Trends in Digital AdvertisingAugust 22, 2014

Josh HopkinsDigital Marketing ManagerUS Life Science

josh.hopkins@roche.com

Marketing Media Channels - [POEM]

EarnedMEDIA

OwnedPROPERTIES

PaidMEDIA

Organic• Mentions• Reviews• Shares• WOM• Viral

Advertising• PPC• Display

Ads• Retargeti

ng• Social Ads

Assets• Website• Email• Social

Media• Content

Display Banner Ads are Dead †

DEAD.Leaderboard Ad(728px × 90px)

ADVERTISEMENT

YUP, DEAD.Full Banner Ad(468px × 60px)

ADVERTISEMENT

ALL DEAD.

Vertical Ad(120px × 240px)

ADVERTISEMENT

STILL DEAD.Mobile Banner Ad

(300px × 50px)

ADVERTISEMENT

† DISCLAIMER: ALMOST DEAD

Display Banner Ads are Dead †

DEAD.Leaderboard Ad(728px × 90px)

ADVERTISEMENT

YUP, DEAD.Full Banner Ad(468px × 60px)

ADVERTISEMENT

ALL DEAD.

Vertical Ad(120px × 240px)

ADVERTISEMENT

STILL DEAD.Mobile Banner Ad

(300px × 50px)

ADVERTISEMENT

† DISCLAIMER: ALMOST DEAD

Three problems with Display Ads

1.They can’t be shared.

2.Our eyes are trained to avoid them.

3.The model is outdated and broken.

More likely to be…

0.03%ODDS OF BEING STRUCK LIGHTNING

0.04%2014 INDUSTRY STANDARD 468X60 BANNER AD CTR

Are your ads looking more like magazine spreads yet?

“

The original Mad Man.

You don’t need todesign ads that looklike editorial content.Great content is your ad.

“Richard Edelman,President & CEO

Marketing Media Channels Converge

EarnedMEDIA

OwnedPROPERTIES

PaidMEDIA

Organic• Mentions• Reviews• Shares• WOM• Viral

Advertising• PPC• Display

Ads• Retargeti

ng• Social Ads

Assets• Website• Email• Social

Media• Content

Converged

MEDIA

Brand as a Publisher

The velocity of leads from content is faster than any other lead we get,” Dave said. “The majority of new contacts in our marketing database come through our content marketing lead machine. People who never knew that Dell does anything but sell end up with our content, and all of sudden realize we have all of these other products and services. Our thinking is the faster we run this engine, the more leads we will get.

Rishi DaveDirector of Digital Marketing, Dell

“

Behold, the Future of Advertising

Native Advertising

• Promote sponsored contextual content.

• Sponsored content ads within LinkedIn.

Behold, the Future of Advertising

Considerations:

• Shift ad budget to content promotion through available channels.

• Leverage Paid Search campaigns.

• Challenge publishers and others to supporta native content advertising model.

Doing now what patients need next

Josh HopkinsDigital Marketing Manager

US Life Science

josh.hopkins@roche.com