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Online Advertising Trends For 2014: The Evolving Online Advertising Ecosystem
 

Online Advertising Trends For 2014: The Evolving Online Advertising Ecosystem

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Graeme looks at key factors that will change the way we market online in 2014 including: Facebook Ad Exchange, Mobile Design, Contactless Payments, Big Data and Black Hat Analytics issues. ...

Graeme looks at key factors that will change the way we market online in 2014 including: Facebook Ad Exchange, Mobile Design, Contactless Payments, Big Data and Black Hat Analytics issues.

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  • The Convergence Of Online AdvertisingThe Impact On Marketing Budgets & SkillsThe Impact Of Mobile & Contactless Payment On Marketing Strategy‘Big Data’ Collected From Online And Mobile Services Pseudonymised Consumer Data: Engagement & Privacy
  • Beginning to see a convergence as more social platforms monetise CPC and CPM models, we now have:Facebook ads – ads in right hand vertical/newsfeed/page ‘boosts’ sponsored posts or pagesFacebook Ad Exchange (FBX) – remarketing done to site visitors but fulfilled in/on FacebookPromoted Tweets (Twitter) – also promoted profilesPromoted Pins (Pinterest) – subtle placement and transparent at the same timeInstagramUptake is down to 2 reasons;That’s where the fish are so fish where the fish areBranding and Brand protectionSelf service has made access easier and uptake also: campaigns start in house and migrate to agencies for their expertise in analysis and implementation. A branding mechanism. Control the exposure control the impact. Like the serps only it’s easier to achieve as you can buy your way.Effective targeting a major usp, insightful analytics extend participation because of the value that gets added by gaining insight into the behaviour of audiences and potential consumers. Facebook is rolling out ‘Lookalike Audience’ which leverages user affinity in order to find more of your type of people.
  • More clarity than ever is needed when defining objectives. Sales justify themselves but what about other conversions? What’s the value of a like or a retweet? Consider planning in two ways:Money made: purchases madeMoney saved: media cost or value of that like or retweetConversion rates are lower though (and therefore costs tend to reflect this) as audiences are less likely to be in transaction mode. Spread focus to include social engagement. A ‘Like’ or a ‘Re-pin’ could be a bookmark for a later purchase.Lifetime valueAttribution modelling is vital and worth forecasting ahead of a campaign in order to manage/meet or exceed expectations
  • Design simply having a mobile responsive site will increase conversionsUse customer feedback to understand barriers to purchasesHeat mapping desktop site content will reveal the content to retain when rolling out a mobile siteContactless Payment:Less barriers to purchaseMore cause for mistrustBut this is an opportunity for brands to make proof (regulatory, social or reviews) the centre of their messaging
  • http://io9.com/this-computer-took-40-minutes-to-simulate-one-second-of-1043288954Big data is exciting well in analytical terms but still some way away as there isn’t much technology out there that can really handle and process anything useful from data sets that can truly be called “big”.For instance K computer with a petabyte of memory (250k pc’s) took 40 mins to simulate 1 second of brain activityThe brain is still the best tool out thereMost companies are not exhausting the data that is currently at their finger tips: multi channel funnel analysis and conversion attribution being two massive opportunities that we see being missed frequently.
  • Consumer data is a nightmare.We are likely to see a succession of news events that centre around web user dataPRISM being a case in pointGoogle have reacted by announcing their move to 100% encrypted searchAdvertisers are having to work with Browsers that are blocking trackingPhil Pearce expects a privacy ‘apocalypse’Data leaksMalicious tracking (not just cookies but device signatures that can’t be cleared)Class actions against big data houseshttps://www.dropbox.com/s/4n6u31w1eeswl5a/Blackhat%20presentation.pdf
  • http://www.koozai.com/blog/news/westminster-eforum-evolving-online-advertising-ecosystemhttp://kooz.ai/westminstereforum

Online Advertising Trends For 2014: The Evolving Online Advertising Ecosystem Online Advertising Trends For 2014: The Evolving Online Advertising Ecosystem Presentation Transcript

  • THE EVOLVING ONLINE ADVERTISING ECOSYSTEM WESTMINSTER E-FORUM Graeme Benge @Koozai_Graeme
  • WHY SO SOCIAL? Social Media Options Benefits
  • BUDGET & SKILL IMPLICATIONS Clarity Conversion Data Defining Conversions Defining Value Lifetime Value Attribution Modelling Segmentation Platform / Device Traffic Source Day and Time
  • THE IMPACT ON STRATEGY? MOBILE CONTACTLESS
  • “K COMPUTER TIME FOR BIG DATA? TOOK 40mins TO COMPUTE ONE SECOND OF BRAIN ACTIVITY” Source: io9
  • THE FUTURE OF CUSTOMER DATA
  • THANKS FOR LISTENING! Graeme.Benge@Koozai.com 0845 4531234 @Koozai_Graeme