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Presentation slides from thinkLA Digital 101 Seminar. Event held on June 14, 2011. Presented by Marian Thomas, Horizontal Packaging & Sales Strategy, Yahoo!

Presentation slides from thinkLA Digital 101 Seminar. Event held on June 14, 2011. Presented by Marian Thomas, Horizontal Packaging & Sales Strategy, Yahoo!

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thinkLA Digital 101 Presentation Slides thinkLA Digital 101 Presentation Slides Presentation Transcript

  • Digital 101
    Presented by Marian Thomas for
  • Digital 101
    Presented by Marian Thomas for
  • Agenda
    Section 1
    State of Media
    Media Trends
    Why Online?
    Q&A
    Section 2
    Terms/Terminology
    Brand vs. Direct
    Media Property Types
    Q&A
    Section 3
    Technology
    Tools
    Tactics
    Reference Materials
    Q&A
  • SECTION 1
    Media TrendsOnline UniverseWhy Online
  • Media Trends
  • This Doesn’t Happen Anymore…
  • And we are multitasking…
  • Evolution of Distractions
    TV
    HD TV
    Interactive TV
    DVR/TIVO
    DVD Player
    Desktop PC
    Laptop
    Nintendo DS
    PlayStation 3
    ipod
    PSP
    Nintendo Wii
    Xbox 360
    ipad
    Mobile Phone
    iphone
    Google Droid
  • Harder to Find Scale on TV alone
    1978/79: “All in the Family”; Rating 30.5
    1986/87: “The Cosby Show”; Rating 25.3
    1998/99: “E.R”; Rating 17.8
    2010/2011: “American Idol”; Rating 9.2
  • DVR Usage Continues to Increase
    35%
    of U.S. Households own a DVR (40MM)
    Source: emarketer 2010
    10
  • DVR Usage Continues to Increase
    41%
    projected to own a DVR In 2012 (48MM U.S.)
    Source: emarketer June 2008
    11
  • R.I.P. Newspapers?
    Since 2000:
    • Internet usage has jumped +61%
    • Sunday newspaper readership has declined -20%
    • Daily newspaper readership has declined -19%
    PERCENTAGE OF U.S. POPULATION AGE 18+
    Source: Mediamark Research, Inc., US Adults 18+, Spring 2000 to Spring 2009
  • Over Half of Consumers are Simultaneously Online and Watching TV
    Media Consumption Level By Usage Quintile2
    Minutes Watched TV (Line)
    Minutes Spent Online (Bars)
    M-F 6p-9p / Adults 25-541
    57%
    USAGE CONTINUUM
    Source: 1Knowledge Networks SRI, Fall studies, 2Nielsen TV/Internet Convergence Research Panel Reporting
  • Newspapers: 30 mins
    Magazines:
    20 mins
    Mobile: 50 mins
    Internet:
    2 hrs, 35 mins
    TV:
    4 hrs, 24 mins
    Internet Today:
    23.5% of time
    15.3% of dollars
    8.2 p.p. gap
  • Interactive Marketing Budgets are Now Growing at the Expense of Traditional Media
    Q: Which of the following traditional marketing budgets will you decrease in order to fund increased interactive marketing?
    Q: How will you fund increases in your company’s interactive marketing budget?
