A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
What is Paid Search Advertising?
Paid search advertising with Google Ads is among the most effective channels in modern marketing. However, you can only reap the rewards when you understand what you are doing.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
Ravi digital is a top digital marketing agency in Bangalore.We will provide services like SEO Services,Social Media Marketing Services,PPC Services,Facebook Marketing,Email Marketing and Affiliate Marketing.
Ravi Digital l Digital Marketing Service l PPC l Digital Marketing Service In Bangalore l SEO l SMM
Digital Marketing Services In Bangalore l Digital Marketing Slide share l Digital Marketing Slide show l Digital Marketing in Bangalore l Digital Marketing Ravi Kumar
This Presentation is all about Digital marketing and all modules of digital marketing. Modules of digital marketing are SEO, SEM, Email Marketing, Video Marketing, Content Marketing, Affiliate Marketing, Social Media Marketing.
Pay Per Click Advertising Presentation will be discuss PPC is one of the most effective feature of internet marketing. PPC is considered as effective tool of advertising as it helps in turning traffic towards online portal.
In order to make display of advertisement search engine is utilised.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
The widening scope of digital marketing has increased the demand for digital marketing courses. Digital Marketing Guru is a top digital marketing institute in Pune. We are a leading provider of the digital marketing courses in Pune. We, at Digital Marketing Guru, open doors for a wide array of career opportunities in the field and help you grow into digital professionals. We offer a wide range of digital marketing courses and certification programs to help you gain professional skills. Learn digital marketing strategies and enter the digital marketing world with confidence. We assist you in building the fundamental base to convert your passion into your core profession.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
Social Media Marketing Trends to Follow in 2023Arik Hanson
“What social media trends should I keep my eye on in the coming year?” It’s a question on all our minds heading into 2023. In this 50+ minute presentation, Arik shares 10 social media trends he thinks will emerge—based on research, data and real-world examples. Now in his 6th year of giving this presentation, this prezo will give you some fresh ideas and approaches to chew on that you can integrate into your plans for 2023.
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
What is Paid Search Advertising?
Paid search advertising with Google Ads is among the most effective channels in modern marketing. However, you can only reap the rewards when you understand what you are doing.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
Ravi digital is a top digital marketing agency in Bangalore.We will provide services like SEO Services,Social Media Marketing Services,PPC Services,Facebook Marketing,Email Marketing and Affiliate Marketing.
Ravi Digital l Digital Marketing Service l PPC l Digital Marketing Service In Bangalore l SEO l SMM
Digital Marketing Services In Bangalore l Digital Marketing Slide share l Digital Marketing Slide show l Digital Marketing in Bangalore l Digital Marketing Ravi Kumar
This Presentation is all about Digital marketing and all modules of digital marketing. Modules of digital marketing are SEO, SEM, Email Marketing, Video Marketing, Content Marketing, Affiliate Marketing, Social Media Marketing.
Pay Per Click Advertising Presentation will be discuss PPC is one of the most effective feature of internet marketing. PPC is considered as effective tool of advertising as it helps in turning traffic towards online portal.
In order to make display of advertisement search engine is utilised.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
The widening scope of digital marketing has increased the demand for digital marketing courses. Digital Marketing Guru is a top digital marketing institute in Pune. We are a leading provider of the digital marketing courses in Pune. We, at Digital Marketing Guru, open doors for a wide array of career opportunities in the field and help you grow into digital professionals. We offer a wide range of digital marketing courses and certification programs to help you gain professional skills. Learn digital marketing strategies and enter the digital marketing world with confidence. We assist you in building the fundamental base to convert your passion into your core profession.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
Social Media Marketing Trends to Follow in 2023Arik Hanson
“What social media trends should I keep my eye on in the coming year?” It’s a question on all our minds heading into 2023. In this 50+ minute presentation, Arik shares 10 social media trends he thinks will emerge—based on research, data and real-world examples. Now in his 6th year of giving this presentation, this prezo will give you some fresh ideas and approaches to chew on that you can integrate into your plans for 2023.
