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Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
Diversification of Digital Advertising
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Diversification of Digital Advertising

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Christy Belden, VP of Media + Marketing, discusses what you need to know about digital advertising for your business, including ad targeting, ad networks vs. direct publisher, statistics around …

Christy Belden, VP of Media + Marketing, discusses what you need to know about digital advertising for your business, including ad targeting, ad networks vs. direct publisher, statistics around digital advertising, current trends and best practices.

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  • AD VERIFICATION: Software tools that advertisers use to determine if impressions are displayed in the proper place and whether the ads are privacy compliant. They are often used with exchange inventory when the advertiser does not know exactly where the ads are placed or for audience targeted buys to ensure "brand safety" -- that ads aren't on pages with, say, boobs. The ad networks typically dislike verification tools because networks say it's their job to find the right sites, and they argue verification has technological limits. For example, they say, if advertising for a woman's product shows up on a breast cancer-related site, boobs may just be a perfect fit.
  • Theory in the images is that the smaller your audience gets the easier it is to define who they are, what they like, and what motivates them to buy.
  • When I say, “consider where they may come from” think of that as what sites they visit before they see your ad or what environment the users may be seeing your ad. If they see your add in a gaming app, what are the chances they will click on your ad to fill out a long survey form?
  • AUDIENCE MANAGEMENT PLATFORMS (AMPS): One of the rising terms of 2011. The folks who provide the audience targeting now have platforms to automate the process of buying audience-targeted inventory. Since many of them also operate ad networks, it's a natural extension. Jeff Hirsch, CEO of Audience Science, which has rebranded as an AMP, said "AMP is the acronym representing a company that has DMP and DSP capabilities." DMPS (DATA MANAGEMENT PLATFORMS): The hot term of 2011. These self-service "dashboard" tools perform a range of services from collecting, managing, segmenting, sharing and analyzing marketers' advertising data -- and assuring that your data is your data.
  • Transcript

    • 1. Diversification of Digital<br />Christy Belden, Vice President, Media + Marketing<br />May 26, 2011<br />
    • 2. Diversification of Digital<br />Agenda<br />+ Introductions<br />+Basics<br />+Statistics<br />+ Key Terminology, Common Acronyms + Resources<br />+ Types of Digital Ads<br />+ How Digital Advertising Works<br />+ Pricing + Strategy<br />+ Ad Performance + Measurement<br />+ Trends + Current Event<br />+ Best Practices<br />2<br />
    • 3. LeapFrog Interactive<br />3<br />Diversification of Digital<br />Twitter: @LFI<br /> #display<br /> #LFI<br />Facebook: www.facebook.com/LeapFrogInteractiveAgency<br />Blog: www.leapfroginteractive.com/blog<br />
    • 4. Christy Belden<br />4<br />Vice President of Media + Marketing, LeapFrog Interactive<br />Experience: 11 years<br /> The Courier-Journal<br /> University of Louisville<br />SEMPO Certified<br />Google AdWords Professionals (GAP) Certified<br />Christy knows marketing. Display, PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.<br />
    • 5. Examples<br />
    • 6. 6<br />
    • 7. 7<br />
    • 8. 8<br />
    • 9. Basics<br />
    • 10. Definition of Digital Advertising<br />+ A graphical web advertising unit<br />+ A graph image on the a website used to promote products or services<br />+ Otherwise called:<br />+ Web Ad<br />+ Web Banner<br />+ Banner Advertising<br />+Banners<br />10<br />
