digital strategy lecture 8

8

IAB, 2017

UK Digital ad spend in 2016…

IAB, 2017

UK Digital ad spend in 2016 across mobile and desktop…

Why bother with digital advertising…

Your buyers are constantly connected to digital channels

The availability of data enables personalisation and seamless conversion

Digital channels give us greater targeting capabilities

Nielsen, Marketo, 2017

4 goals of digital advertising…

Marketo, 2016

Customer acquisition

Customer loyalty, cross and up sell

Brand-building

Customer nurturing

areas of focus…

programmatic

mobile

native

display

social

Programmatic…

…removing the human element of buying

much more efficient

use of software to purchase digital advertising…

Programmatic RTB

Programmatic Direct

a method of serving ads rather than a medium

it’s a complex industry landscape…

adroll, 2016

Display…

Can use a variety of different types of media, across devices and channels

static video cinemagraphic flash

pop-ups interstitials banners

Mobile… browser, app, message

social promoted in-stream overlays

remarketing

Display…

Display…

Need a very clear CTA

…if static then a strong hero image is needed

Always be testing…

Keep it short and get to the point

…consistent branding and company logo

Match landing pages to advert content

Include some sense of urgency, time limit, sales promotion…

remarketing…

primarily used for conversion but…

using remarketing…

adroll, 2016

Browser-based… text, static, pop-ups, video, social

Permission-based… SMS, MMS, email

Mobile…

In-app… push notification, in-app message, image, text, video (banner)

Mobile…

Multiscreen campaigns are highly effective for FMCG brands…

Supported by mobile advertising following the same creative, targeting those who have been exposed to the TV ad…

TV is still king for achieving reach and driving awareness

…50 percent higher purchase intent

…15 percent higher interest in product

InMobi, Unilever, MindShare, 2016

Native advertising…

…less intrusive than display, less clutter to compete with

…designed to look and feel exactly like the page content, ‘seamless’

…52 percent increase in purchase intent

…32 percent increase in brand favourability

Marketo, 2016

…paid for medium… as opposed to owned

…used by 22% of UK adults

But over half would turn it off to access content

…45% wouldn’t block ads if they didn’t interfere

…400 million block on mobile, 200 million on desktop

thedrum, 2016; iab, 2017

…some adblockers actually carry advertising

Adblock plus pushes ‘acceptable ads’…

Ads must not interrupt user’s natural reading ‘flow’

Ads should always be recogniseable as ads

Ads should leave enough space for primary content

Also specifics for text, image, in-feed and search ads

Social advertising…

Social advertising…

…promoted posts, facebook ads, ‘dark’ posts

…promoted tweets, ‘cards’, promoted accounts, trends

Key platforms… Facebook, Twitter, Instagram, YouTube, LinkedIn

…single photo, carousel, video, stories

…in-stream ad, in-search, in-display, in-video overlay

…sponsored updates, ads, lead accelerator, sponsored inMail

…designing social ads

…compelling messages

…eye-catching visuals

…shareability

…a clear CTA

…a personality

Native Programmatic …the future?

Facebook earned almost $15billion from this in 2016

…can deliver video, avoid adblock and target via creative

…a less irritating digital medium?

Native is also highly effective on mobile

iab, wsj, 2017

…as well as programmatic/native… AI is seen as the future

…but we need cross-channel activation