Education Marketing - Higher Education Marketing
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Display Advertising is discussed for Higher-Education Marketers.
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Education Marketing - Higher Education Marketing
- 1. Digital Marketing for Higher Education February 24th, 2011 Doug Yearick - dyearick@adready.com Jonah-Kai Hancock - jkhancock@adready.com @AdReady www.facebook.com/adready
- 2. AdReady Company Background Established June 2006 Digital Display Advertising Platform Industry-leading executive team and board Since 2007, AdReady’s award-winning platform has been used to: Traffic more than 600,000 creatives Access inventory on over 150,000 sites Manage campaigns for more than 6,000 advertisers We have deep experience higher education marketing 2 2 2 © 2010 AdReady, Inc. Confidential
- 3. Agenda The Challenge for Higher Education Display Advertising Ecosystem Display Advertising Best Practices Case Studies 3 3
- 4. The Challenge for Higher Education Jonah-Kai Hancock
- 5. The Challenge for Higher Education Enrollment Cost effectively drive new enrollments Limited budgets Limited staff Targeting the appropriate audience Major audience shift from traditional to online Awareness Generate awareness of adult education programs Consistently Brand Guidelines On trusted publishers 5 5 © 2010 AdReady, Inc. Confidential
- 6. Where are your prospective students today? © 2010 AdReady, Inc. Confidential 6 *eMarketer – Dec 2010
- 7. Where are your prospective students tomorrow? “Marketers need to pay attention to these trends as they project budgets and develop marketing strategies for the coming year—and years.” ~Lisa Phillips eMarketer 7
- 8. Advertising dollars are following this trend… © 2010 AdReady, Inc. Confidential 8 *ZenithOptimedia – Dec 2010
- 9. Online advertising continues to grow *eMarketer – Dec 2010 9 9
- 10. Display advertising is the fastest growing… *eMarketer – Dec 2010 10
- 11. Does digital marketing work for EDU? Increase in Education customer base by 25% over last year UW Foster, Lincoln Tech, University of St. Thomas are some of our largest We help, non-profit, for profit, and Online alike 11
- 12. Marketing strategy should follow audience © 2010 AdReady, Inc. Confidential 12 A . I . D . A Traditional channels Awareness Interest Desire Action!
- 13. Marketing strategy should follow audience © 2010 AdReady, Inc. Confidential 13 A . I . D . A Digital channels Traditional channels Awareness Interest Desire Social Search Action! Website
- 14. So… where is your audience online? © 2010 AdReady, Inc. Confidential 14 News 2% Entertainment 11% Portals 17% Social Networking 34%
- 16. Display advertising the first few years 16 16 www.bluekai.com
- 17. Display advertising the first few years 17 17 www.bluekai.com
- 19. Emails
- 20. Phone calls
- 24. Emails
- 25. Phone calls
- 27. ConsolidationCosts Complexity 19 www.bluekai.com
- 28. Cost and complexity prohibit adoption Buying Require multiple I/O’s for multiple publishers Creative Resources are expensive and best practices require multiple iterations of creative Targeting Complex targeting options differ between publishers Optimization Consolidation, analysis and optimization for each publisher takes lots of time 20 20
- 29. Leading to poor Display Advertising results The typical advertiser has historically faced two poor options: 21 Settle for generic, more simplistic approach Outcome: poor results 21
- 30. Leading to poor Display Advertising results The typical advertiser has historically faced two poor options: 22 Settle for generic, more simplistic approach Put time, effort and expense into best practices Outcome: poor results Outcome: high operational costs 22
- 32. Email’s
- 33. Phone calls
- 36. Integration with all major Ad Networks, Publishers, etc.
