BITB -- Online Display Advertising

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Chris Sietsema's presentation for agencyside's "Back in the Black" training for digital account teams.

Chris Sietsema's presentation for agencyside's "Back in the Black" training for digital account teams.

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  • When to send? Popular tools? Standard Metrics?

Transcript

  • 1. Online Display Advertising Chris Sietsema Back in the Black: April 28 – 29, 2011
  • 2. Why Online Display
    • Increase Awareness
      • Grow Demand
      • Lift Search Volume
      • Improve Inquiries
    • Utilize as a Component
      • Value Add for Integrated Campaigns
    • Retention & Loyalty
  • 3.
    • Fallacies about Online Display Advertising
    3
  • 4.
    • #1 - It’s “Banner Advertising”
  • 5. Beyond Banners Source: Nielsen IAG
  • 6. Beyond Banners
  • 7.
    • #2 - It’s Awareness Only
  • 8. Retargeting Ad Network Client Website
  • 9.
    • #3 - It’s Expensive
  • 10. Performance Based
  • 11. Impact of Social Advertising
  • 12. Metrics – What to Expect 0.11% CTR
  • 13. Research Tools
  • 14. Popular Networks Best Performing Networks : July – December 2010
  • 15. Targeting
  • 16. Creative Source: DoubleClick for Advertisers
  • 17. Testing
  • 18. Best Practices
    • Don’t Place a Buy Without…
      • A 3-day Out Clause
      • Multiple Creatives in Various Sizes
      • Ability to Change Out Creative (ad server)
      • Your Own Tracking Code
      • Landing Page
  • 19. Questions?
    • Chris Sietsema
    • Teach to Fish Digital
    • [email_address]
    • 480.389.5435
    • linkedin.com/in/sietsema
    • Twitter: @sietsema
    • slideshare.net/sietsema