education marketing - higher education marketing
DESCRIPTION
Display Advertising is discussed for Higher-Education Marketers.TRANSCRIPT
Digital Marketing for Higher Education
February 24th, 2011
Doug Yearick - [email protected]
Jonah-Kai Hancock - [email protected]
@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: • [email protected]
Thank You
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