A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014. This is a great initiative organised by lecturer, Mr David Reid. Today, we will cover the following agenda items: - Introduction - Relationships - Digital update & opportunities - 5 step work-flow - Q&A's If you have any questions, please contact me on: damus@puglifeadsolutions.com.au

1. Swinburne University of Technology
Advertising Management & Campaigns Project (ADV30002)
Presented on Thursday, 20th March 2014
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My name is Damus.

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Managed over +$20m worth of media (ATL & BTL)

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8. A digital community in Melbourne 8

9. “Some of the best friends come from media”
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10. vs.
Put yourself in customers shoes in each market
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11. Source: http://www.digitalbuzzblog.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg 11

12. Source: eMarketer 2014 12

13.  Digital ad consulting
 Digital ad channel planning
 Production - Outsource / In-house
 Negotiating media ad space
 Implementation
 Reporting
 Optimisations
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Top line update and digital ad opportunities.

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Source: Lumascape
Resource Center

16. 16.8m Aussies Online
810m mobile impressions
36% site visit
on Mobile &
Tablet
12.5m
streamed
video
40hrs/mth
online
6hrs
49mins/ mth
streamed
14.4m
unique on
Facebook
10.8m
unique
stream YT
10.9m
unique on
Mi9
4.1m unique
stream FB
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76% of Aussies are online mainly using FB, Youtube and NineMSN
2 out of the 5 site visits are on Mobile & Tablet
Source Online
Landscape: May 2013

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Mobile
59%
Aussies
use web
on mobile
78%
smartphone
users
research
products
55% use a
social app
41%
smartphon
e users
made
purchases
1H 40M
spent on
mobile
each day
PayPal /
NFC /
iBeacon
enable user
payments
Mobile
takes over
Desktop in
2014
Tablet
takes over
desktop in
2017
We recommending brands build landing pages in HTML5 to be device agnostic
Source Digital Buzz 2014
Stats Facts & Google Think
New Multi-screen World
2013

18. #1
2.76m
#2
2.75m
#3
2.45m
#4
2.39m
18Bigger reach than MKR, The Block or 9 News
Source: Nielsen Online
Ratings January 2014
FUN FACTS:
My Kitchen Rules = 1.766m
The Block = 1.234m
9 News = 1.091m
Source: OzTam 26th Wed Feb 2014

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360 Spin
TVC
Photo Gallery
Play Game /
Win Prizes
Designer Blog
Download
Brochure
Book Test Drive
Boost engagement (~3%) & completion rates (~72%) using interactive TVCs
(Innovid Benchmarks)
Choose one to Skip:

20. Be one of the first in Australia to invested in Connected TV opportunities
The audience is typically tech savvy, affluent and a movie lover
1/3 Australians own TV with access to internet
300-400k Australian have connect to internet
They are streaming TV shows and movies
Once NBN is rolled out, usage will surge
Adconion is LG & Samsung’s preferred partner to
sell CTV/STV ad inventory
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21. Text-links/Thumbnails
Video Links
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Amplify brand content that’s 1) easy to read, 2) beneficial to Aussies and
3) advise them on the next actions to take

22. TRADING DESKS
ADVERTISERS
SUPPLY EXCHANGES
CONSUMERS
DEMAND SIDE
PLATFORM
(SOFTWARE)
REAL-TIME BIDDING
SUPPLY SIDE
PLATFORM
(SOFTWARE)
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There’s massive scale using The Trade Desk with
$51m worth of Display and $4m Video ad inventory traded

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Manage sequential creative ad-serving with Criteo

24. Use Photos: Drive Conversions
via The Trade Desk
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We generally see higher response rates when images and photo albums are used
Post before Lunch
& Before Bed time
Network Own
Account
Active
User
Any 89% 62%
Facebook 81% 53%
Twitter 42% 14%
Google+ 30% 14%
LinkedIN 23% 11%
Instagram 15% 7%
Facebook still dominates.

25. Engage with professional through a LinkedIn game
These apps will live forever. This was built through the LinkedIN API 25

26. Image Driven
Professionals
Career Changers
Opinion Leaders
Entrepreneurs / Start-
Ups
Eco-conscious Adventure Seekers
Active Lifestyle
Female Professionals
Run of Professionals
Road Warriors
Influencers
Millennial (reach adult-
hood in yr. 2000)
Early Adopters Mobile Pro-sumers
Luxury Tech
Empty Nesters
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Typically media planners and buyers will target career changers who
have just received a pay-rise. Also C-Suite for key decision makers

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Consider learnings from PPC for:
TV, Radio, Outdoor, Display, Cinema, etc..

