Social Media - Two Decades of Change
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This document discusses changes in digital media over the past two decades. It covers the rise of digital advertising in the 1990s with the first banner ads and search engines. More recent trends discussed include the influence of social media, richer ad formats, and the focus on measuring ad effectiveness. The document also outlines new advertising offerings and provides examples of innovative ad formats from companies like Microsoft and MediaMind.
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Social Media - Two Decades of Change
- 1. Digital Media: 2 Decades of Change Pegah Kamal, Sr. ROI Consulting Manager, Global Accounts Sarah Artha, ROI Consulting Manager, Storage Media Group May 16, 2011
- 2. Agenda • A Little Tale: Lions & Tigers & Bears– Oh Y? • State of Media: As of May 15th 11:59pm • Cool Things Your Mom Doesn’t Even Know About • All Together Now • Questions
- 3. Objective is to raise awareness and further educate client consulting about the evolution of online advertising, understand the various influences that impact the markets direction and explore new paths of creativity.
- 4. Lions & Tigers & Bears- Oh Y? • This is the Era of the Millennials • Whoomp! There it is!– Digital in the 90’s ▫ 1st clickable Banner & Social Networking Site ▫ IAB is founded ▫ Google hits the scene & the rise of Search Engine Advertising • Somebody’s Watching Me– 20th Century ▫ CPM to CPC to CPA ▫ CAN Spam and Privacy ▫ Launch of Facebook, Apps and Tablets
- 5. State of Online Media • Power and habits of the IT Pro has influenced the way we do business • 3 Key Influences on the Ad Industry ▫ Rich Media Ads ▫ Measuring Success ▫ „Context‟ is King • 2011 Online Advertising Trends
- 6. The New IT Pro • Purposeful about their search • Peer to Peer out weighs any force fed anecdote • Online Research Habits • Do Not Disturb • Ad Clicks vs Views New tools and research habits have led to a more intelligent, influential and powerful user– all of which have influenced how marketers communicate their message
- 7. 3 Key Influences on the Ad Industry 1. Rich Media Ads ▫ Today’s Rich Media Ads are getting 10 fold activity than generic ads 2. Measuring Success ▫ Getting more sophisticated in how marketers track users 3. ‘Context’ is King ▫ Contextual Aligned Ads = Consideration
- 8. 2011 Online Advertising Trends • Worldwide Spend to grow to $96.8B in 2014* • 69% of Marketers plan to increase spend in Digital Video Advertising* • Morphing of Social: 2011 Spend to reach $6B* • Mobile: App Happy and Compatible • Virtual Events on the Rise * View Source in Appendix
- 9. Where TT Stands Topical Info Center Custom Interactive White Paper Interactive Rich Media Mobile 3 in 1 Ad Unit: Quiz + Video + Discussion
- 11. Cool Things That Your Mother Doesn’t Even Know About
- 12. MediaMind Creative Zone Sync Ad Cube 3D 3D, Paper Vision & Glide
- 13. Microsoft: Filmstrip Ad Intended to move the consumer through the purchase funnel, from awareness to loyalty
- 14. Skadoosh! YouTube Demolition Highlights pieces that can be used for Skadoosh. “Hey YouTuber! What‟s up? Drag something over to Po.” With every piece dragged to Po the page destructs. “If a skadoosh happens on YouTube does it make a sound? Only if you share.”
- 15. ADWeek: Expandable LB • Expandable ad that pushes content down • Features • 6 Buttons that allows 10+ assets to be served • Mobile Experience Button • Share This Ad Capabilities • Showcase Button: scrolling assets that users can interact with
- 16. All Together Now
- 17. Final Points • From Rags to Riches: Long Gone are the Days of Static, Whack A Mole Pop Ups. Online Ads Have Become More Innovative and Engaging. • Got An App For That?: Online Ads Will Continue to Evolve at a Rapid Pace. But Don’t Forget– The IT Pro Will Always Be One Step Ahead
- 18. Questions?
- 19. Appendix
- 20. 2011 Online Trends Sources • Mobile: App Happy and Compatible • Forrester predicts that marketers will take the training wheels off mobile programs and start investing in cohesive mobile marketing strategies.”- Forrester • Worldwide Spend to grow to $96.8B in 2014 • International: Western Europe accounts for 27.7% of global online ad spending in 2010, worth $17.1 billion • Virtual Events on the Rise • “60% of Marketers plan to boost spending in virtual events and environments”- B2B • Increase in Digital Video Advertising • 69% of marketers and 55% of agencies plan to increase their Digital Video Advertising (DVA) • Morphing of Social: • eMarketer forecasts worldwide social network spending to reach almost $6B in 2011
- 21. Additional Links and Resources • Things Your Mother Doesn’t Know About ▫ IAB Rising Stars in Online Advertising: Microsoft Film Strip ▫ MediaMind Creative Zone: http://creativezone.mediamind.com/ ▫ Skadoosh!: http://www.youtube.com/profile?user=kungfupanda2&annotation_id=annotation_25646& feature=iv • TechTarget References ▫ Understanding Regional Distinctions of How IT Buyers Research Online Dec. 2010- Social Media & Search Slide (21 of 26) • Online Statistical References ▫ IAB Launches Data Council ▫ IAB Study Plan to Increase Digital Video Advertising Spend ▫ Mobile Marketing Watch ▫ Forrester 2011 US Mobile Marketing Predictions
Notes de l'éditeur
- Bottom Line: New tools and research habits have led to a more intelligent, influential and powerful user– all of which have influenced how marketers communicate their message
- Mobile: App Happy and CompatibleForrester predicts that marketers will take the training wheels off mobile programs and start investing in cohesive mobile marketing strategies.”- ForresterWorldwide Spend to grow to $96.8B in 2014International: Western Europe accounts for 27.7% of global online ad spending in 2010, worth $17.1 billionVirtual Events on the Rise“60% of Marketers plan to boost spending in virtual events and environments”- B2BIncrease in Digital Video Advertising69% of marketers and 55% of agencies plan to increase their Digital Video Advertising (DVA)Morphing of Social: eMarketer forecasts worldwide social network spending to reach almost $6B in 2011companies are slowly starting to embrace the influence and power of the IT pro and are putting more emphasis around building their own communities (looks attractive to any partners– i.e. Intel)… Example: Intel IT Professional Community, MSFT Developer
- Benefits:Great way to engage users at their exact “point of consideration”The user is the destinationBuild-in flexibilityAdvertisers draw attention to new/primary assets while driving traffic to secondary assetsUsers self-segment themselves into purchase phase based on real-time inputsComplements TechTarget Activity IntelligenceGreat way to generate brand demandIncreased user dwell spent with advertiser brand and content5-10x standard CTRs; dwell rates up to 6 minutes per session
- Microsoft:A girl reaches down from the roadblock banner at the top of CBSSports to pick up the new ASUS Eee Slate with Windows 7.Hyundai Ad: This campaign was designed to launch of the new format for the Hyundai campaign “New Thinking. New Possibilities'. It uses an expandable wallpaper with a Papervision3D Cube that features product videos and responds to user interaction.3D/PaperVision/Glide:The ad for Samsung’s new Galaxy Tablet combines 3D, Paper Vision, video and a glider effect for a totally immersive user experience. Users go behind publisher content for a full 3D world where they can switch between videos touting the product’s benefits in a fun and entertaining interface.What is PaperVision?3D Flash describes the use of Adobe's Flash player to display simulated three dimensional environments using 2D computer graphics.
- http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-040411-dv