Choosing the Best Digital Advertising Solutions to Reach Your Marketing Objectives

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Rose Hicks
7 years ago
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1 Choosing the Best Digital Advertising Solutions to Reach Your Marketing Objectives 1

2 Machin, Erica. Digital image. What Is Earned, Owned & Paid Media? Titan SEO, n.d. Web. 14 June

3 Uses for the Popular Digital Media Solutions Depending on where a consumer is in the marketing funnel, different digital media tactics will be best to reach that consumer. 1. Banner advertising, video and native ads are awareness building solutions. 2. Custom content starts to communicate a story to consumers. 3. Retargeting keeps your brand and message top of mind 4. Paid Search reach consumers that are ready to book a trip and place to stay. 3

4 Uses for the Popular Digital Media Solutions Paid Search Banner Advertising Website Retargeting Social Media Advertising Video Advertising Native & Content Advertising Advertising Traffic to Website Visitor Guide Requests Newsletter Signups Click-outs Branding 4

5 Misuse of Digital Solutions Many digital media solutions are often misused by advertisers with a desired effect that is contradictory to their mediums intended use. 5

6 Top Offenders Banner Advertising Wanted for driving traffic to a website Better used as an affordable branding tool to keep a destination top of mind and reaching consumers in the awareness building stage. 6

7 Top Offenders Video Advertising Wanted for driving traffic to a website Better used as a branding tool and alternative or compliment to TV advertising. Encourages site, sound, motion and emotion from consumers to truly promote a destination. 7

8 Top Offenders Rich Media Banner Advertising Wanted for driving traffic to a website Better used as a branding tool and often does not perform any better than static banner ads to encourage website traffic. 8

9 Native Advertising vs. Banner Advertising 25% more consumers were measured to look at in-feed native ad placements rather than standard banners. Consumers looked at native ads 52% more frequently than banner ads. 32% of consumers would share a native ad with their friends and family. Many Native ad placements are sold on a cost per click where you only pay when a user engages with the ad. "Native Ads Vs. Display Ads." Native Ads Vs. Display Ads. Sharethrough, n.d. Web. 20 June Users have a different mindset when they click on content focused native ads. They are engaging with the ad in order to read or experience content and will ultimately engage with the advertising brand. Banners are now more of an digital, online, billboard. 9

10 Video Multi-device Video Platforms Averages a 98% completion rate on videos Eliminate wasted views with hyper targeting Hulu gives you the traditional TV advertising opportunity with targeting and not the cost of traditional TV Stronger branding than available with TV Provides more user engagement data than hulu Eliminate wasted views with hyper targeting Can be more cost effective on a limited budget with a Cost Per View model 10

11 Developing Owned Media Lake of the Woods Tourism Over 60 videos posted to their YouTube Channel Content ranging from Fishing Reports, Destination Highlights, Fishing Best Practices, Lodging Info and more 165,666 views of video content 11

12 Pandora Radio Pandora Radio Ads and Companion Banners Audio ads are in their native environment on Pandora, woven seamlessly into the individual listening experience. On most platforms Audio ads are accompanied by a display unit, giving visual support to audio messaging. Reach your target audience in the car, at work and at home Combination of radio-like digital audio and banner advertising 12

13 Digital Geofence Locations & Retarget Consumers 1. Designate a location to geofence. Provide the address and customize targeting radius 2. Serve ads to people who enter geofence location 3. Collect a pool of impressions for retargeting Niche Audience Discovery Trade Shows Sporting Events Golf Courses Industry Events Shopping Centers Competing Destinations 13

14 Digital Advertising Best Practices 14

15 Who Determines Online Advertising Best Practices? The Interactive Advertising Bureau (IAB) serves as digital media s biggest watchdog, comprised of the leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Five Key Priorities 1. Provide a transparent, liquid, and safe marketplace for digital advertising and marketing transactions. 2. Create a consistent approach to measuring and assessing digital media 3. Ensure the value of publishers audiences are realized 4. Make mobile easier to buy, sell, and measure 5. Make it easier to buy, sell, create, deploy, and measure engaging digital advertising. 15

Best Practices Advertising campaigns should be launched in advance of a desired event, promotion or season. Consumers can take 60-90 days to plan a trip or getaway.

16 Best Practices Advertising campaigns should be launched in advance of a desired event, promotion or season. Consumers can take days to plan a trip or getaway. Ads should be targeted to the most relevant audience for your destination. If you want to encourage dining and shopping, utilize those targets in your campaigns The ad creative should speak to the target audience. If reaching fishermen, include imagery of the big catch, boating, and other relevant examples. Ad creative should have a clear call to action to encourage engagement by consumers. The landing page that the ad directs to should be relevant to the target audience and to the ad itself. If the ad creative showcases great shopping, don t direct to a lodging page. Timing Simplicity Targeting Relevance 16

17 Planning a Digital Strategy 17

Planning a Digital Strategy Creating a Comprehensive Digital Plan When looking at marketing goals, try to think beyond clicks and impressions.

Is your messaging being heard over the multitude of digital advertisements consumers are exposed to?

18 Planning a Digital Strategy Creating a Comprehensive Digital Plan When looking at marketing goals, try to think beyond clicks and impressions. Programmatic How are consumers being reached by you and your competitors? Is your messaging being heard over the multitude of digital advertisements consumers are exposed to? Utilizing multiple tactics can help to keep your destination top of mind and in the consideration for travelers Social Media Advertising Pandora Radio Display & Retargeting Target Audience In-Feed Native & Content Advertising YouTube & Pre-roll Video & Hulu Targeted Blasts 18

19 Measuring the Success of a Digital Campaign For destination marketers it can be difficult to measure the success of any advertising campaign because there is no hard conversion metric. Hotel chains are reluctant to share booking data and tracking technology can still be unreliable. The best way to measure the effectiveness of a digital campaign is to go beyond the click and look in to Google Analytics data. 19

Measuring the Success of a Digital Campaign Bounce Rate - the percentage of single-page sessions (i.e. sessions in which the person left your site without interacting with the page).

more. If one the bounce rate for a digital campaign is significantly higher than all other traffic sources to that same

20 Measuring the Success of a Digital Campaign Bounce Rate - the percentage of single-page sessions (i.e. sessions in which the person left your site without interacting with the page). This can be effected by numerous variables including ad creative, landing page usability, media campaign targeting and more. If one the bounce rate for a digital campaign is significantly higher than all other traffic sources to that same web page, there may be a targeting issue with that campaign. 20

21 Measuring the Success of a Digital Campaign Avg. Time on Page - The average of the amount of time all visitors to a page spend on that particular page. For instance, if the average time on page for a lengthy blog post is only 10 seconds, it s safe to assume that most visitors aren t actually reading the post unless you have the speediest readers on the web. When utilizing content articles for the landing page of an advertising campaign the average time on page should be at least equal to the organic traffic to that same page. 21

22 Questions? 22

23 THANK YOU EXPECT TO WIN. EVERY MARKET. EVERY PROSPECT. EVERY TIME.

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