How to Sell Your Website to Advertisers

Arve Overland, CEO + Executive Creative Director
   Leo Chung, Director of Intera...
Introductions – Overland Agency
 The Overland Agency combines high-level strategic consulting with
 smart, passionate and ...
Brand Marketing & Interactive Specialists




                                            3
Print vs. Online
 •   Print
      – buy real-estate
      – pricing based on circulation and
        readership
      – cr...
Who is Your Customer/Buyer?
 •   Local business owner
 •   Local advertising agency
 •   Marketer in corporation

 •   Nat...
The Opportunity - Your Advantage




                                   6
Vocabulary
 •   Analytics: measuring and interpreting user behavior on a
     website and applying that to site and campai...
Vocabulary
 •   Organic Search - natural search results based on site content
     optimization; these appear in the main ...
Online Advertising is Growing Rapidly




                                        9
Local Online Ad Spending Increasing
 •   Growth in Local Online Ad Spending Outpaces National
      – Estimated Local Spen...
The Local Landscape
 •   Competition is high for these
     advertising dollars
 •   Leverage Your Strengths:
      – Capt...
Case Study: Selling Your Site to Advertisers
 1.   Understanding Your Buyer
 2.   Communicating Your Website’s Value
 3.  ...
Who is Your Customer/Buyer?
 •   Local business owner
 •   Local advertising agency
 •   Marketer in corporation

 •   Nat...
Understanding Media Buyers and Advertisers




                                             14
Jennifer
 Bio
 • Age = 31
 • Senior Interactive Media Planner
 • Leading National Media Agency
 • San Francisco, CA

 Obje...
Jennifer’s Client, Oregano
 Oregano, is a multinational consumer
 packaged goods manufacturer that is
 launching a new hou...
Media Planning Process




                         17
Communicating Your Website’s Value




                                     18
Media Buyers & Advertisers
 •   Are looking for and need online opportunities that have impact
 •   Have specific, quantif...
Creative Class and Geo-Targeting
 Clean Green Target Market
 • Highly-educated, artistic, creatively minded
 • Age 25 – 45...
Website Value
                      Opportunities and
Metrics - Reach
                      Impact
and Relevance
         ...
Always Create New Value




                          MarketingVOX, April 16, 2007




                                   ...
Planning by the Numbers




                          23
Impressions Needed
Visitors to Oregano's Microsite
Goals
   Coupon Downloads                          1,500
              ...
Marketing ROI
 •   Oregano projects the amount of revenue generated from the campaign
     to determine ROI
 •   This will...
Measuring Results to Drive Success




                                     26
How Agencies and Advertisers Measure
   •    Ad network serving – DoubleClick, Atlas, Tacoda, BlueLithium
        and/or p...
What We Measure
 •   Ads / impressions served to date (when and where)
 •   Click-throughs from each vendor (campaign conv...
4 Keys to Successfully Selling Your Site
 1. Understand Your Advertiser/Buyer
    •   They need to maximize return and sho...
The Overland Agency
 •   Presentation
     http://clients.oabuild.com/aan
     enter password: aan123

 •   Arve Overland
...
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How to Sell Your Website to Advertisers: AAN Convention, Portland 2007

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Transcript of "How to Sell Your Website to Advertisers: AAN Convention, Portland 2007"

