Wolfgang Essentials 2016 - Migrating Offline Budget Online
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On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Brendan discussed offline and online budgets during part two of the event. These are his slides.
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Wolfgang Essentials 2016 - Migrating Offline Budget Online
- 1. Don’t worrywe’llsort yer titleslide out
- 3. Total Digital Spend in Ireland for 2015. €340 million
- 5. Is that a big deal?
- 8. MediaConsumption Source: Digital Day Diary 20%
- 9. Hands up if…
- 14. Find a sustainable & effective strategy for communicating Tesco trade offers online …..with 30% of the typical monthly press budget.
- 18. Facebook ~ 1.6 Million Daily
- 22. Facebook
- 23. Taboola
- 24. YouTube
- 26. Results- Reach Channel Reach Cost / Reach Press 298,480 €0.15 Facebook 843,990 €0.01 YouTube 220,921 €0.009
- 27. • Incrementally more reach • Encourages advocacy • Builds trust Results– Dark Social
- 29. What does 30% of monthly pressspend getyou?
- 30. Takeaways 1. You’re spending too much on press. 1. Understand how your customer consumes media to help guide marketing channel selection. 2. If reach is a KPI, Facebook will win and will be cheaper. 3. Use digital to help you build a multi-channel approach.
Editor's Notes
- Across Europe, growth of digital ad spend averaged at 13.1pc. However, Ireland topped the poll with a 29pc surge in digital ad spend. This is more than double the European average of 13% growth - See more at: http://www.wolfgangdigital.com/blog/ireland-digital-marketers-euro-2016#sthash.UB4AZ7pE.dpuf Is there another version of this graph
- Total digital spending reached an estimated €340 million in 2015
- This represent 41% (combining IAB digital figures with Core Media market figures). Globally it’s 30%.
- Emarketer. We’re about 4 years behind the UK. They were at 41% back in 2012
- This represent 41% (combining IAB digital figures with Core Media market figures). Globally it’s 30%. What can we do to stimulate further growth in digital advertising spend
- Harder sell to the boss to get more budget So maybe it has to come from somewhere else
- 2014 http://stakeholders.ofcom.org.uk/binaries/research/cross-media/2014/Digital_Day_2014_Overview_of_Findings.pdf 1% of our time is spent on press Look at 2012 media scope report for consumption of digital media
- Who picked up a newspaper
- Claims a ROAS of 39 1 in 4 of all sales driven by media are driven by print advertising
- Claims a ROAS of 39 1 in 4 of all sales driven by media are driven by print advertising
- Paid over 70 million. One of the biggest pay packets in the coporoate world
- Admitted that they were uncomfortable with the proportion of ad spend going on press They were brave enough to do something about it
- Give the Facebook reach figure here
- Show creatives
- Our creative approach to building this journey was going to be particularly important, especially for metrics beyond reach. For example, we were conscious that we didn’t want to negatively impact engagement rate on Facebook.
- Need to build a universal list that can be segmented.
- Emarketer. We’re about 4 years behind the UK. They were at 41% back in 2012
- When is the last time you cut out a press ad and gave it to your friend?
- Targeting dog owners, dog training, people who like particular dog breeds 77% uplift in store vs the previous when the sale was also on?
- Emarketer. We’re about 4 years behind the UK. They were at 41% back in 2012