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
"Ad Fraud: Beyond Botnets" - Jason Shaw, Integral Ad ScienceAd Exchanger
Over the past couple of years, the industry has gradually awakened to the reality of widespread bot activity defrauding advertisers and devaluing inventory. Solutions have sprung up focused on hunting down and stopping these botnets, but ad fraud does not stop there. In this presentation, Jason Shaw, head of the Integral Ad Science Anti-Fraud Lab, will explore ad fraud beyond botnets, and discuss how to prevent susceptibility in the future.
Jason Shaw, Director of Data Science, Integral Ad Science
Digital ad fraud has not only NOT gone down; it has actually gone up in certain cases. There are some improvements when companies make special efforts. Ad blocking is also emerging as a threat.
Esitys on toteutettu Digitaalisuudella ja prosessien hallinnalla tuottavuuteen –hankkeessa (1.1.2016 – 31.12.2017). Mikkelin ammattikorkeakoulun (1.1.2017 alkaen Kaakkois-Suomen ammattikorkeakoulu, Xamk) hanketta rahoittaa Etelä-Savon elinkeino-, liikenne- ja ympäristökeskus Euroopan sosiaalirahastosta.
The value of being seen : a guide to digital advertising viewability - Turn -...Romain Fonnier
What’s hard to understand about advertisers wanting ads to be seen by real live consumers?
At first blush, it seems so simple: viewable ads reassure advertisers that their ads are delivered in-view (that is, on an active page or within frame). Yet, viewability does not guarantee that the end consumer will actually view the ad creative or engage with the message.
Successful digital advertising depends on a variety of factors -- including a nuanced understanding of what viewability is, when it matters, and how it fits into a broader campaign strategy.
BrandsLab Media Value Session 4 | Verification - Viewability, Fraud & Brand S...Ebiquity-NA
Ad fraud and viewability issues continue to plague the marketplace if left unmanaged, making ad verification vital to your brand dollars. In this session, out digital experts will go into the different steps you can take to protect your brand and also delve into how these verification issues intersect with programmatic.
This presentation covers the topic 'Digital Advertising' - a brief introduction, advantages and challenges facing it and throws light on the next in thing in digital advertising, that is mobile advertising. The presentation ends with some brief coverage on all the formats under mobile advertising.
A bird's eye view to digital marketing and advertising. An introduction to the world of digital media spends, basic terminology used, platforms, pros and cons of the platforms, etc.
Sosiaalisen median markkinoinnin prosessikuvaus ja miten somemarkkinointia budjetoidaan. Jonna Muurisen puheenvuoro Oulun Technopoliksen Business Breakfastissa 9.11.2016.
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
Entrepreneurship and Commerce in IT - 14 - Web Marketing CommunicationsSachintha Gunasena
This series in about the Entrepreneurial and E-Commerce opportunities and how to harness the power of Information Technology to improve or revolutionize business.
This session discusses about web marketing communications.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
An in-depth introduction to the largest and least understood Hispanic generational cohort: Hispanic Gen Z by leading crosscultural advertising agency Sensis.
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...Sensis
Sensis and ThinkNow presentation from the 2014 Multicultural Health National Conference in Atlanta, GA.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase 2 of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the ACA.
Sensis Hispanic Millennial Project Atlanta PresentationSensis
The Hispanic Millennial Project is an ambitious two-year research study of Hispanic Millennials and how they differ from non-Hispanic Millennials and Hispanics of other age groups. To date, we have released two volumes of findings from the study. These volumes cover a wide range of topics including Hispanic attitudes towards their Health and Healthcare, beliefs in the American dream, and their definitions of success.
In recognition of this vital and groundbreaking research, Sensis hosted an event in Atlanta, GA to discuss these first waves of results from our research.
