Digital Advertising in February 22, 2018

Transcription

1 Digital Advertising in 2018 February 22, 2018

2 Robin Eldred, Director of Advertising (403) ext

3 Contents 1. What is it? o o o A quick primer Facts & Figures What the ads look like 2. Why do it? o o o What it can accomplish Versus traditional Why you may not be doing it 3. Best Practices o o The Process Reporting and optimization 4. Case Studies o Real world results 5. Your How-to Guide 3

4 WHAT IS DIGITAL ADVERTISING? 4

5 The Digital Landscape 5

6 What is digital advertising? Paid promotion of digital media o The P in the PESO model o Content (text, images, videos) Channels (places to advertise) o Social: Facebook, Twitter, LinkedIn - Influencer (leverage network of others) o Search: Google, Bing, Yahoo o Display: Banners, Videos o Native: Articles o (still a top performer) 6

7 The history of digital advertising Date Event 1994 First clickable internet ad (banner ad from AT&T, had a 44% CTR), first spam Targeting begins 1996 Doubleclick arrives to help measure ROI 1997 Pop-up ads arrive 1998 Say hello to PPC, courtesy of GoTo.com 2000 Google AdWords 2002 Google introduces Quality Score 2006 Hyper targeting of ads, the first Facebook and YouTube ads 2010 Native advertising, promoted tweets in Twitter 7

8 Facts & Figures Digital spend is 40% of overall media spend last year o Projected to reach 51% by 2021 Display and search lead the way $228 billion spent last year in digital advertising o Projected to reach $375 billion in 2021 $4.9 billion in Canada o Projected to reach $8 billion by 2021 Source: emarketer 8

9 Digital ad examples - Search Pay-per-click o Position is based on bid and quality factors Google searches: 2,000,000,000,000/year 63,000/second 9

10 Digital ad examples - Display Image/video ads o Surround a website s content 10

11 Digital ad examples - Social Text/Image/video ads o Appear in line with content, or next to content, screen interstitial, pre-/mid-/post-roll video Social network Monthly Active Users Facebook 2,070,000,000 YouTube 1,500,000,000 Instagram One to watch in ,000,000 LinkedIn 467,000,000 Twitter 330,000,000 Reddit 250,000,000 Pinterest 200,000,000 11

12 Digital ad examples - Influencer The new version of celebrity endorsements o A new breed of celebrity, including mid-tier influencers o Anyone who has a loyal following Missy Lanning; 661,000 YouTube subscribers Video to promote food subscription boxes from Try The World ~800,000 video views By the way, Kim Kardashian was getting paid $10,000 per tweet back in

13 Digital ad examples - Programmatic Text/Image ads o Function like an advertorial appear in line with content o Great for promoting content (e.g. blogs, e-books, whitepapers) 13

14 Digital ad examples - Video Pre-roll, mid-roll, post-roll o Mid-roll is the top performer with 97% completion rate 15 and 30 second ad formats are top performers o These are standard pre-/post-roll durations o 20 second is the worst 14

15 WHY DO DIGITAL ADVERTISING? 15

16 What digital advertising can do for you Gets your content (ads) in front of people, in different formats Advantages: o Cost (much less expensive) o Speed (time to get in market, ability to make changes) o Creative formats (images, text, video, interactivity, etc.) o Targeting (Geographic, psychographic, demographic, lookalike) o Testing (ad variations, A/B testing) o Measurement (real-time, meaningful data) o Integration (analytics, tag managers, tracking pixels, reporting platforms) 16

17 Digital ad spending is massive 3.45 billion people regularly access the web o 82% of all Canadians $4.9 billion to be spent on digital ads in Canada 17

18 Digital vs Traditional 40% of all ad spending is on digital o Even higher in Canada (49%) In Canada 49% 51% 18

19 Social media is everywhere 72% of people use Facebook weekly o Ages % o March 2016 July 2017 Gender Age Daily or more Weekly Daily or more Weekly Female Male Facebook 54% 71% 55% 1.9% 72% 1.4% 79% 65% 82% 73% 61% YouTube 23% 49% 28% 21.7% 60% 22.4% 56% 64% 80% 68% 32% Instagram 11% 20% 20% 81.8% 30% 50.0% 35% 25% 54% 26% 10% Twitter 12% 27% 16% 33.3% 29% 7.4% 22% 37% 41% 30% 16% Snapchat 5% 9% 10% 100.0% 17% 88.9% 18% 24% 20% 24% 15% Google+ 10% 21% 9% -10.0% 20% -4.8% 27% 11% 24% 19% 16% Pinterest 8% 23% 7% -12.5% 20% -13.0% 18% 15% 38% 11% 1% LinkedIn 4% 12% 7% 75.0% 15% 25.0% 10% 20% 19% 15% 12% reddit 3% 5% 5% 66.7% 9% 80.0% 6% 13% 23% 5% 0% Tumblr 1% 5% 2% 100.0% 5% 0.0% 3% 7% 7% 6% 1% Ages % (twice as much as the next highest social platform) 19

