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thinkLA Digital 101 Presentation Slides

  1. 1. Digital 101<br />Presented by Marian Thomas for <br />
  2. 2. Digital 101<br />Presented by Marian Thomas for <br />
  3. 3. Agenda<br />Section 1<br />State of Media<br />Media Trends<br />Why Online?<br />Q&A<br />Section 2<br />Terms/Terminology<br />Brand vs. Direct<br />Media Property Types<br />Q&A<br />Section 3<br />Technology<br />Tools<br />Tactics<br />Reference Materials<br />Q&A<br />
  4. 4. SECTION 1<br />Media TrendsOnline UniverseWhy Online<br />
  5. 5. Media Trends<br />
  6. 6. This Doesn’t Happen Anymore…<br />
  7. 7. And we are multitasking…<br />
  8. 8. Evolution of Distractions<br />TV<br />HD TV<br />Interactive TV <br />DVR/TIVO<br />DVD Player<br />Desktop PC<br />Laptop<br />Nintendo DS<br />PlayStation 3<br />ipod<br />PSP<br />Nintendo Wii<br />Xbox 360<br />ipad<br />Mobile Phone<br />iphone<br />Google Droid<br />
  9. 9. Harder to Find Scale on TV alone<br />1978/79: “All in the Family”; Rating 30.5<br />1986/87: “The Cosby Show”; Rating 25.3<br />1998/99: “E.R”; Rating 17.8<br />2010/2011: “American Idol”; Rating 9.2<br />
  10. 10. DVR Usage Continues to Increase<br />35%<br />of U.S. Households own a DVR (40MM)<br />Source: emarketer 2010<br />10<br />
  11. 11. DVR Usage Continues to Increase<br />41%<br />projected to own a DVR In 2012 (48MM U.S.)<br />Source: emarketer June 2008<br />11<br />
  12. 12. R.I.P. Newspapers?<br />Since 2000:<br /><ul><li>Internet usage has jumped +61%
  13. 13. Sunday newspaper readership has declined -20%
  14. 14. Daily newspaper readership has declined -19%</li></ul>PERCENTAGE OF U.S. POPULATION AGE 18+<br />Source: Mediamark Research, Inc., US Adults 18+, Spring 2000 to Spring 2009<br />
  15. 15. Over Half of Consumers are Simultaneously Online and Watching TV<br />Media Consumption Level By Usage Quintile2<br />Minutes Watched TV (Line)<br />Minutes Spent Online (Bars)<br />M-F 6p-9p / Adults 25-541<br />57%<br />USAGE CONTINUUM<br />Source: 1Knowledge Networks SRI, Fall studies, 2Nielsen TV/Internet Convergence Research Panel Reporting<br />
  16. 16. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />Internet Today:<br /> 23.5% of time<br />15.3% of dollars<br /> 8.2 p.p. gap<br />
  17. 17. Interactive Marketing Budgets are Now Growing at the Expense of Traditional Media<br />Q: Which of the following traditional marketing budgets will you decrease in order to fund increased interactive marketing?<br />Q: How will you fund increases in your company’s interactive marketing budget?<br />Source: Forrester Research, “US Interactive Marketing Forecast, 2009 to 2014”, July 2009 Base: 204 marketers<br />
  18. 18. Overall U.S. Media Spending Is Down<br /> Even post recession, aggregate media dollars will fail to return to former levels. (eMarketer CEO Geoff Ramsey 2010 Predications)<br />$191.7<br />US Total Media Advertising Spending, <br />2008-2014 (billions)<br />$178.8<br />$176.5<br />$174.8<br />$168.3<br />$166.5<br />$162.8<br />2008<br />2009<br />2010<br />2011<br />2012<br />2013<br />2014<br />Source: eMarketer May 2010<br />
  19. 19. US Online Ad Spending Growth<br />6/20/2011<br />17<br />Yahoo! Presentation, Confidential<br />
  20. 20. Online Is More Than Just Advertising<br />There are “alternative media channels” to raise awareness and drive sales online<br />
  21. 21. Trend: Marketing Drawing Budgets Away from Advertising <br />Advertising budgets are in competition with marketing budgets for programs such as:<br /> Social network<br /> Mobile App Development<br /> Custom videos on brand’s website<br /> E-mail <br />Source: eMarketer US Ad Spending June 2010<br />
  22. 22. Internet Marketing & Advertising Tactics U.S. Marketers Spent the Most on in 2009 (% respondents)<br />E-mail marketing<br />50.2%<br />E-mail newsletters<br />29.9%<br />Paid search ads<br />26.0%<br />Search engine optimization<br />24.6%<br />Display ads on Websites<br />23.6%<br />Offsite social media (Facebook, Linked in)<br />12.7%<br />Webinars<br />10.3%<br />Corporate blogs<br />6.7%<br />Viral or word-of-mouth campaigns<br />6.7%<br />Online sweepstakes or contests<br />5.6%<br />Source: Chief Marketer *2010 Interactive Survey April 2010<br />
  23. 23. Ad Spending by Format<br />
  24. 24. All display formats together—banners, rich media and video—will begin to close the gap with search spending<br />
  25. 25. Why Online?<br />
