Strategy and Scale Advocating Effectively Across the Web

Slides:



Advertisements
Similar presentations
Multichannel Personalization At Scale: Building Incremental Value With #dunnhumby.
Advertisements

Inbound Statistics Slides Attract. 1 Blogging There are 31% more bloggers today than there were three years ago 46% of people read blogs more than once.
The Google Display Network. Why Display Matters.
Proprietary and Confidential Digital Marketing for Local Businesses & Brands MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Bob Bradley – VP Sales.
Measurement Awareness Evaluation Engagement Conversion Loyalty
Drive brand awareness. YouTube Promoted Videos YouTube Promoted Videos. Leveraging Your Video Assets.
Why Display matters. The Google Display Network The Google Display Network. Why Display Matters.
Heartland Renewable Energy Digital Marketing Proposal More than a newspaper. Reaching your potential customers more consistently and effectively.
Display & Remarketing What You Need to Know. PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2013 BE FOUND ONLINE, LLC 2 WHAT IS DISPLAY?
Google Confidential and Proprietary 1 Seven Reasons Why You Should Consider Google Content Network Best Value For Effective Brand Advertising.
2012. HERE IS THE THING…  Over 20% Of Your Market Doesn’t Subscribe To Cable…  That Means Your Advertising Campaign Is Only 80% Effective!  Television.
Agenda A brief introduction to COI –The work of COI Digital Media Industry update Consumers – changing / evolving Briefing / planning / integrating digital.
HOW TO DOMINATE TWITTER Communicating with 140 Characters..
2012. Overview  - Intro  - Why Video Advertising?  - All the Big Brands are doing it (logos, screenshots)  - How it works? (Video ads, google/youtube,
Google Display Network. Targeting options.
The Google Display Network. Why Display Matters..
MEDIA IN ADVERTISING - DIGITAL MEDIA - Topic 8 Introduction to Advertising.
© 2012 AT&T Intellectual Property. All rights reserved. Proprietary Information of AT&T Mobile Audience Network AT&T AdWorks Mobile Prepared for: Ansible,
Digital Marketing Strategy by BCP Design. Digital Marketing Strategies In a digital age, where most users have computers and mobile devices, accessing.
Agenda 1 What is Digital Marketing? 2 Why People Are Going Online? 4 What Does Digital Marketing Consists of? 7 Digital Marketing Measurement 3 Benefits.
What is Digital Marketing?
The following Pitch Deck aims to help you sell Facebook Paid Ads to your clients. REMINDER: Get statistics and talking points on Facebook Paid Ads to.
Online Marketing Services for Industrial Companies
Direct and Online Marketing: Building Direct Customer Relationships
Use Content Marketing to Grow Your Business
Media Growth Summit, April 6, 2017
Assessing the Impact of Branded Content Across the Web
Chapter 7 E-commerce Marketing Communications. Chapter 7 E-commerce Marketing Communications.
بازاریابی دیجیتال در یک نگاه
Digital. Digital Digital landscape trends MOBILE SOCIAL VIDEO DATA STACKS Mobile is the fastest growing space for both travel searches and travel sales.
PROGRAMMATIC AUDIENCE TARGETING
INTRODUCTION CNA Recap:
WHY the world stopped clicking…
Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher
YOUTUBE TRUEVIEW BENEFITS OF YOUTUBE TRUEVIEW CAMPAIGNS
FEBRUARY 29, 2016 SOCIAL MEDIA: WHAT’S GOING ON OUT THERE?
BUSTING MAGAZINE MEDIA
BUSTING MAGAZINE MEDIA
Top Tips to Monitor & Manage Your Online Reputation Leveraging Social Media
Science Behind Cross-device Conversion Tracking
Digital Marketing Strategy
SNS College of Engineering
Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird CMO Wildfire, a division of Google.
A unique, photo and video sharing App with self-destructing photos and videos that live for 24hours before deleting forever.
AdWords Sitelinks. Increasing choice and relevancy in your Search ads.
Digital Marketing Overview
The Importance of Custom Audience Targeting
Digital Marketing Overview
5 Easy Tips to Grow Your Online Business SpencerKinney – Menomonie Website Design AgencyMenomonie Website Design Agency.
Overview The promotion of products or brands via Digital media Digital Media  Search Engine Marketing Search Engine Marketing  Social Media Marketing.
Training Deck – Native Advertising
BUSTING MAGAZINE MEDIA
Your Energy Campaign Update
PROGRAMMATIC AUDIENCE TARGETING
Social Media and Networking: What it is & why it’s important
Why listen to me? Sr. Digital Marketing Specialist for Fastline Media Group Social media is my world Fastline has seen a… 1,044% growth in Facebook audience.
DON’T READ MAGAZINES IN PRINT
Direct and Online Marketing: Building Direct Customer Relationships
Digital Marketing Offerings
Direct and Online Marketing: Building Direct Customer Relationships
SEMINAR FIVE: Mobile Advertising on Google – Plus the Power of Remarketing
THE POWER OF SOCIAL MEDIA UNLEASHING
E - Abhiyan.
Lead Generation Through Social Media
Why Digital Marketing Career Is Important? Presented By:- Abhinav Shashtri.
Presented By:- Abhinav Shashtri. Index SR.NOTitleSlide No 1Introduction: Video Marketing Would Be Supreme Method: Mobile Accessibility Would.
Presented By:- Abhinav Shashtri. Index SR.NOTitleSlide No 1Introduction: Build Awareness: Buildup Brand Image: Content Improves Website.
Using Instagram as a Marketing Tool
TARGET DISPLAY AUDIENCE
PowerPoint 6: Messages in the Media
Presentation transcript:

