Essay on Implementing Digital Campaigns

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Contents

Slide 2 2 Slide 3 3 Slide 4 4 Slide 5 5 Slide 6 6 Slide 7 7 Slide 8 8 Slide 9 9 Slide 10 10 Slide 11 11 Slide 12 12 References 13 Appendix A – VisitBritain Company Background 14 Appendix B 16

Slide 2

Chaffey and Ellis-Chadwick (2012) simply define online or digital advertising as achieving marketing objectives through applying digital technologies .

The Internet Advertising Bureau reported that digital ad spend grew to £2.591 billion in the first half of 2012, up 12.6% on the same period in the previous year.

Slide 3

The majority of VisitBritain’s online advertising budget is spent on the Yahoo network. The Yahoo network gives VisitBritain global targeted reach and is cost effective as the campaign can be easily managed from head office without the need for on territory staff.

Slide 4

Interstitial advertising is heavily used in tourism marketing campaigns and on VisitBritain’s tactical campaign spend with Expedia these formats have been used to capture users attention and drive Britain bookings. The most common interstitial advertising format is digital banners. These banners appear on loading pages between users’ searches and the results pages of these searches. Traditionally they are a non-clickable format, and therefore ideal for branding, but more recently the option to make them clickable has become available making them also suitable to tactical campaigns.

Slide 5

Banner ads first appeared on the web in 1994, they are paid ad placements using graphical or rich media within a web page to attract the attention of customers and lead them to an action – book, download, browse etc.

Although some marketing professionals believe banners advertising is dying out, the Internet Advertising Bureau (IAB) report that 49% of the display advertising spend in the UK in the first half of 2012 was on banner advertising. The main growth area with this media is coming from banners on social media and video content within banners. VisitBritain invested in banners on Facebook which delivered the greatest volume of both impressions and clicks, accounting for 83% of the traffic to the Virgin Atlantic website.

Slide 6

Networks ads began in the year 2000 and back then the sale of online advertising was a direct transaction between an advertiser and a publisher. The advertiser or agency bought impressions in the thousands, they then created the ads and filled the space. Then along came the ad network who acted as a sales representative buying unsold inventory from the publisher. They applied technology, aggregated the audiences and sold packaged inventory on to the buyer making it easier to reach a specific target audience.

Slide 7

Here is an example of Network advertising - VisitBrtiain’s youth marketing tactical campaigns are run in partnership with STA Travel and as part of the campaign we buy network ads in Australia. We are currently running a campaign with a target of 2,300,000 impressions.

Slide 8

Advertisers

Targeted Low Cost - it the objective of a campaign is brand awareness then Network Ads are a suitable media buy as they offer the advertisers low cost, targeted global reach to an engaged audience which will deliver high impressions.

Sites

Income Generation - site owners get to make money from their website by selling off remnant and unsold inventory.
Business is provided - the Ad Network provides a large number of potential advertisers for sites and minimises the amount of account management and technical work the site needs to do.

Slide 9

Advertisers

Click through rates – if the objective of the campaign is tactical then Network Ads are not the most suitable media as although they can deliver high reach they do not guarantee high click through rates. According to Doubleclick (the display advertising arm of Google) the typical open rate across Europe, Middle East and Africa is 0.9% with the UK coming in slightly less at
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