  26. 26. Why Online?<br />Internet is mainstream—and rising. Has the ability to reach millions in a one day!<br />Internet delivers better targeting.<br />Internet increases media efficiency.<br />Online can complement TV and increase overall ad effectiveness<br />Online has a wide creative canvas<br />Consumers mesh media to personalize their experience and gather more relevant information<br />Online advertising is powerful driver of search <br />
  27. 27. Why Online? 24-Hour High Reach Interactive Impact<br />Yahoo Homepage <br />33MM Unique Users/Day<br />Google Homepage <br />41MM Unique Users/Day<br />Facebook Homepage<br />45M Unique Users/Day<br />Combined Reaching <br />178MM Unique Users<br />Per Day<br />Myspace Homepage<br />2MMUnique Users/Day<br />MSN Homepage<br />2`MM Unique Users/Day<br />AOL Homepage<br />14MM Unique Users/Day<br />Source: Comscore Key Measures April 2011<br />
  28. 28. Increase the Efficiency of TV by Adding Online<br />Source: SRI-Knowledge Networks, Media Mentor; Fall 2009. Adults 25-54<br />TV CPMs based on Averages from TNS, Sep 09-May 10, Broadcast Primetime TV $32 CPM, Online $11 CPM – 4 week flight<br />
  29. 29. Online Can Complement TV and Increase Overall Ad Effectiveness<br />IAB/Thinkbox Study Findings:<br /><ul><li>Using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation.
  30. 30. Using TV and online together results in 47% more positivity about a brand than using either in isolation.
  31. 31. The likelihood of buying or using a product increases by more than 50%when TV and online are used together.
  32. 32. Almost a third of 18-24 year olds around the world regularly talk about brands in online forums or discussion boards.</li></ul>Source: IAB / Thinkbox “TV & Online: Better Together” http://www.thinkbox.tv/server/show/nav.1019 <br />
  33. 33. Online Has a Vast Creative Canvas<br />
  34. 34. Display Advertising is a Powerful Driver of Search<br />After being exposed to a display ad, consumers were:<br />136% more likely to search the brand’s keywords<br />86% more likely to click on a sponsored text ad<br />140% more likely to click on an organic link<br />Google/ComScore panel.<br />
  35. 35. Nearly Half of Consumers Who Have Reacted to Online Advertising Eventually Conducted Related Searches<br />Eventual Response to Online Display Ads<br />Source: Commissioned Custom Research Study by Forrester Consulting on behalf of iProspect, January 2009,<br /> Base: US Online Consumers, N=1575<br />
  36. 36. Online<br />Universe<br />Online Universe<br />
  37. 37. DVR Usage Continues to Increase<br />71%<br /> of U.S. consumers are online(221MM)<br />Source: eMarketer, February 2010<br />32<br />
  38. 38. Internet Reaches Key Demographic Segments<br />Adults<br />Age 18-49<br />Kids &Teens<br />Age 2-17<br />Young<br />Women<br />Women Age 18-34<br />43MM<br />Boomers<br />Age 45-64<br />Young Men<br />Males Age 18-34<br />Moms<br />Women 25-54 with Kids<br />127MM<br />33MM<br />Source: Comscore April 2011<br />30MM<br />36MM<br />52MM<br />
  39. 39. What Do Consumers Do Online?<br />
  40. 40. Top Trending Online Behaviors<br />Source: Forrester, December 2010<br />
  41. 41. Media & Content Trends<br />Distributed<br />Personalized<br />Contextualized<br />
  42. 42. Social/Local/Deals – Groupon & Living Social<br />
  43. 43. Questions?<br />
  44. 44. SECTION 2<br />TerminologyBrand vs. DirectMedia Property Types<br />
  45. 45. Important Terms: Page Views<br />Page Views(PV): The successful transmittal of the page (fully downloaded) to the users’ browser.<br />2ndpage view<br />1stpage view<br />A user goes to Yahoo! homepage (1st page view) then once user clicks on article they go to the second page view<br />
  46. 46. Important Terms: Impressions<br /> Ad Impression: The metric a site uses for measuring and reporting ad inventory. Ad impressions can be counted by the ad server as a result of an ad request or be counted at the delivery of an ad from the ad server to the browser. The recently established standard calls for this measurement to be the count at the latest point possible in the process of delivering the creative material to the user’s browser.<br />1<br />2<br />4 Ad Impressions<br />on Page<br />3<br />3 Promotional Impressions<br />on Page<br />4<br />
  47. 47. Important Terms: Ad Frequency<br />Ad Frequency: The number of times an ad is delivered to the same browser in a single session or time period. Assumed to be exposure to an ad. Frequency caps can be established and managed by the ad server using cookies to ensure a browser only gets the same ad delivered “X” times. The frequency for email is the intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc<br />Dr. Herbert Krugman’s benchmark “three plus” theory established a commonly used rule of thumb for minimum frequency levels. It states that three exposures to a TV commercial are needed for effective communication.<br />What is the optimal frequency for online?<br />
