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Next Wave of Online Advertising
 

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 ...

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)
http://www.bossanova.co.nz

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    Next Wave of Online Advertising Next Wave of Online Advertising Presentation Transcript

    • The Next Wave of Online AdvertisingVideo and Social Media  trends and practical global / local examples of how to drive revenue and advantageLee WilliamsBossanova.co.nzSilverlinemedia.tv
    • Internet Access over Time
      More time, more spending
      Approximately 45% of the population shop online
      NZ$738 million online Christmas 2008 Q4, a massive increase
      from $438m the previous Christmas.
      Source: Nielsen Online Retail Monitor
      Avg. weekly usage is over 13 hours
      87% have access to the Internet
      61% of people home broadband
      Source: Nielsen Panorama Survey (January - December 2008)
      Base for Access to Internet: All people 10+ (3,645,000)
      Base for Access to Broadband: People with Internet access from home (2,711,000)
    • Media Consumption / Spending Change
      1 in 2 US Newspapers closed
      Advertising is following the consumption change
      Online 8.3% of all adspend in 2008*
      Online to exceed 10%, $200m for 2009 **
      Online exceeds billboard, cinema, likely to overtake magazines 2010
      Big mediums are down TV reported down 13% 1H***
      40% of kiwis view offshore websites
      Source
      *ASA Annual Advertising Report 2008
      ** IAB PWC Quarterly Report Q2 2009
      ***NZTBC http://nztbc.co.nz/news/story.html?story_100809.inc
    • Driving the Change
      Analytics
      Targeting
      Immediacy
      Measurability
      Engagement /Creativity
      Direct / Brand
      Video
      Social Media
      You can now track ‘the famous 50% of the advertising that works but you never new which 50%;
    • Online Video
    • Why Online Video
      • Fasted growing advertising medium in most world markets*
      • August 09, Americans watched 21 bnvideos online.
      • In Europe / USA c70% of online users view over 80 video clips per month.
      • NZ Nielsen research reports 68% of kiwis watch online video
      • Video production prices have dropped through the floor
      *Interactive Advertising Bureau (IAB), Forrester, and Emarketer
    • Video
      Accommodation – US Video can improve booking by 40%
      Yahoo Pew Study – Retailers seeing 20% lift in online sales through video
      Increases time spend and engagement on your website
      Attracts customers through video distribution and marketing
    • Video Virtual
      View can tell a terrific story about your brand, business and you.
      You can create a story about your
      Business and products.
      Why are you different – develop trust.
    • Critically, get your video seen
      on your own website
      on local sites
      YOUR
      VIDEO
      *assuming your are listed on them (site conditions may apply)
      on international sites
      on major video websites
      Video Advertising
      buzzed on social media
      email the video to prospects
      Plus DVDs
    • Mobile & Plasma / Kiosk
      You also get a mobile video version.
      Show a customer one on one,
      have great content on you when you are out and about, for that opportunistic moment, at the coffee shop or a dinner party.
      Screen versions are now delivered (all formats)
      For your window display, kiosk, your PC, can even be used as a TV commercial.
      US out of home Digital Advertising is exploding
      67% pen
    • Social Media
      Social Mediahttp://www.youtube.com/user/Socialnomics09
    • Social Media
      Social media is everywhere in every market with every demographic
      Review sites
      Social media sites
      Video sites
      Chatter
      Editorial commenting
      Sharing
      ‘People have a voice’ – open or anomonyous – their opinion counts
    • Social Media Reality
      This is the modern form of
      Word of Mouth marketing
      Fanclubs
      The ‘Customer Database’
      Your audience is simply less likely to be viewing your traditional media marketing. reading your email or newsletters.
      Increasingly likely to be following you on Twitter, Facebook, Blog feed,
