A basic overview and

1. Digital Advertising
Opportunities & Overview
June 2011

2. Overview
• Digital Media Model
– Paid Media
– Social Media
– Owned Media
• Digital Trends
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3. The Digital Media Model – Not “New Media”
Earned media
“the result”
Owned
media Paid media
“the portable “the catalyst”
brand”
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4. Digital Media Model
PAID MEDIA
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5. Generic Online Ad Spending
Search
Portals
Top Publishers
Specialty
Websites
Networks
Social Media,
Widgets, Mobile,
Virtual Worlds
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6. Pricing
High
Branding Quality
CPM – cost per thousand impressions
– 100,000 impressions @ $10 CPM = $1,000
CPC – cost per click
– 200 clicks @ $5 CPC = $1,000
CPL – cost per lead
– 25 leads @ $40 CPL = $1,000
CPA – cost per acquisition
Direct Low
– 10 sales @ $100 CPA = $1,000 Quality
Response
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7. Paid Search
• Ads that appear
contextually via search
queries on the main
search engines
• Pay per click (PPC) –
historically efficient use
of media dollars
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8. Text Display
• Contextual Facebook /
YouTube text ads /
LinkedIn
• Contextual mobile app
ads
• Best-performing non-
”paid
search” media
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9. Display Media
• Static and rich-media banner ads
• Direct Response + Branding
• Banners work best within the context of a
display + paid search campaign
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10. Online Video
• Video Pre-Roll yields a
significant CTR
– Editing of pre-existing video
content
– Animation using display
display assets
• :15 and :30 spots can run in
front of YouTube, Hulu and
other video heavy sites (i.e.
CNN.com, ABC.com, etc.)
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11. Offline Digital
• Digital Out-of-Home
– Display creative (banners)
would be leveraged across
DOOH platforms
• Digital Billboards
• Digital Display
– Coffee shops, supermarket
check-outs, gas stations
• In-store Video Advertising
– In-Store, Closed-Circuit
Television (Walmart TV,
Home Depot)
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12. Email Drops
• Publisher Email Drops
• Email re-contact for up-selling program
benefits (re-targeting)
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13. Offline/Online Integration
• Incorporate interactive into traditional “offline”
media
– Integrate “Text for more info” call to action
• Radio
– Traffic updates
– Events
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14. Digital Media Model
EARNED MEDIA
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15. Social Media
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16. Social Media
• Social media will
further integrate with
multiple types of
organizations:
– Increased customer
service
– Tightly target
audiences based on
social media activity
– Help users interact
more with the brand
and its offerings
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17. Online Influencer Outreach
• Reach out to influential individuals who are more likely to write / talk
about brands
• Online – Influential bloggers / twitters / podcasters
• Offline/Online – Posters sent to offline influencers with online
interactive (text for more info)
– Free clinics, churches, employment agencies, green organizations, etc.
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18. Search Engine Optimization
• Improving the volume and quality of traffic to a Web
site from search engines via "organic" search results
for targeted keywords
• The higher a Web site ranks, the greater the chance
that it will be visited by users
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19. Digital Media Model
OWNED MEDIA
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20. Websites
• Principal home of brand messaging
– The Website is the principal piece of customer
interaction architecture
• As important as physical architecture
– Users will quickly assess their opinions of
brands based upon their interaction with the
Website
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21. Social Media (again)
• Large number of users &
pageviews
• Lots of information about
users
• Customizable pages - apps
• Privacy concerns
• Drive users between social
media pages and multiple
online properties
• Further extend the brand’s
look and feel
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22. Mobile
• SMS
• MMS
• Screensavers
• Ringbacks
• RFID
• Location-based services
• Geocaching
• iPhones, Androids and
Tablets (oh my)
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23. Interactive Tools
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24. Metrics – New & Improved
• What matters most?
– Interaction or Engagement?
– Engagement or Enchantment?
– Enchantment or Enjoyment?
– Interaction with customers
• Beyond the click
– New metrics allow us to ore accurately and
thoroughly how customers are interacting with
ads and social media through advanced tools.
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25. Digital Overview
DIGITAL TRENDS
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26. Futurecast
• Technological leaps occur at increasingly smaller
intervals .
– Moore’s Law predicts that technology “doubles”
every 18-24 months.
• This exponential doubling will drive emerging
technologies forward until at least 2015
(and possibly beyond).
• Customers’ experiences with utilities will carry
across multiple channels as users continue to
interact among themselves in shaping a utility’s
image and reputation.
• Utilities will find themselves blindsided by the
technological advances as policy requirements
mandate increased monitoring of and interaction
with energy use.
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27. Tablets
• Top 10 tablets for 2011:
– #1: iPad remains on top. The
factors that keep it on top include
it’s usability, battery life, massive
catalog of apps, and the price.
– #2—HP TouchPad
– #3—The Amazon Tablet
– #? – Motorola Xoom
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28. Cloud Computing
• Cloud computing is an increasingly broad
topic that encompasses everything from:
– Google Apps to data center services
– virtualization to software
– infrastructure- and platform-as-a service.
• Nevertheless, cloud adoption remains in
the single digits amid security concerns.
• Key players include:
– IBM, HP, Google, Microsoft, Amazon Web
Services, Salesforce.com, NetSuite,
VMware as well as dozens of others.
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29. Popular Apps
• Popular Apps
– Foursquare and other
Location-based services
(LBS)
– Dropbox—upload photos &
video in bulk, import files from
Mail, Word and other apps, and
chose folders to save them to.
– Angry Birds/Tiny Wings—
game with different levels,
objective is to get rid of pigs by
shooting different birds at them.
– Fahrenheit—Weather and
Temperature on your Home
Screen. displays the current
temperature as an icon badge.
– Words with Friends
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30. RFIDs
• RFID technology will allow people to use
their mobile phones to quickly pay for
small transactions by swiping their phone
near a payment base
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31. New Realities
• Smartphone omnipresence
• End of mass reach vehicles
• Marketing = content
• Death of “digital” – digital is everywhere
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32. Constant Change = New
Opportunities
• User preference for online video
• Data visualization
• Interactive TV
• Tablets changing user behavior
• New ad units
• Constant Facebook changes
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