Marketers have been seduced by digital marketing. This presentation highlights facts about non-human traffic on the Internet and the rise of ad blocking and ad fraud. It also provides compelling information on why traditional media still has a role to play, particularly in regional areas and with the over 45 demographic.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
People play, people talk? Organic Adoption and Word-of-Mouth on MobileJulian Runge
Customers not coming from paid marketing are key for marketability of apps in light of the struggle to keep customer lifetime value above customer acquisition cost. Unfortunately, data on these 'organic' users is sparse. It is mostly unknown why they download an app. Did they hear about it through family and friends (word-of-mouth)? Did they discover it on the App/Play Store? Did they watch a TV ad? Do they know your brand and searched for it? This talk investigates organic traffic in mobile games using data of the Berlin-based game developer Wooga. It introduces word-of-mouth as a key driver of adoption in the app ecosystem by presenting unique in-app survey results. It extends these with quantitative analysis and finally provides a synopsis by sketching a framework of the drivers of word-of-mouth for mobile apps.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
People play, people talk? Organic Adoption and Word-of-Mouth on MobileJulian Runge
Customers not coming from paid marketing are key for marketability of apps in light of the struggle to keep customer lifetime value above customer acquisition cost. Unfortunately, data on these 'organic' users is sparse. It is mostly unknown why they download an app. Did they hear about it through family and friends (word-of-mouth)? Did they discover it on the App/Play Store? Did they watch a TV ad? Do they know your brand and searched for it? This talk investigates organic traffic in mobile games using data of the Berlin-based game developer Wooga. It introduces word-of-mouth as a key driver of adoption in the app ecosystem by presenting unique in-app survey results. It extends these with quantitative analysis and finally provides a synopsis by sketching a framework of the drivers of word-of-mouth for mobile apps.
Lenovo, the marketer of ThinkPad computers, has recently transformed from a global #4 PC player to global #2, with significant contributions from global eCommerce. The ThinkPad brand has expanded globally and has harnessed the power of crowdsourcing and social engagement in an authentic way. Lenovo's Ajit Sivadasan presents key insights and lessons learned that marketers can take back to their organizations.
Let’s Start The Conversation - March 24, 2009Marc Nathan
Presentation to CEO's of successful companies about the use of internet marketing in the their business. It covers social networks, social media and tips for using them properly. This presentation was put together as a last minute substitute for the original speaker, Gene McCubbin, the CEO of http:/www.poplabs.com
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
The future is digital. Marketers, retailers, developers and managers must transform the world of the digital age.
The first step in the digital transformation is the orientation in which we understand the digital only as an opportunity, to be more efficient and to build lasting relationships with users.
The digital world is full of novelty and hype, so it is essential to first understand the basic principles of the digital world such as. interaction, personalization, analytics and automation, through which we may provide a new and lasting value to the business.
Mobile West Africa 2014 Keynote - Stressing the Relevance of Mobile Marketing...Sunkanmi Ola
The increasing relevance of mobile marketing must not be overlooked for ROI maximization.
- The Future Of West African Marketing In Perspective
- Why You Need To Focus On The Right Metrics To Achieve Your Objectives
Silicon cape (sponsored by Cell C) 2011 - JanBrandsEye
At the first Silicon Cape Initiative event of 2011 Cell C was the main sponsor. This presentation provides some high level data about the event itself.
Behind the Scenes: How the Entertainment Industry is Tapping into SocialClosed
Social channels have quickly become an extension of a brand’s image, product and voice — and for good reason. Today’s digital audiences expect to engage with brands on a more personal level, and in the Entertainment Industry, that engagement is at all times, on all devices, and on all networks.
This presentation goes over how Entertainment brands are using social media in their marketing campaigns. Learn:
- How social is used to instill excitement in a fan base
- Ways to drive business results for film, TV, and gaming
- Methods for reaching your audience at moments that most influence their decisions
- Successful campaigns from some of the biggest entertainment brands
Digitally curious? YOU can be digitally fabulous!cherylannsmith
Amasa2014 july digital workshop slideshare. Digital is beyond impressions, clicks and CTR. It's about impact, making a difference to your community and building relationships. This presentation aims to give you the background on some statistics, the channels and questions to ask so that you can start being remarkable and less average.
