In a 3-minute video by Dan Heath, the co-author of the bestselling book Made to Stick, he`ll answer the question:
“How do you avoid that bullet-riddled PowerPoint presentation that everybody loves to hate?”
Dan reminds presenters to:
1. Be simple
2. Show something
3. Tease before you tell
Watch...
Display advertising is back! That’s according to figures just released by IAB Europe that show a revival in digital Display in 2010. With an average growth rate of 21.1%, Display overtook Search advertising as the fastest growing online ad format in Europe. Video, mobile and social media all contributed to the powerful performance of Display.
Search, which has been the catalyst of online advertising growth in recent years, increased 15.6% in the same period across the 25 markets measured.
Online advertising market accelerating at a growth rate of 15.4% in 2010 – outperforming the overall European advertising market which grew 5.0% in the same period. Total online adspend was €17.7bn in 2010, compared to €15.3bn in 2009.
Central and Eastern Europe markets now represent almost a tenth (9.8%) of the total.
“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.
Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.
Few changes to be tested:
Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.
Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.
Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.
When Larry Page and Sergey Brin built a search engine named BackRub at Stanford in 1996, no one could have guessed just how successful their project was about to become.
People at Silver Oak Online Casinos came with this robust infographic on Google’s 15-Years in the Making:
Google catalog app aggregates the worlds leading brands and retailers such Neiman Marcus, Williams-Sonoma, Sephora, Urban Outfitters, Macys under one tablet screen.
Provides an interactive shopping experience that could deliver Google a whole new revenue stream.
Retargeting is the process of identifying an individual, who has done something you have defined, in order to determine who to target with an ad.
People at Chango came with great summary of 7 types of effective retargeting:
Retargeting off-site events – add new customers to your funnel who have not previously engaged with your site:
Search – Target individuals based on the searches they conducted on Google, Yahoo! and Bing.
Social – Target individuals who consume similar content to your existing customers.
Engagement – Target individuals who have interacted with distributed content (a custom Facebook page, an expandable video ad unit or an online game/application).
Contextual – Target individuals who have visited a partner site that shares a similar interest / topic to your own site.
Retargeting on-site events – help retain and convert existing customers that have already visited your site:
Site – Target individuals based on the specific products viewed, actions taken or actions not taken (such as abandoning a shopping cart).
SEO/SEM – Target individuals based on how they arrived on your site – use the inbound event to better customize messaging.
Email – Target individuals who are interacting with your email programs.
Microsoft tries to convince businesses to choose Office 365 instead of Google Gmail, because it shows targeted ads. Microsoft created a character called Gmail Man, a postman that doesn’t care about people’s privacy and reads their messages to find related ads.
The video argues Microsoft 365 is a business application that, unlike Gmail, carries no ads. Perhaps the creators of the video should have realized Google has a business solution with one of the features of that solution is the ability to disable ads
“Digital marketers today are drowning in metrics, but they don’t know which ones are important or how to connect the dots in a meaningful way that will drive marketing performance”
said Ramsey, eMarketer CEO and co-founder.
Currently US marketer rely on CTR, Traffic to website, Lead generation as you can see on the screenshot below:
According to Source: Digital Impact: The Two Secrets to Online Marketing Success , a new book written by Geoff Ramsey and Vipin Mayar, EVP of McCann Worldgroup, marketers should master these 7 metrics that are critical for performance measurement across digital channels:
The Association of National Advertisers, the Interactive Advertising Bureau and the 4As released their Guiding Principles of Digital Measurement, five principles that the trade groups described as “the foundation of making measurement make sense.”
Five new principles:
1. Move to a viewable impressions standard and count real exposures online.
2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.
3. Because all ad units are not created equal, we must create a transparent classification system.
4. Determine interactivity metrics that matter for brand marketers, so that marketers can better evaluate online’s contribution to brand building.
5. Digital media measurement must become increasingly comparable and integrated with other media.
Yes. I am not mistaken. You can advertise in Google Analytics for free!
How?!?
I haven`t seen this done anywhere in the world. Slovak digital agency – Triad Advertising came with a brilliant idea. They decided to deliver message about Slovak startup Analytics.sk using Google Analytics.
Here you have video, how they did it:
Thx for the inspiration to my colleague Pavol Magic.
