Digital Advertising Overview. February 23, 2015 BEC 382

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1 Digital Advertising Overview February 23, 2015 BEC 382

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3 Discussion Topics My Story #Fail Digital Advertising Overview Guest Speaker: Alicia Locher Assignment Review

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6 My Story How I made my most significant career decision My ticket out Making more than the President The ladder, checking shoes Making more than the President What was left on the copier The trade-off Today

7 What I Didn t Learn for 20 Years Proverbs 19: Listen to advice and accept discipline, and at the end you will be counted among the wise. 21 Many are the plans in a person s heart, but it is the Lord s purpose that prevails. Proverbs 21: The wicked put up a bold front, but the upright give thought to their ways. 30 There is no wisdom, no insight, no plan that can succeed against the Lord. 31 The horse is made ready for the day of battle, but victory rests with the Lord.

8 What you can do with education, money, power...and marketing

9 Faithful not Fruitful.

10 Quiz Leaderboard Andy Haines Baxter Helm Alex Dooley John Maust David Suominen

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13 Metrics You can measure just about anything The limit is imagination more than technology Signal and noise

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17 The Best Campaign in the World

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27 Cheat Sheet Presentations

28 Digital Marketing

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30 Vital Statistics Over 5.3 trillion display ads were served to U.S. users last year, up 1 trillion since 2009 The typical Internet user is served 1,707 banner ads per month Click-through rates.1%: you re more likely to survive a plane crash than click a banner ad An estimated 31 percent of ad impressions are never delivered to consumers 72% of campaigns have at least some impressions that were delivered adjacent to objectionable content 8 percent of Internet users account for 85% of clicks Up to 50 percent of clicks on mobile banner ads are accidental 15 percent of people trust banner ads completely or somewhat, compared to 29 percent for TV ads; 34 percent don t trust banner ads at all or much, compared to 26 percent for magazine ads Fraud is an increasing problem with non-human clicks representing a small, but growing trend

31 Yet: A full integrated campaign includes content marketing, social media advertising, search advertising, and digital advertising

32 Planning Process

33 Digital Ad Strategy Clear goals and objectives Clear media targeting based on persona Clear value proposition Clear CTA

34 Unique Selling Proposition If then because better than

35 Favorite Things Tom s Shoes Instagram Wheaton College Starbucks itunes Target Amazon Gap Nike

36 USP If [target market] [takes action] Then [top benefit to target market] Because [features that make benefit believable] Better than [other alternatives to gaining benefit]

37 Class USP If upper-class Wheaton College Business/Econ majors who have taken Principles of Marketing Take Wheaton s Digital Marketing class Then they will be more marketable when they apply for business jobs when they graduate Because the class will give them an overview of key elements and tools of marketing through practical examples taught by an experienced adjunct faculty member Better than just reading books or self-learning

38 Digital Ad Creative People visuals Color matters: Contrast with white websites; brand colors Have a good (but appropriate) CTA Flash/HTML5 for CTR Limited words (7?)

39 What Makes a Good Digital Ad? Interactivity (sound, animation, action) Management of Negative Space Visual storytelling Messaging (headline, text) Call to Action Brand Consistency

40 What Makes a Bad Online Ad? Too Slow (3-second rule) Surprise Only Not Authentic, Believable Buried Message No Call to Action

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44 Three Ways to Buy Digital Advertising Internally-Managed (DIY) Direct Platform Ad Network

45 DIY Total Control Heavy Staff Requirements Requires Internal Tracking System

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47 Direct Platform Curated sites (quality control) Integrated Dashboard

48 Ad Networks Simple Wide reach Algorithm Based Problem of Filler sites Dashboard

49 Ad Types

50 Ad Types Intextual Ads Contextual Ads Overlay Ads If you can think it (and afford it), publishers will figure out how to do it

51 Remarketing

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54 Welcome Alicia Locher Graduated from Wheaton in December 2010 with a degree in Business/Economics Worked in marketing/media since graduating, currently a digital marketing analyst with Omnicom Media Group in Chicago Street fashion and number crunching

55 DIGITAL MARKETING ANALYTICS Alicia M Locher Digital Marketing Analyst Omnicom Media Group

56 What is Marketing Analytics?

57 Changing Creative to Improve Performance Interactive Pre- Roll Envy 4 Interactive Pre- Roll Envy X2

58 Changing Format to Improve Performance Sponsored Post Rich Media Interactive Pushdown

59 Rich Media Interactive Pushdown

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62 Assignments Individual: Banner Ad design and Ad Screenshots Group: Presentation Prep About the Exam

63 Final Presentation

64 Experience Working with team in Digital Marketing class, I developed a digital marketing and social media strategy for a product manufacturer and presented plan to business owners

65 Update Formal Invitations research update docs.google.com/ forms/d/ 19oWGjHFw502T R1MZePQ0ntKiWt CFmnlfrhjzhyUuC 3A/viewanalytics

66 Assignment Formal-Invitations has put out an RFP to Marketing firms to create a digital marketing campaign for next year s season. They sent out the Creative Brief we reviewed in class. You and a couple friends are partners started a Marketing firm and want (and need) the job. Your assignment is to sell your creative concept and digital marketing strategy to the founders.

67 Details They are planning to spend $50,000 on marketing and want to sustain the campaign year-around. You have up to 30 minutes to make your case. Notes: This is not a design competition. Present your work clearly and creatively but assume that design professionals will take your ideas forward. Be insightful but respectful.

68 Present your campaign concept; show actual samples. (Use what you have done or adapt.) Explain who the customer is (persona, other insights) and why your idea will take her through the AIDA cycle. How would you develop and leverage content? What would you use Facebook for? Twitter? Blogs? What role would newsletters play? Landing pages websites/microsites? Where would you advertise? How would you build community? What would you not recommend doing that other firms might recommend? Why? How would you measure success? Why should your firm be chosen?

69 The Best of Best tweets Best Facebook ads Best Facebook posts Best Blog Post Best content strategy (how to leverage content across vehicles) Top Keywords Best banner ads

70 Exam Open notes, computer

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