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  1. 1. In-Depth Introduction to Internet Advertising By Greg Stuart Co-author of What Sticks & former CEO of Interactive Advertising Bureau (see full bio on last slide) Prepared July 2008
  2. 2. Goal of This Document <ul><li>Topline the major elements of Online Media and Online Advertising: </li></ul><ul><ul><li>Use as a guide for areas to potentially dig into deeper where required/interested </li></ul></ul><ul><ul><li>Provide a glossary of key definitions, issues, etc. </li></ul></ul>
  3. 3. Agenda <ul><li>Digital Media in Context </li></ul><ul><ul><ul><li>What is the Internet? What are the Online Media types? </li></ul></ul></ul><ul><li>Online Advertising Overview </li></ul><ul><ul><ul><li>What are the Channels? Targeting Technologies? </li></ul></ul></ul><ul><li>Does Online Advertising Work? </li></ul><ul><ul><ul><li>The Research all shows it really works </li></ul></ul></ul><ul><li>Online Research and Measurement </li></ul><ul><ul><ul><li>Measurement is a tangled mess and there are many issues </li></ul></ul></ul><ul><li>Positioning Online Advertising </li></ul><ul><ul><ul><li>It is additive to other media, Frequency, Audience, Engagement </li></ul></ul></ul><ul><li>Various Internet Advertising Trends </li></ul>
  4. 4. Digital Media in Context What is the Net, where is Digital going, and what does Media mean?
  5. 5. Digital Evolution of Media <ul><li>The future is a number of Digital and Networked media </li></ul>
  6. 6. What is the Internet? <ul><li>The Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). </li></ul><ul><li>It is a &quot;network of networks&quot; that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail , online chat , file transfer , and the interlinked web pages and other resources of the World Wide Web (WWW). </li></ul><ul><li>Source: Wikipedia </li></ul>
  7. 7. Online Media Categories <ul><ul><li>Portals </li></ul></ul><ul><ul><ul><li>Yahoo, AOL, MSN </li></ul></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><ul><li>NY,,, </li></ul></ul></ul><ul><ul><li>Search Engines </li></ul></ul><ul><ul><ul><li>Google, Yahoo Search, Dogpile </li></ul></ul></ul><ul><ul><li>Social Media (Or User Generated Content – UCG) </li></ul></ul><ul><ul><ul><li>Facebook, MySpace </li></ul></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><ul><li>YouTube, Veoh </li></ul></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><ul><li>Federated Media, </li></ul></ul></ul><ul><ul><li>Email & Newsletters </li></ul></ul><ul><ul><li>eCommerce </li></ul></ul><ul><ul><ul><li>Amazon, </li></ul></ul></ul><ul><ul><li>RSS (real simple syndication); aka Feeds </li></ul></ul><ul><ul><ul><li>Feedburner, Google Reader </li></ul></ul></ul><ul><ul><li>Ad Networks </li></ul></ul><ul><ul><ul><li>Tacoda (AOL), Blue Lithium (Yahoo), Tremor Media, </li></ul></ul></ul>Generally accepted types of Online Media:
  8. 8. The Vision for the role of Digital Media Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data Customer Customers Supplier Supplier Internet
  9. 9. If you had to live on a deserted island and could only take one of the following with you, which would you take?
