Livertising #14. 7 Advertising goes online student version

LIVEr&sing  14.7

ADVERTISING GOES ONLINE

ONLINE?

http://livertising.net/blog/2014/10-dream-jobs-for-your-future/

% share of each major ad medium

0

12,5

25

37,5

50

tot TV tot Print Radio Digital

Adspend Consumpt°

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collusion

BLOWING A FEW MYTHS

MYTH #1

Universal Google Analytics

34%

MYTH #2

h)p://youtu.be/B9vPoCOP7oY

MYTH #3

Perception Map

This Perception Map shows what users will see on your website within the first few seconds of opening the page. Your offer's main benefits and a clear call-to-action must stand out to improve usability and conversion rates.

http://Livertising.net

Attention Map

Users only have so much attention to give your website. This attention map shows visually how that attention is distributed across your page. These results allow for an fine-tuning of your website's most important design elements and layout to ensure that the "attention budget" is spent wisely.

http://Livertising.net

Hot Spots

The Hot Spot Map combines the Attention and Perception Map's information in one global view: the bigger the circles, the more eye-catching the underlying elements. More than one circle on one element indicates that the area will most probably be viewed several times - even in the orientation phase.

http://Livertising.net

• CTA (wording, size, colour, placement...)

• Headline • Product/service description • Form (length, type of fields...) • Layout, style, colours, background,

pictures... • Pricing, promotional offers... • Amount of text, fold...

MYTH #4

Measuring  online  ac&vity:  tracking  – Interac=on  

Visits,  unique  visitors,  visit  dura=on,  page  views  !– Par=cipa=on  

 Ac=ons  completed  

!– Conversion  

CTA  >  Lead  >  Sales  

!– Outreach  

RSS,  sharing,  viral  effect

Measuring  online  ac&vity:  tracking  – Interac&on  

• Visits,  unique  visitors,  visit  dura=on,  page  views  !

– Par&cipa&on  •  Ac=ons  completed  

!– Conversion  

• CTA  >  Lead  >  Sales  !

– Outreach  • RSS,  sharing,  embeds,  viral  effect

Bounce rate

MYTH #5

Genera=on  C  &  P

Where%has%the%«%consumer%»%gone?%

is  online  to  keep  increasing?WHY

landscapeTHE ONLINE