Online advertising -a new source of non-dues revenue--higher logic

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Presentation given as part of the Higher Logic Learning Series. Focused on online advertising stats, tips on how to best sell ads online and a case study from the National Apartment Association.

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Online advertising -a new source of non-dues revenue--higher logic

  1. 1. Online Advertising: A New Source of Non-Dues Revenue
  2. 2. Agenda <ul><li>Interesting stats and facts about online ads </li></ul><ul><li>Tips for a Successful Online Ad Sales Program </li></ul><ul><li>Online Pricing Strategies </li></ul><ul><li>Analytics—Friend or Foe? </li></ul><ul><li>Case Study </li></ul><ul><li>Q&A </li></ul>
  3. 3. Interesting Stats and Facts
  4. 4. Interesting Stats and Facts <ul><li>Social Networking Statistics 2010 </li></ul><ul><li>47% of online adults use social networking sites </li></ul><ul><li>73% of teens and young adults are a member of at least one social network </li></ul><ul><li>Sources: </li></ul><ul><li>http://www.facebook.com/press/info.php?statistics </li></ul><ul><li>http://mashable.com/2010/03/19/global-social-media-usage/ </li></ul><ul><li>http://www.census.gov/Press-Release/www/releases/archives/population/014511.html </li></ul><ul><li>http://blog.twitter.com/2010/02/measuring-tweets.html </li></ul><ul><li>http://webtrends.about.com/b/2010/03/15/the-top-10-most-popular-social-networks.htm </li></ul><ul><li>http://compete.com </li></ul><ul><li>http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx </li></ul>
  5. 5. Interesting Stats and Facts <ul><li>US Total Online Advertising Spending 2006-2011 </li></ul><ul><li>(in billions of $) </li></ul><ul><li>Source: e-marketer, December 2007 </li></ul>2006 2007 2008 2009 2010 2011 16.9 21.4 27.5 32.5 37.5 42
  6. 6. Interesting Stats and Facts <ul><li>US Online Social Network Ad Spending 2006-2011 </li></ul><ul><li>(in millions of $) </li></ul><ul><li>Source: e-marketer, December 2007 </li></ul><ul><li>Ad spending on social-networking sites will grow 55 percent to $3.08 </li></ul><ul><li>billion in 2011, up from $1.99 billion in 2010. In 2012, eMarketer expects </li></ul><ul><li>social media spending to grow yet another 27 percent. (December 2010) </li></ul>2006 2007 2008 2009 2010 2011 350 920 1,560 2,020 2,400 2,700
  7. 7. Interesting Stats and Facts <ul><li>Percent of Online Ad Spending 2007-2012 </li></ul><ul><li>Source: e-marketer, April 2008 </li></ul>2007 2007 2008 2009 2010 2011 .77% 1.07% 1.3% 1.48% 1.60% 1.62%
  8. 8. Tips for a Successful Online Ad Sales Program <ul><li>Know your audience </li></ul><ul><li>Know/educate your prospects http://www.njscpa.org/story.cfm?sid=15304 </li></ul><ul><li>Know your technology </li></ul><ul><li>Keep things simple </li></ul><ul><li>Create a strong media/sales kit </li></ul>
  9. 9. Survey question #1 <ul><li>What ad space do you currently offer? </li></ul><ul><ul><li>Banner ads </li></ul></ul><ul><ul><li>Button ads </li></ul></ul><ul><ul><li>Skyscraper ads </li></ul></ul><ul><ul><li>Text ads </li></ul></ul><ul><ul><li>Content </li></ul></ul>
  10. 10. Tips for a Successful Online Ad Sales Program Home Page
  11. 11. Tips for a Successful Online Ad Sales Program Interior Page
  12. 12. Tips for a Successful Online Ad Sales Program Discussion Groups
  13. 13. Survey question #2 <ul><li>How do you price your online advertising options? </li></ul><ul><ul><li>Time based (i.e. monthly) </li></ul></ul><ul><ul><li>Issue based (i.e 1 newsletter) </li></ul></ul><ul><ul><li>Pay per click </li></ul></ul><ul><ul><li>All of the above </li></ul></ul><ul><ul><li>Other </li></ul></ul>
  14. 14. Online Pricing Strategies <ul><li>Time based </li></ul><ul><ul><li>Monthly </li></ul></ul><ul><ul><li>Weekly </li></ul></ul><ul><li>Response based </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Pay-per-lead </li></ul></ul><ul><li>Recommendation: Time based with a maximum and a minimum amount of time! </li></ul>
  15. 15. Survey Question #3 <ul><li>How often do you provide tracking and click-through information to your advertisers? </li></ul><ul><li>Upon request </li></ul><ul><li>Self service system </li></ul><ul><li>Monthly </li></ul><ul><li>Never </li></ul>
  16. 16. Case Study: National Apartment Association <ul><li>About NAA: </li></ul><ul><li>-Comprised of 126 affiliate organizations with 53,000 individual members. </li></ul><ul><li>-Launched Connected Community, “NAA Community Site & Online Resource Center” in November 2010 </li></ul>
  17. 17. NAA Case Study: Creating a Sales Plan <ul><li>NAA Sales Department responsible for all sales work related to Web ads, and NAA IT Department responsible for managing ads (placing, removing, functionality, etc.) </li></ul><ul><li>Ad Program based on three different ad types: Vertical Banner Ad (120x240), Square Button Ad (125x125) and a Leaderboard one-year sponsorship (728x90). Flat rate per month. </li></ul><ul><li>Ad prices based on other associations and lowered due to the fact that the site was new and there were no numbers to show advertisers. </li></ul><ul><li>Since we launched in November, companies purchasing 12-month ad campaigns received November and December 2010 for free, and their campaign officially runs 1/1/11-12/31/11. </li></ul>
  18. 18. NAA Case Study: Ad Information Sheet
  19. 19. NAA Case Study: Sample Home Page
  20. 20. NAA Case Study: Sample Interior Page
  21. 21. NAA Case Studies: Identifying Advertisers <ul><li>NAA Sales team approached known sponsors, advertisers and supporters of NAA. </li></ul><ul><li>It didn’t take more than a few days to find a company willing to buy the 12-month Leaderboard sponsorship. Unlike many other industries, the multifamily housing industry is thriving and companies are looking to spend more dollars in advertising this year. </li></ul>
  22. 22. NAA Case Study: How We’re Doing <ul><li>Sold: </li></ul><ul><ul><li>1 Leaderboard Sponsorship(1 year)--$12,000 </li></ul></ul><ul><ul><li>1 Vertical Banner for (1 year)--$6,000 ($500/month) </li></ul></ul><ul><ul><li>Total of $18,000. </li></ul></ul><ul><ul><li>With minimal effort, two ads have generated $18,000. </li></ul></ul><ul><ul><li>These were not budget items for 2011 because we didn’t know what to expect, so any revenue generated is a bonus, not a necessity. </li></ul></ul>
  23. 23. Questions and Answers Contact Information: Scott D. Oser Mary Scott President Online Resource Manager Scott Oser Associates National Apartment Association 301-279-0468 703-797-0645 [email_address] [email_address] www.scottoserassociates.com www.naahq.org

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