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eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
eMarketer Webinar: Keys to Online Display Advertising
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eMarketer Webinar: Keys to Online Display Advertising

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  • 1. David Hallerman Senior Analyst J U N E 2 4 2 0 1 0 N E W Y O R K NY The Keys to Online Display Advertising
  • 2. What we’ll look at today… <ul><li>Display ad spending trends ( meaning ) </li></ul><ul><li>Display and other ad formats ( blending ) </li></ul><ul><li>Brand marketing goals ( display’s place ) </li></ul><ul><li>Creative’s central place ( best practices ) </li></ul><ul><li>Metrics for branding ( beyond the click ) </li></ul><ul><li>Ad targeting ( a mixed bag ) </li></ul>
  • 3. Clive Thompson , Wired magazine, May 2010 We often say, rightly, that literacy is crucial to public life: If you can’t write, you can’t think. The same is now true in math. Statistics is the new grammar.
  • 4. Ad Spending Trends
  • 5. US Internet Advertising Spending, 2009 - 2014 (billions) Source: eMarketer, May 2010
  • 6. Wide Range : Growth of total US Internet ad spending in 2010 (% change) Source: eMarketer, May 2010; others, Nov. 2009 – May 2010
  • 7. Some of the reasons for eMarketer’s Internet ad spend estimates <ul><li>Diverse Internet ad universe ( not all doing the same ) </li></ul><ul><li>Branding shortfalls & shifts ( leading 100 advertisers ) </li></ul><ul><li>Pricing trends ( more performance, less CPM ) </li></ul><ul><li>Ad networks ( make banners into commodities ) </li></ul><ul><li>More inventory than ever ( also commoditizes, but… ) </li></ul><ul><li>Historical downturn and revival ( the IAB/PwC data ) </li></ul><ul><li>Google, Yahoo!, other revenues ( mix of down and up ) </li></ul><ul><li>Privacy & safety concerns ( esp. limit brand spend ) </li></ul>
  • 8. One-Way Street: US Internet ad spending’s share of total media…
  • 9. Marketers spend more on Internet ads, as they look to engage audience, plus get fuller measurement and targeting. And they spend less on ads in other media — especially print — as they seek greater accountability. Balance of ad dollars are shifting to the Internet because… <ul><ul><li>Furthermore: </li></ul></ul><ul><ul><li>Brand marketers see need, and viable channels </li></ul></ul><ul><ul><li>Current economic and societal forces reinforce new ad models and make them more permanent </li></ul></ul>
  • 10. Display Diversity
  • 11. US display ad spending growth will continue to outpace total Internet gains Source: eMarketer, May 2010
  • 12. Large part of that display growth will come from an evolving Web Source: company reports, April 2010, eMarketer, May 2010
  • 13. While impressions do not equal dollars, they point to trend of greater diversity for display placements ( banners & rich media here )
  • 14. Video is the prime source of display ad growth, but banners healthy, too Source: eMarketer, May 2010
  • 15. Factors behind the ( ongoing ) steadiness of banner ad spending <ul><li>Becoming interchangeable commodity </li></ul><ul><ul><li>Networks help reach but lower inventory pricing across sites </li></ul></ul><ul><li>Users ignore , more intrusive ads needed </li></ul><ul><ul><li>Pushes marketers to use video and social marketing </li></ul></ul><ul><li>One-time display dollars go to social media marketing </li></ul><ul><ul><li>Don’t show up on charts, more difficult to evaluate </li></ul></ul><ul><li>Targeting improves as it can reduce total spend </li></ul><ul><ul><li>Fewer impressions give possibility for same effectiveness </li></ul></ul><ul><li>However… banners are foundation for campaigns </li></ul><ul><ul><li>Banners fill-in for search, video, offline </li></ul></ul><ul><ul><li>Plus, more Websites and more page inventory = more sales </li></ul></ul>
