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Advertising Online - Get More Bang for your Buck

Grant Osborne
Grant Osborne

Presented at EMA Northern Fresh Breakfast, Auckland NZ on 10 June 2010. - Top 10 Tips to mapping out your online advertising schedule - Aligning your audience, call to action and conversion paths - Costs, benefits and improving ROI

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Advertising Online Get more Bang for your Buck
Consumers hate most advertising Only 5 % agree with advertising claims 50 % say brands dont live up to advertising promises 67 % complain there is too much advertising: Source: Forrester, The Future of Advertising Agencies 2009
Is advertising dead? http://www.youtube.com/watch?v=ciSrNc1v17M Source: Scholz & Friends Group (s-f.com)
No, advertising is not dead... ... But there has been a shift! Advertisers must start being honest and authentic Advertising must be less intrusive, interruptive - more subtle To win consumers attention, advertisers must connect with consumers in their day-to-day lives Advertisers must listen to customers, create and deliver new (meaningful) experiences and value-rich conversations on or off our corporate domain.
Word-of-mouth often under-valued A consumer mentions specific brands over 90 times per week 90% of consumers online trust recommendations from people they know 70% trust opinions of unknown users. 67% of shoppers spend more online after recommendations from online community of friends Consumer recommendations are among the most credible advertising Facebook, blogs, Twitter and customer reviews are considered the most effective tactics for mobilizing consumers to talk up products online. Source: Bazaarvoice, 2010
More Bang? Approach Holistically Find Owned Paid Interactive Media Media Social Mobile Share Convert Earned Media
#1 Think customer, first
#2 Think objectives, metrics, measurement
#2 ...Know your metrics
#3 Pursue performance, results & ROI
#4 Use placements that reach your audience
#5 Push or Pull? Push OR Pull?
#5 Push or Pull?
#6 Use creative that performs CTR 0.05% 0.12% 0.16%
#6 Use creative that performs CR/imp 3.42% 13.94% 16.41% Thats 4.8 X more results that the original
#7 Think conversion Visitors Traffic Quality Site & Content Offer Quality Conversion Path Conversions
#8 The 80/20 rule is flipping OLD: Spend 80 percent of your budget on media OLD: Spend 20 percent on creative A move from larger, general-interest audiences to smaller, special-interest audiences. From Paid media to a combination of Paid, Owned & Earned. From place and leave to optimise for performance. NEW: Spend 80 percent on strategy & creative? NEW: Spend 20 percent of your budget on media?
#9 Be flexible test, optimise, refine Source: First Rate, Traditional vs. Performance Placement - Real World Example
The best banner on the Web? Targeting + Relevance = Value
#10 Just try stuff.
Do something worth remembering - Elvis Presley
Be Found, Be Engaged, Be Shared Grant Osborne Director of Strategy & Performance Email: grant@firstrate.co.nz LinkedIn: www.linkedin.com/in/gosborne Twitter: @gdosborne

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Advertising Online - Get More Bang for your Buck

  • 1. Advertising Online Get more Bang for your Buck
  • 2. Consumers hate most advertising Only 5 % agree with advertising claims 50 % say brands dont live up to advertising promises 67 % complain there is too much advertising: Source: Forrester, The Future of Advertising Agencies 2009
  • 3. Is advertising dead? http://www.youtube.com/watch?v=ciSrNc1v17M Source: Scholz & Friends Group (s-f.com)
  • 4. No, advertising is not dead... ... But there has been a shift! Advertisers must start being honest and authentic Advertising must be less intrusive, interruptive - more subtle To win consumers attention, advertisers must connect with consumers in their day-to-day lives Advertisers must listen to customers, create and deliver new (meaningful) experiences and value-rich conversations on or off our corporate domain.
  • 5. Word-of-mouth often under-valued A consumer mentions specific brands over 90 times per week 90% of consumers online trust recommendations from people they know 70% trust opinions of unknown users. 67% of shoppers spend more online after recommendations from online community of friends Consumer recommendations are among the most credible advertising Facebook, blogs, Twitter and customer reviews are considered the most effective tactics for mobilizing consumers to talk up products online. Source: Bazaarvoice, 2010
  • 6. More Bang? Approach Holistically Find Owned Paid Interactive Media Media Social Mobile Share Convert Earned Media
  • 8. #2 Think objectives, metrics, measurement
  • 9. #2 ...Know your metrics
  • 10. #3 Pursue performance, results & ROI
  • 11. #4 Use placements that reach your audience
  • 12. #5 Push or Pull? Push OR Pull?
  • 13. #5 Push or Pull?
  • 14. #6 Use creative that performs CTR 0.05% 0.12% 0.16%
  • 15. #6 Use creative that performs CR/imp 3.42% 13.94% 16.41% Thats 4.8 X more results that the original
  • 16. #7 Think conversion Visitors Traffic Quality Site & Content Offer Quality Conversion Path Conversions
  • 17. #8 The 80/20 rule is flipping OLD: Spend 80 percent of your budget on media OLD: Spend 20 percent on creative A move from larger, general-interest audiences to smaller, special-interest audiences. From Paid media to a combination of Paid, Owned & Earned. From place and leave to optimise for performance. NEW: Spend 80 percent on strategy & creative? NEW: Spend 20 percent of your budget on media?
  • 18. #9 Be flexible test, optimise, refine Source: First Rate, Traditional vs. Performance Placement - Real World Example
  • 19. The best banner on the Web? Targeting + Relevance = Value
  • 20. #10 Just try stuff.
  • 21. Do something worth remembering - Elvis Presley
  • 22. Be Found, Be Engaged, Be Shared Grant Osborne Director of Strategy & Performance Email: grant@firstrate.co.nz LinkedIn: www.linkedin.com/in/gosborne Twitter: @gdosborne
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