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

  • 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
  • What we’ll look at today…
    • Display ad spending trends ( meaning )
    • Display and other ad formats ( blending )
    • Brand marketing goals ( display’s place )
    • Creative’s central place ( best practices )
    • Metrics for branding ( beyond the click )
    • Ad targeting ( a mixed bag )
  • 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.
  • Ad Spending Trends
  • US Internet Advertising Spending, 2009 - 2014 (billions) Source: eMarketer, May 2010
  • Wide Range : Growth of total US Internet ad spending in 2010 (% change) Source: eMarketer, May 2010; others, Nov. 2009 – May 2010
  • Some of the reasons for eMarketer’s Internet ad spend estimates
    • Diverse Internet ad universe ( not all doing the same )
    • Branding shortfalls & shifts ( leading 100 advertisers )
    • Pricing trends ( more performance, less CPM )
    • Ad networks ( make banners into commodities )
    • More inventory than ever ( also commoditizes, but… )
    • Historical downturn and revival ( the IAB/PwC data )
    • Google, Yahoo!, other revenues ( mix of down and up )
    • Privacy & safety concerns ( esp. limit brand spend )
  • One-Way Street: US Internet ad spending’s share of total media…
  • 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…
      • Furthermore:
      • Brand marketers see need, and viable channels
      • Current economic and societal forces reinforce new ad models and make them more permanent
  • Display Diversity
  • US display ad spending growth will continue to outpace total Internet gains Source: eMarketer, May 2010
  • Large part of that display growth will come from an evolving Web Source: company reports, April 2010, eMarketer, May 2010
  • While impressions do not equal dollars, they point to trend of greater diversity for display placements ( banners & rich media here )
  • Video is the prime source of display ad growth, but banners healthy, too Source: eMarketer, May 2010
  • Factors behind the ( ongoing ) steadiness of banner ad spending
    • Becoming interchangeable commodity
      • Networks help reach but lower inventory pricing across sites
    • Users ignore , more intrusive ads needed
      • Pushes marketers to use video and social marketing
    • One-time display dollars go to social media marketing
      • Don’t show up on charts, more difficult to evaluate
    • Targeting improves as it can reduce total spend
      • Fewer impressions give possibility for same effectiveness
    • However… banners are foundation for campaigns
      • Banners fill-in for search, video, offline
      • Plus, more Websites and more page inventory = more sales
  • More banner dollars over next few years, but video trend will take over Source: eMarketer, May 2010
  • Factors that indicate the ( future ) boom of online video ad spending
    • Broadband now reaches “critical mass ”
      • Although ISPs could stymie full growth
    • “ Rich” advertisers still seeking brand messages
      • With only 7% of measured media budgets going to display
    • Desire to replicate sound, motion — emotion — TV
      • But with better measurability and ability to target ads
    • Hope among Web publishers for greater revenues
      • Need to supply compelling and brand-safe video content
    • Acceptance of ads among audience
      • But content and delivery channels must be valued
  • Local ad spending will increasingly shift online, as both marketer need and more sophisticated geo-targeting come together
  • Perspective…
    • Still step-sister among online ad methods
    • Harder to gauge success with display than with search or e-mail
    • Self-cannibalizing category, money shifting from one to the other
    • Brand safety concerns, about nature of content that appears along with the ads
    • Privacy concerns, especially for some types of targeting (esp. behavioral)
    • Complexity, with many vendors in this market
    Display ad spending (aka, online brand advertising ) looks healthy, but…
  • According to some marketers, display spending trailed e-mail and search in 2009
  • Display spending less than search and e-mail in another survey (convergence)
  • Perhaps fewer dollars for display because e-mail & search perform better
  • Even when video increases, some dollars will come from banner ads and rich media — so overall display market suppressed
  • Fears about ability to protect brand image also inhibit display ad spending
  • Over 60% said display spending would grow by 10% or more if brand safety…
  • Marketers say “We spend less on behavioral targeted ads due to privacy…” Source: Ponemon Institute, April 2010
  • The portion of marketing dollars going to nonmedia spending is rising
  • Brand Marketing Goals
  • Direct response objectives rank high for many marketers online
  • Direct response focus echoed (somewhat) by steady increase of performance pricing
  • However, change is coming: Branding’s share of the total online pie is gaining on direct response dollars
  • Buzzwords and trends indicate mindshare, and in that regard branding even more central than “hot” topics
    • Key variable for display ad performance
    • Often best combined with targeting, to vary message to audience by group, location, or their place in the purchase funnel
    • Development of automated systems for picking creative, changing it over course of campaigns
    • Innovation can thrive within standardization — and perhaps needs some degree of standards (it’s not the frame but what’s within it that counts)
    • Testing creative online easier than other media
    The importance of creative for effective branding just as true online as offline
  • 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.
