In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
17. Internet advertising continues to grow – 30% 3 rd quarter y-on-y Source: Internet Advertising Bureau July to September 2008
18. Online advertising spend third quarter 2008 Source: Internet Advertising Bureau July to September 2008 33% increase y-o-y 29% increase y-o-y 25% increase y-o-y
19. But tracking just advertising is like looking at the tip of the iceberg
57. Search and directories expenditure 2002-2008 Source: PricewaterhouseCoopers – IAB Online Advertising Expenditure Report – September 2008
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59. 67% of online search is driven by offline channels Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.
60. 68% search via branded key words Source: Jupiter Research/Ipsos Insight Consumer Survey (6/07) 68% Branded Keywords
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64. Wallace Bishop case study - SEM effectiveness Source: Wallace Bishop Conversion rate 20% Doubled Gold Card signups Doubled daily visitors
65. QUT case study - SEM effectiveness 116% increase in leads y-o-y Source: 2006/2007 Data referenced from Hobsons Report on Faculty of Business Undergraduate Prospects July 06-June08 116% increase in leads y-o-y
71. Purchase cycle – motor vehicles Source: American Advertising Federation (AAF) November 2006 In market Purchase Vehicle purchase process takes 8-12 weeks Less than 5% of this time is spent car research sites 5% The majority of online time online is spent on more normal browsing 95%
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73. Toyota/Yahoo7 case study Source: Yohoo7 95% Click through lift Users searched keywords: Toyota Holden Car Dealership carsale.com.au Hyundai Car rating drive.com.au Small Cars Consumers visited: Yahoo7-Drive Yahoo7-Directory-Automotive
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77. Most effective online targeting methods Source: American Advertising Federation (AAF) November 2006
78. Projections for US behaviourally targeted spend Source: American Advertising Federation (AAF) November 2006