Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.

1. 1
Author: Pug Life Ad Solutions, Damus Chu
Prepared on February 2014

2.  Why Invest in Digital?
 Digital Landscape.
 Digital Opportunities.
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3. There‟s a couple of reasons to use digital media.
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4. Source National Business
Monitor Report: Feb13 (1,000)
2 out of 5 business owners reported annual revenue decrease!
4

5. Consumer Confidence
jumps to highest level
since January 2011
42% (+5%) expect the economy to have „good
times‟ over the next 5 years.
17% (-2%) expect „bad times‟
Source Consumer
Confidence Report: Oct13
(53k)
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6. 140%
**[VALUE]
120%
$2,000,000
100%
$1,500,000
100%
**[VALUE]
80%
$1,000,000
60%
40%
$500,000
% Difference
Ave. Annual Revenue
126%
20%
$-
0%
Low Digital Engagement Businesses
High Digital Engagement Businesses
High digital engagement businesses saw $350k increased revenue.
Only 16% of businesses have high digital engagement!
Source Access Economics
Report 2013 (500)
**$ Figures forecasted revenue
by Pug Life Ad Solutions
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7. Source Thinks Docs – New
Multi Screen World
A massive 90% of interactions occur on digital screens
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8. 39% of
business
owners
revenue
are down
3 year high
in consumer
confidence
30%
increase in
revenue for
business
owners with
digital
presence
90% of all
media
interactions
are across
digital
screens.
There are 4 sources of research suggesting why Australian
businesses should invest in digital media
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9. The current state of digital in Australia.
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10. 16.8m Aussies Online
810m mobile impressions
36% site visit
on Mobile &
Tablet
12.5m
streamed
video
40hrs/mth
online
14.4m
unique on
Facebook
10.9m
unique on
Mi9
6hrs
49mins/ mth
streamed
10.8m
unique
stream YT
4.1m unique
stream FB
76% of Aussies are online mainly using FB, Youtube and NineMSN
2 out of the 5 site visits are on Mobile & Tablet
Source Online Landscape:
May 2013
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11. 78%
smartphone
users
research
products
55% use a
social app
PayPal /
NFC /
iBeacon
enable user
payments
59%
Aussies
use web
on mobile
Mobile
1H 40M
spent on
mobile
each day
41%
smartphon
e users
made
purchases
Mobile
takes over
Desktop in
2014
Tablet
takes over
desktop in
2017
Source Digital Buzz 2014
Stats Facts & Google Think
New Multi-screen World
2013
Mobile & Tablet are very important devices over the next 3 years
Agencies will be recommending to build your landing pages in HTML5 to be device agnostic
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12. #1
2.76m
FUN FACTS:
My Kitchen Rules = 1.766m
The Block = 1.234m
9 News = 1.091m
#2
2.75m
Source: OzTam 26th Wed Feb 2014
#3
2.45m
#4
2.39m
Source: Nielsen Online
Ratings January 2014
Leverage top 4 news sites in Australia
Reach business and retail customers on higher reach days Monday/Tuesday/Wednesday
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13. Source: Lumascape
Resource Center
Agencies are able to manage the 15 categories above, and curate the best
possible mix of digital channel plan to meet your marketing objectives
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14. 0.35%
0.31%
Click Through Rate %
0.30%
0.25%
0.22%
0.19%
0.20%
0.15%
0.10%
0.05%
0.13%
0.12%
0.09%
0.08% 0.08%
0.10%
0.06%
0.05% 0.04%
0.06%
0.06%
0.15%
0.13%
0.06%
0.08%
0.07%
0.04%
0.23%
0.21%
0.20%
0.15%
0.14%
0.06%
0.18%
0.12%
0.06%
0.07%
0.12%
0.07% 0.08%
0.03%
0.07%
0.07%
0.05% 0.05%
0.03%
0.08%
0.05% 0.06%
0.00%
Standard CTR%
Rich Media CTR%
Gaming, Apparel and Auto tops the list of industries expect higher responsiveness
Tech, News & Finance need creative to work harder
Managing your expectations according to industry click through rates
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15. 2.00%
Click Through Rate %
1.53%
1.50%
1.30%
1.00%
0.67%
0.37%
0.50%
0.25%
0.13%
0.08%
0.06%
Polite Banner
Standard Banner
0.00%
Floating Ad
In-Stream
Mobile
Floating Ad w
Reminder
Expandable
Banner
Rich Media
Floating ad units yield the highest response rate but are expensive to use
The recommendation would be to use them for campaign launches
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16. 728x90
300x25
0
300x60
0
160x60
0
Source: Press Releases
2013 Universal Ad Package
There are x4 mandatory display ad units to use. This is to ensure you maximise your reach
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17. Source: Press Releases
2013 Universal Ad Package
The 300x50 & 320x50 are the mandatory mobile ad units to use across key
publishers such as InMobi and AdMob
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18. Latest Digital Media Opportunities
18