- 37. Consolidated reporting and optimization capabilities
- 38. Best practice processes built into the platform
- 40. 25 © 2010 AdReady, Inc. Confidential
- 41. Best Practice Creative Creative Goal: Right audience, right message, right offer at the right time… Creative Assets At least 2-3 pieces of creative per campaign Offer Selection At least 2-3 offers to test per campaign Different types of offers for different stages of marketing funnel Test, Test, Test Test each part of the creative asset
- 42. Test, Test, Test 27 © 2010 AdReady, Inc. Confidential
- 43. Best Practice Audience Targeting Know your target audience Who Demographically Geographically Behaviorally Where On big, popular, mass-reach sites On content-relevant niche sites On geo-specific sites On any site that has relevant content – “contextually targeted” Have a multi-pronged approach High-reach marketing campaigns (RON Awareness) Very targeted marketing (Re-Targeting) Test & Iterate across networks 28 28
- 44. Best Practice Audience Targeting Retargeting Keyword Behavioral Site/ Channel / Content Demographic Geographic RON Performance 29 Reach
- 45. Best Practice Buying Automate buying process through a platform Test each publisher, network, exchange to find where your audience is located Test different types of creative/offers across each network 30
- 46. Best Practice Optimization Continually manage campaigns and make adjustments – regular commitment Take advantage of automated solutions that help optimize campaigns automatically Find campaigns which are winners & losers – wash, rinse & repeat 31 Recommended optimizations activated by 1 click 31
- 47. Case Studies
- 48. Case Study The Challenge: Drive awareness and enrollment of their programs among an affluent audience in a tightly geo targeted areas on a tight budget Tactics: Thorough audience segmentation analysis Aggressive Media Plan Hit key target sites Test, Test, Test The Results: Within four months of launch, 12+ million impressions Average CTR of 0.08% Avg CPM of $2.95. 33
- 49. Case Study The Challenge: Manage Display Advertising w/o technology to assist What we call a “DIY” customer Tactics: Start small on focused sites/networks Expand program awareness slowly Identify which publishers/networks work and focus The Results: Over the last year 60+ million impressions Average CTR of 0.12% Avg CPM of $2.17 34
- 50. Whitepaper Offer Whitepaper “Precision Campaigns: Integrating Creative Automation & Micro Targeting” E-Mail: dyearick@adready.com Thank You 35
Notes de l'éditeur
- Thank you LawrenceJust a quick couple notes to mentino – my name is Jonah-Kai Hancock and I am joined by my infamous Colleague mr Doug Yearick – who some of you may have met over the last year at the wonderful Stamats events.AdReady will be attending both the Graduate School Marketing conference in Boston July 6-8 as a sponsor as well as the Integrated Marketing Technology conference in November so you can also find us and speak to us at those events.If you would like you can find us on Twitter & Facebook below – we are very active sending out information on Digital Marketing, Display Advertising, information pertainint to Higher-Education and other key industries for us. Also check out our blog at www.adready.com/blog where you can find weekly updates on the digital market place.Before we get started we wanted to take a quick poll to see how many of you are working with Digital Advertising today.When you ask your polling questions, please remind the audience: “You should be seeing the questions appear in the center of your screen; please answer by clicking the circle next to your selection and then hit ‘Submit’”
- A little background on who AdReady is We were established in Juen 2006 most from people who came from Classmates – if you remember in the early and mid-2000’s Classmates were some of the highest spenders in Digital Display Advertising and when our founder, Aaron Finn and team left they had ideas on how they could make Display better.Within the last year we have hired on several new key executives that come from companies such as aQuantive, Microsoft, United Online, etc.Just to give you an idea of our scale – we focus heavily on the small-mid market and key industry verticals such as EDU. And here is just a little overview of some of our customer in the education.Transition:With that lets talk about today’s agenda
- Some of the key challenges we hear from our clients with regards to Higher Education are two foldFirst Enrollment and second Awareness.As many of you know it can be hard to cost effectively drive new enrollments – everyone has limited budget, limited staff and challenges targeting the appropriate audience. Couple that with the fact that there has been a major audience shift from traditional marketing vehichles to online HAS ONLY COMPLICATED THAT PROCESS.Enrollment is not the only challenge many of our customers face but also awareness. One of the maine questions we always get is how can we genrateawarenss of our adult edu programs consistently, within the univiersities brand guidelines and if am going to do this digitally how do I ensure that I show up on trusted publishers ONLY!
