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Digital Advertising Webinar

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There’s no doubt about it: Digital advertising must be a non-negotiable component of your company’s digital strategy. With the increased brand exposure, conversion rate boost and audience targeting capabilities, the benefits of digital ads are clear. So why are some companies still afraid to take the plunge?
Robin Eldred, Communicatto’s Director of Advertising, explores 2018’s digital advertising landscape and covers everything you need to get started, including:
- Types of digital ads
- The benefits of various channels
- How to run ads strategically
- Ad reporting and optimization
- Real-world results

Published in: Marketing
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Digital Advertising Webinar

  1. 1. Digital Advertising in 2018 February 22, 2018
  2. 2. Robin Eldred, Director of Advertising 2 ▪ robin@communicatto.com ▪ (403) 215-7504 ext. 104 ▪ www.communicatto.com
  3. 3. Contents 1. What is it? o A quick primer o Facts & Figures o What the ads look like 2. Why do it? o What it can accomplish o Versus traditional o Why you may not be doing it 3. Best Practices o The Process o Reporting and optimization 4. Case Studies o Real world results 5. Your How-to Guide 3
  4. 4. WHAT IS DIGITAL ADVERTISING? 4
  5. 5. The Digital Landscape 5
  6. 6. What is digital advertising? ▪ Paid promotion of digital media o The ‘P’ in the PESO model o Content (text, images, videos) ▪ Channels (places to advertise) o Social: Facebook, Twitter, LinkedIn - Influencer (leverage network of others) o Search: Google, Bing, Yahoo o Display: Banners, Videos o Native: Articles o Email (still a top performer) 6
  7. 7. The history of digital advertising Date Event 1994 First clickable internet ad (banner ad from AT&T, had a 44% CTR), first spam email 1995 Targeting begins 1996 Doubleclick arrives to help measure ROI 1997 Pop-up ads arrive 1998 Say hello to PPC, courtesy of GoTo.com 2000 Google AdWords 2002 Google introduces Quality Score 2006 Hyper targeting of ads, the first Facebook and YouTube ads 2010 Native advertising, promoted tweets in Twitter 7
  8. 8. Facts & Figures ▪ Digital spend is 40% of overall media spend last year o Projected to reach 51% by 2021 ▪ Display and search lead the way ▪ $228 billion spent last year in digital advertising o Projected to reach $375 billion in 2021 ▪ $4.9 billion in Canada o Projected to reach $8 billion by 2021 8 Source: eMarketer
  9. 9. Digital ad examples - Search 9 ▪ Pay-per-click o Position is based on bid and quality factors Google searches: 2,000,000,000,000/year 63,000/second
  10. 10. Digital ad examples - Display 10 ▪ Image/video ads o Surround a website’s content
  11. 11. Digital ad examples - Social 11 ▪ Text/Image/video ads o Appear in line with content, or next to content, screen interstitial, pre-/mid-/post-roll video Social network Monthly Active Users Facebook 2,070,000,000 YouTube 1,500,000,000 Instagram 800,000,000 LinkedIn 467,000,000 Twitter 330,000,000 Reddit 250,000,000 Pinterest 200,000,000 One to watch in 2018
  12. 12. Digital ad examples - Influencer 12 ▪ The new version of celebrity endorsements o A new breed of celebrity, including mid-tier influencers o Anyone who has a loyal following • Missy Lanning; 661,000 YouTube subscribers • Video to promote food subscription boxes from Try The World • ~800,000 video views • By the way, Kim Kardashian was getting paid $10,000 per tweet back in 2008…
  13. 13. Digital ad examples - Programmatic 13 ▪ Text/Image ads o Function like an ‘advertorial’ – appear in line with content o Great for promoting content (e.g. blogs, e-books, whitepapers)
