online advertising beyond search

Online AdvertisingBeyond Search

Presented by:Ashley Kemper

Senior Marketing Strategist

Blue Fountain Media | Ashley Kemper | @theashleykemper

Origins of Search

State of the Search Union

Advertising beyond Search


Origins of Search Advertising


Google: 2000


State of the Search Union


2012 2013 2014 2015 2016 2017$25

$50

$75

TV Digital Print

$ in

Bill

ions


$25billion

projected search advertising spending in 2015


Mobile is Saving the Search Market

2012 2013 2014 2015 2016 2017 20180

10000000000

20000000000

30000000000

40000000000

Mobile Search Desktop Search

$ in

Bill

ions


2013 AdWords Impressions

1.1 Billion

1.1 Billion

6.5 Billion

910 Million

285 Million

167 Million


Why’s it all gotta be about Google?


But what are my customers doing when they’re not on Google?


Advertising Beyond Search


The Funnel

Curiosity & Research

Planning & Due Diligence

Commitment


Advertising to the Top of the Funnel


Top of Funnel Goals

Generate Awareness Content Views


Display Ad Spending

2012 2013 2014 2015 2016 2017 20180%

25%

50%

75%

100%

Banner Video Rich Media Sponsorships


Display Ads: Samsung “Instant Satire”


Display Ads: IKEA “Learn IKEA Curtains”


Display Ads: JetBlue


Advertising to the Middle of

the Funnel


Middle of Funnel Goals

Repeat Visitors Product/Service Education


US Social Network Ad Revenue (billions)

2011 2012 2013 2014 2015

$2.45

$3.14

$4.32

$5.50

$6.70

7.6% 8.5% 10.2% 11.6% 12.8%

Social Ad Revenue % of digital ad spending


Funnel Position

YouTube

Facebook

Google+

Pinterest

LinkedIn

Tumblr

Twitter

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Only First Middle Last


Video: Dyson71,000 Interactions


Video: Dyson2.9+ Million Interactions


Remarketing: Puma


Video Remarketing: Nissan


Advertising to the Bottom of the Funnel


Bottom of Funnel Goals

Avert Objections Complete a Purchase


Dynamic Promotions


Mobile ad growth potential

2012 2013 2014 2015 2016 2017 20180

5

10

15

20

25

Rich Media & Sponsorships Video

Billi

ons


Mobile: US Open


Instead of this…



Convert


Get this!



Convert

Thanks!

Ashley KemperSenior Marketing Strategist

[email protected] | @theashleykemper