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Digital Advertising Trends 
DIG Festival 2014 
Ian Farmer Strategic Planner 
© 2014 Zuni | All Rights Reserved | Confident...
Landscape 
Trends 
Takeaways 
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential 
Up 3 % 
Down 2 % 
Down 1 %
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
© 2014 Zuni | All Rights Reserved | Confidential
Landscape 
Trends 
Takeaways 
© 2014 Zuni | All Rights Reserved | Confidential
Trend 1. 
More Complex Customer Journey & touchpoints 
© 2014 Zuni | All Rights Reserved | Confidential
Emerging Social channels 
International Women’s Day .. Tinder users encouraged 
to update update their TINDER image to one...
SNAPCHAT : Don't let this be my #LastSelfie 
Inspired by the disappearing nature of content on Snapchat, this creative cam...
Trend 2. Mobile – integration not isolation 
© 2014 Zuni | All Rights Reserved | Confidential
TREND 3. Convergence of TV and Video 
Catch up TV 
Back channels for feedback 
© 2014 Zuni | All Rights Reserved | Confide...
Digital video offers increased level of targeting 
© 2014 Zuni | All Rights Reserved | Confidential
TREND 4. Disruption to Content Exchange 
© 2014 Zuni | All Rights Reserved | Confidential
Recommendation & discovery platforms 
© 2014 Zuni | All Rights Reserved | Confidential 
Where are your customers seeking 
...
Content or 
Ads? 
© 2014 Zuni | All Rights Reserved | Confidential
New Advertising content formats 
Ads on the right side of the last 
slide were all ads for Outbrain 
© 2014 Zuni | All Rig...
TREND 5. Brands becoming publishers 
Who would have thought that a biscuit could curate a unique 
view of the world? 
© 20...
Brands facilitating advice 
© 2014 Zuni | All Rights Reserved | Confidential
Cool technology to capture content & engage 
The #NZDronie campaign captured video footage of skiers from the air and allo...
TREND 6. Re-targeting & Real time bidding 
Focus on Customer (& their life time value) rather than transactions 
Integrate...
Real time bidding 
• Display Media Bid per impression / click 
• Allows buyers to find the optimal price for an ad 
to spe...
Real Time Ad Creation 
Nike & Google created this innovative #ArtCopyCode campaign to 
dynamically show pictures from game...
Trend 7. Smart alerts 
© 2014 Zuni | All Rights Reserved | Confidential
Smart alerts 
IF 
• Surf over 3 foot 
• My location within 10 km 
• No calendar appointments 
© 2014 Zuni | All Rights Res...
Insurance alerts 
© 2014 Zuni | All Rights Reserved | Confidential
Tracking dangers to trigger digital alerts 
Optus hoping to demonstrate innovation as well as social 
responsibility with ...
Dynamic digital display leveraging Data 
British Airways #LookUp billboards in Piccadily Circus dynamically triggered the ...
Weather activated Ads 
These ads were designed to only display when it’s raining, perfect for the HK 
Moonsoon season, esp...
TREND 9. Beacons & Near Field communications 
iBeacons and NFC are enabling personalised engagement, like this example fro...
Shopper identification 
© 2014 Zuni | All Rights Reserved | Confidential
Trend 10. Connected things 
Will deliver an unprecedented opportunity for engagement 
© 2014 Zuni | All Rights Reserved | ...
Connected Car 
© 2014 Zuni | All Rights Reserved | Confidential
Connected Self “Quantified Self” 
Technologies like TicTrac are providing tools 
to visualise data from multiple tracking ...
Connected Home 
Data is being used to save money on energy bills, which is perhaps why 
Google bought Nest 
© 2014 Zuni | ...
Landscape 
Trends 
Takeaways 
© 2014 Zuni | All Rights Reserved | Confidential
New ways to “Know Thy Customer” Emotion sensing 
Tracking emotion and then dynamically responding with content is just 
ge...
Track, Measure and Learn 
Where possible, include measurable calls to action, even in non digital media 
© 2014 Zuni | All...
Conclusion – Key Takeways 
• Hugely exciting time for digital media 
• Great opportunities for 
Personalisation, targeting...
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Digital advertising trends

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Overview of the changing landscape and major trends impacting online advertising, including Case Studies examples to bring to life some of the exciting new opportunities.