- So where are your prospective students today?In short a lot of people are - onlineThere is so much information available today online with content being produced literally every second – many people gravitate online to not only SEARCH these days but also to become educated.So what we are looking at here right now is Share of Time Spend with Media – on the left you see time in minutes on the bottom you see major media types.Average time spent with all major media in 10.6 hours in 2008 11 hours in 2010Some key trends we, along with the advertising industry have watched are both Internet, TV & Mobile increasedRadio, Newspaper, Magazine all declinedIn 2010 for the first time Online spending eclipsed Print spending!!!! 25.8 Billionvs 22.8 Billion that is a monumental shift!Implication: you need to be there tooLets look at where prospective students are going to be tomorrow…
- So looking forward to 2011 here are some of the key trends…So what we are looking at here right now is Share of Time Spend with Media – on the left you see time in minutes on the bottom you see major media types.Average time spent with all major media in 10.6 hours in 2008 11 hours in 201011.5 hours in 2011Some key trends we, along with the advertising industry have watched are both Internet & Mobile increasedTV, Radio, Newspaper, Magazine all declined a little…The reason here is that a lot of TV publishers are moving online with more rich content which is driving increase in internet audience as wellAverage time spent with major media this to note Mobile 28.2% increase Internet 6.2% increaseAll other major media outlets decreased again.Marketers need to pay attention to these trends as they project budgets and develop marketing strategies for the coming year—and years.” Mobile devices will claim more and more media time per day, while TV, print and radio will slowly lose ground to digital media. Those trends have been most apparent with print media in recent years, but are now beginning to show up in TV and radio usage as wellSO we have talked about the audience but what about advertising dollars in the industry…
- Well as you can imagine – advertising follows the audience. So what we are looking at here is global advertising dollars by medium. On the left hand side is the percentage of revenue and on the bottom you see the medium.Comparatively to 2007 you see there is a story painted here that is similar to what we saw with where the audience is located.Televenision in 2011 will draw roughly 41% of the revenue while internet will draw 15%... Similar to the other charts we saw we see newspapers, magazine and radio all decreasing this year.Now we have talked about the social trend, the advertising dollar spend now lets talk a little more about this figure in the internet spending and drill into Digital advertising…
- As we showed in the previous slides the internet spending continues to increase – and at fairly steep rates. What you are looking at here is online spending, according to eMarketing in billions of dollars from 2009 through 2014…Today we are at 21 billion roughly with a forecast of 35 billion by 2014! That is a massive increase year over year.Some key trends to note for 2010 wereOnline ads report record growth in Q3’ 2010Online ad spend outpaces newspaper advertising in 2010So what is driving this growth in online advertising? I know many of you said you do search today – and some said you do display which are the two main components that encompass online advertising so what is driving this forecasted growth?
- Well the answer is Display. Display advertising is what everyone is forecasting to drive the online industry growht over th next coming years.Google forecasting to grow to 50 billion by 2015 while eMarkerter anticipates 14%+ growth each year from 2011 to 2015…. And some staticians are forecasting Display to overtake search marketing in 2015! That would be a monumental shift much like online overtaking newspapers!Display AdvertisingDisplay ad market grew 47% in 2010, amidst a slow economyDisplay advertising spend is catching up with search and is expected to surpass paid search ads in 2014 A lot of people wonder why this is as Affinity Express's UnmanaDatta wrote display ads are catching up, and for three very good reasons:1. Display ads are vastly more customizable.2. Display ads are just more attractive.3. Display ad placement is more flexible. 4. Display ads allow for more tracking.5. Search is only a small component of what people do online these days… people only spend roughly 5-10% of their time searching online while the rest is spent browsing and the latest news is that peoples spend up to 30% of their time on social media sites…!!!So – a question that we get a lot from people is great the market is growing and there are people signing up for it – but does it work for me?
- Now here is just some antedotal notes we wanted to add.Our customer base, which was quite large to begin with increased 25% last year.We have some very large advertising spenders with UW Foster, Lincon, etc. being some of our largest customers.In addition we have seen universities and higher educations people join us across the board such as non-profit, for profit, etc…
- So we have talked about marketing trends, where people are going – but what does that mean to your marketing strategy? I am a marketer myself running marketing at AdReady – but for me this is normal as I have been in the B2B marketing function my whole career of 13 years.But if you go back to our marketing 101 days and think about marketing principles and the AIDA that was engrained in all of our heads here is what we see as the traditional channels for marketing. Which as we mentioend are started to change… and here is what we see as the “new world”
- If many of you have attended Stamats conferences in the past you see Social Media Is starting to become a main way educational institutions can connect with their audience. One think our customers have noted though that although social media is a good means to connect with prospective stidents for higher eductaion audiences that has not been the case? Why – well higher ed, continuing ed, adult ed all have demographics where people are online – but they are not on the social channels as much…So what we have seen is that many of our customers have used digital display advertising to reach their audience. It allows them to not only generate awanress of their programs but for some of our customers has been the number one marketing vehicle to generate enrollment!