Hispanic Millennial Project - Wave 1 Research PreviewSensis
The Hispanic Millennial Project is an innovative research initiative focused on U.S. Hispanic millennials. Our research looks at Hispanic millennials in comparison to non- Hispanic millennials as well as their older Hispanic (35+) counterparts. The Hispanic Millennial Project will tackle segmentation, points of tension, healthcare behavior, digital motivations and introduce new ways to think about Hispanic millennials that will be compelling to every brand, marketer.
The Hispanic Millennial Project is a joint research study developed by cross-cultural advertising agency Sensis and leading market research firm ThinkNow Research.
Hispanic In-store Mobile Experience - Chapter 1 PresentationSensis
“Chapter 1: Social Shopping” is the first of 3 planned reports that present our findings and recommendations. It addresses one of the more pronounced dimensions of Hispanic experience relative to the general market: the importance of social shopping, i.e. having shopping companions.
The Hispanic Persona Project SXSW Interactive 2012 Presentation Sensis
The Hispanic Persona Project provides innovative insights for marketers eager to tap the ever-expanding Hispanic population and its use of digital technology - Web, social media, mobile - to connect with family, friends and extended social circles. Hispanic marketers used customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Similarly, software developers and digital marketers used ethnographic research to create Personas to understand the behavior and motivations of “users” to create optimal user experiences. The session will present the results of a comprehensive primary research study combining Hispanic demographic segmentation with digital ethnographic research in the form of comprehensive digital Personas for the U.S. Hispanic consumer market. Multicultural and digital marketing thought leader José Villa will introduce attendees to 4 Hispanic Personas and facilitate a thoughtful discussion on Hispanic digital behavior.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
5. The basics
• Grew up here in LA…
– Proud graduate of Burbank High School
• Went to Harvard University for undergrad
– Majored in Economics and really missed the West Coast
• Worked as a management consultant after school
• Got an MBA from Wharton in Marketing &
Entrepreneurship
• I’ve lived in LA, Boston, Madrid, San Francisco,
Philadelphia, and New York
6. I’ve always been a serial entrepreneur
• Started my first business in 6th grade
• Built custom PCs in junior high
• Started Sensis (as Focus Multimedia)
the summer after graduating from
college
7. I didn’t plan to get into advertising
• Was more a tech geek than creative guy
• I sort of stumbled into this business
12. digital thinking
• Sensis was born as a Web
development agency 13 years
ago
• We have grown into a full-
service agency the last 6
years
• We build brands by making
them live digitally
• Digital is central to all we do
13. right person + right moment + right message
= Precision
• All marketing should be measured
• All our work starts with projections,
is measured by results, and
optimized based on data
14. empathy for “users”
• We don’t look at an
audience of “consumers”
• Because of technology,
users have the real
power
• Our role is to help our
clients participate in the
life experience of users
16. Digital advertising
Digital advertising refers to
any advertising delivered
through media connected to
the Internet.
17. The birth of online advertising
• The first SPAM email was sent in 1978 when a DEC
employee announced a new computer inviting
everyone with an ARPANET address on the west
coast to a reception)
