online advertising money: how do we spend it in 2014

Gummy Industries

AD Money How do we spend it in 2014

ACME

��2

Alessandro Mininno - @alekone - @gummyindustries

Il consumatore post moderno

How is the consumer changing?

��3

��4

��5

It worked until 2001

��6

��7

��8

CONSUMERS CHANGED

��9

A CHILD SEES 20.000

ADS EVERY YEAR

��10

8 MINUTES IS THE AVERAGE ATTENTION SPAN ON TV

��11The attention span of a Goldfish is 9 seconds

CONSUMERS HAVE NICHE TASTES

��12

��13

68% OF PEOPLE TRUST

CONSUMER OPINIONS FOUND ONLINE

��14

��15

��16

http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/


HOW DO THE BRAND CONCEPT EVOLVE?

��17

“BRANDS ARE NOW PUBLIC PROPERTY”

��18

Ellen Peatry Leanse - Google

Our lawyer assures that’s inaccurate

��19

��20

��21

��22


WHERE DO COMPANIES SPEND

THEIR MONEY?��23

��24

http://www.assocom.org/media/download/comunicare-domani/new_comunicare-domani-26-giugno-2013.pdf

��25

��26

http://www.assocom.org/media/download/comunicare-domani/new_comunicare-domani-26-giugno-2013.pdf


WHERE DO INTERNET COMPANIES GET THEIR MONEY?

��27

GettyImages vs IstockPhoto• Getty Images becomes a giant in the images

market, selling photos at a very high price (1995-2000)

• IstockPhoto get very big crowdsourcing images and selling them for a single dollar (2000-2005)

• Getty Images buys IstockPhoto (2005)

!

• Istockphoto

• Business model: Crowdsourced, Pay (royalty free images)

• Pricing model: credits (the user buys 10$ in credits and downloads what he wants)

��28

The Economist• The Economist is the most famous

economic magazine

• In 2012, The Economist tripled its revenue from digital sales

• Spending on digital goods will grow of 70% before 2017 (source: Forrester)

!

• Business model: advertising + selling content

• Pricing: subscription, pay per use

��29

EdilPortale• The Italian, ad-based website makes a

gross of 4,5€ MLN (2010) selling targeted advertising to architects and engineers

• 300.000 subscribers, 1,3 unique monthly

• Edilportale

• Business model: Advertising

• Pricing model: Free for the users, paid advertising

��30

Gartner• Gartner develops consultancy

reports on the technology markets

• Reports are sold (60€-500€)

• The company profits from consultancy as well

• Gartner

• Business model: Selling content + Consultancy

• Pricing model: Pay per use

��31

LinkedIn• Linkeding has a mixed revenue model

• 55% of the revenues comes from consultancy, or “Talent solutions” (helping companies hire). 138$ millions.

• 25% comes from Marketing solutions (adv)

• 20% comes from Premium subscriptions

!

• Linkedin

• Business model: mixed revenues from freemium, selling data and adv

• Pricing model: Pay per use, mixed��32

20%

25%

55%

Talent solutionsMarketing solutionsPremium subscriptions


SO, WHAT DO YOU WANT TO DO WITH

THE INTERNET?��33


(1) YOU WANT YOUR

BRAND TO BE FAMOUS

��34

Inserisci qui un occhiello

��35


��36

Contextual targeting Topic targeting

��37

Average CTR 0,11%

��38

http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/

��39

��40


(2) YOU WANT TO SELL STUFF

��41


��42


��43

Twitter sales campaigns

��44

Average Twitter Cost per interaction

0,5€��45

Remarketing

��46

Average eCommerce Conversion Rate

2%��47


(3) YOU WANT TO TELL A STORY

��48


��49

��50

∑=uewede

16%https://www.facebook.com/business/fmc/guides/reach

Of our fans see our updates, Facebook says

https://www.facebook.com/business/fmc/guides/reach

��52


��53


��54

Facebook average Cost per Fan

1€��55


��56


��57

https://www.youtube.com/watch?v=btViXvIDsi0


��58

��59


��60


��61


��62

https://www.youtube.com/watch?v=DLUvANbgI-A

Gummy Industries S.r.l.Via Manzoni 22/c 25126, Brescia

Tel 030 5241468

www.gummyindustries.com

twitter.com/gummyindustries

[email protected]

A presto!

http://www.gummyindustries.com

mailto:[email protected]