Digital Advertising Media - AGQ

5.
- Digital Advertising Media

Conventional/digital media evolution
Digital Advertising – Year 2017 / 2018

Communication and Advertising Department
Major landmarks in Digital Advertising
 10/27/1994 (USA): First banner in history.
Click rate of 78%

 1995-UK: first banner in Europe

 1996-Spain: first banner

 1996- first banner with interactive functions
Ping-Pong in which users could play against the computer

 1996- IAB introduced in the US
 1996- pay per click appears

 1997- First banners with video but, in needing extra

bandwidth, download time tresspassed on users
patience.

 July 1998 (Spain): first banner with sound.
Campaign objetives:
Awareness and traffic redirected to the Paginas Amarillas Online

Service
 1998 (USA): senator Barbara Boxer used in an electoral

campaign Internet for the first time .
Her team inserted banners in the three major online Californian media to
promote her website. She spent around € 900 and in one month she
increased web visits up to 20% and got 100 volunteers.
 2000: The ‘technological bubble’ bursted
Dotcom companies crisis: firms weren’t making profits despite the fact that
they obtained huge sums of capital from investors before

 2000: Google introduced Google Adwords which

entailed an alternative to banners
Sponsored space service by contextual advertising (‘key words’

and pay per click within the searcher).
 2001: Rich Media begun to be common
Advanced formats that use flash or video streaming technology.

Rich Media Advertisement
Technologies that allows us to advertise in

a much more attractive way, as well as get
to know important information about users
behaviour when being in front of an ad.
How much time did they spend on it?

When do they switch from our website to another?
Which parts of the video interested them?
Did they rewind it?
Did they activate sound? etc.
2002
2004
2007
2005

 November 2008 (US): Obama won election in the

aftermath of using Internet as part of his electoral
marketing strategy.

 2012: ‘Red Bull Stratos’. More than 8 m. people

followed the Felix Baumgartner 39,000 meters’ jump
live on YouTube.

Information and credibility

Devices Ads
Internet types types
Display
Fix / PC/
Search
Desktop
Native
Digital
Advertising
Mobile PC
Digital Digital
signposting outdoor

Media Prisa
groups Hearts…
Marcomms Independent
Cybermedia media
Digital JC-Decaux
outdoor Cemusa…
Google
Search
Yahoo! Bing
Terra
Media Horizontal
MSN…
Websites
Idealista
Vertical
Travelocity
Facebook
Social
MEDIA Linkedin
Blogs
Exclusive Adcomon
nets Hi-media…
Commercials
Affiliate Zanox
Network Ads-Market…

Cybermedia
Diigital Advertising Media

Search
INTERNET Websites
TV Social
Newspapers Blogs
Ad Magazines
media
Radio
Outdoor
Cinema

Types of Digital Advertising Media
Ad Nets
Major
Small media
media
Blogs,
Cybermedia Websites Search Social Forums,
RSS*
Horizontal
*RSS = acronym used to describe the
de facto standard for the syndication
of Web content.
RSS 2.0 = Really Simple Syndication
Vertical

Digital Market Defragmentation

Media Advertisement Investment Evolution

Desktop & Mobile
Investment Distribution by Device

IAB. Estudio de inversión digital. España, 2014

IAB. Estudio de inversión digital. España, 2014

Advertising media analysis
Exterior

Social nets usage comparative

Social nets usage comparative
Awareness
Appreciation
Action
Advocacy

Ads in Facebook

Ads in Facebook
• These are all types of ads in Facebook, available to 2017 and

even those that are being composed using “Promote Post”
or “Promote Page”. Facebook has classified these ads by
goals.

Ads in Facebook

1. Newsfeed Ads on Facebook: Can be
located in the timeline or news
section with a clear mark on the upper
left corner.
2. They are been placed in that section in
order to help the user find them when
newsfeed and, in accordance to that,
planification must take it into account.
They are being well segmented and
provide an excellent ad content, getting
more “likes”, more comments and being
shared more times.

2. NewFeed Ads on mobile devices

3. Right side bar ads: we are more
used to see them in that part of
the page since it’s where Google
first place them. Facebook
recently enlarged them to get better
performance and also looking
better.

4. Logout or Login Ads: More expensive tan the
previous ones but they generate better impact in ROI
(Return on Investment) compared to conventional
advertisements. Unfortunately only available for
key/major accounts/advertisers.

Usually low CTR reached by right side bar ads in Facebook. Not recommendable
for being used for greater campaigns. Nonetheless, that does not mean this is not a
good space, but it has been designed for other purposes such as showing ad for
a specific product/brand or offers. Also, Facebook has paid more attention to it and
has given more space in recent years.

Ads in Facebook
• All Facebook Ads need to include an image.

• If your pic is bigger or smaller than specified dimensions, size will
change authomatically.
• Animated/moving or Flash images are not allowed.
• In placing an image within your Ad, you’ll see an icon in the lower
right corner that allows you to know if the pic has the appropriate size.
• There exists a very useful Facebook tool called text overlay tool that
allows you to determine how much text is in your ad:
www.facebook.com/ads/tools/text_overlay
• This is important since those ads in excess of 20% of text will not be
approved by Facebook. This is because excessive text is being
considered as spam. In that respect, it’s suggested to be aware of the
amount of text in the case of photo caption, although it may sound
absurd, that could one of the reasons why your ad is being rejected.
Ads in Twitter
App Card
Brands that have a mobile application
will use this type of ad to drive app
installs.

Ads in Twitter
Lead Generation Card

Businesses that want to collect
highly qualified leads on Twitter
will use this type of ad to capture
email addresses to grow their
database.

