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Digital advertising trends

Date post: 01-Jul-2015
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Overview of the changing landscape and major trends impacting online advertising, including Case Studies examples to bring to life some of the exciting new opportunities.
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© 2014 Zuni | All Rights Reserved | Confidential © 2014 Zuni | All Rights Reserved | Confidential Digital Advertising Trends DIG Festival 2014 Ian Farmer Strategic Planner
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Page 1: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Digital Advertising Trends

DIG Festival 2014

Ian Farmer Strategic Planner

Page 2: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Landscape

Trends

Takeaways

Page 3: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Page 4: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Up 3 %

Down 2 %

Down 1 %

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Page 8: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Page 9: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Landscape

Trends

Takeaways

Page 13: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Trend 1.

More Complex Customer Journey & touchpoints

Page 14: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Emerging Social channels

International Women’s Day .. Tinder users encouraged to update update their TINDER image to one of the Amensty “Make the Choice” campaign ones

International Women’s Dayhttp://makethechoice.com.au

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© 2014 Zuni | All Rights Reserved | Confidential

SNAPCHAT : Don't let this be my #LastSelfie

Inspired by the disappearing nature of content on Snapchat, this creative campaign from the WWF in Denmark, raised awareness of animals in danger of extinction.

Page 16: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Trend 2. Mobile – integration not isolation

Page 17: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

TREND 3. Convergence of TV and Video

Catch up TVBack channels for feedback

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Digital video offers increased level of targeting

Page 19: Digital advertising trends

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TREND 4. Disruption to Content Exchange

Page 20: Digital advertising trends

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Recommendation & discovery platforms

Where are your customers seeking

recommendations for your products /

services?

Audit your presence to identify opportunities

Page 21: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Content or

Ads?

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

New Advertising content formats

Ads on the right side of the last slide were all ads for Outbrain

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

TREND 5. Brands becoming publishers

Who would have thought that a biscuit could curate a unique

view of the world?

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Brands facilitating advice

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Cool technology to capture content & engage

The #NZDronie campaign captured video footage of skiers from the air and allowed them to share the videos with their friends

Page 26: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

TREND 6. Re-targeting & Real time bidding

Focus on Customer (& their life time value) rather than transactions Integrate and leverage disparate data sources

Page 27: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Real time bidding

• Display Media Bid per impression / click

• Allows buyers to find the optimal price for an ad

to specific person in specific place at a specific

time

5 TIPS for Success

• Intergrate analytics learnings

• Understand & Link bids to customer

journeys (esp purchase cycle)

• Fresh – keep ads relevant & fresh

content

• Test & Learn

• Integrate with Segmentation strategies

Page 28: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Real Time Ad Creation

Nike & Google created this innovative #ArtCopyCode campaign to

dynamically show pictures from games 10 seconds after the moment –

allowing fans to engage and remix the ads

Page 29: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Trend 7. Smart alerts

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Smart alerts

IF• Surf over 3 foot• My location within 10 km• No calendar appointments

Then• Wake me up with an SMS / Alarm• Not until 30 mins before Sunrise• And allowing for the tide times• Put an appointment in my diary• Alert these mates

Brought to you by ?????

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Insurance alerts

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Tracking dangers to trigger digital alerts

Optus hoping to demonstrate innovation as well as social

responsibility with their share alert “Clever Buoy” campaign

Page 33: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Dynamic digital display leveraging Data

British Airways #LookUp billboards in Piccadily Circus dynamically triggered the talent looking up and mentioning the plane, destination and flight number of BA flights

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Weather activated Ads

These ads were designed to only display when it’s raining, perfect for the HK Moonsoon season, especically when they are advertising escapes to the Phillipines

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

TREND 9. Beacons & Near Field communications

iBeacons and NFC are enabling personalised engagement, like this example from the Antwerp Museum.

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Shopper identification

Page 37: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Trend 10. Connected things

Will deliver an unprecedented opportunity for engagement

Page 38: Digital advertising trends

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Connected Car

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Connected Self “Quantified Self”

Technologies like TicTrac are providing tools

to visualise data from multiple tracking

gadgets

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Connected Home

Data is being used to save money on energy bills, which is perhaps why Google bought Nest

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Landscape

Trends

Takeaways

Page 42: Digital advertising trends

© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

New ways to “Know Thy Customer” Emotion sensing

Tracking emotion and then dynamically responding with content is justgetting started, see this example from Emotient

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Track, Measure and Learn

Where possible, include measurable calls to action, even in non digital media

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© 2014 Zuni | All Rights Reserved | Confidential© 2014 Zuni | All Rights Reserved | Confidential

Conclusion – Key Takeways

• Hugely exciting time for digital media

• Great opportunities for

Personalisation, targeting and

feedback

• Know thy Customer Customer

Segmentation going to deliver

competitive advantage

• Look for Customer-Centric

Partnerships

• Establish metrics linked to business

objectives

• Test & Learn : Experiment often and

refine strategies

[email protected]: @ifarmerLinked In Linked In


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