Iab Local Presentation Cleveland

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Information about Iab Local Presentation Cleveland
Business & Mgmt

Published on June 26, 2009

Author: drigotti

Source: slideshare.net

Integrating Online into your Local Marketing Strategy ONLINE MARKETING SUMMIT IAB LOCAL COMMITTEE JUNE 8 TH , 2009

The IAB is dedicated to the growth of the interactive advertising marketplace Fend off adverse legislation and regulation Coalesce around market-making measurement guidelines and creative standards Generate industry-wide research and thought leadership that’s divorced from corporate self-interest Create common ground with customers to reduce costly friction in the supply chain Create countervailing force to balance power of other media, marketing, and agency trade groups Share best practices that foster industry-wide growth Six Reasons the IAB Exists:

Fend off adverse legislation and regulation

Coalesce around market-making measurement guidelines and creative standards

Generate industry-wide research and thought leadership that’s divorced from corporate self-interest

Create common ground with customers to reduce costly friction in the supply chain

Create countervailing force to balance power of other media, marketing, and agency trade groups

Share best practices that foster industry-wide growth

IAB, ANA, AAAA and Booz & Co. Partnered on “Marketing-Media Ecosystem 2010” Study Marketer View of the Ecosystem % of Responses Source: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis

What we’ll cover Digital Overview Local Marketing Executing Successfully

Digital Overview

Local Marketing

Executing Successfully

DIGITAL OVERVIEW The Opportunity Emerges

“ The dip in sales seems to coincide with the decision to eliminate the sales staff.”

US Online Ad Spend Rising with Increased Broadband Penetration US Online Ad Spend vs. Broadband Penetration Source: Pew Internet Research, IAB PWC Internet Ad Revenue Report

The Internet has become pervasive – fast TV Internet Today Internet 1995 Radio Newspaper Magazine “ Middletown” Media Consumption Daily Incidence of Use Average Daily Minutes / User p Source: Middletown Media Study II, Pew Internet Research, IAB Analysis Internet Today Internet 2005

Local Growing Faster than National Source: Borrell Associates, 08Q4 U.S. Interactive Ad Spending, 2006-2008 CAGR = 14% CAGR = 32%

Display advertising makes up half of all Local Interactive Ad Spend Source: Borrell Associates, 08Q4 U.S. Local Interactive Ad Format Share, 2008

SMBs with Websites Also Steadily Rising Source: Local Commerce Monitor. Wave XII August 2008 (sample of 299). Wave XI August 2007 (sample of 304). Wave X February 2007 (sample of 300). Methodology: Online. Cosponsor: ConStat. Online Spend Steadily Increasing A Strong Majority of SMBs Now Have Websites; Will Probably Reach Two-Thirds in 2009 SMBs Now Spend Almost One-Third of their Ad Budget on Online Media

SMBs Planned Use of ‘Web 2.0’ Features Source: Local Commerce Monitor Wave XII August 2008. (Sample: 299). Methodology: Online. Co-sponsor: ConStat.

Digital Marketing Universe Source: Borrell Associates, 2009 DIGITAL Data Voice Video Viral Samples Coupons Games/Contests Streaming Podcast Flash E-mail SMS IM Banners & Buttons Listings SEO Paid

Viral

Samples

Coupons

Games/Contests

Streaming

Podcast

Flash

E-mail

SMS

IM

Banners &

Buttons

Listings

SEO

Paid

LOCAL MARKETING

Follow Your Audience Where is the Cleveland digital audience? What tools are available to reach them?

Where is the Cleveland digital audience?

What tools are available to reach them?

Using the internet is a mainstream media behavior among Cleveland adults Source: Scarborough Research Cleveland Report, Release 2, 2008 Base = Cleveland DMA adults (2,961,679)

Nearly 70% of Cleveland Adults have internet access at home Source: Scarborough Research Minneapolis-St. Paul Report, Release 2, 2008

Over 54% of the Cleveland Digital Audience spends 5 hours or more online Source: Scarborough Research Cleveland Report, Release 2, 2008

Cleveland adults who have accessed the internet in the past 30 days are more upscale than the average Cleveland adult Source: Scarborough Research Cleveland Report, Release 2, 2008 Base = Cleveland DMA adults (2,961,679) Index Men 102 Women 98 Age 18-34 120 Age 35-44 120 Age 45-54 1079 Age 55+ 70 College Graduates or more 126 Household income 100K or more 124 Individual employment income 100k or more 135 Homeowner 103 Home value 300K or more 121 Employed as a professional/manager 129

Nearly 30% of the Cleveland Digital Audience spends $500 or more for Internet Purchases in the last year Source: Scarborough Research Cleveland Report, Release 2, 2008 Amount Spent in Past Year Share Under $100 8.6% $100 - $249 15.4% $250 - $499 12.0% $500 - $999 10.2% $1,000 - $2,499 10.4% $2,500 or More 6.1%

Auto, Merchandise, and Real Estate are the largest categories for Cleveland Interactive Ad Spend Auto Marketing General Merchandise Stores Real Estate Services Food Stores Government Furniture stores Retail Home Improvement Pharmacies Automotive Parts & Supplies Telecommunications DotCom Businesses Credit & Mortgage Services Eating and Drinking Places Computer-related Services Other Medical Professionals Banks Colleges and Universities Apparel and Accessory Stores Miscellaneous Retail Medical Doctors, HMOs Automotive Repair Services HVAC Installation & Repair Office Equipment/Supplies Other Recreation Places Retail Toys/Games/Hobbies Total Interactive Ad Spend by Business Category for Cleveland DMA $ Million $- $10 $20 $30 $40 Source: Borrell Associates, 08Q4

We know it’s important And we know its growing but… What is available to help meet our goals as marketers?

