Wwo London Mar10v2


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  • It won’t surprise you to know that online spending is growing. In 2008, around one pound in every five spent on marketing was invested in online and the expectation is that by 2012, the online display market alone will be worth nearly two billion euro in the UK.But just because online is growing, it doesn’t necessarily mean it will always be the right thing for marketers to do.
  • It won’t surprise you to know that online spending is growing. In 2008, around one pound in every five spent on marketing was invested in online and the expectation is that by 2012, the online display market alone will be worth nearly two billion euro in the UK.But just because online is growing, it doesn’t necessarily mean it will always be the right thing for marketers to do.
  • Before spending anything, you need to consider what your objectives are.Are you looking to raise awareness of your business or a new product or service?Do you want to generate leads for your sales team?Or are you trying to retain business you’ve already got?You need to consider how you want to engage with your target market, what platforms you want to use and, critically, how will you know if you’ve succeeded? What will success look like? And how will you measure how successful your marketing has been?
  • There’s a temptation to be put off considering online advertising because it seems complicated and there’s lots of jargon. Well, the truth is that online is just another route to market. So, just as you’ve come to learn how to place print advertising, run direct mail campaigns and use all the the other traditional channels, you’ll get to grips with online too.In this presentation we’ll demystify the jargon, look at the different types of online advertising and examine the ways you can use reporting and metrics to make your advertising spend work harder and more effectively.
  • So, coming up:What are the types of online ads? Which ones work best?Which positions on a web page attract eyeballs and which tend to be ignored?What campaign metrics are available and will you know if your ad met the campaign objectives? What are the main ad positions and how can you control placement and frequency?How are online display ads priced? Which pricing is best for your campaign objectives?
  • Here are some examples of commonly used formats for online advertising.Your screen is made up of thousands of tiny dots, called pixels, so the numbers here simply refer to the size of the advertisement, measured in pixels. So, just as you might book a print ad by referring to centimetres and columns on a page, with online ads you talk about the width and height in pixels.Take the advertisement on the right hand side. This is called a skyscraper, and is 160 pixels wide, 600 pixels deep.The very first form of online advertisement, which appeared in the early nineties, measures 468 pixels wide by 60 pixels deep. We know it today as the banner ad.Other common formats include leaderboards and rectangles. The larger rectangle shown here is often called an MPU. MPU stands for message plus unit, or multiple purpose unit. This format is used increasingly for displaying video content on web pages, because the dimensions work well for video images.
  • Here’s an example of rich media being used to great effect.This case study is from the food service industry and involved a campaign on caterersearch.comResearch for Heinz told them that seven out of ten consumers would pay a premium price for beans if they knew they were getting Heinz Baked Beans. Heinz wanted more food outlets to offer their beans. But they knew that the industry had concerns around managing portion controls, getting the beans cooked quickly and not wasting any of the product.Heinz came up with Easy Pots. Individual portions come in their own pots. Simply peel off the lid, pop the pot in the microwave, serve up and throw the empty pot away. Happy customers, paying more, producing more profit for both the outlet and Heinz.So, how did rich media help Heinz with the launch of Easy Pots?
  • Taking the concept of the peel-off lid, caterersearch.com recommended a page peel.At the top right hand corner of the page, the user can see what looks like the edge of the page peeling away. This attracts the user to click on the image, which then peels back the whole page, revealing the Heinz Easy Pots page underneath.In this case, Heinz was running a competition, offering £10,000 in a prize draw. But it’s entirely up to the advertiser to choose what appears on this page.So, how did this work for Heinz?
  • Thanks to the detailed reporting which you can get from online advertising campaigns, you can see that after displaying the advertisement 100,000 times, there were 331 clicks.This is what we call a “click-through rate” of 0.33%. The industry average is around 0.2%, so this campaign worked very well, helping to drive awareness of the product and because of the prize draw, Heinz had access to contact details for hundreds of potential customers.
  • Impressions: this is the number of times each of your ads was displayed for site visitorsReach: this is how many people saw your advertisementFrequency: this is how many times the ad is shown to each userUnique users: most individual visitors to a website can be identified thanks to what’s called their “IP address”. Recording the number of IP addresses gives an indication of the number of people who visited a website or saw your advertisement. Be careful with talk of “hits”. This is an outdated and misleading measurement.Click-through rate or CTR: this is the number of users who clicked on an ad, divided by the number of times the ad was delivered. For instance, a banner delivered 2,000,000 times that generated 16,000 clicks will have a CTR of 0.8%
  • You’re almost certainly familiar with the positions you can take in print advertising. Terms like double-page spread, full page and strips won’t be new to you.We’ll now look at the terms used to refer to positions with online advertising. Typically, you’ll find advertising positions are common across different websites, so we’ll look at what they are and why they’re there.
