2014 trends in digital advertising
DESCRIPTION
Display banner advertising is dead. Here are the three reasons why: Three problems with Display Ads 1. They can’t be shared. 2. Our eyes are trained to avoid them. 3. The model is broken.TRANSCRIPT
Trends in Digital AdvertisingAugust 22, 2014
Josh HopkinsDigital Marketing ManagerUS Life Science
Marketing Media Channels - [POEM]
EarnedMEDIA
OwnedPROPERTIES
PaidMEDIA
Organic• Mentions• Reviews• Shares• WOM• Viral
Advertising• PPC• Display
Ads• Retargeti
ng• Social Ads
Assets• Website• Email• Social
Media• Content
Display Banner Ads are Dead †
DEAD.Leaderboard Ad(728px × 90px)
ADVERTISEMENT
YUP, DEAD.Full Banner Ad(468px × 60px)
ADVERTISEMENT
ALL DEAD.
Vertical Ad(120px × 240px)
ADVERTISEMENT
STILL DEAD.Mobile Banner Ad
(300px × 50px)
ADVERTISEMENT
† DISCLAIMER: ALMOST DEAD
Display Banner Ads are Dead †
DEAD.Leaderboard Ad(728px × 90px)
ADVERTISEMENT
YUP, DEAD.Full Banner Ad(468px × 60px)
ADVERTISEMENT
ALL DEAD.
Vertical Ad(120px × 240px)
ADVERTISEMENT
STILL DEAD.Mobile Banner Ad
(300px × 50px)
ADVERTISEMENT
† DISCLAIMER: ALMOST DEAD
Three problems with Display Ads
1.They can’t be shared.
2.Our eyes are trained to avoid them.
3.The model is outdated and broken.
More likely to be…
0.03%ODDS OF BEING STRUCK LIGHTNING
0.04%2014 INDUSTRY STANDARD 468X60 BANNER AD CTR
Are your ads looking more like magazine spreads yet?
“
The original Mad Man.
You don’t need todesign ads that looklike editorial content.Great content is your ad.
“Richard Edelman,President & CEO
Marketing Media Channels Converge
EarnedMEDIA
OwnedPROPERTIES
PaidMEDIA
Organic• Mentions• Reviews• Shares• WOM• Viral
Advertising• PPC• Display
Ads• Retargeti
ng• Social Ads
Assets• Website• Email• Social
Media• Content
Converged
MEDIA
Brand as a Publisher
The velocity of leads from content is faster than any other lead we get,” Dave said. “The majority of new contacts in our marketing database come through our content marketing lead machine. People who never knew that Dell does anything but sell end up with our content, and all of sudden realize we have all of these other products and services. Our thinking is the faster we run this engine, the more leads we will get.
Rishi DaveDirector of Digital Marketing, Dell
“
Behold, the Future of Advertising
Native Advertising
• Promote sponsored contextual content.
• Sponsored content ads within LinkedIn.
Behold, the Future of Advertising
Considerations:
• Shift ad budget to content promotion through available channels.
• Leverage Paid Search campaigns.
• Challenge publishers and others to supporta native content advertising model.
Doing now what patients need next
