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Livertising #14. 7 Advertising goes online student version

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LIVErtising #14.7 : keys to understanding online / interactive / digital advertising today

LIVErtising #14.7 : keys to understanding online / interactive / digital advertising today

Published in Education , Technology , Business
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Transcript

  • 1. LIVEr&sing  14.7 ADVERTISING GOES ONLINE
  • 2. ONLINE?
  • 3. http://livertising.net/blog/2014/10-dream-jobs-for-your-future/
  • 4. % share of each major ad medium 0 12,5 25 37,5 50 tot TV tot Print Radio Digital Adspend Consumpt°
  • 5. If you continue to use this site without changing the settings, you consent to the use of the cookies.
  • 6. collusion
  • 7. BLOWING A FEW MYTHS
  • 8. MYTH #1
  • 9. Universal Google Analytics
  • 10. 34%
  • 11. MYTH #2
  • 12. h)p://youtu.be/B9vPoCOP7oY
  • 13. MYTH #3
  • 14. Perception Map This Perception Map shows what users will see on your website within the first few seconds of opening the page. Your offer's main benefits and a clear call-to-action must stand out to improve usability and conversion rates. http://Livertising.net
  • 15. Attention Map Users only have so much attention to give your website. This attention map shows visually how that attention is distributed across your page. These results allow for an fine-tuning of your website's most important design elements and layout to ensure that the "attention budget" is spent wisely. http://Livertising.net
  • 16. Hot Spots The Hot Spot Map combines the Attention and Perception Map's information in one global view: the bigger the circles, the more eye-catching the underlying elements. More than one circle on one element indicates that the area will most probably be viewed several times - even in the orientation phase. http://Livertising.net
  • 17. • CTA (wording, size, colour, placement...) • Headline • Product/service description • Form (length, type of fields...) • Layout, style, colours, background, pictures... • Pricing, promotional offers... • Amount of text, fold...
  • 18. MYTH #4
  • 19. Measuring  online  ac&vity:  tracking   – Interac=on   Visits,  unique  visitors,  visit  dura=on,  page  views   ! – Par=cipa=on    Ac=ons  completed   ! – Conversion   CTA  >  Lead  >  Sales   ! – Outreach   RSS,  sharing,  viral  effect
  • 20. Measuring  online  ac&vity:  tracking   – Interac&on   • Visits,  unique  visitors,  visit  dura=on,  page  views   ! – Par&cipa&on   •  Ac=ons  completed   ! – Conversion   • CTA  >  Lead  >  Sales   ! – Outreach   • RSS,  sharing,  embeds,  viral  effect
  • 21. Bounce rate
  • 22. MYTH #5
  • 23. Genera=on  C  &  P
  • 24. Where%has%the%«%consumer%»%gone?%
  • 25. is  online  to  keep  increasing? WHY
  • 26. landscape THE ONLINE