  • We’re now turning to the nuts and bolts of how online advertisements appear on a site and the options you have for managing when, where and how often your ads are shown.
  • Frequency capping is a clever way to reach more people with your advertising, rather than repeatedly showing a small number of people the same ad. Too few or too many ad exposures negate the positive effects of advertising. Natural distribution of advertising tends to be very uneven, making frequency capping an important tactic for advertisers looking to increase overall effectiveness.On this chart you’ll see that the grey line shows how page impressions used to be delivered on most sites. The orange line shows the benefit of frequency capping, as more users get to see the ad, neither too many times or too few times.
  • So, what’s the best the best placement strategy?The answer depends on your objectives. But, whatever your goals, the better you can target your audience, the better your results will be.
  • Finally, we turn to pricing. What influences the price you pay and the pricing model you should choose.
  • Wwo London Mar10v2

    1. 1. Online Display Advertising<br />REACHING AND ENGAGING<br />YOUR TARGET AUDIENCE<br />
    2. 2. Online spending is growing<br />You might wonder…<br /> …will online advertising work for my business?<br />
    3. 3. Online spending is growing<br />You might wonder…<br /> …will online advertising work for my business?<br />Source: Advertising Association/WARC 2010<br />
    4. 4. Think about what you are trying to achieve…<br /><ul><li>Brand awareness?
    5. 5. Lead generation?
    6. 6. Retention?
    7. 7. How will you engage your audience?
    8. 8. What are your design considerations?
    9. 9. What is your medium of choice?
    10. 10. Single or multi-channel campaigns?
    11. 11. What does success look like?
    12. 12. How will you measure it?</li></li></ul><li>This is not rocket science…<br /><ul><li>Be clear about what you’re trying to achieve and having a plan
    13. 13. Think about online as just another channel
    14. 14. Understand the types of advertising that will work best for you
    15. 15. Use the metrics available
    16. 16. Get real bang for your buck</li></li></ul><li>Online Display Advertising<br />
    17. 17. It all started here…<br />
    18. 18. Online display ads come in avariety of shapes and sizes…<br />728 x 90 Leaderboard<br />300 x 250 MPU / Rectangle<br />468 x 60 Banner<br />160 x 600Skyscraper<br />120 x 60 Rectangle<br />
    19. 19. …and even on different devices<br />
    20. 20. Rich media ads have an upside…<br />…and a downside<br />
    21. 21.
    22. 22.
    23. 23.
    24. 24. Case study<br />
    25. 25. Heinz Easy Pots & rich media ads<br />Case study<br />Company <br />Heinz Foodservice:<br />Global market leading food service producer<br />Campaign goals<br /><ul><li>Promote launch of new Easy Pots range to</li></ul> food service users<br /><ul><li>Help caterers and food service industry to increase</li></ul> sales with a new line of products and the brand recognition of Heinz beans<br />
    26. 26. The campaign<br />Case study<br />
    27. 27. The results<br />Case study<br /><ul><li>Page peel: 100,000 impressions, 331 clicks (0.33% CTR)
    28. 28. 100,000 impressions achieved the goals set
    29. 29. CTR reached 0.33%</li></li></ul><li>Online Display Advertising<br />
    30. 30. Key campaign metrics – what to count<br />Impressions<br />Number of times each of your ads was displayed for site visitors<br />Reach<br />Overall size of the audience that saw your campaign<br />Frequency<br />Average number of times the audience was exposed to your message (overexposing can lead to underperforming)<br />Unique users<br />No. of users with a unique IP address who visited a webpage or saw a particular ad<br />Click-through rate (CTR)<br />Number of users who clicked on an ad divided by number of times the ad delivered<br />
    31. 31. Case study<br />
    32. 32. Metrics help you make decisions<br />Case study<br />
    33. 33. Campaign report<br />Case study<br />
    34. 34. Online Display Advertising<br />
    35. 35. Typical ad positions on a website<br />
    36. 36. The most valuable parts of the page are where users actually look<br />
    37. 37. The most valuable parts of the page are where users actually look<br />