Jocelyn Smith, CEO and Founding Partner of infinitee Communications, Inc., shatters the status quo of when to start marketing a new development. Learn how branding your property early and branding it right gets you leasing results while also building customer loyalty, ultimately effecting that all-important return on your investment.
From investors to developers and everyone in between, this message is for you. Being 100% leased by grand opening is half the battle. The moment you break ground, the chatter starts. The right messaging mix, the right platforms, the right leverage and the right positioning is key to capitalizing on that anticipation and controlling the conversation.
Lenovo, the marketer of ThinkPad computers, has recently transformed from a global #4 PC player to global #2, with significant contributions from global eCommerce. The ThinkPad brand has expanded globally and has harnessed the power of crowdsourcing and social engagement in an authentic way. Lenovo's Ajit Sivadasan presents key insights and lessons learned that marketers can take back to their organizations.
Let’s Start The Conversation - March 24, 2009Marc Nathan
Presentation to CEO's of successful companies about the use of internet marketing in the their business. It covers social networks, social media and tips for using them properly. This presentation was put together as a last minute substitute for the original speaker, Gene McCubbin, the CEO of http:/www.poplabs.com
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
The future is digital. Marketers, retailers, developers and managers must transform the world of the digital age.
The first step in the digital transformation is the orientation in which we understand the digital only as an opportunity, to be more efficient and to build lasting relationships with users.
The digital world is full of novelty and hype, so it is essential to first understand the basic principles of the digital world such as. interaction, personalization, analytics and automation, through which we may provide a new and lasting value to the business.
Mobile West Africa 2014 Keynote - Stressing the Relevance of Mobile Marketing...Sunkanmi Ola
The increasing relevance of mobile marketing must not be overlooked for ROI maximization.
- The Future Of West African Marketing In Perspective
- Why You Need To Focus On The Right Metrics To Achieve Your Objectives
Silicon cape (sponsored by Cell C) 2011 - JanBrandsEye
At the first Silicon Cape Initiative event of 2011 Cell C was the main sponsor. This presentation provides some high level data about the event itself.
Behind the Scenes: How the Entertainment Industry is Tapping into SocialClosed
Social channels have quickly become an extension of a brand’s image, product and voice — and for good reason. Today’s digital audiences expect to engage with brands on a more personal level, and in the Entertainment Industry, that engagement is at all times, on all devices, and on all networks.
This presentation goes over how Entertainment brands are using social media in their marketing campaigns. Learn:
- How social is used to instill excitement in a fan base
- Ways to drive business results for film, TV, and gaming
- Methods for reaching your audience at moments that most influence their decisions
- Successful campaigns from some of the biggest entertainment brands
Digitally curious? YOU can be digitally fabulous!cherylannsmith
Amasa2014 july digital workshop slideshare. Digital is beyond impressions, clicks and CTR. It's about impact, making a difference to your community and building relationships. This presentation aims to give you the background on some statistics, the channels and questions to ask so that you can start being remarkable and less average.
Jocelyn Smith, CEO and Founding Partner of infinitee Communications, Inc., shatters the status quo of when to start marketing a new development. Learn how branding your property early and branding it right gets you leasing results while also building customer loyalty, ultimately effecting that all-important return on your investment.
From investors to developers and everyone in between, this message is for you. Being 100% leased by grand opening is half the battle. The moment you break ground, the chatter starts. The right messaging mix, the right platforms, the right leverage and the right positioning is key to capitalizing on that anticipation and controlling the conversation.
Advertising Trends in Digital and Traditional Media Channels Can J. Ogan
The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.
AD Fraud and AD Blockers have been the biggest threat for Digital Advertising industry. The whitepaper discusses 9mediaOnline's initiatives to tackle the threats.
In 2016, mobile advertising spend will exceed $100B globally! It's now more important than ever for marketers to understand the impact mobile is having on our global economy. In this report, we dive into the major elements of the digital marketplace, as well as the factors driving the year's biggest mobile trends.
