online advertising: using data to drive conversions for national art marketing conference
TRANSCRIPT
WELCOME!
ONLINE ADVERTISING: USING DATA TO MAKE CONVERSIONS ONLINE
#OnlineADVT
Online Advertising: Using Data to Drive Conversions Online
facebook.com/capacityinteractive@capacityint
Market Smarter!
Capacity Interactive helps arts organizations use interactive tools to engage audiences, build community, and
Many arts organizations are not investing enough in digital media or infrastructure
Time Spent with Medium
Source: eMarketer
Digital
TV
Radio
Outdoor
Source: eMarketer
US Total Ad Spending by Medium
Estimated
source: Accenture Interactive CMO Study for AdWeek July 1, 2014
66%of arts orgs spent under 20% of ad budget on digital
Capacity Interactive Digital Marketing Benchmark Study 2013
42%spent under 15%
Time Spent with Medium
Source: eMarketer
64%
turn to the Internet for arts
information
Google/Ipsos MediaCT, Ticketing Study, March 10–21, 2014.
75%Users go to
the internet first
37%Use the internet during information gathering
Capacity Interactive Digital Marketing Benchmark Study 2013
49%
of tickets sold online in 2013
up from 46% in 2012
See
Think
Do
Care
You Must Become A Media Company
Fundamental Shift
Strangers
Friends
Customers
Evangelists
Content
Leads / Permission
Permission Based Communications/
Storytelling
Ticket Sale Delight
Social Media
71%
% of US Adults on Facebook
21%Pinterest
18%Twitter
17%Instagram
2013 Pew Research report
You Must ConnectBeing Boring is a SinVisualize Everything
Facebook advertising is a near perfect medium for arts organizations
$3,000Media Investment
$25,000Ticket Sales
737%ROI
Friends of Fans
Interest Targeting
Lookalikes
Fans , Remarketing
&CRM
Acquisition
Nearest & Dearest
Impressions
1.1 million
1.4 million
Clicks
2,000.2% CTR
27,0002% CTR
Conversions
65$12,000 Revenue
128$23,000 Revenue
-33% ROI
360%
ROI
Cost
$18,000
$5,000
Plus with Facebook you get:
89,000 Likes, Comments, Shares
1,600 Page Likes
online
Facebook Can Sell Subscriptions
2,555%FacebookROI
2,446%Google Display
ROI
$20Display & Facebook
CPA
Seattle Opera begins our second half-century with a signature blend of the familiar and the unexpected.
Announcing our 2014/2015 Season.
View Season & Renew Today>> goo.gl/nRB5bG
Renew by 3/15 to retain or upgrade your seat location.
Raise a glass to FREE PARKING!
Subscribers park for free, so renew today:
>> goo.gl/nRB5bG
When it comes to parking, the closer, the better. For the most convenient parking options, make sure to renew before MARCH 21st.
Seattle Opera begins our second half-century with a signature blend of the familiar and the unexpected.
Announcing our 2014/2015 Season.
View Season & Renew Today>> goo.gl/nRB5bG
Renew by 3/15 to retain or upgrade your seat location.
SAME SEAT. LOWEST PRICE.
Did you know that ticket prices vary depending on when you purchase?
>> goo.gl/nRB5bG
To keep your seats at the best price, renew your subscription by MARCH 15th.
39,593%FacebookROI
$170,969Facebook Generated Revenue
204Facebook Conversions
You are probably under-utilizing Facebook advertising. It’s powerful. Use it more.
Video
45%Think more favorably
about a show
68%Influences a purchase
Online Video Influences Behavior
Google/Ipsos MediaCT, Ticketing Study, March 10–21, 2014.
40%% of watch time on mobile
More AdultsThan most cable networks
GoogleTargeting capabilities
$4,000Media Investment
$31,000Ticket Sales
637%ROI
Capacity Interactive Digital Marketing Benchmark Study 2013
68%Of YouTube users say it is a
place to celebrate creativity
Inspire?Does it
Entertain?Does it
Educate?Does it
If the answer to any is NO, don't produce it.
The content of your videos should be as compelling as the work you put on your stage
Evolution of Display
Content Network
Topic & Contextual
Interest Targeting
Lookalikes
Remarketing
Acquisition
Nearest & Dearest
“All great changes are preceded by chaos”
-Deepak Chopra
PALM BEACHOPERA
$4 Million Annual Budget3 Performances of 3 Mainstage Operas1 Free Outdoor Concert
MAKING YOUR CASE WITH
UPPER MANAGEMENT
“WHY SPEND MORE TIME/ENERGY/MONEY
ON ONLINE?”
“OUR PEOPLE AREN’T ONLINE.”
More than half of American adults ages
65 or older use the internet.
Of those people, 70% use the internet daily.
Source: Pew Research Center’s Internet & American Life Project
75% of internet
users age 50 and over
make purchases online.
66%of them
research largerpurchases
online.
Source: eMarketer
Internet users over the age of 50
overwhelmingly use desktop computers
to access the internet.
Source: Pew Research Center’s Internet & American Life Project
TELLING YOUR AD REPS
Breaking the news to your ad reps.
IMPLEMENTING THE PIXEL
RESISTANCE IS FUTILE.
THE PIXEL MUST BE
IMPLEMENTED.
BEFORE AND AFTERDATA
PER OPERA PER SITE: $2,500 - $3,000
NATIONAL & LOCAL SITES
TARGETED VIEWERS
PLEASANTSURPRISES
CONNECT WITH [email protected]@palmbeachopera@cecidadisman