  • 16. More banner dollars over next few years, but video trend will take over Source: eMarketer, May 2010
  • 17. Factors that indicate the ( future ) boom of online video ad spending <ul><li>Broadband now reaches “critical mass ” </li></ul><ul><ul><li>Although ISPs could stymie full growth </li></ul></ul><ul><li>“ Rich” advertisers still seeking brand messages </li></ul><ul><ul><li>With only 7% of measured media budgets going to display </li></ul></ul><ul><li>Desire to replicate sound, motion — emotion — TV </li></ul><ul><ul><li>But with better measurability and ability to target ads </li></ul></ul><ul><li>Hope among Web publishers for greater revenues </li></ul><ul><ul><li>Need to supply compelling and brand-safe video content </li></ul></ul><ul><li>Acceptance of ads among audience </li></ul><ul><ul><li>But content and delivery channels must be valued </li></ul></ul>
  • 18. Local ad spending will increasingly shift online, as both marketer need and more sophisticated geo-targeting come together
  • 19. Perspective…
  • 20. <ul><li>Still step-sister among online ad methods </li></ul><ul><li>Harder to gauge success with display than with search or e-mail </li></ul><ul><li>Self-cannibalizing category, money shifting from one to the other </li></ul><ul><li>Brand safety concerns, about nature of content that appears along with the ads </li></ul><ul><li>Privacy concerns, especially for some types of targeting (esp. behavioral) </li></ul><ul><li>Complexity, with many vendors in this market </li></ul>Display ad spending (aka, online brand advertising ) looks healthy, but…
  • 21. According to some marketers, display spending trailed e-mail and search in 2009
  • 22. Display spending less than search and e-mail in another survey (convergence)
  • 23. Perhaps fewer dollars for display because e-mail & search perform better
  • 24. Even when video increases, some dollars will come from banner ads and rich media — so overall display market suppressed
  • 25. Fears about ability to protect brand image also inhibit display ad spending
  • 26. Over 60% said display spending would grow by 10% or more if brand safety…
  • 27. Marketers say “We spend less on behavioral targeted ads due to privacy…” Source: Ponemon Institute, April 2010
  • 28.  
  • 29. The portion of marketing dollars going to nonmedia spending is rising
  • 30. Brand Marketing Goals
  • 31. Direct response objectives rank high for many marketers online
  • 32. Direct response focus echoed (somewhat) by steady increase of performance pricing
  • 33. However, change is coming: Branding’s share of the total online pie is gaining on direct response dollars
  • 34. Buzzwords and trends indicate mindshare, and in that regard branding even more central than “hot” topics
  • 35. <ul><li>Key variable for display ad performance </li></ul><ul><li>Often best combined with targeting, to vary message to audience by group, location, or their place in the purchase funnel </li></ul><ul><li>Development of automated systems for picking creative, changing it over course of campaigns </li></ul><ul><li>Innovation can thrive within standardization — and perhaps needs some degree of standards (it’s not the frame but what’s within it that counts) </li></ul><ul><li>Testing creative online easier than other media </li></ul>The importance of creative for effective branding just as true online as offline
  • 36. Kathryn Koegel , marketing practice lead, Primary Impact In other media, there is little discussion of the size of the units, the arcana of targeting techniques or whether something is a branding or DR‐based ad. Instead, marketers and agencies focus on creating the most memorable and compelling messages and finding the appropriate audiences and context for that creative.