Ads in Twitter
Photo Card
Clicking on the image will take the
user to your website, as opposed to
the organic tweet which expands the
image to a full-screen version of
your tweet.

Ads in Twitter
Gallery Card
Allows your brand to showcase a
variety of products or images
from your website to give them a
preview of what they will find
when they click through.

Ads in Twitter
Website Card
Businesses trying to increase
web traffic will use this type
of ad to send users to any
website or landing page they
desire.

Ads in Twitter
Player Card
A place for music, video, or GIFs you want to
share as part of your marketing campaign. This
Follow is one of the most effective cards which
NBA
encourages users to watch, listen and click-
✔@NBA through to your content.
Carmelo with the SMOOTH
jumper! @NYKnicks / @Pacers
#NBARapidReplay on ESPN
1:19 AM - 20 Mar 2014
•
• 169169 Retweets
• 204204 likes

Ads in Twitter
Summary Card
Usually come up in a
search when the user has
only included a link in
addition to their text –
almost like a “default”
tweet.

Ads in Twitter
Product Card
Let you show off your
products with space for an
image, description, product
details, and price or stock
availability.

Ads in Twitter
Conversational Card
By clicking on the button, a pre-
populated message designed by your
brand will pop up for the user to tweet.

Mobile ads
AMUSEMENT
60.4% also use

Whilst Mobile
watchingTV With just a
33.3% also use PC single screen we
cannot catch full
target attention.
Whilst using
PC 45.8% also use
Mobile

Everythings leads on to mobile

5 screens paradox

5 screens paradox

5 screens paradox

Internet consumption different devices
60%
50% 51%
40% 39%
38%
33% PC
30% 31%
Movil
Tablet
20%
14%
10%
0%
08-10hs 10-14hs 14-17hs 17-21hs 21-00hs 00-03hs

Consumption from different devices

Best and worst time for social nets

Mobile and Tablet comparative

Using mobile for:

More popular sites connecting via mobile
Search engine websites 77%
Social networking websites 65%
Retail websites 46%
Video sharing websites 43%
General consumer websites 38%
Brand or manufacturer websites 26%
Review websites, blogs, or msg boards 25%
Health information websites 24%
Finance-related websites 24%
Travel-related websites 23%
Coupon websites 18%
Full length TV programming websites 17%
Magazine websites 15%
Other websites 14%

Mobile Ad Spend

Mobile Ads: driving action

Popular vs. convenient formats

Native – integrated with content

Video – pre/mid/post roll, overlay

Display - Overlay, full-page, footer

Mobile PPC Advertising: Google
Dedicated Mobile PPC Campaign
Location & Click-to-Call Extensions
Landing Pages & Conversion Funnel (LiveBall)

Mobile Display Advertising: iAds
A recent study released by Campbell’s showed that
iAds were twice as effective as TV advertising, and
consumers who say the iAd were four times more
likely to purchase the product than those who saw
the TV ad

Trans-Media Advertising
Used to direct viewers to specific URL
QR Codes (square)
Digimarc Discover (embedded)

QR Codes
The Advocates
• More than just a redirect to a website
• Easy and inexpensive
• Becoming more and more mainstream
• B2B application
• Analytics
The Challenges
• Scott Stratten
• QR codes = traditional ads
• 5% of readers scanned

Geolocation
The Advocates
• 80% of disposable income is spent locally
• Right products to the right people at the right time
• The Evolution of Geolocation
• 51% - give up location for tailored ads
• “Relevancy is King”
• “…as big as the Internet itself”
The Opponents
 Consumers are just going through a fad – provides illusion that Geo-location is here to
stay
 Generic ad campaigns
 Reliant on consumer willingness to give information
 Consumers want the benefits but not to have to
give up their information

Mobile App Statistics

Mobile vs. Apps

Mobile Gaming Stats

Mobile Gaming
Sponsorship
Product/Brand Placement
Branded Entertainment
Promotion

Mobile Analytics
Mobile Platforms (AdMob, Bango, Mobilytics)
Analytics Platforms (Google, Omniture,
WebTrends)
Apps (Flurry)
Integrated (Unica, Responsys)

DOOH – Digital Out of Home

DOOH - Digital Out of Home


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5.

- Digital Advertising Media

Digital Advertising – Year 2017 / 2018

 10/27/1994 (USA): First banner in history.

Click rate of 78%

 1995-UK: first banner in Europe

Digital Advertising – Year 2017 / 2018

 1996-Spain: first banner

Digital Advertising – Year 2017 / 2018

 1996- first banner with interactive functions

Ping-Pong in which users could play against the computer

Digital Advertising – Year 2017 / 2018

 1996- IAB introduced in the US

 1996- pay per click appears

Digital Advertising – Year 2017 / 2018

 1997- First banners with video but, in needing extra

Digital Advertising – Year 2017 / 2018

 July 1998 (Spain): first banner with sound.

Awareness and traffic redirected to the Paginas Amarillas Online

 1998 (USA): senator Barbara Boxer used in an electoral

 2000: The ‘technological bubble’ bursted

Digital Advertising – Year 2017 / 2018

 2000: Google introduced Google Adwords which

Sponsored space service by contextual advertising (‘key words’

Advanced formats that use flash or video streaming technology.

Technologies that allows us to advertise in

How much time did they spend on it?

Digital Advertising – Year 2017 / 2018

 November 2008 (US): Obama won election in the

Digital Advertising – Year 2017 / 2018

 2012: ‘Red Bull Stratos’. More than 8 m. people

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Diigital Advertising Media

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

• These are all types of ads in Facebook, available to 2017 and

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

• All Facebook Ads need to include an image.

Digital Advertising – Year 2017 / 2018

Lead Generation Card

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018

Digital Advertising – Year 2017 / 2018