  14. 14. Digital ad examples - Video ▪ Pre-roll, mid-roll, post-roll o Mid-roll is the top performer with 97% completion rate ▪ 15 and 30 second ad formats are top performers o These are standard pre-/post-roll durations o 20 second is the worst 14
  15. 15. WHY DO DIGITAL ADVERTISING? 15
  16. 16. What digital advertising can do for you ▪ Gets your content (ads) in front of people, in different formats ▪ Advantages: o Cost (much less expensive) o Speed (time to get in market, ability to make changes) o Creative formats (images, text, video, interactivity, etc.) o Targeting (Geographic, psychographic, demographic, lookalike) o Testing (ad variations, A/B testing) o Measurement (real-time, meaningful data) o Integration (analytics, tag managers, tracking pixels, reporting platforms) 16
  17. 17. Digital ad spending is massive ▪ 3.45 billion people regularly access the web o 82% of all Canadians ▪ $4.9 billion to be spent on digital ads in Canada 17
  18. 18. Digital vs Traditional ▪ 40% of all ad spending is on digital o Even higher in Canada (49%) 18 In Canada 49% 51%
  19. 19. Social media is everywhere ▪ 72% of people use Facebook weekly o Ages 35-54 - 73% o Ages 55+ - 61% (twice as much as the next highest social platform) 19 March 2016 July 2017 Gender Age Daily or more Weekly Daily or more Weekly Female Male 18-34 35-54 55+ Facebook 54% 71% 55% 1.9% 72% 1.4% 79% 65% 82% 73% 61% YouTube 23% 49% 28% 21.7% 60% 22.4% 56% 64% 80% 68% 32% Instagram 11% 20% 20% 81.8% 30% 50.0% 35% 25% 54% 26% 10% Twitter 12% 27% 16% 33.3% 29% 7.4% 22% 37% 41% 30% 16% Snapchat 5% 9% 10% 100.0% 17% 88.9% 18% 24% 20% 24% 15% Google+ 10% 21% 9% -10.0% 20% -4.8% 27% 11% 24% 19% 16% Pinterest 8% 23% 7% -12.5% 20% -13.0% 18% 15% 38% 11% 1% LinkedIn 4% 12% 7% 75.0% 15% 25.0% 10% 20% 19% 15% 12% reddit 3% 5% 5% 66.7% 9% 80.0% 6% 13% 23% 5% 0% Tumblr 1% 5% 2% 100.0% 5% 0.0% 3% 7% 7% 6% 1%
  20. 20. Social media in Canada Canadian Users: ▪ Facebook: 19 million ▪ Instagram: 9.1 million ▪ Twitter: 7.5 million Weekly Usage ▪ Facebook: 71% ▪ YouTube: 49% ▪ Twitter: 27% 20
  21. 21. So why aren’t you doing it? Chances are you may face: ▪ Lack of resources (time/money/manpower) ▪ Lack of skills ▪ Lack of understanding ▪ Lack of confidence ▪ Conflicting viewpoints ▪ Lack of insight ▪ Lack of stakeholder buy-in 21
  22. 22. BEST PRACTICES 22
  23. 23. ▪ Where a digital advertising strategy fits: ➢Communications Strategy ➢Digital Strategy ➢Digital Advertising Strategy ▪ The 5-step process for digital advertising: Goals > Target > Channels > Creative > Execute & Optimize ▪ BUT, without a strategy this is a lot of guesswork Best practices 23
  24. 24. The 5-step process 1. Goals o What are you trying to accomplish? What are your KPIs? o Sound goals = sound measurement 2. Target o Who are the personas? What are their requirements in order to fulfill your goals? What do they need to see/hear/feel? 3. Channels o Which platforms will best achieve your goals through the target audience? 4. Creative o The message/offer (e.g. images, text, video, etc.) 5. Execute & Optimize o Measure against your KPIs. Adjust and test regularly. Data is your friend. 24
  25. 25. Selecting media channels ▪ Customer intent ▪ Customer presence o E.g. Is your audience on Twitter? Maybe LinkedIn is better. 25 Display Social Retargeting Search
  26. 26. Measurement & Reporting Challenges 26
  27. 27. Measurement & Reporting ▪ Validate the effectiveness of each channel/creative in relation to goals, and optimize media mix ▪ Full “attribution” is very difficult, so focus on what you can measure ▪ Good metrics have tangible outcomes o E.g. clicks, social engagement, time on page, sign-ups, leads, sales, video views ▪ Bad metrics are vanity metrics/noise o E.g. CPM, impressions, social follower counts, bounce rate ▪ Let the data guide you, not your gut 27
  28. 28. Sample Report 28
  29. 29. CASE STUDIES 29