    Source: Forrester Research, “US Interactive Marketing Forecast, 2009 to 2014”, July 2009 Base: 204 marketers
  • Overall U.S. Media Spending Is Down
    Even post recession, aggregate media dollars will fail to return to former levels. (eMarketer CEO Geoff Ramsey 2010 Predications)
    $191.7
    US Total Media Advertising Spending,
    2008-2014 (billions)
    $178.8
    $176.5
    $174.8
    $168.3
    $166.5
    $162.8
    2008
    2009
    2010
    2011
    2012
    2013
    2014
    Source: eMarketer May 2010
  • US Online Ad Spending Growth
    6/20/2011
    17
    Yahoo! Presentation, Confidential
  • Online Is More Than Just Advertising
    There are “alternative media channels” to raise awareness and drive sales online
  • Trend: Marketing Drawing Budgets Away from Advertising
    Advertising budgets are in competition with marketing budgets for programs such as:
    Social network
    Mobile App Development
    Custom videos on brand’s website
    E-mail
    Source: eMarketer US Ad Spending June 2010
  • Internet Marketing & Advertising Tactics U.S. Marketers Spent the Most on in 2009 (% respondents)
    E-mail marketing
    50.2%
    E-mail newsletters
    29.9%
    Paid search ads
    26.0%
    Search engine optimization
    24.6%
    Display ads on Websites
    23.6%
    Offsite social media (Facebook, Linked in)
    12.7%
    Webinars
    10.3%
    Corporate blogs
    6.7%
    Viral or word-of-mouth campaigns
    6.7%
    Online sweepstakes or contests
    5.6%
    Source: Chief Marketer *2010 Interactive Survey April 2010
  • Ad Spending by Format
  • All display formats together—banners, rich media and video—will begin to close the gap with search spending
  • Why Online?
  • Why Online?
    Internet is mainstream—and rising. Has the ability to reach millions in a one day!
    Internet delivers better targeting.
    Internet increases media efficiency.
    Online can complement TV and increase overall ad effectiveness
    Online has a wide creative canvas
    Consumers mesh media to personalize their experience and gather more relevant information
    Online advertising is powerful driver of search
  • Why Online? 24-Hour High Reach Interactive Impact
    Yahoo Homepage
    33MM Unique Users/Day
    Google Homepage
    41MM Unique Users/Day
    Facebook Homepage
    45M Unique Users/Day
    Combined Reaching
    178MM Unique Users
    Per Day
    Myspace Homepage
    2MMUnique Users/Day
    MSN Homepage
    2`MM Unique Users/Day
    AOL Homepage
    14MM Unique Users/Day
    Source: Comscore Key Measures April 2011
  • Increase the Efficiency of TV by Adding Online
    Source: SRI-Knowledge Networks, Media Mentor; Fall 2009. Adults 25-54
    TV CPMs based on Averages from TNS, Sep 09-May 10, Broadcast Primetime TV $32 CPM, Online $11 CPM – 4 week flight
  • Online Can Complement TV and Increase Overall Ad Effectiveness
    IAB/Thinkbox Study Findings:
    • Using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation.
    • Using TV and online together results in 47% more positivity about a brand than using either in isolation.
    • The likelihood of buying or using a product increases by more than 50%when TV and online are used together.
    • Almost a third of 18-24 year olds around the world regularly talk about brands in online forums or discussion boards.
    Source: IAB / Thinkbox “TV & Online: Better Together” http://www.thinkbox.tv/server/show/nav.1019
  • Online Has a Vast Creative Canvas
  • Display Advertising is a Powerful Driver of Search
    After being exposed to a display ad, consumers were:
    136% more likely to search the brand’s keywords
    86% more likely to click on a sponsored text ad
    140% more likely to click on an organic link
    Google/ComScore panel.
  • Nearly Half of Consumers Who Have Reacted to Online Advertising Eventually Conducted Related Searches
    Eventual Response to Online Display Ads
    Source: Commissioned Custom Research Study by Forrester Consulting on behalf of iProspect, January 2009,
    Base: US Online Consumers, N=1575
  • Online
    Universe
    Online Universe
  • DVR Usage Continues to Increase
    71%
    of U.S. consumers are online(221MM)
    Source: eMarketer, February 2010
    32
  • Internet Reaches Key Demographic Segments
    Adults
    Age 18-49
    Kids &Teens
    Age 2-17
    Young
    Women
    Women Age 18-34
    43MM
    Boomers
    Age 45-64
    Young Men
    Males Age 18-34
    Moms
    Women 25-54 with Kids
    127MM
    33MM
    Source: Comscore April 2011
    30MM
    36MM
    52MM
  • What Do Consumers Do Online?
  • Top Trending Online Behaviors
    Source: Forrester, December 2010
  • Media & Content Trends
    Distributed
    Personalized
    Contextualized
  • Social/Local/Deals – Groupon & Living Social
  • Questions?
  • SECTION 2
    TerminologyBrand vs. DirectMedia Property Types
  • Important Terms: Page Views
    Page Views(PV): The successful transmittal of the page (fully downloaded) to the users’ browser.
