Opportunity in Online Advertising


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Creative approach identifying opportunity with display advertising for agencies and brands.

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Opportunity in Online Advertising

  1. 1. The Opportunity in Online AdvertisingSunday, December 16, 12
  2. 2. Americans spend 60 hours a week online. Source: NielsenSunday, December 16, 12
  3. 3. That is 1.5x more hours than parents spend with their kids. Source: US CensusSunday, December 16, 12
  4. 4. 2011 online advertising spend is up 18% to Source: MintelSunday, December 16, 12 $31B
  5. 5. Banner ads have a dismal .001% CTR Source: Double-ClickSunday, December 16, 12
  6. 6. You are 475x more likely to survive a plane crash than click on a banner ad. Source: Source MediaSunday, December 16, 12
  7. 7. You are 31x more likely to win a prize in mega millions than click a banner. Source: Source MediaSunday, December 16, 12
  8. 8. You are 112x more likely to sign up for and complete NAVY SEAL training than click a banner ad Source: Source MediaSunday, December 16, 12
  9. 9. So advertising online is pointless, right?Sunday, December 16, 12
  10. 10. Wrong! 56% of people say they would click on a banner ad if it was entertaining or useful! Source: MintelSunday, December 16, 12
  11. 11. The Problem: Digital Agencies Ad Agencies Lack the Creative Don’t Care to be effective about display adsSunday, December 16, 12
  12. 12. Display advertising can be as: Innovative as mobile Informative as web Artistic as print Inspiring as broadcast Interactive as socialSunday, December 16, 12
  13. 13. Online advertising is successful when it is: Interactive Entertaining or Useful Self-contained ContextualSunday, December 16, 12
  14. 14. 1. Interactive “The greatest danger to our future is apathy” - Jane GoodallSunday, December 16, 12
  15. 15. Interactive Ads 63% Dynamic content increases brand recall more than static ads. In recognition of the game’s 30th anniversary, Google created a fully playable version of Pacman that was used to increase brand like-ability. Source: Ad AgeSunday, December 16, 12
  16. 16. 2. Entertaining or Useful “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya AngelouSunday, December 16, 12
  17. 17. Entertainment Ads 56% of people would click on an ad if it were entertaining or useful. Zippo uses two banner ads to play off one another. As the lighter on the bottom burns, the lady on top becomes increasingly hot and must take off her clothes to keep cool.Sunday, December 16, 12
  18. 18. Utility Ads 56% of people would click on an ad if it were entertaining or useful. This rich media banner ad campaign was created to educate patients and consumers about new healthcare technologies offered through Cedars Sinai Medical Center. Source: WDCWSunday, December 16, 12
  19. 19. 3. Self-contained “When your work speaks for itself, dont interrupt.” - Henry J. Kaiser.Sunday, December 16, 12
  20. 20. Self-Contained Advertising of people avoid clicking a banner 61% in fear “it will take them away from what they are doing The TV Series ‘White Collar’ created an in-page experience that allowed users to uncover hidden secrets throughout the New York Times’ website.Sunday, December 16, 12
  21. 21. 4. Contextual “The use of camouflage is as old as human history.” - Roy R. BehrensSunday, December 16, 12
  22. 22. Contextual Ads “The fundamental problem with display ads is our eyes are quickly trained to look at what is most relevant on the page.” - Jakob Neilson Source: Jakob Neilson Grey Away created an advertorial-style campaign to blend with the editorial content of the European news site shown on the left. The effect makes the the entire site appear to be branded content.Sunday, December 16, 12
  23. 23. Companies spend.. 8-10% of revenue on marketing .05% of this budget on banner ads 37% of advertising spend is wasted Turn your waste into RevenueSunday, December 16, 12
  24. 24. Thank you. This presentation was created by Anthony Brown http://twitter.com/awbrown http://linkedin.com/in/awbrownSunday, December 16, 12