5 Ways Digital Advertising is Growing Up (Finally!)The Archer Group
As the online banner ad has just become old enough to drink, developments in measurement, standardization, and targeting have given brands the right tools to responsibly mature the way digital advertising is assessed. With display advertising spend overtaking that of search for the first time ever in 2016, these advancements couldn’t come at a better time for marketers. In this presentation, Ryan Hurley, Archer’s Director of Performance Marketing, will address how brands can make the most of their advertising, embracing both action and accountability across the digital landscape.
The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
Presentation by Caroline H. Little, President and CEO, Newspaper Association of America, USA, given at the 66th World Newspaper Congress on Wednesday, 11 June 2014, during the closing session explaining the current U.S. Media Market situation.
Cette étude est basée sur l’analyse de données issues de la plateforme Turn qui prend tous les jours plus de 50 milliards de décisions publicitaires (enchères en ligne) et analyse plus de 1,5 trillions d’attributs clients anonymes et fournit un accès instantané à des milliards d’impressions publicitaires.
As part of the Connection Strategy work I do at Huge, I've written a few documents that outline my point of view on how brands can engage people more effectively. This particular doc got a lot of traction when I wrote the first version several years ago, so i figured I'd share it. I've updated the charts to reflect most recent data. My background in comms planning and media helps provide some context for this approach - which proposes a theory that scaled communication, if planned properly by integrated teams, can come from highly creative, high-touch consumer experiences instead of replying on the conventional paid commercial advertising approach. This approach is now viable thanks to a few emergent factors:
Technology has fundamentally shifted the media landscape, and our behavior within it. The demographic composition of the country is changing - with that, consumer attitudes, values and behaviors are evolving, and our relationships with brands are deepening; the age of the customer. Audiences are also outsmarting agencies and brands: filtering, avoiding, and blocking brand advertising. This means advertising reach, scale and impression tonnage are becoming less relevant - suggesting that conventional advertising is no longer the effective marketing lever it once was. Moreover, people are now willing to participate with brands via genuine, opt-in, high-touch experiences, made possible thanks to adoption of technology, bandwidth ubiquity and connected data. Such experiences become marketing assets in and of themselves, amplified by communication, replacing commercial ad-tonnage.
To achieve this type of work, you need truly integrated disciplines that can build for the entire ecosystem; from products, technology, editorial, production, experiences, data, measurement and so on. If you're interested in doing this type of work, or if you'd like me to do a talk, then drop me an email.
Global Trust in Advertising Report by NielsenVictor Kong
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? A recent Nielsen global online survey discussed the trust levels across earned, owned and paid advertising formats, but effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Nielsen Consumer Neuroscience research shows that highly successful ads score well on three dimensions: attention, conversion to long-term memory and emotional engagement. So how can marketers ensure that their ads stand out on these factors? In Nielsen’s latest Global Trust in Advertising Survey, we asked 30,000 online consumers which advertising themes are most impactful. The findings shine light on the types of messages they most enjoy—and not surprisingly, they often differ by region and generation.
Courtesy of Nielsen
Chiefgood is a network of charities, volunteers, and ad space. Charities get unprecedented exposure by converging modern ad technology, crowd-sourcing platform, and the unique accessibility of online ad inventory. Visit us at http://www.chiefgood.org
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Search Engine Marketing - Competitor and Keyword research
Has the needle swung too far? The perils of putting all your eggs in a digital marketing basket.
1. HAS THE NEEDLE SWUNG
TOO FAR?
The perils of putting all your eggs in a digital marketing basket
2. THE DIGITAL SEDUCTION
• We’ve all been seduced by digital right?
• Faster
• Cheaper
• Infinitely Measurable
• And our leadership teams have gradually followed suit
• More budget moved to digital
• Emergence of specialist digital marketing roles
• Spend on Internet advertising is growing at 14% a year.
And in 2016 global Internet advertising revenue will surpass TV advertising.
… it’s the cool stuff!
* Source: PwC’s Global Entertainment and Media Outlook 2016-2020.
3. BUT ARE WE PAYING ENOUGH
ATTENTION?
Fraud long has been known to be one of the most troublesome
issues on the Internet, with digital advertising increasingly one of its
prime victims.
The Association of National Advertisers (ANA) in late 2015
estimated that marketers will waste as much as $7 billion
globally in 2016, buying online advertisements that people do not
see.