    2ndpage view
    1stpage view
    A user goes to Yahoo! homepage (1st page view) then once user clicks on article they go to the second page view
  • Important Terms: Impressions
    Ad Impression: The metric a site uses for measuring and reporting ad inventory. Ad impressions can be counted by the ad server as a result of an ad request or be counted at the delivery of an ad from the ad server to the browser. The recently established standard calls for this measurement to be the count at the latest point possible in the process of delivering the creative material to the user’s browser.
    1
    2
    4 Ad Impressions
    on Page
    3
    3 Promotional Impressions
    on Page
    4
  • Important Terms: Ad Frequency
    Ad Frequency: The number of times an ad is delivered to the same browser in a single session or time period. Assumed to be exposure to an ad. Frequency caps can be established and managed by the ad server using cookies to ensure a browser only gets the same ad delivered “X” times. The frequency for email is the intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc
    Dr. Herbert Krugman’s benchmark “three plus” theory established a commonly used rule of thumb for minimum frequency levels. It states that three exposures to a TV commercial are needed for effective communication.
    What is the optimal frequency for online?
  • Important Terms: Hit
    Outdated Metric Sometime Still Mentioned
    Hit : The sending of a single file, whether text, graphic, audio or another type. When a page request is
    made, all elements or files that comprise the page are recorded as hits on a server’s log file; therefore,
    number of hits is not an appropriate statistic to use for analyzing or comparing sites.
    Everything on the page below that clicks will get a hit. Over 60 hit opps per person per visit
    10 hits
    if clicked
    20 hits
    if clicked
    10 hits
    if clicked
  • Important Terms: Unique Users
    Unique Users(UUs): Number of unique individuals or browsers for a given reporting period. Different methods exist for counting unique users/visitors: 1) where the user self-identifies through registration, 2) where the user is identified or marked by a cookie or other ID that is attached to his or her browser, or 3) the site counts unique IP Addresses accessing its servers. For sites that use cookies or unique IP Addresses, these methods are counting computers and browsers and not individuals. Syndicated research data will also include counts of unique users.
    This is the metric most planners justify sites on – unique users per month, page views and reach
  • Important Terms: Call to Action
    Call to Action: Words in an ad (display or email) that entice the reader to do something. A typical call to action is “click here” or “download now.” Ads with call to action will generally have higher click through rates (CTRs).
    “Enter to Win”
    Goal: Drive Traffic and Sweepstakes Entries
    “Click here to take the quiz & watch videos”
    Goal: Film Awareness and Drive Traffic
    “Learn More”
    Goal: Drive Sales
    “Click here now to watch”
    Goal: Drive Traffic
  • Important Terms: Click Through Rate
    Click-Through Rate/(CTR) or Click Rate: CTR’s are calculated by dividing the click-through number by the number of ad requests or ad impressions. CTR has become a major measure for Internet adcampaign effectiveness and provides a basis for comparison of sites and/or creatives. However, click rates are not a complete measure of campaign effectiveness (they do not measure user activity past the initial click or conversions). Click rates should be combined with other measures to determine the real value of a campaign. See Return on Investment (ROI).
  • Important Terms: Optimization
    Optimization: In ad buying, changes made to a campaign (changing ad units, placement, creative) to drive the highest click-rates or other metrics. In search engine marketing, the changes made to improve a page’s rank. Optimization may include changes to text, title tags, meta tags, body text, etc.
  • Important Terms: Post Click Activity
    Post Click Activity: The tracking and measurement of what users do after clicking on an ad unit, such as completing a transaction or some other activity.
    This means visitors who see ads and don’t click have a higher
    probability of purchasing products that users who click. This also means
    we need to taking click through rates with a grain of salt.
  • Important Terms: Cookies
    Cookies: A cookie is information that a Web server puts in the http header in response to a browser request. The browser stores this information, which allows the site to remember the browser in future transactions or requests. Since the Web’s protocol (http) has no way to remember requests, cookies read and record a user’s browser type and IP address and store this information on the user’s own computer. Only a server in the domain that stored it can read the cookie. Visitors can accept or deny cookies by changing a setting in their browser preferences.
