Online display advertising insights and tips for Marketers

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!