1
Digital MarketUpdate.
Author: Pug Life Ad Solutions, Damus ChuPrepared on February 2014
2
Agenda.
Why Invest in Digital?Digital Landscape.Digital Opportunities.
3
Why invest in digital?
There’s a couple of reasons to use digital media.
4
Businesses – Revenue Down.
2 out of 5 business owners reported annual revenue decrease!
Source National Business Monitor Report: Feb13 (1,000)
5
Consumers – Confidence Up.
42% (+5%) expect the economy to have ‘good times’ over the next 5 years. 17% (-2%) expect ‘bad times’
Consumer Confidence jumps to highest level since January 2011
Source Consumer Confidence Report: Oct13(53k)
6
Businesses investing in digital – Win!
High digital engagement businesses saw $350k increased revenue. Only 16% of businesses have high digital
engagement!
Source Access Economics Report 2013 (500)**$ Figures forecasted revenue by Pug Life Ad Solutions
Low Digital Engagement Businesses
High Digital Engagement Businesses
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
0%
20%
40%
60%
80%
100%
120%
140%
** $1,350,000
** $1,700,000 100%
126%A
ve.
An
nu
al R
even
ue
% D
iffere
nce
7
Enable interactions on Screens.
A massive 90% of interactions occur on digital screens
Source Thinks Docs – New Multi Screen World
39% of business owners revenue
are down
3 year high in
consumer confidenc
e
30% increase in revenue for
business owners
with digital presence
90% of all media
interactions are across
digital screens.
Brands investing in digital win.
8
There are 4 sources of research suggesting why Australian businesses should invest in digital media
9
Digital Landscape.
The current state of digital in Australia.
10
Digital Snapshot.
16.8m Aussies Online
810m mobile impressions
36% site visit on
Mobile & Tablet
12.5m streamed
video
40hrs/mth online
6hrs 49mins/
mth streamed
14.4m unique on Facebook
10.8m unique
stream YT
10.9m unique on
Mi9
4.1m unique
stream FB
76% of Aussies are online mainly using FB, Youtube and NineMSN2 out of the 5 site visits are on Mobile & Tablet
Source Online Landscape: May 2013
Mobile & Tablet snapshot.
11
Mobile
59% Aussies use web
on mobile
78% smartphone users research products
55% use a social
app
41% smartphone users
made purchase
s
1H 40M spent on mobile
each day
PayPal / NFC /
iBeacon enable user
payments
Mobile takes over
Desktop in 2014
Tablet takes over
desktop in 2017
Mobile & Tablet are very important devices over the next 3 yearsAgencies will be recommending to build your landing pages in HTML5 to be device
agnostic
Source Digital Buzz 2014 Stats Facts & Google Think New Multi-screen World 2013
12
Top News Environments.
#12.76m #2
2.75m
#32.45m #4
2.39m
Leverage top 4 news sites in AustraliaReach business and retail customers on higher reach days Monday/Tuesday/Wednesday
Source: Nielsen Online Ratings January 2014
FUN FACTS:My Kitchen Rules =
1.766mThe Block = 1.234m9 News = 1.091m
Source: OzTam 26th Wed Feb 2014
13
The complex digital ecosystem.
Agencies are able to manage the 15 categories above, and curate the best possible mix of digital channel plan to meet your marketing
objectives
Source: Lumascape Resource Center
14
Industry Benchmarks.
Apparel
AutoB2B
Caree
rs
Consm
r.Pck
ged G
oods
Corpor
ate
Elec
tronics
Ente
rtain
men
t
Finan
cial
Gamin
g
Gover
nmen
t/Util
ities
Health
/Bea
uty
Med
ical
News/Med
ia
Resta
urant
Retail
Service
s
Sports
Tech
/Inte
rnet
Teleco
m
Trav
el0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.08% 0.08%0.06%
0.04%0.06% 0.06% 0.06%
0.08%
0.04%
0.22%
0.06% 0.06% 0.07%
0.03%
0.08% 0.07%0.05% 0.05%
0.03%0.05% 0.06%
0.09%0.12%
0.05%
0.31%
0.10%0.13%
0.19%
0.13%
0.07%
0.15% 0.14%
0.21%
0.12%
0.07%
0.20%0.23%
0.07%
0.15%0.18%
0.08%
0.12%
Standard CTR% Rich Media CTR%
Clic
k T
hro
ug
h R
ate
%
Gaming, Apparel and Auto tops the list of industries expect higher responsiveness
Tech, News & Finance need creative to work harderManaging your expectations according to industry click through rates
15
Ad type benchmarks (AU only).
Floating Ad In-Stream Mobile Floating Ad w Reminder
Expandable Banner
Rich Media Polite Banner Standard Banner
-0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
1.53%
1.30%
0.67%
0.37%0.25%
0.13% 0.08% 0.06%Clic
k T
hro
ug
h R
ate
%
Floating ad units yield the highest response rate but are expensive to use
The recommendation would be to use them for campaign launches
16
Mandatory Desktop ads.
300x250
300x600
160x600
728x90
There are x4 mandatory display ad units to use. This is to ensure you maximise your reach
Source: Press Releases2013 Universal Ad Package
17
Mandatory Mobile Ad Units.
The 300x50 & 320x50 are the mandatory mobile ad units to use across key publishers such as InMobi and AdMob
Source: Press Releases2013 Universal Ad Package
18
Digital Opportunities.
Latest Digital Media Opportunities
19
Digital Updates by Tactic.
