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HAS THE NEEDLE SWUNG
TOO FAR?
The perils of putting all your eggs in a digital marketing basket
THE DIGITAL SEDUCTION
• We’ve all been seduced by digital right?
• Faster
• Cheaper
• Infinitely Measurable
• And our lead...
BUT ARE WE PAYING ENOUGH
ATTENTION?
Fraud long has been known to be one of the most troublesome
issues on the Internet, wi...
36% OF TRAFFIC IS NON-HUMAN
The Good News
- Non-Human Traffic
(NHT) is generally
low on premium
publisher sites.
- Global ...
MORE THAN HALF OF DIGITAL ADS
WORLDWIDE STILL DON’T HAVE THE
OPPORTUNITY TO BE SEEN
Robots, ad fraud and ads
below the fol...
TOP TIPS FOR AVOIDING
NON-HUMAN TRAFFIC
• Discuss viewability targets (cost-per-viewable
impression) rather than just impr...
THE SCARY FACTS ABOUT AD
BLOCKING
Source: AD BLOCKERS: A CHANGE IN POWER IN THE DIGITAL ADVERTISING ECOSYSTEM? – First Dig...
YOUNG MALES ARE MOST LIKELY TO
USE AD BLOCKERS
Source: Signal.co
MOBILE AD BLOCKING ROSE 90%
LAST YEAR
• 1 in 5 smartphone users are
now using ad blocking software
(420 million people wor...
“Ad blocking could be viewed
as a ‘call to creativity’ for the digital
industry”
- Julie Cupitt, Manager, Deloitte Digital
WHAT’S DRIVING THIS GROWTH IN
AD BLOCKING?
DOES TRADITIONAL MEDIA STILL HAVE A
ROLE TO PLAY?
CONSIDER THE GROWING 45+
AUDIENCE IN NZ
News media
is a key
influencer for
planning &
informing
purchase
decisions for
the...
PRINT NEWSPAPERS INFLUENCE
PURCHASE DECISIONS
SNACKING VS INDULGING
THE NEWSPAPER PLAYS A VERY
IMPORTANT ROLE IN RELAXATION
REGIONAL KIWIS ARE MORE LIKELY TO
BE INFLUENCED BY NEWSPAPERS
65%
69% 73%
68%
44% 43% 47%
37%
27% 26% 28% 24%
0%
20%
40%
6...
REGIONAL NEW ZEALANDERS IN
THEIR OWN WORDS
ADVERTISING - ANNOYING OR
USEFUL?
9% 10%
18%
26%
31%
54%
13%
26%
13% 14% 11%
22%
Magazines Newspapers NZ newspaper
website...
#MADEFROMREMAINS
DAY OF INFLUENCE RESULTS
“The results of this campaign
completely surpassed our
expectations, with smoke
alarm sales incre...
5 KEY TAKEAWAYS
KEY TAKEAWAY #1
Embrace digital advertising with your eyes wide open –
challenge your agencies and publishers on viewabili...
KEY TAKEAWAY #2
Scrutinise your analytics – seek assistance if necessary to
remove non-human traffic that could be skewing...
KEY TAKEAWAY #3
Remember to include traditional media in the mix –
particularly when you’re targeting the Over 45s and
Reg...
KEY TAKEAWAY #4
Consider the occasion that your advertising is interrupting
– is your audience snacking or indulging - and...
KEY TAKEAWAY #5
Keep an eye on the ad-blocking issue and experiment with
branded content to ensure you’re reaching the eye...
THANK YOU 
Diane Hannay
Head of Marketing, News Works
newsworksnz.co.nz
nz.linkedin.com/in/dianehannay
@dianehannay
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Has the needle swung too far? The perils of putting all your eggs in a digital marketing basket.

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Marketers have been seduced by digital marketing. This presentation highlights facts about non-human traffic on the Internet and the rise of ad blocking and ad fraud. It also provides compelling information on why traditional media still has a role to play, particularly in regional areas and with the over 45 demographic.

Published in: Marketing
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Has the needle swung too far? The perils of putting all your eggs in a digital marketing basket.

