Set Your Marketing in Motion: Integrated Strategies for Today’s Market #MDRMIM

Digital Advertising at the Speed of Change

Rebecca Ryan, Digital Program Manager, MDR

Session goals

• Investigate current digital advertising channels.

• Learn about trends and opportunities in the digital advertising world.

• Identify challenges with constantly evolving space.

Popular Digital Advertising Channels

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Digital advertising channels: Banners, Rising Stars, & SoMe

• IAB’s Universal Ad Package banners still perform.

• Rising Star advertising units are expanding the space and increasing engagement.

• Social media channels provide a constant stream of new opportunities to connect with consumers in multiple channels.

Digital advertising channels: Universal Ad Package sample ads

Some sizes are more effective than others.

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Digital advertising channels: IAB’s Rising Stars benefits

• Larger, more dynamic ad units • Higher brand and messaging recall • Approximately 50% more time spent interacting with

Rising Stars ads (5.8 seconds) • A richer storytelling experience • Fusion of technological innovations with interactive,

creative ad units

Digital advertising channels: IAB’s Rising Stars challenges

• Cost development, adoption, and deployment costs may be too high

• Demand rich media design issues vs. demand (risk of adoption may be too great)

• Distribution questions of how, where, and why

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Digital advertising channels: Big SoMe advertising

• Social context makes ads more effective. – Facebook – Twitter – Pinterest – LinkedIn – Instagram – Tumblr

Digital advertising channels: Facebook PPA and right hand rails

• New, larger formats allow for creative expression with strong call to action.

• Early tests suggest the new format is up to three times more effective.

• Page Post Ads provide access to the most engaging part of Facebook.

• Facebook Exchange allows targeted audiences based on your CRM.

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Digital advertising channels: Facebook PPA and right hand rails

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Digital advertising channels: Twitter

• Reach followers likely to be interested in your brand.

• Build a community of advocates to share and amplify.

• Attract new followers before a major promotion, event, or product launch.

• Tailored audiences can use CRM data to create audiences based on your own data.

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Digital advertising channels: Twitter

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Digital advertising channels: Pinterest

• Promoted Pins appear in relevant search results through keyword targeting.

• Pay per click through.

• Drive traffic to products, promotions, and new materials.

• Pinterest ads fit naturally within the organic Pinterest user experience.

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Digital advertising channels: Pinterest

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Digital advertising channels: LinkedIn

• Acquire new customers through Sponsored Updates.

• Raise brand awareness, build relationships, and drive quality leads.

• Extend your reach to the LinkedIn feed across web, mobile, and tablet.

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Digital advertising channels: LinkedIn

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Digital advertising channels: Instagram

• Currently “working closely with a handful of brands that are already great members of the Instagram community”

• Adidas, Ben & Jerry's, Burberry, General Electric, Levi's, Lexus, Macy's, Michael Kors, PayPal, and Starwood

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Digital advertising channels: Instagram

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Digital advertising channels: Tumblr

• Sponsored – Mobile Post – Web Post – Radar – Spotlight – Trending Blogs

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Digital advertising channels: Tumblr

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Digital advertising channels: Creating the right playlist

• Find your audience. • Develop the right content for the

channel. • Align product/service and channel. • Test, measure, analyze, optimize.

Digital Advertising Trend Watch

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Digital advertising trends

• Big Data influences abilities and opportunities to precisely target consumers and deliver messaging.

• Native Advertising blurs lines between content and advertising and opens new channels.

• Content is (still) king. In fact, it’s more important than ever.

Digital advertising trends: The role of Big Data

How do we make sure that the message is seen, BY THE RIGHT PERSON? • Online tracking cookies and Web Site Pathing – STILL VALID! • More CRM data and location-based data used for cross-platform targeting • Finding the right consumer requires a multi-faceted approach.

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Digital advertising trends: The role of Big Data

• Different channels provide opportunities to target in different ways: – Suggested/possible/likely educators can provide a

broad reach of likely candidates.

– Data matching connects with highest accuracy, using email, first name/last name, or other fields to serve ads to highly targeted lists.

• Some channels provide both options.

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Data-driven vs. DIY targeting

The way DIY targeting works, if someone says they work in Education, they may get (mis)identified as an educator.

Data-driven vs. DIY targeting 118

Data-driven targeting example: Based on MDR Data

Audiences Institution: • Grade Ranges • School/College/Library/

Day Care Type • School/District Size • Title I

Personnel: • Job Title • Job Group • Subject/College

Discipline Taught • Highest Degree Level

Household Demographics: • Age • Gender • Geography • Household Income • Presence of Children

Facebook DIY targeting: Self-identified English teachers

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Twitter DIY targeting: By followers & like followers

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Twitter DIY: By interests

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Digital advertising trends: Native advertising

• “Advertising in the content well”

• Non-traditional lives outside IAB

• Not editorial content but mimics the editorial content around them

• Blurs the line between content and advertisement

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Digital advertising trends: Native advertising

• Can include – In-feed – Paid search – Promoted listings – Sponsored stories – Promoted tweets – Promoted videos

Social Media Native Ad spending is expected to

increase 61% between 2014 & 2017. (BIA/Kelsey, "Annual US Local Media Forecast: Social Local Media 2012-2017" Dec. 18, 2013)

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In conclusion

• The everywhere, always-connected consumer places new demands on marketers—and new opportunities.

• Digital advertising works with your other channels to engage consumers in the places where they work and live.

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