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Online Advertising*. *As of 8 a.m. September 8, 2010 Wes Williams - Director, Online Production - Scripps Networks [email protected]. Agenda. Online Ad Numbers for Context Types of Online Ads Social Media What’s Heating Up Challenges Ahead Trends. - PowerPoint PPT Presentation
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Online Advertising**As of 8 a.m. September 8, 2010
Wes Williams - Director, Online Production - Scripps [email protected]
Online Ad Numbers for Context Types of Online Ads Social Media What’s Heating Up Challenges Ahead Trends
Agenda
I’m here for you, so we can diverge at any
time. Make this interactive.
I am expressing my own opinion. The content published here has not been read by or approved by Scripps Networks Interactive and does not represent the company’s views.
Live social media sites contain uncensored comments from your future customers.
Standard Disclaimers
Let’s make sure the whole world knows we’re here.◦ Twitter◦ Facebook◦ LinkedIn◦ foursquare◦ Gowalla◦ Personal blog◦ Tumblr◦ MyTown
Before we get started...
U.S. online ad spending estimated to surpass print in 2010
Only TV is bigger
Breaking News (we saw coming)
Some Context
What about social media? It (mostly) overlaps these.
¾ of all online ad$$$
CPM – cost per thousand impressions Ad size and placement Rich media Video pre-roll/post-roll/overlay Targeting: demo, geography, time of day,
etc. Sponsorship Integrated content Click-through rates < 1%
Online Ad Pricing Factors
Ads in Eye Tracking Study
http://www.useit.com/alertbox/banner-blindness.html | eyetrack overview video
Ads targeted by search keywords Sold on pay-per-click (PPC) or cost-per-
impression (CPI) basis with advertisers bidding for tools
Google AdWords demo video Good backgrounder from Wikipedia Can be used to play lead generation
arbitrage Search Engine Optimization (SEO) is the
“free” form of SEM by improving natural search rannking. This is as much art as science.
Search Engine Marketing (SEM)
Providing detailed info Engaging 1:1 and 1:many Reaching many target markets Testing ideas Setting stage for consumers to work for you Reaching key influencers Online and offline combinations
◦ Especially leveraging online to generate offline discussion
What works
“The use of the Internet has become one of the great unifying experiences shared by billions of people across the world and this is now causing a parallel trend with the ‘re-socialisation’ of the media consumption experience...
“The combination of digital access, mobility and social networking is seeing consumption of all forms of media migrate from a solo activity towards being a social experience with viewers use social networking forums to discuss and share their views and content.”
This Internet thing may catch on
-Marcel Fenez, Global Leader, Entertainment & Media practice, PricewaterhouseCoopers, 6/15/2010 press release
What’s the difference
Replacing the Web Replacing e-mail and message boards
Facebook◦ Type/share all the
multimedia you want◦ Narrowcast to just
“friends” usually◦ You approve friends◦ Many ways to target
audiences◦ Support large app
community inside and outside its walls
◦ A destination
Twitter◦ Short messages: 140
characters◦ Broadcast “tweets”◦ Anyone can follow
anyone◦ Less targeting capability
(but changing soon)◦ Smaller app community
mainly connecting from outside its walls
◦ A pointer to a destination
http://twittermap.tv/ http://trendsmap.com/topic/knoxville http://www.geochirp.com/
Global is local is global
Local deal of the day Groupon.com/knoxville Encourages sharing Demo video:
◦ http://www.vimeo.com/moogaloop.swf?clip_id=2112924
Groupon
Old Spice Guy
From Wieden+Kennedy, Portland◦ See videos
Campaign received 1.5 billion impressions since its launch in February
130 million video views. Twitter followers are up 3200% Google searches are up 2200%. Facebook interactions are up 800-1000%. Traffic to Old Spice Web site is up 350-500%. Sales of Old Spice body wash have gone up 55% in the
past three months. Some SKUs up as much as 1900%.-MediaBistro, 8/19/2010
Old Spice Guy Results
Mobile apps (iPhone and Android) Streaming Video Apple
◦ iPad apps◦ iAds◦ Apple TV
TV Apps (e.g. Samsung) Google TV Twitter for business use
What’s heating up
Time commitment to social media and building a personal brand
Slicing the pie too thin so target market's too small
Meeting consumers on multiple platforms Breaking through the noise Lines blurring between ad types Focus efforts on what works Keep eye on the bottom line
Challenges ahead
More measurement More engagement with customers More partnerships More noise in the marketplace More convergence between media More specialization of online skills
Trends ahead
Feel free to contact me:◦ [email protected]◦ twitter.com/wesw◦ facebook.com/weswilliams
Thank you!
Questions?
