2. #atlantaima
www.atlantaima.org
January
22,
2015
AiMA
Search
Marke2ng
SIG
Event
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
What
will
“Sponsorship”
look
like
for
2015?
Or
“Na;ve
Adver;sing”?
Will
paid
adver;sing
in
social
media
grow
or
decrease
against
search
engine
and
website
ads?
Will
Yahoo!
and
all
of
its
purchased
ad
plaForms
make
a
dent
this
year?
Should
I
be
looking
into
programma;c
buys?
And
what
about
video…
If
these
are
the
ques;ons
rolling
around
in
your
head,
this
is
the
event
for
you.
Any
such
ques;ons
are
on
the
table
for
our
experts
to
address.
And
if
these
ques;ons
aren’t
top-‐of-‐mind
for
you,
they
will
be
firm
with
answers
by
the
end
of
our
esteemed
panel
discussion!
You
want
to
know
this
good
stuff
for
your
marke5ng
plans!
3. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
Moderator:
Jake
Aull
-‐
Professor
of
Social
Media
Marke5ng/SEO,
GSU;
Head
Honcho,
ZenFires
Digital
Marke5ng;
Author,
WordPress
SEO
Success;
Chair
of
AiMA
Search
Marke5ng
SIG
Panelists:
Carey
Hardy
-‐
Interac5ve
Marke5ng
Manager,
IHG
Jennifer
Vickery-‐
Director,
Paid
Media,
Nebo
Agency
Rob
Wellon
-‐
Director,
Digital
Performance,
Tank
4. #atlantaima
www.atlantaima.org
Moderator:
Jake
Aull
Jake
Aull
wrote
and
started
teaching
Georgia
State
University's
first
course
in
Social
Media
Marke;ng
in
2010/2011,
which
he
con;nues
to
this
day.
He
has
also
wrien
books
for
Pearson-‐Pren;ce
Hall,
including
WordPress
SEO
Success
(currently
in
Barnes
and
Noble
bookstores)
and
the
Instructors’
Manual
to
Pearson’s
first
Social
Media
Marke;ng
text
book.
He
has
been
a
leader
and
speaker
in
social
media
marke;ng
and
SEO
in
the
southeast.
Jake
is
Head
Honcho
of
ZenFires
Digital
Marke;ng
in
Atlanta,
GA,
providing
Search
Marke;ng
services
and
consul;ng
to
various
clients
and
companies
across
the
U.S.
Jake
has
also
been
published
and
cited
in
publica;ons
such
as
Atlanta
Business
Chronicle
and
OZ
Magazine
and
is
Chair
for
Atlanta
Interac;ve
Marke;ng
Associa;on
Search
Marke;ng
SIG
2015.
Jake
Aull
Head
Honcho,
ZenFires
|
@jakeaull
zenfires.com
|
slideshare.net/jakeaull
5. #atlantaima
www.atlantaima.org
Panelist:
Carey
Hardy
Carey
Hardy
is
an
Interac;ve
Marke;ng
Manager
with
IHG,
helping
to
develop
and
lead
paid
search
strategy
promo;ng
IHG
hotels
globally.
She
has
experience
in
the
retail
and
travel
ver;cals
across
all
online
marke;ng
channels,
with
a
proven
track
record
in
SEM,
marke;ng
analysis
and
online
brand
management.
Her
tenure
on
both
the
agency-‐
and
client-‐side
brings
a
unique
perspec;ve
to
her
work.
Aier
school
and
work
took
her
up
and
down
the
East
Coast,
Carey
returned
to
her
na;ve
Atlanta
to
earn
an
MBA
in
Marke;ng
from
Georgia
State
University.
She
loves
to
travel,
enjoys
new
restaurants,
and
tries
to
be
outside
as
much
as
possible.
Carey
Hardy
Interac5ve
Marke5ng
Manager
IHG
6. #atlantaima
www.atlantaima.org
Panelist:
Jenn
Vickery
As
Director
of
Paid
Media
at
Nebo,
Jenn
Vickery
leads
strategic
planning,
development,
and
execu5on
of
Paid
Media
campaigns
including
Paid
Search,
Display,
Paid
Social,
Retarge5ng,
and
Media
Planning
&
Buying.
She
drives
the
Paid
Media
team
to
help
clients
realize
the
full
poten5al
of
Paid
Media
by
crea5ng
fully
integrated
campaigns
that
engage
users
throughout
the
buyer
journey.
Jenn
is
a
graduate
of
Georgia
Tech,
with
a
B.S.
in
Management
and
cer5ficates
in
both
Supply
Chain
Management
and
Marke5ng.
She
is
an
ac5ve
member
of
the
digital
adver5sing
community,
currently
serving
as
the
President
of
SEMPO
Atlanta
(previously
the
Partnerships
Chair),
and
has
previously
been
involved
with
the
Programming
Commiee
at
Ad
Club
Atlanta
and
Communica5ons
Commiee
at
AMA
Atlanta.
In
2013
she
was
recognized
as
the
Up
and
Coming
Marketer
of
the
Year
at
the
Tech
Marke5ng
Awards.
Jenn
Vickery,
Director,
Paid
Media
Nebo
Agency
7. #atlantaima
www.atlantaima.org
Panelist:
Rob
Wellon
Rob
Wellon
is
an
Interac;ve
Marke;ng
Professional
with
proven
SEM,
Display,
Analy;cs
and
Integrated
Marke;ng
Planning.