19. TACTICS
DIGITAL UPDATE
MEDIA OUTPUTS
AWARENESS
Interactive Video & Connected TV
Unique Visitors & Impressions
INVOLVEMENT &
ADVOCACY
Content Amplification, Use Images
on Social, Dial-up FB, Building a
Bespoke LinkedIN App
Affinity, Likes, Comments, Shares
, +50% Video, Competition
Entry, Dwell Time
PURCHASE
The Trade Desk, Retargeting, Criteo, Microsoft Media
Network, Creative Tips, Leverage
KWs.
Applications, Brochure
Downloads & Sale
The purchase funnel is used to strategically plan the right channels
to meet your objective
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20. Play Game
View-ability Tool:
Win Prizes
TVC
Choose one to Skip:
Download
Brochure
Book Test Drive
360 Spin
Photo Gallery
Boost engagement (~3%) and completion rates (~72%) using interactive TVCs
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21. 1/3 Australians own TV with access to internet
300-400k Australian have connect to internet
They are streaming TV shows and movies
Once NBN is rolled out, usage will surge
Adconion partners withy LG and Samsung to sell
exclusive ad inventory
Be one of the first in Australia to invested in Connected TV opportunities
The audience is typically tech savvy, affluent and a movie lover
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22. Text-links/Thumbnails
Video Links
You‟ve created amazing content already. It‟s informative, easy to ready and
newsworthy. Amplify these through the Outbrain network. Your articles will
appear native and organic to publisher websites
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23. Spends 2 hours
across
breakfast, lunch &
night
FB usage dominates.
89%
62%
Facebook
81%
53%
42%
14%
Google+
Optimise to
conversion on
The Trade Desk
Active
User
Twitter
30%
14%
LinkedIN
23%
11%
Instagram
Bigger CTR%
using Imagery:
Own
Account
Any
Specific Targeting:
Network
15%
7%
Source Digital Buzz 2014
Stats Facts, The Trade
Desk, Pug Life Ad Solutions
– Anecdotal Evidence
Images across all networks achieve higher response rates
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24. Page Post
Promotions to
increase
reach, drive
brand
engagement and
spread WOM of
special offers
Enable fans to vote
their favourite
designs / colours /
range, they
become brand
ambassadors, &
spread WOM
You‟ve already created some FB posts with offers and votes
Reach a lot more Australians with a bit of paid media
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25. Engage with professional through a LinkedIn game
These apps will live forever. This was built through the LinkedIN API
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26. Image Driven
Professionals
Eco-conscious
Adventure Seekers
Road Warriors
Career Changers
Luxury Tech
Opinion Leaders
Empty Nesters
Entrepreneurs / StartUps
Active Lifestyle
Influencers
Female Professionals
Millennial (reach adulthood in yr. 2000)
Early Adopters
Mobile Pro-sumers
Run of Professionals
Target career changers who just received a pay rise
Target key decision makers; C-Suite, Managers, etc…
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27. SUPPLY EXCHANGES
REAL-TIME BIDDING
DEMAND SIDE
PLATFORM
(SOFTWARE)
SUPPLY SIDE
PLATFORM
(SOFTWARE)
Here‟s one example of a credible trading desk called “The Trade Desk”
It trades up to $51m worth of Display and $4m Video ad inventory
CONSUMERS
ADVERTISERS
TRADING DESKS
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28. STEP 1
STEP 2
STEP 3
STEP 4
Your Brand Page
User clicks on your ad
User reaches your
landing page.
The Trade Desk drops
a cookie
User is either:
1) Negative targeting if
they make a purchase
2) Re-targeting if they
make no conversion
Your target audience
re-visits your landing
page / visits your store
to make a purchase
We can re-target people who have visited your site
We recommend marketers use Google Tag Manager to ensure we have all the
conversion points & touch points are tracked
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29. Criteo can help manage relevant creative to be
served to users depending on how they engaged with
your brand on your site
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30.  MMN (Microsoft Media Network)
 Mass reach 16.8m of population
 Top 5 digital media owner (vs. Yahoo, Fairfax, News and GDN)
 +80 premium channels;
 Collect learnings & establish market CPA starting with a CPM-A deal for
1st half of campaign
 Revert to CPA over time for 2nd half of campaign to guarantee web sales
 Pay per enquiry / web sale via CPA deals in 2nd half of
campaign
 Frequency cap @ 5 to avoid creative wear-out
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31.  Test variations of the messaging, e.g.:
 “Beautifully designed, quality craftsmanship & affordable”
 “12 month interest free, save $500”
 “$500 cash back offer”
 Higher coverage using; 300x250, 728x90, 160x600, 300x600, 300x50
 SWF files with back up GIF/JPG. Animation to stop at 30 seconds.
 3 frames; 1st brand, 2nd proof points, 3rd offer
 Beat the Mediamind Benchmark CY12
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32. Leverage keywords which have high click through rates and cost effective
CPC in other media channels like display, radio, press, etc…
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33. This presentation was constructed by the owner of Pug Life Ad Solutions, Damus Chu. His
experience ranges across several industries over 7 years. It is aimed to assist brands in
marking well informed digital advertising decisions.
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34. For enquiries contact:
E: damus@puglifeadsolutions.com.au
M: 0405 355 188
W: puglifeadsolutions.com.au
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