The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.

1. Advertising
Today
The customer is getting bombarded with more and more
advertisements every day. While the techniques and
technology are changing rapidly, it is becoming harder to
build brand awareness and engage with potential customers
today.

2. page
02
Media buyers and marketers are trying to develop the best
advertisement, and media strategy to maximize the return
on investment.
The advertising landscape is as vast as it can it be from the
good old print advertisements to virtual reality and
personalized ads.
The relevance of the advertising message is the primary
basis of competition between platforms, replacing reach…
www.canjogan.com

3. Adspend by medium (%)
page
03
9.5
5.2
34.1
6.2
0.7
6.7
17.8 19.8
7.3
3.8
31.2
5.7
1
6.4
15.3
29.3
N
ew
spaper
M
agazines
TV
R
adio
C
inem
a
O
utdoorD
esktop
InternetM
obile
Internet
2017 2020
Adspend is predicted to grow by 4.6% in 2018, reaching US $579 billion by the end of the year. Between this year
and 2020 the expenditure will be expected to increase by US $77 billion in total. The US will contribute 26% of this ad
expenditure.
www.canjogan.com

4. What is going on right now?
Ad Sepnd Gworth
Ad spend is accelerating by 3.6% in USA,
Germany, India,but it is slowing in UK, China and
Russia.
Digital vs. TV
2018 is the year that digital is overtaking TV.
Digital ad spend will count for 38.3% share of the
total ad spend. Overtaking TV at 35.5%
www.canjogan.com

5. What is going on right now?
Always connected
The consumers are always connected
especially via their mobile devices. Mobile ad
spending is reflecting that and will reach
US121.1 billion having overtaken desktop as a
share of total digital spend in 2017
Did you watch it yet?
Video (24.5%) and social (23.5&) will be the
main drivers of growth withing digital ad spend..
www.canjogan.com

6. The neuroscience has now proven that on a
brain-chemistry level, people process print
content with higher engagement, focus, and
a more profound emotional response.
Brain Rules
While other mediums such as tv, pop up,
rich media, etc. ads the consumer is
interrupted, in print the action is almost
volunteer. Consumers usually spend more
time on print ads vs. digital ones. The
traditional print media ads are more likely to
make a lasting impression.
Less interrupting
Print is here to stay!
Don’t be fooled by the decline of the print ad. spend.
Print ads are still precious. Consumers' perception and
engagement of the print is very different from other
mediums!
www.canjogan.com

7. 7www.canjogan.com
$25
Print drives online
According to the National Retail Federation, shoppers are
most likely to start an online search after viewing a
magazine ad.
Print ads can be a potent source to create
brand awareness, consideration, and trust. Print
ads can be an excellent tool to attract strangers,
convert visitors and develop leads. It performs
much better on long-term marketing efforts and
longtime projects instead of on short-term
marketing activities such as instant promotions or
flash sales events.
www.canjogan.com

8. While on-demand video streaming such as
YouTube, Netflix, Amazon Prime and OTT video
services -such as Hulu Live TV, Youtube Live
TV- are enjoying fast growth, half a million pay
TV customers canceled their contracts with their
cable provider in the last three months of 2017
alone.
Cord Cutting
IP Delivered TV Content has changed the
expectations and habits of the consumer. The OTT
space is getting more and more crowded and
competitive! But this is not necessarily bad news!
Thanks to this new tech, advertisers can precisely
target viewers down to the zip code level, or use
factors like demographics, lifestyle, and interests.
More advanced analytics tools are enabling
advertisers to target the right audience and
increase the relevancy of the campaign.
OTTT is the new king
Television Ads
Linear TV minutes consumed of all networks declined
for three consecutive years by a cumulative 5%. Tv ads
are fighting to survive since video on demand is
becoming more and more popular. But the war is not
over yet!
www.canjogan.com

9. 9www.canjogan.com
Serving relevant ads and high-quality campaigns
on TV became more important than ever! 8 out
of 10 US residents regularly use another digital
device watching TV. Multitasking while watching
TV is up by 5% from the last year. The most
popular second screens are the smartphones,
followed by tablets and laptops. The media
consumption related to the TV content on the
second screen is on increase.
Second Screens
Video
More than 75% of the above the line video
commercials are skipped by the viewers, yet
TV is still performing great when it comes to
aided brand recall studies
www.canjogan.com

10. Product Placement
Inserting products and brands has always been a popular
technique among the advertisers. Both on TV or in films
marketers has been inserting products or brand-related
content. This technique has proven to be successful when
the brand or product is relevant, and its purpose is well
linked to the program. The Marketers should pay extra
attention on how the brand or product is used and is it
integrated to the storyline, and even which character is
using it and so on.
If the well-hated villain is using your brand to achieve
success and your product is destroyed at the end of the
chapter. You will notice that it will not be the placement
when your consumer is considering favorability.
All been said the integration should be seamless and
should not harm the continuity of the storyline to be
effective.
www.canjogan.com

11. When considering today's consumer, it is no
longer possible to separate their offline life from
their online presence. Today's consumers are
not only super connected via smart devices, but
they also want these devices to increase their
life quality. It is essential to serve the relevant
content, at the right moment through the right
medium to survive. Keeping in consideration
that the consumer usually tends to be online
during various activities, their visiting the page
in which you have a banner adv does not mean
much anymore
Connected Consumer
Targeting the potential consumer does not mean
determining which cities or zip codes is hoped to
reach. It says much more than that. Now that we
have so much information available you need to
consider the time zone targets age, attitude, habits,
aspirations and more... When my niece (who is 4)
and my grandma (who is 98 today) is checking
social media while pretending to watch TV is the
new reality.
Internet
Digital marketing changes faster than the list of
available decent apartments in New York City. What
the best practice today, becomes an overutilized,
intrusive gimmick next day! So you need to adapt fast
while maintaining brand promise, values, and
positioning.
Are you the one?
www.canjogan.com

12. Decisions, decisions…
Smart enough?
When I first started in marketing, pre-launch was
the busiest time! We had the luxury of having tons
of meetings before launching or killing an online
campaign. Today after the lunch a marketer needs
to be even more vigilant, and vise and should be
able to decide to kill quickly what doesn't work and
doubling down what does while finding time to
create insights for the rest of the products and
departments.
Most of the sites are still static. As a result, it does
not generate enough leads. According to a study,
50% of the generation Z said they wouldn't stay on
a website if it can't anticipate what they are
searching for... Machine learning will only increase
the ability to be smart and eventually predictive
experiences.
www.canjogan.com

13. Quality and Authenticity
Almost anyone can advertise on online channels…
Yes, even the scammers so internet users became
extra careful when it comes to trusting online
advertisements. If the quality of the ad is good
enough, they will check the authenticity through
social media, other platforms, and other channels
before making any decisions. It is essential to
support the online advertisement campaigns with
cross-channel activities as well as the owned and
earned media.
www.canjogan.com

14. Thank You
www. .com.

15. www.canjogan.com