Download using the new media as an advertising platform

GOOGLE PPC & OTHER
ONLINE ADVERTISING
using the new media as an advertising platform
Jon Shallcross
Director
Sophia Amin
Director of marketing & communications
“the future of advertising is digital”
£5B
£4B
£3B
£2B
£1B
£0B
2006
2007
2008
2009
2010
2011
will digital replace
traditional advertising?
no - it’s a false dichotomy
2011 online adspend
(UK)
75% sought out by reader
25% seeks to create demand
Display
£1.13B
Classified
£0.90B
Paid search
£2.77B
Online display ads
Social media display ads
creating demand
Emails, newsletters
buyer
natural search
adwords
true classified
fulfilling
demand
Ad
CTR
Blank ad
0.08%
8/10,000
Brand ads
0.04%
4/10,000
Average FB ad
0.05%
5/10,000
Average banner ad
0.09%
9/10,000
"We created six blank ads in three IAB standard sizes, and two colors,
white and orange.We trafficked the ads via a demand-side platform (DSP)
with a low bid.We started with run of exchange, and in another phase
trafficked to "named publishers" that would accept unaudited copy." Click through rates
1.00%
0.80%
0.60%
0.40%
0.08
Blank ad
0.04
Brand ads (no offer)
0.05
Average FB ad
0.09
0.20%
0%
Average banner ad
WHY ARE ONLINE ADS
SUCH POOR PERFORMERS?
TARGETING
Linkedin’s
best guess
Facebook’s
claimed targeting
Total Facebook audience
potential
buyers
Facebook’s
actual targeting
CONTEXT
INTERACTIVITY & AD
BLOCKERS
online ads are too small
we hate ads that shout
precision targeting is a myth
few good relevant B2B sites
which is why ad prices are crashing
consumer CPM with behavioural targeting:
was £15, now £1.50-£1.60
When has it worked?
solus on emails & industry newsletters
ads with very careful behavioural
targeting & appropriate creative
GOOGLE PPC
classified advertising
for when SEO doesn’t work
Only Google wins
Google is a classified advertising
monopoly
keyword
keyword==£x+4
£x+3
keyword = £x+2
keyword = £x+1
keyword = £x
2012
2001
32%
60% ads
So...
demand and awareness?
product branding
existing customers
public relations, online & off
database marketing: email & paper
industry-specific sites
traditional advertising (where media survive)
SEO + your website
your own website is your
most important advertisement
website