  1. 1. How to Sell Your Website to Advertisers Arve Overland, CEO + Executive Creative Director Leo Chung, Director of Interactive Strategies Overland Agency, Inc. Understanding how to monetize your website and leverage advertisers’ need for local impact. 1
  2. 2. Introductions – Overland Agency The Overland Agency combines high-level strategic consulting with smart, passionate and award winning creative execution. Within one company, the agency serves as an online integrated marketing partner in the following areas, as: • an online ad agency (creative, media) • a web development shop (technology innovation) • a search-optimization consultancy (SEM/SEO, analytics) • brand specialists (strategy, research, analytics, metrics) 2
  3. 3. Brand Marketing & Interactive Specialists 3
  4. 4. Print vs. Online • Print – buy real-estate – pricing based on circulation and readership – creative is static • Online – buy views, clicks or actions – pricing based on impressions, unique visitors or specific actions – creative can be dynamic and interactive – campaigns are trackable • Advertisers are following their markets and moving their media dollars online 4
  5. 5. Who is Your Customer/Buyer? • Local business owner • Local advertising agency • Marketer in corporation • National Media Buyer from Corporate • Interactive agency/media buyer 5
  6. 6. The Opportunity - Your Advantage 6
  7. 7. Vocabulary • Analytics: measuring and interpreting user behavior on a website and applying that to site and campaign improvement. • Click-Through Rate: the number of times an ad unit is “clicked” by the site visitor in relation to the number of times it is seen (impressions). • Conversion Rate: the number of times a site visitor achieves a certain goal on the website (ie. sale, completing a registration form) in relation to the number of unique site visitors. • Marketing ROI: measure of the effectiveness of advertising investment to incremental revenue. • Page Views: the number of web pages viewed during a single visit. High page views per visit can indicate good content. • Unique Visits - visits from a single computer, usually cookie based and combined with IP information for geo-data. 7
  8. 8. Vocabulary • Organic Search - natural search results based on site content optimization; these appear in the main body of the page. • Paid Search (Sponsored Ads) - text-based ads that appear to the top or right of natural search results based on a keyword bid. • PPC (Pay Per Click) - pricing model based on ad click-through, usually associated with Paid Search. • SEO - the practice of seeking high organic search ranking by providing relevant website content. • SEM - leveraging both Organic and Paid search to attract site visitors and conversion. • Tracking Pixel: script on a website that allows the advertiser to know that an ad has been served and that an action or series of actions resulting from that placement has occurred. 8
  9. 9. Online Advertising is Growing Rapidly 9
  10. 10. Local Online Ad Spending Increasing • Growth in Local Online Ad Spending Outpaces National – Estimated Local Spend in 2007 = $7.5 billion – 31.6% increase outpaces national online ad growth of 20.7% – Borrell Associates • Banner ads and listings still dominate, but be ready for the future - video 10
  11. 11. The Local Landscape • Competition is high for these advertising dollars • Leverage Your Strengths: – Captive Audience - Creative Class – Geo-Target - local, urban – Speed and Flexibility 11
  12. 12. Case Study: Selling Your Site to Advertisers 1. Understanding Your Buyer 2. Communicating Your Website’s Value 3. Planning by the Numbers 4. Measuring Results to Drive Success 5. Questions 12
  13. 13. Who is Your Customer/Buyer? • Local business owner • Local advertising agency • Marketer in corporation • National Media Buyer from Corporate • Interactive agency/media buyer 13
  14. 14. Understanding Media Buyers and Advertisers 14
  15. 15. Jennifer Bio • Age = 31 • Senior Interactive Media Planner • Leading National Media Agency • San Francisco, CA Objectives • Define strategic interactive media goals for national clients that meet business and marketing objectives • Find and research effective online advertising opportunities • Keep up to date with the latest models and client competitors • Maintain and cultivate mutually beneficial relationships with media contacts • Negotiate the best pricing model and rates to maximize ROI 15
