Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
5. Consumer Confidence
jumps to highest level
since January 2011
42% (+5%) expect the economy to have „good
times‟ over the next 5 years.
17% (-2%) expect „bad times‟
Source Consumer
Confidence Report: Oct13
(53k)
5
7. Source Thinks Docs – New
Multi Screen World
A massive 90% of interactions occur on digital screens
7
8. 39% of
business
owners
revenue
are down
3 year high
in consumer
confidence
30%
increase in
revenue for
business
owners with
digital
presence
90% of all
media
interactions
are across
digital
screens.
There are 4 sources of research suggesting why Australian
businesses should invest in digital media
8
10. 16.8m Aussies Online
810m mobile impressions
36% site visit
on Mobile &
Tablet
12.5m
streamed
video
40hrs/mth
online
14.4m
unique on
Facebook
10.9m
unique on
Mi9
6hrs
49mins/ mth
streamed
10.8m
unique
stream YT
4.1m unique
stream FB
76% of Aussies are online mainly using FB, Youtube and NineMSN
2 out of the 5 site visits are on Mobile & Tablet
Source Online Landscape:
May 2013
10
11. 78%
smartphone
users
research
products
55% use a
social app
PayPal /
NFC /
iBeacon
enable user
payments
59%
Aussies
use web
on mobile
Mobile
1H 40M
spent on
mobile
each day
41%
smartphon
e users
made
purchases
Mobile
takes over
Desktop in
2014
Tablet
takes over
desktop in
2017
Source Digital Buzz 2014
Stats Facts & Google Think
New Multi-screen World
2013
Mobile & Tablet are very important devices over the next 3 years
Agencies will be recommending to build your landing pages in HTML5 to be device agnostic
11
12. #1
2.76m
FUN FACTS:
My Kitchen Rules = 1.766m
The Block = 1.234m
9 News = 1.091m
#2
2.75m
Source: OzTam 26th Wed Feb 2014
#3
2.45m
#4
2.39m
Source: Nielsen Online
Ratings January 2014
Leverage top 4 news sites in Australia
Reach business and retail customers on higher reach days Monday/Tuesday/Wednesday
12
13. Source: Lumascape
Resource Center
Agencies are able to manage the 15 categories above, and curate the best
possible mix of digital channel plan to meet your marketing objectives
13
14. 0.35%
0.31%
Click Through Rate %
0.30%
0.25%
0.22%
0.19%
0.20%
0.15%
0.10%
0.05%
0.13%
0.12%
0.09%
0.08% 0.08%
0.10%
0.06%
0.05% 0.04%
0.06%
0.06%
0.15%
0.13%
0.06%
0.08%
0.07%
0.04%
0.23%
0.21%
0.20%
0.15%
0.14%
0.06%
0.18%
0.12%
0.06%
0.07%
0.12%
0.07% 0.08%
0.03%
0.07%
0.07%
0.05% 0.05%
0.03%
0.08%
0.05% 0.06%
0.00%
Standard CTR%
Rich Media CTR%
Gaming, Apparel and Auto tops the list of industries expect higher responsiveness
Tech, News & Finance need creative to work harder
Managing your expectations according to industry click through rates
14
15. 2.00%
Click Through Rate %
1.53%
1.50%
1.30%
1.00%
0.67%
0.37%
0.50%
0.25%
0.13%
0.08%
0.06%
Polite Banner
Standard Banner
0.00%
Floating Ad
In-Stream
Mobile
Floating Ad w
Reminder
Expandable
Banner
Rich Media
Floating ad units yield the highest response rate but are expensive to use
The recommendation would be to use them for campaign launches
15
17. Source: Press Releases
2013 Universal Ad Package
The 300x50 & 320x50 are the mandatory mobile ad units to use across key
publishers such as InMobi and AdMob
17
19. TACTICS
DIGITAL UPDATE
MEDIA OUTPUTS
AWARENESS
Interactive Video & Connected TV
Unique Visitors & Impressions
INVOLVEMENT &
ADVOCACY
Content Amplification, Use Images
on Social, Dial-up FB, Building a
Bespoke LinkedIN App
Affinity, Likes, Comments, Shares
, +50% Video, Competition
Entry, Dwell Time
PURCHASE
The Trade Desk, Retargeting, Criteo, Microsoft Media
Network, Creative Tips, Leverage
KWs.
Applications, Brochure
Downloads & Sale
The purchase funnel is used to strategically plan the right channels
to meet your objective
19
20. Play Game
View-ability Tool:
Win Prizes
TVC
Choose one to Skip:
Download
Brochure
Book Test Drive
360 Spin
Photo Gallery
Boost engagement (~3%) and completion rates (~72%) using interactive TVCs
20
21. 1/3 Australians own TV with access to internet
300-400k Australian have connect to internet
They are streaming TV shows and movies
Once NBN is rolled out, usage will surge
Adconion partners withy LG and Samsung to sell
exclusive ad inventory
Be one of the first in Australia to invested in Connected TV opportunities
The audience is typically tech savvy, affluent and a movie lover
21
22. Text-links/Thumbnails
Video Links
You‟ve created amazing content already. It‟s informative, easy to ready and
newsworthy. Amplify these through the Outbrain network. Your articles will
appear native and organic to publisher websites
22
23. Spends 2 hours
across
breakfast, lunch &
night
FB usage dominates.
