New revenue models for digital publishers and the opportunity for brands Chris Dobson, EVP and GM : BBC Advertising
Dec 05, 2014
New revenue models for digital publishers and the opportunity for brands
Chris Dobson, EVP and GM : BBC Advertising
Is the digital model we currently use flawed?1.
Content and brand association2.
Platform Evolution3.
Is the digital model we currently use flawed?1.
What does it do for
me?
Is it for me?
Which one?
This one This is just what I
wanted
They care about me
These are great you should get
one
Some marketing principles are constant..
SEARCH CRMDISPLAY
Purchase Funnel
Awareness Involvement Active consideration
Purchase Conversion
Consumption Usage
Relationship Building
Advocacy
Pu
bli
sher
s Ad
vertisers
Disclaimer: The above overview is an attempt to map a large part of the current display eco-system and is by no means 100% complete. The map is subject to ongoing changes. Under no circumstances shall Improve Digital be held liable for any direct, indirect damages whatsoever resulting from the above information provided through the Improve Digital website or through third parties. If you have any comments or requests for changes please mail [email protected].
2010 -display advertising eco-system europe
0.13%
0.14%
0.14%
0.14%
0.15%
0.16%
0.17%
0.18%
0.18%
0.20%
0.20%
0.21%
0.28%
0.29%
0.07%
0.08%
0.08%
008%
0.09%
0.10%
0.10%
0.10%
0.10%
0.11%
0.11%
0.12%
0.12%
0.12%
Norway
Ireland
Luxembourg
UK
Finland
Australia
Canada
Sweden
USA
Hungary
Switzerland
Denmark
France
Italy
Germany
New Zealand
Spain
Turkey
Austria
Netherlands
Belgium
China
Greece
India
Singapore
Hong Kong
United Arab Emirates
Malaysia
Worldwide Click-Through RatesClick-through rates across Static Image, Flash, and Rich Media formats
Source: DoubleClickDART for Advertisers, a cross section of regions, January –December 2008
Heavy
Moderate
Light
Non
Ad Clickers Follow the 80/20 Rule
84%
8%
4%4%
52%
26%
22%
15%
18%
67%
% Internet Pop % of Clickers % of Clicks
84% of Internet users don’t click on ANY ads
Despite comprising only 8% of the total online population, moderate and heavy clickers account for 85% of all click-thrus
Source: comScore, Natural Born Clickers (US), March 2009
Are we fooling ourselves with this metric?
Does this one person’s click effectively reflect the branding impact of exposing the
other 999 people to the same ad?
%Lift:99% %Lift:75% %Lift:73% %Lift:80% %Lift:71%
Wk 1 Wks 1-2 Wks 1-3 Campaign Period Post campaign period
Analysis periodTime from first exposure
Campaign/Post Campaign AnalysisTime Aligned Analysis
2.01%
3.99%
3.43%
6.02%
4.45%
7.71%
4.03%
7.26%
3.53%
6.05%
Control
Test
Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010
The click misses the point?Display Ads Lift Visitation to Advertiser Site Even With Minimal Clicks
Content and brand association2.
Quality of Content
Quality of Results
“I’m in an attentive mood and glued to the screen… this energy transfers onto the brand.”
Engagement
“I don’t believe it until I read it on the
BBC.”
Trust
“A channel I specifically make time to watch.”
Loyalty
“Because the ads are not too intrusive I
don’t automatically close the ads on the
BBC site.”
Ad Environment
What Is The Value of The Environment You Advertise In?
The audience perceived different
values for the same product when
placed on different websites:
The little black dress test...
BBC.com: €1,904
Source: The BBC Dress Test, June 2009, Male + Female respondents –luxury goods consumer. Q-How much would you value the clothing which you have just seen? Average values shown
TGcom: €537
Yahoo: €435
Ge Wang: Smule co-founder and Stanford University teacher
Jimmy Wales: Founder of Wikipedia
Martha Lane-Fox: Web entrepreneur and digital inclusion champion
Evgeny Morozov: Blogger, researcher and expert in the politics of the webchampion
Sam Pritroda: Digital advisor to the prime minister of India
Joe Rospars: Digital strategist for the Obama campaign
Erik Schmidt: Google Chief Exec
Philip Emeagwali: Nigerian-born supercomputer scientist
Daniel Ek : Founder of music-streaming service Spotify
Steve Ballmer: Microsoft's chief executive officer
Digital Giants with Intel
Cross-Media Campaign Captures Canon Audience
45,500 visits to Canon’s ‘Take Stories’ microsite
109% uplift in spontaneous advertising awareness
21% increase in agreement with the statement
34 million impressions
Source: Metrixlab – Cross-media Campaign Evaluation – Canon and BBC – 2009
“Canon is a leading brand in technology”
Platform Evolution Opportunities3.
If you were going to design the TV news broadcast of the future,
USA Today on the BBC’s iPad app
The site from the British broadcaster is chock full of information.
where viewers pick the stories and watch them come to life,
this is it.
BBC.com News iPhone and iPad app
New revenue models for digital publishers and the opportunity for brands
Credit for Branding as well as DR!1.
Content and brand association benefits2.
Platform Evolution Opportunities3.