    Cookies are what we use to track all the metrics online. Cookies not only help advertisers track user interactions, cookies help websites remember personal information such as credit card info and sign up info. More and more savvy consumers like to delete their cookies from their browsers because of the fear of “big brother” however that number is so small we don’t have to worry it about it now. However, in the future we will need to find a new tracking mechanism.
  • Brand vs. Direct
    Brand Awareness
    Direct Response
    Driving sales and
    traffic
    Generating buzz
    and interest
  • …and branding will become more important for online advertising overall
  • New buyer types are asking publishers for more
    © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Pricing Models
  • Media Property Types
    SEARCH
    ENGINES
    AD
    NETWORKS
    VIDEO
    NETWORKS
    PORTALS
    VIDEO
    BRANDED
    ENT/
    TV SITES
    MOBILE
    SOCIAL
    PUBLISHERS
  • 6/20/2011
    55
    Yahoo! Presentation, Confidential
    Break
  • Search Engines
    56
  • Search will remain the largest ad format
    Video will grow fastest, but from a smaller base
  • Search Market Share
  • The Unique Value of Search
    Users Participation
    Passive
    Active
    High
    Catalog Mail
    Trade Magazines
    Opt-in E-mail
    Direct Mail
    Internet
    Search
    Level of Targeting
    Low
    Network TV
    Radio
    Billboards
    Yellow Pages
  • Marketing Objectives Met by Search
    drive awareness
    obtain leads
    drive purchases
    traffic
    reach and frequency
    ROI
    conversions
    registrations
    Paid Search helps achieve marketing goals
  • Everyone who is searching is in the purchase funnel
    “car”
    Lower
    Converting
    “used car”
    “used volkswagen”
    Higher Converting
    “buy a used volkswagenjetta”
  • Search Needs to be Part of the Marketing Mix/Buying Cycle
    Offline
    Non-Targeted Display
    Lower Converting
    Contextual Text Ads
    Social (Friend Casting)
    Targeted Display
    Email
    Higher Converting
    Search
    Rich Ads In Search
  • Search Marketing Terms
  • Organic (SEO) vs. Paid Listings (SEM)
  • Search Engine Features: Video
  • Search Engine Features: Local
  • Recent Features: Music
  • Innovation: Assistance with Search
    6/20/2011
    68
    Yahoo! Presentation, Confidential
  • Innovation: Rich Ads in Search Results
    6/20/2011
    69
    Yahoo! Presentation, Confidential
  • Innovation: Social Discovery
    70
  • The Future of Search: Computation
  • Portals
  • Portal Revenue Trends
  • Portal Reach and Market Share
    Source: ComScore Key Measures Portals/April 2011
  • Portal Ad Executions
    Click for Live Demo
    Click for Live Demo
  • Advertising Networks
    Short Definition:network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buysAd Networks today are more complex
  • Ad Networks’ Reach
    yahoo.com
    Advertising Networks Sites
    (Unique Users in millions)
    Uniques
    Specific Media
    Collective Display
    24/7 Real Media
    Specific Media
    Vibrant Media
    Value Click
    Turn Media
    ValueClick
    Microsoft
    Yahoo!
    AdBrite
    AdBrite
    Google
    Google
    Yahoo!
    Turn
    24/7
    AOL
    AOL
    Fox
    Reach
    92%
    84%
    84%
    81%
    80%
    78%
    75%
    72%
    70%
    69%
    Source: comScore, Ad Networks Report, April, 2011
    Data includes text and display based ads.
    Google Ad Network data now includes Ad Sense..
  • Targeting Options Help Engage and Drive Conversions With Advertiser Audience
    Geographic
    Personalized Retargeting
    Channel Targeting
    Search Retargeting
    Demographic
    Behavioral Targeting
    Site
    Retargeting
  • Flexible Pricing to Reach ROI Goals
    dCPM
    Dynamic Cost-per-thousand
    Optimized based on advertiser specific backend ROI goals such as cost-per-click or cost-per-action, and maximum bid price to dynamically generate a bid in real-time.
