education marketing - higher education marketing

Digital Marketing for Higher Education

February 24th, 2011

Doug Yearick - dyearick@adready.com

Jonah-Kai Hancock - jkhancock@adready.com

@AdReady www.facebook.com/adready

AdReady Company Background

Established June 2006• Digital Display Advertising Platform

Industry-leading executive team and board

Since 2007, AdReady’s award-winning platform has been used to:• Traffic more than 600,000 creatives• Access inventory on over 150,000 sites• Manage campaigns for more than 6,000 advertisers

We have deep experience higher education marketing

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© 2010 AdReady, Inc. Confidential 2

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Agenda

The Challenge for Higher Education

Display Advertising Ecosystem

Display Advertising Best Practices

Case Studies

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The Challenge for Higher Education

Jonah-Kai Hancock

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The Challenge for Higher Education

Enrollment

Cost effectively drive new enrollments• Limited budgets• Limited staff• Targeting the appropriate audience• Major audience shift from traditional to online

Awareness

Generate awareness of adult education programs• Consistently• Brand Guidelines• On trusted publishers

© 2010 AdReady, Inc. Confidential

Where are your prospective students today?

© 2010 AdReady, Inc. Confidential6

*eMarketer – Dec 2010

TV & Video Internet Radio Mobil Newspaper Magazine Other0

50

100

150

200

250

300

Share of Time Spent with Media

2008 - 635 min2010 - 660 min

Major Media Type

Tim

e in

Min

utes

Where are your prospective students tomorrow?

“Marketers need to pay attention to these trends as they project budgets and develop marketing strategies for the coming year—and years.” ~Lisa Phillips eMarketer

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TV & Video Internet Radio Mobil Newspaper Magazine Other0

50

100

150

200

250

300

Share of Time Spent with Media

2008 - 635 min2010 - 660 min2011 - 675 min

Major Media Type

Tim

e in

Min

utes

Advertising dollars are following this trend…

© 2010 AdReady, Inc. Confidential8

*ZenithOptimedia – Dec 2010

Television Newspapers Magazines Internet Radio Outdoor Cinema0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Global Advertising Spending by Medium

20072011 Forecast

Online advertising continues to grow

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2009 2010 2011 2012 2013 20140

5

10

15

20

25

30

35

40

18.2

21.25

23.71

27.49

30.61

34.76

Online Advertising Spend

Online

Year

In B

illio

ns

*eMarketer – Dec 2010

Display advertising is the fastest growing…

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2009 2010 2011 2012 2013 20140

5

10

15

20

25

30

35

40

Online Advertising Spend

OnlineSearchDisplay

Year

In B

illio

ns

*eMarketer – Dec 2010

Does digital marketing work for EDU?

Increase in Education customer base by 25% over last year

UW Foster, Lincoln Tech, University of St. Thomas are some of our largest

We help, non-profit, for profit, and Online alike

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Marketing strategy should follow audience

© 2010 AdReady, Inc. Confidential

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Traditional channelsA . I . D . A

Action!

Awareness

Interest

Desire

Marketing strategy should follow audience

© 2010 AdReady, Inc. Confidential

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Action!

Awareness

Interest

Desire

Digital channelsA . I . D . A Traditional channels

Social

Search

Website

© 2010 AdReady, Inc. Confidential14

So… where is your audience online?

News 2%

Entertainment 11%

Portals 17%

Social Networking 34%

Display Advertising Ecosystem

Display advertising the first few years

16www.bluekai.com

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Display advertising the first few years

17www.bluekai.com

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Display advertising the first few years

18www.bluekai.com

•IO’s•Emails•Phone calls•Creative iterations•Consolidation

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Display advertising the first few years

19www.bluekai.com

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Costs Complexity

•IO’s•Emails•Phone calls•Creative iterations•Consolidation

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Cost and complexity prohibit adoption

Buying• Require multiple I/O’s for multiple publishers

Creative• Resources are expensive and best practices require

multiple iterations of creative

Targeting• Complex targeting options differ between publishers

Optimization• Consolidation, analysis and optimization for each

publisher takes lots of time

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Leading to poor Display Advertising results

The typical advertiser has historically faced two poor options:

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1. Settle for generic, more simplistic approach

Outcome: poor results

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Leading to poor Display Advertising results

The typical advertiser has historically faced two poor options:

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1. Settle for generic, more simplistic approach

2. Put time, effort and expense into best practices

Outcome: poor results Outcome: high operational costs

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Display Advertising today

Demand Side Platforms reduce the costs & complexities

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Demand Side Platform

•One platform that manages the entire Display Process•Integration with all major Ad Networks, Publishers, etc. •Consolidated reporting and optimization capabilities•Best practice processes built into the platform•Auto-optimization and start/stop capabilities

•IO’s•Email’s•Phone calls•Creative iterations•Consolidation

Best Practices for Display

Doug Yearick

© 2010 AdReady, Inc. Confidential

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Best Practice Creative

Creative Goal:• Right audience, right message, right offer at the

right time…

Creative Assets• At least 2-3 pieces of creative per campaign

Offer Selection• At least 2-3 offers to test per campaign• Different types of offers for different stages of

marketing funnel

Test, Test, Test• Test each part of the creative asset

Test, Test, Test

© 2010 AdReady, Inc. Confidential

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Best Practice Audience Targeting

Know your target audience• Who

Demographically

Geographically

Behaviorally

• WhereOn big, popular, mass-reach sites

On content-relevant niche sites

On geo-specific sites

On any site that has relevant content – “contextually targeted”

Have a multi-pronged approach• High-reach marketing campaigns (RON Awareness)• Very targeted marketing (Re-Targeting)

Test & Iterate across networks 28

Best Practice Audience TargetingPe

rfor

man

ce

Reach

Retargeting

Keyword

Behavioral

Site/ Channel / Content

Demographic

Geographic

RON29

Best Practice Buying

Automate buying process through a platform

Test each publisher, network, exchange to find where your audience is located

Test different types of creative/offers across each network

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Best Practice Optimization

Continually manage campaigns and make adjustments – regular commitment

Take advantage of automated solutions that help optimize campaigns automatically

Find campaigns which are winners & losers – wash, rinse & repeat

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Recommended optimizations activated by 1 click

Case Studies

Case Study

The Challenge:• Drive awareness and enrollment of their programs among an

affluent audience in a tightly geo targeted areas on a tight budget

Tactics:• Thorough audience segmentation analysis• Aggressive Media Plan• Hit key target sites • Test, Test, Test

The Results:• Within four months of launch,• 12+ million impressions• Average CTR of 0.08%• Avg CPM of $2.95.

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Case Study

The Challenge:• Manage Display Advertising w/o technology to assist• What we call a “DIY” customer

Tactics:• Start small on focused sites/networks• Expand program awareness slowly• Identify which publishers/networks work and focus

The Results:• Over the last year• 60+ million impressions• Average CTR of 0.12%• Avg CPM of $2.17

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Whitepaper Offer

Whitepaper • “Precision Campaigns: Integrating

Creative Automation & Micro Targeting”

E-Mail: • dyearick@adready.com

Thank You

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