bridging traditional and digital advertising

THE RECENT EVOLUTION OF ADVERTISING

J.G. WolfeMay 17, 2016

Evolution of Advertising: Overview

What we will cover:

‘Traditional’ Advertising Methods

Digital Advertising Methods

Trends to Watch

‘TRADITIONAL’ FORMS OF ADVERTISING

THE BIG FOUR

PRINT

RADIOOUTDOOR

TELEVISION

TELEVISION

Cable Can targeted geographically & specific programmingDoes not reach broadcast network channels

Broadcast Larger audience, broad viewer reach Typically slightly higher cost

RADIO

Reach and frequency mediumTargeted based on station format and listenership

demographics

PRINT

Good for image-building and message recallTypically older demographic, esp. newspaper

OUTDOOR

Geographically-specific mass medium Good for brand, reminder or directional messaging

DIGITAL ADVERTISING CHANNELS

DIFFERENCES IN DIGITAL ADVERTISING

More targeted than traditional Lower production costs More reporting about user interaction High level of competition; potentially less

attention-getting

ONLINE DISPLAY ADVERTISING

Visual banner or interactive ads on a site Can be placed on a specific site• Cost related to number of views

Can be placed among millions of sites via the Google ad network, targeted by keyword• Cost related to number of ad clicks

Metrics and analytics reporting provided

MOBILE ADVERTISING

Can be a component of display advertising, translating those same ads for mobile viewing

Can also create an app-specific campaign, targeting audiences based on user interests

Pay per click system

ONLINE SEARCH ADS

Appear in the top or sidebar of search results pagesKeyword associationPay per click

EMAIL MARKETING

Mass messaging managed via Email Service Providers (ESPs)

Must abide by CAN-SPAM lawsSend to those expecting, don’t

purchase listsProvide an opt-out Detailed activity reporting and

benchmarking provided

VIDEO ADS

Most common channel is YouTubeTwo main types: Pre-roll video and graphic/text

overlay adsPay per click

SOCIAL MEDIA ADVERTISING

FacebookCan target by geography, demographics, keywords

& interests – also FB users whose email you have Two kinds: ‘sponsored’ sidebar ads and post ads Pay per click

SOCIAL MEDIA ADVERTISING

TwitterCan target by geography, demographics, keywords

& interests – also by users similar to yours Take the format of ‘promoted’ tweets Pay per click

TRENDS TO WATCH

Spend By Channel Over Time

Mobile Device Use

Mobile Device Use

Video Engagement

By 2018 69% of all internet traffic will be video Every minute, 48 hours of video are being uploaded

to YouTubeVideo ads have highest click through rate of all

digital channels

CONCLUSIONS

IMPRESSIONS OF TRADITIONAL AD AGENCY

IMPRESSIONS OF DIGITAL AD AGENCY

WHAT A REAL AD AGENCY LOOKS LIKE

TAKEAWAYS

‘Traditional’ advertising methods are not dead‘Digital’ is not a fad, but also isn’t a silver bullet A mix of appropriate channels and tactics will

maximize effectivenessSelecting the right advertising channels

depends strictly on business objectives and audience definition

J.G. Wolfejg@reubenrink.com

reubenrink.com

Thank You!