Digital advertising, evolution and trends
This is the Master’s Thesis on Digital Advertising that I submitted in February 2017. Now that I have this blog up and running, I am returning to it to be able to share it with you and, above all, to little by little, review and update it. What is the current data? Did the predictions come true? Soon! For now I leave you the bases and concepts.I also want to take the opportunity to thank all those marketing professionals who kindly answered my questions to enrich my work as a bookworm. In order of appearance:
expert in Emotional and Experiential Marketing.
And now, I leave you with a summary of my Master’s Thesis on Digital Advertising. The complete TFM will be available. TFM on Digital Advertising Online media rely heavily on digital advertising
so for many it is their largest source of income
or even the only one. With this work, what is intended is to take a journey through the history of advertising, from that first banner in 1994 How can you take advantage of all this to get the most out of digital advertising? And above all, where are you at right now?Evolution of offline to online advertising
The evolution of Advertising
We can say that since its birth, there have been three types of advertising, which can be summarised as follows:Advertising 1.0 is what has existed since the 17th century until the development of the Internet begins. That is, it is equivalent to ATL (above the line) Advertising: television, radio and press.Advertising 2.0 does not “invent” anything new. It is about transferring what is already known to the new network and it follows paths similar.
new ways of advertising,
of reaching the people: the consumers.Thus, Advertising 3.0 emerges . Despite the global economic crisis, we live immersed in a world of fierce consumerism, in which we have multiple possibilities of choice. Before the Internet, you asked your mother, your friends, your next-door neighbour, before buying something. Now you investigate in search engines, pages, blogs… Brands realise this and want to be in the conversation, generate trust: “brands must behave like people.” Which is possible thanks to the rise of social networks in 2009.
Definition of Digital Advertising
It is basically about getting the advertising messages that have always been served through radio, television and posters to the target audience, through the most optimal digital channel : email marketing, web search engines (SEM), social networks… in order to learn about products and services .The advantage is that being digital means being able to exercise greater control over the target audience. Before, advertising was done taking into account the audience of a television program, radio or the press.
And now it is done through cookies and studying the behaviour
the individual on the Internet.Basic principles of the digital ecosystem As in any communication system, it starts with a sender and a receiver – to whom you want to send a message through a series of channels and formats.If we do not know how to reach the customer with our message (display, video, text…), it does not matter how good our products or SEO services are. As for channel and format ,
you must determine channels to use, what formats,
investment and focus of each one, etc.But you can’t stay alone in a conversation. It is about conversion , and in order to achieve it, a series of factors must be taken into account in every campaign:Cookies They allow the user to be tracked and know what they have visited, when, etc. Which helps to personalise and optimise interactions with him by knowing what interests him.KPIs or Performance Indicators . Thanks to them we can know if the campaign has worked and has met (or not) our objectives.Tools :
not only to carry out the campaigns,
but also to measure and analyse the KPIs (which must be defined according to our campaign)And of course a fundamental part of the ecosystem is technology , which allows us to reach computers, mobile phones and tablets, as well as optimise and analyse the performance of campaigns Features of online advertising
The parameters to measure in digital advertising campaigns will depend on their objectives and the format we are talking about, or even the sector. But there are some that are basic:In the case of the display, the number of impressions delivered, and their visibility: if they are in the lower half of the screen and the user does not scroll, they will not be seen, no matter how much they are served.CTR (Click Through Rate): If it is a high CTR, that means that our campaign has generated interest, since many users have clicked. Expressed as a percentage: the number of clicks divided by the number of impressions served, times one hundred.Unique Users (UU): A unique user is not so much a person, but an IP (sometimes cookies and registration IDs can also be considered). That is, each device.