digital strategy lecture 8
TRANSCRIPT
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