    CPM
    Cost-per-impression
    Optimized towards sites and users that match the fixed CPM, advertiser pays for impressions.
    CPC
    Cost-per-click
    Optimized towards sites and users that match the fixed CPC, advertiser pays for clicks.
    CPA
    Cost-per-action
    Optimized towards sites and users that match the fixed CPA, advertiser pays for conversions/actions.
  • Types of Ad Networks
  • Dynamic Pricing Illustrated
    Every impression priced to reflect the correct value to each advertiser, giving advertisers the ability to buy impressions across inventory while meeting backend ROI goals
  • Advertising Networks
    Pros:
    • Attractive Pricing
    • High Reach
    • Targeted channels and sites
    • Time Savings
    • Optimizing to brand metrics
    • Leverage efficiencies
    Cons:
    • Non-Transparency of the site list varies
    • Quality of sites in the network
    • Targeted channels may be limited
    • Few premium sites and integrated placements
  • Online Video
    Pros:
    Audience Growth, Online Video Usage increasing.
    Increases Brand Effectiveness
    More impact that Display and flash ads
    Increases TV Effectiveness
    Measurement
    Challenges:
    Getting tv budgets or growing online budgets
    Consistent multi screen experiences
    Cross Media Measurement
  • Video will become more important in the mix of display formats…
  • In the U.S.89 million people will watch
    1.2 billion videos
    today
    More than 16 Oprah Winfrey episodes
    More than 4 American Idol episodes
    Source: comScore Video Metrix, Dec 2010; OVEC Consortium study, June 2010; Nielsen TV Ratings Data: ©2010/2011
  • Highlights: NEW OVEC 2011 Study Released at Internet Week June 2011
    BIG GROWTH.  Video continues significant growth, specifically full length movies and TV shows.  However,  the large majority watched , ~75%, remain short clips. 
    Online video watching has increased significantly
    Even with major growth, across platforms, short clips still dominate
    PC remains the primary platform for watching online video...
    NIGHT TIME SHIFT IN WATCHING.  There's been a marked increase, +30pts, in online video viewership between the hours of 6:00 to 8:00pm. Consumption patterns have changed since '09
    MORE STREAMS SHARED, BUT LESS SHARERS.  While there has been an overall increase in streams that are shared, less viewers are actually sharing videos they've just watched
    Fewer viewers are being referred to videos
    Most assume sharing is about social networks, but email and IM is critical
    Sharing of type of video is different by distribution channel
  • Online Video Marketplace & Growth
  • Video Marketplace
    PREMIUM ONLINE VIDEO
    Originals
    PREMIUM OFFLINE VIDEO
    UGC
    VIDEO NETWORKS
  • Top Video Properties
    Top U.S. Online Video Properties by Video Content Views
    Source: comScore Video Metrix
    Ranked by Unique Video Viewers April 2011
  • Online Video Networks
    Pros:
    • Attractive Pricing
    • High Reach
    • Targeted channels and sites
    • Time Savings
    • Throw in a lot of added value such as creative services, ad serving and research
    Cons:
    • Quality of sites in the network (not all networks alike)
    • Advertisers will rarely see their ads
    Source: comScore Video Metrix
    Ranked by Unique Video Viewers April 2011
  • 32% of Time Spent on the Internet is Spent Consuming Video
    Time With Media Among Online Video Watchers
    32%
    Offline Time
    Online Time
    9% of total media time
    92
    Source: : OVEC Study, September 2009
  • Pre rolls and banner advertising are ads that consumers most remember seeing
    I remember seeing this ad format (Among those who remember seeing advertising)
    C21a. Please take a look at the explanations below and tell us what type of ads you remember seeing during this video experience.
    N=6280
  • Video Ads Increase Brand Awareness by 1.4x Compared to Standard Online Display Ads
    Lift in Unaided Brand Awareness
    Compared with Standard Online Display Ads, In-Stream Video Ads raise Unaided Brand Awareness by 1.4x overall and 1.8xamong users who see asingle impression.
