Online Advertising              © 2012 TBG Digital
Online Advertising: Global Spend@KarlHavard   © 2012 TBG Digital       Comscoredatamine.com & eMarketer.com
Online Advertising: Where’s the Spend Going?                                     US       2011     2012      2013     2014...
Online Advertising: Different Types@KarlHavard   © 2012 TBG Digital     Comscoredatamine.com & eMarketer.com
Taking Statistics Out of Context@KarlHavard   © 2012 TBG Digital
Clicking@KarlHavard   © 2012 TBG Digital   http://prestigemarketing.ca/
Determining the ReasonsConsider this: Because theydon’t click, does that meanto say the ad’ didn’t work?@KarlHavard       ...
Did they even see it?              Maybe not!@KarlHavard                © 2012 TBG Digital
Basketball video              http://www.youtube.com/watch?v=Ahg6qcgoay4@KarlHavard                    © 2012 TBG Digital
The First Banner Ad                          25th October 1994 for AT&T, served on hotwired.com                           ...
Catching the eye: These images aren’t moving@KarlHavard         © 2012 TBG Digital
Catching the eye: These images aren’t moving@KarlHavard         © 2012 TBG Digital
Evolution or Intrusion?@KarlHavard   © 2012 TBG Digital
So, what do we actually see?@KarlHavard   © 2012 TBG Digital
This plays out on social platforms@KarlHavard   © 2012 TBG Digital
An Interesting Thing                  “The colour blue, attracts more                  click-throughs than any other      ...
An Interesting Thing                  “The colour blue, attracts more                  click-throughs than any other      ...
Behaviour• People develop habits    •   We’ve seen “banner blindness”    •   The colour blue    •   So…it makes sense to b...
Ad’s & Sponsored Stories in Newsfeeds3X ROI+140% in people talking about this@KarlHavard           © 2012 TBG Digital     ...
Twitter              “CTR” is to be replaced by “TTR”@KarlHavard                 © 2012 TBG Digital
What’s the latest?                  http://blippar.com/@KarlHavard   © 2012 TBG Digital
What next?              http://www.youtube.com/watch?v=JV6JLcjVJiA@KarlHavard                       © 2012 TBG Digital
Key Elements@KarlHavard   © 2012 TBG Digital
Final Thought@KarlHavard   © 2012 TBG Digital
Thank You     Karl Havard     Strategy Director     TBG Digital     tbgdigital.com                                   550 B...
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Online Advertising: Breaking through the subconscious spam filters, #EdgeLondon 21st June 2012

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Please find the "Online Advertising: Breaking through the subconscious spam filters" given at The One The Edge Marketing conference, at the Congress Centre, London on 21st June 2012. #EdgeLondon

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  • There’s the influencer and the influencee and inbetween is the magical power of influence
  • There’s the influencer and the influencee and inbetween is the magical power of influence
  • There’s the influencer and the influencee and inbetween is the magical power of influence
  • Everyone saw this one!!!
  • FMCG so designed for brand recall rather than sales.
  • No coincidence about the colour of share buttons then? But….have we all been trained?
  • No coincidence about the colour of share buttons then? But….have we all been trained?
  • Action base serving
  • Online Advertising: Breaking through the subconscious spam filters, #EdgeLondon 21st June 2012

    1. 1. Online Advertising © 2012 TBG Digital
    2. 2. Online Advertising: Global Spend@KarlHavard © 2012 TBG Digital Comscoredatamine.com & eMarketer.com
    3. 3. Online Advertising: Where’s the Spend Going? US 2011 2012 2013 2014 2015 Ad Spend 32.0 39.5 46.5 52.8 57.5 Social Ad 1.59 2.11 2.76 3.45 4.21 Spend % Mix 4.97% 5.34% 5.94% 6.53% 7.32%@KarlHavard © 2012 TBG Digital Comscoredatamine.com & eMarketer.com
    4. 4. Online Advertising: Different Types@KarlHavard © 2012 TBG Digital Comscoredatamine.com & eMarketer.com
    5. 5. Taking Statistics Out of Context@KarlHavard © 2012 TBG Digital
    6. 6. Clicking@KarlHavard © 2012 TBG Digital http://prestigemarketing.ca/
    7. 7. Determining the ReasonsConsider this: Because theydon’t click, does that meanto say the ad’ didn’t work?@KarlHavard © 2012 TBG Digital http://prestigemarketing.ca/
    8. 8. Did they even see it? Maybe not!@KarlHavard © 2012 TBG Digital
    9. 9. Basketball video http://www.youtube.com/watch?v=Ahg6qcgoay4@KarlHavard © 2012 TBG Digital
    10. 10. The First Banner Ad 25th October 1994 for AT&T, served on hotwired.com Achieved a CTR of…. 78% “Over Time, All Marketing Strategies Result In Crappy Click-through Rates” Andrew Chen, Business Insider@KarlHavard © 2012 TBG Digital
    11. 11. Catching the eye: These images aren’t moving@KarlHavard © 2012 TBG Digital
    12. 12. Catching the eye: These images aren’t moving@KarlHavard © 2012 TBG Digital
    13. 13. Evolution or Intrusion?@KarlHavard © 2012 TBG Digital
    14. 14. So, what do we actually see?@KarlHavard © 2012 TBG Digital
    15. 15. This plays out on social platforms@KarlHavard © 2012 TBG Digital
    16. 16. An Interesting Thing “The colour blue, attracts more click-throughs than any other colour….by a long way.” No one from a search engine company said this at an event in London in January 2012@KarlHavard © 2012 TBG Digital
    17. 17. An Interesting Thing “The colour blue, attracts more click-throughs than any other colour….by a long way.” No one from a search engine company said this at an event in London in January 2012@KarlHavard © 2012 TBG Digital
    18. 18. Behaviour• People develop habits • We’ve seen “banner blindness” • The colour blue • So…it makes sense to be “present” where people look and click • As well as be there at the “right time” • Has anyone every gone from an iPhone to a Blackberry?• Habits change over time • Driven by platform usage• Advertisers need to monitor these and be agile• What do people do when they have some time on their hands? 80% 50%@KarlHavard © 2012 TBG Digital
    19. 19. Ad’s & Sponsored Stories in Newsfeeds3X ROI+140% in people talking about this@KarlHavard © 2012 TBG Digital Comscore & Nielsen
    20. 20. Twitter “CTR” is to be replaced by “TTR”@KarlHavard © 2012 TBG Digital
    21. 21. What’s the latest? http://blippar.com/@KarlHavard © 2012 TBG Digital
    22. 22. What next? http://www.youtube.com/watch?v=JV6JLcjVJiA@KarlHavard © 2012 TBG Digital
    23. 23. Key Elements@KarlHavard © 2012 TBG Digital
    24. 24. Final Thought@KarlHavard © 2012 TBG Digital
    25. 25. Thank You Karl Havard Strategy Director TBG Digital tbgdigital.com 550 BILLION impressions delivered : http://twitter.com/karlhavardector : http://uk.linkedin.com/in/karlhavardom 10 MILLION 180 MILLION : http://gplus.to/karlhavardapps installed clicks delivered : http://twitter.com/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard @KarlHavard © 2012 TBG Digital

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