Scale Your Digital Marketing with Display Advertising

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Google, Yahoo, Microsoft, and AOL are becoming one-stop shops for advertisers by building up ad networks with targeting and tracking capabilities. If you haven’t noticed, Google is making a big push for display advertising on the Google Content Network, the next big revenue driver for the company with a $160B market cap.

Online display advertising is expected to increase from $8.5B this year to $15B in 2014. So should you be a part of it?

With most online marketing budgets going towards search, why should you reallocate or add more budget for display advertising? In July’s Brown Bag Webinar you’ll learn:

• I don’t click on banner ads so why should I expect my customers to?
• What are the opportunities with display advertising?
• How does display advertising effect paid search and SEO? (it does)
• What are the performance expectations for different targeting and creative options?
• What tools can I use to begin planning which networks and publishers I should advertise on?

Speaker:
Nick Urbani is Managing Director at eBoost Consulting. Nick has spoken across the country about digital marketing at associations and events, including the Women’s Presidents Organization, iMarketer’s Beyond Search Summit, Cal Polytechnic University, and SDSIC. Nick oversees millions of dollars in digital media buy spend for clients executing branding and performance driven strategies.

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Scale Your Digital Marketing with Display Advertising

  1. 2. Click Here! Scale Your Digital Marketing with Display Advertising
  2. 3. what why how q&a agenda
  3. 4. Click Here! Scale Your Digital Marketing with Display Advertising
  4. 7. US Internet Advertising Spending
  5. 8. Display Growing Faster Than Category
  6. 9. maxing out ppc and seo results scale improved targeting improved measurement Why is display growing? Improved measurement network consolidation
  7. 12. [ad]
  8. 14. [ad] A D V E R T I S E R P U B L I S H E R
  9. 15. [ad] A D V E R T I S E R P U B L I S H E R S agency / services firm ad network
  10. 17. self directed optimization team
  11. 18. self directed no service optimization team account exec
  12. 19. self directed no service no spend minimums optimization team account exec > $10,000 / month
  13. 20. self directed no service no spend minimums publisher transparency optimization team account exec > $10,000 / month no transparency
  14. 21. self directed no service no spend minimums publisher transparency cpc, cpm & cpa optimization team account exec > $10,000 / month no transparency cpc, cpm & cpa
  15. 22. self directed no service no spend minimums publisher transparency cpc, cpm & cpa improving targeting optimization team account exec > $10,000 / month no transparency cpc, cpm & cpa better targeting
  16. 23. self directed no service no spend minimums publisher transparency cpc, cpm & cpa improving targeting set measurement optimization team account exec > $10,000 / month no transparency cpc, cpm & cpa better targeting flexible measurement
  17. 24. geographic demographic contextual behavioral targeting Improved measurement retargeting
  18. 26. geographic demographic contextual behavioral targeting Improved measurement retargeting
  19. 27. click conversion tracking
  20. 30. [ad]
  21. 31. [ad]
  22. 32. [ad] success!
  23. 33. click conversion view through conversion targeting
  24. 36. [ad]
  25. 37. [ad]
  26. 38. [ad] success!
  27. 39. click conversion view through conversion targeting
  28. 40. media buy performance Source: DoubleClick
  29. 41. display advertising lifts search (22%) Source: Specific Media
  30. 42. Source: Specific Media media buys (display) lift search
  31. 43. test on the Google display network media planning tools (i.e. Quantcast) talk to ad networks creatives and landing pages getting started Improved measurement tracking
  32. 44. Click Here! Scale Your Digital Marketing with Display Advertising
  33. 45. maxing out ppc and seo results scale improved targeting improved measurement Why is display growing? Improved measurement network consolidation
  34. 47. [ad] A D V E R T I S E R P U B L I S H E R S agency / services firm ad network
  35. 48. geographic demographic contextual behavioral targeting Improved measurement retargeting
  36. 49. click conversion view through conversion targeting
  37. 50. display advertising lifts search (22%) Source: Specific Media
  38. 52. self directed no service no spend minimums publisher transparency cpc, cpm & cpa improving targeting set measurement optimization team account exec > $10,000 / month no transparency cpc, cpm & cpa better targeting flexible measurement
  39. 53. test on the Google display network media planning tools (i.e. Quantcast) talk to ad networks creatives and landing pages getting started Improved measurement tracking
  40. 54. questions? nick urbani 619.567.3493 [email_address]

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