Digital Marketing Universe Source: Borrell Associates, 2009 DIGITAL Data Voice Video Viral Samples Coupons Games/Contests Streaming Podcast Flash E-mail SMS IM Banners & Buttons Listings SEO Paid

Viral

Samples

Coupons

Games/Contests

Streaming

Podcast

Flash

E-mail

SMS

IM

Banners &

Buttons

Listings

SEO

Paid

There are many tools! But let’s start with some basic tools and how they are used:

Keep in mind many tools can achieve multiple goals. Platforms that can help reach your Marketing Goals Most effective Least effective Marketing Goals Digital Marketing Tools Brand Awareness Lead Generation Retention / Loyalty Email Search Display Ads Mobile

How Search Results Appear Paid Search = SEM Algorithmic Search or Organic Search or Natural Search = SEO

Local Case Study Goal : Build Brand Awareness For Local Restaurant – First Crush in San Francisco Solution : Used Google Ad Words and focused on its web brand through consumer reviews and its website Results : First Crush Restaurant increase its site traffic by 400% Encourages Reviews Top of the local search results Uses Ad words to promote its local awards

Local Search Key Point: Good Search Results start with a strong website. It is very important to make it useful and relevant to your consumers.

Display Serves Direct Response As Well As Brand Advertisers Direct Response Requires compelling offer and call to action Rich Media is used to increase engagement However, low click through rates still typical Branding Increasingly common Audience too large, too engaged to ignore Research tools are emerging to demonstrate value, but easy to slip back into DR mindset

Direct Response

Requires compelling offer and call to action

Rich Media is used to increase engagement

However, low click through rates still typical

Branding

Increasingly common

Audience too large, too engaged to ignore

Research tools are emerging to demonstrate value, but easy to slip back into DR mindset

Brand Awareness: US Health Dept Local Television Site WTHR.Com Markets U.S. Health Department’s Toll Free Health Line To Local Residents Rotational banners (728x90 and 300x250) throughout the site…reaching the masses! 728 x 90 300 x 250

Brand & Lead Generation & Retention Example: Macy’s Weekly Presence with homepage takeover & heavy run of site prior to the “shopping weekends.” Campaign also includes opt-in solo email blast, “Deals & Steals”, during key promotional periods.

The Weather.com Adaptor Ford Motor Company utilizes the Adaptor technology to support it’s Dealer Groups. Instead of creating and customizing hundreds of messages, they buy one Adaptor ad and bring in dealer information through a back end database.

Mobile Overview Mobile Interactive Advertising refers to advertising or marketing messages delivered to portable devices, either via a synchronized download or wirelessly over the air. Mobile features such as text messaging, ringtone and wallpaper downloads, and mobile video all provide important opportunities for marketing and/or advertising messages. Mobile display advertising generally takes two major forms: display ads delivered on the device itself (within a mobile Web browser or some other phone-based application) display ads in other media that feature a mobile call-to-action (typically sending a message via text messaging shortcode) Source: IAB Mobile Platform Status Report, July 2008

Mobile Interactive Advertising refers to advertising or marketing messages delivered to portable devices, either via a synchronized download or wirelessly over the air.

Mobile features such as text messaging, ringtone and wallpaper downloads, and mobile video all provide important opportunities for marketing and/or advertising messages.

Mobile display advertising generally takes two major forms:

display ads delivered on the device itself (within a mobile Web browser or some other phone-based application)

display ads in other media that feature a mobile call-to-action (typically sending a message via text messaging shortcode)

Mobile Branding Example: Clearwire Launch Mobile Sites like Yahoo and MySpace Market Clearwire’s WiMax service “Clear” to mobile, tech savvy consumers Banner ads on participating mobile sites…targeting local mobile consumers!