  10. 10. Types of Online Advertising It’s just not one media. It’s the Network and there are many options
  11. 11. Recent Major News About Online Advertising <ul><li>“ Online is getting to the point where it may be more important than the 30-second TV spot.” Joel Ewanick </li></ul><ul><li>VP Marketing </li></ul><ul><li>Hyundai Motor America </li></ul>“ The country’s third-largest advertiser (General Motors) is getting ready to shift fully half of its $3 billion budget into digital and one-to-one marketing within the next 3 years.” Advertising Age March 17, 2008 Even ad-spending giant P&G is considering cutting its overall ad budget by as much as 10% this year and aggressively moving ad dollars to the Web. WSJ May 12, 2008
  12. 12. Types of Online Advertising <ul><li>Types </li></ul><ul><li>Display </li></ul><ul><li>SEM Search Engine Marketing * </li></ul><ul><li>SEO Search Engine Optimization * </li></ul><ul><li>Email Marketing </li></ul><ul><li>Newsletters </li></ul><ul><li>Video </li></ul><ul><li>Viral Marketing (Word of Mouth) * </li></ul><ul><li>Classifieds </li></ul><ul><li>Affiliate Marketing * </li></ul><ul><li>Desktop or Software </li></ul><ul><li>Product Placement </li></ul><ul><li>Pop Ups or Pop Unders </li></ul><ul><li>Landing Pages </li></ul><ul><li>Lead Gen </li></ul><ul><li>* Not really sold by Publishers </li></ul><ul><li>Technologies </li></ul><ul><li>Behavior Targeting </li></ul><ul><li>Contextual Targeting </li></ul><ul><li>IP or Geo Targeting </li></ul><ul><li>Rich Media </li></ul><ul><li>Rich Internet Applications (AJAX) </li></ul><ul><li>Keyword Targeting / Adwords </li></ul><ul><li>Video Scanning </li></ul><ul><li>Social Media Targeting / Influencers </li></ul>Est. Spending By Category
  13. 13. More Types of Online Media
  14. 14. Online Ad Pricing Dynamics <ul><li>CPM – Cost per (M) Impressions </li></ul><ul><li>CPC – Cost per Click </li></ul><ul><li>CPA – Cost per Acquisition (action) </li></ul><ul><li>CPL – Cost per Lead </li></ul><ul><li>Hybrid </li></ul><ul><li>Online advertising overall is reportedly around 45% CPM and 45% Performance prices (CPC or CPA/CPL) and the rest is hybrid or combination of above. </li></ul>
  15. 15. All IAB Ad Units
  16. 16. Key is the UAP (aka Universal Ad Package) 728x90 180x150 300x250 160x600 Border Animation Weight limits 180x150 160x600 20k 30k Flash 15 second limit None 15k 728x90 20k 300x250 GIF & JPEG Unit
  17. 17. Adoption of the UAP Units Four UAP Units now represent 37% of total inventory, down 10% from Q4 ’05. IAB Recommended IMU “Button 1” (120x90) up 15.2% from Q4 ’05. “ Button 1” = 19.6% “ Button 1” = 4.4%
  18. 18. Internet Advertising Revenue By Type: Classifieds; Search Remains a Strong Leader % of ‘05 First Six-Month Revenues Total $5.8 Billion Source: PricewaterhouseCoopers LLP/IAB Internet Advertising Report Note: Lead Gen is a new category in ’05, revised vs Referral. Changes vs YAG are recommended % of ‘06 First Six-Month Revenues Total $7.9 Billion Should be Updated
  19. 19. Does Online Advertising Work? Really, does it? And how well? (Answer sometimes 10x better than TV)
  20. 20. 16 XMOS Public Studies to Date XMOS = Cross Media Optimization Study <ul><li>XMOS 1.0 </li></ul><ul><li>Unilever’s Dove </li></ul><ul><li>XMOS Branding - 1st wave </li></ul><ul><li>McDonald’s </li></ul><ul><li>Colgate Total </li></ul><ul><li>Kimberly Clark Kleenex </li></ul><ul><li>AstraZeneca Nexium </li></ul><ul><li>XMOS Branding - 2nd wave </li></ul><ul><li>Universal Pictures Home Video </li></ul><ul><li>ING </li></ul><ul><li>VeriSign </li></ul><ul><li>XMO$ Sales & Branding I </li></ul><ul><li>Ford F-150 </li></ul><ul><li>P&G’s Olay </li></ul><ul><li>Kraft’s Jell-O </li></ul><ul><li>Nestlé's Coffee-mate </li></ul><ul><li>XMO$ Sales & Branding II </li></ul><ul><li>Target </li></ul><ul><li>Volkswagen </li></ul><ul><li>Philips </li></ul><ul><li>Motorola </li></ul>
  21. 21. Methodology Validated by Key Industry Bodies “ This measurement approach is the most even handed to all media and extremely accurate in measuring Online’s contribution and cost efficiency.” Jim Spaeth, Former President, The Advertising Research Foundation <ul><ul><li>Note: The methodology used to calculate the effects of online and offline media has been supported by the Advertising Research Foundation (ARF) and received the prestigious John & Mary Goodyear Award nomination for best International Research from the global research authority ESOMAR </li></ul></ul><ul><ul><li>The research has earned the endorsement of Forrester research, and led to Forrester’s request to develop a summary analysis of findings so that they can counsel their clients on the role of Online advertising </li></ul></ul>