Strategy and Scale Advocating Effectively Across the Web April 29, 2016

The shifting media landscape

2011 TV TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER 4:34 3:40 1:34 :39 :26 :18 TV TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER Source: eMarketer 2015

2011 2015 TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER 5:38 4:34 4:15 3:40 1:34 1:27 :39 :26 :24 :18 :11 :10 TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER Source: eMarketer 2015

7X 2011 2015 M M D / L D / L O O TV RADIO NEWSPAPERS MAGAZINES DIGITAL 5:38 4:34 4:15 7X M 3:40 M 1:34 D / L D / L 1:27 :39 :26 :24 :18 :11 :10 O O TV Imagine what is was like 30 years ago? RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER Source: eMarketer 2015

Then... Few publishers Limited sources One-way convo Push messages out OK, now that everyone has stepped back into the 2006 frame of mind, let’s think through what the media landscape was like with no iPhones or Android….

Then... Now... Few publishers Limited sources One-way convo Push messages out Everyone's a publisher Infinite sources Social dialogue Pull people in Today things look much different...people have unlimited choices for their media and content. And as we all can attest, communicating in response to a crisis only magnifies the rules of engagement...

10 7 sources consulted by citizens to learn more about issues DC policy influentials when making decisions Source: 10.4 - Think With Google, “Zero Moment of Truth” Source: 6.8 - National Journal, “Washington in the Information Age,” 2015

Among those using the internet for more information... 57% identify Search as their #1 tool Source: Google Consumer Survey, December 2015, p: 200.

Search is the go-to source...

Search is the go-to source…”Merrick Garland”

1B+ Searches every day on Google.com

for energy related topics 40M+ monthly searches for energy related topics Source: Google Consumer Survey, December 2015, p: 200.

Top trending energy topics solar energy pros and cons +231% oil and gas news +201% hydraulic fracking +96% natural gas news +49% renewable resource +45% natural gas vs propane renewable energy sources +42% thermal energy +39% fossil fuel +36% is natural gas renewable +33% Source: Google Internal Data, Google.com Search US. Top growth energy queries, 2015 vs. 2014.

