Internet Ad Planning
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Internet Ad Planning



Digital World Expo v201.1 Presentation by Erin Levzow and Lauren Freiman.

Digital World Expo v201.1 Presentation by Erin Levzow and Lauren Freiman.



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  • Need to click through Have a call to action Can be animated or static, expandable

Internet Ad Planning Internet Ad Planning Presentation Transcript

  • Internet Advertising Overview
  • Definitions
    • Impressions
    • Number of Ads Served
    • Click through Rate
    • Clicks as a percentage of impressions
    • CTR= Clicks/Impressions
    • Example: My ad was served on a website 1,000,000 times and I got 500 clicks. CTR = 500/1,000,000 = 0.05%
  • Definitions
    • Conversions
    • Final action (bookings, sales, leads)
    • Conversion Rate
    • Conversions as a percentage of clicks
    • Conversion rate = Conversions/Clicks
    • Example: My ad received 500 clicks and I got 50 conversions. Conversion Rate = 50/500 = 10%.
  • Pricing Models
    • CPM
    • Cost per Thousand Impressions
    • CPM = (Cost*1000)/Impressions
    • CPC
    • Cost per Click
    • CPC = Cost/Clicks
    • CPA
    • Cost per Action
    • CPA = Cost/Actions
  • Branding vs. Direct Response
    • Consumer Purchase Funnel
    • Journey the Consumer Goes on In the Purchase of An Item
    • TV, Radio, Print, Outdoor,
    • Social Media, Display
    • Online Video, Mobile, Contextual Ads
    • Display Endemic Ads and Behavioral Targeting
    • Email Marketing, Display Retargeting, Social Media
    • Search
  • Search Search Engine Marketing Search Engine Optimization
  • Display Sizes 1. Call to Action 2. Click Through 3. Animation Rectangle: 300 x 250 Wide skyscraper: 160 x 600 Skyscraper: 120 x 600 Leaderboard: 728 x 90 Small Rectangle: 180 x 150 Mega Wide Skyscraper: 300 x 600 Half Page: 600 x 400
  • Display Ads: Contextual
  • Display Ads: Contextual/ Endemic
  • TARGETING TECHNOLOGY PLATFORM Display Ads: Behavioral Networks Advertisers DEMOGRAPHIC BEHAVIORAL CONTEXTUAL GEOGRAPHIC RETARGETING Age Gender Ethnicity Household Income Household Type Education Automotive Consumer Electronics CPG Dining Retail Real Estate Travel Lifestyle Cat: Home Improvement Sub: Shutters and Blinds Country: USA State: California DMA: LA City: Tarzana Zip: 91356 Retarget past visitors to advertiser’s website Retarget users who have seen an advertiser’s ad on an in-market website
  • Online Video PRE-ROLL VIDEO Marketer’s :15 and :30 videos will run before selected publisher content. Native video players are clickable to designated URLs COMPANION BANNER All banners are clickable to designated URLs Click below to see a live demo of Specific Media’s Pre-Roll:
  • Mobile: App vs. WAP
  • Social Media: Facebook Ex: Like Ad Ex: Polling Ad Ex: Sponsored Story - Like
  • Social Media: Twitter
  • Getting Started
    • What are your goals?
    • Who do you want to reach?
    • What are you willing to invest?
    • Next Steps:
    • Search Engine Marketing
    • Display, Mobile, and Video
    • Social Media
  • Lauren Freiman 702.716.1314 [email_address] Erin Levzow 702.202.7577 [email_address] Questions?