The document discusses various aspects of online advertising. It outlines how time and money are shifting towards digital advertising. It also describes the advantages of online ads like better targeting and interactive formats. Additionally, it discusses different types of online ads like display, search, and new opportunities in social media and mobile. The document provides recommendations on video ad lengths and principles for effective digital creative. It also discusses challenges and keys to success in online advertising.

1. Online Advertising
Krista Neher
CEO – Boot Camp Digital
krista@bootcampdigital.com
Linkedin.com/in/kristaneher
Facebook.com/kristaneher
@kristaneher

2. Time and Attention are Increasingly Online

3. Show me the
Money!!!

4. Dollars are shifting towards online
advertising

5. Many Campaigns Under-Invest in Digital

6. Optimal Mixes show Better Results

7. Choose Based on Marketing Goals

8. Advantages of Online Advertising

9. 1. Learn about consumers

10. 2. Better Targeting

11. The Internet knows where you are…

12. 3. Interactive Ads

13. Drive IMMEDIATE Action

14. 3. Use Rich Media for Legal “stuff”

15. Action doesn’t = Buy now
Provide immediate value
Interact, educate, engage
Whitepapers
Game
Video
Contest
Special Information
Webinar

16. “People don’t read ads. They read
what interests them. Sometimes
that’s an ad.
- Howard Gossage

17. “I do not regard advertising as
entertainment or an art form but as a
medium of information”
- David Ogilvy

19. 2 Major Types of Online Ads
Display Ads
Search Ads
New Advertising Opportunities
Online TV
Social Networks
• Facebook
• LinkedIn
Twitter
Mobile

20. Internet advertising revenue from the
pharmaceutical industry reached $22.7
billion for 2009, almost half of which
comes from search advertising

21. On-Line Ads

22. Different Because
1. Rich Media & Interaction
2. Lower Production Costs
3. Real Time Results
4. Quick & Easy to Change
5. Continuous Improvement

23. Standardization – The iab
Interactive Advertising Bureau
www.iab.net
“The IAB is dedicated to the growth of the interactive
advertising marketplace, of interactive’s share of total
marketing spend, and of its members’ share of total
marketing spend. The IAB educates marketers,
agencies, media companies and the wider business
community about the value of interactive advertising.
Working with its member companies, the IAB evaluates
and recommends standards and practices and fields
critical research on interactive advertising.”

24. Goals of the iab
Fend off adverse legislation and regulation
Coalesce around market-making measurement
guidelines and creative standards
Create common ground with customers to reduce costly
friction in the supply chain
Share best practices that foster industry-wide growth
Generate industry-wide research and thought leadership
that solidifies Interactive as a mainstream medium
Create countervailing force to balance power of other
media, marketing, and agency trade groups

25. Standard Ad Units

26. Video
15 seconds appears to be an optimal length for digital
video creative in the pre-roll position. 5-second spots
had trouble conveying a message; while 30-second
spots risked turning off a viewer waiting to watch
something else.
30-second spots do well at conveying a complex or
emotionally resonant message, but work best in user-
initiated placements (where the user must take an
action, like clicking on an ad or rolling over an in-text link,
to begin playing the ad) where viewers display more
patience for long messages.
Pre-roll, in-text, and in-banner video ad placements can
all contribute to achieving the goals of a campaign;
however, different placements may perform optimally
with different creative lengths.

27. Video Ads Learning
Results suggest that quality video ad creative is
able to increase awareness metrics across all
placements and lengths, but when the campaign
goal is to persuade consumers to take action or
change brand perception, the :15 length and
user initiated placements can be more effective.
The :30 length is better than shorter lengths at
conveying a complex or emotionally resonant
message, but works best in user-initiated
placements, where online viewers display more
patience for longer messages.
27