  22. 22. Online Sells Product (Online & Offline) Sales Lift Hi Sales Low 14% 12% 10% 8% 11% 25% 8% * Target sales lift averaged across 99 GRPs from Homepage and display ads 17% 19% Philips Motorola 2% >1% Online sales lift averaged 11% Sales lift is the % difference between actual buyers in exposed and control groups.. Calculation: Exposed – Control The lift is among those reached by online. . Control
  23. 23. Summary Of XMOS Results Online Optimization Only * Not the actual optimized level, but considered an interim increase ** Brand ran Optimal level so there was no gain from more online spending *** Because of differing objectives, cross media comparison was inconclusive +4% -- -- -- 4%* Jell-O +7% -- -- -- 5%* Coffee-mate In Field -- -- -- TBD Olay -- -- -- +1491% +1-5 % -- +20 % -- +14% Purchase Intent 6%* 11 % 15 % 19 % 10-15% 10 % 11 % 13 % 15 % Reco’d % Online +5% -- -- -- -- -- -- -- -- Sales -- *** Verisign F150 ING ET Home Video Nexium Kleenex Total Chicken Flatbread Dove Brand Image Brand Awareness Brands -- -- -- +10-20 % +7% +34 % -- -- -- ** -- -- -- -- +8% --
  24. 24. What Do We Know about Creative Better creative can make the difference between success and failure Source: XMOS B A
  25. 25. Creative Makes a HUGE Difference Better creative can make the difference between success and absolute failure Ad A
  26. 26. Add a New Medium is Driven by Diminishing Returns % of Brand Impact Awareness, Image or Purchase Intent 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Frequency Diminishing returns 1 2 3 4 5
  27. 27. Adding Online Can Have Major Impact for Even McDonalds Introducing New Menu Item: Grilled Chicken Flatbread Sandwich Ad Frequency (or Budget) % Aided Awareness 20% of Broadcast Budget Reinvested 13.6% in Online Point of Diminished Returns 5pt Gain! Cut 6.4% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.0%
  28. 28. Performance is Partly Due to Media Mix Use by Consumers TV Use Online Use Heavier Heavier Lighter Lighter Heavy Online Heavy TV Heavy TV Light Online Light TV Light Online Heavy Online Light TV 26% 38% 15% 21% Media Usage among 18-49 year old target 34.3 Million!
  29. 29. Trying Something Brand New: Home Page Takeover Ad Ran One Day on Each Portal - Roadblock Roadblock 43% One Day Reach
  30. 30. Cost Effectiveness of Each Medium Cost to Increase Purchase Consideration Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase. $1.35 $1.00 $4.56 $11.04 Sample Cost 100 Roadblock 456 Magazine 1104 TV 135 Online Relative Cost Index Brand Metric: Purchase Consideration (top 2 box)
  31. 31. The Value of Small Changes Ford Media Mix * Traditional Media Plan * Approx. $200 Million Budget Online Online Result was another $750,000,000 in U.S. Truck sales Total of +$1,350,000,000 in U.S. Truck Sales (at retail vs. Base Plan)
  32. 32. The Big Question: Has XMOS Caused Change in the Industry? <ul><li>Based on detailed confidential interviews with 7 XMOS marketers: </li></ul><ul><ul><li>$230 million estimated Internet Ad Spending for company one year post each brand’s study. </li></ul></ul><ul><ul><ul><li>Lifetime would be much higher </li></ul></ul></ul><ul><ul><li>Only $2.2 million invested in studies </li></ul></ul><ul><li>Analyzed Brands/Companies </li></ul><ul><li>Corporate Data Brand Data </li></ul><ul><li>Johnson & Johnson Neutrogena </li></ul><ul><li>Nestle Beverage Coffee-mate </li></ul><ul><li>Procter & Gamble Olay </li></ul><ul><li>Ford F-150 </li></ul><ul><li>Kraft Jell-O </li></ul><ul><li>Target Target Apparel </li></ul><ul><li>AstraZeneca Nexium </li></ul><ul><ul><li>Other Studies–not included in analysis </li></ul></ul><ul><ul><li>Unilever’s Dove </li></ul></ul><ul><ul><li>McDonald’s </li></ul></ul><ul><ul><li>Colgate Total </li></ul></ul><ul><ul><li>Kimberly Clark Kleenex </li></ul></ul><ul><ul><li>Universal Pictures Home Video </li></ul></ul><ul><ul><li>ING </li></ul></ul><ul><ul><li>VeriSign </li></ul></ul>
  33. 33. Change in Online’s Total Budget One Year After @ Study
  34. 34. Change in Online’s Share of Total Budget
  35. 35. What Has Been the Real Value of XMOS 30x vs. 4 YAG 18x vs. 4 YAG Avg XMOS Brand Avg Company
  36. 36. Online Advertising Research & Measurement And the Issues that do not get discussed publicly
  37. 37. Online Media Measurement Data is Not Good; and Yet its World Class <ul><li>Good News </li></ul><ul><li>Lots & lots of data </li></ul><ul><li>It’s all digital and networked </li></ul><ul><li>Can track directly to sales online </li></ul><ul><li>First medium to measure the ad (not just content) </li></ul><ul><li>Immediate insights </li></ul><ul><li>Bad News </li></ul><ul><li>Lots & lots of data </li></ul><ul><li>Do we have the systems to handle data </li></ul><ul><li>There is Fraud and manipulation </li></ul><ul><li>Consumer has control </li></ul><ul><li>BIG privacy issues </li></ul><ul><li>Huge discrepancies creates mis-trust </li></ul>
