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Today’s Online Market
Agenda Why so many dollars to online?
– Today’s Online Marketplace
The Online Pyramid Display Targeting
– Video
Paid Search– Profile Management
Mobile Social Media Goodway Approach
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Why Have So Many Dollars Gone Online?
Share Of Mind & Eyeballs
4Source: Morgan Stanley Research, 2009
Share Of Mind & Eyeballs
Others show online even higher Regardless, it’s not an afterthought anymore An advertiser’s web site should be the center of
all marketing efforts
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But it’s the Wild West out there!
Let’s Simplify it…
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Targeting Options
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Online Targeting
Sites
PipesPeople
Sites
Demographic Clickstream (attitudinal, predictive
modeling) Contextual Uniques (reach) Pages/visit (engagement) Time spent per page or visit
(engagement)
People
Cookies– Behavioral
• Audience extension• Re-Targeting• Creative Re-Targeting
Technographic– Browser– OS– Domain type
“Pipes”- Geography
Each pipe represents an internet connection– From home or business (IP address) to ISP
node– ISP Node to ISP main station– ISP Main station to ISP central server
Node
Main Station
IP addresses grouped by node
Behavioral Targeting & Re-Targeting Technically they’re the same thing Both target off a past behavior
We typically define as:– Re-targeting is when we target users who have been to our
own site– BT is when we target users who have been to other sites
which we do not own and operate
RT BT
Your web site
How BT & RT Work
We saw them once Now we need to wait for them to appear again
User can’t watch the desired content unless they watch your ad Companion banner with video CPMs 30-50% less than TV Attention metrics 30-50% better than TV
Online Video
Online Video
Running Video?
Here’s your checklist: :15 only for best results
Know your goal Tracking to eCPA, or going for
video-viewing completions?
Convert your TRPs to impressions for better client understanding Goodwaygroup.com
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Metrics & Analytics – A Sprinkling
eCPA
Interaction time and Interaction rate
Video completion rate
Time spent in view
CTRPerformance based on placement within page
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This Could Go 50 More Pages
What’s important, though, is to know the depth of available research, targeting, and metrics available when buying online
What is the ultimate action you want the user to complete once they visit your site?
Is your client’s site ready?
Planning & Buying
Come with a “blank slate” mind
Practices that work in traditional media tend to either not work, or actually be counter-productive in online!
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Stock Buying and Digital Media Buying Can Have A Lot In Common
A few highly reputable firms have direct access to the major exchanges
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Stocks
Bonds
Mutual Funds
International
Smart Digital Media Is Nearly Identical
We (and other companies like us) have access to nearly any kind of inventory through major exchanges, and even off-exchange publishers
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But What About? Search Engine Marketing
Mobile
Social Media and Location-based Marketing
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Search Is The Preferred Method Of Finding Anything
More Telling…
Total search queries conducted monthly (as of 11/10)
That is an average of 57 searches per person, even if you include this guy:
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17,800,000,000
Planning Search
Everything starts here• Google’s QS system
impacts where/when your ad shows up and how much you pay per click
• A Quality Score is calculated every time your keyword matches a search query
• Bid $ is often cited as the least influencing factor
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Quality Score
Why Are Landing Pages So Important?
Search:– Google will actively lower your search ranking
if the landing page copy doesn’t match search intent/copy, or raise it if it does!
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Offer matches = happy consumer and happy Google!
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When 1 + 1 = 3- Display Campaign + Search = more traffic to your site
Historical Trending of OLA and PPC
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101 106 111 116 121
Time
Pai
d S
ear
ch C
licks
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
On
lin
e A
d Im
pre
ssio
ns
Paid Search Clicks Online Ad Impressions
Spikes in OLA are concurrent with spikes in Paid Search Clicks indicating a direct link between online advertising and searches.
Yellow Pages Spending To Decrease 39% In Next Three Years
Consumer Usage
Advertiser Spending Results
Source: Borrell & Associates Local Advertising Study
But Small Business Owners Are Smart!
69% are going to spend more online
But 78% would spend even more online if they had more time or expertise!
Consumer Usage
Advertiser Spending Results
Source: Borrell & Associates Local Advertising Study
So, Where Would You Go Online To Find A Local Professional?
The obvious answer is
But there are more than 100 sites for any given profession where you can find local professionals
Research reveals exactly which sites are worthwhile, and why
These sites are important, and this is just dentists! Imagine the rest
Kudzu? YellowBot? Don’t People Just Go To Google?
Correct – more people just go to Google
However:– Over 3MM unique users per month visit
Healthgrades.com to find doctors and dentists– Having your information the same (along with links to
your site) on all major search engines and directories improves your Google ranking
– Reviews posted on many of these sites get pulled into Google to influence your ranking
It all works together
Mobile Web Usage:28% of Total U.S. Adults Population
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U.S. Adults
No Mobile Web Use Mobile Web
U.S. Adults
Have Mobile Phone No Mobile Phone
82%
18%
65.3%
34.7%
Now, Mobile Strategy 101
Do you have a mobile site to send users to?
Can you convey your message in an ad smaller than the size of your hand?
Is the activity you want the user to perform on your site doable with a mobile site?
Do you have the time necessary to plan and build a campaign that can be seen by most all mobile users?
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Can you convey your message in an ad smaller than the size of your hand?
Good! And… not so good.
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Navigating The Social Media Landscape Can Be Daunting.
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Before You Spend A Penny
Do you have social media places/pages to send users to?– More than just Facebook, these places include Yelp, MySpace, etc.
Can you convey your message in very small ad sizes or a very brief sentence?
Do you have the time and resources necessary to plan/build site pages, update information frequently and create campaigns that can be accessed by most Web and mobile users?
Once you set up your social media pages, who will update the information and get it out to the users who have associated themselves with your company?
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How To Approach Digital Media Right
Holistically and with expert knowledge
OnlineAccess to 95% of
online users
BT data on 90% of online users
MobileAll platforms
In app and in-browser
Search
Across all major engines
Social
Full integration and reporting with
FB ad platform
VideoSelective publisher
relationships for quality content
We’ve Got A Roadmap
The new book, 30 32 Days To Going Digital: Profitably bringing your advertising agency into the digital world, can help
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