Next Wave of Online Advertising


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The online and media landscape in New Zealand and how for the tourism market online advertising is creating change, opportunity and threat. Key focus on the new drivers of the change video, social media and the rise of performance marketing (pred Google)

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Next Wave of Online Advertising

  1. 1. The Next Wave of Online AdvertisingVideo and Social Media  trends and practical global / local examples of how to drive revenue and advantageLee<br />
  2. 2. Internet Access over Time<br />More time, more spending<br />Approximately 45% of the population shop online<br />NZ$738 million online Christmas 2008 Q4, a massive increase<br />from $438m the previous Christmas.<br />Source: Nielsen Online Retail Monitor<br />Avg. weekly usage is over 13 hours<br />87% have access to the Internet<br />61% of people home broadband<br />Source: Nielsen Panorama Survey (January - December 2008) <br />Base for Access to Internet: All people 10+ (3,645,000)<br />Base for Access to Broadband: People with Internet access from home (2,711,000)<br />
  3. 3. Media Consumption / Spending Change<br />1 in 2 US Newspapers closed<br />Advertising is following the consumption change<br />Online 8.3% of all adspend in 2008*<br />Online to exceed 10%, $200m for 2009 **<br />Online exceeds billboard, cinema, likely to overtake magazines 2010<br />Big mediums are down TV reported down 13% 1H***<br />40% of kiwis view offshore websites<br />Source <br />*ASA Annual Advertising Report 2008<br />** IAB PWC Quarterly Report Q2 2009 <br />***NZTBC<br />
  4. 4. Driving the Change<br />Analytics<br />Targeting<br />Immediacy<br />Measurability<br />Engagement /Creativity<br />Direct / Brand<br />Video<br />Social Media<br />You can now track ‘the famous 50% of the advertising that works but you never new which 50%;<br />
  5. 5. Online Video<br />
  6. 6. Why Online Video<br /><ul><li>Fasted growing advertising medium in most world markets*
  7. 7. August 09, Americans watched 21 bnvideos online.
  8. 8. In Europe / USA c70% of online users view over 80 video clips per month.
  9. 9. NZ Nielsen research reports 68% of kiwis watch online video
  10. 10. Video production prices have dropped through the floor</li></ul>*Interactive Advertising Bureau (IAB), Forrester, and Emarketer<br />
  11. 11. Video<br />Accommodation – US Video can improve booking by 40%<br />Yahoo Pew Study – Retailers seeing 20% lift in online sales through video<br />Increases time spend and engagement on your website<br />Attracts customers through video distribution and marketing <br />
  12. 12. Video Virtual<br />View can tell a terrific story about your brand, business and you.<br />You can create a story about your<br />Business and products.<br />Why are you different – develop trust.<br />
  13. 13. Critically, get your video seen<br />on your own website<br />on local sites<br />YOUR<br />VIDEO<br />*assuming your are listed on them (site conditions may apply)<br />on international sites<br />on major video websites<br />Video Advertising<br />buzzed on social media<br />email the video to prospects<br />Plus DVDs<br />
  14. 14. Mobile & Plasma / Kiosk<br />You also get a mobile video version. <br />Show a customer one on one, <br />have great content on you when you are out and about, for that opportunistic moment, at the coffee shop or a dinner party.<br />Screen versions are now delivered (all formats)<br />For your window display, kiosk, your PC, can even be used as a TV commercial.<br />US out of home Digital Advertising is exploding<br />67% pen<br />
  15. 15. Social Media<br />Social Media<br />
  16. 16. Social Media<br />Social media is everywhere in every market with every demographic<br />Review sites<br />Social media sites<br />Video sites<br />Chatter <br />Editorial commenting<br />Sharing<br />‘People have a voice’ – open or anomonyous – their opinion counts<br />
  17. 17. Social Media Reality <br />This is the modern form of<br />Word of Mouth marketing <br />Fanclubs<br />The ‘Customer Database’<br />Your audience is simply less likely to be viewing your traditional media marketing. reading your email or newsletters.<br />Increasingly likely to be following you on Twitter, Facebook, Blog feed,<br />Larry King has more Twitter followers than US CNN viewers of his show.<br />