4. 36% OF TRAFFIC IS NON-HUMAN
The Good News
- Non-Human Traffic
(NHT) is generally
low on premium
publisher sites.
- Global real-time
bidding exchanges
have some of the
worst rates of NHT.
5. MORE THAN HALF OF DIGITAL ADS
WORLDWIDE STILL DON’T HAVE THE
OPPORTUNITY TO BE SEEN
Robots, ad fraud and ads
below the fold all contribute to
viewability rates of around a
dismal 45%*.
Source - What you need to know about ad viewability, cmo.com.au, 21 April 2016
6. TOP TIPS FOR AVOIDING
NON-HUMAN TRAFFIC
• Discuss viewability targets (cost-per-viewable
impression) rather than just impressions with your
media agency.
• Pay careful attention to your Google Analytics
• What location is your traffic coming from?
• Who are your top 20 referral sites?
• Get assistance to remove non-human traffic from your
analytics.
• Ensure your adwords and social settings are highly
targeted to the audience you’re trying to reach.
7. THE SCARY FACTS ABOUT AD
BLOCKING
Source: AD BLOCKERS: A CHANGE IN POWER IN THE DIGITAL ADVERTISING ECOSYSTEM? – First Digital, October 2015
A recent report by Pagefair
states that more than
200M people globally use
ad blockers and they
estimate the cost of ad
blocking will be US $41.4B
in 2016.
8. YOUNG MALES ARE MOST LIKELY TO
USE AD BLOCKERS
Source: Signal.co
9. MOBILE AD BLOCKING ROSE 90%
LAST YEAR
• 1 in 5 smartphone users are
now using ad blocking software
(420 million people worldwide).
• They are especially popular in
emerging markets like China
(159M), India (122M), and
Indonesia (38M).
Source: theverge.com, May 2016
10. “Ad blocking could be viewed
as a ‘call to creativity’ for the digital
industry”
- Julie Cupitt, Manager, Deloitte Digital
17. REGIONAL KIWIS ARE MORE LIKELY TO
BE INFLUENCED BY NEWSPAPERS
65%
69% 73%
68%
44% 43% 47%
37%
27% 26% 28% 24%
0%
20%
40%
60%
80%
100%
Talk about an ad Consider buying
something
Decide where to buy Actually buy from
Newspapers Television Radio
Source: Nielsen CMI Fused Q1 15 – Q4 15 Feb TV/Online. Base all people 25 – 69 living outside Auckland/Wellington/Christchurch
19. ADVERTISING - ANNOYING OR
USEFUL?
9% 10%
18%
26%
31%
54%
13%
26%
13% 14% 11%
22%
Magazines Newspapers NZ newspaper
websites or
APPS
Radio Social Media TV
Annoying Useful
Newspaper advertising is the most useful and less annoying. TV advertising
is the most annoying and advertising through social media is the least
useful for people living in the regions.
Source: Nielsen, online survey, sample n= 876
Base: All People aged 25-69 years
21. DAY OF INFLUENCE RESULTS
“The results of this campaign
completely surpassed our
expectations, with smoke
alarm sales increasing by a
whopping 2900% in the week
following the campaign. Every
working smoke alarm saves
lives so we’re delighted with
the results and will continue
to leverage the power of news
media for future campaigns.”
- Caroline Rosanowski, External Communications Manager, NZ Fire
Service
23. KEY TAKEAWAY #1
Embrace digital advertising with your eyes wide open –
challenge your agencies and publishers on viewability and
what they’re doing to screen out non-human traffic.
24. KEY TAKEAWAY #2
Scrutinise your analytics – seek assistance if necessary to
remove non-human traffic that could be skewing your
results.
25. KEY TAKEAWAY #3
Remember to include traditional media in the mix –
particularly when you’re targeting the Over 45s and
Regional New Zealand (not everybody is like you).
26. KEY TAKEAWAY #4
Consider the occasion that your advertising is interrupting
– is your audience snacking or indulging - and tailor your
creative accordingly.
27. KEY TAKEAWAY #5
Keep an eye on the ad-blocking issue and experiment with
branded content to ensure you’re reaching the eye balls
you’re after.
