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Online Marketing Boot Camp: Outlooks in Online Advertising

Online Marketing Boot Camp Presentation: Current State & New Outlooks in Online Advertising.

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Online Marketing Boot Camp: Outlooks in Online Advertising

  1. 1. Online Advertising: Today > Web 3.0 Alec Newcomb Vice President, MyWebGrocer
  2. 2. 304 Years of Print Advertising in America
  3. 3. “… you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” And he’s smiling. Rupert Murdoch, CEO News Corp, Wired 2006
  4. 4. In 1965 an advertiser could reach 80% of Americans by running an Ad on ABC, CBS, and NBC.
  5. 5. In 2004 the share of ABC, NBC, CBS, Fox was 31% By March of 2008 network viewership had dropped to 37.6 million – That’s 12% of the US
  6. 6. 17.2 % of these households have a DVR
  7. 7. On average, the networks are off the mark by 10% from last year in total viewers and off 17% in the 18- to 49-year-old demographic. May 18 TVweek
  8. 8. People's time spend online is between 30% and 40% Advertising expenditure online is 9%
  9. 10. The most popular video on YouTube has been seen 88 Million Times
  10. 11. “ The days of making funny things that may or may not have an effect on the client's business are ending.” Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky AdWeek March 2008
  11. 13. Where we are today Web 2.0
  12. 14. 141 Million unique US visitors in April 2008
  13. 16. VS Ford $9.6 Million two 60 second spots Toyota $2.8 Million - One Ad plus search keywords Toyota increased it’s website traffic by 300% Super Bowl 2007
  14. 17. By this time next year… Google's search business alone will be larger and more profitable than the most profitable monopoly in history -- Microsoft Windows.
  15. 18. $2 Million per minute
  16. 19. “ We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards Vice President, Global Brand & Category Management Nike New York Times October 2007
  17. 20. Google AdWords AdSense DoubleClick YouTube Blogger Gmail Microsoft AdCenter Atlas aQuantive WindowsLive MSN Hotmail VS
  18. 21. May 8, 2008 Tools for different jobs: Search & Display Advertising
  19. 22. How do I make Money Online?
  20. 23. The Deck: The ad network of creative, web and design culture
  21. 24. “ The idea of an ad network is… disaggregating the ad spend from the content. And you can only push that so far before the content becomes less good” Jim Spanfeller President of
  22. 25. Web 1.0 Email, Search, Communicate, Consume Share and Create Web 2.0 Web 3.0
  23. 26. "640K ought to be enough for anybody.” Bill Gates, 1981
  24. 28. <ul><li>Surprise…You’re the Brand! </li></ul>
  25. 29. <ul><li>You trust your peers and select brands that you love </li></ul>
  26. 31. If you had 15 minutes: 17 % Check out social networking sites 17% Talk on your cellphone 14% Watch TV
  27. 33. MySpace Users: 32% Increased internet use 26% Increased email usage 24% Increase instant messaging
  28. 34. “ I don’t want companies to advertise to me. I want them to be my friend.” Rob, 27 Los Angeles
  29. 35. Every minute, 10 hours of video are uploaded to YouTube
  30. 36. We search for everything. Make it local. Track it ALL online. Market where people spend their time
  31. 37. Attribution-NonCommercial [email_address]