  18. 18. Social Media Tracking<br />Tools to make it easier because you are time poor<br />RSS<br />development company<br />Choose key sites to concentrate on <br /><br />Internet / external<br />Track what is said about you :<br />Google News Alert (Google)<br />Hootsuite (Twitter)<br />TrackUR (Blogosphere and Forums)<br /><br />
  19. 19. Social Media Reality <br />Join the conversation :<br />Your loyal customers are your brand’s ambassadors to the world. <br />This is your brand we are conversing about – rules for how / when you respond and post<br />Use Video to raise profile<br />
  20. 20. Social MediaWine<br />, Corkd, Vincellar, Cellar Tracker<br />Argument that bloggers more powerful than magazine and newspaper journos<br />Influence the discussion<br />Asking your fans to promote your wine..<br />Taking part openly<br />Post Video / Take the Lead<br />promote your own surveys and customer testimonials <br />Wine Business Network (4,315 Members) <br />Direct to Consumer Symposium Group (119 Members) <br />WITS Wine Industry Technology Symposium (579 Members) <br />
  21. 21. Social MediaWine<br />EXAMPLES<br />#2 In the number two slot is Teusner Wine (Barossa, Australia) with 4828 followers, a ratio of .91, and 1536 tweets<br />Locally Bird Wines 1000+followers<br />What to Tweet ?<br />Winery News = Top choice at 97.1%<br />New Product releases = 67.6%<br />Harvest news = 61.8%<br />Wine Industry News = 58.8%<br />Awards = 50%<br />Tasting Notes = 47.1%<br />Blog = 47.1%<br />Questions of the Day = 11.8%<br />New varietals = 26.5%<br />Other = 44.1%<br />Source : 34 of the top 50 Vineyard Twitters – Aug 09<br />WHY<br />It has driven more business to our website = 64.3%<br />It has helped to drive incremental sales of our products in our tasting room = 35.7%<br />It has helped to drive incremental sales of our products in retail outlets and/or restaurants = 46.4%<br />
  22. 22. Social MediaWine<br />37,524 are fans of the first 50 wineries.<br />52,135 fans of the first 100.<br />72,742 following the first 250 wineries. <br />What ?<br />86% shared photos,<br />70% shared events, <br />38% shared links,<br /> 22% shared videos. <br />20% shared notes, <br /> 16% shared favourites,<br />Source : - June 09, review of top 50 fan volume vineyards<br />
  23. 23. Social MediaTravel<br />Social Media / Reviews<br />Trip Advisor<br />Home Page proudly boasts, “more than 15,000,000 travellers from 190 countries planned trips here this week.”<br />Lonely Planet<br />TNT<br />TV Trip<br />Local traditional publishers ‘turning on’ ratings and reviews<br />
  24. 24. Social MediaTravel<br />Promotions / Specials<br />Events<br />Staying in touch - concierge<br />HyattConcierge, responds to guests’ questions, needs and concerns, any time, any place, and by any digital means on Twitter - before, during and after their hotel stays.<br />
  25. 25. Social MediaRestaurants<br />Locally powerful aggregator review sites exist -10,000s of reviews / ratings<br />Menumania (80,000 diners per month)<br />Dineout / Dinesmart<br />View Auckland (going national)<br />Time2dine<br /> (Yellow)<br />PUSH BACK<br />Present your brand positively with photos, video and active comment.<br />
  26. 26. Social MediaRestaurants<br />Starbucks Corp has more than 140,000 followers on Twitter.<br />Michelin Reviewers now ‘tweet’ live during tastings<br />Good Examples<br />Running specials<br />Recipe of day<br />Vouchers<br />Q&A<br />‘Managing the conversation’<br />
  27. 27. Next Steps<br />Ruthlessly review the effectiveness of your marketing activity, your audience media consumption is changing<br />Video and Social Media is Easier with Experts<br />VIDEO Get a video online and market your business <br />Work with your website development team to get your content social<br />Talk to a web development company that gets the strategy and delivery <br />
  28. 28. Please Connect<br />Network<br /><br />Online Video and Marketing Insight<br /> our latest videos<br /><br />Learn / Order Online Video<br /><br />Email<br /><br />
  29. 29. Great Value VideoProduction, Hosting & Distribution<br />* All prices + GST<br />we produce your video, we host your video,<br />we distribute your video – we get your video seen<br />