    • 11. Definition of Digital Advertising<br />11<br />
    • 12. Definition of Digital Advertising<br />12<br />
    • 13. Definition of Digital Advertising<br />13<br />
    • 14. History of Digital Advertising<br />+ The first digital ad appeared on HotWired.com in 1994 <br />+ The first ad was called a ‘graphical ad unit’<br />+ MCI, Volvo, Club Med, 1-800-Collect, AT&amp;T and Zima <br />were the first advertisers on HotWired.com<br />14<br />Source: http://adage.com/article/digitalnext/happy-birthday-digital-advertising/139964/<br />
    • 15. Statistics<br />
    • 16. Diversification of Digital<br />Did You Know?<br />16<br />Ads served to US Internet users in Q1 2011: 1.1 trillion<br />Of those ads, number served via Facebook: 346 billion<br />Total ads served to US Internet users that were on Facebook in Q1 2011: 31<br />Banner Ads Spending Was Up 23% YOY in 2010<br />Source: Huffington Post via TechCrunch/Comscore; eMarketer.com<br />
    • 17. Diversification of Digital<br />Did You Know?<br />17<br />*Eric Schmidt, chairman-CEO of Google, predicts online advertising will increase from $62 billion a year to $200 billion in the next 5-10 years.<br />(Ad Age, “Ad Networks Raise Profile with Targeting” May 2011)<br />Source: eMarketer US Ad Spending: Online Outshines Other Media, Dec 2010<br />
    • 18. Diversification of Digital<br />Did You Know?<br />18<br />Source: comScore 2010 US Digital Year in Review<br />
    • 19. Diversification of Digital<br />Did You Know?<br />19<br />Source: comScore 2010 US Digital Year in Review<br />
    • 20. Diversification of Digital<br />Did You Know?<br />20<br />Source: comScore 2010 US Digital Year in Review<br />
    • 21. Diversification of Digital<br />Did You Know?<br />21<br />Source: Ad Age, “Facesbook Scores Again With Most Ads on the Web” May 9, 2011<br />
    • 22. Diversification of Digital<br />Did You Know?<br />22<br />Source: Ad Age, “Facesbook Scores Again With Most Ads on the Web” May 9, 2011<br />
    • 23. Diversification of Digital<br />Did You Know?<br />23<br />Source: comScore 2010 US Digital Year in Review<br />
    • 24. Key Terminology + Common Acronyms + Resources<br />
    • 25. Key Terminology<br />Glossary of Terms<br />+ Cookies: code placed in a browser so the browser’s activity is recorded, i.e. visiting a page and it is “remembered” when the browser returns to the site or another ad is served<br />+ Beacon: 1x1 pixel tag used to track unique user activities over time, i.e. tracking a user who clicked through on an ad and purchased several days later<br />+ Unique visitors (UVs): measure for readership or net audience<br />+ Page Views (PVs): measure of requests to load a single page of an Internet site<br />+ Ad Impressions: each time an advertisement loads on a user’s screen<br />+ Sessions: aka “visits,” is the number of times each unique visitor goes to a website<br />25<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 26. Key Terminology<br />Glossary of Terms<br />+ Ad Exchange: Marketplace-like network of excess inventory on publisher sites which media buyers can access and purchase<br />+ Ad Network: Aggregates audiences based on demography or intent to purchase<br /> + Mobile Network: sells ad on wireless devices (i.e. phones &amp; tablets) + Video Network: aggregates video inventory to run ads or syndicate video content<br />+ DSP: “Demand Side Platform,” platform used by agencies &amp; advertisers to automate media buying across multiple sources with unified targeting, data, optimization, and reports<br />+ Ad Server: Technology that disseminates online ads and then, tracks and reports back on performance <br />26<br />Source: AdAge, “Special Report: Audience Buying Guide” April 2011<br />
