Get Fact Up Episode 1: Online Advertising
Hi, my name's Chris Hogan founder and CEO of MeMedia. Let's get fact up! Today, we're gonna introduce a few of the most popular advertising platforms, Google, Facebook and YouTube. According to Roe Morgan,
1,600,000 Australians forward and plus, clicked
on an advertising ad in the past four weeks. That's a growth of almost
50% in the past four years. But what ads are being
clicked on, and where are the ads being placed? Today we're gonna get
fact up on where you can place your ads online. Let's start with Google. The most common ads you've seen would be the ads that appear in
the Google search engine results pages.
Those are called search ads. Google retained the biggest
share of global ad revenue and by a large margin. The company claimed a
31.1% share this year, a slight dip from its share last year. While runner-up Facebook secured 7.75%. Clicks on page search listings
beat out organic clicks by nearly a two-to-one margin, for keywords with high
commercial intent in the US. In other words, 64.6% of people
clicked a Google search ad when they were looking
to buy things online. Within Google display, there's
a product called Remarketing whereby we can re-target
people who have visited your website and are on
other websites within the Google display network.
Ads appear on those websites
which encourage visitors to come back. Within remarketing, there's a new product called Customer Match, which
lets advertisers upload their customer and commercial email addresses into Adwords. This launch was in early 2015, in a report by the Wall Street Journal. But the new targeting capability extends beyond search to include
both YouTube TrueView ads and the newly launched
native ads in Gmail. Google matches the email
addresses against those of signed-in users on Google. This allows marketers to reach people who delete their cookies. Now on to Facebook. Facebook has been named
one of the most effective advertising platforms, by
advertising professionals as reported by E-Marketer
in October this year. Facebook is adding thousands
of instant articles to iPhone users beginning today. The mobile-friendly,
fast-loading, image-heavy article pages loaded within Facebook and keep the users within the app.
Publishers are eager to
jump in, since it can keep advertising revenue
and show its content to millions of users. Daily Dot, The Dodo, Cosmopolitan, Mike, and The Bleacher Report
are just some of the two dozen publishers being added. Every second, there are over 20,000 people on Facebook, spending up to 40 minutes on the platform. That alone makes this advertising platform very valuable to marketers. In February this year,
Facebook gave us product ads, bringing social shopping
to the Facebook platform. And while their video ads
launched back in 2014, they've really taken off
this year, representing 22% of total ads band on the platform in June.
E-Marketer reports that
Facebook and Instagram will control nearly 65% of
social media advertising budgets this year. Since February, Facebook
has seen a 25% growth in ad buyers, bringing its
total to 2,500,000 advertisers regularly spending money on the platform. You can see links to how to get started on Facebook advertising here in this blog. Now, I'm sure we've all heard of YouTube. One of the greatest ways
to engage people on YouTube is through TrueView Advertising, which is a pre-roll video that
plays prior to you watching a user-generated video content. With TrueView ads, marketers are charged when users watch more
than 30 seconds of the ad that you've uploaded, or
visit the advertiser's landing page. According to Marketing
Land, advertisers running video ads on YouTube
has grown more than 40% year on year. "The average spend per
advertiser for the top "100 advertisers is up
over 60% year on year." And according to YouTube
statistics, TrueView grew 45% in 2014, showing strong growth in new advertisers adopting TrueView. YouTube is a great place
for marketers to share their existing TVCs, or create
digitally-crafted campaigns which are designed for
better online engagement.
Me Media believe it's really
important for businesses to become educated on digital advertising, so that you can target your
advertising with laser precision to your ideal client. That's what these digital
platforms provide. So who's using what channel? According to an ad week inforgraphic from earlier this year, social
media's biggest platform, Facebook, isn't dying, but
is getting much grayer, with nearly 50% of its audience over 35. And in a recent survey done
by the Wall Street Journal, teens are preferring Instagram,
Twitter and Snapchat.
But of course, the news
isn't all bad for Facebook because they bought
Instagram early in 2012. Good one, Facebook! So in the importance of
time, we'll wrap this one up and we'll continue next
week with more information about online advertising. Thanks for coming and getting
fact up with Me Media..
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