The document provides an overview of the evolution of advertising, covering both traditional methods like print, radio, outdoor, and television, and digital methods such as online display, mobile, email, and social media advertising. It highlights the advantages of digital advertising, including targeted approaches and lower costs, while also acknowledging the continuing relevance of traditional methods. Key trends include growing video engagement and the importance of selecting the right channels based on business objectives.

1. THE RECENT EVOLUTION
OF ADVERTISING
J.G. Wolfe
May 17, 2016

2. Evolution of Advertising: Overview
What we will cover:
‘Traditional’ Advertising Methods
Digital Advertising Methods
Trends to Watch

3. ‘TRADITIONAL’ FORMS
OF ADVERTISING

4. THE BIG FOUR
PRINT
RADIO
OUTDOOR
TELEVISION

5. TELEVISION
Cable
Can targeted geographically & specific programming
Does not reach broadcast network channels
Broadcast
Larger audience, broad viewer reach
Typically slightly higher cost

6. RADIO
Reach and frequency medium
Targeted based on station format and listenership
demographics

7. PRINT
Good for image-building and message recall
Typically older demographic, esp. newspaper

8. OUTDOOR
Geographically-specific mass medium
Good for brand, reminder or directional messaging

9. DIGITAL ADVERTISING CHANNELS

10. DIFFERENCES IN DIGITAL ADVERTISING
More targeted than traditional
Lower production costs
More reporting about user interaction
High level of competition; potentially less
attention-getting

11. ONLINE DISPLAY ADVERTISING
Visual banner or interactive ads on a site
Can be placed on a specific site
• Cost related to number of views
Can be placed among millions of sites via the
Google ad network, targeted by keyword
• Cost related to number of ad clicks
Metrics and analytics
reporting provided

12. MOBILE ADVERTISING
Can be a component of display advertising,
translating those same ads for mobile viewing
Can also create an app-specific
campaign, targeting audiences
based on user interests
Pay per click system

13. ONLINE SEARCH ADS
Appear in the top or sidebar of search results pages
Keyword association
Pay per click

14. EMAIL MARKETING
Mass messaging managed via Email Service
Providers (ESPs)
Must abide by CAN-SPAM laws
Send to those expecting,
don’t purchase lists
Provide an opt-out
Detailed activity reporting and
benchmarking provided

15. VIDEO ADS
Most common channel is YouTube
Two main types: Pre-roll video and graphic/text
overlay ads
Pay per click

16. SOCIAL MEDIA ADVERTISING
Facebook
Can target by geography, demographics, keywords
& interests – also FB users whose email you have
Two kinds: ‘sponsored’ sidebar ads and post ads
Pay per click

17. SOCIAL MEDIA ADVERTISING
Twitter
Can target by geography, demographics, keywords
& interests – also by users similar to yours
Take the format of ‘promoted’ tweets
Pay per click

18. TRENDS TO WATCH

19. Spend By Channel Over Time

20. Mobile Device Use

21. Mobile Device Use

22. Video Engagement
By 2018 69% of all internet traffic will be video
Every minute, 48 hours of video are being uploaded
to YouTube
Video ads have highest click through rate of all
digital channels

23. CONCLUSIONS

24. IMPRESSIONS OF TRADITIONAL AD AGENCY

25. IMPRESSIONS OF DIGITAL AD AGENCY

26. WHAT A REAL AD AGENCY LOOKS LIKE

27. TAKEAWAYS
‘Traditional’ advertising methods are not dead
‘Digital’ is not a fad, but also isn’t a silver bullet
A mix of appropriate channels and tactics will
maximize effectiveness
Selecting the right advertising channels
depends strictly on business objectives and
audience definition

28. J.G. Wolfe
jg@reubenrink.com
reubenrink.com
Thank You!