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Online advertising money: how do we spend it in 2014
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Online advertising money: how do we spend it in 2014

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Some notes from a lesson on how do we use advertising online to boost brand awareness or sales

Some notes from a lesson on how do we use advertising online to boost brand awareness or sales

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  • 1. Gummy Industries AD Money How do we spend it in 2014 ACME
  • 2. 2 Alessandro Mininno - @alekone - @gummyindustries
  • 3. Il consumatore post moderno How is the consumer changing? 3
  • 4. 4
  • 5. 5
  • 6. It worked until 2001 6
  • 7. 7
  • 8. 8
  • 9. CONSUMERS CHANGED 9
  • 10. A CHILD SEES 20.000 ADS EVERYYEAR 10
  • 11. 8 MINUTES ISTHEAVERAGE ATTENTION SPAN ONTV 11 The attention span of a Goldfish is 9 seconds
  • 12. CONSUMERS HAVE 
 NICHETASTES 12
  • 13. 13
  • 14. 68% OF PEOPLETRUST CONSUMER OPINIONS FOUND ONLINE 14
  • 15. 15
  • 16. 16 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
  • 17. Il consumatore post moderno HOW DOTHE BRAND CONCEPT EVOLVE? 17
  • 18. “BRANDSARE NOW 
 PUBLIC PROPERTY” 18 Ellen Peatry Leanse - Google Our lawyer assures that’s inaccurate
  • 19. 19
  • 20. 20
  • 21. 21
  • 22. 22
  • 23. Il consumatore post moderno WHERE DO COMPANIES SPEND THEIR MONEY? 23
  • 24. 24 http://www.assocom.org/media/download/comunicare-domani/new_comunicare-domani-26-giugno-2013.pdf
  • 25. 25
  • 26. 26 http://www.assocom.org/media/download/comunicare-domani/new_comunicare-domani-26-giugno-2013.pdf
  • 27. Il consumatore post moderno WHERE DO INTERNET COMPANIES GET THEIR MONEY? 27
  • 28. GettyImages vs IstockPhoto • Getty Images becomes a giant in the images market, selling photos at a very high price (1995-2000) • IstockPhoto get very big crowdsourcing images and selling them for a single dollar (2000-2005) • Getty Images buys IstockPhoto (2005) ! • Istockphoto • Business model: Crowdsourced, Pay (royalty free images) • Pricing model: credits (the user buys 10$ in credits and downloads what he wants) 28
  • 29. The Economist • The Economist is the most famous economic magazine • In 2012, The Economist tripled its revenue from digital sales • Spending on digital goods will grow of 70% before 2017 (source: Forrester) ! • Business model: advertising + selling content • Pricing: subscription, pay per use 29
  • 30. EdilPortale • The Italian, ad-based website makes a gross of 4,5€ MLN (2010) selling targeted advertising to architects and engineers • 300.000 subscribers, 1,3 unique monthly • Edilportale • Business model: Advertising • Pricing model: Free for the users, paid advertising 30
  • 31. Gartner • Gartner develops consultancy reports on the technology markets • Reports are sold (60€-500€) • The company profits from consultancy as well • Gartner • Business model: Selling content + Consultancy • Pricing model: Pay per use 31
  • 32. LinkedIn • Linkeding has a mixed revenue model • 55% of the revenues comes from consultancy, or “Talent solutions” (helping companies hire). 138$ millions. • 25% comes from Marketing solutions (adv) • 20% comes from Premium subscriptions ! • Linkedin • Business model: mixed revenues from freemium, selling data and adv • Pricing model: Pay per use, mixed 32 20% 25% 55% Talent solutions Marketing solutions Premium subscriptions
  • 33. Il consumatore post moderno SO,WHAT DOYOU WANTTO DOWITH THE INTERNET? 33
  • 34. Il consumatore post moderno (1) YOUWANTYOUR BRANDTO BE FAMOUS 34
  • 35. Inserisci qui un occhiello 35
  • 36. Inserisci qui un occhiello 36
  • 37. Contextual targeting Topic targeting 37
  • 38. Average CTR 0,11% 38 http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/
  • 39. 39
  • 40. 40
  • 41. Il consumatore post moderno (2) YOUWANTTO 
 SELL STUFF 41
  • 42. Inserisci qui un occhiello 42
  • 43. Inserisci qui un occhiello 43
  • 44. Twitter sales campaigns 44
  • 45. AverageTwitter 
 Cost per interaction 0,5€ 45
  • 46. Remarketing 46
  • 47. Average eCommerce Conversion Rate 2% 47
  • 48. Il consumatore post moderno (3) YOUWANTTO 
 TELLA STORY 48
  • 49. Inserisci qui un occhiello 49
  • 50. 50 ∑=uewede
  • 51. 16% https://www.facebook.com/business/fmc/guides/reach Of our fans see our updates, Facebook says
  • 52. 52
  • 53. Inserisci qui un occhiello 53
  • 54. Inserisci qui un occhiello 54
  • 55. Facebook average Cost per Fan 1€ 55
  • 56. Inserisci qui un occhiello 56
  • 57. Inserisci qui un occhiello 57 https://www.youtube.com/watch?v=btViXvIDsi0
  • 58. Inserisci qui un occhiello 58
  • 59. 59
  • 60. Inserisci qui un occhiello 60
  • 61. Inserisci qui un occhiello 61
  • 62. Inserisci qui un occhiello 62 https://www.youtube.com/watch?v=DLUvANbgI-A
  • 63. Gummy Industries S.r.l.
 Via Manzoni 22/c 
 25126, Brescia Tel 030 5241468 www.gummyindustries.com twitter.com/gummyindustries info@gummyindustries.com A presto!