  • Poor creative can even negatively affect brand metrics (not just do lesser good)
    • Persistent branding — use logo a lot, highlight brand throughout the ad
    • Simple , direct, communicate at a glance — people are busy and don’t pay attention to details
    • Don’t let numerous formats make creative generic
    • “ Reveal” ads rarely work — except for some video and entertainment — so get to the point
    • No more than two messages per execution
    • Use people — human faces are appealing
    Dynamic Logic’s recommendations for better performing display creative
  • Integrating Display
  • Conversions come from a mix of display and search, and vary by industry (goals) Source: Eyblaster, February 2010
  • Display leads to search — not always, but typically positive, incremental gains
  • Banners encourage actions — less than search or e-mail, but part of whole
  • Perspective…
  • Main metrics used are not really for branding — not useful for display ads
  • More marketers deem conversions very important than any other metric ( so where does branding fit in? )
  • Counting the sheer number of people exposed to an ad (impressions) is main way display-ad performance gets measured
  • Measuring traditional brand metrics highly useful (but costs more to do)
    • How much do display ads drive search results?
    • Can display ads online support offline elements?
    • If you don’t measure it , is it still there?
    • What metrics best measure impact of display?
    • Reach/frequency vs. engagement
    • Measure brand-search or site-traffic gains while display campaign runs
    • Consider non-purchase conversions (video, social media, subscribe, share, play game)
    Holistic advertising — look at whole, not parts — especially needed for branding
  • Audiences & Targeting
  • Display more appreciated when the audience trade-off is explicit
  • More than ¾ of marketers using display target their audiences or plan to target
  • Classic demographic targeting still used by more advertisers than interactive targeting such as behavioral (70% vs. 59%)
  • Far more marketers use plain display advertising than behavioral targeted display
    • No single type of targeting is “best”
    • Consider the following factors :
      • Data available (accurate, fresh, relevant)
      • Objectives , persuasion or awareness
      • Types of goods or services being sold
      • Where audience is found in purchase funnel
    • The intertwined issues of data usage and audience privacy will affect display targeting for the next several years
    To reach the audience with display ads, targeting needs to be multiple choice
  • Takeaways
  • Consider this …
    • Display spending growth ( use diversity )
    • Banners add ( supplement other techniques )
    • Video invest, experiment ( branding online )
    • Measure whole process ( integrate display )
    • Focus on creative ( test ad content, not tech )
    • New paradigm ( search, e-mail relevant models )
  • “ Thank You! ”
  • About AdReady © 2009 AdReady, Inc. Confidential
  • Automated Buying System © 2009 AdReady, Inc. Confidential
  • Creative Automation © 2009 AdReady, Inc. Confidential
  • Precision Campaigning © 2009 AdReady, Inc. Confidential
  • Whitepaper Offer
    • Whitepaper
      • “ Precision Campaigns: Integrating Creative Automation & Micro Targeting”
    • E-Mail: [email_address]
    • Thank You
    © 2010 AdReady, Inc. Confidential
  • 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.
  • 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
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    All reports are available to Total Access clients.