    23%
    16%
    Online Display
    In-Stream Video
    1.4x
    94
    Source: Dynamic Logic’s Market Norms database filtered on North America and last 3 years, “Online Ad Awareness” metric (i.e. Unaided Brand Awareness) – all results are with 99.9% confidence. Traditional=GIF/JPG. Frequency = # impressions per user
  • When Compared to TV Ads, Online Video Ads Make a BIG Brand Impact
    Premium Online Video vs. TV Ad Performance
    Message Recall
    Likeability
    Ad Recall
    Brand Recall
    SOURCE: Nielsen IAG Adults 18-49, 2008-2009 Study, Premium Ads=video ads run during online full-episode TV programs
  • Branded Entertainment Online
    What is BE?
    Branded content is not product placement. Branded content is integrating your brand with content in an organic way. Branded content is content that delivers a marketing message in a way that consumers accept rather than reject.
    Pros
    Branded Entertainment Set to Surge
    track to total $25.93 billion, a 5.3 percent gain.
    By 2014, branded entertainment will reach $38.16 billion, growing at a 9.2 percent compound annual growth rate.
    Building Brand Equity
    Driving Performance
    Challenges
    Creating resonating content
    content distribution
    Measurement
    Tips
    Quality of Content, Understand your audience, Be economical, Don't post and pray
    Tips Source: imedia
  • Mobile ad spending will pass $1.1 billion
    this year
    Messaging is still the strongest format, but will soon be eclipsed
  • Mobile Marketplace
    Portals
    Ad
    Networks
    Rich Media Vendors
    Mobile operating Systems
    Android
    Microsoft Windows 7
    Apple iOS
  • Compared to a year ago, consumers say they are spending more time on their mobile...
    More time on...
    Reading a newspaper
    -31%
    Talking & Texting
    +49%
    Mobile internet
    +54%
    Listening to radio
    -5%
    … and less time on...
    Watching online videos on a mobile
    +29%
    Figures show net change by deducting those who claim to be doing this less often vs. a year ago from those claiming to be doing it more often
    Reading a magazine
    -24%
    Source: 2011  Yahoo!/Ipsos Mobile Modes Study Base: U.S. Mobile Internet Users Aged 13-54.
    Time
  • Mobile Behaviors
  • Mobile web use is used throughout the day
    Q3. Now thinking about your typical weekday and weekend, during what stages of your day, do you use the internet on your mobile device? Select all that apply for each.
    I use my mobile phone to online...
    Source: 2011  Yahoo!/Ipsos Mobile Modes Study. Base: U.S. Mobile Internet Users Aged 13-54.
  • 4X
    growth inpenetration
    2X
    growth inpenetration
  • Impact on Device Usage - Tablets
    Impact of New Tablet Purchase on Use of Other Devices
    Connected Device Owners (n=11,955)
    New Tablet Purchasers who also own a: eReader (n=348), Media Player (n=531), Smartphone (n=625) Netbook (277), Desktop (n=805), Laptop (n=792), Gaming Console (n=558), Portable Gaming Console (n=340), GPS (n=673), Internet-toTV (n=286), Internet Connected TV (255)
  • Types of Apps Downloaded
    Types of Apps Downloaded on Tablet or Smartphone
    Tablet and Smartphone Downloaders (n=5,562)
    Q73: Please indicate if you have downloaded the following types of apps, whether paid or free, on any of your connected devices.
  • Mobile Ads Are More Impactful Than Online Display Ads
    Mobile Advertising vs. Online Display Ads
    (change in exposed vs. control groups)
    105
    Source: Dynamic Logic MarketNorms for Online and AdIndex for Mobile Norms , Q1/2011
  • It is Easy to Interact with Consumers with Mobile Canvas.
