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THE RECENT EVOLUTION
OF ADVERTISING
J.G. Wolfe
May 17, 2016
Evolution of Advertising: Overview
What we will cover:
‘Traditional’ Advertising Methods
Digital Advertising Methods
Tr...
‘TRADITIONAL’ FORMS
OF ADVERTISING
THE BIG FOUR
PRINT
RADIO
OUTDOOR
TELEVISION
TELEVISION
Cable
Can targeted geographically & specific programming
Does not reach broadcast network channels
Broadcast
...
RADIO
Reach and frequency medium
Targeted based on station format and listenership
demographics
PRINT
Good for image-building and message recall
Typically older demographic, esp. newspaper
OUTDOOR
Geographically-specific mass medium
Good for brand, reminder or directional messaging
DIGITAL ADVERTISING CHANNELS
DIFFERENCES IN DIGITAL ADVERTISING
More targeted than traditional
Lower production costs
More reporting about user inte...
ONLINE DISPLAY ADVERTISING
Visual banner or interactive ads on a site
Can be placed on a specific site
• Cost related to...
MOBILE ADVERTISING
Can be a component of display advertising,
translating those same ads for mobile viewing
Can also cre...
ONLINE SEARCH ADS
Appear in the top or sidebar of search results pages
Keyword association
Pay per click
EMAIL MARKETING
Mass messaging managed via Email Service
Providers (ESPs)
Must abide by CAN-SPAM laws
Send to those exp...
VIDEO ADS
Most common channel is YouTube
Two main types: Pre-roll video and graphic/text
overlay ads
Pay per click
SOCIAL MEDIA ADVERTISING
Facebook
Can target by geography, demographics, keywords
& interests – also FB users whose email...
SOCIAL MEDIA ADVERTISING
Twitter
Can target by geography, demographics, keywords
& interests – also by users similar to y...
TRENDS TO WATCH
Spend By Channel Over Time
Mobile Device Use
Mobile Device Use
Video Engagement
By 2018 69% of all internet traffic will be video
Every minute, 48 hours of video are being uploaded
to...
CONCLUSIONS
IMPRESSIONS OF TRADITIONAL AD AGENCY
IMPRESSIONS OF DIGITAL AD AGENCY
WHAT A REAL AD AGENCY LOOKS LIKE
TAKEAWAYS
‘Traditional’ advertising methods are not dead
‘Digital’ is not a fad, but also isn’t a silver bullet
A mix o...
J.G. Wolfe
jg@reubenrink.com
reubenrink.com
Thank You!
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Bridging Traditional and Digital Advertising

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A general review of traditional vs digital methods of advertising, including recent trends to watch.

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Bridging Traditional and Digital Advertising

  1. 1. THE RECENT EVOLUTION OF ADVERTISING J.G. Wolfe May 17, 2016
  2. 2. Evolution of Advertising: Overview What we will cover: ‘Traditional’ Advertising Methods Digital Advertising Methods Trends to Watch
  3. 3. ‘TRADITIONAL’ FORMS OF ADVERTISING
  4. 4. THE BIG FOUR PRINT RADIO OUTDOOR TELEVISION
  5. 5. TELEVISION Cable Can targeted geographically & specific programming Does not reach broadcast network channels Broadcast Larger audience, broad viewer reach Typically slightly higher cost
  6. 6. RADIO Reach and frequency medium Targeted based on station format and listenership demographics
  7. 7. PRINT Good for image-building and message recall Typically older demographic, esp. newspaper
  8. 8. OUTDOOR Geographically-specific mass medium Good for brand, reminder or directional messaging
  9. 9. DIGITAL ADVERTISING CHANNELS
  10. 10. DIFFERENCES IN DIGITAL ADVERTISING More targeted than traditional Lower production costs More reporting about user interaction High level of competition; potentially less attention-getting
  11. 11. ONLINE DISPLAY ADVERTISING Visual banner or interactive ads on a site Can be placed on a specific site • Cost related to number of views Can be placed among millions of sites via the Google ad network, targeted by keyword • Cost related to number of ad clicks Metrics and analytics reporting provided
  12. 12. MOBILE ADVERTISING Can be a component of display advertising, translating those same ads for mobile viewing Can also create an app-specific campaign, targeting audiences based on user interests Pay per click system
  13. 13. ONLINE SEARCH ADS Appear in the top or sidebar of search results pages Keyword association Pay per click
  14. 14. EMAIL MARKETING Mass messaging managed via Email Service Providers (ESPs) Must abide by CAN-SPAM laws Send to those expecting, don’t purchase lists Provide an opt-out Detailed activity reporting and benchmarking provided
  15. 15. VIDEO ADS Most common channel is YouTube Two main types: Pre-roll video and graphic/text overlay ads Pay per click
  16. 16. SOCIAL MEDIA ADVERTISING Facebook Can target by geography, demographics, keywords & interests – also FB users whose email you have Two kinds: ‘sponsored’ sidebar ads and post ads Pay per click
  17. 17. SOCIAL MEDIA ADVERTISING Twitter Can target by geography, demographics, keywords & interests – also by users similar to yours Take the format of ‘promoted’ tweets Pay per click
  18. 18. TRENDS TO WATCH
  19. 19. Spend By Channel Over Time
  20. 20. Mobile Device Use
  21. 21. Mobile Device Use
  22. 22. Video Engagement By 2018 69% of all internet traffic will be video Every minute, 48 hours of video are being uploaded to YouTube Video ads have highest click through rate of all digital channels
  23. 23. CONCLUSIONS
  24. 24. IMPRESSIONS OF TRADITIONAL AD AGENCY
  25. 25. IMPRESSIONS OF DIGITAL AD AGENCY
  26. 26. WHAT A REAL AD AGENCY LOOKS LIKE
  27. 27. TAKEAWAYS ‘Traditional’ advertising methods are not dead ‘Digital’ is not a fad, but also isn’t a silver bullet A mix of appropriate channels and tactics will maximize effectiveness Selecting the right advertising channels depends strictly on business objectives and audience definition
  28. 28. J.G. Wolfe jg@reubenrink.com reubenrink.com Thank You!

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