Independent Research Study Shows Leading Advertisers Driving Higher Online Brand Engagement With Rich Digital Media
A newly commissioned and recently released study conducted by Forrester Consulting on behalf of Autodesk reveals that engaging customers online is becoming increasingly challenging for advertisers as consumers today are quick to compare content on the web to the latest Hollywood blockbuster, console game or television show.
Forrester Consulting interviewed executives at twelve leading digital agencies in the United States and Europe and concluded that, “rich digital media is not just a trend; it’s the future of advertising. Agencies leveraging innovative design tools and technology have proven their effectiveness in driving higher engagement online in a cluttered web environment.” According to Forrester, advertising and digital agencies with media design capabilities have a distinct competitive advantage over firms without similar resources.*
“The fire starter is always storytelling. If both the story and experience are good, people will talk about it in their social networks,” said David Ericksson, CEO, North Kingdom, a Stockholm-based digital agency with an impressive client roster that includes global brands Adidas, Toyota, Coca-Cola and Disney. “3D content creation has always been core to what we do and having access to the same tools as the bigger studios makes us competitive in the global arena. We would never be where we are without these tools and technologies combined with our talent.”
According to Forrester, video advertising is the fastest-growing segment within interactive marketing. The independent research firm expects interactive marketing spend to approach $77 billion by 2016, a 100 percent increase over what companies invest in interactive marketing today.**
The Forrester study, commissioned by Autodesk, revealed that agencies are using rich digital media in eight key areas: virtual photography; animation and motion graphics; interactive displays; product demos; gamelike experiences; social media drivers; online and mobile advertising and video production. The expansion is being driven by a unique confluence of elements, including increased consumer access to professional video programming online; rapid growth in the tablet and mobile device market and increased consumer expectations for high-quality content.
“We have noticed a marked increase in new customers from digital and traditional advertising agencies licensing our software,” said Maurice Patel, head of industry marketing, Autodesk Media & Entertainment. “Rich digital media empowers advertisers to tell richer brand stories, drive deeper engagement and ignite conversations on social channels such as YouTube and Facebook. These experiences increase fundamental engagement metrics such as time on-site, as well as improve metrics such as lowered bounce rates.”
*Read the Forrester study, “How Advertisers Are Driving Higher Online Brand Engagement with Rich Digital Media;” November 2011 watch video profiles of digital agencies Firstborn (New York) and North Kingdom (Sweden) and learn more on the new Digital Media Facebook page.
**Source: “US Interactive Marketing Forecast, 2011 To 2016,” Forrester Research, Inc., August 24, 2011.
About Autodesk
Autodesk, Inc., is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries ⎯ including the last 16 Academy Award winners for Best Visual Effects ⎯ use Autodesk software to design, visualize and simulate their ideas. Since its introduction of AutoCAD software in 1982, Autodesk continues to develop the broadest portfolio of state-of-the-art software for global markets. For additional information about Autodesk, visit www.autodesk.com.
Autodesk and AutoCAD are registered trademarks or trademarks of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. Academy Award is a registered trademark of the Academy of Motion Picture Arts and Sciences. All other brand names, product names or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document. © 2011 Autodesk, Inc. All rights reserved.
Contact:Rama Dunayevich Autodesk Contact Rama via email
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Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More