89%
62%
Facebook
81%
53%
42%
14%
Google+
Optimise to
conversion on
The Trade Desk
Active
User
Twitter
30%
14%
LinkedIN
23%
11%
Instagram
Bigger CTR%
using Imagery:
Own
Account
Any
Specific Targeting:
Network
15%
7%
Source Digital Buzz 2014
Stats Facts, The Trade
Desk, Pug Life Ad Solutions
– Anecdotal Evidence
Images across all networks achieve higher response rates
23
24. Page Post
Promotions to
increase
reach, drive
brand
engagement and
spread WOM of
special offers
Enable fans to vote
their favourite
designs / colours /
range, they
become brand
ambassadors, &
spread WOM
You‟ve already created some FB posts with offers and votes
Reach a lot more Australians with a bit of paid media
24
25. Engage with professional through a LinkedIn game
These apps will live forever. This was built through the LinkedIN API
25
26. Image Driven
Professionals
Eco-conscious
Adventure Seekers
Road Warriors
Career Changers
Luxury Tech
Opinion Leaders
Empty Nesters
Entrepreneurs / StartUps
Active Lifestyle
Influencers
Female Professionals
Millennial (reach adulthood in yr. 2000)
Early Adopters
Mobile Pro-sumers
Run of Professionals
Target career changers who just received a pay rise
Target key decision makers; C-Suite, Managers, etc…
26
27. SUPPLY EXCHANGES
REAL-TIME BIDDING
DEMAND SIDE
PLATFORM
(SOFTWARE)
SUPPLY SIDE
PLATFORM
(SOFTWARE)
Here‟s one example of a credible trading desk called “The Trade Desk”
It trades up to $51m worth of Display and $4m Video ad inventory
CONSUMERS
ADVERTISERS
TRADING DESKS
27
28. STEP 1
STEP 2
STEP 3
STEP 4
Your Brand Page
User clicks on your ad
User reaches your
landing page.
The Trade Desk drops
a cookie
User is either:
1) Negative targeting if
they make a purchase
2) Re-targeting if they
make no conversion
Your target audience
re-visits your landing
page / visits your store
to make a purchase
We can re-target people who have visited your site
We recommend marketers use Google Tag Manager to ensure we have all the
conversion points & touch points are tracked
28
29. Criteo can help manage relevant creative to be
served to users depending on how they engaged with
your brand on your site
29
30. MMN (Microsoft Media Network)
Mass reach 16.8m of population
Top 5 digital media owner (vs. Yahoo, Fairfax, News and GDN)
+80 premium channels;
Collect learnings & establish market CPA starting with a CPM-A deal for
1st half of campaign
Revert to CPA over time for 2nd half of campaign to guarantee web sales
Pay per enquiry / web sale via CPA deals in 2nd half of
campaign
Frequency cap @ 5 to avoid creative wear-out
30
31. Test variations of the messaging, e.g.:
“Beautifully designed, quality craftsmanship & affordable”
“12 month interest free, save $500”
“$500 cash back offer”
Higher coverage using; 300x250, 728x90, 160x600, 300x600, 300x50
SWF files with back up GIF/JPG. Animation to stop at 30 seconds.
3 frames; 1st brand, 2nd proof points, 3rd offer
Beat the Mediamind Benchmark CY12
31
32. Leverage keywords which have high click through rates and cost effective
CPC in other media channels like display, radio, press, etc…
32
33. This presentation was constructed by the owner of Pug Life Ad Solutions, Damus Chu. His
experience ranges across several industries over 7 years. It is aimed to assist brands in
marking well informed digital advertising decisions.
