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Advertising Media Strategy Lecture 10
This document discusses digital advertising strategies and media planning. It notes that digital advertising budgets in the UK have grown significantly. There are four main goals of digital advertising: customer acquisition, customer loyalty/cross-selling, brand building, and customer nurturing. The key areas of focus for digital advertising are programmatic, mobile, native, display, and social advertising. It provides an overview of these different channels and strategies for effective digital advertising, including the importance of clear calls-to-action, compelling visuals and messages, and targeting across devices and platforms.
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Advertising Media Strategy Lecture 10
- 1. Advertising Strategy andMedia Planning Digital Advertising and Planning… 10
- 3. IAB, 2017 UK Digitalad spend in 2016…
- 4. IAB, 2017 UK Digitalad spend in 2016 across mobile and desktop…
- 5. Why bother withdigital advertising… Your buyers are constantly connected to digital channels The availability of data enables personalisation and seamless conversion Digital channels give us greater targeting capabilities Nielsen, Marketo, 2017
- 6. 4 goals ofdigital advertising… Marketo, 2016 Customer acquisition Customer loyalty, cross and up sell Brand-building Customer nurturing
- 7.
- 8. Programmatic… …removing the humanelement of buying much more efficient use of software to purchase digital advertising… Programmatic RTB Programmatic Direct a method of serving ads rather than a medium
- 10. it’s a complexindustry landscape…
- 11.
- 12. Display… Can use avariety of different types of media, across devices and channels static video cinemagraphic flash pop-ups interstitials banners Mobile… browser, app, message social promoted in-stream overlays remarketing
- 13.
- 14. Display… Need a veryclear CTA …if static then a strong hero image is needed Always be testing… Keep it short and get to the point …consistent branding and company logo Match landing pages to advert content Include some sense of urgency, time limit, sales promotion…
- 15. remarketing… primarily used forconversion but…
- 16.
- 17. Browser-based… text, static,pop-ups, video, social Permission-based… SMS, MMS, email Mobile… In-app… push notification, in-app message, image, text, video (banner)
- 19. Mobile… Multiscreen campaigns arehighly effective for FMCG brands… Supported by mobile advertising following the same creative, targeting tho who have been exposed to the TV ad… TV is still king for achieving reach and driving awareness …50 percent higher purchase intent …15 percent higher interest in product InMobi, Unilever, MindShare, 2016
- 21. Native advertising… …less intrusivethan display, less clutter to compete with …designed to look and feel exactly like the page content, ‘seamless’ …52 percent increase in purchase intent …32 percent increase in brand favourability Marketo, 2016 …paid for medium… as opposed to owned
- 24. …used by 22%of UK adults But over half would turn it off to access content …45% wouldn’t block ads if they didn’t interfere …400 million block on mobile, 200 million on desktop thedrum, 2016; iab, 2017
- 25. …some adblockers actuallycarry advertising
- 26. Adblock plus pushes‘acceptable ads’… Ads must not interrupt user’s natural reading ‘flow’ Ads should always be recogniseable as ads Ads should leave enough space for primary content Also specifics for text, image, in-feed and search ads
- 27.
- 28. Social advertising… …promoted posts,facebook ads, ‘dark’ posts …promoted tweets, ‘cards’, promoted accounts, trends Key platforms… Facebook, Twitter, Instagram, YouTube, LinkedIn …single photo, carousel, video, stories …in-stream ad, in-search, in-display, in-video overlay …sponsored updates, ads, lead accelerator, sponsored inMail
- 29. …designing social ads …compellingmessages …eye-catching visuals …shareability …a clear CTA …a personality
- 30. Native Programmatic …thefuture? Facebook earned almost $15billion from this in 2016 …can deliver video, avoid adblock and target via creative …a less irritating digital medium? Native is also highly effective on mobile iab, wsj, 2017
- 31. …as well asprogrammatic/native… AI is seen as the future …but we need cross-channel activation