Post on 09-May-2015
Interactive advertising trends. How it will affect Baltic markets
Deividas TalijūnasAdnet, Lithuania
Riga, September 25-26
social
Googleblog/weblog
RSSAdWords
mobileWEB 2.0
advertisingsearch contextual iPhone
engagement
media
video
budget
display
digital
network
websharing
html
java
trust
banner
localXML
http://flickr.com/photos/tracy_olson/61056391/sizes/l/
Global Spending by Medium, 2006 - 2010 ($ Millions)
2008 - to overtake radio advertising; 2009 - to attain a double-digit share of global advertising (10,4%); 2010 to overtake magazine advertising, with 11.5% of total ad spend;
Suorce:ZenithOptimedia
0
150.000
300.000
450.000
600.000
2006 2007 2008 2009 2010
Newspapers Magazines TV RadioCinema Outdoor Internet
Advertising budgets UK (%)
Group M forecasts that the UK will be on the brink of passing the milestone at the end of 2008, when the internet will account for 24.8% of UK media spend, just behind the 26% share held by the TV ad sector
Advertising budgets Baltic's
3%6%
7%
13%
25%
46%
LT
TV NewspapersMagazines RadioOutdor Internet
1%6%
9%
10%
17%
22%
35%
LV
TV NewspapersMagazines RadioOutdor InternetCinema
8%
7%
7%
11%
40%
27%
EE
TV NewspapersMagazines RadioOutdor Internet
I don’t know anybody under 30 who has ever looked at a classified advertisment in a newspaper. With broadband they do more and more transactions online
Rupert Murdoch
Smart guys know :)
The internet is not one medium, its growth rate is a blend of three distinct businesses growing at different speeds: search, display and classified
Where do money go? UK 2007
Google is becoming the “operating system” for marketing
Google - Media company
Google - the biggest internet advertising network
&
Google Trends – research company?
Google Ad Planner? Some are calling it the ‘ad agency killer’.
Search advertising in Baltics?
1%1%1%
38%58%
EE
NetiGoogleDelfiWWWOthers
2%3%3%3%
89%
LV
GoogleDelfiSietsMSNOthers
1%0%1%1%
97%
LT
GoogleMSNDelfiYahooOthers
Mobile internet
Photo: http://www.crunchgear.com/wp-content/uploads/2008/01/iphone-google.jpg
Speaking on US TV, Schmidt said, “We can make more money in mobile than desktop eventually because the mobile computer is more targeted. You carry your phone everywhere, it knows all about you, it knows what you’re up to. We can do a very, very targeted ad. Over time, we’ll make more money from mobile advertising.”
Mobile internet
IPhone initiate 50 times more searches than other handsets
Says Google
Mobile internet
Mobile internet. Why now?
1) handsets becoming small functional computers; 2) cheaper / faster / more data; 3) more content
- 450MM (48%) of new handsets shipped Mobile Internet ready (can run Java applications...), 2006- 2,9B subscribers with <2.5G (~50kbps) network access; 311MM 3G subscribers have broadband-like services (browsing, full track music), 2007E - Mobile content improving steadily - consumers are spending billions on it
Source: Informa, Morgan Stanley Research
Mobile internet. Japan
Source: http://www.videoi.co.jp/release/20070417.htmlhttp://www.flickr.com/photos/manganite/2088599558/
Mobile internet
Mobile internet. Portal reach LT
250 000. unique users per month. More than 4 mln.
pageviews
180 000 unique users per month. More than 2 mln.
pageviews
250 000 unique users per month. More
than 8 mln. pageviews (SurfPort
+ SurfOpen)
Source: portal’s data
Mobile inernet
wap.one.lt >100 000 000
Lithuanian websites ranked according page views. Gemius Audience 2008 August.Admobi.lt data
In ad we trust!
We do!
What about consumers?
In ad we trust?