  16. 16. Jennifer’s Client, Oregano Oregano, is a multinational consumer packaged goods manufacturer that is launching a new household, organic cleaning line, called Clean Green. They are going to launch in specific test markets to reach the “creative class.” Oregano’s goals are two-fold generate awareness of the brand by driving 50,000 visitors to a micro-site and generating 1,500 coupon downloads (leads). 16
  17. 17. Media Planning Process 17
  18. 18. Communicating Your Website’s Value 18
  19. 19. Media Buyers & Advertisers • Are looking for and need online opportunities that have impact • Have specific, quantifiable goals • Look for placements that have relevance and conversion potential • Require reports and validation of performance • Regard flexibility and learning as part of long-term value proposition 19
  20. 20. Creative Class and Geo-Targeting Clean Green Target Market • Highly-educated, artistic, creatively minded • Age 25 – 45 • Professionals - knowledge-based occupations • HHI = $35k+ • Geo-targeted - urban concentration 20
  21. 21. Website Value Opportunities and Metrics - Reach Impact and Relevance •Interactive - Flash, •Unique Visitor per video, dynamic Month •Larger sizes and •Pageviews and Time specific site placement on Site •Integrated online •Impressions vehicles (e-newsletters, •Return vs. New sponsorships, Web 2.0) Visitors •Conversion-centric •Opt-in demographic information •History of conversion, similar advertisers 21
  22. 22. Always Create New Value MarketingVOX, April 16, 2007 22
  23. 23. Planning by the Numbers 23
  24. 24. Impressions Needed Visitors to Oregano's Microsite Goals Coupon Downloads 1,500 Click-Through Rate = 1% Assumptions Oregano Microsite Conversion Rate 3% Unique Visitors Needed to Microsite 50,000 (1,500 / .03) Impressions Needed on Publisher Site Goals Visitors to Microsite 50,000 Assumptions Projected Banner Click-Through Rate 1% Impressions Needed on Publisher Site 5,000,000 (50,000 / .01) 24
  25. 25. Marketing ROI • Oregano projects the amount of revenue generated from the campaign to determine ROI • This will help justify the spend and serve as benchmark • http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html Investment Media Buy Impressions 5,000,000 CPM $ 10.00 Total Media Cost $ 50,000 Cost per Lead (Customer) Coupon Download Goal 1,500 Total Cost $ 50,000 Cost per Lead $ 33.33 Customer Value 1 Year Average Revenue/Customer $ 150.00 50% Customer Retention 750 Total Revenue (1,500 Customers) $ 112,500 ROI 125% [(Revenue - Media Cost)/Media Cost] * 100% 25
  26. 26. Measuring Results to Drive Success 26
  27. 27. How Agencies and Advertisers Measure • Ad network serving – DoubleClick, Atlas, Tacoda, BlueLithium and/or publisher reports • Advertiser’s / Agency’s Web Analytics – Campaign id codes, conversion (ie. coupon downloads) – Landing pages WebTrends Atlas 27
  28. 28. What We Measure • Ads / impressions served to date (when and where) • Click-throughs from each vendor (campaign conversion) • Best performing placements – Creative and Messaging Impressions: Apply Impressions: Learn Unit Size Webtrends Campaign ID Now More – Ad type 468x60 ADR_10089 87 47 – Ad size 120x600 ADR_10088 1,410 560 160x600 ADR_10087 1,643 1,059 728x90 ADR_10086 4,789 4,067 – Content section 300x250 ADR_10085 1,747 834 300x250 ADR_10114 243 728x90 ADR_10115 435 – Page placement 160x600 ADR_10116 211 120x600 ADR_10117 516 468x60 ADR_10118 14 – Time of day • Demographic data –who is clicking / responding to Oregano’s coupon offer • Relevance and context of vendor-supplied reports within Oregano’s own tracking data 28
  29. 29. 4 Keys to Successfully Selling Your Site 1. Understand Your Advertiser/Buyer • They need to maximize return and show results against quantifiable goals • Go beyond selling inventory and “space” to selling solutions 2. Communicate Your Website’s Value • Demonstrate your local, demographic and flexibility advantage • Leverage your unique position to differentiate and deliver relevance 3. Plan by the Numbers • Every dollar is accountable and ROI drives online advertising • Use the ROI model to price your products; demand more for what converts higher and understand what is driving an advertiser’s price pressure 4. Measure Results to Drive Success • Data is key to success during the campaign as well as for on-going strategy and relationship • Provide your advertisers with knowledge to improve their campaigns and results and they will come back 29
  30. 30. The Overland Agency • Presentation http://clients.oabuild.com/aan enter password: aan123 • Arve Overland arve.overland@overlandagency.com • Leo Chung leo.chung@overlandagency.com 503.963.8501 30

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