33
39% reported DECREASE in annual revenue(18% reported an increase 40% said revenue has been steady 3% were unsure)Source: MYOB National Business Monitor Report Feb13 (1,000 sample) http://myob.com.au/servlet/Satellite?blobcol=urlfile&blobheader=application%2Fpdf&blobheadername1=Content-Disposition&blobheadervalue1=attachment%3B+filename%3D%22MYOB+AU+BUSINESS+MONITOR+NATIONAL+REPORT+FEBRUARY+2013+-+final%2C0.pdf%22&blobkey=id&blobnocache=false&blobtable=Download&blobwhere=1257831043749&ssbinary=true
39% reported DECREASE in annual revenue(18% reported an increase 40% said revenue has been steady 3% were unsure)Source: MYOB National Business Monitor Report Feb13 (1,000 sample) http://myob.com.au/servlet/Satellite?blobcol=urlfile&blobheader=application%2Fpdf&blobheadername1=Content-Disposition&blobheadervalue1=attachment%3B+filename%3D%22MYOB+AU+BUSINESS+MONITOR+NATIONAL+REPORT+FEBRUARY+2013+-+final%2C0.pdf%22&blobkey=id&blobnocache=false&blobtable=Download&blobwhere=1257831043749&ssbinary=true
Source: Roy Morgan Consumer Confidence – October 13 - 50k sample: http://www.roymorgan.com/~/media/Files/Findings%20PDF/2013/October/5240-Aust-CC-October-15.pdf
Businesses with high digital engagement (SEM/SEO/Display/Social) see an increase of $350,000 or 20-26% increase in annual revenue.Only 16% of small businesses have a high level of digital engagement, typically using the internet for search engine optimisation and search engine marketingSource: Deloitte Access Economics 2013 (500 sample)- https://www.deloitteaccesseconomics.com.au/uploads/File/Connected%20Small%20Business.pdf
These are the more cost effective devices. Important to enable users to “interact” with your brandSource : http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
4 sources of research suggests Australian businesses should embrace digital media:
Source: Nielsen May 13 - http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-au-online-landscape-review-may-2013.pdf
2014 Mobile Stats: Digital Buzz: http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentationMobile & Tablet taking over: Google Think: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
“The news category was an extremely competitive category”Source: Mumbrella January 14 (Nielsen) http://mumbrella.com.au/news-com-au-regains-top-spot-read-website-mail-online-now-eighth-position-206878
The digital media market can be very complicated, and you may not have the time to learn and manage all the fine intricacies of digital advertising. There are at least 15 categories within the digital media market, and Pug Life Ad Solutions can help you curate the best possible digital media buy to meet your business objectives.Source : http://www.lumapartners.com/resource-center/
Source: http://www.iabaustralia.com.au/-/media/IAB/Resources/IAB%20Press%20Releases/2013/Universal%20Ad%20Package%202013.ashxInterestingly Gaming, Apparel and Auto tops the list of industries with standard click through rates of 0.22%, 0.08% and 0.08% respectively. Consumers are most responsive to these industries. In contrast though, the bottom 3 were Tech/Internet, News/Media and Financial at 0.03%, 0.03% and 0.04% respectively. Rich Media for these bottom 3 industries plays a very important role to boost up responsiveness of ads (i.e. cut through), coupled with clever copy writing and strong call to actions. If you are within the bottom 3, try some of these optimisation methods.
Source: MediaMind 2012 Benchmarks - http://www.iabaustralia.com.au/-/media/IAB/Resources/IAB%20Press%20Releases/2013/Universal%20Ad%20Package%202013.ashxSource: Digital Synopsis – Ikea Floating Ad - http://digitalsynopsis.com/ikea-unbox-banner
Most common and popular ad units are: 300x50 and 320x50Source: http://iabaustralia.com.au/sitecore/shell/Controls/Rich%20Text%20Editor//-/media/IAB/Resources/2013/Ad%20Formats%20ALL%20final.pdf
Source: Pug Life Ad Solutions (PDF download)- http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Purchase_Funnel.pdf
Connected TV insight – March 2013http://www.pcworld.idg.com.au/article/455952/more_aussies_internet-ready_tvs_than_tablets/
Source: Outbrain - http://www.outbrain.com/
Estimated $1-$2.50 cost per fanYour page becomes your “Owned Space”16% of fans will see your posts1. A picture is worth a thousand words“Google realised this when it launched ‘Universal Search’ back in 2007, introducing images into its search results. The huge growth of Instagram and Pinterest over the past year had further reinforced the fact that pictures are more engaging. ”http://www.marketingmag.com.au/blogs/5-digital-marketing-trends-that-will-impact-2014-47295/#!Take out: If you’re blogging, use Google Authorship and break up your text to hopefully reduce your word count. Google also uses ‘trust’ as a key metric when ranking pages for SEO, making Authorship even more important. When thinking about social media, don’t forget to target image-based sites.2H 05M time social media users spend each day~Page 49: http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentation/Most of the online population go social~Page 50: http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentation/
Optimise between Brand & Product TermsAd Specs: https://support.google.com/adwordspolicy/answer/175910?hl=en
Optimise between Brand & Product TermsAd Specs: https://support.google.com/adwordspolicy/answer/175910?hl=en
Source: Intro To The Trade Desk October 2013AU $51.4m market capacityAU $2-4m market capacity**Australian Market Capacity, US$1 = $0.90 as at 7th January 2013
Re-target users based on previous purchases* ~100k unique visitors to your brand site required
Optimise between Brand & Product TermsAd Specs: https://support.google.com/adwordspolicy/answer/175910?hl=en
Work across Finance, Automotive, Fashion, Food, Pharmaceutical, Education, Non-for-profit, Software, Gambling, Real Estate