    • 27. Key Terminology<br />Glossary of Terms<br />+ Data Aggregator: Pulls together ad-serving data, conversion data, and third-party data in an effort to attach <br />+ Ad Verification: Software enabling advertisers to determine if impressions are display in the proper place and whether ads are privacy compliant<br />+ Frequency Capping: Using cookies to manage the number of times a user sees specific ad creative, typically utilized to conserve impressions and improve campaign performance<br />+ OBA: Online Behavioral Advertising, also a compliance program led by IAB <br />27<br />Source: AdAge, “Special Report: Audience Buying Guide” April 2011<br />
    • 28. Common Acronyms<br />Glossary of Acronyms<br />+ Key Performance Indicator (KPI): measureable points of interaction between consumer and brand<br />+ CPC: cost-per-click<br />+ CPM: cost-per-thousand [impressions]<br />+ CPA: cost-per-action<br /> + Cost-per-download + Cost-per-call <br />+ Click-Through Rate (CTR): the number of clicks divided by the number of impressions<br />28<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 29. Resources<br />Industry Leaders: Associations <br />Digital Advertising Alliance<br />29<br />
    • 30. Resources<br />Industry Leaders: Networks <br />30<br />
    • 31. Resources<br />Industry Leaders: 3rd Party Ad Servers<br />31<br />
    • 32. Resources<br />Industry Leaders: Data Suppliers<br />32<br />
    • 33. Types of Digital Ads<br />
    • 34. Types of Digital Ads<br />Standard Ad Unit Sizes<br />34<br />Skyscraper<br />160x600<br />Half Page<br />300x600<br />These are the five most common ad sizes, according to the Interactive Advertising Bureau (IAB). <br />Medium Rectangle<br />300x250<br />Small Rectangle<br />180x150<br />Leaderboard<br />728x90<br />Source: IAB, www.iab.com<br />
    • 35. Types of Digital Ads<br />Ad Formats + Specs<br />+ .GIF/.JPG “Static banner”<br />+ .SWF “Flash banner”<br />+ .EXP “Rich Media/Expandable banner”<br />35<br />*Source: IAB, www.iab.com<br />
    • 36. Types of Digital Ads<br />Ad Format: GIF/JPEG/PNG<br />+ .GIF/.JPG/.PNG aka “Static banner”<br />Simple, single-frame image<br />Typically 30K file size*<br />May include “animated .GIF”<br />36<br />*Source: IAB, www.iab.com<br />
    • 37. Types of Digital Ads<br />37<br />Why Brands Use Static Banners?<br />+ Ease of Creation: Organizations with limited creative resources can easily develop static assets <br />+ Affordability: With appropriate sized buys, publishers may offer creative services for free<br />+ Flexibility of Creative: Self-serve advertising solutions often don’t allow complex display formats like Flash or Rich Media<br />
    • 38. Types of Digital Ads<br />38<br />Static Banner Examples<br />
    • 39. Types of Digital Ads<br />Ad Format: Flash<br />+ .SWF “Flash banner”<br />More dynamic, flexible coding language allows basic interaction and more complex imagery<br />Typically 40K file size*<br />39<br />*Source: IAB, www.iab.com<br />
    • 40. Types of Digital Ads<br />40<br />Why Brands Use Flash Banners?<br />+ Cost savings: it takes less resources to develop Flash banners and typically there is no 3rd party ad serving required<br />+ Available inventory: more publishers will accept Flash banners on their websites than will accept Rich Media<br />+ Consumer visibility: slightly more consumers are able to view Flash on their computers than can view Rich Media <br />
    • 41. Types of Digital Ads<br />Flash Banner Examples<br />+ Animation occurs in 7-10 seconds<br />+ CTA that appears on relevant frame and remains visible throughout the ad<br />+ Logo visible during entire ad<br />+ Realistic action/movement<br />+ Highlights consumer needs and answers with product recommendation<br />+ Highlights customizability <br />41<br />3<br />2<br />4<br />1<br />5<br />7<br />6<br />8<br />9<br />
    • 42. Types of Digital Ads<br />Flash Banner Examples<br />42<br />2<br />1<br />3<br />+ Simple , quick messaging<br />+ Consistent font and text size<br />+ Realistic action/movement<br />+ Highlights consumer needs and answers with product recommendation<br />+ Focuses on a single objective, straightforward CTA<br />+ Color scheme appropriate and eye-catching<br />6<br />5<br />4<br />7<br />8<br />9<br />