  38. 38. Main Terms of the Medium <ul><li>Uniques </li></ul><ul><ul><li>A unique visitor is a statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report. This statistic is relevant to site publishers and advertisers as a measure of a site's true audience size, equivalent to the term &quot; Reach &quot; used in other media. </li></ul></ul><ul><ul><li>The Unique Visitors statistic is most accurately measured in two ways with current technology: </li></ul></ul><ul><ul><ul><li>by requiring all Visitors to log-in to the site, thereby capturing the identity of each Visitor on each visit, or </li></ul></ul></ul><ul><ul><ul><li>by placing a cookie on each Visitor's computer, writing the cookie ID to a database, and checking for the cookie on each Visitor's computer each time they visit. </li></ul></ul></ul><ul><li>Visits </li></ul><ul><ul><li>A series of requests from the same uniquely identified client with a set timeout. A visit is expected to contain multiple hits (in log analysis) and page views. </li></ul></ul><ul><li>Page Views </li></ul><ul><ul><li>A page view (PV) or page impression is a request to load a single page of an Internet site . On the World Wide Web a page request would result from a web surfer clicking on a link on another HTML page pointing to the page in question. This should be contrasted with a hit , which refers to a request for a file from a web server . There may therefore be many hits per page view. </li></ul></ul><ul><li>Impressions or Ad Views </li></ul><ul><ul><li>Same as Page Views, but for the advertisements. Defined as communication </li></ul></ul>Please never use the word “Hits”
  39. 39. Online Media Research Overview
  40. 40. Big Strategic Advantage was Global Internet Ad Impression Measurement Guidelines
  41. 41. Key Elements of Guideline - 1 of 2 <ul><li>Refined definitions and standards </li></ul><ul><ul><li>Client side measurement </li></ul></ul><ul><ul><ul><li>Via a beacon/clear gif or client side call (i.e., 302) </li></ul></ul></ul><ul><ul><li>Spiders & Bot Filtering (database) </li></ul></ul><ul><ul><ul><li>2 step process, via 1) short list of bots (20-25), 2) known browser </li></ul></ul></ul><ul><ul><li>Behavioral Filtering to remove non human activity </li></ul></ul><ul><ul><ul><li>Might not be relevant if we use 2 step process above </li></ul></ul></ul><ul><ul><li>Internal Traffic </li></ul></ul><ul><ul><ul><li>Do not exclude as it is insignificant </li></ul></ul></ul><ul><ul><li>Cache Busting </li></ul></ul><ul><ul><ul><li>Agree to header based cache busting </li></ul></ul></ul>
  42. 42. Key Elements of Guideline - 2 of 2 <ul><li>Internal Controls </li></ul><ul><ul><li>Shared “Areas of Auditing” </li></ul></ul><ul><ul><li>Asked to Communicate Internal Control Best Practices </li></ul></ul><ul><li>Disclosures </li></ul><ul><ul><li>Goal is Transparency </li></ul></ul><ul><ul><li>Description of Measurement Methodology </li></ul></ul><ul><ul><ul><li>Definitions </li></ul></ul></ul><ul><ul><ul><li>Data Collection Methods </li></ul></ul></ul><ul><ul><ul><li>Editing, Data Adjustment, etc. </li></ul></ul></ul><ul><ul><ul><li>Calculation Explanations </li></ul></ul></ul><ul><ul><ul><li>Reporting Standards </li></ul></ul></ul><ul><ul><ul><li>General Reporting Parameters </li></ul></ul></ul><ul><ul><ul><li>Certification and/or Auditing Applied </li></ul></ul></ul>
  43. 43. The Old Way: Server-side serving and counting A B C 1 : User requests content from publisher web server. 2 : Publisher web server calls Publisher Ad Engine to retrieve ads. 3 : The Publisher Ad Engine logs that it has served an ad. Publisher Ad engine returns an HTML blob to Publisher Web Server. Some of these ads may actually be pointers to a location on a Third Party server. 4 : The Publisher Web Server receives the HTML blob. 5 : The Publisher Web Server returns the page and the page begins to render on the user’s machine. 6 : While rendering the page, the browser determines that it needs to pick up an ad from a Third Party server. The browser fires off a separate thread to get the ad from the Third Party server. 7 : The Third Party server logs that it has served an ad. 8 : The Third Party server receives the request for the ad and returns a pointer to the location of the ad image by instructing the user’s browser to pick up the ad from an image server. 9 : The user’s browser makes a call to the image server where the creative resides. 10 : The Image server logs that it has served an image. 11 : The image server returns the image. 1 2 3 4 5 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log