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Advertising Science. Not rocket science.

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30. THE OPPORTUNITY
COMMUNICATION TONE?
WHAT’S THE OFFER?
TARGET AUDIENCE
WHICH VERTICAL?
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Brief contains all the campaign parameters
This is due 3-4 months prior to live date
Allow 2 weeks to fill in

31. TACTICS
What? High reach & impactful creative.
Why? Raise brand recognition.
What? Drive engagement & participation.
Why? Product education, raise affinity & WOM.
What? Proof-points & address pain-points.
Why? Give reasons to purchase.
ACTIVITY MEDIA OUTPUTS
What? Affiliate / SEM / CPA deals.
Why? Guarantee web conversions.
Unique Visitors & Impressions
Likes, Comments, Shares, +50% Video,
Competition Entry, Dwell Time
Reviews/Comparison/Shopping Site
Clicks, Enquiries, Brochure / Catalogue
Downloads, Call Backs
Applications & Sales
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Using brief and discussing with the brand (client) where to focus our efforts?
http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Purchase_Funnel.pdf

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30% MOBILE /
TABLET
DIGITAL CHANNELS
70% DESKTOP
VIDEO & SOCIAL
EMAIL / DISPLAY
RE-TARGETING
SEARCH / DISPLAY
DISPLAY
Source: Google – Customer
Journey to Online Purchase

33. CHANNEL DETAILS
- Objective: Awareness
- Format: Display
- Publisher: Fairfax
- Timing: 1st Month
- Ad Sizes: Skins, MRC, LB
- Specs: <40kb, SWF v8
FORECASTED ROI
- Awareness:
- Impressions / Views
- CTR%, CPM, CPC, CPV
- Engage/Connect
- Clicks / Fans / CPF
- Shares / Comments / Votes
- Brochure / Catalogue Down/l
- Competition Entries
- Convert
- Applications / Sales / CPA
FINANCIALS
- Gross Value, Discounts, Bonus
- Fees & Nett exc. GST
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Brands (your client) will sign off this before booking media
http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Media_Plan.pdf

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1.53%
1.30%
0.67%
0.37%
0.25%
0.13% 0.08% 0.06%
0.00%
0.50%
1.00%
1.50%
2.00%
Floating Ad In-Stream Mobile Floating Ad w
Reminder
Expandable
Banner
Rich Media Polite Banner Standard Banner
ClickThroughRate%
Usually skew richer ads for high impact, standard ads for direct response
Source Media Mind
View-ability Report
Full Year 2012
Low CostHigh Cost

35. 0.08% 0.08%
0.06%
0.04%
0.06% 0.06% 0.06%
0.08%
0.04%
0.22%
0.06% 0.06% 0.07%
0.03%
0.08% 0.07%
0.05% 0.05%
0.03%
0.05% 0.06%
0.09%
0.12%
0.05%
0.31%
0.10%
0.13%
0.19%
0.13%
0.07%
0.15% 0.14%
0.21%
0.12%
0.07%
0.20%
0.23%
0.07%
0.15%
0.18%
0.08%
0.12%
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
ClickThroughRate%
Standard CTR% Rich Media CTR%
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Gaming, Apparel and Auto = top 3, Tech, News/Media & Finance = bottom 3
Managing your brand’s (client’s) expectations on ad responsiveness
Source Media Mind
View-ability Report
Full Year 2012

36. 300x250 300x600 160x600
728x90
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The most popular ad units to maximise reach

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300x50 & 320x50 are the most popular to maximise reach

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- Typically 3-10% of your
digital media
budget, pay on CPM and
CPC
- Track and optimise
your ads

39. 39http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Deadlines.pdf
Booking Deadlines:
Depending on how exclusive / premium the ad inventory is…
1) Home Page buyouts 2-3 months prior to live date
2) Vertical sponsorships 1-2 months prior to live date (e.g. News, Lifestyle, Weather, Finance, Property, Auto, etc...)
3) Run of Network 1-2 weeks prior to live date (usually remnant inventory)
Creative Deadlines:
Depending on the intricacy of the creative assets used….
1) Standard Banner ads 5 business days prior to live date (e.g. 300x250, 728x90, 160x600, 300x600)
2) Rich Media ads 10-15 days prior to live date (e.g. pre-roll, expandable, floating, skins, Over-The-Page)