    • 43. Types of Digital Ads<br />Ad Formats + Specs<br />+ .EXP “Rich Media/Expandable banner”<br />Highly interactive, super complex creative which can include multi-functional features <br />Typically 40K with up to 100K polite load, upon click*<br />43<br />*Source: IAB, www.iab.com<br />
    • 44. Types of Digital Ads<br />44<br />Why Brands Use Rich Media Banners?<br />+ Sophisticated functionality: the ability to incorporate games, polls, data collection, file downloads, product showcases, store locators and other interactive features makes Rich Media highly desirable<br />+ Outperformance of Flash: due to its nature, Rich Media frequently outperforms Flash on interactivity rates, brand engagement and consumer ad recall<br />+ Enhanced reporting/tracking capabilities: almost any metric that relates to functionality of each feature can be measured and reported on, allowing quicker optimizations<br />+ Alternative to landing page: depending on a campaign’s goal, Rich Media can serve as the only environment needed to achieve a conversion <br />
    • 45. Types of Digital Ads<br />Rich Media Examples<br />45<br />+ “Rollover” to act is used rather than “Click”<br />+ Tabs in upper right allow user to control their experience inside the ad<br />+ Users have the ability to download a brochure that meets their specific needs <br />+ “Close” button is clear, visible in bottom right<br />FYI:<br />Carestream® is able to see how many of each brochure was downloaded.<br />Carestream® is able to tie each download to a specific user’s name/email address<br />1<br />2<br />3<br />
    • 46. Types of Digital Ads<br />Rich Media Examples<br />46<br />+ Specific CTA<br />+ Creative use of product showcase feature by highlighting various treats you can make using the product<br />+ Allows consumers the option to print the recipe or e-mail it to yourself<br />+ Encourages users to use their “in-banner” search function – this is an example of how a brand may use Rich Media to replace a landing page<br />FYI:<br />(1) Kellogg’s® is able to see which recipe was emailed or downloaded the most often<br />1<br />2<br />3<br />
    • 47. Types of Digital Ads<br />Rich Media Examples<br />+ Engaging question to capture attention<br />+ Specific CTA<br />+ Interactive creative with multiple videos for users to watch<br />+ Email/data collection feature always visible<br />FYI: <br />(1) Carnival® would be able to feed email addresses directly into their database with an API. <br />(2) Metrics would be able to tell Carnival® how many consumers watched each video 25%, 50%, 75% or 100%. <br />47<br />1<br />2<br />3<br />
    • 48. Types of Digital Ads<br />Takeover Example<br />48<br />
    • 49. Types of Digital Ads<br />Overlay Example<br />49<br />
    • 50. Types of Digital Ads<br />Newest OPA Standards Examples - Pushdown<br />50<br />Pushdown Ad<br />Starts as thin ad that expands to take up most “above the fold” space upon click or rollover<br />
    • 51. Types of Digital Ads<br />Newest OPA Standards Examples<br />51<br />Fixed Placement Ad<br />Ad stays with you as you scroll up/down through content<br />
    • 52. Types of Digital Ads<br />Newest OPA Standards Examples<br />52<br />Pushdown Ad<br />Extra-large ad for high impact/visibility<br />
    • 53. Types of Digital Ads<br />Types of Video Ads<br />Video Ads<br /> + In-stream video<br /> - Pre-roll, mid-roll, post-roll<br /> + Overlay<br /> - Transparent overlays<br /> + In-banner<br /> - Video converted to Flash, plays within ad unit<br /> - Click to play or auto play<br /> + In-Text Video<br /> - User initiated, triggered by highlighted words within content<br />53<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 54. Types of Digital Ads<br />Considerations<br />+ On average, an advertisement has approximately 2-5 second to capture the attention of a user before their attention is elsewhere on a webpage<br />+ As of January 2009, Flash banners saw .07% - .14% CTR across all industries<br />+ Rich Media banners average .12% - .36% CTR; the goal of a rich media may not be a “click” through to landing page, but instead application completion, file download or coupon print-up<br />+ Average brand interaction time for expandable rich media ads is between 11-12 seconds, upon expansion<br />54<br />Resources: DoubleClick, PointRoll Industry Data (2009), Atlas 2007-2010<br />