  44. 44. Causes of discrepancies <ul><li>Network latency </li></ul><ul><ul><li>Publisher count is higher </li></ul></ul><ul><li>Caching </li></ul><ul><ul><li>Publisher count is lower </li></ul></ul><ul><li>Crawlers </li></ul><ul><ul><li>Publisher count is higher </li></ul></ul><ul><ul><li>Filtering techniques may differ </li></ul></ul><ul><li>Implementation errors </li></ul><ul><ul><li>Typically cause extreme discrepancies </li></ul></ul>
  45. 45. The Better Way: Client-side serving and counting A B C 1 3 4 5 2 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log
  46. 46. The Way it’s Being Done Now: Server-side serving with client-side counting A B C 1 2 3 4 5 6 7 8 9 10 11 Publisher Web Server Publisher Ad Engine Publisher Ad Engine Log Third Party Ad Engine Log Image Server Log D 5b Publisher Beacon Server Publisher Beacon Log 5a 5c
  47. 47. How Good is NNR and comScore Data and do They at Least Trend the Same? <ul><li>NetRatings and comScore Page View and Unique Visitor data trend together (are positively correlated) for less than half of websites examined. </li></ul><ul><ul><li>NetRatings and comScore trend together for both Page Views and Unique Visitors for only four of the nineteen sites </li></ul></ul><ul><ul><li>Overall, the lack of consistency between the two services is no worse (and no better) in the second half of 2006 than it was in late 2005 </li></ul></ul><ul><ul><li>The average NetRatings/comScore monthly difference for Unique Visitors across the nineteen sites ranges from 15% to 25% over the 13-month period, with no particular trend. For Page Views the average monthly difference has settled around 40% </li></ul></ul><ul><li>There is a tendency for a majority of individual websites to be significantly (and consistently) higher in either NetRatings or comScore. </li></ul><ul><ul><li>In those cases where differences are significant, NetRatings and comScore are each higher half of the time </li></ul></ul><ul><ul><li>In most cases, the two services are not close, and are reporting different “realities” regarding usage of specific websites </li></ul></ul><ul><ul><li>Differences in websites where one service is consistently higher may be related to the demographic make-up of the panels </li></ul></ul>
  48. 48. Sample NY Times - Unique Visitors
  49. 49. Sample: NY Times - Page Views
  50. 50. Backbone of Measurement and Targeting – Cookies! <ul><li>HTTP cookies , or more commonly referred to as Web cookies, tracking cookies or just cookies, are parcels of text sent by a server to a web client (usually a browser ) and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating , session tracking (state maintenance), and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts . The term &quot;cookie&quot; is derived from &quot; magic cookie ,&quot; a well-known concept in UNIX computing which inspired both the idea and the name of HTTP cookies. </li></ul><ul><li>Cookies have been of concern for Internet privacy , since they can be used for tracking browsing behavior. As a result, they have been subject to legislation in various countries such as the United States , as well as the European Union . Cookies have also been criticized because the identification of users they provide is not always accurate and because they could potentially be a target of network attackers. Some alternatives to cookies exist, but each has its own uses, advantages and drawbacks. </li></ul><ul><li>Cookies are also subject to a number of misconceptions, mostly based on the erroneous notion that they are computer programs . In fact, cookies are simple pieces of data unable to perform any operation by themselves. In particular, they are neither spyware nor viruses , despite the detection of cookies from certain sites by many anti-spyware products. </li></ul><ul><li>Most modern browsers allow users to decide whether to accept cookies, but rejection makes some websites unusable. For example, shopping carts implemented using cookies do not work if cookies are rejected. </li></ul>
  51. 51. Cookie Deletion Rates by (anonymous) Site
  52. 52. Ad Blocking Tracking Progress <ul><li>8 Sites are being tracked: </li></ul><ul><ul><li>Tracking puts a tag on one high volume page </li></ul></ul><ul><ul><li>Request that this continues and additional sites participate </li></ul></ul><ul><li>IAB will release Ad Blocking report to all members </li></ul><ul><li>Issues to Board: </li></ul><ul><li>Have you all installed new TOS? </li></ul><ul><li>Is anyone considering turning off content? </li></ul>Ad Blocking Trends
