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Dont worry well sort yer title slide out
Growing Faster
Across Europe, growth of digital ad spend averaged at 13.1pc.However, Ireland topped the poll with a 29pc surge in digital ad spend.This is more than double the European average of 13% growth - See more at: http://www.wolfgangdigital.com/blog/ireland-digital-marketers-euro-2016#sthash.UB4AZ7pE.dpufIs there another version of this graph
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Total Digital Spend in Ireland for 2015.
340 million
Total digital spending reached an estimated 340 million in 20153
This represent 41% (combining IAB digital figures with Core Media market figures). Globally its 30%.4
Is that a big deal?
Emarketer.Were about 4 years behind the UK. They were at 41% back in 2012 5
This represent 41% (combining IAB digital figures with Core Media market figures). Globally its 30%.What can we do to stimulate further growth in digital advertising spend
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Bigger Overall Budgets?
Harder sell to the boss to get more budget So maybe it has to come from somewhere else 7
Media Consumption
Source: Digital Day Diary 20%
2014http://stakeholders.ofcom.org.uk/binaries/research/cross-media/2014/Digital_Day_2014_Overview_of_Findings.pdf1% of our time is spent on press Look at 2012 media scope report for consumption of digital media 8
Hands up if
Who picked up a newspaper 9
Claims a ROAS of 391 in 4 of all sales driven by media are driven by print advertising
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Claims a ROAS of 391 in 4 of all sales driven by media are driven by print advertising
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Paid over 70 million. One of the biggest pay packets in the coporoate world
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Admitted that they were uncomfortable with the proportion of ad spend going on pressThey were brave enough to do something about it13
Find a sustainable & effective strategy for communicating Tesco trade offers online ..with 30% of the typical monthly press budget.
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KPI(s)Reach+Reach
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Press Reach
213,549
Facebook ~ 1.6 Million Daily
Give the Facebook reach figure here18
Creating a Journey
Show creatives 19
Our creative approach to building this journey was going to be particularly important, especially for metrics beyond reach. For example, we were conscious that we didnt want to negatively impact engagement rate on Facebook.20
Taboola
YouTube
Audience Building
Need to build a universal list that can be segmented.25
Results - Reach
ChannelReachCost / Reach
Press298,4800.15
Facebook843,9900.01
YouTube220,9210.009
Emarketer.Were about 4 years behind the UK. They were at 41% back in 2012 26
Incrementally more reach Encourages advocacy Builds trust
Results Dark Social
When is the last time you cut out a press ad and gave it to your friend?
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Results Niche Targeting
Targeting dog owners, dog training, people who like particular dog breeds77% uplift in store vs the previous when the sale was also on?28
What does 30% of monthly press spend get you?
Emarketer.Were about 4 years behind the UK. They were at 41% back in 2012 29
Takeaways Youre spending too much on press.
Understand how your customer consumes media to help guide marketing channel selection.
If reach is a KPI, Facebook will win and will be cheaper.
Use digital to help you build a multi-channel approach.