  48. 48. Important Terms: Hit<br />Outdated Metric Sometime Still Mentioned<br />Hit : The sending of a single file, whether text, graphic, audio or another type. When a page request is<br />made, all elements or files that comprise the page are recorded as hits on a server’s log file; therefore,<br /> number of hits is not an appropriate statistic to use for analyzing or comparing sites.<br />Everything on the page below that clicks will get a hit. Over 60 hit opps per person per visit <br />10 hits<br />if clicked<br />20 hits<br />if clicked<br />10 hits<br />if clicked<br />
  49. 49. Important Terms: Unique Users<br />Unique Users(UUs): Number of unique individuals or browsers for a given reporting period. Different methods exist for counting unique users/visitors: 1) where the user self-identifies through registration, 2) where the user is identified or marked by a cookie or other ID that is attached to his or her browser, or 3) the site counts unique IP Addresses accessing its servers. For sites that use cookies or unique IP Addresses, these methods are counting computers and browsers and not individuals. Syndicated research data will also include counts of unique users.<br />This is the metric most planners justify sites on – unique users per month, page views and reach<br />
  50. 50. Important Terms: Call to Action<br />Call to Action: Words in an ad (display or email) that entice the reader to do something. A typical call to action is “click here” or “download now.” Ads with call to action will generally have higher click through rates (CTRs).<br />“Enter to Win”<br />Goal: Drive Traffic and Sweepstakes Entries<br />“Click here to take the quiz & watch videos”<br />Goal: Film Awareness and Drive Traffic<br />“Learn More”<br />Goal: Drive Sales<br />“Click here now to watch”<br />Goal: Drive Traffic<br />
  51. 51. Important Terms: Click Through Rate <br /> Click-Through Rate/(CTR) or Click Rate: CTR’s are calculated by dividing the click-through number by the number of ad requests or ad impressions. CTR has become a major measure for Internet adcampaign effectiveness and provides a basis for comparison of sites and/or creatives. However, click rates are not a complete measure of campaign effectiveness (they do not measure user activity past the initial click or conversions). Click rates should be combined with other measures to determine the real value of a campaign. See Return on Investment (ROI).<br />
  52. 52. Important Terms: Optimization<br />Optimization: In ad buying, changes made to a campaign (changing ad units, placement, creative) to drive the highest click-rates or other metrics. In search engine marketing, the changes made to improve a page’s rank. Optimization may include changes to text, title tags, meta tags, body text, etc.<br />
  53. 53. Important Terms: Post Click Activity<br /> Post Click Activity: The tracking and measurement of what users do after clicking on an ad unit, such as completing a transaction or some other activity.<br />This means visitors who see ads and don’t click have a higher<br />probability of purchasing products that users who click. This also means<br />we need to taking click through rates with a grain of salt.<br />
  54. 54. Important Terms: Cookies<br />Cookies: A cookie is information that a Web server puts in the http header in response to a browser request. The browser stores this information, which allows the site to remember the browser in future transactions or requests. Since the Web’s protocol (http) has no way to remember requests, cookies read and record a user’s browser type and IP address and store this information on the user’s own computer. Only a server in the domain that stored it can read the cookie. Visitors can accept or deny cookies by changing a setting in their browser preferences.<br />Cookies are what we use to track all the metrics online. Cookies not only help advertisers track user interactions, cookies help websites remember personal information such as credit card info and sign up info. More and more savvy consumers like to delete their cookies from their browsers because of the fear of “big brother” however that number is so small we don’t have to worry it about it now. However, in the future we will need to find a new tracking mechanism.<br />
  55. 55. Brand vs. Direct<br />Brand Awareness <br />Direct Response <br />Driving sales and <br />traffic<br />Generating buzz <br />and interest<br />
