Introduction to Digital Advertising. IAB Europe Education & Training Comm

Transcription

1 Introduction to Digital Advertising IAB Europe Education & Training Comm

2 Section 1 What is digital advertising?

3 Digital advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. /

4 Total online ad spend in Europe

5 Section 2 A timeline of digital advertising

6 Where did it all begin? The origin of online advertising dates back to 1978 when Gary Thuerk sent an to a list of 400 users taken from the ARPAnet directory. /

7 Where did it all begin? Global Network Navigator, in 1993, was the first commercial website to sell a clickable ad to a law firm. ://yashi.com/blog/definitive-history-online-advertising

8 The evolution of digital advertising What format do you think the first ever digitally created ad was? If you answered banner, then you are correct! /

9 The evolution of digital advertising In 1994 Hotwired debuted as the first commercial webbased magazine. On April 27 th they ran the first true banner created by Modem Media and Tangent for AT&T With no mention of the advertiser (AT&T) on the banner, what do you think the ad linked to? /

10 The evolution of digital advertising ://media.licdn.com/mpr/mpr/aaeaaqaaaaaaaagzaaaajdi0ytg4nzgwltq1mzutndi2ny04nzjhlwriyza2mty3zme1nq.png

11 Section 3 The societal and business impact of digital advertising

12 Source:

13 The impact of digital media on business Faster Information from product launch to customer awareness in instants Greater Reach think social media Technology born out of the need to support newer and newer media Options sometimes more is more

14 What about social media and the society? Business We ve just discussed this: can you think of any other effects of social media on business? Socialization Seems obvious, but other than sharing pics of funny cats, what are the other uses of social media (think job hunting) Politics Can you think of ways social media has impacted politics?

15 The age of the millennials Who are the millenials?

16 ://s-media-cache-ak0.pinimg.com/originals/78/81/1c/78811cad08f05b b00bd35815b.png

17 What about you?

18 // Millenial online behaviour

19 Why digital is the future of advertising :// 80% of European population use the internet for personal purposes 86% of European Internet users go online daily 61% of European Internet users emplo y a connected device while watching TV

20 Section 4 Digital advertising breakdown

21 Branded content Types of digital advertising

22 Native advertising Types of digital advertising

23 Banners Types of digital advertising

24 Search Types of digital advertising

25 Types of digital advertising Affiliate CUSTOMER AFFILIATE MERCHANT Sale Commission

26 ube Types of digital advertising Video

27 Video Types of digital advertising

28 Mobile Types of digital advertising

29 Social media Types of digital advertising

30 Types of digital advertising You are given the following product: What do you think is the best way to use the aforementioned formats to promote this product? Why?

31 Section 5 The digital advertising ecosystem

32 The evolution of online advertising ecosystem K -

33 / The Improve Digital 2016 display advertising ecosystem Europe

34 / The Improve Digital 2016 video advertising ecosystem Europe

35 Section 6 Using creativity to combat ad blocking

36 What about the perceived advertising? dark side of

37 What is ad blocking? /

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39 / Why?

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41 Section 7 The future of online advertising (and that of your careers)

42 Skills in demand in digital /

43 Skills in demand in digital /

44 What lies in store The rise of the machines

45 What lies in store More AR / VR

46 What lies in store Always connected

47 What lies in store Privacy concerns

48 Tech boom What lies in store

49 What lies in store No non-digital ads?

50 Section 8 The IAB Network

51 s around the world Source:

52 ogether with its members - companies and national trade associations - IAB Europe represents over 5,500 organisations.

53 Placeholder to introduce national IAB (and corporate member) delivering.

54 Section 9 Resources

55 IAB Europe Digital Advertising Glossary IAB Europe Infographic AdEx Benchmark 2015 AdEx Benchmark H1 2016

56 Contact info: Name Phone