    38. 38. Online Display Advertising<br />
    39. 39. Ad servers allow you to control thead serving & placement process<br />Upon “click” browser requests page <br />Serves webpage<br />Requestsad<br />Deliversad (or requests adfrom 3rd party server)<br />User<br />Web Server<br />Ad Server<br />
    40. 40. Dynamic ad serving<br />
    41. 41. Ad servers allow you to place your ads effectively<br />Choices:<br /><ul><li>Page content
    42. 42. Keywords
    43. 43. User profile
    44. 44. Geography
    45. 45. Time of day or week</li></li></ul><li>Frequency capping<br />Without frequency capping, heavy users, about 20% of the total audience, get the same ads served over and over and over<br />20<br />Frequency <br />15<br />10<br />This leaves a large number of impressions to spread across more of the audience<br />5<br />% Reach <br />75%<br />100%<br />50%<br />25%<br />0%<br />80% of the audience gets relatively few ads.<br />With frequency capping, heavy users get cut off after seeing a pre-determined number of ads<br />Source: Marketing Sherpa 2008<br />
    46. 46. Targeting strategies<br /><ul><li>Run of site
    47. 47. Any page
    48. 48. Targeted
    49. 49. Specific pages (not exclusive)
    50. 50. Sponsorship
    51. 51. Specific pages (exclusive)
    52. 52. Contextual
    53. 53. Based on keywords/content
    54. 54. Behavioural
    55. 55. Based on user profiles</li></li></ul><li>Why choose run-of-site?<br /><ul><li>Good exposure for building brand awareness
    56. 56. You can alternate different creatives or messages
    57. 57. Often cheapest</li></li></ul><li>Why choose an exclusive sponsorship?<br /><ul><li>Strong association of the brand with the content
    58. 58. Allows sponsor to be “the voice” of an industry need
    59. 59. Access a more targeted audience, with more focused visibility than ROS
    60. 60. Zero in on a sub-segment of an audience</li></ul>One sponsor “owns” the page<br />
    61. 61. Why choose contextual target ads?<br /><ul><li>Better targeting of your audience’s needs and interests
    62. 62. Increased relevance can mean better visibility and higher response rates</li></ul>Content on “borrowing”<br />Ad about obtaining your credit history<br />
    63. 63. Behavioural targeting<br />“The web would be more enjoyable if ads were more tailored to my needs”<br />46%<br />37%<br />Source: IAB Europe/InSites Consulting 2010<br />
    64. 64. So, which placement strategy works best?<br /> The one that supports your marketing goals<br /><ul><li>Awareness
    65. 65. Retention
    66. 66. Consideration
    67. 67. Lead generation</li></ul>Better targeting usually means better results<br />
    68. 68. Online Display Advertising<br />
    69. 69. Significant factors affecting price<br /><ul><li>Traffic
    70. 70. Audience quality
    71. 71. Market demand for the same ad space
    72. 72. Types and number of ad spaces offered
    73. 73. Time of year</li></li></ul><li>Pick the pricing strategy that best fits your goals<br />Best for building brand awareness<br />rather than lead generation<br />Flat Fee(time-based)<br />Selling an online opportunity for a fixed rate for a fixed time period, regardless of performance<br />CPM (cost per thousand impressions)<br />Most common pricing model for traditional ad units<br />CPC(cost per click)<br />Advertiser pays only when ad/link/listing is clicked<br />CPL (cost per lead)<br />Advertiser pays for “leads” – usually the more detailed the information, the higher the price<br />CPA (cost per action)<br />Prevalent in e-commerce sites . Publisher is paid a percentage or bounty for a sale/free trial etc.<br />Best for lead generation<br />rather than building brand awareness<br />
    74. 74. Summary: online display advertising<br />Think about:<br /><ul><li>what you’re trying to achieve
    75. 75. how you intend to engage current or potential customers
    76. 76. what you want to say and how you’re going to say it
    77. 77. what success looks like and how you intend to measure it</li></ul>Based on your campaign objectives:<br /><ul><li>review the most appropriate website
    78. 78. decide on the type of ad and the best placement strategy
    79. 79. pick the pricing strategy that best meets your objectives
    80. 80. get the campaign metrics
    81. 81. test different approaches and frequencies</li>