He
has
designed
integrated
interac;ve
marke;ng
plans
using
a
variety
of
online
applica;ons;
PPC,
Display,
SEO,
email,
and
social
media.
Rob
con;nually
enjoys
leading
teams
through
planning
and
implementa;on
of
digital
media
strategy.
He
is
also
focused
on
lead
genera;on
and
direct
response
marke;ng.
Rob
Wellon
Director,
Digital
Performance
Marke5ng
Tank
www.tankdesign.com
9. #atlantaima
www.atlantaima.org
As
shown
in
the
Interac;ve
Adver;sing
Bureau
(IAB)
report,
search
engine
ads
accounted
for
$9.1
billion,
or
39
percent,
of
the
total
Internet
adver;sing
revenue
for
first
half
of
year
2014.
If
you
include
mobile-‐related
search
engine
revenue,
search
ads
totaled
$11.8
billion.
Note:
For
more
on
this
see:
hp://searchengineland.com/5-‐incredibly-‐prac;cal-‐reasons-‐ppc-‐2015-‐211611.
Or,
the
full
report
from
IAB
on
half-‐year
paid
search
for
2014
can
be
found
here
hp://www.iab.net/media/file/IAB_Internet_Adver;sing_Revenue_Report_HY_2014_PDF.pdf
10. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• How
best
to
plan
and
divide
budget
alloca;on
amongst
search
engines?
• How
about
budget-‐planning
for
other
digital
channels?
• In
2015
how
might
we
expect
to
see
the
common
digital
ad
spend
in
marke;ng
mix
versus
other
media?
11. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• What
will
be
the
role
of
mobile?
Integrated
mix
or
separate
spend
alloca;ons?
• And
what
about
video…
12. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• With
the
ongoing
growth
of
digital
media,
usage,
data
and
consumer-‐targeted
“personalized
experiences,”
how
can
marketers
use
these
best?
– As
more
and
more
granular
data
is
made
available
to
marketers,
the
more
personalized
ad
experiences
we
we'll
start
to
see.
The
emergence
of
wearables,
for
example,
holds
immense
opportunity
for
marketers
as
they
monitor
and
record
almost
all
aspects
of
a
person's
day
from
what
they
eat,
to
where
they
go,
to
what
5me
they
get
to
and
from
work.
With
this
data,
we
can
create
a
very
tailored,
5me
and
geo-‐sensi5ve
ad
experience.
• How
does
all
of
this
affect
the
“Purchase
Funnel?”
– The
old
funnel
model
is
obsolete.
People
don't
always
follow
a
linear
path
to
a
decision.
Many
5mes
they
enter
and
exit
at
varying
stages
of
the
buyer
journey,
and
not
always
sequen5ally.
We're
going
to
have
to
step
up
our
game
if
we're
going
to
make
an
impact
because
people
simply
expect
more.
Aen5on
spans
are
short,
and
instant
gra5fica5on
is
expected.
Exci5ng
5mes!
13. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• For
adver;sing,
how
do
we
expect
the
pies
to
be
distributed
differently,
in
Google
vs.
Bing,
Facebook
vs.
other?
• Focus
on,
and
%
of
spend
on,
PPC
vs.
display?
15. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• Thoughts
from
mobile
to
wearables
and
applica;on
to
adver;sing
• What
will
“Sponsorship”
look
like
for
2015?
Or
“Na;ve
Adver;sing”?
• Pretarge;ng
meets
Big
Data
meets
Hypersegmenta;on?
16. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• Should
I
be
looking
into
programma;c
buys?
• How
reliable
is
the
growth
and
buzz
of
programma;c?
We'll
con5nue
to
see
the
rise
of
programma5c
buying
pladorms
as
a
solu5on
to
harnessing
the
power
of
"big
data".
17. #atlantaima
www.atlantaima.org
Predic/ons
for
Paid:
Search
Engine
Adver/sing
in
2015
• Will
paid
adver;sing
in
social
media
grow
or
decrease
against
search
engine
and
website
ads?
• Will
Yahoo!
and
all
of
its
purchased
ad
plaForms
make
a
dent
this
year?
18. #atlantaima
www.atlantaima.org
Addi2onal
Reading
• Top
5
Trends
in
Digital
Media
for
2015
-‐
Say
Daily
saydaily.com
• Top
Trends
Predicted
For
Digital
Adver;sing
In
2015
12/01/2014
mediapost.com
• 3
Massive
Ad
Trends
You
Won’t
Ignore
in
2015
|
Inc.com
inc.com
• hp://www.pinterest.com/pingroupboards/social-‐media-‐
infographics/
I think we'll continue to see the rise of programmatic buying platforms as a solution to harnessing the power of "big data".
As more and more granular data is made available to marketers, the more personalized ad experiences we we'll start to see. The emergence of wearables, for example, holds immense opportunity for marketers as they monitor and record almost all aspects of a person's day from what they eat, to where they go, to what time they get to and from work. With this data, we can create a very tailored, time and geo-sensitive ad experience.
The old funnel model is obsolete. People don't always follow a linear path to a decision. Many times they enter and exit at varying stages of the buyer journey, and not always sequentially. We're going to have to step up our game if we're going to make an impact because people simply expect more. Attention spans are short, and instant gratification is expected. Exciting times!
