DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries
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This document discusses different online advertising strategies and tactics. It notes that most people now spend time online from their phones, with the most popular social networks depending on factors like age and interests. It evaluates when different types of digital advertising like search, social, display and retargeting are most effective. It also discusses the importance of branded content and partnerships over intrusive ad formats to build an engaged audience and brand value.
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DISTRACTED - Communicating to bored users, online - SDA Bocconi - Gummy Industries
- 1. Gummy Industries DISTRACTED Communicating to bored users, onlineSDA Bocconi - Master MAMA
- 2. Il consumatore post moderno THINKABOUT YOURTARGET 2
- 3. 87% OFTHEMARE ONLINE 3 http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
- 7. WHAT SOCIAL NETWORK DOYOU USE MOST? 7
- 9. MOSTLY, IT DEPENDS ONYOUR AGEAND INTERESTS 9
- 15. WHY DOTHIS PEOPLE SPENDTIME ON SOCIAL NETWORKS? 15 Remember? Relation, entertainment and information. 15
- 16. WHAT’STHE BESTWAY TO REACHYOUR TARGET, ONLINE? 16
- 17. 17 “ONLINEADVERTISING”, THEY SAY You have 1 minute to find one that you like, on your smartphone.
- 18. 18 ONLINEADVERTISING IN ITALY A 2,15 BILLION € MARKET
- 19. 19 “SEARCH IS IMPORTANT” GOOGLE SAYS (LOL)
- 24. 24 GOODTOTARGET PEOPLE IN BRESCIA,THAT LOVE ARTANDARE INA COMPLICATED RELATIONSHIP
- 25. 25
- 26. of people click on Facebook newsfeed ads 26 2% http://www.wolfgangdigital.com/blog/facebook-ad-ctr-study-newsfeed-v-display-from-the-wolfgang-lab/ 33 times more than display
- 29. 29 HOW MANY BANNERS DOYOU SEE?
- 30. HAVEYOU EVER CLICKED ONA BANNERAD? I MEAN, ON PURPOSE? 30
- 31. of people click on banners 31 0,06% *Average CTR across all media and all formats, source: DoubleClick
- 32. “You are 64 times more likely to climb Mount Everest than clicking on a banner ad” 32
- 33. 33 WHY?
- 34. 34 PEOPLE DON’T CARE ABOUT BANNERS 61% of people don’t click on banners because they don’t want to be distracted http://www.bannersnack.com/blog/build-trust-display-ads/
- 36. AND BANNER FOLLOWTHEM 36 That’s creepy! Stop it!
- 38. YOU’LL NEVER GET RID OFTHEM
- 39. Returning customers who have been retargeted are 70% more likely to make a purchase http://www.redcowmedia.co.uk/display-and-retargeting.html
- 42. 42 HOW MUCH INTRUSIVE SHOULDYOUR BRAND BE? 100% branded + control - reach 0% branded - control + reach OWNED MEDIA ADV SPONSORSHIP VIRAL BRANDED CONTENT EARNED MEDIA Make my logo bigger! CONTENT PRODUCT PLACEMENT
- 43. people look for something, every day, on Subtle Dildo’s page 43 27.000
- 44. Inserisci qui un occhiello 44
- 45. Inserisci qui un occhiello 45
- 46. 46
- 47. people played Twitch Plays Pokemon 47 1 MLN
- 49. 49
- 50. views ofTurBaconEpicThanksgiving, on Epic MealTime channel 50 18 MLN
- 51. Inserisci qui un occhiello 51
- 52. 52
- 53. Blogpost produced by BuzzFeed forVirgin Mobile 53 190
- 54. 54
- 55. 55
- 56. 56
- 57. 57 BRAND CREATE ENTIRE BRANDED MAGAZINES
- 58. 58 THEY CREATE BRANDVALUE THROUGH CONTENT
- 60. 60
- 61. 61
- 62. 62 160.000 viewers in theaters 1,5M € Box office CULTURAL INSTITUTION ARE JUMPING ON BOARD
- 64. WHAT’S NEXT? 64