bridging traditional and digital advertising
TRANSCRIPT
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
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
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