  56. 56. …and branding will become more important for online advertising overall<br />
  57. 57. New buyer types are asking publishers for more<br />© 2011 Forrester Research, Inc. Reproduction Prohibited<br />
  58. 58. Pricing Models<br />
  59. 59. Media Property Types<br />SEARCH<br />ENGINES<br />AD<br />NETWORKS<br />VIDEO<br />NETWORKS<br />PORTALS<br />VIDEO<br />BRANDED<br />ENT/<br />TV SITES<br />MOBILE<br />SOCIAL<br />PUBLISHERS<br />
  60. 60. 6/20/2011<br />55<br />Yahoo! Presentation, Confidential<br />Break <br />
  61. 61. Search Engines<br />56<br />
  62. 62. Search will remain the largest ad format<br />Video will grow fastest, but from a smaller base<br />
  63. 63. Search Market Share<br />
  64. 64. The Unique Value of Search <br />Users Participation<br />Passive<br />Active<br />High<br />Catalog Mail<br />Trade Magazines<br />Opt-in E-mail<br />Direct Mail<br />Internet<br />Search<br />Level of Targeting<br />Low<br />Network TV<br />Radio<br />Billboards<br />Yellow Pages<br />
  65. 65. Marketing Objectives Met by Search<br />drive awareness<br />obtain leads<br />drive purchases<br />traffic<br />reach and frequency<br />ROI<br />conversions<br />registrations<br />Paid Search helps achieve marketing goals<br />
  66. 66. Everyone who is searching is in the purchase funnel<br />“car”<br />Lower<br />Converting<br />“used car”<br />“used volkswagen”<br />Higher Converting<br />“buy a used volkswagenjetta”<br />
  67. 67. Search Needs to be Part of the Marketing Mix/Buying Cycle<br />Offline<br />Non-Targeted Display<br />Lower Converting<br />Contextual Text Ads<br />Social (Friend Casting)<br />Targeted Display<br />Email<br />Higher Converting<br />Search<br />Rich Ads In Search<br />
  68. 68. Search Marketing Terms<br />
  69. 69. Organic (SEO) vs. Paid Listings (SEM)<br />
  70. 70. Search Engine Features: Video<br />
  71. 71. Search Engine Features: Local<br />
  72. 72. Recent Features: Music<br />
  73. 73. Innovation: Assistance with Search<br />6/20/2011<br />68<br />Yahoo! Presentation, Confidential<br />
  74. 74. Innovation: Rich Ads in Search Results<br />6/20/2011<br />69<br />Yahoo! Presentation, Confidential<br />
  75. 75. Innovation: Social Discovery <br />70<br />
  76. 76. The Future of Search: Computation<br />
  77. 77. Portals<br />
  78. 78. Portal Revenue Trends<br />
  79. 79. Portal Reach and Market Share<br />Source: ComScore Key Measures Portals/April 2011<br />
  80. 80. Portal Ad Executions<br />Click for Live Demo<br />Click for Live Demo<br />
  81. 81. Advertising Networks<br />Short Definition:network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buysAd Networks today are more complex<br />
  82. 82. Ad Networks’ Reach<br />yahoo.com<br />Advertising Networks Sites<br />(Unique Users in millions)<br />Uniques<br />Specific Media<br />Collective Display<br />24/7 Real Media<br />Specific Media<br />Vibrant Media<br />Value Click<br />Turn Media<br />ValueClick<br />Microsoft<br />Yahoo!<br />AdBrite<br />AdBrite<br />Google<br />Google<br />Yahoo!<br />Turn<br />24/7<br />AOL<br />AOL<br />Fox<br />Reach<br />92%<br />84%<br />84%<br />81%<br />80%<br />78%<br />75%<br />72%<br />70%<br />69%<br />Source: comScore, Ad Networks Report, April, 2011<br />Data includes text and display based ads.<br />Google Ad Network data now includes Ad Sense..<br />
  83. 83. Targeting Options Help Engage and Drive Conversions With Advertiser Audience<br />Geographic<br />Personalized Retargeting<br />Channel Targeting<br />Search Retargeting<br />Demographic<br />Behavioral Targeting<br />Site<br />Retargeting<br />
  84. 84. Flexible Pricing to Reach ROI Goals<br />dCPM<br />Dynamic Cost-per-thousand<br />Optimized based on advertiser specific backend ROI goals such as cost-per-click or cost-per-action, and maximum bid price to dynamically generate a bid in real-time. <br />CPM<br />Cost-per-impression<br />Optimized towards sites and users that match the fixed CPM, advertiser pays for impressions.<br />CPC<br />Cost-per-click<br />Optimized towards sites and users that match the fixed CPC, advertiser pays for clicks.<br />CPA<br />Cost-per-action<br />Optimized towards sites and users that match the fixed CPA, advertiser pays for conversions/actions.<br />
  85. 85. Types of Ad Networks<br />
  86. 86. Dynamic Pricing Illustrated<br />Every impression priced to reflect the correct value to each advertiser, giving advertisers the ability to buy impressions across inventory while meeting backend ROI goals<br />
  87. 87.
