Interruptive advertising is losing effectiveness, particularly among millennials, who tend to block or ignore such ads, leading to a rise in the global ad-blocking user base. Marketers are increasingly shifting towards content marketing, as traditional methods like display ads show declining engagement and poor ROI, with only a fraction utilizing documented strategies. To succeed, marketers need to embrace data-driven insights, measure their effectiveness, and maintain a continuous dialogue with customers through real-time marketing and appropriate software tools.

1. Interruptive Ads Are Declining in
Effectiveness

2. People Block Ads
Global ad-blocking
user base has
ballooned to 144M
monthly active users
Video Game
Technology
Business
Sports
Entertainment
Ad blocking rates on website by type:

3. Millennials Don’t Even Need Blockers
Millennial’s are patently rejecting
interruptive advertising.
Advertising to millennia’s is a
difficult gig. They skip, block
or outright ignore ads on TV,
the web, and YouTube.

4. Online Ads Don’t get Attention
75%
say they don’t remember many
Super Bowl Ads from last year
Of people aren’t likely to purchase
something they saw during the
Super Bowl
Let alone tradition ads…
90%
Consumer Attention
Posted Speed Limits
Spouse or Significant Other
Weather Report
Dentist
Boss
Parents
Kids
Office Staff Meetings
Text Messages
Teacher
Print Ads in Magazines / Newspapers
TV Commercials
Billboards
Radio Ads
Celebrity Gossip
Online Ads
Ads in Apps / Games

5. Good Riddance!

6. We recently conducted a survey into consumer attitudes of online
advertisements and our results indicated that 75 per cent of
surveyed participants felt that the online advertisements seen by
children displays inappropriate content.
When it comes to advertising to kids, the rules for the internet are
fuzzier than the tightly regulated world of television… kids could be
left vulnerable.
Online adverts are often embedded on websites from other
sources, making it unlikely that web filters (the primary way many
parents protect their children online) will pick up on them.
Absolutely agree! Just like Till Faida, co-founder of
Adblock Plus has said: “[c]hildren as young as five are
being exposed to online advertisements and pop-up
adverts that contain adult content such as gambling,
dating services, as well as sexualized imagery.”
Kids
Are
Better
Off

7. Everybody is better off
Online survey: most consumers “annoyed” by online ads, want social media Dislike button
Online advertising is
annoying, distracting
and all over the place
Consumer
Marketer

8. But what does this
mean for marketers…

9. Marketers are Struggling to Get Return
CMOs almost universally say that they are under more pressure to deliver measurable ROI
Social
Only 5% of Americans say social
media advertising has a great deal of
influence on which products they buy.
Display Ads
Display ads are dead. Studies have
shown users have developed banner
blindness, resulting in 0.04% CTRs.
Paid Search
In an eBay study, customers were
unaffected by the presence of paid
search; there are no measurable benefits.

10. They’re Turning to Content Marketing Instead
“Content marketing produces 3 times more leads per dollar. Inbound
marketers double the average site conversion rate, from 6% to 12%
total. Inbound marketing costs 62% less per lead than traditional
outbound marketing.”
July 2012
31
18
1
4

11. But wait…

12. Marketers are now rushing in with no plan
and no method for measuring success
A recent study showed 93% of
marketers use content marketing,
yet only one-third have a
documented content strategy.

13. Content that drives
results isn’t easy.
Common problems are...

14. Disorganization1
Percentage of B2B Marketers
Who Have a Content Marketing Strategy
35% - Yes, and it is documented
48% - Yes, but is not documented
14% - No
3% - Unsure
Without
content strategy
With
content strategy
83% of marketers with a
documented strategy are more
effective than those without

15. 2 No Insight = Irrelevant Content
Online consumers fed up with
irrelevant content.
The single challenge that causes
marketers most pain is data,
specifically using data to make relevant
content, such as deriving insights,
performing customer segmentation,
and personalizing content.
Marketers depend on data for
just 11% of all customer-
related decisions

16. 3 Non Responsive Campaigns
Always on marketing can bring 1.5x – 8x ROI
“Marketers need to embrace the reality that consumers
are demanding information in real time”
“Very few are capable of delivering real-time analytics
and experiences”
“Less than 5% are able to manage experiences in an
‘Always-On manner’”
The Six Use Cases of Real-Time Marketing

17. 3 Nonresponsive Campaigns
What do you perceive as the main benefits of always-on marketing?
“To build customer loyalty — to build
a brand — companies need to keep
their customers engaged in a
continuous dialogue”
– Regis McKenna
Better Customer Experience
Improved Customer Retention
Improved Conversion Rates
Better Brand Perception
Greater Opportunity for Personalization
B2C B2B

18. 4 No Measurement
49% of B2B marketers struggle
with measuring content marketing
effectiveness
(up from 33% last year)
Only 21% of B2B marketers are
having success tracking ROI of their
content marketing

19. Inefficiency
Software needed for success
“If you’re serious about content marketing, you need to get serious about the tools you use to support that
strategy,” says Stephanie Tilton of Ten Ton Marketing. “For most organizations, the goal is to produce and share
content that resonates with the target audience and ultimately drives new business. The right software makes
it easier to get the work done and measure the results.”
“Content marketing can quickly become overwhelming. Perhaps you have a few target audiences you need to
address. From there, you want to create content for the top, middle and bottom of the sales funnel — in multiple
formats and for numerous campaigns. After just a few months, you may have created hundreds of content
elements. How can you not only track those pieces, but also measure their success without the
appropriate software?”
“Software is an amplifier,” says Price. “If you have some goals in mind and you take the time to create a strategy
that works for your business, then the software can be a force multiplier. One person can really do the work of
three or four.”
5

20. So what’s a marketer to do?

21. 1 Plan Ahead
Having a strategy pays off:
60% of those who have a documented
strategy rate themselves highly in terms of
content marketing effectiveness, compared
with 32% of marketers who don’t

22. 2 Use Audience and Influencer Insights
A proper insights tool can answer the 4 most critical questions in content marketing:
What should you write
about?
Who is influential in
your marketplace?
Where should you
publish and distribute
your content?
How effective are your
content marketing
programs?
ScribbleLive case studies have shown
that having insights can:
Shorten sales cycles by 50%
Increase pipeline by 1.5x
Generate 10% higher lead response rates

23. 3 Be Always On
Software can be always on so you don’t have to. Whether it’s scheduling posts, auto-refreshing content, curating
real-time news, or responding to user comments, the right tool can make it easy to stay connected.
When Boston.com used ScribbleLive for mention auto follows and scheduling:
Boston.com
5x Usual Traffic
Bostonglobe.com
6x Usual Traffic

24. 4 Measure ROI
In the recent 2014 Content Marketing Institute Benchmarks report, the
“Inability to Measure Content Effectiveness” was listed as a key
challenge faced by B2B marketers.
Most content marketers today spot-check the success of individual
pieces of content using old-school measures such as page-views,
downloads, likes, and shares. These aren’t particularly effective ways to
measure given the way content is distributed and redistributed today –
across channels and platforms and networks. Those metrics can’t
measure the aggregate impact of an entire program.
ScribbleLive Insights lets you measure the broad impact your content
marketing has on your brand and thought leaders. You’ll be able to see
the size of the overall conversation, and exactly what your role is
relative to the market and your competitors. Plus you can easily track
the trended impact over time.

25. 5 Do Everything in One Place
ScribbleLive is an open and partner-friendly platform

26. For the best results ever
Live content attracts
6X LARGER 2X MORE
audiences time engaging with the content
Who spend

27. These brands use content marketing software
DO YOU?