33m adults use the internet every day, which compares to 16m every day in 2006. The internet is now part of everyones life whether that be for entertainment, communication, shopping or any number of other every day activitie*3.6 billion videos equates to 18,000 years of video per month!
Usage of newer areas of digital such as social are burgeoning…site such as Facebook have incredible number of repeat visits each day and are offering advertising opportunities to reach their audience
The digital advertising market ahs been growing huge over the last 10 years. It’s not at a staggering £5.4bn a yearAdvertisers tend to vote with their feet – they can’t get enough of a good thing.
Digital (including search) has grown nearly ever quarter from 2003, and instead of showing signs of slowing down it’s actually been trending upwards over the last year!
Digital ad spend including search is up 12.5% YoY
Digital overtook TV as the biggest medium in 2010/2011
Paid search makes up the lions share of the Digital media mix (58%), display advertising is the second largest channel (24%)
Digital Display is an important part of digital marketing mix and now accounts for just over half of what is spend on print advertising
For an idea of what goes on in the digital space in just 60 seconds then take a look at this! Peoples lives are increasing digital.
The top destination sites in the UK (BBC aside) have considerable reach and also offer advertising opportunities (mainly paid search and display) as well as commerical opportunities such as those on ebay, amazon and youtube.
Networks such as Specific Media and Aconion trade advertising on the internet, typically with agencies but also with advertisers directly. Some performance networks such as Criteo offer opportunities to retarget visitors to your site on the internet.
Digital advertising is often easier to track than responses from television or other traditional advertising channels. Whilst digital can be used as part of a campaign to promote a brand it’s more often used as a method for harvesting demand i.e. encouraging someone already considering a product or service to take the plunge and choose your brand
New advertising formats release by Twitter, Facebook and Youtube have helped advertisers to see social media as an opportunity to connect with potential customers. Formats such as the Facebook page post format allow advertisers to get their message into people news feed.
Between 30-40% of traffic to your site is likely to be made up of mobile and tablet browsing. Obviously this has a knock on effect as you need to ensure your site caters for the different formats required.
MSN can provide mass reach and high impact solutions. Click on image to see a bespoke homepage takeover that animates without user interaction. Once this has loaded, click on the square format highlighted in the presentation and this will activate the full screen takeover. The investment for a MSN Homepage Takeover is approx. £65,000 (dependant on level of interactivity) but provides 12 Million Impressions and 6 Million unique users (reach) with a high cut-through format.Cost-per-engagement models - only pay when user engages. Research (Ribena case study) has proven that the dwell increases purchase intent. Cost-Per-Action buying model – Pay when user completes action
There is even more advanced targeting techniques available that incorporate your sites cookie data with other data providers to match to users who ‘look a like’ your sites users or customers
Paid search or pay-per-click would suggest, advertisers 'buy' each click andsubsequent visitor to their site from an advert displayed in two main locations. Themost common of ads are simple text adverts, displayed alongside 'organic/natural' ornormal search listings in Google normally along the top and down the right handside.Natural search is where advertisers optimise their website in order to appear highlyon the terms through relevant content.
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Transcript of "Why digital?"
SO, WHY DIGITAL?
Scott Dylan – Digital Marketing Consultant
The Digital Audience (it’s big!)
33m Adults use the internet every day
In May 2012, 29 million people watched 3.6 billion videos
Source: UKOM 2013, UKOM 10, ONS 2013, Ofcom 2013, UKOM Video Census June 2011
In 2012 51% Internet users connected via a mobile device,
up from 24% in 2010
Over a quarter (51%) of adults in the UK say that they now
have a smartphone
58% of adults have used Wireless Hotspots in the last 3
The Total UK Internet audience is 44.6m
The Digital Audience continued..
There are more than 3.5bn pieces of content (web links,
news stories, blog posts, etc.) shared each week on
More than 80,000 websites have implemented Facebook
Connect since December 2008 and more than 60m
Facebook users engage with it across these external sites
Source: Ofcom 2012 stats
Nearly half of UK adults said they used social networking
sites in 2012
For those aged 16-24 social network has replaced email
as the most popular Internet activity for the first time ever
Top UK Sites
Total Internet Audience 44.6m
Source: UKOM May 2013
Key Commercial Market Players
Portals Video Search
Digital advertising is widely understood to be an
important part of the funnel to driving a conversion
Print Advertising, Outdoor,
Conversion: Sale, New Lead, New Customer etc.
Digital has evolved a number of it own
models for buying advertising
Paying for a view
with most publishers.
Pay for a Click response. Search advertising
is bought on this basis. Used by brands who
want to deliver users to their site.
Pay for an action – this can be a sale or some
other trackable response.
Not widely available.
Pay based on Engagements.
Used by brand advertisers to ensure
content is seen. This method is
Interesting Trend: Social media advertising is
SOURCE: IAB / PwC Digital Adspend
Interesting Trend: Consumers are buying
more smartphones than PC’s
THE TWO MAIN DIGITAL
Standard display ad formats
Banner – 468x60
MPU – 300x250
Skyscraper – 120x600
Similar to print advertising there is now a wide
range of creative formats available
Rich Media Search Sponsored Stories YouTube Billboard
In text links
…although there is industry standard formats defined by the IAB
The role of Display
Delivers reach / scale
Drives dwell of message
Unique reach: 6 M
Impressions: 12 M
• MSN Homepage takeover
provides mass reach & 100%
share of voice
• Relies on strong creative
• Cost-per-engagement models
work well for Video
• Content must be worthy of users
• Cost-Per-Action buying
• Standard formats, strong
call to action required
Some formats go beyond the norm in an attempt
to engage with users (e.g. Expandable Creative)
Targeting is a key strength of
• Registration data has always enabled a level of targeting for Display advertisers.
Variables for targeting have typically included:
• Contextual targeting opportunities allow you to target by interest with
increasingly complex creative formats on publisher sites.
• Behavioural Targeting segments are available across a range of
verticals based on user behaviour (e.g. whether someone is
interested in travel sites).
• Re-targeting existing customers if they have visited your website -
cookie data allows provides such as Criteo to find visitors to your
website again whilst they are browsing on the internet
What is Search?
Paid Search Ads
Google Shopping Results
approx. 20% of
and other results
account for the
remain 80% of
What is the role of
Search is a channel that falls into the
…On one side it is a means by which
consumers can follow a journey that has
been influenced by other advertising
such as TV or Press…
…And on the other other side it can be
the starting point (by creating awareness
and interest) and also the end point,
driving a sale or some other important
Google, Yahoo and MSN
Text ad (most common)
Content Network ad
Other formats are
available through the
Google Content Network
Anatomy of a Google Text ad
Headline 25 characters
Body content 35 characters per line
Getting to grips with Google
The AdWords system
calculates a 'Quality Score' for
each of your keywords. It looks
at a variety of factors to
measure how relevant your
keyword is to your ad text and
to a user's search query before
entering you into the auction
for that keyword.
A keyword's Quality Score
updates frequently and is
closely related to its
performance. In general, a
high Quality Score means that
your keyword will trigger ads in
a higher position and at a
lower cost-per-click (CPC).