time to diversify: market expansion opportunities
TRANSCRIPT
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Time To Diversify: Market Expansion Opportunities
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Cassie Oumedian
• Associate Director of Services• @cass_oumedian
JD Prater• Senior Account Manager• @jdprater
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Agenda
• Bing • Facebook• Yahoo Gemini• Instagram• Programmatic
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Welcome
Bing Ads2016 Landscape &
Strategies
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Why Bing Ads?
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Bing Ads 2016 Landscape
Microsoft sites saw largest month-over-month increase for US Desktop searches.
Microsoft, Yahoo & AOL account for 33.5% of core search share.
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Remarketing For Search
Native Ads *Beta
Bing Editor Updates
Image & Ad Extensions Expansion
App Install Ads
Bing Ads 2016 Landscape
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Bing Ads 2016 Landscape
• Action Link Ext. – “Buy Now”
• App Install Ads
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Porsche | Sponsored
Bing Native Ads
5 to 7X Higher CTRs
53% Higher Purchase Intent
*Still in Beta for US
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Bing Ads Strategies
• Remarketing For Search & Shopping• Image Extensions – Showcase top products• Native Ads* Beta• Maximize ALL Extensions
Bing Ads Strategies
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Welcome
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Landscape
• 3 Million Advertisers*• 1 billion active users• 72% of US adult Internet users• 80% of users access on mobile device• 40 mins/day• 80% of users check FB daily
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Demographics
1. 82% of 18-292. 79% of 30-493. 77% of women4. 78% income higher
than $75k
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2015 Trends
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2016 Trends
• Organic reach continues to decline • Instant Articles – decline in website traffic• Video, video and more videos• Mobile usage• FB Messenger• Ad sequencing
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Strategies
1. Try Remarketing Ads (website, email, app)2. Facebook Live video3. Promoting events4. Persona targeting
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Welcome
Yahoo Gemini2016 Landscape &
Strategies
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Yahoo Gemini Landscape 2016
Third party mobile applications account for more than 50% of Yahoo Gemini’s display impressions.
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Yahoo Gemini Landscape 2016
Larger Yahoo Cards convert 209% higher
than smaller pencil ads.
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Yahoo Gemini Landscape 2016
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Yahoo Gemini Landscape 2016
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Yahoo Gemini Strategies
Strategy – • Demographic specific creative strategy. • Have a solid mobile experience.• Retarget to users via Yahoo Remarketing.
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Welcome
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Landscape
• 400 million users• 40 million of users access ONLY on mobile• 70 million photos uploaded everyday• 24% use it several times/day
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Demographics
1. 28% of US adult internet users
2. 55% of 18-293. 31% of women
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2015 Trends
• 1.08% conv rate (avg)
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2015 Trends
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2016 Trends
• More marketers• Continued user
growth• Influencer marketing• New ad types
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Strategies
1. Remarketing ads (website, email, app)2. Explore Lookalike Audiences3. Try Influencer Marketing4. Visual storytelling
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Welcome
Programmatic2016 Landscape &
Strategies
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Programmatic Landscape 2016
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Programmatic Landscape 2016
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63% of Digital Display Ad Spend is From Programmatic.
Humans + Machines to make sense of data will be key.
Programmatic Landscape 2016
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•With increased popularity comes increase in cost. Could see an increase in private in-market arenas with elite publishers.
Cost of Ads To Increase
•As TV and Movies are streamed online video ad targeting will be available through sites like Hulu.
Programmatic Expands to TV
•Cross-device programmatic advertising is expected to grow. Cross Device•eMarketer predicts Video ads to account for 40% of digital spend Beyond Banners
Programmatic Landscape 2016
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Strategy – Get Creative With Data!
Programmatic Strategies
Use demographic insights to drive creative strategy across channels.
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Welcome
Take Aways
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• 2016 - The Year of Bing!• Mobile is No Longer an Option• Creative Strategy Is Key!
Key Takeaways
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#ppcheroliveCassie Oumedian | @cass_oumedian
Thanks for joining us!
JD Prater | @jdprater