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Onlinedisplayadver.singinsightsand.psforMarketers
LassiNummiCEO,NitroEstoniaTallinn30.09.2010
Background…
DigitalAgency
Founded2000
LargestdigitalagencyinFinlandInEstoniasince2008
InEstoniapartofBigIdeaGroup
Teamof10EE,100inFinland
Finnair,Nordea,Lemminkäinen,Nokia,SOK,Fiskars,Vaisala,Fazer,Loreal,MTV3,Volvo,BMW,Starman,Bigbank,Rimi,A‐lehdet,
Finnlog,Isku,Stockmann.…
LassiNummiCEO
NitroEstonia
DigitalmarkeTngexperience:
2001‐> Metropoliz.net
2004‐> Nokia
2006‐> NitroFinland
2008‐> NitroEstonia
Agenda
• StaTsTcs• CreaTveapproachwhenplanning(online)displayadverTsing
• Cases,examples
• Conclusionsanddiscussion
Stats
Europe:Recessionmeetsonline
–slowergrowth,butsTllgrowing
Estonia:‐24%
2008vs2009
(TNSEmor)
InUK‐onlineadverTsingbiggest.
Estonia:13%
Displayholds30%ofspendingoutofdigital.Searchrules.
HoweverascountriesintheIABEuropenetworkarealreadyreporTngarecoveryinonlinedisplayinthefirstquarterof2010itseemsthatthistrendwasonlytemporary.
Display–notes2008‐2010
• Outofonlineads,thecutbacksonmarke.ngbudgetshasaffectedtheDisplayadver.singmost
• SearchoutperformeddisplaylastyearasthepressuresoftheeconomiccondiTonsencouragedadverTserstofocusonachievingreturnoninvestmentthroughdirectresponseformatsattheexpenseofbrandadver.sing.
• HoweverascountriesintheIABEuropenetworkarealreadyreporTngarecoveryinonlinedisplayinthefirstquarterof2010itseemsthatthistrendwasonlytemporary.
• 2009–UKVideodisplayadver.singup140%
Trends2010
Displayadver.sing2010…2trends1.Branding/Strongdisplay/usageofvideo“PremiumadverTsing”
Displayadver.sing2010…2trends2.Usageofnetworks.TacTcal,moredirect,highfrequency,usingaffiliatemarkeTng..
Somestudiespointoutonlinebeingasaffec.veasTVonbranding…
Crea.vity
It’sbeenonly15years..…butlotsofthingshavechanged..
Oneofthembeingyouraudience….
6waystoapproachwhenthinkingdigitalcrea.ves…
1.Beinterac.ve
– Rewardtheuserforclicking
– InteracTvityincreasesbrandrecall63%morethannoninteracTveads(*)
*BarnumSulleyResearch2010
hjp://www.bannerblog.com.au/2010/08/sls_amg_pedal.php
2.Engagethecustomer
MakeusersfeeluniqueDon’tunderesTmatethevisitors
3.Makethecrea.vetofittheenvironment
• Takeadvantageofdifferenttargetgroups• DonotpushthesamecreaTvetoallplacements
• Thinkaboutsub‐segments
• Usesocialmedia
4.Beentertaining
U.lizevideopossibili.es!
5.Usegames
InwhatothermediacanyoucatchtheajenTonoftheconsumerforseveralminutesRemember–averageonlinegamerisnotateenager…
6.Helpyourcustomers…
• OfferusefulinformaTontoyourvisitor• Bringyourservicetothem,insteadofaskingthemtocometoyou.
• Remember–inonlinevisitorsaremostlycarryingoutsomething,andyouwanttointerferewiththeirtasks.
Examples:
1
2
3
4
56
7
89
10
11
hjp://www.matkavalp.fi/krisse/?url=l4uLj8XQ0IiIiNGRlouNkNGamg%3D%3D
Frombannertoreadymade1ststageofbooking…
Getinspired!
hjp://www.bannerblog.com.au/
Conclusions,howtostandout20101. Beentertaining
‐Ifpossible,usevideo2. BeInteracTve,challengeandengagethecustomer3. Don’tbeafraidtousespecialsoluTons4. UTlizeyourmediamix(challengeyouragency)
– Displayleadstosearch– Demandrealmetrics
5. UseseveralvariaTonsfordifferenttargetgroups,don’tbeafraidtochangecreaTveduringcampaign.
6. Remember–youdon’tneedtodoadverTsing–BriefforsoluTons,notforads
7. Challengeyouragency!Onlineisnotanewspaper.
Kiitos!