  53. 53. Situation Update On Ad Blocking: Do We Need to Act Now? <ul><li>Current Threat: Ad Blocking continues to increase </li></ul><ul><ul><li>In-line blocking estimated at 7-8% according to DCLK, up from 2-3% two YAG. </li></ul></ul><ul><ul><li>eBay reports closer to 10-15%. </li></ul></ul><ul><ul><li>Search is lower at 5-6% </li></ul></ul><ul><ul><li>Research cannot yet determine penetration level of blockers, but 3 of the top 10 most popular software downloads are ad blockers, accounting for 243 MM, or 30% of top 10 downloads </li></ul></ul><ul><ul><li>Symantec installed on 120 million machines and 25% turn on Ad Blocking feature </li></ul></ul><ul><li>Leading Indicator (?): Pop-up blocking is already over 50% (DCLK) </li></ul><ul><li>Compare : Movie and music industry threat response </li></ul><ul><ul><li>Failure to uncover or react to real rates of illegal downloading in a timely manner </li></ul></ul><ul><ul><li>Resort to costly, both financial and reputational, punitive tactics and litigation against downloaders (music companies against consumers) and subsequently, file-sharing software vendors (RIAA companies vs. Napster and MPAA studios vs Grokster) </li></ul></ul>
  54. 54. Just When we Get Set RIA/AJAX Changes Everything <ul><li>Audience impact – Page Views not relevant anymore </li></ul><ul><ul><li>Time spent and engagement metrics should become more meaningful in the RIA experience as we can track user activities </li></ul></ul><ul><li>Measurement impact – updated guidelines </li></ul><ul><ul><li>The ad impression standards did not envision a disconnect between the page and the ads. Updating to reflect 1 st ) Strong user action, or 2 nd ) to allow the consideration of “in focus” </li></ul></ul><ul><li>Revenue opportunity – attendant need for disclosures </li></ul><ul><ul><li>Use of RIA can unlock inventory but the counting of impressions within these new applications needs to be transparent with marketers </li></ul></ul>
  55. 55. Important Documents <ul><li>I can send to you or you can get at </li></ul><ul><li>Terms & Conditions </li></ul><ul><li>Measurement Guidelines </li></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><li>Ad & Other Creative Guidelines </li></ul><ul><ul><li>Display </li></ul></ul><ul><ul><li>Video </li></ul></ul>
  56. 56. Positioning Online Advertising What Does the Research Show In How to Position Online as a Medium
  57. 57. The Interactive Positioning Television Print Radio Direct Mail INTERACTIVE Only Interactive Advertising lets you combine the ability to target and create a dialogue with the AUDIENCE that matters to your brand, lets your customer EXPERIENCE your brand the way THEY want to, and allows you to measure the EFFECTIVENESS of your marketing dollars. Interactive is the only medium that lies at the intersection of Audience, Effectiveness and Experience AUDIENCE EXPERIENCE EFFECTIVENESS
  58. 58. High Intensity Agreement with the Motivations On a scale of 1-10, how much do you agree with the following statements? Chart represents % of the population agreeing with an 7 or above (high intensity) “ Interactive Advertising is a must have in my media mix.” “ I will further my career if I use Interactive Advertising successfully” “ I realize there is so much more I can do with Interactive Advertising”
  59. 59. Respondent Agreements with Key Motivations 6.95 63% 28% Interactive Advertising is more targeted than other media. 7.01 63% 30% Interactive Advertising is more engaging than other media. 6.7 56% 27% Interactive Advertising gives me greater impact for my advertising dollar than other media. 5.72 44% 17% I would spend more money on Interactive Advertising, but others in my organization disagree. 6.91 63% 25% I would spend more money on Interactive Advertising if there were better data to prove it works. 6.47 54% 22% I would spend more money on Interactive Advertising if it were easier to execute. 6.85 63% 26% I understand how to use Interactive Advertising to improve my marketing efforts. 7.25 69% 34% I could do so much more with Interactive Advertising than I am currently. 6.95 64% 29% I will further my career if I use more Interactive Advertising successfully. 7.05 66% 33% Interactive Advertising is a “must-have” in my media mix. Mean Agree/ Strongly Agree Strongly Agree KEY MOTIVATION
  60. 60. Sample Segmentation By Current Attitudes to Interactive Advertising Based on composite mean scores for six motivation questions
  61. 61. Fence-Sitters Profile Median Revenues (in $mm) Median Ad spend (in $mm)
  62. 62. Print Ads
  63. 64. Trends & Data Never Enough Data. Lots of Trends. What Does it Mean?