76%
of consumers don’t belive that companies tell truth in advertisements
Yankelowich
person like me
68%
“a person like me” is considered the most credible source of information about a company
Edelman. Trust barometer 2006
http://www.flickr.com/photos/luc/1824234195/
What is - WEB 2.0
http://www.flickr.com/photos/catspyjamasnz/2287072287/
•The term “WEB 2.0” defines an era, like “DOT COM”
•Read/Write - anyone can be a publisher (Blogas.lt, Blogger.com, Wordpress.com...)
•Search (Google.com, Alternative Search Engines)
•Social Networks (Draugiem.lv, One.lv, My Space, Facebook...)
•Online media (YouTube, Last.fm...)
•Content Aggregation/Sindication (Bloglines, Google Reader, Netvibes...)
•Mashups (Google Maps, Flcker, You Tube)
Source: Read/Write Web
Social internet (WEB 2.0)
Source: Universal McCann Social Media Tracker – Power to the People
Text
This shows massive growth in a very short period of time and users have gradually moved from passive consumers to active creators
Social internet. The sources of information I trust
Graph shows the extent to which global web users trust different sources of information on products, brands and services
0 2,5 5,0 7,5 10,0
3,23,3
3,73,83,83,94,04,14,14,24,24,3
4,64,9
5,65,75,8
6,26,8 Personal recommendations from friends/family
Personal recommendations from professionalsEmails from a friend/colleagueInstant Messenger conversation with a friend/colleagueConsumers reviews on retail sites e.g Amazon.comBlogs/Weblogs - personal blog written by people you knowMagazine/Newspaper articleCompany/Brand websiteShelf information and product displays in storeBlogs/Weblogs - professional blogComments on social network sites e.g Facebook.comRecommendation in a television programmeBlogs/Weblogs - written by people you do not knowOutdoor advertisingOnline chat rooms/message boardsTV advertsMagazine/Newspaper advertisingEmails from companiesCelebrity recomendation
Source: Universal McCann Social Media Tracker – Power to the People
Social internet (WEB 2.0)
Paid advertising
independent website
e-shop
corporate
e-shop
wikipedia
e-shop
e-shop
website
price comparison engine
652 searches per month
Social internet (WEB 2.0)
Paid advertisingforum
forum
forum
blog
blog
classified
website 310 searches per month
...and only user generated content!
Reklamos biudžetai
•Openness•Users decide how to use content•Widget’isation
Cut & Paste web
TRENDS:Information, entertainment and all web content is becoming portable
SOLUTION:Make sure that every digital program allows information to be consumed/engage with wherever the individual wants to engage with it
Reklamos biudžetaiCut & Paste web
A Web widget can be best described as a mini application tat an add functionality to your web page, blog, social profile, etc. If you find a widget that you like, you simply copy and paste some code and add it to the HTML of your web page. Photo galleries, news, videos, advertising, mp3 players and prgnancy countdown tickers! You name it, there is probably a widget that does it.
Yahoo finance for iPhone
Weather channel forecast for
iGoogle
Amazon.com “giver” for Facebook
Twiter.com for desktop
Reklamos biudžetaiCut & Paste web
•Baiba (female/urban/high incomes/25-30 years old)?
•Contextual targeting
•Behavioral targeting
25
29
Challenge for advertisers: new targeting models
Reklamos biudžetaiChallenge for advertisers: new metrics
TRENDS:The new Marketing needs not only to attract, but also engage & excite
Reach & Frequency are not catering to measure the quality of Engagement & Exitement
SOLUTION:The new metric is - Brand Expose Duration - BXD
BXD is the lenght of time an individual is exposed to a given advertisment, branded website, branded game, online video...
Suorce: Atlas DMT
Challenge for advertisers: new staff
TRENDS:Some companies are hiring in-house experts who guide the company toward becoming more digitalThese professionals are “cross-trained” in talking technology and marketing, which often don’t mix
SOLUTION:Consider hiring a geek marketer/digital proffesional
Localization
The world is becoming more local and location-aware. The next internet and mobile wave of innovation are going to come from location based services able to provide locally relevant information to anyone anywhere in the world.
3D/virtual worlds
Digital dominance Internet versus TV
Source: Microsoft