This document discusses international trends in digital marketing. It notes that mobile and video are growing advertising mediums, and that data is crucial for measuring results. Spending is shifting from traditional TV to digital media like online advertising, online retail, travel and ecommerce. Mobile internet usage is rising rapidly and will surpass desktop usage within 5 years. The document outlines top sources of digital ad revenue and how various digital marketing tactics can be used together to maximize offline sales.

1. International Trends in Digital Marketing and
what it means to You
Timo Ronkainen, June 9 2010

2. What I will talk
about in the next
60 minutes

3. What just happened
Mobile and video as an
Advertising Medium
Results are CMO’s best friends
There is
no Digital without Data
A few
Campaign Examples

4. WARNING!
NEXT: STATISTIC,
A LOT OF
STATISTICS

5. The TV used to be THE tribal camp fire…
Changes in consumers behaviour

6. …but now it’s just another light source.

7. Media choices used to be limited…

8. b
Media today is an exotic buffet…

9. State of the Internet –
5 Countries = 48% of Internet Users

10. We all know digital is the future
Internet spend surpasses TV in the UK

11. Spend is shifting to digital media

13. The population of online shoppers and
buyers in the region is rising steadily.
Ecommerce still lead by Western Europe
Online travel sales are also set to rise. Sales
will total $92.5 billion in 2010, a 4.6% annual
increase. Together, online retail and online
travel will equal $244.6 billion in 2010 and
grow at a 9% compound annual rate from
2009 to 2014.

14. USA Online Penetration = 4-6% and Rising

15. Online retailers may gain
incremental revenue by
appealing to buyers in the
smaller European markets.

16. M-Commerce is raising – and fast

17. Performance-based media buying model keeps
growing

20. Video’s shining
future

21. Video Advertising is the Fastest Growing Ad
Format Online
The search market will be up
15.7% year over year to
almost $12.4 billion, while
spending on banner ads will
increase 8.2%. Video will
again post the highest
growth rate, rising 48.1% to
$1.5 billion.

24. Mobile Users > Desktop Internet Users Within 5 Years

25. Where’s the money
1. Ad Networks
2. Text Messaging Ads
3. Search
4. Direct Sold Display
 Ads sold by publishers and
content providers

26. The Subway: Driving Sales & Store traffic with the App
Source: WPP

27. Source: WPP

28. Source: WPP

29. Data for better results
• Contextually relevant ad placements (typical ad placements
based on content that matches advertisers with areas of
interest)
• Behavioral targeting (ad networks track consumers that
indicate an interest in a topic on one site and begin
advertising to them about that topic on subsequent sites)
• Re-targeting (people that visit your website are tagged and
then shown ads on other websites after leaving your site)
• Rich-media (transactions and data gathering are built
directly into the ad unit)
• Sponsorships (gaining tighter ties with relevant content)
• Affiliations (ad serving networks that deliver click-throughs to
your site)

30. By 2014 almost 20%
of display advertising
will use behavioral
targeting

31. A combination of online advertising
channels maximizes offline sales

32. ROI Online – understand the customer journey
Display PPC
SEO
Email

34. Social marketing spending
to become the third largest
form of online marketing
after search and display
advertising by 2014.
Forrester Research