    • 55. Pricing + Strategy<br />
    • 56. Pricing + Strategy<br />Pricing Models<br />CPM<br /> + Impressions sold in “packages” or levels<br /> + Impressions sold ROS or targeted<br />CPC + Costs accrued every time a click occurs<br />Flat Rates<br /> + Associated with sponsorships<br /> + Directory listings, supplier guides (B2B)<br /> + Classifieds<br /> + Sites with limited ad inventory<br /> + Site with low tech ad serving<br />56<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 57. Pricing + Strategy<br />Strategy of Different Structures<br />57<br />CPM<br />CPC<br />CPA<br />
    • 58. How Digital Buying Works <br />
    • 59. How Digital Buying Works<br />Types of Buys<br />Ad Network<br /> + Sold by categorization of sites (vertical, horizontal, video)<br /> + Niche verticals available<br />Direct Buy or Direct-to-Publisher + One-on-one with a website, or small group of related websites<br /> + By nature of the buy, selection of individual relevant/niche sites is possible <br />59<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 60. How Digital Buying Works<br />Ad Network<br />Pros<br /> + Audience reach<br /> + Scalability<br /> + Hyper-targeting<br /> + Testing performance business models<br /> + Typically lower CPMs<br /> + Typically robust reporting<br />60<br />Cons<br /> + Duplication across sites<br /> + Limited transparency + No “cherry picking” <br /> + Targeting content within sites<br /> + Generally no sponsorship programs<br /> + Occasional limitations with ad units and placements<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 61. How Digital Buying Works<br />Direct Publishers<br />Pros<br /> + Sponsorship opportunities<br /> + Specialized/niche content<br /> + More opportunities for “value adds”<br /> + General flexibility of ad formats<br />61<br />Cons<br /> + Typically higher CPMs<br /> + Generally not sold on CPC or CPA <br /> + Basic reporting capabilities <br /> + Scalability can be limited<br />
    • 62. How Digital Buying Works<br />Targeting Solutions<br />+ Geographic<br />+ Demographic<br />+ Local<br />+ Contextual<br />+ Day-Parting<br />+ Behavioral<br />62<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 63. How Digital Buying Works<br />Targeting Solutions<br />Geographic<br /> + Zip code data provided by user<br /> + Accurate, updated<br /> + More granular<br /> + IP address identified via ad server<br /> - Less granular<br /> - Based on IP database<br />63<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 64. How Digital Buying Works<br />Targeting Solutions<br />Behavioral Targeting<br /> + Ads targeted using behavior not content/page<br /> + Tracks user’s web usage behavior (via cookies)<br /> - Where user goes<br /> - Registration data<br /> - Survey data<br /> - Recency<br /> - Keywords<br />64<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 65. How Digital Buying Works<br />Targeting Solutions<br />Local Targeting<br /> + Local content<br /> + Portals and ad networks<br /> + Geo-based content<br /> + User provided demographics<br /> + Directories and Internet Yellow Pages<br /> + Search options<br />65<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 66. How Digital Buying Works<br />Targeting Solutions<br />Contextual Targeting<br /> + Ads align with content featured on page, via keywords<br /> + Attempts to target based on users’ intent<br /> - Recency<br /> - Keywords<br />66<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 67. How Digital Buying Works<br />Targeting Solutions<br />Behavioral Targeting<br /> + Behaviors tracked via cookies data predict which ads are relevant to a user <br /> + Vertical-based<br />67<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 68. How Digital Buying Works<br />Ad Delivery Process<br />68<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 69. How Digital Buying Works<br />Ad Delivery Model<br />+ Scheduling<br /> - Start – Stop dates not pre-defined by media schedule<br /> - Day-parting<br />+ Smooth<br /> - Equal number of of impressions every day of campaign<br />+ Weighting<br /> - Deliver higher share of voice (% of total impressions)<br />69<br />Source: Intelligent Selling of Internet Advertising &amp; Intelligent Planning &amp; Buying of Internet Media – Level 1, Laredo Group, Q2 2009<br />
    • 70. How Digital Buying Works<br />How “Cookies” Work in Targeting<br />http://online.wsj.com/video/how-advertisers-use-internet-cookies-to-track-you/92E525EB-9E4A-4399-817D-8C4E6EF68F93.html<br />70<br />Source: Wall Street Journal, “How Advertisers Use Internet Cookies to Track You”<br />
    • 71. How Digital Buying Works<br />Self-Serve Solutions<br />Use self-serve vendors like:<br />When…<br /> + Network/Publisher minimums don’t fit your budget<br /> + Creative flexibility is not an absolutely must-have<br /> + Programs need to be launch quickly<br />71<br />
    • 72. Ad Performance + Measurement<br />
    • 73. Ad Performance + Measurement<br />Metrics for Rich Media<br />Static Banners:<br /> + Impressions + Clicks + Click-Through Rates<br />Flash Banners: + Click-Through Rates<br /> + Basic Interactions<br />73<br />Rich Media Banners: <br /> + Interaction Rates + Panel Views/Interactions<br /> + Full plays (Video) <br /> + Average Brand Interaction Times<br /> + Close Rates + (Depending on goal) CTRs<br />
    • 74. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Influential Factors<br /> + Creative<br /> + Highlighted Call-to-Action Messaging <br /> + Targeting<br /> + Relevant Messaging<br /> + Ad Placement<br /> + Ad Size<br /> + Reach &amp; Frequency<br /> + Optimizations <br />74<br />
    • 75. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Engaging Creative (Rich Media)<br /> + Higher interactions with rich media<br /> + Multiple creative executions<br /> + High frequency delivery – avoid banner burn-out by running multiple creatives and ad sizes<br />75<br />
    • 76. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Highlight Call-to-Action (CTA)<br /> + Use active verbs<br /> + Recognizable, each to read<br />76<br />
    • 77. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Targeting<br /> + Higher CTRs with targeted messages vs. run-of-site (ROS)<br /> + Different creative for different targeted segments<br /> + Add geo-location to message<br />77<br />
    • 78. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Relevant Messaging<br /> + Broader offers = higher CTRs<br /> + Narrow offers = lower CTRs<br />78<br />
    • 79. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Ad Placement<br /> + Ads above-the-fold – higher CTRs<br /> + Ads on home pages – lower CTRs<br /> + Ads in targeted, opt-in newsletters – higher CTRs<br />Ad Size<br /> + Larger ads – more visibility, typically higher CTRs<br />79<br />
    • 80. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Ad Frequency<br /> + Too much frequency – lower click rates<br /> + Too little frequency – hurt branding metrics<br /> + Direct response campaigns – evaluate the correct frequency cap to optimize ROI<br />80<br />
    • 81. Ad Performance + Measurement<br />Campaign Performance + Effectiveness<br />Optimizations+ If budget allows, test (A/B or multivariate) <br />+ Vendors should be proactive about recommendations for improvement<br />+ Develop a comfortable optimization frequency<br />+ Track toward improving your action – calls, downloads, video views, data collection<br />+ Experiment with placements, verticals – within reason<br />+ Ask vendor for screenshots but monitor when you can<br />81<br />
    • 82. 82<br />Mobile Display<br />