Other Platforms Social Networks Local Blogs Wikis Video Digital Devices Your Website And Many More…

Social Networks

Local Blogs

Wikis

Video

Digital Devices

Your Website

And Many More…

EXECUTING SUCCESSFULLY “ Breaking the old rules”

The Rules for Interactive Advertising are the Same… #1 The Marketing Plan Review & Update #2 Creative Creative is not complicated or costly #3 Media Buy Agency Publisher Ad Network Self provisioning through a directory or search engine #4 Tracking and Measuring #5 Management and Execution REVIEW creative and media buy periodically UPDATE as needed

#1 The Marketing Plan

Review & Update

#2 Creative

Creative is not complicated or costly

#3 Media Buy

Agency

Publisher

Ad Network

Self provisioning through a directory or search engine

#4 Tracking and Measuring

#5 Management and Execution

REVIEW creative and media buy periodically

UPDATE as needed

5 Ways to Take your Digital Campaign to the Next Level: Analytics/Measurement Campaign Optimization Targeting Content Integration Offline/Online Campaigns

Analytics/Measurement

Campaign Optimization

Targeting

Content Integration

Offline/Online Campaigns

Accurate analytics is a major competitive advantage “ I fully believe half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (July 1838 – December 1922)

“ I fully believe half

the money I spend on

advertising is wasted;

the trouble is I don't

know which half.”

Campaign Optimization Unique aspect of online Advertising = Data Immediate and ongoing refinements Creative Media placement Targeting Requires Multiple versions for testing Extra effort Data is a way to have a dialogue with customers

Unique aspect of online

Advertising = Data

Immediate and ongoing refinements

Creative

Media placement

Targeting

Requires

Multiple versions for testing

Extra effort

Data is a way to have a dialogue with customers

Targeting – Getting to the Right Eyeballs Contextual Demographic Geographic Technographic Behavioral 66% of US Internet users said they would click on additional Internet ads if they were better targeted – eMarketer, January 2008

Contextual

Demographic

Geographic

Technographic

Behavioral

Content Integration: NY Times Ads for Milk

Case Study: Amtrak “National Train Day!” 2008 Success Leads to 2009 Renewal. 2008 “NTD” Goals/Objectives: To drive consumers to Amtrak Station locations on May 10 th , for National Train Day thru the use of Local Online combined with Local Television in LA, CH, DC and NY. Banner Impressions Online Re-purposed TV creative Video Impressions Online :10 TV Spots 2008 Results: Over 2,600 sign ups on NTD.com and extremely high turnouts at select Amtrak train stations, plus rider-ship increases in 2008.

2008 “NTD” Goals/Objectives: To drive consumers to Amtrak Station locations on May 10 th , for National Train Day thru the use of Local Online combined with Local Television in LA, CH, DC and NY.

Banner Impressions Online

Re-purposed TV creative Video Impressions Online

:10 TV Spots

2008 Results: Over 2,600 sign ups on NTD.com and extremely high turnouts at select Amtrak train stations, plus rider-ship increases in 2008.

Case Study: Amtrak “National Train Day!” 2008 Success Leads to 2009 Renewal. 2009 “NTD” Renewal: To drive consumers to Amtrak Station locations on May 9 th , for National Train Day thru the use of Local Online combined with Local Television in LA, CH, DC and PH. This year, we used much higher levels of High Impact Rich Media placements including “peel backs, expandable banners, push downs” and more, that will all be created and provided by COXnet AdStudio as a service to the agency and in order to have a consistent theme and message across multiple markets. Banner Impressions Online High Impact Rich Media Placements :10 TV Spots

2009 “NTD” Renewal: To drive consumers to Amtrak Station locations on May 9 th , for National Train Day thru the use of Local Online combined with Local Television in LA, CH, DC and PH.

This year, we used much higher levels of High Impact Rich Media placements including “peel backs, expandable banners, push downs” and more, that will all be created and provided by COXnet AdStudio as a service to the agency and in order to have a consistent theme and message across multiple markets.

Banner Impressions Online

High Impact Rich Media Placements

:10 TV Spots

Case Study: Amtrak “National Train Day!” 2008 Success Leads to 2009 Renewal. HIGH IMPACT AD UNITS Hockey Stick Ad, Peelback’s etc.

Tips for Success LEARN: many available resources DON’T STRESS: online is not complicated START SLOW: haste makes waste ASK FOR HELP: you’ll be in good company BUILD SYNERGIES: online complements and enhances your existing marketing efforts TEST, TEST, TEST BREAK THE OLD RULES

LEARN: many available resources

DON’T STRESS: online is not complicated

START SLOW: haste makes waste

ASK FOR HELP: you’ll be in good company

BUILD SYNERGIES: online complements and enhances your existing marketing efforts

TEST, TEST, TEST

BREAK THE OLD RULES

Resources in the Market IAB ( www.iab.net ) Standards & Guidelines Best Practices Conferences & Events IAB Smart Brief Industry data & research Training Programs ( www.iab.net/events_training ) Online education Local and Regional Workshops Publishers Online/Self-serve tools Sales representative

IAB ( www.iab.net )

Standards & Guidelines

Best Practices

Conferences & Events

IAB Smart Brief

Industry data & research

Training Programs ( www.iab.net/events_training )

Online education

Local and Regional Workshops

Publishers

Online/Self-serve tools

Sales representative

THANK YOU Gordon Borrell Chief Executive Officer Borrell Associates [email_address] Seth Dallaire Director of Sales Microsoft [email_address]

Gordon Borrell

Chief Executive Officer

Borrell Associates

[email_address]

Seth Dallaire

Director of Sales

Microsoft

[email_address]

Image courtesy of M. Clarke under a Creative Commons License Questions & Discussion ?

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