In this FREE business-to-business event, hosted by the Oregonian Media Group, our experts explained how to develop a winning strategy with display advertising to attract customers to help businesses grow.
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Oregonian Media Group: At a Glance
6.3M
OREGONLIVE
UNIQUE VISITORS
49M
OREGONLIVE
PAGEVIEWS
1.3M
REGULAR
READERS
73%
REACH IN THE
PORTLAND NDM
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More Engaging Ads, in More Places
Search
Print
Social
Display
ContentMarketing
Standard &
High-Impact
Digital Ads
Audience
Targeting
Section & Site
Sponsorships
Video
Mobile
Email
Newsletters
Classifieds
Standard &
High-Impact
Print Ads
Spadeas
Oprints
Polybags
Toppers
Search Engine
Optimization
(SEO)
Search Engine
Marketing
(SEM)
Website
Development
Social Media
Optimization
(SMO)
Reputation
Monitoring
Sponsored
Content
Branded
Content
Auto
Real Estate
Recruitment
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Advance Local + Condé Nast
more than
456m
monthly pageviews
More than
51m
monthly unique
visitors
more than
2.7b
1st & 3rd party
cookies
more than
38b
digital ads served
annually
Source: 1. comScore, September 2014; 2. Lotame 2014
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“The key is to win the first moment of truth, that is to say, get and keep
the attention of the shopper at the point of purchase where a massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G
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No Shelf, Salesman,
or Physical Store
Traditional
Awareness
Google answers 114.7
billion searches a month
Opportunity to Influence
New Mental Model
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Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)
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ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
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Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business information
online?
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Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting
& Remessaging
Passive Consumer Sessions
produce the majority of
internet traffic
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ZMOT & Mobile: More Moments
Than Ever
With the rise of mobile, consumers
don’t have to wait until they’re at a
computer to search. Searching –
for store locations, recipes,
answers to questions, directions,
anything – is an essential,
continual and always accessible
part of day-to-day life.
With more moments
than ever, how do you
win the ZMOT?
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What’s New in Mobile?
More
access
Larger ad
economy
More
platforms
Better
targeting
Better user
experience
Case study
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Mobile Everywhere
Rapidly Expanding Data Coverage
• Worldwide smartphone growth is accelerating, at roughly 300 million new users
per year.
• In the US, mobile coverage has allowed consumers the same Internet access on
their phone, as they can get at home or at work.
Smartphone Users and Penetration Worldwide, 2012-2017
2012 2013 2014 2015 2016 2017
Smartphone users (billions) 1.13 1.43 1.75 2.03 2.28 2.50
― % change 68.4% 27.1% 22.5% 15.9% 12.3% 9.7%
― % of mobile phone users 27.6% 33% 38.5% 42.6% 46.1% 48.8%
― % of population 16% 20.2% 24.4% 28% 31.2% 34%
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Google Announces New Ad Formats
• Ad Units available based upon user
engagement.
– Interaction
– “Viewability”
– Scroll
• More Rich Media
– Video embedded into the ad
– Magazine Style (flip the page)
• More Expandable Ad Units
– Starts as text ads and expands to
a takeover experience
– Starts as an overlay at the bottom
of the screen and the call to
action is to expand the ad unit to
learn more.
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Mobile Ad Networks
Getting Access to a Publisher’s Unsold Inventory
• When an advertiser has “unsold”
advertising inventory, it goes to
auction where advertisers can
bid on this inventory in real-time
(RTB = real time bidding).
• There are over 400 ad networks
that are dedicated to advertising
inventory through mobile
applications and mobile
browsers.
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Case Study
Using Location Based Strategies to Increase
Awareness and Store Visits
The eight-day campaign yielded
over 13,000 visitors to the
website – more than half from
mobile – with a print and digital
strategy, including mobile ads.
The client maintained profits
year-over-year and grew its
consumer database, including
valuable data to help retarget
those consumers the following
year.
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Display Ads Drive Searches for Brand
Targeted Ads, Remessaging Lend Greater Bump
Display strategies contribute to a lift in search activity for a brand. After seeing a
display ad, the viewer is more likely than average to do a search for that particular
brand or related products.
Relative lift in site visitation and trademark search
within four weeks of exposure by placement strategy
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What is Search Marketing?
Search Marketing is the process of gaining
traffic and visibility from search engines
through both paid and unpaid efforts.
This is the umbrella term that covers
Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) –
sometimes called Pay Per Click (PPC)
Advertising
SEO: a marketing tactic used to help gain
visibility within a search engine’s natural, or
“free” listings.
SEM: another marketing tactic used to help
gain visibility through paid listings (i.e. ads).