    Transparent Overlay
    Online Extension to Mobile
    Click to Call
  • Mobile Trends 2010 Forecast
    Forrester Mobile Trends 2010
  • Social
    What is Social Media
    Connecting, reconnecting and staying updated
    1 person shares with 50, that 50 share with 25 of their friends can reach up to 30,000
    Pros
    1 on 1 conversation with consumers
    Ability for viral pass along and friend recommendation
    Declared interests showcase more precise targeting (political views, religious views and other personal information)
    Relationship/CRM marketing
    Extends conversation/reach from other media and ads
    High engagement and time spent
    Cons
    Unauthentic messages are easier to detect
    Knowing what to measure
    Is it marketing or advertising
    Privacy and privacy controls pertaining to location
    eMarketer: Social Media Marketing by the Numbers: Key Stats, Trends and Indicators Feb 2010
  • US Social Network Ad Spending On the Rise
  • 73%
    of US companies who are “using” social media for marketing in 2010
    Source: eMarketer
    *Digital Brand Expressions, 2010; **Using, or “Planning to Use”
  • Social media will rival email marketingfor budget increases
  • How Companies Use Social
  • Social Media Site Audience & Time Spent
    Source: ComScore Key Measures, Social May 2011
  • 40% of Online U.S. Consumers Maintain an Online Profile
    Source: Forrester, September 2010
  • DVR Usage Continues to Increase
    50%
    of Mobile Internet Users in 2010
    are mobile social network
    users (39 Million)
    Source: emarketer December 2010
    116
  • Facebook
    Facebook reaches 698MM users worldwide
    Social advocacy at scale
    Research re: paid vs. earned media
    Programs include Brand Awareness through engaging landing pages and acquisition and engagement through CRM marketing techniques
    Source: ComScore April 2011
  • Case Study: Discovery
    • As of April 2011, Discovery had 31 million “likes” across all its pages, adding 500,000 a week.
    • “MythBusters” is Discovery’s largest page, with 3.9 million “likes,” up from 808,000 in July 2010.
    • Facebook chat with Buddy Valastro from “Cake Boss” had over 5,000 comments in 60 minutes.
    • Nearly 75 Facebook pages for its networks and TV shows.
    • Postsinclude video clips, chats with show talent, news articles and cross-page promotions.
  • MySpace
    • mySpacereach 36% of internet users with over 35MM Uniques a month
    • 48% drop in uniques a year (73% drop in homepage uniques)
    • Platform for discovery and self expression,
    • Dominant in Music space
    • Branded music programs and homepage creative executions are popular product
  • Paid Vs. Earned Media Vs. Owned
    Earned Media
    Paid Ads
    Social Ads
    Understanding the Value of a Social Media Impression APRIL 2010
  • YouTube
    • #1 Video Site with over 118MM Unique Users a month and 28MM daily
    • Time spent per user very high (over 14 Min per user)
    • Branded Channels and Homepage Takeovers product staples
    • Youtube also getting into Branded Content advertising initiatives
    • All videos are social and sharable
    Source: ComScore Key Measures, May 2011
  • Twitter
    • 27MM unique Users a Month
    • eMarketer estimates just 11% of internet users will access a Twitter account at least monthly this year.
    • Key Twitter tactics: PR outreach, promotions, driving traffic to other sites
    Sources: ComScore May 2011, eMarketer
  • Social Trends
  • Online Deal Revolution
  • Location Based Advertising
  • Newspaper/Magazine Publisher Sites
    Source: Comscore June 2010
  • TV Sites Category
    yahoo.com
    Total Unique Visitors (000)
    13.4
    7.7
    6.4
    6.2
    5.8
    5.1
    CBS Entertainment
    4.8
    3.7
    National
    Geographic
    3.5
    NBC Network
    2.9
    Discovery
    Yahoo!
    Fox
    ABC TV
    ABC Fam
    Bravo
    Spike
    BET
    Source: Comscore Media Metrix June 2010
  • TV Videos Viewers Growing
    524,000 Unique Viewers
    1.2MM Unique Viewers
    Source: comScore June 2010
    1.3MM Unique Viewers
    5MM Unique Viewers
    502,000 Unique Viewers
  • Questions?
