online advertising beyond search
DESCRIPTION
Blue Fountain Media Senior Marketing Strategist Ashley Kemper discusses some of the best online advertising options that are available outside of search engines.TRANSCRIPT
Online AdvertisingBeyond Search
Presented by:Ashley Kemper
Senior Marketing Strategist
Blue Fountain Media | Ashley Kemper | @theashleykemper
Origins of Search
State of the Search Union
Advertising beyond Search
Blue Fountain Media | Ashley Kemper | @theashleykemper
Origins of Search Advertising
Blue Fountain Media | Ashley Kemper | @theashleykemper
Blue Fountain Media | Ashley Kemper | @theashleykemper
Google: 2000
Blue Fountain Media | Ashley Kemper | @theashleykemper
Blue Fountain Media | Ashley Kemper | @theashleykemper
State of the Search Union
Blue Fountain Media | Ashley Kemper | @theashleykemper
2012 2013 2014 2015 2016 2017$25
$50
$75
TV Digital Print
$ in
Bill
ions
Blue Fountain Media | Ashley Kemper | @theashleykemper
$25billion
projected search advertising spending in 2015
Blue Fountain Media | Ashley Kemper | @theashleykemper
Mobile is Saving the Search Market
2012 2013 2014 2015 2016 2017 20180
10000000000
20000000000
30000000000
40000000000
Mobile Search Desktop Search
$ in
Bill
ions
Blue Fountain Media | Ashley Kemper | @theashleykemper
2013 AdWords Impressions
1.1 Billion
1.1 Billion
6.5 Billion
910 Million
285 Million
167 Million
Blue Fountain Media | Ashley Kemper | @theashleykemper
Why’s it all gotta be about Google?
Blue Fountain Media | Ashley Kemper | @theashleykemper
But what are my customers doing when they’re not on Google?
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising Beyond Search
Blue Fountain Media | Ashley Kemper | @theashleykemper
The Funnel
Curiosity & Research
Planning & Due Diligence
Commitment
Blue Fountain Media | Ashley Kemper | @theashleykemper
The Funnel
Curiosity & Research
Planning & Due Diligence
Commitment
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising to the Top of the Funnel
Blue Fountain Media | Ashley Kemper | @theashleykemper
Top of Funnel Goals
Generate Awareness Content Views
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ad Spending
2012 2013 2014 2015 2016 2017 20180%
25%
50%
75%
100%
Banner Video Rich Media Sponsorships
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ads: Samsung “Instant Satire”
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ads: IKEA “Learn IKEA Curtains”
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ads: JetBlue
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising to the Middle of
the Funnel
Blue Fountain Media | Ashley Kemper | @theashleykemper
Middle of Funnel Goals
Repeat Visitors Product/Service Education
Blue Fountain Media | Ashley Kemper | @theashleykemper
US Social Network Ad Revenue (billions)
2011 2012 2013 2014 2015
$2.45
$3.14
$4.32
$5.50
$6.70
7.6% 8.5% 10.2% 11.6% 12.8%
Social Ad Revenue % of digital ad spending
Blue Fountain Media | Ashley Kemper | @theashleykemper
Funnel Position
YouTube
Google+
Tumblr
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Only First Middle Last
Blue Fountain Media | Ashley Kemper | @theashleykemper
Video: Dyson71,000 Interactions
Blue Fountain Media | Ashley Kemper | @theashleykemper
Video: Dyson2.9+ Million Interactions
Blue Fountain Media | Ashley Kemper | @theashleykemper
Remarketing: Puma
Blue Fountain Media | Ashley Kemper | @theashleykemper
Blue Fountain Media | Ashley Kemper | @theashleykemper
Video Remarketing: Nissan
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising to the Bottom of the Funnel
Blue Fountain Media | Ashley Kemper | @theashleykemper
Bottom of Funnel Goals
Avert Objections Complete a Purchase
Blue Fountain Media | Ashley Kemper | @theashleykemper
Dynamic Promotions
Blue Fountain Media | Ashley Kemper | @theashleykemper
Mobile ad growth potential
2012 2013 2014 2015 2016 2017 20180
5
10
15
20
25
Rich Media & Sponsorships Video
Billi
ons
Blue Fountain Media | Ashley Kemper | @theashleykemper
Mobile: US Open
Blue Fountain Media | Ashley Kemper | @theashleykemper
Instead of this…
Curiosity & Research
Planning & Due Diligence
Convert
Blue Fountain Media | Ashley Kemper | @theashleykemper
Get this!
Curiosity & Research
Planning & Due Diligence
Convert