2. • Advertisers have and will always follow consumer trends
and technologies to reach their target markets.
3. The Beginning
• The first Web Banner
• October 25, 1994
• HotWired (the magazine, not the travel website)
• The first commercial website that began selling ads in
bulk
• AT&T- You Will campaign
• 468 x 60 static GIF
4. The Past
• Web banners peaked during the .com boom in the 90’s.
• US $8.2 Billion
• Ads were usually 468 x 60 or smaller, static or animated GIFS with bright
colors and graphics
• Ad revenue dropped after the .com bust in the 2000’s.
• Ads became expensive and CTR were low.
• Pop up ads were annoying and did content was not targeted to correct
audiences.
6. • Publishers and communications providers have and will
always use advertising as a way to increase revenues.
7. • Well designed ads and apps are important to keeping your
target audience engaged with your brand.
Design Rules
1) Know where the banner is going to be displayed
2) Write great copy
3) Add quality, convincing graphics
4) Use appropriate fonts and colors
5) Follow the publisher’s rules
6) Create interaction
NO
YES
9. • Technology like Flash Animation and Java Script allows for more
interactive ads. The gameification of ads results in an increase in time
spent with your brand and increases the value of your advertising.
10. Great examples
• http://demo.pointroll.com/PointRoll/AdDemo/CVS/HOT_DEAL_REFRESH_PaperBo
y_728x90_Exp_B_DerivePd10.asp
• http://www.smalleststoreintheworld.com/banner/en/index.html
• Victoria Secret App
• Candy Sports
11. • Through Google Adwords, Retargeting, Social Media and
Mobile Apps, users can choose which ads they receive and
helping brands increase sales.
Facebook Ad Options
Standard Facebook ad
Consists of a simple title, photo and text
Promote your page or specific posts
within your page
Choose your target audience, reach,
and frequency
Measure your ad’s performance
Appears along the side of the newsfeed
or next to a friend’s photo
Promoted Posts
Pay to ensure that your company’s post
will appear near the top of your fan’s
news feed
Twitter Promoted Posts
LinkedIn ads for B2B
12. Google Display Network and Retargeting
• http://www.youtube.com/watch?feature=player_embedded&v=hxNG9nR71ME
• http://www.youtube.com/watch?feature=player_embedded&v=9A7DRqWz-3U
13. The Future
• Online advertising will continue to grow because of it’s tracking
and targeting capabilities that traditional forms of advertising
cannot compete with.
14. • Advertisers will run into new challenges when trying to
reach targets as fragmentation increases.
• The Internet in 2020
– 4 billion internet users
– Growth coming from developing countries
– Many devices will be connected to the internet
• Computers
• Cell phones
• Tablets
• Smart TVs
• Buildings
• Bridges
• Roads
• A user’s internet use will become more fragmented.
– Computer at home
– Tablet in meetings and class
– Cell phone for on the go
• Similar to when cable grew, this fragmentation will bring new challenges.
– How can you remarket to users from their laptop to their cell phone?
• Advertisers will work less with media sales representatives and more with
automated placements with Google and Social Media.
• Advertisers will spend a lot of time with analytics in order to measure ROI across
different devices.
15. • New Technology will allow for new advertising
opportunities.
• http://www.youtube.com/watch?v=FpqW2wvhNoE
• http://www.youtube.com/watch?v=9c6W4CCU9M4
16. Example of Digital Media Plan for a local Baltimore client
Digital Media Recommendation
12/10/12
Client Logo Agency Logo
17. Objective
• Increase awareness and raise the consideration for the client in
their communities.
• Campaign Dates: December 1, 2012- June 30, 2013
Target Audience
• Adults 35-54
• Located in Baltimore, Harford, Carroll and Howard Counties
• Looking for general practice/ specialty physicians in their
community
Client Logo Agency Logo
18. Campaign Goals
• Reach target audience across a variety of digital platforms
• Use a variety of techniques to increase ad frequency
• Run in conjunction with traditional media ads for a fully integrated
campaign
• Use existing creative for easy recognition
Client Logo Agency Logo
19. Strategy
Google Search- 30%
ROS Display Banners- 40%
Retargeting Display Banners-
10%
Mobile- 15%
Social Media- 5%
Client Logo Agency Logo
20. Search
• Focus 30% of the digital media budget on Google
Adwords
• Run throughout campaign: Dec 1, 2012- June 30, 2013
• Target users in key zip codes
Retargeting
• Use Google Retargeting tool to capture visitors
after page abandonment
• Non- expandable boxes and leaderboards
• Tool to use throughout the campaign
Client Logo Agency Logo
21. Display Advertising
• Local news sites continue to be an important and
influential part of individuals’ lives.
• Important information source
• High level of trustworthiness
• Respectability
• Ads will run in conjunction with the local
traditional media outlets.
• Expandable boxes and leaderboards in standard
sizes across all sites.
Client Logo Agency Logo
22. Display Advertising
DECEMBER JANUARY FEB MARCH APRIL MAY JUNE
Interactive 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24
WBALTV.com
ROS Geotargeted to target zipcodes
Baltimore County News Channel
Carroll County News Channel
Howard County News Channel
Harford County News Channel
WJZTV.com
ROS Geotargeted to target zipcodes
CBS HealthWatch Channel
ABC2News.com
ROS Geotargeted to target zipcodes
Lifestyle Channel
Baltimore County News Channel
Carroll County News Channel
Howard County News Channel
Harford County News Channel
BaltimoreSun.com
ROS Geotargeted to target zipcodes
Health Section
Client Logo Agency Logo
23. Mobile
• Reach target audience at the right place and time
• Use of mobile devices are growing at a fast rate
• 35,000 apps on Millennial Media’s platform
DECEMBER JANUARY FEB MARCH APRIL MAY JUNE
Mobile 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24
Millennial Media
Variety of mobile apps and games geotargeted to target
zipcodes
WJZ Mobile
WJZ apps geotargeted to target zipcodes
Client Logo Agency Logo
24. Social Media
• 30% of Facebook users are within the target age range
• Focus a small percentage of the media budget on Facebook ads
• Inexpensive and easy to find target audience
• Standard Facebook ad including headline, copy, and image
Client Logo Agency Logo
25. Summary
• Focus on Google search and retargeting throughout campaign
• Use local news websites in conjunction with local traditional media
• Increase frequency by running ads across multiple channels and devices
• Use existing and matching creative across campaign for low creative costs
and high recognition
Client Logo Agency Logo