28. THANK YOU
Diane Hannay
Head of Marketing, News Works
newsworksnz.co.nz
nz.linkedin.com/in/dianehannay
@dianehannay
Editor's Notes
Marketers have rejoiced that we can now go to our leaders and board with measurable results – gone are the days of debating whether a campaign worked or not!
Whilst I’m a huge digital advocate, I’m increasingly concerned that too many marketers have the blinkers on.
The IAB estimates 36% of internet traffic is non-human. Scary stat!
There is good non-human traffic within this number.
Google Spiders
Price Spy bots that find you the best price
Theta have a bot to enter their prize draw!
More than half the world’s digital ads don’t have the opportunity to be seen.
This means your budget is being wasted on impressions that are never seen by real people.
Programmatic is more susceptible to ad fraud, as are high value video ads.
So these are the bad bots –
they’re clicking on your ads
visiting your site, putting items in your shopping baskets, filling out forms
Agencies are increasingly coming under pressure, with some advertisers now seeking guaranteed minimum viewability levels rather than the traditional cost per impression measure.
Who has an ad-blocker installed on one or more of your devices? Please tell us on slido.
Its risen sharply in the last 2 years. The global estimate is 200M people globally.
In NZ the estimate for ad-blocking penetration is up to 22%. My buddy who runs a tech forum in NZ tells me he’s over 40%.
Many of you will have noticed the explosion of branded content recently as we try and find ways to out-wit the blockers.
So young men in the 18-29 age group are most likely to be using ad-blockers.
We also know that people on high incomes are more likely to use ad blockers, as are particular industry verticals, like gaming and technology.
And while it used to be a desk top issue – its increasingly becoming a mobile issue as people become more protective of their screen space.
Ad blocking is especially prevalent in emerging markets like China and India – but the drift here is inevitable.
And the reason China and India are blocking – the ads are using more data and taking longer to load than the news content itself.
Put nicely by Deloitte Digital …
So come on guys, we can do better with our digital advertising!
Just because you can do annoying takeovers, doesn’t mean you should … consider the customer experience on the end of that device.
Video – ‘It’s Not a News Story!’
So with that in mind, does traditional media still have a role to play?
Of course! And in some audience segments more than others.
We recently partnered with Colmar on a NZ study of the Over 45s demographic. Surveyed over 1,500 people and found they still have a love for traditional media.
And what’s more Newspapers and TV are still central to planning purchases for this segment.
Especially in cars, events and grocery.
They do have their digital devices, but their buying behaviour is driven from traditional media.
This week!
Obsessed with Instagram and Snapchat … millennials
But there’s a whole wealthy generation of over 45s …. With a disposable spend in excess of $23B a year in NZ.
If you haven’t got a product or service that targets this audience – then you might be missing an opportunity.
Lets consider the occasion for choosing a print or digital edition of the news.
They serve two very different needs.
Online’s a quick check – FOMO. The waiting room, the traffic lights, first thing in the morning, last thing at night.
Print is much more about quiet relaxation – delving into the opinion pieces and long form content.
Consider frame of mind
We live in busy times, so we thought this relaxation theme was interesting –
“Its time to myself – its like having a do not disturb sign up”
“My husband and I have breakfast in bed every Saturday with the newspaper. It’s the highlight of my week.”
High levels of engagement and emotional attachment.
Next up we partnered with Nielsen to study Regional NZ. We did a deep dive into New Plymouth, BOP and Otago to uncover how they felt about media.
The newspaper in regional NZ is still really influential when people are deciding where to buy. They love the local connection.
Considerably more influential than TV and Radio. But I’ll let them tell you in their own words …
In a recent study we asked Regional New Zealanders what advertising they found useful and what they found annoying.
Lot of talk about social media today.
Interesting that its seen as the least useful
Just because you’re shopping for yoga pants – doesn’t mean you necessarily want to lose 20 pounds in 2 weeks!
People like Control – no control on line – it interrupts.
In June this year we ran the Day of Influence.
Initiative to support the NZ Fire Service to get more smoke alarms into homes.
Shameless plug for FCB
So this was a great example of combining both traditional and digital news media to drive purchase and behaviour.
We used local families with real local fires … so it really resonated with kiwis around NZ.
The full case study is available on our website if you’d like to read more.