  88. 88. Advertising Networks<br />Pros: <br /><ul><li> Attractive Pricing
  89. 89. High Reach
  90. 90. Targeted channels and sites
  91. 91. Time Savings
  92. 92. Optimizing to brand metrics
  93. 93. Leverage efficiencies</li></ul>Cons:<br /><ul><li> Non-Transparency of the site list varies
  94. 94. Quality of sites in the network
  95. 95. Targeted channels may be limited
  96. 96. Few premium sites and integrated placements</li></li></ul><li>Online Video<br />Pros:<br />Audience Growth, Online Video Usage increasing. <br />Increases Brand Effectiveness<br />More impact that Display and flash ads<br />Increases TV Effectiveness<br />Measurement<br />Challenges:<br />Getting tv budgets or growing online budgets<br />Consistent multi screen experiences<br />Cross Media Measurement<br />
  97. 97. Video will become more important in the mix of display formats…<br />
  98. 98. In the U.S.89 million people will watch<br />1.2 billion videos<br />today<br />More than 16 Oprah Winfrey episodes<br />More than 4 American Idol episodes<br />Source: comScore Video Metrix, Dec 2010; OVEC Consortium study, June 2010; Nielsen TV Ratings Data: ©2010/2011 <br />
  99. 99. Highlights: NEW OVEC 2011 Study Released at Internet Week June 2011<br />BIG GROWTH.  Video continues significant growth, specifically full length movies and TV shows.  However,  the large majority watched , ~75%, remain short clips.  <br />Online video watching has increased significantly<br />Even with major growth, across platforms, short clips still dominate<br />PC remains the primary platform for watching online video...<br />NIGHT TIME SHIFT IN WATCHING.  There's been a marked increase, +30pts, in online video viewership between the hours of 6:00 to 8:00pm. Consumption patterns have changed since '09<br />MORE STREAMS SHARED, BUT LESS SHARERS.  While there has been an overall increase in streams that are shared, less viewers are actually sharing videos they've just watched<br />Fewer viewers are being referred to videos<br />Most assume sharing is about social networks, but email and IM is critical<br />Sharing of type of video is different by distribution channel<br />
  100. 100. Online Video Marketplace & Growth<br />
  101. 101. Video Marketplace <br />PREMIUM ONLINE VIDEO <br />Originals<br />PREMIUM OFFLINE VIDEO<br />UGC<br />VIDEO NETWORKS<br />
  102. 102. Top Video Properties<br />Top U.S. Online Video Properties by Video Content Views<br />Source: comScore Video Metrix<br />Ranked by Unique Video Viewers April 2011<br />
  103. 103. Online Video Networks<br />Pros: <br /><ul><li> Attractive Pricing
  104. 104. High Reach
  105. 105. Targeted channels and sites
  106. 106. Time Savings
  107. 107. Throw in a lot of added value such as creative services, ad serving and research</li></ul>Cons:<br /><ul><li> Quality of sites in the network (not all networks alike)
  108. 108. Advertisers will rarely see their ads </li></ul>Source: comScore Video Metrix<br />Ranked by Unique Video Viewers April 2011<br />
  109. 109. 32% of Time Spent on the Internet is Spent Consuming Video <br />Time With Media Among Online Video Watchers<br />32%<br />Offline Time<br />Online Time<br />9% of total media time<br />92<br />Source: : OVEC Study, September 2009<br />
  110. 110. Pre rolls and banner advertising are ads that consumers most remember seeing<br />I remember seeing this ad format (Among those who remember seeing advertising)<br />C21a. Please take a look at the explanations below and tell us what type of ads you remember seeing during this video experience.<br />N=6280<br />
  111. 111. Video Ads Increase Brand Awareness by 1.4x Compared to Standard Online Display Ads<br />Lift in Unaided Brand Awareness<br />Compared with Standard Online Display Ads, In-Stream Video Ads raise Unaided Brand Awareness by 1.4x overall and 1.8xamong users who see asingle impression.<br />23%<br />16%<br /> Online Display<br /> In-Stream Video<br />1.4x<br />94<br />Source: Dynamic Logic’s Market Norms database filtered on North America and last 3 years, “Online Ad Awareness” metric (i.e. Unaided Brand Awareness) – all results are with 99.9% confidence. Traditional=GIF/JPG. Frequency = # impressions per user<br />
  112. 112. When Compared to TV Ads, Online Video Ads Make a BIG Brand Impact<br />Premium Online Video vs. TV Ad Performance<br />Message Recall<br />Likeability<br />Ad Recall<br />Brand Recall<br />SOURCE: Nielsen IAG Adults 18-49, 2008-2009 Study, Premium Ads=video ads run during online full-episode TV programs <br />
