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The Darwin Approach to Digital Advertising: Adapt to the Environment

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Off Madison Ave
Off Madison Ave

Roger Hurni, Chief Creative Officer and Managing Partner at Off Madison Ave presents to Digital Summit Phoenix on why getting a sale isn’t a digital ad strategy. Brands need to create relevant advertising communication throughout the entire customer engagement.

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The Darwin approach to digital advertising: Adapt to the environment.
Roger Hurni! Managing Partner/Chief Creative Officer
 Off Madison Ave @RogerHurni
3
4
76% of marketing executives admit to not using behavioral data. 5 0 25 50 75 100 Not Using Behavioral Data Using Behavioral Data
13% of marketers pushing segmented data and measuring results. 6 0 25 50 75 100 Using Segmented Data Not Using Segmented Data
7
! ! ! ! ! Getting a sale isn’t a digital ad strategy. 8
! ! ! ! ! Create relevant advertising communication throughout the entire customer engagement. 9
10 SalesBranding Informative
11 Sales Branding Informative
! ! ! ! ! Segmented Ad Experiences 12
13 Talking! to friends Thinking! about a trip Researching Creating an itinerary In trip! planning Sharing an experience Adapting to changes
14 Newspaper! Magazine! Local Sites! Out of Home! Television! Social Media Search! Travel Niche! Behavioral! Social Media Arizona Guide! Advertorial! Sponsored Content OTA! Conquest! Search Email Nurture! Search! API Open Table! TripAdvisor! Travelzoo! Social Media Email! Forward! to a Friend! Banner Email Nurture! Search! TripAdvisor! Travelzoo! Social Media
15 Share your story
Planning
Inspiration
Intent
Pre-booking
Post Booking
Re-engagement
! ! ! ! ! A digital ad strategy isn’t made up of one big campaign executed everywhere. 22
! ! ! ! ! It’s lots of small campaigns that change over time as audiences interact with them. 23
! ! ! ! ! Thank You. 24

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