A team teaching presentation on digital advertising made by two advertising students from the S.I. Newhouse School of Public Communications based on research and interviews with experts in the field. Topics covered include but are not limited to: effective digital campaign marketing, the future of digital advertising, key indicators of a successful digital strategy, and tips for engaging your consumers via the RIGHT social media platforms. Special thanks to Jeff Barrett, Simon Bowthorpe, Scott Hoffman, and Rachel Cone-Gorham for participating in interviews and giving valuable insights.

1. Social Media
Integration with
#DigitalAd

2. Digital Advertising, defined.
Digital advertising is advertising, now and the future- the next wave
that will make or break businesses.
The best part of any digital advertising is that it’s easy to track and
account for.
You can view every detail of your results... you get an overwhelming
amount of data on anyone you're marketing to.
[via ViviKandi]
#digitalad

3. Digital Advertising in Numbers
● In 2012:
○ Digital ads represented 23% of all ad dollars spent
(up from 20% in 2011).
○ Digital ads generated $37.3 billion.
(via CNNMoney)
#digitalad

4. "If you utilize the right brand influencers and get the right
brand ambassadors, you can... yield broadcast media attention
without having to ever pitch or use a press release – just
create a critical mass. It’s more of a sense of thinking than in
anything else."
#digitalad

5. "... Digital will become the first channel for planning, and the
idea of different channels will start to fade. Right now people
think traditional and digital. There will be a shift towards ideas
driven rather than channel, and digital will be interwoven into
everything."
#digitalad

6. "Data & technology are
change agents for the
Golden Age of Digital
Advertising"
#digitalad

7. "Social Sharing.
The key! Don’t
advertise to your
consumers, get
them to talk
about you and
share your
content amongst
them."
#digitalad

8. "Digital is growing – there are thoughts that by
2015 it will increase by 3x, I would say that is a
low estimate. It all comes down to how easily
you can target customers and how easily you can
affect the purchasing decisions and get to them
and engage them." - Jeff Barrett @BareItAll
#digitalad

9. THE GOLDEN AGE OF DIGITAL ADVERTISING
(via cliqology.com)
We are in the midst of a Golden Age of Digital
Advertising Technology.
There are hundreds of smart companies that are
now engaged actively in streamlining the process of
digital media buying, selling, optimization, etc.
#digitalad

10. Best Practices
#digitalad

11. #digitalad

12. "...The agency has
launched a follow-up in
the form of a "Rut
Buster" Facebook app
that lets you make and
share customized video
montages to encourage
your friends to bust
out of such
monotonous routines."
[via AdWeek]
#digitalad

13. How to determine if a digital ad is
successful:
1. Increased Brand Awareness
2. Increased Brand Recognition
3. Increased Brand Loyalty
4. Increased Purchase Intent
[Simon Bowthorpe, @simonbowthorpe]
#digitalad

14. FUTURE TRENDS
#digitalad

15. DATA, DATA, DATA
"The use of data to target
advertising is and will continue
become a prevalent practice -
fueling something that we call
marketing automation.
Marketing automation is when
you go visit a site, the owner of
that website already knows
everything about you so that
they can personalize the site to
see your personality."
-Scott Hoffman, @cliqology #digitalad

16. "It's all about mobile right now, but no one really
knows what that means." - Rachel Cone-Gorham, @rcgnyc
"[A trend in digital advertising is to use] mobile to affect their
purchasing decisions and the trend in digital is to be timely and
less creative and grandiose – to challenge our digital teams to be
timelier."
- Jeff Barrett @BareItAll #digitalad

17. Biggest
Challenges

18. "Tying all the devices together. You
have a phone, you get mobile
advertising. You have a computer that
you get spam advertising on. You have
a TV, you get commercial advertising.
Our industry needs to find a way to tie
all those things together."
-Scott Hoffman, @cliqology

19. "Understanding KPI's [key performance
indicators]. Too often, brands and
companies jump head first into a
campaign without truly understanding
what success means."
-Rachel Cone-Gorham, @rcgnyc

20. Consumers are increasingly
suspicious about the ads and
sponsored content they see on their
favorite websites and social media.
70% of... consumers surveyed trust
brand or product recommendations
from family/friends, while digital ad
formats... rank below 20%.
[via Ecommerce Times]

21. What We Have Learned
Digital advertising begins with the production of
content in its most basic form. However, we are
seeing a new direction with advertising where the
message is constantly recycled and "advertised",
this time, by the consumers themselves via social
media outlets.
#digitalad