  113. 113. Branded Entertainment Online<br />What is BE?<br />Branded content is not product placement. Branded content is integrating your brand with content in an organic way. Branded content is content that delivers a marketing message in a way that consumers accept rather than reject.<br />Pros<br />Branded Entertainment Set to Surge<br />track to total $25.93 billion, a 5.3 percent gain.<br />By 2014, branded entertainment will reach $38.16 billion, growing at a 9.2 percent compound annual growth rate. <br />Building Brand Equity<br />Driving Performance<br />Challenges<br />Creating resonating content<br />content distribution <br />Measurement<br />Tips<br />Quality of Content, Understand your audience, Be economical, Don't post and pray<br />Tips Source: imedia<br />
  114. 114. Mobile ad spending will pass $1.1 billion<br />this year<br />Messaging is still the strongest format, but will soon be eclipsed<br />
  115. 115. Mobile Marketplace <br />Portals<br />Ad <br />Networks <br />Rich Media Vendors <br />Mobile operating Systems <br />Android <br />Microsoft Windows 7 <br />Apple iOS<br />
  116. 116. Compared to a year ago, consumers say they are spending more time on their mobile...<br />More time on...<br />Reading a newspaper<br />-31%<br />Talking & Texting<br />+49%<br />Mobile internet<br />+54%<br />Listening to radio<br />-5%<br />… and less time on...<br />Watching online videos on a mobile<br />+29%<br />Figures show net change by deducting those who claim to be doing this less often vs. a year ago from those claiming to be doing it more often<br />Reading a magazine<br />-24%<br />Source: 2011  Yahoo!/Ipsos Mobile Modes Study Base: U.S. Mobile Internet Users Aged 13-54.<br />Time<br />
  117. 117. Mobile Behaviors<br />
  118. 118. Mobile web use is used throughout the day<br />Q3. Now thinking about your typical weekday and weekend, during what stages of your day, do you use the internet on your mobile device? Select all that apply for each. <br />I use my mobile phone to online...<br />Source: 2011  Yahoo!/Ipsos Mobile Modes Study. Base: U.S. Mobile Internet Users Aged 13-54.<br />
  119. 119. 4X<br />growth inpenetration<br />2X<br />growth inpenetration<br />
  120. 120. Impact on Device Usage - Tablets<br />Impact of New Tablet Purchase on Use of Other Devices<br />Connected Device Owners (n=11,955)<br />New Tablet Purchasers who also own a: eReader (n=348), Media Player (n=531), Smartphone (n=625) Netbook (277), Desktop (n=805), Laptop (n=792), Gaming Console (n=558), Portable Gaming Console (n=340), GPS (n=673), Internet-toTV (n=286), Internet Connected TV (255)<br />
  121. 121. Types of Apps Downloaded<br />Types of Apps Downloaded on Tablet or Smartphone<br />Tablet and Smartphone Downloaders (n=5,562)<br />Q73: Please indicate if you have downloaded the following types of apps, whether paid or free, on any of your connected devices.<br />
  122. 122. Mobile Ads Are More Impactful Than Online Display Ads<br />Mobile Advertising vs. Online Display Ads<br />(change in exposed vs. control groups)<br />105<br />Source: Dynamic Logic MarketNorms for Online and AdIndex for Mobile Norms , Q1/2011<br />
  123. 123. It is Easy to Interact with Consumers with Mobile Canvas. <br />Transparent Overlay<br /> Online Extension to Mobile<br />Click to Call<br />
  124. 124. Mobile Trends 2010 Forecast <br />Forrester Mobile Trends 2010<br />
  125. 125. Social <br />What is Social Media<br />Connecting, reconnecting and staying updated<br />1 person shares with 50, that 50 share with 25 of their friends can reach up to 30,000<br />Pros<br />1 on 1 conversation with consumers<br />Ability for viral pass along and friend recommendation <br />Declared interests showcase more precise targeting (political views, religious views and other personal information)<br />Relationship/CRM marketing <br />Extends conversation/reach from other media and ads<br />High engagement and time spent<br />Cons<br />Unauthentic messages are easier to detect<br />Knowing what to measure<br />Is it marketing or advertising<br />Privacy and privacy controls pertaining to location<br />eMarketer: Social Media Marketing by the Numbers: Key Stats, Trends and Indicators Feb 2010 <br />
  126. 126. US Social Network Ad Spending On the Rise<br />
  127. 127. 73% <br />of US companies who are “using” social media for marketing in 2010<br />Source: eMarketer<br />*Digital Brand Expressions, 2010; **Using, or “Planning to Use”<br />
  128. 128. Social media will rival email marketingfor budget increases<br />
  129. 129. How Companies Use Social<br />
  130. 130. Social Media Site Audience & Time Spent<br />Source: ComScore Key Measures, Social May 2011<br />
  131. 131.