  30. 30. Case Study: RAC ▪ Problem: o Aging workforce, lack of interest in railway careers o Low budget ($5K media spend) ▪ Goals: o Increase interest in existing college programs across Canada ▪ Actions: o Multilingual landing pages extolling virtues of railway careers o CTA: Request an info package from any of six colleges o Advertising on Facebook and Instagram (image/text ads) ▪ Results: o 12,800 visits ($0.39 cost per click) o 2,100 requests for info packages ($2.38 per request) o Lambton College: from 5 enrolled students to 510 interested o Two Quebec colleges: 529 requests, 100 person waitlist 30
  31. 31. Case Study: CEPA ▪ Problem: o Misconceptions exist about safety and environmental impact of pipelines ▪ Goals: o Spread key messages to conditional opponents, conditional supporters and academics ▪ Actions: o Promote articles: Native Programmatic o Promote videos: Facebook, Programmatic, and YouTube ▪ Results: o 6,000,000 video views, 161,000 site visits, 24,000 social engagements (95% positive) o 96% reduction in cost per action versus previous year (go video!) 31
  32. 32. HOW-TO GUIDE 32
  33. 33. How does Communicatto do it? ▪ Strategy and planning o Goals, budgets, requirements, targets, timeline, etc. o Establish KPIs (i.e. what to optimize for) o Community management plan (for social ads) ▪ Setup o Tracking: pixels for ad platforms, analytics, etc. o Landing pages: focused offering o Setup of channels, development of creative ▪ Execution, optimization and reporting o Change, test, update, modify o Compare results to different timeframes/campaigns (trends) o Measure against benchmarks o 50% data, 50% interpretation ▪ Health checks o More in-depth analysis and higher level assessment ▪ Roll-up and closure 33 Data Analysis Recommendations NOTE: Track data at both the ad channel level and the website analytics level
  34. 34. Your How-to Guide What am I selling? ▪ What is my sales process? ▪ Where can digital advertising help? (i.e. at what points in the sales funnel?) ▪ What are my margins? (i.e. what can I afford to pay per lead?) How will I know I’m successful? ▪ Determine what to measure ▪ Form submissions? Phone calls? Newsletter sign-ups? ▪ This will set your goals, and identify what to optimize for Who’s buying? ▪ Who are my customers? ▪ Build personas. What do they look like? What do they do? What’s important to them? ▪ Don’t forget demographics and psychographics Where can I talk to them? ▪ Select appropriate ad channels ▪ Intent of prospect (i.e. location in the sales funnel) can help ▪ Search vs. social vs. programmatic vs. email list building What’s the right content to promote? ▪ What do my customers need to hear? ▪ What sort of content do I need to give them? Execute, monitor, gather data, optimize ▪ Run distinct campaigns - A start and an end ▪ Follow a reporting and optimization schedule ▪ Act! Make mistakes. Get better. 34 Goals > Target > Channels > Creative > Execute & Optimize
  35. 35. QUESTIONS? 35 and just one more thing…
  36. 36. Resources ▪ eMarketer (subscription required): o US Social StatPack: Usage and Ad Spending for 2016-2020 o Digital Index for 2017: The Top 10 Digital Countries Worldwide o US Total Media Ad Spending Growth, Digital vs. Traditional, 2016-2018 o Canada Forecast StatPack: Time Spent and Advertising Estimates, 2015- 2019 o Digital vs. Traditional Ad Spending Worldwide, 2017 & 2018 ▪ The History of Online Advertising, AdPushup ▪ Online advertising, Wikipedia ▪ HubSpot: o A Brief History of Online Advertising o 7 Digital Marketing Strategies That Work: A Complete Guide ▪ 7 Types of Online Advertising, Adskills ▪ The Definitive Guide to Digital Advertising, Marketo ▪ Pay Per What? Choosing Pricing Models In Digital Advertising, Marketing Land 36

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