  • SECTION 3
    TechnologyToolsTacticsReference
  • Technology & Tools
  • What is Rich Media? Creative Technology
    Rich Media is online advertising enhanced by motion, sound, video, or some interactive element
    The comparison can be made between a standard GIF/JPEG banner which can contain simple animation and a banner that streams a TV commercial
    With rich media, online ads approach television in terms of dynamism: they float above content, animate, integrate video and audio. They also go beyond television to include interactive elements like:
    Pull-downs for more information, micro-site in-the-banner
    Branded games and immersive activities
    Polls and Quizzes
    Downloadable Icons, Screensavers, Ring Tones, Documents, and more
    E-commerce functionality inside the ad unit
    Data Collection/Email Registration
    Viral Marketing – Send to a Friend
    Source: DoubleClick Whitepaper
  • Anatomy of a Rich Media Ad
    GAMING
    Banner automatically displays on publisher site (1 impression)
    Upon rollover, panel expands (1 interaction)
    Panels can contain any combination of rich media features
    User can click-through to site to continue experience (1 click-through)
    STANDARD VIDEO
    PRICE COMPARISON
    INTERACTIVE VIDEO
    PHOTO GALLERY
    Website
    Banner
    Panel
    Click on image in slide show mode to view demo
  • Images GIF/JPG (static image, ability to click only)
    Standard Flash (limited animation, ability to click only)
    Rich Media (increased animation, additional panel for content, endless amount of metrics)
    Click on image in slide show mode to view demo
    Seeing is Believing
  • It’s Only Getting Richer
    Online Ad spending will continue to grow through 2013 as users consumer more digital content and platforms become more widely accepted
    Rich formats and Video are increasing at a much higher rate than Standard and Flash formats while Classifieds, Sponsorships and Email marketing are declining
  • Measuring Beyond the Click
    Impression
    Click
    Rich Media Branding
    Metrics
    Typical online ad metrics
    Much More Than Impression and Click!
    • Interaction Rate: how many people rolled over/viewed your ad
    • Action & Activity Rates: what did users do within your ad
    • Avg. Brand Time: how much time did users spend interacting with your ad
    • Avg. Panel Display: How long were panels expanded
    • Click-Through: how many clicked to on the ad to go to your website
    • Video Completion Rates: how many watched your video 25%, 50%, 75% or 100% of the way through
    • And more!
  • Typical Online Ad Metrics
    • Impressions: how many people viewed the ad
    • Click-Through: how many clicked on the ad to go the website
    How Can Engagement Be Measured?
    Rich Media Engagement Metrics
    • Interaction Rate: how many people rolled over/viewed the ad
    • Action & Activity Rates: what did users did within the ad
    • Avg. Brand Time: how much time did users spend interacting
    • Avg. Panel Display: how long were panels expanded
    • Click-Through: how many clicked on the ad to go to the website
    • Video Completion Rates: 25%, 50%, 75% or 100%
    • And 150 other metrics!
  • Engagement in Action
    Create a virtual 2010 Mustang from over 18 categories of customization.
  • Rich Media Technology Providers
    There are many Rich Media technology Providers; the most widely used are:
  • Research: Tools Used in Online Marketing
  • Research: Tools Used in Online Marketing (Continued)
  • What Do Media Planners Look For?
    The Big
    Idea
    Cheap CPMs
    Research
    High SOV
    Targeting
    Multi-Platform
    Media Stunts
    Rich Media/
    Creative Canvas
    Offline/
    Media
    Extensions
    ROI Reporting
  • Online Extensions
  • What are planners
    Looking for in
    ROI?
  • Resources: Media Industry Sites and Blogs
    Industry Publications
    Blogs
  • Resources: Media Companies & Social
  • Resources, Organizations, Clubs and Groups
  • Continued Education
    Public and Private Training
    Course Outlines
    Contact Leslie Laredo leslie@laredogroup.com
  • Questions?
  • Credits and Sources
    Many thanks to research services whose sources are listed on each page and individuals for research, info and screenshots:
    Yahoo!
    Laredo Group
    Wikipedia
    imediaconnection
    DoubleClick
    emarketer
    IAB
    Insight Express
    Hitwise
    iMedia
    Google
    ComScore
    SRI/Knowledge Networks
    Dynamic Logic
    Adspender
    Omniture
    Jupiter Research
    Forrester
    TNS
    Nielsen NetRatings
  • History of Online Advertising
  • Internet History Trivia
    Question:
    Who ran the first ad online?When was the first ad online?
  • The First Banner Ad (1994)
    AT&T 468x60 Banner
    Ran on HotWired Site now known as Wired
  • History of Display Advertising
  • History