Digital Communication Topic 7: Digital Advertising Dr Charlotte Carey

Learning Outcomes Digital Communication Campaigns Assess the emerging digital media options for Brands Evaluate the criteria of effective digital advertising

Digital Advertising IAB Data 2015 Total digital ad spend grew 13.4% in first half of 2015 Display advertising revenues grew at more than twice the overall digital rate  Adspend on mobile increased 51% to £1.08 billion Digital Advertising Landscape  

Considerations?

Seilheimer (2013)

Seilheimer (2013)

IAB Ecosystem

Targeting Inventory targeting Sites with specific content Sites with specific demographics User targeting Retargeting Dayparting Behaviourial Geographic

Retargeting 2% conversion rate first visit (Mashable 2012) Retargeting resulted in 17% uplift in brand trust and 24% uplift in purchase intent. It also showed 15% uplift in the positive perception of relevant advertising. (Nielsen 2012)

Programmatic Buying Online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. Includes RTB and non-RTB methods and buy types (e.g. Facebook Google). Implies the use of multi-sourced data signals to inform targeting and optimization decisions. Growing due to inherent efficiency (both workflow and performance). The majority of inventory available via programmatic is non- guaranteed, auction traded during the ad call although we expect to see more guaranteed reserved 'premium' inventory available in the future.

New way to target – Programmatic Marketing At a basic level real time bidding for a space Past behaviour to drive future campaigns Frequency capping – tracking touchpoints Creative optimimisation Efficiency – less wastage Less about space at lowest costs more about right context

Are privacy and real time behavioural advertising reconcilable?

Behavioural Targeting  65% of consumers believe targeted advertising is an abuse of privacy 64% of consumers think advertising tailored to their individual tastes and interests is a good idea. Balance of benefits and transparency Source Admap: March 2011

Consumer attitudes 75% of over-55s believe targeted advertising is an invasion of privacy, 41% of the over-55s would exchange their privacy for incentives, twice as many 16-24-year-olds (84%) were willing, suggesting that concerns over privacy may be transitory. Source Admap: March 2011

Mobile Advertising Benefits Mobile is scalable Mobile is everywhere Mobile is engaging Mobile is personal Challenges Creativity Noisy Showrooming Experience rather than advertising led MacDonalds Near Field Communication

What type of mobile advertising do smartphone users receive What type of mobile advertising do smartphone users receive? February 2013 Source: Nielsen, The Mobile Consumer: A Global Snapshot, February 2013

The new challenge for marketers – second screen viewing

Implications Advertising creates emotional associations that spring to mind as intuitive feelings when we are faced with making a decision. With multi-screening, these processes may be even more important because, when ads are given only short bursts of attention, it is more likely that these emotional associations will be retained in the memory.

And finally what is digital doing to outdoor?

Technology driven solutions iBMW display JC Deceux Ford Augmented Reality Outdoor

Integrating your media Omni Channel Marketing

Mapping the Journey

Imagine that you are the Brand Manager for Sprinkles Cupcake Vending Machines. Map a multi-channel digital media campaign to improve trial of the machines when they launch in the UK in December 2015

Convergence Henry Jenkins introduced Convergence Culture in 2006 Jenkins argues that media will be everywhere and that it does not exist in one form. A medium’s content may shift, its audience may change and its social status may rise or fall, but once a medium establishes itself it continues to be part of the media ecosystem – it evolves Jenkins describes convergence culture as a collision between old and new media. This collision has an effect not only on the consumer but the media producer as well.

Trends to consider Multiscreen and integrated marketing programs Data led efficient programmatic media strategies. Addressable, interactive and connected campaigns across whole journey Expansive strategies using outdoor, digitally place-based media and real-time marketing. Omnichannel retailing

NFC Video Virtual Reality Paying to go ad free iBeacon Ad blockers Connected TV Voice Virtual Reality