  • 37. Poor creative can even negatively affect brand metrics (not just do lesser good)
  • 38. <ul><li>Persistent branding — use logo a lot, highlight brand throughout the ad </li></ul><ul><li>Simple , direct, communicate at a glance — people are busy and don’t pay attention to details </li></ul><ul><li>Don’t let numerous formats make creative generic </li></ul><ul><li>“ Reveal” ads rarely work — except for some video and entertainment — so get to the point </li></ul><ul><li>No more than two messages per execution </li></ul><ul><li>Use people — human faces are appealing </li></ul>Dynamic Logic’s recommendations for better performing display creative
  • 39. Integrating Display
  • 40. Conversions come from a mix of display and search, and vary by industry (goals) Source: Eyblaster, February 2010
  • 41. Display leads to search — not always, but typically positive, incremental gains
  • 42. Banners encourage actions — less than search or e-mail, but part of whole
  • 43. Perspective…
  • 44. Main metrics used are not really for branding — not useful for display ads
  • 45. More marketers deem conversions very important than any other metric ( so where does branding fit in? )
  • 46. Counting the sheer number of people exposed to an ad (impressions) is main way display-ad performance gets measured
  • 47. Measuring traditional brand metrics highly useful (but costs more to do)
  • 48. <ul><li>How much do display ads drive search results? </li></ul><ul><li>Can display ads online support offline elements? </li></ul><ul><li>If you don’t measure it , is it still there? </li></ul><ul><li>What metrics best measure impact of display? </li></ul><ul><li>Reach/frequency vs. engagement </li></ul><ul><li>Measure brand-search or site-traffic gains while display campaign runs </li></ul><ul><li>Consider non-purchase conversions (video, social media, subscribe, share, play game) </li></ul>Holistic advertising — look at whole, not parts — especially needed for branding
  • 49. Audiences & Targeting
  • 50. Display more appreciated when the audience trade-off is explicit
  • 51. More than ¾ of marketers using display target their audiences or plan to target
  • 52. Classic demographic targeting still used by more advertisers than interactive targeting such as behavioral (70% vs. 59%)
  • 53. Far more marketers use plain display advertising than behavioral targeted display
  • 54. <ul><li>No single type of targeting is “best” </li></ul><ul><li>Consider the following factors : </li></ul><ul><ul><li>Data available (accurate, fresh, relevant) </li></ul></ul><ul><ul><li>Objectives , persuasion or awareness </li></ul></ul><ul><ul><li>Types of goods or services being sold </li></ul></ul><ul><ul><li>Where audience is found in purchase funnel </li></ul></ul><ul><li>The intertwined issues of data usage and audience privacy will affect display targeting for the next several years </li></ul>To reach the audience with display ads, targeting needs to be multiple choice
  • 55. Takeaways
  • 56. Consider this … <ul><li>Display spending growth ( use diversity ) </li></ul><ul><li>Banners add ( supplement other techniques ) </li></ul><ul><li>Video invest, experiment ( branding online ) </li></ul><ul><li>Measure whole process ( integrate display ) </li></ul><ul><li>Focus on creative ( test ad content, not tech ) </li></ul><ul><li>New paradigm ( search, e-mail relevant models ) </li></ul>
  • 57. “ Thank You! ”
  • 58. About AdReady © 2009 AdReady, Inc. Confidential
  • 59. Automated Buying System © 2009 AdReady, Inc. Confidential
  • 60. Creative Automation © 2009 AdReady, Inc. Confidential
  • 61. Precision Campaigning © 2009 AdReady, Inc. Confidential
  • 62. Whitepaper Offer <ul><li>Whitepaper </li></ul><ul><ul><li>“ Precision Campaigns: Integrating Creative Automation & Micro Targeting” </li></ul></ul><ul><li>E-Mail: [email_address] </li></ul><ul><li>Thank You </li></ul>© 2010 AdReady, Inc. Confidential
  • 63. Thank you for tuning in to the eMarketer Webinar: Keys to Online Display Advertising Presented by: David Hallerman eMarketer Senior Analyst Questions & Answers Sponsored by: Access to the playback and slideshow will be sent to all Webinar registrants via e-mail.
  • 64. e Marketer Coverage Learn more about online advertising with eMarketer Total Access. Visit: www.emarketer.com/products Call: 800-405-0844 E-mail: sales@emarketer.com <ul><li>Recent Reports: </li></ul><ul><li>US Ad Spending: How Big Is the Bounceback? </li></ul><ul><li>Hispanics Online: Demographics and Media Usage </li></ul><ul><li>US Portal Advertising Revenues </li></ul><ul><li>Audience Ad Targeting: Data and Privacy Issues </li></ul><ul><li>Boomer Demographics and Media Usage </li></ul><ul><li>Social Network Ad Spending: 2010 Outlook </li></ul><ul><li>Online Ad Spending in Western Europe </li></ul>All reports are available to Total Access clients.

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