchord

67. “Siri, you autocomplete me.”

68. Meet Siri

69. What We Know About Siri
§ Proprietary Apple search algorithm
– Sources: Google, Yelp, Wolfram Alpha and
more
§ Great at sending emails, texts, setting
reminders, calling contacts
§ No so great at more “esoteric” searches

70. Yes. There’s a blog for that.
http://shitthatsirisays.tumblr.com

71. Siri’s Impact On Search
§ SEM spending projected to reach $19.3 billion in
North America in 2011*
§ Siri effectively bypasses SEM advertising
§ Siri heavily relies on natural search data
– Page titles, descriptions, keywords & CONTENT
§ iPhone 4S sold over 4MM units in first week of
release in October
§ 25MM customers already using iOS 5
* Source: SEMPO State of Search Engine Marketing Report 2011