Bridging Traditional and Digital Advertising
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Transcript of Bridging Traditional and Digital Advertising
![Page 1: Bridging Traditional and Digital Advertising](https://reader035.fdocuments.us/reader035/viewer/2022062503/58aeb7fe1a28ab00708b5f1b/html5/thumbnails/1.jpg)
THE RECENT EVOLUTION OF ADVERTISING
J.G. WolfeMay 17, 2016
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Evolution of Advertising: Overview
What we will cover:
‘Traditional’ Advertising Methods
Digital Advertising Methods
Trends to Watch
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‘TRADITIONAL’ FORMS OF ADVERTISING
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THE BIG FOUR
RADIOOUTDOOR
TELEVISION
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TELEVISION
Cable Can targeted geographically & specific programmingDoes not reach broadcast network channels
Broadcast Larger audience, broad viewer reach Typically slightly higher cost
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RADIO
Reach and frequency mediumTargeted based on station format and listenership
demographics
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Good for image-building and message recallTypically older demographic, esp. newspaper
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OUTDOOR
Geographically-specific mass medium Good for brand, reminder or directional messaging
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DIGITAL ADVERTISING CHANNELS
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DIFFERENCES IN DIGITAL ADVERTISING
More targeted than traditional Lower production costs More reporting about user interaction High level of competition; potentially less
attention-getting
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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
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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
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ONLINE SEARCH ADS
Appear in the top or sidebar of search results pagesKeyword associationPay per click
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EMAIL MARKETING
Mass messaging managed via Email Service Providers (ESPs)
Must abide by CAN-SPAM lawsSend to those expecting, don’t
purchase listsProvide an opt-out Detailed activity reporting and
benchmarking provided
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VIDEO ADS
Most common channel is YouTubeTwo main types: Pre-roll video and graphic/text
overlay adsPay per click
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SOCIAL MEDIA ADVERTISING
FacebookCan target by geography, demographics, keywords
& interests – also FB users whose email you have Two kinds: ‘sponsored’ sidebar ads and post ads Pay per click
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SOCIAL MEDIA ADVERTISING
TwitterCan target by geography, demographics, keywords
& interests – also by users similar to yours Take the format of ‘promoted’ tweets Pay per click
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TRENDS TO WATCH
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Spend By Channel Over Time
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Mobile Device Use
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Mobile Device Use
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Video Engagement
By 2018 69% of all internet traffic will be video Every minute, 48 hours of video are being uploaded
to YouTubeVideo ads have highest click through rate of all
digital channels
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CONCLUSIONS
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IMPRESSIONS OF TRADITIONAL AD AGENCY
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IMPRESSIONS OF DIGITAL AD AGENCY
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WHAT A REAL AD AGENCY LOOKS LIKE
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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 effectivenessSelecting the right advertising channels
depends strictly on business objectives and audience definition