Please find the "Online Advertising: Breaking through the subconscious spam filters" given at The One The Edge Marketing conference, at the Congress Centre, London on 21st June 2012. #EdgeLondon Note: The videos may not play in the file if you view in slideshare, but should work if you download. (the links have been added.just in case)

1. Online Advertising
© 2012 TBG Digital

2. Online Advertising: Global Spend
@KarlHavard © 2012 TBG Digital Comscoredatamine.com & eMarketer.com

3. Online Advertising: Where’s the Spend Going?
US 2011 2012 2013 2014 2015
Ad Spend 32.0 39.5 46.5 52.8 57.5
Social Ad
1.59 2.11 2.76 3.45 4.21
Spend
% Mix 4.97% 5.34% 5.94% 6.53% 7.32%
@KarlHavard © 2012 TBG Digital Comscoredatamine.com & eMarketer.com

4. Online Advertising: Different Types
@KarlHavard © 2012 TBG Digital Comscoredatamine.com & eMarketer.com

5. Taking Statistics Out of Context
@KarlHavard © 2012 TBG Digital

6. Clicking
@KarlHavard © 2012 TBG Digital http://prestigemarketing.ca/

7. Determining the Reasons
Consider this: Because they
don’t click, does that mean
to say the ad’ didn’t work?
@KarlHavard © 2012 TBG Digital http://prestigemarketing.ca/

8. Did they even see it?
Maybe not!
@KarlHavard © 2012 TBG Digital

9. Basketball video
http://www.youtube.com/watch?v=Ahg6qcgoay4
@KarlHavard © 2012 TBG Digital

10. The First Banner Ad
25th October 1994 for AT&T, served on hotwired.com
Achieved a CTR of….
78%
“Over Time, All Marketing Strategies Result In Crappy
Click-through Rates” Andrew Chen, Business Insider
@KarlHavard © 2012 TBG Digital

11. Catching the eye: These images aren’t moving
@KarlHavard © 2012 TBG Digital

12. Catching the eye: These images aren’t moving
@KarlHavard © 2012 TBG Digital

13. Evolution or Intrusion?
@KarlHavard © 2012 TBG Digital

14. So, what do we actually see?
@KarlHavard © 2012 TBG Digital

15. This plays out on social platforms
@KarlHavard © 2012 TBG Digital

16. An Interesting Thing
“The colour blue, attracts more
click-throughs than any other
colour….by a long way.”
No one from a search engine company said this at an event in London in January 2012
@KarlHavard © 2012 TBG Digital

17. An Interesting Thing
“The colour blue, attracts more
click-throughs than any other
colour….by a long way.”
No one from a search engine company said this at an event in London in January 2012
@KarlHavard © 2012 TBG Digital

18. Behaviour
• People develop habits
• We’ve seen “banner blindness”
• The colour blue
• So…it makes sense to be “present” where people look and click
• As well as be there at the “right time”
• Has anyone every gone from an iPhone to a Blackberry?
• Habits change over time
• Driven by platform usage
• Advertisers need to monitor these and be agile
• What do people do when they have some time on their hands?
80% 50%
@KarlHavard © 2012 TBG Digital

19. Ad’s & Sponsored Stories in Newsfeeds
3X ROI
+140% in people talking about this
@KarlHavard © 2012 TBG Digital Comscore & Nielsen

20. Twitter
“CTR” is to be replaced by “TTR”
@KarlHavard © 2012 TBG Digital

21. What’s the latest?
http://blippar.com/
@KarlHavard © 2012 TBG Digital

22. What next?
http://www.youtube.com/watch?v=JV6JLcjVJiA
@KarlHavard © 2012 TBG Digital

23. Key Elements
@KarlHavard © 2012 TBG Digital

24. Final Thought
@KarlHavard © 2012 TBG Digital

25. Thank You
Karl Havard
Strategy Director
TBG Digital
tbgdigital.com
550 BILLION
impressions delivered
: http://twitter.com/karlhavard
ector : http://uk.linkedin.com/in/karlhavard
om 10 MILLION
180 MILLION
: http://gplus.to/karlhavardapps installed
clicks delivered
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
@KarlHavard © 2012 TBG Digital