  132. 132. 40% of Online U.S. Consumers Maintain an Online Profile<br />Source: Forrester, September 2010<br />
  133. 133. DVR Usage Continues to Increase<br />50%<br />of Mobile Internet Users in 2010 <br />are mobile social network <br />users (39 Million)<br />Source: emarketer December 2010<br />116<br />
  134. 134. Facebook<br />Facebook reaches 698MM users worldwide<br />Social advocacy at scale<br />Research re: paid vs. earned media<br />Programs include Brand Awareness through engaging landing pages and acquisition and engagement through CRM marketing techniques<br />Source: ComScore April 2011<br />
  135. 135. Case Study: Discovery <br /><ul><li>As of April 2011, Discovery had 31 million “likes” across all its pages, adding 500,000 a week.
  136. 136. “MythBusters” is Discovery’s largest page, with 3.9 million “likes,” up from 808,000 in July 2010.
  137. 137. Facebook chat with Buddy Valastro from “Cake Boss” had over 5,000 comments in 60 minutes.
  138. 138. Nearly 75 Facebook pages for its networks and TV shows.
  139. 139. Postsinclude video clips, chats with show talent, news articles and cross-page promotions.</li></li></ul><li>MySpace <br /><ul><li>mySpacereach 36% of internet users with over 35MM Uniques a month
  140. 140. 48% drop in uniques a year (73% drop in homepage uniques)
  141. 141. Platform for discovery and self expression,
  142. 142. Dominant in Music space
  143. 143. Branded music programs and homepage creative executions are popular product</li></li></ul><li>Paid Vs. Earned Media Vs. Owned <br />Earned Media<br />Paid Ads<br />Social Ads<br />Understanding the Value of a Social Media Impression APRIL 2010<br />
  144. 144. YouTube<br /><ul><li>#1 Video Site with over 118MM Unique Users a month and 28MM daily
  145. 145. Time spent per user very high (over 14 Min per user)
  146. 146. Branded Channels and Homepage Takeovers product staples
  147. 147. Youtube also getting into Branded Content advertising initiatives
  148. 148. All videos are social and sharable</li></ul>Source: ComScore Key Measures, May 2011<br />
  149. 149. Twitter<br /><ul><li>27MM unique Users a Month
  150. 150. eMarketer estimates just 11% of internet users will access a Twitter account at least monthly this year.
  151. 151. Key Twitter tactics: PR outreach, promotions, driving traffic to other sites</li></ul>Sources: ComScore May 2011, eMarketer<br />
  152. 152. Social Trends <br />
  153. 153. Online Deal Revolution<br />
  154. 154. Location Based Advertising<br />
  155. 155. Newspaper/Magazine Publisher Sites <br />Source: Comscore June 2010<br />
  156. 156. TV Sites Category<br />yahoo.com<br />Total Unique Visitors (000)<br />13.4<br />7.7<br />6.4<br />6.2<br />5.8<br />5.1<br />CBS Entertainment<br />4.8<br />3.7<br />National <br />Geographic<br />3.5<br />NBC Network<br />2.9<br />Discovery<br />Yahoo!<br />Fox <br />ABC TV<br />ABC Fam<br />Bravo<br />Spike<br />BET<br />Source: Comscore Media Metrix June 2010<br />
  157. 157. TV Videos Viewers Growing<br />524,000 Unique Viewers<br />1.2MM Unique Viewers<br />Source: comScore June 2010<br />1.3MM Unique Viewers<br />5MM Unique Viewers<br />502,000 Unique Viewers<br />
  158. 158. Questions?<br />
  159. 159. SECTION 3<br />TechnologyToolsTacticsReference<br />
  160. 160. Technology & Tools<br />
  161. 161. What is Rich Media? Creative Technology<br />Rich Media is online advertising enhanced by motion, sound, video, or some interactive element<br />The comparison can be made between a standard GIF/JPEG banner which can contain simple animation and a banner that streams a TV commercial<br />With rich media, online ads approach television in terms of dynamism: they float above content, animate, integrate video and audio. They also go beyond television to include interactive elements like:<br />Pull-downs for more information, micro-site in-the-banner<br />Branded games and immersive activities<br />Polls and Quizzes<br />Downloadable Icons, Screensavers, Ring Tones, Documents, and more<br />E-commerce functionality inside the ad unit<br />Data Collection/Email Registration<br />Viral Marketing – Send to a Friend<br />Source: DoubleClick Whitepaper<br />
