Slide 3: Oxford University Press around the world of online advertising in under 60 minutes
Slide 5: How to look really clever at your next dinner party – new media trivia
Pick the logo
What does PDF stand for?
• portable document format
It was Youtube’s birthday 2 months ago – how old? What was the first item ever sold on ?
Slide 6: From newspapers to websites
If you own a website, you are a publisher
Slide 7: People now spend more than half of their daily lives consuming media of one form or another, a new survey suggests. The study of nearly 13,000 consumers, conducted by News Digital Media, also reveals that at certain times of day the internet is the dominant medium, outstripping both TV and radio. News limited March 2009
Slide 8: Why is online advertising growing?
We spend more time online than we do watching T.V. We crossed over a year ago
Slide 10: We have no internet
Slide 11: Online Advertising Australia
• The more pageviews a web site generates, the more an advertiser will pay. It used to be called readership
2010: $2 billion
2002: $170 million
Slide 12: Online advertising types
Classified Display Search and Directories 23.2% 25.9% 50.9%
IAB: September 2009
Slide 13: Classified
Crowd sourced – self publishing
Slide 14: Display
Slide 15: Display
Slide 16: Display
Leaderboard 728x90
Medium Rectangle 300x250
Skyscraper 160x600
Slide 17: Display: CPM
CPM cost per 1,000 pageviews Pot of credits Highly measureable
@$25 CPM $1,000 = 40,000 impressions (note the change of terminology) Rates vary fro $5 to $100 CPM
Slide 18: 39,999
Slide 19: 39,998
Slide 20: 39,997
Slide 21: Website Metrics
Slide 22: Website stickiness
A measure of frequency • Average time on site • Bounce rate • Pages/visit
And growing appeal • New visits And the Daddy of them all • Unique visitors (or absolute unique’s or UB) • A measure of reach
Slide 23: And there’s more - ISP’s
Slide 24: Possible ad campaigns
Telstra bigpond customer
Slide 25: Possible ad campaigns
Slide 26: And…….
Optus broadband customer
Slide 27: Possible ad campaigns
Slide 28: And there’s animated ads and video
Slide 29: YOU CAN’T DO THAT WITH A MAGAZINE AD
Slide 30: Search & Directories
Search Engine Marketing (SEM) • Google • Yahoo • Bing Directories • Yellow pages
Slide 31: Contextual advertising
Slide 34: Then there’s ………
Slide 35: Affiliate marketing - CPA
Slide 36: PRODUCT FLOG
Slide 37: sponsor-ed
Slide 38: From magazines to websites
If you own a website, you are a publisher
Slide 39: Sponsor-ed Websites
• Build FREE websites for schools; $7,000 value • Very easy sites to maintain • The websites generate fundraising revenue • Victorian pilot study in 2008, launched 2009 • 300 schools (Victoria, W.A, S.A & Tasmania) • Proven reputation for working between the needs of corporates and the sensitivities of schools
websites that deliver…
Slide 40: Website features
Slide 41: Fundraising
Traffic has frown 17 times
Slide 42: Why Advertisers Love sponsored
• We know the profile of our audience – They’re parents of primary or secondary children • We know their suburb
Slide 43: 1,000,000 impressions per month 100,000 uniques 60,000 households 3 fold increase in 12 months $25CPM
Slide 44: With all media, you can you buy what you like but it’s all about targeting
Slide 45: Nielsen: Online ads 33% recall
Sydney, 13 November 2009 — One-third of Australian consumers (33%) exposed to an online advertisement are able to recall that advertisement when asked, and 41 percent are able to link the correct brand to an unbranded advertisement, according to new online advertising effectiveness benchmarks released today by market research company Nielsen.
Slide 47: When planning media in the new world it’s all about……..
Slide 48: Owned Bought
Earned
Slide 49: Owned • your website Bought • online advertising Earned • social advocacy
Slide 50: Earned media – social advocacy
Slide 51: (1) ALLOW PEOPLE TO PLAY AROUND YOUR BRAND
Slide 52: Corporate intervention – just enough
(2) ADD SOME BRAND VALUE
Slide 53: It’s not always pretty
Slide 55: Jeff Stenski – The Predator • Bloggers solve problems • 473,000 minutes • Read 250,000 messages • Posted 20,000 times • Viewed over 2 million people • Save Dell $1million pa
(3) THE COMMUNITY SOLVES PROBLEMS
Slide 56: Earned media – social advocacy Will it blend?
Slide 57: Earned
Bought
Reach
Owned
Control
Slide 58: 1
Slide 59: Digital doesn’t equal young
55+ online shoppers 50+ facebook growth 70% of Mums on facebook Ave age of facebook user – 39 Median age primary Mum - 40
Slide 60: 2
Slide 61: It’s now about pushing out content
Slide 62: Not one size fits all
Know your customer Experiment
Slide 63: Be bold and move from lone nut to starting a m
Slide 64: References
www.thedigitalden.com.au Groundswell – Forrester research Linked-in groups Marketing sherpa emarketer www.digitalministry.com.au http://www.digital-media.net.au
Slide 65: Contact
Denis Masseni Director sponsor-ed denis.m@sponsor-ed.com.au 1300 755 010
Thank you