20 Social media in Canada Canadian Users: Facebook: 19 million Instagram: 9.1 million Twitter: 7.5 million Weekly Usage Facebook: 71% YouTube: 49% Twitter: 27% 20

21 So why aren t you doing it? Chances are you may face: Lack of resources (time/money/manpower) Lack of skills Lack of understanding Lack of confidence Conflicting viewpoints Lack of insight Lack of stakeholder buy-in 21

22 BEST PRACTICES 22

23 Best practices Where a digital advertising strategy fits: Communications Strategy Digital Strategy Digital Advertising Strategy The 5-step process for digital advertising: Goals > Target > Channels > Creative > Execute & Optimize BUT, without a strategy this is a lot of guesswork 23

24 The 5-step process 1. Goals o What are you trying to accomplish? What are your KPIs? o Sound goals = sound measurement 2. Target o Who are the personas? What are their requirements in order to fulfill your goals? What do they need to see/hear/feel? 3. Channels o Which platforms will best achieve your goals through the target audience? 4. Creative o The message/offer (e.g. images, text, video, etc.) 5. Execute & Optimize o Measure against your KPIs. Adjust and test regularly. Data is your friend. 24

25 Selecting media channels Customer intent Display Social Retargeting Search Customer presence o E.g. Is your audience on Twitter? Maybe LinkedIn is better. 25

26 Measurement & Reporting Challenges 26

27 Measurement & Reporting Validate the effectiveness of each channel/creative in relation to goals, and optimize media mix Full attribution is very difficult, so focus on what you can measure Good metrics have tangible outcomes o E.g. clicks, social engagement, time on page, sign-ups, leads, sales, video views Bad metrics are vanity metrics/noise o E.g. CPM, impressions, social follower counts, bounce rate Let the data guide you, not your gut 27

28 Sample Report 28

29 CASE STUDIES 29

30 Case Study: RAC Problem: o Aging workforce, lack of interest in railway careers o Low budget ($5K media spend) Goals: o Increase interest in existing college programs across Canada Actions: o Multilingual landing pages extolling virtues of railway careers o CTA: Request an info package from any of six colleges o Advertising on Facebook and Instagram (image/text ads) Results: o 12,800 visits ($0.39 cost per click) o 2,100 requests for info packages ($2.38 per request) o Lambton College: from 5 enrolled students to 510 interested o Two Quebec colleges: 529 requests, 100 person waitlist 30

31 Case Study: CEPA Problem: o Misconceptions exist about safety and environmental impact of pipelines Goals: o Spread key messages to conditional opponents, conditional supporters and academics Actions: o Promote articles: Native Programmatic o Promote videos: Facebook, Programmatic, and YouTube Results: o 6,000,000 video views, 161,000 site visits, 24,000 social engagements (95% positive) o 96% reduction in cost per action versus previous year (go video!) 31

32 HOW-TO GUIDE 32

33 How does Communicatto do it? Strategy and planning o Goals, budgets, requirements, targets, timeline, etc. o Establish KPIs (i.e. what to optimize for) o Community management plan (for social ads) Setup o Tracking: pixels for ad platforms, analytics, etc. o Landing pages: focused offering o Setup of channels, development of creative Execution, optimization and reporting o Change, test, update, modify o Compare results to different timeframes/campaigns (trends) o Measure against benchmarks o 50% data, 50% interpretation Health checks o More in-depth analysis and higher level assessment Roll-up and closure NOTE: Track data at both the ad channel level and the website analytics level Analysis Data Recommendations 33

34 Your How-to Guide What am I selling? What is my sales process? Where can digital advertising help? (i.e. at what points in the sales funnel?) What are my margins? (i.e. what can I afford to pay per lead?) How will I know I m successful? Determine what to measure Form submissions? Phone calls? Newsletter sign-ups? This will set your goals, and identify what to optimize for Who s buying? Who are my customers? Build personas. What do they look like? What do they do? What s important to them? Don t forget demographics and psychographics Where can I talk to them? Select appropriate ad channels Intent of prospect (i.e. location in the sales funnel) can help Search vs. social vs. programmatic vs. list building What s the right content to promote? Execute, monitor, gather data, optimize What do my customers need to hear? What sort of content do I need to give them? Run distinct campaigns - A start and an end Follow a reporting and optimization schedule Act! Make mistakes. Get better. Goals > Target > Channels > Creative > Execute & Optimize 34

35 QUESTIONS? and just one more thing 35

36 Resources emarketer (subscription required): o US Social StatPack: Usage and Ad Spending for o Digital Index for 2017: The Top 10 Digital Countries Worldwide o US Total Media Ad Spending Growth, Digital vs. Traditional, o Canada Forecast StatPack: Time Spent and Advertising Estimates, o Digital vs. Traditional Ad Spending Worldwide, 2017 & 2018 The History of Online Advertising, AdPushup Online advertising, Wikipedia HubSpot: o A Brief History of Online Advertising o 7 Digital Marketing Strategies That Work: A Complete Guide 7 Types of Online Advertising, Adskills The Definitive Guide to Digital Advertising, Marketo Pay Per What? Choosing Pricing Models In Digital Advertising, Marketing Land 36