• Computerized Bulletin Board System, the first BBS,
launched in 1978
• The first commercial online services, CompuServe
and the Source, were founded in 1979
18. The first online (service) ads
The IBM and Sears-run dial-up service Prodigy ran banner ad-
like ads as early as the mid-80’s
19. The birth of online advertising, cont.
• NCSA Mosaic released in 1993, leading to the rise of the
graphic, commercial Web
• Netscape Mozilla becomes the first commercial Web
browser in 1994
• October 25, 1994: the first banner ad runs on HotWired
• The IAB’s Ad Sizes Task Force releases the first real ad
standards in 2003
• March 13, 2006: Rocketboom runs the first video ad
25. POEM Defined
Media Type Definition Examples
Owned Media Channel a company owns. • Retail store
• Website
Company owns the impressions. • Mobile site
• Blog
• Facebook page
Paid Media A channel a company pays to • :30 sec TV spot
leverage. running on Super Bowl
• Web banner ads
Impressions you pay for. • Paid Search
Earned Media When customer, influencers, or • Newspaper article
the media become the channel. mention
• Word of mouth
Impressions not paid for. • Buzz
• “Viral” activity
27. Generic Online Ad Spending
Search
Portals
Top Publishers
Specialty Websites
Networks
Social Media,
Widgets, Mobile,
Virtual Worlds
28. Paid Search
• Ads that appear contextually via
search queries on the main search
engines
• Pay per click (PPC)
– Reverse-auction system - the higher
you bid, the higher your ad will likely
appear
– Relevance is also key
• Text only ads
– Ad titles are limited to 25 characters
– The two description lines limited to 35
characters and a display URL
31. Pricing
High
Branding Quality
CPM – cost per thousand impressions
– 100,000 impressions @ $10 CPM = $1,000
CPC – cost per click
– 200 clicks @ $5 CPC = $1,000
CPL – cost per lead
– 25 leads @ $40 CPL = $1,000
CPA – cost per acquisition
Direct Low
– 10 sales @ $100 CPA = $1,000
Response Quality
33
32. Banner formats - Display
• Static or animated
• Effective for both direct response and branding
33. Banner formats - Rich Media
• Overlays, expandable
banners, streamed
video
• Sophisticated online
advertising
• Aims to entertain
and engage user
34. Banner formats - Text Display
• Contextual social
– Facebook, YouTube,
LinkedIn ads
• Contextual mobile app
ads
– AdMob
36
35. Online Video
• Pre-rolls
– Ads appear before the content
– Best-performing
• Mid-rolls
– Ads appear during the content
– Many marketers are wary of the “interruption
factor”
• Post-rolls
– Ads appear after the content
– Post-roll often only performs at a 40% level
compared to the pre-roll
37
38. Email Metrics
• Bounce Rate (Delivery Rate)
– How many emails actually went to someone
• Open Rate
– How many emails were opened by the recipient
– Clicks / Impressions
• Click Rate
– How many clicks on links in the email
• Forward Rate
– How many people forwarded the email to friends
• Unsubscribe Rate
39. Offline Digital
• Digital Out-of-Home
– Display creative (banners)
would be leveraged across
DOOH platforms
• Digital Billboards
• Digital Display
– Coffee shops, supermarket
check-outs, gas stations
• In-store Video Advertising
– In-Store, Closed-Circuit
Television (Walmart TV,
Home Depot)
40. Offline/Online Integration
• Incorporating digital into traditional “offline”
media
– Integrate “Text for more info” call to action
• Radio
– Traffic updates
– Events
• Text, QR codes
– Retail Activations
• QR Codes
41. Ad Serving & Targeting
• Ad servers
– Place ads on websites
– Count impression/click/leads
– Enable targeting
– DART (DoubleClick), Atlas, 24/7 OAS, etc.
• Geotargeting
– Where will your ads be seen?
– Country, state, DMA, area code, zip code, etc.
• Other targeting
– Daypart, browser, bandwidth
42. Metrics and Measurement
• Impressions & Clicks
• CTR – click-thru rate
– How many of my ads got clicks?
– Clicks / Impressions
• eCPC – effective cost per click
– How much did each click cost me?
– (Impressions x CPM) / Clicks
• eCPL – effective cost per lead
– How much did each lead cost me?
– (Impressions x CPM) / Leads
44. Social Media
Social media
has created a
new form of
technology-
empowered
guerrilla
marketing
45. Word of Mouth
• The act of consumers providing information to other
consumers.
• Word of Mouth Marketing:
– Giving people a reason to talk about your products and
services, and making it easier for that conversation to take
place.
– The art and science of building active, mutually beneficial
consumer-to-consumer and consumer-to-marketer
communications.
46. Types of WOM Marketing
• Buzz Marketing: Using high-profile
entertainment or news to get people to talk
about your brand.
