online advertising*

Online Advertising**As of 8 a.m. September 8, 2010

Wes Williams - Director, Online Production - Scripps Networkswes@weswilliams.me

Online Ad Numbers for Context Types of Online Ads Social Media What’s Heating Up Challenges Ahead Trends

Agenda

I’m here for you, so we can diverge at any

time. Make this interactive.

I am expressing my own opinion. The content published here has not been read by or approved by Scripps Networks Interactive and does not represent the company’s views.

Live social media sites contain uncensored comments from your future customers.

Standard Disclaimers

Let’s make sure the whole world knows we’re here.◦ Twitter◦ Facebook◦ LinkedIn◦ foursquare◦ Gowalla◦ Personal blog◦ Tumblr◦ MyTown

Before we get started...

Some Context

U.S. online ad spending estimated to surpass print in 2010

Only TV is bigger

Breaking News (we saw coming)

Some Context

What about social media? It (mostly) overlaps these.

¾ of all online ad$$$

CPM – cost per thousand impressions Ad size and placement Rich media Video pre-roll/post-roll/overlay Targeting: demo, geography, time of day,

etc. Sponsorship Integrated content Click-through rates < 1%

Online Ad Pricing Factors

Ads in Eye Tracking Study

http://www.useit.com/alertbox/banner-blindness.html | eyetrack overview video

Ads targeted by search keywords Sold on pay-per-click (PPC) or cost-per-

impression (CPI) basis with advertisers bidding for tools

Google AdWords demo video Good backgrounder from Wikipedia Can be used to play lead generation

arbitrage Search Engine Optimization (SEO) is the

“free” form of SEM by improving natural search rannking. This is as much art as science.

Search Engine Marketing (SEM)

Providing detailed info Engaging 1:1 and 1:many Reaching many target markets Testing ideas Setting stage for consumers to work for you Reaching key influencers Online and offline combinations

◦ Especially leveraging online to generate offline discussion

What works

Social media advertising

“The use of the Internet has become one of the great unifying experiences shared by billions of people across the world and this is now causing a parallel trend with the ‘re-socialisation’ of the media consumption experience...

“The combination of digital access, mobility and social networking is seeing consumption of all forms of media migrate from a solo activity towards being a social experience with viewers use social networking forums to discuss and share their views and content.”

This Internet thing may catch on

-Marcel Fenez, Global Leader, Entertainment & Media practice, PricewaterhouseCoopers, 6/15/2010 press release

What’s the difference

Replacing the Web Replacing e-mail and message boards

Facebook◦ Type/share all the

multimedia you want◦ Narrowcast to just

“friends” usually◦ You approve friends◦ Many ways to target

audiences◦ Support large app

community inside and outside its walls

◦ A destination

Twitter◦ Short messages: 140

characters◦ Broadcast “tweets”◦ Anyone can follow

anyone◦ Less targeting capability

(but changing soon)◦ Smaller app community

mainly connecting from outside its walls

◦ A pointer to a destination

http://twittermap.tv/ http://trendsmap.com/topic/knoxville http://www.geochirp.com/

Global is local is global

Local deal of the day Groupon.com/knoxville Encourages sharing Demo video:

◦ http://www.vimeo.com/moogaloop.swf?clip_id=2112924

Groupon

Old Spice Guy

From Wieden+Kennedy, Portland◦ See videos

Campaign received 1.5 billion impressions since its launch in February

130 million video views. Twitter followers are up 3200% Google searches are up 2200%. Facebook interactions are up 800-1000%. Traffic to Old Spice Web site is up 350-500%. Sales of Old Spice body wash have gone up 55% in the

past three months. Some SKUs up as much as 1900%.-MediaBistro, 8/19/2010

Old Spice Guy Results

Mobile apps (iPhone and Android) Streaming Video Apple

◦ iPad apps◦ iAds◦ Apple TV

TV Apps (e.g. Samsung) Google TV Twitter for business use

What’s heating up

Time commitment to social media and building a personal brand

Slicing the pie too thin so target market's too small

Meeting consumers on multiple platforms Breaking through the noise Lines blurring between ad types Focus efforts on what works Keep eye on the bottom line

Challenges ahead

More measurement More engagement with customers More partnerships More noise in the marketplace More convergence between media More specialization of online skills

Trends ahead

Feel free to contact me:◦ wes@weswilliams.me◦ twitter.com/wesw◦ facebook.com/weswilliams

Thank you!

Questions?