A general review of traditional vs digital methods of advertising, including recent trends to watch.

1. THE RECENT EVOLUTION
OF ADVERTISING
J.G. Wolfe
May 17, 2016

2. Evolution of Advertising: Overview
What we will cover:
‘Traditional’ Advertising Methods
Digital Advertising Methods
Trends to Watch

3. ‘TRADITIONAL’ FORMS
OF ADVERTISING

4. THE BIG FOUR
PRINT
RADIO
OUTDOOR
TELEVISION

5. TELEVISION
Cable
Can targeted geographically & specific programming
Does not reach broadcast network channels
Broadcast
Larger audience, broad viewer reach
Typically slightly higher cost

6. RADIO
Reach and frequency medium
Targeted based on station format and listenership
demographics

7. PRINT
Good for image-building and message recall
Typically older demographic, esp. newspaper

8. OUTDOOR
Geographically-specific mass medium
Good for brand, reminder or directional messaging

9. DIGITAL ADVERTISING CHANNELS

10. DIFFERENCES IN DIGITAL ADVERTISING
More targeted than traditional
Lower production costs
More reporting about user interaction
High level of competition; potentially less
attention-getting

11. ONLINE DISPLAY ADVERTISING
Visual banner or interactive ads on a site
Can be placed on a specific site
• Cost related to number of views
Can be placed among millions of sites via the
Google ad network, targeted by keyword
• Cost related to number of ad clicks
Metrics and analytics
reporting provided

12. MOBILE ADVERTISING
Can be a component of display advertising,
translating those same ads for mobile viewing
Can also create an app-specific
campaign, targeting audiences
based on user interests
Pay per click system

13. ONLINE SEARCH ADS
Appear in the top or sidebar of search results pages
Keyword association
Pay per click

14. EMAIL MARKETING
Mass messaging managed via Email Service
Providers (ESPs)
Must abide by CAN-SPAM laws
Send to those expecting,
don’t purchase lists
Provide an opt-out
Detailed activity reporting and
benchmarking provided

15. VIDEO ADS
Most common channel is YouTube
Two main types: Pre-roll video and graphic/text
overlay ads
Pay per click

16. SOCIAL MEDIA ADVERTISING
Facebook
Can target by geography, demographics, keywords
& interests – also FB users whose email you have
Two kinds: ‘sponsored’ sidebar ads and post ads
Pay per click

17. SOCIAL MEDIA ADVERTISING
Twitter
Can target by geography, demographics, keywords
& interests – also by users similar to yours
Take the format of ‘promoted’ tweets
Pay per click

18. TRENDS TO WATCH

19. Spend By Channel Over Time

20. Mobile Device Use

21. Mobile Device Use

22. Video Engagement
By 2018 69% of all internet traffic will be video
Every minute, 48 hours of video are being uploaded
to YouTube
Video ads have highest click through rate of all
digital channels

23. CONCLUSIONS

24. IMPRESSIONS OF TRADITIONAL AD AGENCY

25. IMPRESSIONS OF DIGITAL AD AGENCY

26. WHAT A REAL AD AGENCY LOOKS LIKE

27. TAKEAWAYS
‘Traditional’ advertising methods are not dead
‘Digital’ is not a fad, but also isn’t a silver bullet
A mix of appropriate channels and tactics will
maximize effectiveness
Selecting the right advertising channels
depends strictly on business objectives and
audience definition

28. J.G. Wolfe
jg@reubenrink.com
reubenrink.com
Thank You!