Uploaded byScott Dylan ACIM M IDM (IDM CPD Award 2015)
Why digital? by Scott Dylan
The document discusses the significant growth and impact of digital marketing, highlighting that over 33 million adults in the UK use the internet daily and that digital ad spending has surpassed traditional media. It outlines key trends in digital advertising, including the rise of social media, mobile device usage, and paid search strategies. Various advertising models and digital channels are explored, emphasizing the importance of targeting and engagement in digital campaigns.
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Why digital? by Scott Dylan
- 1. SO, WHY DIGITAL? ScottDylan – Digital Marketing Consultant w: www.scottdylan.co.uk e: hello@scottdylan.co.uk t: scottdylan
- 2. The Digital Audience(it’s big!) 33m Adults use the internet every day In May 2012, 29 million people watched 3.6 billion videos Source: UKOM 2013, UKOM 10, ONS 2013, Ofcom 2013, UKOM Video Census June 2011 In 2012 51% Internet users connected via a mobile device, up from 24% in 2010 Over a quarter (51%) of adults in the UK say that they now have a smartphone 58% of adults have used Wireless Hotspots in the last 3 months The Total UK Internet audience is 44.6m
- 3. The Digital Audiencecontinued.. There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook. More than 80,000 websites have implemented Facebook Connect since December 2008 and more than 60m Facebook users engage with it across these external sites each month. Source: Ofcom 2012 stats Nearly half of UK adults said they used social networking sites in 2012 For those aged 16-24 social network has replaced email as the most popular Internet activity for the first time ever
- 4. KEY TRENDS INDIGITAL
- 5. Digital ad spendcontinues to grow SOURCE: IAB / PwC Digital Adspend 2012
- 6. Digital has shownsustained growth since 2003 SOURCE: IAB / PwC Digital Adspend 2012 & WARC
- 7. Digital Ad Spendis up 12.5% YoY *Digital: Like for like growth (actual growth) SOURCE: IAB / PwC Digital Adspend 2012 & WARC Year on year change:
- 8. Digital is nowthe single biggest advertising medium SOURCE: IAB / PwC Digital Adspend 2012 & WARC
- 9. The digital mediamix % share of revenues 2012 NB: Other includes Lead Generation, Search Affiliate, Solus Email, Mobile SMS/MMS Category 2011 Share Search 58% Display 24% Classified 16%
- 10. Paid Search continuesto show impressive growth SOURCE: IAB / PwC Digital Adspend 2012
- 11. There are quitea few different categories of display advertising % of display advertising spend by type for 2012 SOURCE: IAB / PwC Digital Adspend 2012 * See http://bit.ly/O_P_M for more details
- 12. So much goeson in Digital in just…
- 13. Top UK Sites 40m 30.1m 33.1m 19.9m 24.9m 24.4m 22.45m 12.3m 23.5m TotalInternet Audience 44.6m Source: UKOM May 2013 20.7m
- 14. Key Commercial MarketPlayers Social Networks Portals Video Search E Commerce Networks/Real Time Bidding
- 15. Digital advertising iswidely understood to be an important part of the funnel to driving a conversion TV, Radio Print Advertising, Outdoor, Social Media Digital Display Affiliate Marketing PPC/SEO Conversion: Sale, New Lead, New Customer etc. Brand advertising Response based advertising
- 16. Digital has evolveda number of it own models for buying advertising Risktoadvertiser CPM CPE CPC CPA Paying for a view (impression), available with most publishers. Pay for a Click response. Search advertising is bought on this basis. Used by brands who want to deliver users to their site. Pay for an action – this can be a sale or some other trackable response. Not widely available. Pay based on Engagements. Used by brand advertisers to ensure content is seen. This method is increasingly popular.
- 17. Interesting Trend: Socialmedia advertising is taking off! SOURCE: IAB / PwC Digital Adspend 2012
- 18. Interesting Trend: Consumersare buying more smartphones than PC’s
- 19. THE TWO MAINDIGITAL ADVERTISING CHANNELS (BY SPEND)… DIGITAL DISPLAY & PAID SEARCH
- 20.
- 21. Standard display adformats Banner – 468x60 or Leaderboard 728x90 MPU – 300x250 Skyscraper – 120x600 Overlay
- 22. Similar to printadvertising there is now a wide range of creative formats available Rich Media Search Sponsored Stories YouTube Billboard Pre-rolls In text links Homepage takeovers Page Peels Sponsorship Logos …although there is industry standard formats defined by the IAB
- 23. The role ofDisplay Mass awareness Delivers reach / scale Engagement Drives dwell of message Direct Response Delivers results One day: Unique reach: 6 M Impressions: 12 M • MSN Homepage takeover provides mass reach & 100% share of voice • Relies on strong creative impact • Cost-per-engagement models work well for Video • Content must be worthy of users time • Cost-Per-Action buying model • Standard formats, strong call to action required
- 24. Some formats gobeyond the norm in an attempt to engage with users (e.g. Expandable Creative)
- 25. Targeting is akey strength of Display Advertising • Registration data has always enabled a level of targeting for Display advertisers. Variables for targeting have typically included: Age Gender Location • Contextual targeting opportunities allow you to target by interest with increasingly complex creative formats on publisher sites. • Behavioural Targeting segments are available across a range of verticals based on user behaviour (e.g. whether someone is interested in travel sites). • Re-targeting existing customers if they have visited your website - cookie data allows provides such as Criteo to find visitors to your website again whilst they are browsing on the internet
- 26.
