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New advertising units - presentation at ACES
The document discusses the shifting landscape of digital advertising, highlighting the minimal effectiveness of banner ads compared to other formats and the rise of mobile and native advertising. It emphasizes the challenges of low click-through rates and the distractions posed by ad saturation and fraud. Additionally, it explores the dynamics of audience engagement with native ads and the complexities surrounding consumer trust in sponsored content.
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New advertising units - presentation at ACES
- 1. Digital ad units: revenuebeyond the banner David Kamerer, PhD, APR Loyola University Chicago
- 4. Let’s look atsome data
- 5. Dollars have movedonline
- 6. Digital ad spendcategories
- 7. Rapid growth ofmobile advertising
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- 9. Let’s look atbanners: •Conversion value •Impression value •Data value
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- 11. Why are CPMsso low? •Supply and demand •Many ads delivered off-page •Ads are blocked •Poor mobile performance •Ad fraud from bots •Not a “lean in” format Fundamentally, banners are an interruption-based ad unit – low impression value
- 12. Typical response rates Targetedemail 5.00% Direct mail 3.00% Rich media 0.14% Banner ad 0.08% (almost) no one clicks Source: Ad Age, 2010
- 13. Data value ofbanners Used to assess “customer journey” to conversion via third-party cookies (attribution modeling) Remarketing/retargeting
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- 19. Organic or paidcontent? Disclosure
- 20. 57% more clicks– faint colors 64% more clicks – same type as body copy The disclosure dance @davidkamerer
- 21. 62% - newssite loses credibility when it publishes native ads 48% felt deceived when learning content was sponsored Audiences react @davidkamerer
- 22. IAB – sixtypes of native ads Native ads are everywhere @davidkamerer
- 28. Native ads –Resources •T Brand Studio •Sharethrough.com •IAB.com (native ad playbook) •Federal Trade Commission Endorsement Guides
- 29. Affiliate programs Website orsocial influencer is paid to refer qualified traffic to another site
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- 32. Other platforms forpaid influence: •RewardStyle •Netflix affiliate program •Amazon Affiliates
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- 39. 50 Cent + 290%in one day $8.7 million
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- 45. The Attention Crash “Weare reaching a point where the number of inputs we have as individuals is beginning to exceed what we are capable as humans of managing. The demands for our attention are becoming so great, and the problem so widespread, that it will cause people to crash and curtail these drains. Human attention does not obey Moore’s Law.” - Steve Rubel, Edelman Digital
- 46. Trust – ACNielsen study
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- 51. dkamerer@luc.edu @davidkamerer davidkamerer.com David Kamerer, PhD,APR Associate professor Loyola university Chicago Thank you