      Larry King has more Twitter followers than US CNN viewers of his show.
    • Social Media Tracking
      Tools to make it easier because you are time poor
      RSS
      development company
      Choose key sites to concentrate on
      Ping.fm
      Internet / external
      Track what is said about you :
      Google News Alert (Google)
      Hootsuite (Twitter)
      TrackUR (Blogosphere and Forums)
      Bit.ly
    • Social Media Reality
      Join the conversation :
      Your loyal customers are your brand’s ambassadors to the world.
      This is your brand we are conversing about – rules for how / when you respond and post
      Use Video to raise profile
    • Social MediaWine
      WineLibrary.tv, Corkd, Vincellar, Cellar Tracker
      Argument that bloggers more powerful than magazine and newspaper journos
      Influence the discussion
      Asking your fans to promote your wine..
      Taking part openly
      Post Video / Take the Lead
      promote your own surveys and customer testimonials
      Wine Business Network (4,315 Members) bit.ly/tyDNP
      Direct to Consumer Symposium Group (119 Members) bit.ly/8kdJF
      WITS Wine Industry Technology Symposium (579 Members) bit.ly/tqqHP
    • Social MediaWine
      EXAMPLES
      #2 In the number two slot is Teusner Wine (Barossa, Australia) with 4828 followers, a ratio of .91, and 1536 tweets
      Locally Bird Wines 1000+followers www.twitter.com/birdwines
      What to Tweet ?
      Winery News = Top choice at 97.1%
      New Product releases = 67.6%
      Harvest news = 61.8%
      Wine Industry News = 58.8%
      Awards = 50%
      Tasting Notes = 47.1%
      Blog = 47.1%
      Questions of the Day = 11.8%
      New varietals = 26.5%
      Other = 44.1%
      Source : Viralvines.com 34 of the top 50 Vineyard Twitters – Aug 09
      WHY
      It has driven more business to our website = 64.3%
      It has helped to drive incremental sales of our products in our tasting room = 35.7%
      It has helped to drive incremental sales of our products in retail outlets and/or restaurants = 46.4%
    • Social MediaWine
      37,524 are fans of the first 50 wineries.
      52,135 fans of the first 100.
      72,742 following the first 250 wineries.
      What ?
      86% shared photos,
      70% shared events,
      38% shared links,
      22% shared videos.
      20% shared notes,
      16% shared favourites,
      Source : Viralvines.com - June 09, review of top 50 fan volume vineyards
    • Social MediaTravel
      Social Media / Reviews
      Trip Advisor
      Home Page proudly boasts, “more than 15,000,000 travellers from 190 countries planned trips here this week.”
      Lonely Planet
      TNT
      TV Trip
      Local traditional publishers ‘turning on’ ratings and reviews
    • Social MediaTravel
      Promotions / Specials
      Events
      Staying in touch - concierge
      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.
    • Social MediaRestaurants
      Locally powerful aggregator review sites exist -10,000s of reviews / ratings
      Menumania (80,000 diners per month)
      Dineout / Dinesmart
      View Auckland (going national)
      Time2dine
      Menus.co.nz (Yellow)
      PUSH BACK
      Present your brand positively with photos, video and active comment.
    • Social MediaRestaurants
      Starbucks Corp has more than 140,000 followers on Twitter.
      Michelin Reviewers now ‘tweet’ live during tastings
      Good Examples
      Running specials
      Recipe of day
      Vouchers
      Q&A
      ‘Managing the conversation’
    • Next Steps
      Ruthlessly review the effectiveness of your marketing activity, your audience media consumption is changing
      Video and Social Media is Easier with Experts
      VIDEO Get a video online and market your business
      Work with your website development team to get your content social
      Talk to a web development company that gets the strategy and delivery
    • Please Connect
      Network
      linkedin.com/mrleewilliams
      Online Video and Marketing Insight
      twitter.com/BossanovaNZView our latest videos
      youtube.com/user/SilverlineProperty
      Learn / Order Online Video
      www.silverlinemedia.tv
      Email
      lee@Bossanova.co.nz
    • Great Value VideoProduction, Hosting & Distribution
      * All prices + GST
      we produce your video, we host your video,
      we distribute your video – we get your video seen