  64. 65. Global Online Population <ul><li>Currently about 1.2 billion </li></ul><ul><li>Projected to grow to 1.8 billion by 2010 </li></ul>
  65. 66. The Internet is the 3 rd most used medium and about to become 2 nd only to TV Source: Forrester Research, March 2007 * Excludes work usage.
  66. 67. The Internet is a already a massive medium, but still growing rapidly in a variety of ways <ul><li>191 million U.S. people age 2+ online in a month, spending an average of 30 hours online per person* </li></ul><ul><ul><li>But 77% of 841 million global Internet users now outside of U.S. </li></ul></ul><ul><li>99% of online population search in a month, conducting 80 searches per searcher** </li></ul><ul><li>73% of online population stream a video, viewing an average of 83 videos per viewer per month *** </li></ul><ul><ul><li>Up 50% vs YA </li></ul></ul><ul><li>67% of online population visit a social networking site, spending 4 hours per month per visitor* </li></ul><ul><li>Online consumer spending totaled $200B in 2007, up 20% vs. YA </li></ul><ul><ul><li>Non-travel represents 8% of consumer spend (excl. food, gas, and autos) </li></ul></ul>
  67. 68. Internet’s reach exceeds TV’s from 7 am to 8 pm Source: National People Meter, comScore Media Metrix 2007
  68. 69. The Web Already Delivers More Advertising Than TV! 2.2 x Source: Display Impressions: comScore Ad Metrix, Jan -08, Television GRP’s: comScore Estimates The CPM’s are just much, much lower for Internet. Monthly GRP’s Monthly Impressions Per Person
  69. 70. Internet Ad Revenues Continue to Surge Quarterly Internet Advertising Revenues ($ Billions) 1998 1999 2007 2006 2005 2004 2003 2002 2001 2000 Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) estimates. $21.1B in 2007, Up 26% Over 2006
  70. 71. Ad Dollars are Flowing Online Internet Outdoor Cable TV Magazines Direct Mail Miscellaneous Overall Trade Journals Yellow Pages Broadcast TV Radio Newspapers $21 Billion $ 7 $26 $14 $61 $39 $295 $ 4 $14 $46 $19 $44 Media Advertising Dollars Spent in 2007* Percent Change from 2006 Source: Global Insights as published in BusinessWeek * Other sources may define categories differently, leading to different results 60% of all ad spending in traditional media goes to branding campaigns
  71. 72. Yet, online is only 7% of total ad spending in the U.S. 2007 Estimate ($ in Millions) Source: Advertising Age by Robert J. Coen, McCann-Erickson Inc; Newspaper Association of America; Radio Advertising Bureau; Simba Information; Outdoor Advertising Association of America; Interactive Advertising Bureau (IAB); Lehman Brothers % Total Direct Mail $ 60,988 21% Broadcast TV $ 45,749 15% Newspaper $ 42,939 14% Internet $ 21,100 7% Cable TV Networks $ 20,479 7% Radio $ 18,592 6% Yellow Pages $ 14,538 5% Consumer Magazine $ 13,695 5% All other $ 55,977 19% Total $ 296,100 100%
  72. 73. Decline in Online Ad Click-Through Rates Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates
  73. 74. Clickers Follow the 80/20 Rule Source: comScore, Total US Online Population, July 2007 Clickers are predominantly younger (25 - 44) with lower income (under $40K)
  74. 75. Those Who Viewed the Ad But Did Not Click Drove Majority of Site Engagement and Sales % of Exposed People Include View-Through Effects When Measuring the Campaign – Clicks Are NOT Enough
  75. 76. Clicks on Display Ads Are a Misleading Metric and They Don’t Reflect Brand-Building Effects <ul><li>Only use for direct response ad campaigns (or search) </li></ul><ul><li>Clicks don’t measure all of a campaign’s sales impact, including the cumulative (latent) and offline impact of ads </li></ul><ul><li>Clicks don’t tell you anything about brand building effects </li></ul>
  76. 77. Future and Other Suggestions
  77. 78. Future Trends to Watch <ul><li>What are the key issues to look for: </li></ul><ul><li>Video Online: More, better, targeted and innovative ad units </li></ul><ul><li>Targeting: More options, behavioral, ISP Deep Packet Inspection (DPI), Social Media, Influencers </li></ul><ul><li>Mobile: Still very small but they are getting there. Lots of road blocks but it is “unique” for reaching consumers </li></ul><ul><li>IPTV: Canoe by Comcast and TimeWarner will push the boundaries here. </li></ul>
  78. 79. Internet Video Advertising Spending Trends The hottest growth is in Video Ads on the Net Source: eMarketer
