1. Digital Communication
Topic 7: Digital Advertising
Dr Charlotte Carey

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

3. 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

4. Considerations?

5. Seilheimer (2013)

7. Seilheimer (2013)

8. IAB Ecosystem

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

10. 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)

11. 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.

14. 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

15. Are privacy and real time behavioural advertising reconcilable?

16. 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

17. 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 year-olds (84%) were willing, suggesting that concerns over privacy may be transitory.
Source Admap: March 2011

18. 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

19. 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

20. The new challenge for marketers – second screen viewing

24. 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.

25. And finally what is digital doing to outdoor?

26. Technology driven solutions
iBMW display
JC Deceux
Ford Augmented Reality Outdoor

27. Integrating your media
Omni Channel Marketing

28. Mapping the Journey

29. 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

30. 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.

31. 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

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