The purchase funnel is used to strategically plan the right channels to meet your objective
AWARENESS
INVOLVEMENT & ADVOCACY
PURCHASE
TACTICS
Interactive Video & Connected TV
Content Amplification, Use Images on Social, Dial-up FB, Building a
Bespoke LinkedIN App
DIGITAL UPDATE MEDIA OUTPUTS
The Trade Desk, Re-targeting, Criteo, Microsoft Media Network,
Creative Tips, Leverage KWs.
Unique Visitors & Impressions
Affinity, Likes, Comments, Shares, +50% Video, Competition
Entry, Dwell Time
Applications, Brochure Downloads & Sale
Interactive TVCs.
20
360 Spin
TVC
Photo Gallery
Play Game
Win Prizes
Download Brochure
Book Test Drive
Boost engagement (~3%) and completion rates (~72%) using interactive TVCs
Choose one to Skip:
View-ability Tool:
21
Innovative Connected TV ads.
Be one of the first in Australia to invested in Connected TV opportunitiesThe audience is typically tech savvy, affluent and a movie lover
1/3 Australians own TV with access to internet
300-400k Australian have connect to internet
They are streaming TV shows and moviesOnce NBN is rolled out, usage will surge
Adconion partners withy LG and Samsung to sell exclusive ad inventory
Paid Content Marketing.
Text-links/ThumbnailsVideo Links
22
You’ve created amazing content already. It’s informative, easy to ready and newsworthy. Amplify these through the Outbrain network. Your
articles will appear native and organic to publisher websites
23
Getting Social.
Specific Targeting: Bigger CTR%
using Imagery:
Optimise to conversion on The Trade Desk
Images across all networks achieve higher response rates
Spends 2 hours across breakfast, lunch & night
Network
Own Account
Active User
Any 89% 62%
81% 53%
Twitter 42% 14%
Google+ 30% 14%
LinkedIN 23% 11%
15% 7%
FB usage dominates.
Source Digital Buzz 2014 Stats Facts, The Trade Desk, Pug Life Ad Solutions – Anecdotal Evidence
24
Dial-up Facebook.
Page Post Promotions to increase reach, drive brand engagement and spread WOM of special offers
Enable fans to vote their favourite designs / colours / range, they become brand ambassadors, & spread WOM
You’ve already created some FB posts with offers and votes Reach a lot more Australians with a bit of paid media
25
Build a Bespoke App on LinkedIn.
Engage with professional through a LinkedIn gameThese apps will live forever. This was built through the LinkedIN API
26
Reach 4.8m Professionals.Image Driven Professionals
Career Changers
Opinion Leaders
Entrepreneurs / Start-Ups
Eco-conscious Adventure Seekers
Active Lifestyle
Female Professionals
Run of Professionals
Road Warriors
Influencers
Millennial (reach adult-hood in yr. 2000)
Early Adopters Mobile Pro-sumers
Luxury Tech
Empty Nesters
Target career changers who just received a pay riseTarget key decision makers; C-Suite, Managers, etc…
27
TRADING DESKS
AD
VER
TIS
ER
S
SUPPLY EXCHANGES
CO
NS
UM
ER
S
DEMAND SIDE PLATFORM
(SOFTWARE)
REAL-TIME BIDDING
The Trade Desk: How it works?
SUPPLY SIDE PLATFORM
(SOFTWARE)
Here’s one example of a credible trading desk called “The Trade Desk”It trades up to $51m worth of Display and $4m Video ad inventory
28
Re-targeting across DSPs and DR Networks.
User clicks on your ad
Your Brand Page
User reaches your landing page. The Trade Desk drops a cookie
User is either:1) Negative targeting
if they make a purchase
2) Re-targeting if they make no conversion
Your target audience re-visits your landing page / visits your store to make a purchase
STEP 2
STEP 1
STEP 3
STEP 4
We can re-target people who have visited your siteWe recommend marketers use Google Tag Manager to ensure we have
all the conversion points & touch points are tracked
29
Creative Re-targeting.
Criteo can help manage relevant creative to be served to users depending on how they engaged with your brand on your site
30
Performance Channel.
MMN (Microsoft Media Network) Mass reach 16.8m of population
Top 5 digital media owner (vs. Yahoo, Fairfax, News and GDN)
+80 premium channels; Collect learnings & establish market CPA starting with a CPM-A
deal for 1st half of campaign
Revert to CPA over time for 2nd half of campaign to guarantee web sales
Pay per enquiry / web sale via CPA deals in 2nd half of campaign
Frequency cap @ 5 to avoid creative wear-out
31
Performance Creative Tips.
Test variations of the messaging, e.g.: “Beautifully designed, quality craftsmanship & affordable” “12 month interest free, save $500” “$500 cash back offer”
Higher coverage using; 300x250, 728x90, 160x600, 300x600, 300x50 SWF files with back up GIF/JPG. Animation to stop at 30 seconds. 3 frames; 1st brand, 2nd proof points, 3rd offer Beat the Mediamind Benchmark CY12
Leverage PPC Learnings.
32
Leverage keywords which have high click through rates and cost effective CPC in other media channels like display, radio, press,
etc…
33
About this presentation.
This presentation was constructed by the owner of Pug Life Ad Solutions, Damus Chu. His experience ranges across several industries over 7 years. It is aimed to
assist brands in marking well informed digital advertising decisions.
34
Thanks for watching.For enquiries contact:E: [email protected]: 0405 355 188W: puglifeadsolutions.com.au
