Digital AdvertisingInformation Culture Final

12/10/12

• Advertisers have and will always follow consumer trends and technologies to reach their target markets.

The Beginning• The first Web Banner

• October 25, 1994• HotWired (the magazine, not the travel website)• The first commercial website that began selling ads in

bulk

• AT&T- You Will campaign• 468 x 60 static GIF

The Past• Web banners peaked during the .com boom in the 90’s.• US $8.2 Billion• Ads were usually 468 x 60 or smaller, static or animated GIFS with bright

colors and graphics• Ad revenue dropped after the .com bust in the 2000’s.• Ads became expensive and CTR were low.• Pop up ads were annoying and did content was not targeted to correct

audiences.

The Present

• Publishers and communications providers have and will always use advertising as a way to increase revenues.

• Well designed ads and apps are important to keeping your target audience engaged with your brand.

Design Rules1) Know where the banner is going to be displayed2) Write great copy3) Add quality, convincing graphics4) Use appropriate fonts and colors5) Follow the publisher’s rules6) Create interaction

NO

YES

YES

• Technology like Flash Animation and Java Script allows for more interactive ads. The gameification of ads results in an increase in time spent with your brand and increases the value of your advertising.

Great examples

• http://demo.pointroll.com/PointRoll/AdDemo/CVS/HOT_DEAL_REFRESH_PaperBoy_728x90_Exp_B_DerivePd10.asp

• http://www.smalleststoreintheworld.com/banner/en/index.html

• Victoria Secret App• Candy Sports

• Through Google Adwords, Retargeting, Social Media and Mobile Apps, users can choose which ads they receive and helping brands increase sales.

Facebook Ad OptionsStandard Facebook ad

Consists of a simple title, photo and textPromote your page or specific posts within your pageChoose your target audience, reach, and frequencyMeasure your ad’s performanceAppears along the side of the newsfeed or next to a friend’s photo

Promoted PostsPay to ensure that your company’s post will appear near the top of your fan’s news feed

Twitter Promoted PostsLinkedIn ads for B2B

Google Display Network and Retargeting

• http://www.youtube.com/watch?feature=player_embedded&v=hxNG9nR71ME

• http://www.youtube.com/watch?feature=player_embedded&v=9A7DRqWz-3U

The Future• Online advertising will continue to grow because of it’s tracking

and targeting capabilities that traditional forms of advertising cannot compete with.

• Advertisers will run into new challenges when trying to reach targets as fragmentation increases.

• The Internet in 2020– 4 billion internet users– Growth coming from developing countries– Many devices will be connected to the internet

• Computers• Cell phones• Tablets• Smart TVs• Buildings• Bridges• Roads

• A user’s internet use will become more fragmented.– Computer at home– Tablet in meetings and class– Cell phone for on the go

• Similar to when cable grew, this fragmentation will bring new challenges.– How can you remarket to users from their laptop to their cell phone?

• Advertisers will work less with media sales representatives and more with automated placements with Google and Social Media.

• Advertisers will spend a lot of time with analytics in order to measure ROI across different devices.

• New Technology will allow for new advertising opportunities.

• http://www.youtube.com/watch?v=FpqW2wvhNoE

• http://www.youtube.com/watch?v=9c6W4CCU9M4

Example of Digital Media Plan for a local Baltimore client

Digital Media Recommendation12/10/12

Client Logo Agency Logo

Objective• Increase awareness and raise the consideration for the client in

their communities.

• Campaign Dates: December 1, 2012- June 30, 2013

Target Audience• Adults 35-54• Located in Baltimore, Harford, Carroll and Howard Counties• Looking for general practice/ specialty physicians in their

community

Client Logo Agency Logo

Campaign Goals• Reach target audience across a variety of digital platforms

• Use a variety of techniques to increase ad frequency

• Run in conjunction with traditional media ads for a fully integrated campaign

• Use existing creative for easy recognition

Client Logo Agency Logo

StrategyGoogle Search- 30%

ROS Display Banners- 40%

Retargeting Display Banners- 10%

Mobile- 15%

Social Media- 5%

Client Logo Agency Logo

Search• Focus 30% of the digital media budget on Google

Adwords• Run throughout campaign: Dec 1, 2012- June 30, 2013• Target users in key zip codes

Retargeting• Use Google Retargeting tool to capture visitors

after page abandonment• Non- expandable boxes and leaderboards• Tool to use throughout the campaign

Client Logo Agency Logo

Display Advertising• Local news sites continue to be an important and

influential part of individuals’ lives.• Important information source• High level of trustworthiness• Respectability

• Ads will run in conjunction with the local traditional media outlets.

• Expandable boxes and leaderboards in standard sizes across all sites.

Client Logo Agency Logo

Display AdvertisingDECEMBER JANUARY FEB MARCH APRIL MAY JUNE

Interactive 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24

WBALTV.com

ROS Geotargeted to target zipcodes                                                              

Baltimore County News Channel    

Carroll County News Channel    

Howard County News Channel    

Harford County News Channel    

WJZTV.com

ROS Geotargeted to target zipcodes                                                              

CBS HealthWatch Channel        

ABC2News.com

ROS Geotargeted to target zipcodes                                                              

Lifestyle Channel        

Baltimore County News Channel    

Carroll County News Channel    

Howard County News Channel    

Harford County News Channel    

BaltimoreSun.com

ROS Geotargeted to target zipcodes                                                              

Health Section    

Client Logo Agency Logo

Mobile

DECEMBER JANUARY FEB MARCH APRIL MAY JUNEMobile 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24

Millennial Media

Variety of mobile apps and games geotargeted to target zipcodes                  

WJZ Mobile

WJZ apps geotargeted to target zipcodes                  

• Reach target audience at the right place and time• Use of mobile devices are growing at a fast rate• 35,000 apps on Millennial Media’s platform

Client Logo Agency Logo

Social Media

• 30% of Facebook users are within the target age range• Focus a small percentage of the media budget on Facebook ads• Inexpensive and easy to find target audience• Standard Facebook ad including headline, copy, and image

Client Logo Agency Logo

Summary• Focus on Google search and retargeting throughout campaign• Use local news websites in conjunction with local traditional media• Increase frequency by running ads across multiple channels and devices• Use existing and matching creative across campaign for low creative costs

and high recognition

Client Logo Agency Logo