Online display advertising insights and tips for Marketers, Presentation, 30.09.2010 Lassi Nummi Nitro Estonia. Seminar by EPL, Media Contacts, Starman, Nitro Estonia

1. Online display adver.sing
insights and .ps for Marketers
Lassi Nummi
CEO, Nitro Estonia
Tallinn 30.09.2010

2. Background…
Digital Agency
Lassi Nummi Founded 2000
CEO Largest digital agency in Finland
Nitro Estonia In Estonia since 2008
Digital markeTng experience:
In Estonia part of Big Idea Group
2001‐> Metropoliz.net
Team of 10 EE, 100 in Finland
2004‐> Nokia
2006‐> Nitro Finland
2008‐> Nitro Estonia Finnair, Nordea, Lemminkäinen, Nokia, SOK,
Fiskars, Vaisala, Fazer, Loreal, MTV3, Volvo,
BMW, Starman, Bigbank, Rimi, A‐lehdet,
Finnlog, Isku, Stockmann.…

3. Agenda
• StaTsTcs
• CreaTve approach when planning
(online) display adverTsing
• Cases, examples
• Conclusions and discussion

4. Stats

5. Europe:
Recession meets online
– slower growth,
but sTll growing
Estonia:
‐24 %
2008 vs 2009
(TNS Emor)

6. Estonia : 13%
In UK‐online adverTsing biggest.

7. Display holds 30 % of spending out of digital. Search rules.

8. However as countries in the IAB Europe network are already reporTng a recovery in
online display in the first quarter of 2010 it seems that this trend was only
temporary.

11. Display – notes 2008‐2010
• Out of online ads, the cutbacks on marke.ng budgets
has affected the Display adver.sing most
• Search outperformed display last year as the pressures
of the economic condiTons encouraged adverTsers to
focus on achieving return on investment through
direct response formats at the expense of brand
adver.sing.
• However as countries in the IAB Europe network are
already reporTng a recovery in online display in the
first quarter of 2010 it seems that this trend was only
temporary.
• 2009 – UK Video display adver.sing up 140 %

13. Trends 2010

14. Display adver.sing 2010… 2 trends
1. Branding / Strong display / usage of video
“Premium adverTsing”

15. Display adver.sing 2010… 2 trends
2. Usage of networks.
TacTcal, more direct, high frequency, using affiliate markeTng..

16. Some studies point out
online being as affec.ve
as TV on branding…

17. Crea.vity

18. It’s been only 15 years..
… but lots of things
have changed..

19. One of them being your audience….

20. 6 ways to approach when thinking
digital crea.ves…

21. 1. Be interac.ve
– Reward the user for clicking
– InteracTvity increases brand recall 63 % more
than non interacTve ads (*)
hjp://www.bannerblog.com.au/2010/08/sls_amg_pedal.php
*Barnum Sulley Research 2010

22. 2. Engage the customer
Make users feel unique
Don’t underesTmate the
visitors

23. 3. Make the crea.ve to fit the
environment
• Take advantage of different target groups
• Do not push the same creaTve to all
placements
• Think about
sub‐segments
• Use social media

24. 4. Be entertaining
U.lize video possibili.es !

25. 5. Use games
In what other media can you catch the
ajenTon of the
consumer for several minutes
Remember – average online gamer is not a
teenager…

26. 6. Help your customers…
• Offer useful informaTon to your visitor
• Bring your service to them, instead of asking
them to come to you.
• Remember – in online visitors are mostly carrying
out something, and you want to interfere with
their tasks.

27. Examples:

28. 1
2
3
7
11
9 4
8 10
6
5

34. hjp://www.matkavalp.fi/krisse/?
url=l4uLj8XQ0IiIiNGRlouNkNGamg%3D%3D

37. From banner to ready
made 1st stage of
booking…

39. Get inspired !
hjp://www.bannerblog.com.au/

40. Conclusions, how to stand out 2010
1. Be entertaining
‐ If possible, use video
2. Be InteracTve, challenge and engage the customer
3. Don’t be afraid to use special soluTons
4. UTlize your media mix (challenge your agency)
– Display leads to search
– Demand real metrics
5. Use several variaTons for different target groups,
don’t be afraid to change creaTve during
campaign.
6. Remember – you don’t need to do adverTsing –
Brief for soluTons, not for ads
7. Challenge your agency ! Online is not a newspaper.

41. Kiitos!