This document discusses different online advertising strategies and tactics. It notes that most people now spend time online from their phones, with the most popular social networks depending on factors like age and interests. It evaluates when different types of digital advertising like search, social, display and retargeting are most effective. It also discusses the importance of branded content and partnerships over intrusive ad formats to build an engaged audience and brand value.

1. Gummy Industries
DISTRACTED
Communicating to
bored users, onlineSDA Bocconi - Master MAMA

2. Il consumatore post moderno
THINKABOUT
YOURTARGET
2

3. 87% OFTHEMARE ONLINE
3
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/

4. PROBABLY FROMTHEIR PHONE
4
http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/attachment/mobile-internet-trends-mary-meeker-2015-1/

5. MOSTLY ONTHEIR PHONE
5
http://www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB

6. WASTINGTIME ON
SOCIAL NETWORKS
6
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/

7. WHAT SOCIAL NETWORK
DOYOU USE MOST?
7

8. 8
www.slideshare.net/wearesocialsg/digital-in-2016/27-wearesocialsg_27MOBILES_SHARE_OF_WEB

9. MOSTLY,
IT DEPENDS ONYOUR
AGEAND INTERESTS
9

10. 10
EVERYBODY IS
ON FACEBOOK

11. 11
YOUNGER, LESS
SCHOLARIZED
ON INSTAGRAM

12. 12
BOREDADULTS
ON LINKEDIN

13. 13
WOMEN ON
PINTEREST

14. 14
RICHTEENS ON
SNAPCHAT

15. WHY DOTHIS PEOPLE
SPENDTIME ON SOCIAL
NETWORKS?
15
Remember? Relation, entertainment and information.
15

16. WHAT’STHE BESTWAY
TO REACHYOUR
TARGET, ONLINE?
16

17. 17
“ONLINEADVERTISING”,
THEY SAY
You have 1 minute to find
one that you like, on your
smartphone.

18. 18
ONLINEADVERTISING IN ITALY
A 2,15 BILLION € MARKET

19. 19
“SEARCH IS IMPORTANT”
GOOGLE SAYS (LOL)

20. WHEN SHOULDYOU USE
SEARCHADVERTISING?
20

21. 21
WORKSWELL, IF USERS
KNOWWHATTHEYWANT

22. WHENWOULDYOU USE
SEARCHADVERTISING?
22

23. WHEN SHOULDYOU USE
SOCIALADVERTISING?
23

24. 24
GOODTOTARGET PEOPLE IN BRESCIA,THAT LOVE
ARTANDARE INA COMPLICATED RELATIONSHIP

25. 25

26. of people click on
Facebook newsfeed ads
26
2%
http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/
33 times more than display

27. 27
http://www.salesforcemarketingcloud.com/wp-content/uploads/2013/06/The-Facebook-Ads-Benchmark-Report.pdf

28. WHEN SHOULDYOU USE
DISPLAYADVERTISING?
28

29. 29
HOW MANY BANNERS DOYOU SEE?

30. HAVEYOU EVER CLICKED
ONA BANNERAD?
I MEAN, ON PURPOSE?
30

31. of people click on banners
31
0,06%
*Average CTR across all media and all formats, source: DoubleClick

32. “You are 64 times more
likely to climb Mount
Everest than clicking on
a banner ad”
32

33. 33
WHY?

34. 34
PEOPLE DON’T CARE
ABOUT BANNERS
61% of people don’t click on banners
because they don’t want to be distracted
http://www.bannersnack.com/blog/build-trust-display-ads/

35. 35
EVENWORSE:
PEOPLE HATE
BANNERS

36. AND BANNER FOLLOWTHEM
36
That’s creepy! Stop it!

37. 37
LOOKING FOR SOCKS?

38. YOU’LL NEVER
GET RID OFTHEM

39. Returning customers who
have been retargeted are
70%
more likely to make a purchase
http://www.redcowmedia.co.uk/display-and-retargeting.html

40. 40
CANYOU SPOTTHEADV?

41. 41
http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/

42. 42
HOW MUCH INTRUSIVE
SHOULDYOUR BRAND BE?
100% branded
+ control
- reach
0% branded
- control
+ reach
OWNED
MEDIA
ADV SPONSORSHIP VIRAL
BRANDED
CONTENT
EARNED
MEDIA
Make my logo bigger!
CONTENT
PRODUCT
PLACEMENT

43. people look for something, every day,
on Subtle Dildo’s page 43
27.000

44. Inserisci qui un occhiello
44

45. Inserisci qui un occhiello
45

46. 46

47. people played
Twitch Plays Pokemon 47
1 MLN

48. watched
48
40 MLN

49. 49

50. views ofTurBaconEpicThanksgiving,
on Epic MealTime channel 50
18 MLN

51. Inserisci qui un occhiello
51

52. 52

53. Blogpost produced by BuzzFeed
forVirgin Mobile 53
190

54. 54

55. 55

56. 56

57. 57
BRAND CREATE ENTIRE
BRANDED MAGAZINES

58. 58
THEY CREATE BRANDVALUE
THROUGH CONTENT

59. 59
https://www.youtube.com/watch?v=lUtnas5ScSE

60. 60

61. 61

62. 62
160.000 viewers in theaters
1,5M € Box office
CULTURAL INSTITUTION
ARE JUMPING ON BOARD

63. 63
http://azone.guggenheim.org/

64. WHAT’S NEXT?
64

65. WWW.GUMMYINDUSTRIES.COM