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Blue Fountain Media Senior Marketing Strategist Ashley Kemper discusses some of the best online advertising options that are available outside of search engines.
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Online AdvertisingBeyond Search
Presented by:Ashley Kemper
Senior Marketing Strategist
Blue Fountain Media | Ashley Kemper | @theashleykemper
Origins of Search
State of the Search Union
Advertising beyond Search
Blue Fountain Media | Ashley Kemper | @theashleykemper
Origins of Search Advertising
Blue Fountain Media | Ashley Kemper | @theashleykemper
Blue Fountain Media | Ashley Kemper | @theashleykemper
Google: 2000
Blue Fountain Media | Ashley Kemper | @theashleykemper
Blue Fountain Media | Ashley Kemper | @theashleykemper
State of the Search Union
Blue Fountain Media | Ashley Kemper | @theashleykemper
2012 2013 2014 2015 2016 2017$25
$50
$75
TV Digital Print
$ in
Bill
ions
Blue Fountain Media | Ashley Kemper | @theashleykemper
$25billion
projected search advertising spending in 2015
Blue Fountain Media | Ashley Kemper | @theashleykemper
Mobile is Saving the Search Market
2012 2013 2014 2015 2016 2017 20180
10000000000
20000000000
30000000000
40000000000
Mobile Search Desktop Search
$ in
Bill
ions
Blue Fountain Media | Ashley Kemper | @theashleykemper
2013 AdWords Impressions
1.1 Billion
1.1 Billion
6.5 Billion
910 Million
285 Million
167 Million
Blue Fountain Media | Ashley Kemper | @theashleykemper
Why’s it all gotta be about Google?
Blue Fountain Media | Ashley Kemper | @theashleykemper
But what are my customers doing when they’re not on Google?
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising Beyond Search
Blue Fountain Media | Ashley Kemper | @theashleykemper
The Funnel
Curiosity & Research
Planning & Due Diligence
Commitment
Blue Fountain Media | Ashley Kemper | @theashleykemper
The Funnel
Curiosity & Research
Planning & Due Diligence
Commitment
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising to the Top of the Funnel
Blue Fountain Media | Ashley Kemper | @theashleykemper
Top of Funnel Goals
Generate Awareness Content Views
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ad Spending
2012 2013 2014 2015 2016 2017 20180%
25%
50%
75%
100%
Banner Video Rich Media Sponsorships
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ads: Samsung “Instant Satire”
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ads: IKEA “Learn IKEA Curtains”
Blue Fountain Media | Ashley Kemper | @theashleykemper
Display Ads: JetBlue
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising to the Middle of
the Funnel
Blue Fountain Media | Ashley Kemper | @theashleykemper
Middle of Funnel Goals
Repeat Visitors Product/Service Education
Blue Fountain Media | Ashley Kemper | @theashleykemper
US Social Network Ad Revenue (billions)
2011 2012 2013 2014 2015
$2.45
$3.14
$4.32
$5.50
$6.70
7.6% 8.5% 10.2% 11.6% 12.8%
Social Ad Revenue % of digital ad spending
Blue Fountain Media | Ashley Kemper | @theashleykemper
Funnel Position
YouTube
Google+
Tumblr
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Only First Middle Last
Blue Fountain Media | Ashley Kemper | @theashleykemper
Video: Dyson71,000 Interactions
Blue Fountain Media | Ashley Kemper | @theashleykemper
Video: Dyson2.9+ Million Interactions
Blue Fountain Media | Ashley Kemper | @theashleykemper
Remarketing: Puma
Blue Fountain Media | Ashley Kemper | @theashleykemper
Blue Fountain Media | Ashley Kemper | @theashleykemper
Video Remarketing: Nissan
Blue Fountain Media | Ashley Kemper | @theashleykemper
Advertising to the Bottom of the Funnel
Blue Fountain Media | Ashley Kemper | @theashleykemper
Bottom of Funnel Goals
Avert Objections Complete a Purchase
Blue Fountain Media | Ashley Kemper | @theashleykemper
Dynamic Promotions
Blue Fountain Media | Ashley Kemper | @theashleykemper
Mobile ad growth potential
2012 2013 2014 2015 2016 2017 20180
5
10
15
20
25
Rich Media & Sponsorships Video
Billi
ons
Blue Fountain Media | Ashley Kemper | @theashleykemper
Mobile: US Open
Blue Fountain Media | Ashley Kemper | @theashleykemper
Instead of this…
Curiosity & Research
Planning & Due Diligence
Convert
Blue Fountain Media | Ashley Kemper | @theashleykemper
Get this!
Curiosity & Research
Planning & Due Diligence
Convert