40. # Objective Topic Optimisation Anticipated Outcome
1 New ad units Running additional ad units to increase coverage within performance networks Improved SOV to raise top of mind awareness
2 Seasonality / Forecasting competitive activity via media partners and winning SOV in certain months Improved SOV to raise top of mind awareness
3 Cross Platform Utilizing creative messaging / Shazam / NFC, etc... To improve impact of the advertising execution Improved cut through, Awareness & Consideration metrics
4 Longevity Reduce bids to keep performance banners in market longer (can serve as branding) Keeping activity live
5 Geo & Time Targeting Time targeting on premium buys during peak hours & certain geo-areas Improved relevance, cost effectiveness of Enquiry generation
6 Responsiveness Driving ad units with higher response rates (clicks / imps) Improved cost effectiveness of Enquiry generation
7 Engagement - Amplfying exisiting content (marketing) arround technology & interesting things Improved Consideration and Talkability
8 Engagement - Video Use multiple 15s TVC, optimise towards lower CPV, high completed views and higher engagement rate Views, low eCPV & high engagement
9 Engagement - Social Use social overlays on 15s TVC with FB, Twitter, LinkedIn and YT channel to encourage WOM Improved Consideration and Talkability
10 Engagement - Social Ramping up on offers, discounts on FB and useful / engaging information for fans Improved Organic FB page likes
11 New creative Testing multiple creative to optimise towards ones towards higher CTR or CVR Optimise towards cost effective Enquiries
12 Reviewing creative Weekly review of key messages. Serving more impressions against the key message based on conversion rate to generate more Enquiries with less clicks Improved cost effectiveness of Enquiry generation
13 Vivaki deals Annual booking early for 6-12 months to counter inflation and secure lower rates and bonus activity e.g. Book $100k on one IO and receive 10% on RON / Improved cost effectiveness of Enquiry generation
14 Tactical Budget Keeping ~10% of the total campaign budget to use half way into the campaign for key performing environments Contingency to address key objectives during the campaign
15 New ad units Using the full suite of ad unit sizes by Performance network to allow them to optimise towards the one with the highest conversion rate Improved volume of Enquiries
16 Launch Request publishers for market benchmark CPAs, start with higher CPA before bring down Using competitive CPAs
17 Launch Front weighting activity in earlier weeks / month to build stronger cookie pools and SOV Strong launch & higher SOV
18 Bid management Increasing or lowering bids to drive quality impressions / clicks or higher impression traffic. For under-delivering publishers, test different buy models Amplified Enquiry growth & reduced eCPA
19 Creative - Textlinks Rotating key performing SEM copy for textlinks and focusing on the one with highest conversion rate - to drive more Enquiries with less clicks Amplified Enquiry growth & reduced eCPA
20 Landing Page Testing different landing pages and optimise towards one with higher conversion rate Amplified Enquiry growth & reduced eCPA
21 Seasonality / Forecasting media avail in future months to dominate Performance activity Improved volume of Enquiries
22 Publisher Support Ensure key media partners are using their daily conversion report to optimise towards enquiries Improved volume of Enquiries
23 Cross Platform Front weight activity during bursts of peak TV support to capitalise on the halo effect Amplified Enquiry growth & reduced eCPA
24 Mobile & Tablet To ramp up on this environment to capture a more enquiries on these devices Improved volume of Enquiries
25 Budget Management Re-allocate/remove budget from publishers with very low run rates (compared to point in time) to publishers with greater capacity and lower eCPAs Amplifying Enquiry growth
26 Pre-launch Generating cookie pools on users visiting the landing page but haven't completed the Enquiry process Cost efficiencies & reaching a quality audience
27 Pre-launch Generating cookie pools on users who have Pre-registered their interest in a model before it comes into market, and serving them sequential creative Cost efficient and effective Enquiries
Performance & Re-targeting
Performance
All tactics
Active Consideration
Awareness & Reach
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http://www.puglifeadsolutions.com.au/images/PDF/Optimisations.pdf

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http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Reporting_Template.pdf

42. 42Keep in touch:
Pug Life Ad Solutions
LinkedIN, FB, Twitter, Google+ and SlideShare
damus@puglifeadsolutions.com.au