  79. 80. Other Suggestions <ul><li>Subscribe to IAB Smartbrief </li></ul><ul><li>Review ClickZ </li></ul><ul><li>Potential events to attend </li></ul><ul><ul><li>AdTech – August 5-6 in Chicago (perf oriented) </li></ul></ul><ul><ul><li>iMedia - Various </li></ul></ul><ul><li>Get on LinkedIn </li></ul><ul><li>Get on Facebook </li></ul>
  80. 81. Review of the Online Medium <ul><li>Prepared in July 2008 </li></ul><ul><li>By Greg Stuart </li></ul><ul><li>[email_address] </li></ul><ul><li>+1 631 702 0682 </li></ul><ul><li>New York City </li></ul>
  81. 82. More at <ul><li>Greg Stuart is a recognized thought leader in the digital media and advertising and was selected by Ad Age as one of “10 Who Made Their Mark” in 2006. </li></ul><ul><li>He is the former CEO & President of the Interactive Advertising Bureau (IAB), the trade group for the interactive advertising & marketing industry. He led the industry from $6 to $17 billion annually while growing the IAB’s revenues +500% in just 4 years. The IAB serves AOL, CNET, Google, Disney, Yahoo! & others. </li></ul><ul><li>His recent book, “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,” Ad Age identified it as “One of 10 books you should have read,” </li></ul><ul><li>Greg has more than two decades of experience in Internet start-ups, digital media and traditional advertising. He has served as head of Marketing/Biz Dev/Ad Sales at pushing them to number 1 in category 6 months post launch. Also was VP of BD at Flycast Networks, when it IPO'd and then sold to CMGI. He's been a Venture Partner, Interim CEO of 2 Ad Technology companies, launched Sony's Online The Station and built the first Interactive division at the world’s leading direct marketing agency, Wunderman (a subsidiary of Young & Rubicam). </li></ul><ul><li>He was on the Board of Rapt, Inc. in SF, sold to Microsoft; and Board of Allyes in China, sold to Focus Media. He volunteers his time to SEMPO, IAB Mexico, Mobile Marketing Association and anyone else that asks. </li></ul><ul><li>Since Greg applauds entrepreneurs, serving on the Advisory Boards of multiple venture-backed companies Adify [Ad Networks], Anchor Intelligence [Search], Veoh [Video], Tremor Media [Video], Vizu [Research], Komli [Ad Network], Zumobi [Mobile], AdInfuse [Mobile], myYearbook [Social Ntk] and others. </li></ul><ul><li>He is also member of the National Speakers Association and speaks around the world on the Internet and failings of Advertising. </li></ul><ul><li>Greg has a BA in Economics from the University of Washington and completed Wharton’s Advanced Management Program in July 2008. He lives very happily in Bridgehampton, NY with his wife Pamela, twin daughters, and son. </li></ul>

Editor's Notes

  • Take 13.6 and reallocate
  • Another key implication focused on how online advertising helped deliver the “hard to reach” media consumer. This chart shows Colgate’s target broken out by media usage. The horizontal axis represents TV use (heavier users toward the right of the chart and lighter users toward the left of the chart). The vertical axis represents O nline use (heavier users toward the top of the chart and lighter users toward the bottom of the chart). This can be used as a guide to help allocate media dollars in a way that will effectively reach as much of the target as possible. (CLICK) The portion of the target audience who are classified as both Light TV and Light Online are obviously ‘hard to reach’ with any combination of media. This represents only 15% of the target audience. (CLICK TWICE) The portion of the target audience to the right of the vertical axis are classified Heavy TV, and are obviously easy to reach through television advertising run at a reasonable frequency. But this this still leaves a sizable portion of the target audience unaccounted for. (CLICK) One quarter of the target audience is not being reached by TV (since they are Light TV users) but can be easily and efficiently reached by online (since they are Heavy Online users). This opens the door to a new, efficient, cost-effective way to reach the target audience. (CLICK) To offer some perspective, this corner of the chart represents over 34 million users who could be reached on the Internet but not through TV. Optimizing the plan, then, means extending the REACH of the message among Internet consumers .
  • How were breaks defined…