- just being on facebook alone, or Y! alone, or Google alone isn’t sufficient you must have a diverse mix or else you are missing a valuable audience segmentThis is why you want to test & iterate among these to find the best working
- So now I am going to transition into the display advertising ecosystem…For those of you that are very familiar with this space – you know it’s a hard and complicated space to manage – or atleast has been until recently…
- So lets talk about the early years. In the early years of display advertising if you wanted to advertise you would go to publishers and you would work with them to secure media runs… but for each of these guys you had to work directly with them – and they would give you some idea of “who you were buying” as an audience but you were not too sure…Why would you do this? Well unlike search Unlike search there is no one place to get access to everyone…Google 75%Bing/Yahoo 11% and remember people don’t only spend 5-11% of their time searching while online!
- Now if you think about display advertising, and doug is going to talk more about this later we see if as having 4 cirlce in a very simplistic manner..4 circles discussion…Now for each of these publishers, if they have a different demographic or target audience you might need to have some changes in any one of these four areas. For instance you might want different creative on NYTimes VS campus technology because you are looking at a sophisticated well educated audience at NY Times while Campus Technology has a different audience!Next slide
- So now we have contracts with these people, we start working on our display campaign and what happens… well you have to communicate with them so now you have phone conversations, emails, Ios….Next slide….
- And what happens next… costs increase and so does does complexity…So just on a side note – what you are looing at here…Next slide…
- Why has Display Advertising not been able to scale over the last several years and now you see this massive amount of growth? The main reason is Cost and Complexity which have been huge barriers in the past.If you look at all the component of Display Advertising you will see complex processes mixed with expensive resources which has not allowed marketers to get a positive ROAS.Talk to bullet points.
- As marketers you have been left with two options with Display to date.speak to the options.
- As marketers you have been left with two options with Display to date.speak to the options.
- But something happened over the last several years – something that we have been doing at AdRedy for 3 years and that is the creation of a new market segment within display advertising and that is the demand side platform…Now through these platforms you as an advertisger have access to every publisher, network, exchange in one system… you can also manage any individual media buys you make outside of the system throught our own adserver…This has allowed you… talk to points…Forrester predicts that 30% of online ad spend will be done via DSPs next year.Google predicts that 50% of online advertising will be done via DSPs over the next few years.So to summarize we have talked about the trends in the market place where the audience has shifted – we have talked about advertising dollars and what has happened to them – we have talked about online advertising and its growth specifically search and display and finally we have discussed why display is seeing this mass amount of growth..I am now going to turn it over to my esteemed colelageu and friend Doug Yearick who is going to talk about the best practices in display.
- Creative Library & ToolsReduces creative development and testing costsBuying Platform Provides scalable access to effective media sourcesConsolidated Reporting and Work-flow Management Efficiently compares results across fragmented sourcesAuto-Optimization & RecommendationsAlgorithmic optimization at scale and for smaller budgets
- Small tests before launching larger campaignsCut down on the man hours it takes to manage the iterative processAllow your team to concentrate on strategy and creativity
- Another key trend in 2011 we will see is that Audience Targeting and the ability to precision target and take a lager audience and narrow it down.On big, popular, mass-reach sites (e.g., Facebook, Yahoo, ESPN, etc.)On content-relevant niche sites (e.g., pharma, nursing, military, etc.)On geo-specific sites (e.g., Houston Chronicle, Seattle Times, WSJ, NY Times, etc.)On any site that has relevant content – “contextually targeted” (e.g., article about the popularity of technical degrees on xyz.com, etc.)
- Transition:Before the advent of all thse DSP there was no way to do a run of network buy, now you can do it via one platform that will give you access to all this media.