- 27. What is Search? NaturalSearch Results Paid Search Ads Google Shopping Results Paid Search accounts for approx. 20% of traffic Natural Search and other results account for the remain 80% of traffic
- 28. What is therole of Search? Search is a channel that falls into the two areas: …On one side it is a means by which consumers can follow a journey that has been influenced by other advertising such as TV or Press… …And on the other other side it can be the starting point (by creating awareness and interest) and also the end point, driving a sale or some other important action...
- 29. Search Placements Google, Yahooand MSN Search Text ad (most common) Content Network ad Other formats are available through the Google Content Network Image ad Video ad Mobile ad Anatomy of a Google Text ad Headline 25 characters Body content 35 characters per line Seller reviews Google+ followers
- 30. Getting to gripswith Google adwords The AdWords system calculates a 'Quality Score' for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query before entering you into the auction for that keyword. A keyword's Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).
- 31.
Editor's Notes
- #3 33m adults use the internet every day, which compares to 16m every day in 2006. The internet is now part of everyones life whether that be for entertainment, communication, shopping or any number of other every day activitie*3.6 billion videos equates to 18,000 years of video per month!
- #4 Usage of newer areas of digital such as social are burgeoning…site such as Facebook have incredible number of repeat visits each day and are offering advertising opportunities to reach their audience
- #6 The digital advertising market ahs been growing huge over the last 10 years. It’s not at a staggering £5.4bn a yearAdvertisers tend to vote with their feet – they can’t get enough of a good thing.
- #7 Digital (including search) has grown nearly ever quarter from 2003, and instead of showing signs of slowing down it’s actually been trending upwards over the last year!
- #8 Digital ad spend including search is up 12.5% YoY
- #9 Digital overtook TV as the biggest medium in 2010/2011
- #10 Paid search makes up the lions share of the Digital media mix (58%), display advertising is the second largest channel (24%)
- #12 Digital Display is an important part of digital marketing mix and now accounts for just over half of what is spend on print advertising
- #13 For an idea of what goes on in the digital space in just 60 seconds then take a look at this! Peoples lives are increasing digital.
- #14 The top destination sites in the UK (BBC aside) have considerable reach and also offer advertising opportunities (mainly paid search and display) as well as commerical opportunities such as those on ebay, amazon and youtube.
- #15 Networks such as Specific Media and Aconion trade advertising on the internet, typically with agencies but also with advertisers directly. Some performance networks such as Criteo offer opportunities to retarget visitors to your site on the internet.
- #16 Digital advertising is often easier to track than responses from television or other traditional advertising channels. Whilst digital can be used as part of a campaign to promote a brand it’s more often used as a method for harvesting demand i.e. encouraging someone already considering a product or service to take the plunge and choose your brand
- #18 New advertising formats release by Twitter, Facebook and Youtube have helped advertisers to see social media as an opportunity to connect with potential customers. Formats such as the Facebook page post format allow advertisers to get their message into people news feed.
- #19 Between 30-40% of traffic to your site is likely to be made up of mobile and tablet browsing. Obviously this has a knock on effect as you need to ensure your site caters for the different formats required.
- #24 MSN can provide mass reach and high impact solutions. Click on image to see a bespoke homepage takeover that animates without user interaction. Once this has loaded, click on the square format highlighted in the presentation and this will activate the full screen takeover. The investment for a MSN Homepage Takeover is approx. £65,000 (dependant on level of interactivity) but provides 12 Million Impressions and 6 Million unique users (reach) with a high cut-through format.Cost-per-engagement models - only pay when user engages. Research (Ribena case study) has proven that the dwell increases purchase intent. Cost-Per-Action buying model – Pay when user completes action
- #25 There is even more advanced targeting techniques available that incorporate your sites cookie data with other data providers to match to users who ‘look a like’ your sites users or customers
- #28 Paid search or pay-per-click would suggest, advertisers 'buy' each click andsubsequent visitor to their site from an advert displayed in two main locations. Themost common of ads are simple text adverts, displayed alongside 'organic/natural' ornormal search listings in Google normally along the top and down the right handside.Natural search is where advertisers optimise their website in order to appear highlyon the terms through relevant content.
- #31 We can help you with this…