• Viral Marketing: Creating entertaining or
informative messages that are designed to
be passed along in an exponential fashion
• Community Marketing: Forming or
supporting niche communities that are
likely to share interests about the brand
(such as user groups, fan clubs, and
discussion forums)
47. Types of WOM Marketing (cont)
• Evangelist Marketing: Cultivating
evangelists, advocates, or volunteers who
are encouraged to take a leadership role in
actively spreading the word on your behalf.
• Product Seeding: Placing the right product
into the right hands at the right time,
providing information or samples to
influential individuals.
• Influencer Marketing: Identifying key
communities and opinion leaders who are
likely to talk about products and have the
ability to influence the opinions of others
48. Types of WOM Marketing (cont)
• Conversation Creation: Interesting or fun
advertising, emails, catch phrases, entertainment,
or promotions designed to start word of mouth
activity.
• Brand Blogging: Creating blogs and
participating in the blogosphere, in the spirit of
open, transparent communications; sharing
information of value that the blog community
may talk about.
• Referral Programs: Creating tools that enable
satisfied customers to refer their friends.
49. Search Engine Optimization (SEO)
• Improving the volume and quality of traffic to a
web site from search engines via "organic"
search results for targeted keywords.
• The higher a web site ranks, the greater the
chance that it will be visited by users.
• Search engines generate nearly 90% of all
Internet traffic.
• SEO is a long-term strategy.
• Highest ROI of all marketing tactics.
51
51. Websites
Corporate Websites Microsites / Landing Pages
• Home of brand messaging - • Single-message or –purpose
the principal piece of customer Web destinations
interaction architecture • Usually used to drive direct
• Users will quickly assess their response (landing pages)
opinions of brands &
companies based upon their
interaction with their Websites
54. Mobile
Mobile Apps Mobile Websites
• Games, lifestyle tools • Mobile versions of a Website
• Opportunity for branded • Mobile-optimized Websites
applications
55. Social Media (again)
• Facebook pages
• Twitter feeds
• YouTube channels
• Yelp profiles
64. All advertising
will be digital
Billboards are going digital. Cable TV is incorporating digital-
like targeting capabilities. TV ads look like banners…
67. Brands &
branding
won’t change
The idea of brands and branding aren’t really going to change.
How we go about building them is and will continue to do so…
68. Digital will be at the center
“[Digital] is the centerpiece of a broader campaign.
I think that’s become a real integral part of how we
use the web, moving beyond just promoting web
addresses in TV spots or print ads to really making
them a critical part of the storytelling for the
brands.”
Rob Master
Media Director, North America
Unilever
70. Content is the new
currency.
Engaging content =
social currency
People, and brands, will pay for great content
71. Content is the new currency
“The agency’s job is to create content so valuable
and useful that consumers wouldn't want to live
without it.”
Jeff Hicks
CEO
Crispin Porter + Bogusky
72. The next wave of industry
mega-growth will come
from the advancement
of the classic art of
storytelling
Context creates auras and aspirations that help drive marketer
interests.
73. Stories around brands, products
It's not just a race to get to the highest number of
fans. It's a race to figure out how to be the most
engaging storyteller with your fans."
Carolyn Everson
VP, Global Marketing Solutions
Facebook
74. In the future, digital ads will
be highly personalized. They'll
appear on mobile devices in
sophisticated ways. If you
want to share an ad with
friends, you can, and if you
want to skip it, well, go right
ahead.
76. Marketing jobs of the future
Roles that didn’t exist 5 years ago:
• User Experience Designer
• Online Community Manager
• Creative Technologist
77. My humble advice to future “Ad Men”
• The planner of the future
– Take an anthropology course
• The creative of the future
– Take a computer science course
• The media buyer of the future
– Take a statistics course
78. Thank you.
Jose Villa
@jrvilla
President
Sensis www.linkedin.com/in/josevilla
T: (213) 341-0171 www.thinkmulticultural.com
E: jrvilla@sensisagency.com
www.sensisbureau.com