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Online Advertising*

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  1. Online Advertising* *As of 8 a.m. September 8, 2010 Wes Williams - Director, Online Production - Scripps Networks wes@weswilliams.me

  2. Agenda • Online Ad Numbers for Context • Types of Online Ads • Social Media • What’s Heating Up • Challenges Ahead • Trends I’m here for you, so we can diverge at any time. Make this interactive.

  3. Standard Disclaimers • I am expressing my own opinion. The content published here has not been read by or approved by Scripps Networks Interactive and does not represent the company’s views. • Live social media sites contain uncensored comments from your future customers.

  4. Before we get started... • Let’s make sure the whole world knows we’re here. • Twitter • Facebook • LinkedIn • foursquare • Gowalla • Personal blog • Tumblr • MyTown

  5. Some Context

  6. Breaking News (we saw coming) • U.S. online ad spending estimated to surpass print in 2010 • Only TV is bigger

  7. Some Context ¾ of all online ad $$$ What about social media? It (mostly) overlaps these.

  8. Online Ad Pricing Factors • CPM – cost per thousand impressions • Ad size and placement • Rich media • Video pre-roll/post-roll/overlay • Targeting: demo, geography, time of day, etc. • Sponsorship • Integrated content • Click-through rates < 1%

  9. Ads in Eye Tracking Study http://www.useit.com/alertbox/banner-blindness.html | eyetrack overview video

  10. Search Engine Marketing (SEM) • Ads targeted by search keywords • Sold on pay-per-click (PPC) or cost-per-impression (CPI) basis with advertisers bidding for tools • Google AdWordsdemo video • Good backgrounder from Wikipedia • Can be used to play lead generation arbitrage • Search Engine Optimization (SEO) is the “free” form of SEM by improving natural search rannking. This is as much art as science.

  11. What works • Providing detailed info • Engaging 1:1 and 1:many • Reaching many target markets • Testing ideas • Setting stage for consumers to work for you • Reaching key influencers • Online and offline combinations • Especially leveraging online to generate offline discussion

  12. Social media advertising

  13. This Internet thing may catch on • “The use of the Internet has become one of the great unifying experiences shared by billions of people across the world and this is now causing a parallel trend with the ‘re-socialisation’ of the media consumption experience... “The combination of digital access, mobility and social networking is seeing consumption of all forms of media migrate from a solo activity towards being a social experience with viewers use social networking forums to discuss and share their views and content.” -Marcel Fenez, Global Leader, Entertainment & Media practice, PricewaterhouseCoopers, 6/15/2010 press release

  14. What’s the difference • Facebook • Type/share all the multimedia you want • Narrowcast to just “friends” usually • You approve friends • Many ways to target audiences • Support large app community inside and outside its walls • A destination • Twitter • Short messages: 140 characters • Broadcast “tweets” • Anyone can follow anyone • Less targeting capability (but changing soon) • Smaller app community mainly connecting from outside its walls • A pointer to a destination Replacing the Web Replacing e-mail and message boards

  15. Global is local is global • http://twittermap.tv/ • http://trendsmap.com/topic/knoxville • http://www.geochirp.com/

  16. Groupon • Local deal of the day • Groupon.com/knoxville • Encourages sharing • Demo video: • http://www.vimeo.com/moogaloop.swf?clip_id=2112924

  17. Old Spice Guy

  18. Old Spice Guy Results • From Wieden+Kennedy, Portland • See videos • Campaign received 1.5 billion impressions since its launch in February • 130 million video views. • Twitter followers are up 3200% • Google searches are up 2200%. • Facebook interactions are up 800-1000%. • Traffic to Old Spice Web site is up 350-500%. • Sales of Old Spice body wash have gone up 55% in the past three months. • Some SKUs up as much as 1900%. -MediaBistro, 8/19/2010

  19. What’s heating up • Mobile apps (iPhone and Android) • Streaming Video • Apple • iPad apps • iAds • Apple TV • TV Apps (e.g. Samsung) • Google TV • Twitter for business use

  20. Challenges ahead • Time commitment to social media and building a personal brand • Slicing the pie too thin so target market's too small • Meeting consumers on multiple platforms • Breaking through the noise • Lines blurring between ad types • Focus efforts on what works • Keep eye on the bottom line

  21. Trends ahead • More measurement • More engagement with customers • More partnerships • More noise in the marketplace • More convergence between media • More specialization of online skills

  22. Questions? • Feel free to contact me: • wes@weswilliams.me • twitter.com/wesw • facebook.com/weswilliams • Thank you!