Introduction to online advertising for commercial property marketers

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Commercial property professionals are spending more and more time online, however the wide range of advertising options available to communicate with online users can be confusing. As a marketer, being able to use online advertising effectively means you can benefit from: > segmenting your audience, effectively targeting specific groups > delivering your messages through a combination of text, images, video and audio > using analytics to measure ROI and optimise future campaigns If you're new to advertising your business or property online, estatesgazette.com is running a free 15 minute webcast on Thursday 22 April at 2pm, providing an introduction to online advertising . This is followed by a Q&A session with estatesgazette.com Sales Manager Rob Monaghan.

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Online Display Advertising REACHING AND ENGAGING YOUR TARGET AUDIENCE

Online spending is growing You might wonder… … will online advertising work for my business?

Online spending is growing You might wonder… … will online advertising work for my business? Source: Advertising Association/WARC 2010

Think about what you are trying to achieve… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

This is not rocket science… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Online display ads come in a variety of shapes and sizes… 160 x 600 Skyscraper 728 x 90 Leaderboard 120 x 60 Rectangle 300 x 250 MPU / Rectangle 468 x 60 Banner

Rich media ads have an upside… … and a downside

The most valuable parts of the page are where users actually look

Ad servers allow you to control the ad serving & placement process User Web Server Ad Server

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ad servers allow you to place your ads effectively

% Reach Frequency With frequency capping, heavy users get cut off after seeing a pre-determined number of ads Without frequency capping, heavy users, about 20% of the total audience, get the same ads served over and over and over 0% 15 10 5 25% 50% 75% 100% 20 80% of the audience gets relatively few ads. This leaves a large number of impressions to spread across more of the audience Frequency capping Source: Marketing Sherpa 2008

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[object Object],[object Object],[object Object],Why choose run-of-site?

[object Object],[object Object],[object Object],[object Object],Why choose an exclusive sponsorship? One sponsor “owns” the page

Why choose contextual target ads? ,[object Object],[object Object],Ad about obtaining your credit history Content on “borrowing”

Behavioural targeting ,[object Object],46% 37% Source: IAB Europe/InSites Consulting 2010

So, which placement strategy works best? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key campaign metrics – what to count ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics help you make decisions Case study

Significant factors affecting price ,[object Object],[object Object],[object Object],[object Object],[object Object]

Summary: online display advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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Introduction to online advertising for commercial property marketers

1. Online Display Advertising REACHING AND ENGAGING YOUR TARGET AUDIENCE

2. Online spending is growing You might wonder… … will online advertising work for my business?

3. Online spending is growing You might wonder… … will online advertising work for my business? Source: Advertising Association/WARC 2010

6. Online Display Advertising

7. It all started here…

8. Online display ads come in a variety of shapes and sizes… 160 x 600 Skyscraper 728 x 90 Leaderboard 120 x 60 Rectangle 300 x 250 MPU / Rectangle 468 x 60 Banner

9. … and even on different devices

10. Rich media ads have an upside… … and a downside

11. Online Display Advertising

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14. The most valuable parts of the page are where users actually look

15. The most valuable parts of the page are where users actually look

16. Online Display Advertising

17. Ad servers allow you to control the ad serving & placement process User Web Server Ad Server

18. Dynamic ad serving

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20. % Reach Frequency With frequency capping, heavy users get cut off after seeing a pre-determined number of ads Without frequency capping, heavy users, about 20% of the total audience, get the same ads served over and over and over 0% 15 10 5 25% 50% 75% 100% 20 80% of the audience gets relatively few ads. This leaves a large number of impressions to spread across more of the audience Frequency capping Source: Marketing Sherpa 2008

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27. Online Display Advertising

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29. Case study

30. Metrics help you make decisions Case study

31. Campaign report Case study

32. Online Display Advertising

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Introduction to online advertising for commercial property marketers

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