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SEO & SEM: Better Together
Utilizing SEO & SEM
together can generate a
34% increase in CTR (i.e.
traffic to your website).*
ACTION
DESIRE
INTEREST
AWARENESS
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Benefits of Search Engine
Optimization (SEO)
• Increases your visibility within search engines
• Builds overall strength of your brand and trust with search engine users
• Drives active buyers to your site
• Increases your ROI (maybe the best ROI of any marketing tactic) and can be an
extremely cost effective tactic
Sites that rank first organically receive
of Google’s total traffic share, on average.
31%
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Anatomy of a Web Page
Main Page Elements
• Title Tag
• Meta Description Tag
• H1 Tag
• ALT Image Tag
• Image File Name
Page Title: Chocolate Donuts | Mary’s Bakery
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Benefits of Search Engine Marketing
• Improves conversion rates
• Attracts in-market customers
• Makes the most of your budget
• Consolidated reporting
• Trackable interactions
• Custom SEM ads and landing pages
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Components of an SEM Campaign
• Main Components
– Keywords
– Ad Text
– Landing Page
Give them what you promised
LEAD BAIT OR PRODUCT
Illustrate how valuable you are
LANDING PAGE
Show them what they are looking for
AD
Buy only highly relevant traffic
KEYWORD
INTENT MATCH
MESSAGE MATCH
VALUE MATCH
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Components of an SEM Campaign
Campaign
Shoes
Running
Light running
shoes
Long
distance
running shoe
Hiking
Hiking shoes
Mesh hiking
shoes
Ad Group
Keywords
Ad Text Lightweight Running Shoes
Must Have Lightweight Running Shoes
Try Them on Today. On Sale Now.
Sale on Hiking Shoes
Try on New Hiking Shoes. Perfect
For Your Next Hike. On Sale Now.
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Remessaging Ads
YOUR AD
2. THEY LEAVE YOUR
SITE AND GO TO OTHERS
3. THEY SEE
YOUR AD
4. THEY CLICK ON YOUR
AND RETURN TO YOUR SITE
1. VISITORS ENTER
YOUR SITE
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Contact Us
• Ashlee Garrett
agarrett@oregonian.com
• Kevin Bekker
kbekker@oregonian.com
• Jimmy Bogroff
jbogroff@oregonian.com
• John McPhee
jmcphee@oregonian.com
• Marco Tosoni
mtosoni@oregonian.com
• Allen Gebarowski
agebarowski@oregonian.com
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Sources
3. Source: 1. comScore, OREGONLIVE, total U.S., November
2014; 2. Scarborough 2014 R2; Base: Portland DMA/NDM;
Target: Read The Oregonian (daily in past five days or Sunday in
past 30 days) or OregonLive (past 30 days).
5. comScore, MediaMetrix, Multi-Platform, August 2014
7. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011;
http://www.kamcity.com/library/download/IRI/IRIWinning
thefirstmomentoftruth.pdf
8. https://www.thinkwithgoogle.com/articles/zmot-why-it-
matters-now-more-than-ever.html
9. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011; http://www.internetlivestats.com/google-search-
statistics.
10. Google/Shopper Sciences, Zero Moment of Truth macro
Study, U.S., April 2011.
11. Based on 2012 Google/Compete Retail Furniture Study, U.S.
12. http://www.statisticbrain.com/number-of-american-adults-
who-cant-read
13. Based on 2012 Google/Compete Retail Furniture Study, U.S.
23. Google Reaching Today’s Boomers and Seniors Online, March
2013
24. U.S. Commerce Department via “E-commerce speeds up, kits
record high of retail sales,” MarketWatch.com.
28. “Smartphone Users and Penetration Worldwide2012-2017,”
eMarketer, Dec. 2013.
29. http://www.businessinsider.com/verizon-vs-att-sprint-tmobile-
carrier-data-plan-pricing-2014-9;
30. http://thenextweb.com/google/2014/09/29/google-
announces-new-mobile-focused-display-ad-formats-rolling-coming-
months/
31. http://gulyani.com/complete-list-of-mobile-ad-networks-
companies
32. https://www.apple.com/v/watch/c/overview/
images/connect_large.jpg
33. https://nest.com
34. http://www.liveintent.com/news/advertising-strategy/email-
marketing-isnt-just-about-sending-email
35. http://technori.com/2012/11/2808-responsive-web-design-
the-next-mobile-mega-trend
39. “When Money Moves to Digital, Where Should It Go?”
comScore, 2010.
44. Search Engine Watch, “SEO and PPC Need to Stop Being
Enemies,” Sept. 10, 2014; *Search Engine Watch: “Google: Paid
Search Ads with Associated Organic Result Have Higher CTR”
45. Search Engine Land, How Ads Influence Organic CTR on
Google, 2014
47. MOZ
