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Ds lecture 8
This document provides an overview of digital advertising strategies and formats. It discusses the goals of digital advertising like customer acquisition, loyalty, and nurturing. It describes key formats like display, mobile, native, social, and programmatic advertising. The document outlines how different formats can be used across devices and channels. It also discusses metrics like click-through rates and provides insights into emerging trends in digital advertising like the growth of native and programmatic formats as well as the potential for shoppable ads.
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Ds lecture 8
- 1. digital strategy #DS 8 Displayadvertising… paid media
- 4. …to present day…a little more subtle!
- 5. UK Digital adspend in 2018… PWC/IAB, 2019
- 7. 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, Hubspot 2019
- 8. 4 goals ofdigital advertising… Marketo, 2019 Customer acquisition Customer loyalty, cross and up sell Brand-building Customer nurturing
- 9. Key digital advertisingformats… …from Google, as a media owner …other media owners, facebook, TikTok, twitter, online news… …offer similar, but different formats
- 10.
- 11. Display… Can use avariety of different types of media, across devices and channels static video cinemagraphic search pop-ups interstitials banners Mobile… browser, app, message social promoted in-stream overlays remarketing
- 13. How AdRank iscalculated… Average CTR for search ads is 1.91%...
- 14. Display… Need a veryclear CTA …if static then a strong hero image is needed 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… Average CTR for display ads is 0.35%...
- 15. remarketing… primarily used forconversion but… …great for brand awareness (recall) higher ROI than normal display ads specific targeting
- 16. 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)
- 18. Mobile… Multiscreen campaigns arehighly effective for FMCG brands… Supported by mobile advertising following the same creative, targeting those who have been exposed to the TV ad… TV is still king for achieving reach and driving awareness …up to 50 percent higher purchase intent …up to 5 percent higher interest in product InMobi, Unilever, MindShare, 2019
- 20. Interactive mobile adformats…
- 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, 2019 …paid for medium… as opposed to owned
- 24.
- 25. Social media advertising… …promotedposts, facebook ads, ‘dark’ posts …promoted tweets, ‘cards’, promoted accounts, trends Key platforms… Facebook, Twitter, Instagram, YouTube, LinkedIn …single photo, carousel, video, stories, shoppable …in-stream ad, in-search, in-display, in-video overlay …sponsored updates, ads, lead accelerator, sponsored inMail
- 26. …designing social mediaads …compelling messages …eye-catching visuals …shareability …a clear CTA …a personality
- 27. 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
- 28. DoubleClick by Google,2019 DoubleClick by Google, 2019
- 32. …used by 21%of UK adults… 27% worldwide But over half would turn it off to access content …45% wouldn’t block ads if they didn’t interfere …22% of mobile users (worldwide) block ads thedrum, statista, iab, 2019
- 33. 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
- 34. …some adblockers carryacceptable advertising
- 35. worst display adformats…
- 36. Digital Information World,2019 …key motivations for ad blocking
- 37. Native Programmatic …thefuture? Native advertising makes up nearly 60% of display ad spend …can deliver video, avoid adblock and target via creative …a less irritating digital medium? Native is also highly effective on mobile iab, wsj, emarketer, 2019
- 38. …as well asprogrammatic/native… AI is seen as the future …but we need cross-channel activation
- 39. And finally …shoppable imagesand video content via Google