Presentation about the latest trends in online advertising. This is the 2011 version. For more information about this topic, feel free to contact me.

1. A PRESENTATION BY EVAN VAN LISSUM

2. www.slideshare.net/hotei

3. 10 things
to know about
the internet
2011 version

4. 1. What may be true today, might be false tomorrow

5. Source 1: Facebook Europe

6. Source 1: Facebook Europe

7. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now

8. Novelty Normal
Source 2: Peter Hinssen, The new normal

9. NEW RULES

10. 1. Zero tolerance
for digital failure
gmail down for 3 hours --> CNN news
Source 2: Peter Hinssen, The new normal

11. 2. The era of “good enough”
It does not have to be perfect
we do not have to build rolls royces
Source 2: Peter Hinssen, The new normal

12. LESSON 2
Adapt to the new rules

13. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?

14. It’s more likely
to survive a plane crash
than to click on a banner
Source 3: Business Insider

15. Who clicks?
Source 4: Mediapost

16. Who clicks?
• 99% never clicks
Source 4: Mediapost

17. Who clicks?
• 99% never clicks
• 0,9% clicks once a month
Source 4: Mediapost

18. Who clicks?
• 99% never clicks
• 0,9% clicks once a month
• 0,1% are addicted clickers
Source 4: Mediapost

19. Who are those addicts?
Source 4: Mediapost

20. Who are those addicts?
• Female
Source 4: Mediapost

21. Who are those addicts?
• Female
• 45+
Source 4: Mediapost

22. Who are those addicts?
• Female
• 45+
• They love gambling
Source 4: Mediapost

23. Who are those addicts?
• Female
• 45+
• They love gambling
Same people who
love to talk to telemarketeers
Source 4: Mediapost

25. Banners can work, even overlooked.
Buy cheap space. Nobody sees the ads
anyway. The subliminal effect is the same.
Source 5: Advertising Lab

26. LESSON 3
Think beyond the banner

27. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better

28. TV or online?

30. LESSON 4
TV + online = win.

31. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct

32. Google
by the average marketeer

33. Source 7: Karl Gilis, AG Consult

34. 80%
of your visitors
are interested in the
same 2 things

36. Be extremely
TO THE POINT
Source 9: Jason Putorti

37. Be extremely
TO THE POINT
• people don’t read, they scan
Source 9: Jason Putorti

38. Be extremely
TO THE POINT
• people don’t read, they scan
• think in flows, not in screens
Source 9: Jason Putorti

39. LESSON 5
Don’t make users think

40. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct
6. Go mobile

41. 50% of the people suffer of
Nomophobia
the fear of being out of mobile
phone contact.
(lost, run out of battery or credit, no
network coverage)

43. Use
responsive design

44. Source 10: Boagworld

46. Mobile
advertising

47. 58%
of teens say they “always” or
“sometimes” look at mobile ads
Source 11: The Nielsen Company

48. LESSON 6
Go mobile

49. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct
6. Go mobile
7. A QR code will not make your brand cool

50. QR code
A key to unlock value for the consumer

51. create
• Qurify, Kaywa, Scanbury, QR Stuff, Delivr
• Google’s URL shortener

52. create
• Qurify, Kaywa, Scanbury, QR Stuff, Delivr
• Google’s URL shortener
scan

53. create
• Qurify, Kaywa, Scanbury, QR Stuff, Delivr
• Google’s URL shortener
scan
• iPhone: downloadable app iTunes
• Blackberry, Android: Scan Life

54. Source 12: 2D code

55. 3 reasons to scan
Lessons from Japan
Source 12: 2D code

56. 3 reasons to scan
Lessons from Japan
• To use a coupon (31%)
Source 12: 2D code

57. 3 reasons to scan
Lessons from Japan
• To use a coupon (31%)
• To apply for a special promotion (31%)
Source 12: 2D code

58. 3 reasons to scan
Lessons from Japan
• To use a coupon (31%)
• To apply for a special promotion (31%)
• To have more information on a product (23%)
Source 12: 2D code

