Online display advertising insights and tips for Marketers,
Presentation, 30.09.2010
Lassi Nummi
Nitro Estonia.
Seminar by EPL, Media Contacts, Starman, Nitro Estonia
2. Background…
Digital Agency
Lassi Nummi Founded 2000
CEO Largest digital agency in Finland
Nitro Estonia In Estonia since 2008
Digital markeTng experience:
In Estonia part of Big Idea Group
2001‐> Metropoliz.net
Team of 10 EE, 100 in Finland
2004‐> Nokia
2006‐> Nitro Finland
2008‐> Nitro Estonia Finnair, Nordea, Lemminkäinen, Nokia, SOK,
Fiskars, Vaisala, Fazer, Loreal, MTV3, Volvo,
BMW, Starman, Bigbank, Rimi, A‐lehdet,
Finnlog, Isku, Stockmann.…
11. Display – notes 2008‐2010
• Out of online ads, the cutbacks on marke.ng budgets
has affected the Display adver.sing most
• Search outperformed display last year as the pressures
of the economic condiTons encouraged adverTsers to
focus on achieving return on investment through
direct response formats at the expense of brand
adver.sing.
• However as countries in the IAB Europe network are
already reporTng a recovery in online display in the
first quarter of 2010 it seems that this trend was only
temporary.
• 2009 – UK Video display adver.sing up 140 %
21. 1. Be interac.ve
– Reward the user for clicking
– InteracTvity increases brand recall 63 % more
than non interacTve ads (*)
hjp://www.bannerblog.com.au/2010/08/sls_amg_pedal.php
*Barnum Sulley Research 2010
23. 3. Make the crea.ve to fit the
environment
• Take advantage of different target groups
• Do not push the same creaTve to all
placements
• Think about
sub‐segments
• Use social media
40. Conclusions, how to stand out 2010
1. Be entertaining
‐ If possible, use video
2. Be InteracTve, challenge and engage the customer
3. Don’t be afraid to use special soluTons
4. UTlize your media mix (challenge your agency)
– Display leads to search
– Demand real metrics
5. Use several variaTons for different target groups,
don’t be afraid to change creaTve during
campaign.
6. Remember – you don’t need to do adverTsing –
Brief for soluTons, not for ads
7. Challenge your agency ! Online is not a newspaper.