Published in: Marketing

Digital advertising trends

  1. 1. Digital Advertising Trends DIG Festival 2014 Ian Farmer Strategic Planner © 2014 Zuni | All Rights Reserved | Confidential
  2. 2. Landscape Trends Takeaways © 2014 Zuni | All Rights Reserved | Confidential
  3. 3. © 2014 Zuni | All Rights Reserved | Confidential
  4. 4. © 2014 Zuni | All Rights Reserved | Confidential
  5. 5. © 2014 Zuni | All Rights Reserved | Confidential Up 3 % Down 2 % Down 1 %
  6. 6. © 2014 Zuni | All Rights Reserved | Confidential
  7. 7. © 2014 Zuni | All Rights Reserved | Confidential
  8. 8. © 2014 Zuni | All Rights Reserved | Confidential
  9. 9. © 2014 Zuni | All Rights Reserved | Confidential
  10. 10. © 2014 Zuni | All Rights Reserved | Confidential
  11. 11. © 2014 Zuni | All Rights Reserved | Confidential
  12. 12. Landscape Trends Takeaways © 2014 Zuni | All Rights Reserved | Confidential
  13. 13. Trend 1. More Complex Customer Journey & touchpoints © 2014 Zuni | All Rights Reserved | Confidential
  14. 14. Emerging Social channels International Women’s Day .. Tinder users encouraged to update update their TINDER image to one of the Amensty “Make the Choice” campaign ones International Women’s Day http://makethechoice.com.au © 2014 Zuni | All Rights Reserved | Confidential
  15. 15. SNAPCHAT : Don't let this be my #LastSelfie Inspired by the disappearing nature of content on Snapchat, this creative campaign from the WWF in Denmark, raised awareness of animals in danger of extinction. © 2014 Zuni | All Rights Reserved | Confidential
  16. 16. Trend 2. Mobile – integration not isolation © 2014 Zuni | All Rights Reserved | Confidential
  17. 17. TREND 3. Convergence of TV and Video Catch up TV Back channels for feedback © 2014 Zuni | All Rights Reserved | Confidential
  18. 18. Digital video offers increased level of targeting © 2014 Zuni | All Rights Reserved | Confidential
  19. 19. TREND 4. Disruption to Content Exchange © 2014 Zuni | All Rights Reserved | Confidential
  20. 20. Recommendation & discovery platforms © 2014 Zuni | All Rights Reserved | Confidential Where are your customers seeking recommendations for your products / services? Audit your presence to identify opportunities
  21. 21. Content or Ads? © 2014 Zuni | All Rights Reserved | Confidential
  22. 22. New Advertising content formats Ads on the right side of the last slide were all ads for Outbrain © 2014 Zuni | All Rights Reserved | Confidential
  23. 23. TREND 5. Brands becoming publishers Who would have thought that a biscuit could curate a unique view of the world? © 2014 Zuni | All Rights Reserved | Confidential
  24. 24. Brands facilitating advice © 2014 Zuni | All Rights Reserved | Confidential
  25. 25. Cool technology to capture content & engage The #NZDronie campaign captured video footage of skiers from the air and allowed them to share the videos with their friends © 2014 Zuni | All Rights Reserved | Confidential
  26. 26. TREND 6. Re-targeting & Real time bidding Focus on Customer (& their life time value) rather than transactions Integrate and leverage disparate data sources © 2014 Zuni | All Rights Reserved | Confidential
  27. 27. Real time bidding • Display Media Bid per impression / click • Allows buyers to find the optimal price for an ad to specific person in specific place at a specific time 5 TIPS for Success • Intergrate analytics learnings • Understand & Link bids to customer journeys (esp purchase cycle) • Fresh – keep ads relevant & fresh content • Test & Learn • Integrate with Segmentation strategies © 2014 Zuni | All Rights Reserved | Confidential
  28. 28. Real Time Ad Creation Nike & Google created this innovative #ArtCopyCode campaign to dynamically show pictures from games 10 seconds after the moment – allowing fans to engage and remix the ads © 2014 Zuni | All Rights Reserved | Confidential
  29. 29. Trend 7. Smart alerts © 2014 Zuni | All Rights Reserved | Confidential
  30. 30. Smart alerts IF • Surf over 3 foot • My location within 10 km • No calendar appointments © 2014 Zuni | All Rights Reserved | Confidential Then • Wake me up with an SMS / Alarm • Not until 30 mins before Sunrise • And allowing for the tide times • Put an appointment in my diary • Alert these mates Brought to you by ?????
  31. 31. Insurance alerts © 2014 Zuni | All Rights Reserved | Confidential
  32. 32. Tracking dangers to trigger digital alerts Optus hoping to demonstrate innovation as well as social responsibility with their share alert “Clever Buoy” campaign © 2014 Zuni | All Rights Reserved | Confidential
  33. 33. Dynamic digital display leveraging Data British Airways #LookUp billboards in Piccadily Circus dynamically triggered the talent looking up and mentioning the plane, destination and flight number of BA flights © 2014 Zuni | All Rights Reserved | Confidential
  34. 34. Weather activated Ads These ads were designed to only display when it’s raining, perfect for the HK Moonsoon season, especically when they are advertising escapes to the Phillipines © 2014 Zuni | All Rights Reserved | Confidential
  35. 35. TREND 9. Beacons & Near Field communications iBeacons and NFC are enabling personalised engagement, like this example from the Antwerp Museum. © 2014 Zuni | All Rights Reserved | Confidential
  36. 36. Shopper identification © 2014 Zuni | All Rights Reserved | Confidential
  37. 37. Trend 10. Connected things Will deliver an unprecedented opportunity for engagement © 2014 Zuni | All Rights Reserved | Confidential
  38. 38. Connected Car © 2014 Zuni | All Rights Reserved | Confidential
  39. 39. Connected Self “Quantified Self” Technologies like TicTrac are providing tools to visualise data from multiple tracking gadgets © 2014 Zuni | All Rights Reserved | Confidential
  40. 40. Connected Home Data is being used to save money on energy bills, which is perhaps why Google bought Nest © 2014 Zuni | All Rights Reserved | Confidential
  41. 41. Landscape Trends Takeaways © 2014 Zuni | All Rights Reserved | Confidential
  42. 42. New ways to “Know Thy Customer” Emotion sensing Tracking emotion and then dynamically responding with content is just getting started, see this example from Emotient © 2014 Zuni | All Rights Reserved | Confidential
  43. 43. Track, Measure and Learn Where possible, include measurable calls to action, even in non digital media © 2014 Zuni | All Rights Reserved | Confidential
  44. 44. Conclusion – Key Takeways • Hugely exciting time for digital media • Great opportunities for Personalisation, targeting and feedback • Know thy Customer Customer Segmentation going to deliver competitive advantage • Look for Customer-Centric Partnerships • Establish metrics linked to business objectives • Test & Learn : Experiment often and refine strategies © 2014 Zuni | All Rights Reserved | Confidential Ian.farmer@zuni.com.au Twitter: @ifarmer Linked In Linked In

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