59. A QR code on your
business card will
not increase your sales.
Neither
will it make you look cool

60. LESSON 7

61. LESSON 7
make sure it is
VERY REWARDING...

62. LESSON 7
make sure it is
VERY REWARDING...
...and that it
WORKS!

63. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct
6. Go mobile
7. A QR code will not make your brand cool
8. Go Facebook, Facebook and Facebook

67. =
internet

69. Only 3 things matter today
Facebook + online video + mobile web
the rest is becoming irrelevant
less SEO, more FB ads

70. LESSON 8
Go Facebook

71. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct
6. Go mobile
7. A QR code will not make your brand cool
8. Go Facebook, Facebook and Facebook
9. Cherish your fan page like a holy shrine

72. How to get fans
on your Facebook
page?

73. T-shirt brand?

74. Source 15: Ad Age

75. not a
T-shirt brand?

76. Facebook Ads

77. Sponsored Stories

78. Facebook Ads
http://www.facebook.com/ads/create/

79. Facebook Ads
http://www.facebook.com/ads/create/
Step 1: define budget (f.e. € 10.000)

80. Facebook Ads
http://www.facebook.com/ads/create/
Step 1: define budget (f.e. € 10.000)
Step 2: define target --> CPC (f.e. € 0,5)
= 20.000 visits

81. Facebook Ads
http://www.facebook.com/ads/create/
Step 1: define budget (f.e. € 10.000)
Step 2: define target --> CPC (f.e. € 0,5)
= 20.000 visits
Step 3: Guess click conversion (fun, hot,...)
Like ads (5%-15%):
= 1.000-3.000 fans (€ 10 - € 3,5 per fan)
Sponsored stories (25%, up to 80%)
= 5.000 fans (€ 2 per fan)

82. Facebook Algoritm
• wall updates will not reach all fans.
• Users will only receive messages if they are
relevant to them
• Number of impressions on the wall thus depend
on the degree of interaction
• The less likes and comments the less people will
respond on your posts the next time
• Interaction is crucial to keep a page alive !

83. When to post?

88. LESSON 9
Keep interacting with your fans

89. 1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct
6. Go mobile
7. A QR code will not make your brand cool
8. Go Facebook, Facebook and Facebook
9. Cherish your fan page like a holy shrine
10. Going viral

90. some tips for
viral video success
www.viralvideochart.com
Source 18: Social Times

91. Tip 1:
Use pets
Standing cat

94. 4.218.893 views

95. Tip 2:
Remix popular videos
PUSS in boots

98. 2.868.283 views

99. Tip 3:
Pain is power
Belgian army

101. 103.883 views

102. Tip 4:
Hidden camera is fun!
Carlsberg stunts with bikers in cinema

104. 5.171.057 views

105. Tip 5:
The weirder the better
An experiment

107. 156.917.309 views

108. Tip 6
Epic fails
Nunchucks pro

110. 1.187.293 views

111. LESSON 10
The success of viral videos is
unpredictable.
Try, fail, be patient.

112. Links of sources
1. http://slidesha.re/kZOZEq
2. http://bit.ly/9C3izO
3. http://read.bi/lKXOh4
4. http://bit.ly/eIr4Ki
5. http://bit.ly/pArPi2
6. http://tinyurl.com/6jflrmp
7. http://bit.ly/6J4Zt8
8. http://bit.ly/oyIXgh
9. http://slidesha.re/9MPmXG
10. http://bit.ly/rdzREP

113. Links of sources (2)
11. http://bit.ly/amyVlC
12. http://2d-code.co.uk/qr-code-hype/
13. http://theunderstatement.com/
14. http://dthin.gs/l27fAg
15. http://bit.ly/q9TVj9
16. http://bit.ly/eBsQs1
17. http://read.bi/nVk9vu
18. http://www.socialtimes.com/tag/viral-video-laws/

114. More work and wisdom
at booth D10
1. What may be true today, might be false tomorrow
2. We are halfway...adapt now
3. Still using banners?
4. Cross media works better
5. Be extremely direct
6. Go mobile
7. A QR code will not make your brand cool
8. Go Facebook, Facebook and Facebook
9. Cherish your fan page like a holy shrine
10. Going viral
for a presentation at your office: evan@theparkinglot.com