    • 83. Mobile Display<br />Did You Know?<br />83<br />Percent of US Population (303.6MM) with a mobile phone: 80<br />Percent of mobile users with text messaging capabilities: 82<br />Percent with phones capable of browsing the Internet: 72<br />Percent of users who say they’ve been exposed to mobile ads in last 30 days : 23<br />Percent of those users who say they responded: 50<br />* Source 2008 Mobile Marketers Guide mobilemarketer.com<br />
    • 84. Mobile Display<br />What is mobile display? <br />+ Display messaging in the mobile device environment<br />+ Can link to: + make calls + download apps + share content + submit data/sign-up + enter contests + visit mobile websites<br />84<br />
    • 85. Mobile Display <br />How to Make an Effective Mobile Display Campaign<br />+ Be attentive to environments – ask where your ads may be and explore the environment for yourself<br />+ Practice concise messaging – mobile ads don’t leave much room for gregariousness<br />+ Be mindful of users’ time - consider where a user may come from and where you’re taking them <br />85<br />* Source: PervezSkiora, “What makes mobile display ads effective?” 2011 mobilemarketer.com<br />
    • 86. Mobile Display<br />Popular Networks <br />86<br />
    • 87. Mobile Display<br />Benefits<br />+ Small screen, big audience, powerful targeting capabilities<br />+ Performance-based models (Cost-per-call, cost-per-download, cost-per-interaction) + Branding for those who don’t click + Click rates at upwards of 3-6%* + Downloads from clicks at upwards of 16-20%*<br />+ Flexibility in program type (sweepstakes, database collection, branding/awareness)<br />+ Typically lower minimums <br />+ Ease of integration with other marketing tactics<br />87<br />* Source: Greystripe &amp; ATT Mobile Ad Solutions, 2011 <br />
    • 88. 88<br />Trends + Current Events<br />
    • 89. Trends + Current Events<br />89<br />What’s Happening Now?<br />+ Digital Advertising Alliance + Congress pushing “do-not-track” legislation<br /> + FTC responds to consumer privacy concerns + IAB introduced Code of Conduct + DAA building on Self-Regulatory Principles of Online Behavioral Advertising<br />+ Facebook tests real-time ad targeting, via data mining conversations<br />+ DMPs (Data Management Platforms) <br />+ AMPs (Audience Management Platforms) <br />+ Topic Targeting <br />+ ConditionalTargeting &amp; Re-Targeting + Search, Site, Creative<br />
    • 90. Best Practices<br />
    • 91. Best Practices<br />Take-aways<br />+ Identify the ONE main objective of the creative<br />+ Execute a clear, concise call-to-action<br />+ Use consistent messaging (and imagery, where possible) across online &amp; offline channels<br />+ Choose colors appropriate for audience and website where ad will be placed<br />+ Utilize A/B split testing or other methods of creative testing, create optimization schedule – LEARN!<br />+ Align creative with your landing page<br />91<br />
    • 92. Best Practices<br />What Should You Expect from a Vendor/Agency?<br />+ Established goals before campaign launches<br />+ Resisted urges to revamp tracking structure or goal (unless absolutely necessary)<br />+ Optimization recommendations and analysis of performance<br />+ Tracking codes in place on front end<br />+ Analytics setup on back end<br />+ Regularly schedule reporting<br />92<br />
    • 93. Best Practices<br />Landing Pages: “DONTs”<br />93<br />Banner Ad<br />Landing Page<br />
    • 94. Best Practices<br />Landing Pages: “Almost but not quite”<br />94<br />Banner Ad<br />Landing Page<br />
    • 95. Best Practices<br />Landing Pages: DOs<br />95<br />Banner Ad<br />Landing Page<br />
    • 96. Best Practices<br />Landing Pages: DOs<br />96<br />Banner Ad<br />Landing Page<br />
    • 97. Questions?<br />
    • 98. LeapFrog Interactive<br />Contact Us<br />Christy Belden, Vice President of Media + Marketing<br />cbelden@leapfroginteractive.com<br />Twitter: @LFI<br />Facebook: www.Facebook.com/LeapFrogInteractiveAgency<br />98<br />
    • 99. Thank You<br />

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