digital ads for dodos
TRANSCRIPT
DIGITAL MARKETING FOR DODOS
Free Live WebinarMay 28
2 PM CDT#StiristaWebinar
TODAY’S PRESENTERS
Andi BoydBusiness Development
Blaine BrittenData Analyst
Kenzi WoodMarketing Manager
ARE YOU INTERESTED IN DOG TOYS?
Walk yourself on over to TailWaggin’ Ted’s Emporium of dog toys for our summer sale!
WHAT IS DIGITAL MARKETING?
“The marketing of products or services using digital channels to reach consumers, usually through various forms of digital media.”
For our purposes, digital marketing refers to the use of digital ads to target customers.
The internet as we know it would not exist without digital ads.
Digital ads keep online content complimentary to users.
Digital ad spend in 2014 in the U.S. was $49.5 billion
NO ADS, NO INTERNET
HOW DO MARKETERS FIND ME?
Audience Segment
Demographic Information
Purchase History Cookies
AD PLACEMENT
System of bidding between marketers and publishers.
If your information matches a marketer’s profile, the winning company’s ad shows as the site loads.
Privacy concerns.
PRIVACY AND BROWSER DATA
Personal Information Browser Website AD
PRIVACY AND COOKIES
Personal Information
Data Aggregator Cookie AD
TYPES OF DIGITAL ADS
Search Ads
SocialAds
RetargetedAds
Display Ads
SEARCH ADS
Appear in search engines when you search for a related term.
Can find them on Google, Yahoo, and Bing.
Differ depending on the search engine.
SOCIAL ADS
Appearance differs by site.
Include a visual component, link, and content.
Can appear as integrated or “native” ads within social content.
RETARGETED ADS
Re-engage with interested users.
They let you stay on a customer’s screen even after they’ve left your site.
DISPLAY ADS
Often confused with banner ads.
Display ads fill empty ad slots on a website. They differ by user.
On the other hand, banner ads have a held position that doesn’t change.
DISPLAY ADS
Display ads appear when they win the bidding war.
They are not permanent.
The most prominent type of digital ad.
TYPES OF DISPLAY ADS
Billboard Ads
PushdownAds
SliderAds
HOW DO DIGITAL ADS WORK?
WHO ARE THE PUBLISHERS?
Websites that host ads.
Impression: gap on a website for display ads.
Gaps are filled by ads depending on the user.
Pricing is based on different factors.
WHO HELPS THE PUBLISHERS?
Ad servers: pools of potential ads for websites to keep content fresh.
Supply Side Platform (SSP): automate the selling of impressions for publishers.
WHO HELPS THE MARKETERS?
•Agencies•Data aggregators•Demand Side Platforms (DSPs): help marketers automate buying ad impressions. Other helpers:•Media Buying Platforms•Creative Display Ad Optimization•Analytics
WHERE DO THE MARKETER AND PUBLISHER MEET?
“Meeting” is typically performed via other companies.
Marketers and publishers meet most often at ad exchanges.
WHAT IS AN RTB?
Ad exchange: sells audience segments, impressions, and location during real-time bidding (RTB).
Like an online auction for impressions.
Time, location, and audience affect the price of impressions.
WHAT IS AN RTB?
Name: Laura
Female 18 - 25Recent clothing
purchase
WHY DIGITAL ADS WORK
Success first needs to be measured differently.
Average CTRs are 1 percent.But these ads work.
WHY DIGITAL ADS WORK
Many digital benefits are less tangible.
They’re great for increasing brand awareness.
HOW TO SUCCEED WITH DIGITAL ADS
Use different types of ads.
Limit your frequency cap.
Customize your schedule.
HOW TO SUCCEED WITH DIGITAL ADS
Use A/B testing.
Have an omnichannel strategy.