  162. 162. Anatomy of a Rich Media Ad<br />GAMING<br />Banner automatically displays on publisher site (1 impression)<br />Upon rollover, panel expands (1 interaction)<br />Panels can contain any combination of rich media features<br />User can click-through to site to continue experience (1 click-through)<br />STANDARD VIDEO<br />PRICE COMPARISON<br />INTERACTIVE VIDEO<br />PHOTO GALLERY<br />Website<br />Banner<br />Panel<br />Click on image in slide show mode to view demo<br />
  163. 163. Images GIF/JPG (static image, ability to click only)<br />Standard Flash (limited animation, ability to click only)<br />Rich Media (increased animation, additional panel for content, endless amount of metrics)<br />Click on image in slide show mode to view demo<br />Seeing is Believing<br />
  164. 164. It’s Only Getting Richer <br />Online Ad spending will continue to grow through 2013 as users consumer more digital content and platforms become more widely accepted<br />Rich formats and Video are increasing at a much higher rate than Standard and Flash formats while Classifieds, Sponsorships and Email marketing are declining <br />
  165. 165. Measuring Beyond the Click<br />Impression<br />Click<br />Rich Media Branding<br />Metrics<br />Typical online ad metrics<br />Much More Than Impression and Click!<br /><ul><li>Interaction Rate: how many people rolled over/viewed your ad
  166. 166. Action & Activity Rates: what did users do within your ad
  167. 167. Avg. Brand Time: how much time did users spend interacting with your ad
  168. 168. Avg. Panel Display: How long were panels expanded
  169. 169. Click-Through: how many clicked to on the ad to go to your website
  170. 170. Video Completion Rates: how many watched your video 25%, 50%, 75% or 100% of the way through
  171. 171. And more!</li></li></ul><li>Typical Online Ad Metrics<br /><ul><li>Impressions: how many people viewed the ad
  172. 172. Click-Through: how many clicked on the ad to go the website</li></ul>How Can Engagement Be Measured? <br />Rich Media Engagement Metrics<br /><ul><li>Interaction Rate: how many people rolled over/viewed the ad
  173. 173. Action & Activity Rates: what did users did within the ad
  174. 174. Avg. Brand Time: how much time did users spend interacting
  175. 175. Avg. Panel Display: how long were panels expanded
  176. 176. Click-Through: how many clicked on the ad to go to the website
  177. 177. Video Completion Rates: 25%, 50%, 75% or 100%
  178. 178. And 150 other metrics!</li></li></ul><li>Engagement in Action<br />Create a virtual 2010 Mustang from over 18 categories of customization.<br />
  179. 179. Rich Media Technology Providers<br />There are many Rich Media technology Providers; the most widely used are:<br />
  180. 180. Research: Tools Used in Online Marketing<br />
  181. 181. Research: Tools Used in Online Marketing (Continued)<br />
  182. 182. What Do Media Planners Look For?<br />The Big<br />Idea<br />Cheap CPMs<br />Research<br />High SOV<br />Targeting<br />Multi-Platform<br />Media Stunts<br />Rich Media/<br />Creative Canvas<br />Offline/<br />Media<br />Extensions<br />ROI Reporting<br />
  183. 183. Online Extensions<br />
  184. 184. What are planners<br />Looking for in <br />ROI?<br />
  185. 185. Resources: Media Industry Sites and Blogs<br />Industry Publications<br />Blogs<br />
  186. 186. Resources: Media Companies & Social<br />
  187. 187. Resources, Organizations, Clubs and Groups<br />
  188. 188. Continued Education<br />Public and Private Training<br />Course Outlines<br />Contact Leslie Laredo leslie@laredogroup.com<br />
  189. 189. Questions?<br />
  190. 190. Credits and Sources<br />Many thanks to research services whose sources are listed on each page and individuals for research, info and screenshots:<br />Yahoo!<br />Laredo Group<br />Wikipedia<br />imediaconnection<br />DoubleClick<br />emarketer<br />IAB<br />Insight Express<br />Hitwise<br />iMedia<br />Google<br />ComScore<br />SRI/Knowledge Networks<br />Dynamic Logic<br />Adspender<br />Omniture<br />Jupiter Research<br />Forrester<br />TNS<br />Nielsen NetRatings<br />
  191. 191. History of Online Advertising<br />
  192. 192. Internet History Trivia <br />Question:<br />Who ran the first ad online?When was the first ad online?<br />
  193. 193. The First Banner Ad (1994)<br />AT&T 468x60 Banner<br />Ran on HotWired Site now known as Wired<br />
  194. 194. History of Display Advertising<br />
  195. 195. History <br />