28. Video AdsKey Findings by Ad Length
5 Seconds 15 Seconds 30 Seconds
(1)
• Highest brand association • Highest likelihood of
(1) (1)
• Weakest level of • Easiest to understand being shared online
breakthrough • Most efficient (cost vs. creative • Most persuasive of the
results) with highest level of three lengths
(2)
(2)
• Most difficult to engagement
(3)
• Great for simple, rational
• Allows communication
understand of emotional benefits
messages; challenged for
striking an emotional chord. and more complex
• Optimum length (in this case) messages
for pre-roll • Works well in user
initiated placements
•May work for very simple •A cost effective way to
communication strategies communicate simple •Strongly suited to user-
•Potentially most suitable for messages online initiated placements
sequencing •Best suited of the 3 •Pre-roll success requires
lengths at pre-roll, works a very high level of
in other placements too creative quality
(1) (2) (3)
Above all other lengths and significantly above norm. Above all other lengths and norm. Significantly above all other lengths and significantly
(4)
above norm. Above all other lengths but below norm. 28

29. 5 Principles for Killer Digital
Creative

30. 1. Interactive

31. REWARD THE USER FOR
CLICKING

32. “INTERACTIVITY INCREASES
BRAND RECALL 63% MORE
THAN NON INTERACTIVE
ADS”
*Barnum Sulley Research 2010

33. “TELL ME AND I'LL FORGET 86%;
SHOW ME AND I MAY REMEMBER
19%;
INVOLVE ME AND I'LL UNDERSTAND
63%”

36. 1. Interactive
2. Customizable

39. 1. Interactive
2. Customizable
3. Entertaining

41. 1. Interactive
2. Customizable
3. Entertaining
4. Play Marketing

43. Playable
Agency: DM9 DDB [BR]

44. 1. Interactive
2. Customizable
3. Entertaining
4. Play Marketing
5. Useful

47. Search Ads

48. Search Ads Rock Because
Target by keywords
Can influence the exact content desired
Influence at the time of research/decision-
making
Very effective in converting

49. Ways To Buy Ads
CPC – Cost Per Click
CPM – Cost Per 000 Impressions
CPA – Cost Per Action

50. Other Ad Opportunities
Social networks (Facebook, LinkedIn, Etc)
Online Video Ads (YouTube)
Online TV ads (Hulu, CBS.com)
Audio ads on Podcasts
Audio sponsorship
Video sponsorship
Blog Talk Radio shows
Twitter ads

51. Social Network Ads – Key Findings
The value of social media is best measured by
the frequency or depth of engagement with
consumers.
“For marketers, endorsement by consumers in
the form of friending/following/subscribing
validates their efforts and activates a viral
distribution of their brand across channels.”
Traditional “click here now” banner ads are not
always appropriate in social environments.
Marketers and agencies need to develop
creative that incorporates social elements and
engages consumers in a chain of activities, as
do Facebook’s “Engagement Ads,” MySpace’s
“Interaction Ads”

52. Social Network Ads – Key Findings
Because social media cut across conventional
marketing organizational silos and budgets –
PR, marketing, customer service, etc. - all these
groups need to be brought into the development
and optimization of social media campaigns.
Authenticity reigns. Conversations cannot be
controlled, they can only be joined, so marketers
have to be willing to listen and learn from the
consumers they engage through social media.

53. Facebook Ads

54. LinkedIn Ads

55. Be Careful
“A common feature on many
websites, Facebook widgets,
or buttons, allow any user to
share a piece of content by
posting it to the newsfeed of
their friends on Facebook. In
the case of Novartis, its
Tasigna post appeared on
Facebook with a link and a
short line of text explaining the
use of the drug. But that was a
violation of FDA requirements
for disclosing all risk
information about a drug.”

56. Online TV Ads

57. Hulu Provides Long Format Options

58. Integration works Best

59. WHAT IS THE KEY TO
SUCCESS?
WHY DO SO MANY AGENCIES
STRUGGLE WITH DIGITAL?

60. Change Your Brain.
Digital Requires a Different Mind Set

61. Let’s Connect
linkedin.com/in/kristaneher
Facebook.com/kristaneher
Facebook.com/bootcampdigital
www.bootcampdigital.com
www.themarketess.com
@kristaneher
@bootcampdigital
Krista@bootcampdigital
513-702-7929