Vilnus 090610

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Timo Ronkainen's presentation at TradeDoubler LT's client event in June 2010.

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Vilnus 090610

  1. 1. International Trends in Digital Marketing and what it means to You Timo Ronkainen, June 9 2010
  2. 2. What I will talk about in the next 60 minutes
  3. 3. What just happened Mobile and video as an Advertising Medium Results are CMO’s best friends There is no Digital without Data A few Campaign Examples
  4. 4. WARNING! NEXT: STATISTIC, A LOT OF STATISTICS
  5. 5. The TV used to be THE tribal camp fire… Changes in consumers behaviour
  6. 6. …but now it’s just another light source.
  7. 7. Media choices used to be limited…
  8. 8. b Media today is an exotic buffet…
  9. 9. State of the Internet – 5 Countries = 48% of Internet Users
  10. 10. We all know digital is the future Internet spend surpasses TV in the UK
  11. 11. Spend is shifting to digital media
  12. 12. The population of online shoppers and buyers in the region is rising steadily. Ecommerce still lead by Western Europe Online travel sales are also set to rise. Sales will total $92.5 billion in 2010, a 4.6% annual increase. Together, online retail and online travel will equal $244.6 billion in 2010 and grow at a 9% compound annual rate from 2009 to 2014.
  13. 13. USA Online Penetration = 4-6% and Rising
  14. 14. Online retailers may gain incremental revenue by appealing to buyers in the smaller European markets.
  15. 15. M-Commerce is raising – and fast
  16. 16. Performance-based media buying model keeps growing
  17. 17. Video’s shining future
  18. 18. Video Advertising is the Fastest Growing Ad Format Online The search market will be up 15.7% year over year to almost $12.4 billion, while spending on banner ads will increase 8.2%. Video will again post the highest growth rate, rising 48.1% to $1.5 billion.
  19. 19. Mobile Users > Desktop Internet Users Within 5 Years
  20. 20. Where’s the money 1. Ad Networks 2. Text Messaging Ads 3. Search 4. Direct Sold Display  Ads sold by publishers and content providers
  21. 21. The Subway: Driving Sales & Store traffic with the App Source: WPP
  22. 22. Source: WPP
  23. 23. Source: WPP
  24. 24. Data for better results • Contextually relevant ad placements (typical ad placements based on content that matches advertisers with areas of interest) • Behavioral targeting (ad networks track consumers that indicate an interest in a topic on one site and begin advertising to them about that topic on subsequent sites) • Re-targeting (people that visit your website are tagged and then shown ads on other websites after leaving your site) • Rich-media (transactions and data gathering are built directly into the ad unit) • Sponsorships (gaining tighter ties with relevant content) • Affiliations (ad serving networks that deliver click-throughs to your site)
  25. 25. By 2014 almost 20% of display advertising will use behavioral targeting
  26. 26. A combination of online advertising channels maximizes offline sales
  27. 27. ROI Online – understand the customer journey Display PPC SEO Email
  28. 28. Social marketing spending to become the third largest form of online marketing after search and display advertising by 2014. Forrester Research

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