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Introduction to online advertising for commercial property marketers
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Introduction to online advertising for commercial property marketers

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Commercial property professionals are spending more and more time online, however the wide range of advertising options available to communicate with online users can be confusing. As a marketer, …

Commercial property professionals are spending more and more time online, however the wide range of advertising options available to communicate with online users can be confusing. As a marketer, being able to use online advertising effectively means you can benefit from:

> segmenting your audience, effectively targeting specific groups
> delivering your messages through a combination of text, images, video and audio
> using analytics to measure ROI and optimise future campaigns

If you're new to advertising your business or property online, estatesgazette.com is running a free 15 minute webcast on Thursday 22 April at 2pm, providing an introduction to online advertising . This is followed by a Q&A session with estatesgazette.com Sales Manager Rob Monaghan.

Published in: Real Estate

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  • Hi there, thanks for your enquiry, prices start from £500 upwards depending on what website or from of advertising you choose. I've included a link here: http://www.estatesgazette.com/advertise-business/ to further information but please don't hesitate to contact me via my Linkedin profile if you need to discuss anything further.
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  • so how much to advertise, typically? SOME EXAMPLES PLEASE.
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  • Please post your comments and questions for Rob in the commercial property marketer group:

    http://tinyurl.com/24j62kb
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Transcript

  • 1. Online Display Advertising REACHING AND ENGAGING YOUR TARGET AUDIENCE
  • 2. Online spending is growing You might wonder… … will online advertising work for my business?
  • 3. Online spending is growing You might wonder… … will online advertising work for my business? Source: Advertising Association/WARC 2010
  • 4. Think about what you are trying to achieve…
    • Brand awareness?
    • Lead generation?
    • Retention?
    • How will you engage your audience?
    • What are your design considerations?
    • What is your medium of choice?
    • Single or multi-channel campaigns?
    • What does success look like?
    • How will you measure it?
  • 5. This is not rocket science…
    • Be clear about what you’re trying to achieve and having a plan
    • Think about online as just another channel
    • Understand the types of advertising that will work best for you
    • Use the metrics available
    • Get real bang for your buck
  • 6. Online Display Advertising
  • 7. It all started here…
  • 8. Online display ads come in a variety of shapes and sizes… 160 x 600 Skyscraper 728 x 90 Leaderboard 120 x 60 Rectangle 300 x 250 MPU / Rectangle 468 x 60 Banner
  • 9. … and even on different devices
  • 10. Rich media ads have an upside… … and a downside
  • 11. Online Display Advertising
  • 12.  
  • 13.  
  • 14. The most valuable parts of the page are where users actually look
  • 15. The most valuable parts of the page are where users actually look
  • 16. Online Display Advertising
  • 17. Ad servers allow you to control the ad serving & placement process User Web Server Ad Server
  • 18. Dynamic ad serving
  • 19.
    • Choices:
      • Page content
      • Keywords
      • User profile
      • Geography
      • Time of day or week
    Ad servers allow you to place your ads effectively
  • 20. % Reach Frequency With frequency capping, heavy users get cut off after seeing a pre-determined number of ads Without frequency capping, heavy users, about 20% of the total audience, get the same ads served over and over and over 0% 15 10 5 25% 50% 75% 100% 20 80% of the audience gets relatively few ads. This leaves a large number of impressions to spread across more of the audience Frequency capping Source: Marketing Sherpa 2008
  • 21.
    • Run of site
        • Any page
    • Targeted
        • Specific pages (not exclusive)
    • Sponsorship
        • Specific pages (exclusive)
    • Contextual
        • Based on keywords/content
    • Behavioural
        • Based on user profiles
    Targeting strategies
  • 22.
    • Good exposure for building brand awareness
    • You can alternate different creatives or messages
    • Often cheapest
    Why choose run-of-site?
  • 23.
    • Strong association of the brand with the content
    • Allows sponsor to be “the voice” of an industry need
    • Access a more targeted audience, with more focused visibility than ROS
    • Zero in on a sub-segment of an audience
    Why choose an exclusive sponsorship? One sponsor “owns” the page
  • 24. Why choose contextual target ads?
    • Better targeting of your audience’s needs and interests
    • Increased relevance can mean better visibility and higher response rates
    Ad about obtaining your credit history Content on “borrowing”
  • 25. Behavioural targeting
    • “ The web would be more enjoyable if ads were more tailored to my needs”
    46% 37% Source: IAB Europe/InSites Consulting 2010
  • 26. So, which placement strategy works best?
    • The one that supports your marketing goals
      • Awareness
      • Retention
      • Consideration
      • Lead generation
      • Better targeting usually means better results
  • 27. Online Display Advertising
  • 28. Key campaign metrics – what to count
    • Impressions
    • Number of times each of your ads was displayed for site visitors
    • Reach
    • Overall size of the audience that saw your campaign
    • Frequency
    • Average number of times the audience was exposed to your message (overexposing can lead to underperforming)
    • Unique users
    • No. of users with a unique IP address who visited a webpage or saw a particular ad
    • Click-through rate (CTR)
    • Number of users who clicked on an ad divided by number of times the ad delivered
  • 29. Case study
  • 30. Metrics help you make decisions Case study
  • 31. Campaign report Case study
  • 32. Online Display Advertising
  • 33. Significant factors affecting price
    • Traffic
    • Audience quality
    • Market demand for the same ad space
    • Types and number of ad spaces offered
    • Time of year
  • 34.
    • Flat Fee (time-based)
    • Selling an online opportunity for a fixed rate for a fixed time period, regardless of performance
    • CPM (cost per thousand impressions)
    • Most common pricing model for traditional ad units
    • CPC (cost per click)
    • Advertiser pays only when ad/link/listing is clicked
    • CPL (cost per lead)
    • Advertiser pays for “leads” – usually the more detailed the information, the higher the price
    • CPA (cost per action)
    • Prevalent in e-commerce sites . Publisher is paid a percentage or bounty for a sale/free trial etc.
    Best for building brand awareness rather than lead generation Best for lead generation rather than building brand awareness Pick the pricing strategy that best fits your goals
  • 35. Summary: online display advertising
    • Think about:
    • what you’re trying to achieve
    • how you intend to engage current or potential customers
    • what you want to say and how you’re going to say it
    • what success looks like and how you intend to measure it
    • Based on your campaign objectives:
    • review the most appropriate website
    • decide on the type of ad and the best placement strategy
    • pick the pricing strategy that best meets your objectives
    • get the campaign metrics
    • test different approaches and frequencies
  • 36.
    • Ask a question
    • Please post your question in the commercial property marketer group:
    • http://tinyurl.com/commercial-property-marketer
  • 37.
    • Ask a question
    • Please post your question in the commercial property marketer group:
    • http://tinyurl.com/commercial-property-marketer