  1. 1. HAS THE NEEDLE SWUNG TOO FAR? The perils of putting all your eggs in a digital marketing basket
  2. 2. THE DIGITAL SEDUCTION • We’ve all been seduced by digital right? • Faster • Cheaper • Infinitely Measurable • And our leadership teams have gradually followed suit • More budget moved to digital • Emergence of specialist digital marketing roles • Spend on Internet advertising is growing at 14% a year. And in 2016 global Internet advertising revenue will surpass TV advertising. … it’s the cool stuff! * Source: PwC’s Global Entertainment and Media Outlook 2016-2020.
  3. 3. BUT ARE WE PAYING ENOUGH ATTENTION? Fraud long has been known to be one of the most troublesome issues on the Internet, with digital advertising increasingly one of its prime victims. The Association of National Advertisers (ANA) in late 2015 estimated that marketers will waste as much as $7 billion globally in 2016, buying online advertisements that people do not see.
  4. 4. 36% OF TRAFFIC IS NON-HUMAN The Good News - Non-Human Traffic (NHT) is generally low on premium publisher sites. - Global real-time bidding exchanges have some of the worst rates of NHT.
  5. 5. MORE THAN HALF OF DIGITAL ADS WORLDWIDE STILL DON’T HAVE THE OPPORTUNITY TO BE SEEN Robots, ad fraud and ads below the fold all contribute to viewability rates of around a dismal 45%*. Source - What you need to know about ad viewability, cmo.com.au, 21 April 2016
  6. 6. TOP TIPS FOR AVOIDING NON-HUMAN TRAFFIC • Discuss viewability targets (cost-per-viewable impression) rather than just impressions with your media agency. • Pay careful attention to your Google Analytics • What location is your traffic coming from? • Who are your top 20 referral sites? • Get assistance to remove non-human traffic from your analytics. • Ensure your adwords and social settings are highly targeted to the audience you’re trying to reach.
  7. 7. THE SCARY FACTS ABOUT AD BLOCKING Source: AD BLOCKERS: A CHANGE IN POWER IN THE DIGITAL ADVERTISING ECOSYSTEM? – First Digital, October 2015 A recent report by Pagefair states that more than 200M people globally use ad blockers and they estimate the cost of ad blocking will be US $41.4B in 2016.
  8. 8. YOUNG MALES ARE MOST LIKELY TO USE AD BLOCKERS Source: Signal.co
  9. 9. MOBILE AD BLOCKING ROSE 90% LAST YEAR • 1 in 5 smartphone users are now using ad blocking software (420 million people worldwide). • They are especially popular in emerging markets like China (159M), India (122M), and Indonesia (38M). Source: theverge.com, May 2016
  10. 10. “Ad blocking could be viewed as a ‘call to creativity’ for the digital industry” - Julie Cupitt, Manager, Deloitte Digital
  11. 11. WHAT’S DRIVING THIS GROWTH IN AD BLOCKING?
  12. 12. DOES TRADITIONAL MEDIA STILL HAVE A ROLE TO PLAY?
  13. 13. CONSIDER THE GROWING 45+ AUDIENCE IN NZ News media is a key influencer for planning & informing purchase decisions for the Over 45s
  14. 14. PRINT NEWSPAPERS INFLUENCE PURCHASE DECISIONS
  15. 15. SNACKING VS INDULGING
  16. 16. THE NEWSPAPER PLAYS A VERY IMPORTANT ROLE IN RELAXATION
  17. 17. REGIONAL KIWIS ARE MORE LIKELY TO BE INFLUENCED BY NEWSPAPERS 65% 69% 73% 68% 44% 43% 47% 37% 27% 26% 28% 24% 0% 20% 40% 60% 80% 100% Talk about an ad Consider buying something Decide where to buy Actually buy from Newspapers Television Radio Source: Nielsen CMI Fused Q1 15 – Q4 15 Feb TV/Online. Base all people 25 – 69 living outside Auckland/Wellington/Christchurch
  18. 18. REGIONAL NEW ZEALANDERS IN THEIR OWN WORDS
  19. 19. ADVERTISING - ANNOYING OR USEFUL? 9% 10% 18% 26% 31% 54% 13% 26% 13% 14% 11% 22% Magazines Newspapers NZ newspaper websites or APPS Radio Social Media TV Annoying Useful Newspaper advertising is the most useful and less annoying. TV advertising is the most annoying and advertising through social media is the least useful for people living in the regions. Source: Nielsen, online survey, sample n= 876 Base: All People aged 25-69 years
  20. 20. #MADEFROMREMAINS
  21. 21. DAY OF INFLUENCE RESULTS “The results of this campaign completely surpassed our expectations, with smoke alarm sales increasing by a whopping 2900% in the week following the campaign. Every working smoke alarm saves lives so we’re delighted with the results and will continue to leverage the power of news media for future campaigns.” - Caroline Rosanowski, External Communications Manager, NZ Fire Service
  22. 22. 5 KEY TAKEAWAYS
  23. 23. KEY TAKEAWAY #1 Embrace digital advertising with your eyes wide open – challenge your agencies and publishers on viewability and what they’re doing to screen out non-human traffic.
  24. 24. KEY TAKEAWAY #2 Scrutinise your analytics – seek assistance if necessary to remove non-human traffic that could be skewing your results.
  25. 25. KEY TAKEAWAY #3 Remember to include traditional media in the mix – particularly when you’re targeting the Over 45s and Regional New Zealand (not everybody is like you).
  26. 26. KEY TAKEAWAY #4 Consider the occasion that your advertising is interrupting – is your audience snacking or indulging - and tailor your creative accordingly.
  27. 27. KEY TAKEAWAY #5 Keep an eye on the ad-blocking issue and experiment with branded content to ensure you’re reaching the eye balls you’re after.
  28. 28. THANK YOU  Diane Hannay Head of Marketing, News Works newsworksnz.co.nz nz.linkedin.com/in/dianehannay @dianehannay

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