Advertising

Slides: Digital Advertising

Digital Advertising (more scalable, widens the pool of advertisers: Long tail, more accountable)

Digital Advertising, more data (Why Can’t Amazon And Apple Catch a Break on Madison Ave?)

First online advertisements: Oct. 27, 1994: Web Gives Birth to Banner Ads

12/11: Report: Google Controls 44 Percent Of Global Online Advertising
9/13: Google, Facebook dominate ad dollars

• Vehicles:
  • Search:
    Google, Microsoft: direct marketing
    • Google: flowers Newark DE
  • Social: Facebook, Twitter, LinkedIn: brand awareness, content marketing, soft sell
    • Display
    • Sponsored Story: Facebook Set to Eliminate Sponsored Stories in April (adding social context to display)
    • Native (Facebook example)
      • These Are The 35 Biggest Advertisers On Facebook
      • Facebook, Twitter and LinkedIn target small business advertising: advertising tools are scalable and self service, long tail distribution of ad dollars
      • Facebook Admits Organic Reach Is Falling Short, Urges Marketers to Buy Ads: change in newsfeed algorithm
      • Facebook Brand Pages Suffer 44% Decline in Reach Since December 1
      • U.S. says online ads should be clearly marked, undeceptive: conundrum, what is paid for, the medium, or the message ?
      • Twitter vs. Facebook Ad Showdown: Which Offers the Best Social Media Ad Platform?
      • Second screen, more distracted consumers, need native versus interruption, to make an impact
    • Social sites business solutions
      • Facebook for Business
      • The Twitter Advertising Blog
      • LinkedIn Marketing
        Solutions Blog
  • Other Web: Yahoo! IAC, AOL, Amazon
    • Yahoo Slips behind Google, Facebook and Even Microsoft In Online Ad Share
    • Yahoo CEO Mayer Said to Have Fired Operating Chief De Castro Shrinking share
      of digital advertising market, 5.8% to 5%
      • Yahoo Advertising Blog
    • Google, Again, Bested By A Rival In Terms Of Ad Reach, about 90% reach. Bought Doubleclick in 2007
    • Advertising Network, aggregates ad supply, with advertiser demand, serving ads from an ad server. Use third party cookies
    • Ad Server
      

    • Display versus Native: New York Times Plans Website Redesign For Jan. 8
    • Affiliate programs (for example: Amazon Associates and iTunes)
  • Apps (Airpush has a bold new plan for native mobile ads)
    • iAd
    • AdMob
    • Smartphone surprise success Flappy Bird earns $50K per day: Candy Crush: $850,000 / day
  • E-mail (CRM): customer management versus acquiring new customers (spam)
    • Opt in versus Opt out, clean list (IP Reputation)
    • Subject header:
      • TDN: Today’s Thoroughbred Daily News (for March 14)
        versus

      • Southwark: Applicant Sentiment, Snow Plow Parents & Admissions Transparency)
    • Call to action, be useful
    • Personalize
    • Images versus text
    • Optimize for mobile
    • Frequency, Consistency and Timing
    • Social sharing option
    • Analytics (open rates, click throughs)
    • Ten Infographics on Email Marketing Best Practices
    • 10 Tips for Delivering your Email Marketing Campaigns that get Opened and Read (IP Reputation)
    • Constant Contact
    • MailChimp
    • TargetX CRM
    • Gmail finally beats Hotmail, according to third-party data [chart] (Yahoo! number 1 in US)
    • Marissa Mayer on Yahoo Mail Outage: ‘We Really Let You Down’
    • Is Google Waging War On Email Marketers?, user tabs, images turned on and stored at Google
    • Gmail enables images by default and sends email marketing into frenzy
  • Text (SMS) (just don’t do it)
    • Ten Reasons to Just Say No to SMS Marketing
• Format: The Year in New Ad Units Reviewed
  • Display
  • Pop-up
  • Interstitial / Hyperstitials (you expect one thing, and see another): Paulick Report
  • Native
  • Sponsored stories
  • Video (Facebook Forces Video Ads on You Because Marketers Told It To) (expectation versus TV)
  • Pre-roll, Mid-roll
  • Mobile ad units
• Mobile shift
  • Issues: size, no cookies
  • Opportunities: geo location data
  • Consumers shifting to mobile (more so with Millennials)
  • Major advertising vehicles shifting focus to mobile
  • Weakened by Mobile, Desktop Search Advertising Is Declining
  • Mobile-Ad Revenue Explodes, Finally Set to More Than Double, While Desktop-Ad Spending Rises an Anemic 1.7%
  • About 30% of digital spend, increasing its share rapidly as digital continues growth
  • Ads remain cheaper on mobile, versus desktop
  • Multiscreen Advertising, Audience Targeting Lead the Way for Mobile Ad Targeting: Advantage Facebook, Google etc.
• Terms
  • Hits and Impressions
  • Page views
  • Click Through Rate, (CTR) average .1% for banner ads, 3% for search, social, .05% for display
  • Cost per action (CPA): Is CPE the Best Way to Quantify ROI?
  • Pay per click (PPC)
  • CPM
  • Key Performance Indicator (KPI)
  • Call to action
  • Landing Page
  • Conversion: Conversion Funneling (10 Essentials of Conversion Rate Optimization)
  • A/B Testing
    (real-time, real-time data)
    (How a Dutch travel agency increased bookings by 33% with A/B testing)

  • Opt-in, Opt-out
  • Cookie file:
    • How The Death Of The Cookie Will Only Help The Rich Get Richer
    • Ad IDs Kill The Cookie. What Then?
    • First versus Third-party
  • Programmatic Advertising (Video explains Programatic Advertising)
  • Behavioral advertising (cookie-driven)
  • Ad Retargeting
  • Contextual advertising (keyword-driven)
  • Advertising networks
  • Spam
  • Click Fraud (Google Acquires Web-Fraud Tracker Spider.io)

Analytics

• Google Analytics
• Facebook
• Twitter

Something more significant: shift to owned and earned media.