Top trending energy topics solar energy pros and cons +231% oil and gas news +201% hydraulic fracking +96% natural gas news +49% renewable resource +45% natural gas vs propane renewable energy sources +42% thermal energy +39% fossil fuel +36% is natural gas renewable +33% Source: Google Internal Data, Google.com Search US. Top growth energy queries, 2015 vs. 2014.

Sitelinks (nice job!)

Extend your reach against related content

Among those using the internet for more information... 29% identify Online News Sites as their #1 tool Source: Google Consumer Survey, December 2015, p: 200.

Contextual Display Targeting Run against web content specific to your issue Persuade audiences as they read about issues of importance to your organization The Atlantic Coast Pipeline will provide reliable energy. Learn more today.

Reach the right audience for advocacy

Behavior-based targeting Visits political blogs and websites Watches debate highlights on YouTube “Political Junkies” Reads the Washington Post politics section Downloaded Political News App on Play Store

Custom Audiences: Business Leaders www.ft.com www.bloomberg.com www.wsj.com +7 additional urls

Reach existing supporters “Customer Match” empowers you to reach current supporters across Google platforms

Extend reach with similar audiences Similar web behaviors as Supporters Supporters “Similar Audience Tool” builds an audience with similar web behaviors as current supporters

Tell your story through sight, sound and motion

Why online video? 110M Hours of political- and issue- related videos viewed on YouTube since April 2015 Source: YouTube Elections Trend Report, March 2016

35% 24% 14% 13% 13% Age breakdown of likely voters who use online video to learn about candidates and issues

35% 24% 1 in 4 are 45+ years old 14% 13% 13% Age breakdown of likely voters who use online video to learn about candidates and issues

The energy conversation is happening on YouTube. 113% YOY Growth 460M YouTube views on energy-related topics Source: Google Internal Data. All time global views for Energy & Utilities category. Growth = 2015 vs. 2014. Engery sub-vertical overall: +8% YoY Oil & Gas: +113% YoY Electricity: +10% YoY Renewable & Alternative Energy: +9% YoY Nuclear Energy: -43% YoY Waste Management: -2% YoY So that leads us to YouTube -- which is of course not only a video platform, but a social media/sharing platform.

Fastest growing energy topics on YouTube YoY growth % Mobile Climate change 37% 34% oil 23% 22% renewable 18% Natural gas 13% 20% Solar 4% 25% +13% YoY +37% YoY +18% YoY Natural Gas Climate Change Renewable Energy Source: Google Internal Data - Arcata March 2016

Target site visitors and YouTube video watchers across the web Display Remarketing Target site visitors and YouTube video watchers across the web Activate people who have engaged with your cause and content Stand up for reliable energy. Show your support for the Atlantic Coast Pipeline today.

“ ” Reason leads to conclusion. Feeling leads to action. Andrew Robertson, CEO, BBDO ”

What makes compelling content A memorable character The unexpected may be powerful Take the time for your story It doesn’t need to look like an ad Populist angle work best

Measurement and Insights

Full transparency within AdWords and YouTube Impressions Clicks Click-Through Rate Cost-Per-Click Conversions Keyword Performance Ad Performance Conversion-Rate Location Device Impressions Clicks Click-Through Rate Cost-Per-Click Conversions URL Performance Ad Performance Conversion-Rate Location Device Impressions Views View-Through Rate Watch Time Cost-Per-View Engagements Ad Performance Location Device

Measuring Sentiment Change: Brand Lift Survey Awareness - Recall - Consideration - Favorability - Intent

Deliver feedback to the client like: Age/Gender: Our campaign is driving the highest lift in recall among males 45-54 Frequency: People who saw the video four times had the highest lift in favorability Viewers vs Skippers: Our campaign is increasing awareness, even among those who skip Creative: The “jobs” video had higher recall than the “reliable energy” video Targeting: Our campaign generated a higher impact on those who are avid investors Geography: Virginia showed the strongest lift in brand awareness

Measuring Impact on Behavior: Search Lift Study Measure lift in organic search activity

Audience insights based on engaged users