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Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
Online display advertising insights and tips for Marketers
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Online display advertising insights and tips for Marketers

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Online display advertising insights and tips for Marketers, …

Online display advertising insights and tips for Marketers,
Presentation, 30.09.2010
Lassi Nummi
Nitro Estonia.

Seminar by EPL, Media Contacts, Starman, Nitro Estonia

Published in: Business
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Transcript

  • 1. Online
display
adver.sing
 insights
and
.ps
for
Marketers
 Lassi
Nummi
 CEO,
Nitro
Estonia
 Tallinn
30.09.2010

  • 2. Background…
 Digital
Agency
 Lassi
Nummi
 Founded
2000
 CEO

 Largest
digital
agency
in
Finland
 Nitro
Estonia
 In
Estonia
since
2008
 Digital
markeTng
experience:
 In
Estonia
part
of
Big
Idea
Group
 2001‐> 
Metropoliz.net

 Team
of
10
EE,
100
in
Finland
 2004‐> 
Nokia
 2006‐> 
Nitro
Finland
 2008‐> 
Nitro
Estonia

 
Finnair,
Nordea,
Lemminkäinen,
Nokia,
SOK,
 Fiskars,
Vaisala,
Fazer,
Loreal,
MTV3,
Volvo,
 BMW,
Starman,
Bigbank,
Rimi,
A‐lehdet,
 Finnlog,
Isku,
Stockmann.…

  • 3. Agenda
 •  StaTsTcs
 •  CreaTve
approach
when
planning
 (online)
display
adverTsing
 •  Cases,
examples

 •  Conclusions
and
discussion

  • 4. Stats

  • 5. Europe:
 Recession
meets
online
 –
slower
growth,
 but
sTll
growing
 Estonia:
 ‐24
%
 2008
vs
2009
 (TNS
Emor)

  • 6. Estonia
:
13%
 In
UK‐online
adverTsing
biggest.

  • 7. Display
holds
30
%
of
spending
out
of
digital.
Search
rules.

  • 8. However
as
countries
in
the
IAB
Europe
network
are
already
reporTng
a
recovery
in
 online
display
in
the
first
quarter
of
2010
it
seems
that
this
trend
was
only
 temporary.

  • 9. Display
–
notes
2008‐2010
 •  Out
of
online
ads,
the
cutbacks
on
marke.ng
budgets
 has
affected
the
Display
adver.sing
most
 •  Search
outperformed
display
last
year
as
the
pressures
 of
the
economic
condiTons
encouraged
adverTsers
to
 focus
on
achieving
return
on
investment
through
 direct
response
formats
at
the
expense
of
brand
 adver.sing.
 •  However
as
countries
in
the
IAB
Europe
network
are
 already
reporTng
a
recovery
in
online
display
in
the
 first
quarter
of
2010
it
seems
that
this
trend
was
only
 temporary.

 •  2009
–
UK
Video
display
adver.sing
up
140
%

  • 10. Trends
2010

  • 11. Display
adver.sing
2010…
2
trends
 1.
Branding
/
Strong
display
/
usage
of
video
 “Premium
adverTsing”

  • 12. Display
adver.sing
2010…
2
trends
 2.
Usage
of
networks.

 TacTcal,
more
direct,
high
frequency,
using
affiliate
markeTng..

  • 13. Some
studies
point
out
 online
being
as
affec.ve
 as
TV
on
branding…

  • 14. Crea.vity

  • 15. It’s
been
only
15
years..
 …
but
lots
of
things
 have
changed..

  • 16. One
of
them
being
your
audience….

  • 17. 6
ways
to
approach
when
thinking
 digital
crea.ves…

  • 18. 1.
Be
interac.ve
 –  Reward
the
user
for
clicking
 –  InteracTvity
increases
brand
recall
63
%
more
 than
non
interacTve
ads
(*)
 hjp://www.bannerblog.com.au/2010/08/sls_amg_pedal.php

 *Barnum
Sulley
Research
2010

  • 19. 2.
Engage
the
customer
 Make
users
feel
unique
 Don’t
underesTmate
the
 visitors

  • 20. 3.
Make
the
crea.ve
to
fit
the
 environment
 •  Take
advantage
of
different
target
groups
 •  Do
not
push
the
same
creaTve
to
all
 placements
 •  Think
about

 sub‐segments
 •  Use
social
media

  • 21. 4.
Be
entertaining
 U.lize
video
possibili.es
!

  • 22. 5.
Use
games
 In
what
other
media
can
you
catch
the
 ajenTon
of
the

 consumer
for
several
minutes

 Remember
–
average
online
gamer
is
not
a
 teenager…

  • 23. 6.
Help
your
customers…
 •  Offer
useful
informaTon
to
your
visitor
 •  Bring
your
service
to
them,
instead
of
asking
 them
to
come
to
you.
 •  Remember
–
in
online
visitors
are
mostly
carrying
 out
something,
and
you
want
to
interfere
with
 their
tasks.


  • 24. Examples:

  • 25. 1
 2
 3
 7
 11
 9
 4
 8
 10
 6
 5

  • 26. hjp://www.matkavalp.fi/krisse/? url=l4uLj8XQ0IiIiNGRlouNkNGamg%3D%3D


  • 27. From
banner
to
ready
 made
1st
stage
of
 booking…

  • 28. Get
inspired
!
 hjp://www.bannerblog.com.au/

  • 29. Conclusions,
how
to
stand
out
2010
 1.  Be
entertaining

 ‐
If
possible,
use
video
 2.  Be
InteracTve,
challenge
and
engage
the
customer
 3.  Don’t
be
afraid
to
use
special
soluTons
 4.  UTlize
your
media
mix
(challenge
your
agency)
 –  Display
leads
to
search
 –  Demand
real
metrics

 5.  Use
several
variaTons
for
different
target
groups,
 don’t
be
afraid
to
change
creaTve
during
 campaign.
 6.  Remember
–
you
don’t
need
to
do
adverTsing
–
 Brief
for
soluTons,
not
for
ads
 7.  Challenge
your
agency
!
Online
is
not
a
newspaper.

  • 30. Kiitos!


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