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Regional iSchool
Regional iSchool
Regional iSchool
Regional iSchool
Regional iSchool
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Regional iSchool

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  • Discuss that this is a journey
  • Split up into 3 teamsDraw a illustrated flow chart about how this works for the journey of buying:ChocolateA replacement laundryA phoneDiscuss advertising across all mediums and where each one could fit.
  • Only 12% of user genetated posts are seen on fb
  • Also talk aboutTechnology innovations and new tech products coming out – hero strategyFirst to market – 60% market sharemarket needs also does the competitor analysis
  • Product Management—finds and quantifies market problems and turns them into product requirements.User Experience—focuses on understanding the user needs and tasks, designing the product interface and assessing the design usefulness.Engineering—focuses on the technology and builds the product.
  • Design – why apple is successful. Dumb it down. Design should be simple, unique to your audience. Consumers should understand without any training or educationUsability – not just being sexy, but being effectiveDevelopment – HTML5, re-usability and responsive designsMarketing – tell people and advertisers what we are doing. Get them involved. You don’t know the results until consumers use it. Through trade, media and social releasesContinuous review and improvement – through analytics and feedback (social)
  • We needed a better solution so the decision was made to bring the site back to New Zealand
  •  CMShttp://www.cfgfeed.co.nz/ubercms Username: adminPas: b3tt3rb@nking
  • Split into industry groups and brainstorm the problems they face
  • Transcript

    • 1. iSchool Title slide
    • 2. Welcome and intro with Chris Jagusch
    • 3. The rules of iSchool
    • 4. What we are here to achieve
    • 5. Gaining certification and what it means
    • 6. The Plan
    • 7. State of the Internet with Trent Helmbright
    • 8. The customer journey
    • 9. The customer journey Attention Interest Desire Action
    • 10. Lunch
    • 11. Social Media and Online Advertising
    • 12. Social Media and Online Advertising
    • 13. The devices – How are we connecting
    • 14. Revision Activity - preparation • Choose a topic • Create a movie poster about the topic on flipchart paper • The poster is to include: • Four main points • At least one picture • Have a clear AIDA format • Prepare to present your poster to explain the four points and describe how the poster fits the AIDA format
    • 15. Break
    • 16. Revision Presentation
    • 17. Day One Test 10 questions – 20 minutes
    • 18. Wrap up and Tonight’s Assignment Bring it home: In your teams be ready to present the following tomorrow morning: • Describe your perceptions of the online world as it is used in your regions, for example • Describe a business using social media or how they might use social media • Describe people using iPhones, iPads, Android phones in your region
    • 19. Day 2
    • 20. Day 2 Revision Present the results of last nights homework
    • 21. Our Digital history and Products – nzherald.co.nz with Thomas Du Chateau
    • 22. The Product Team with Umesh Sripad
    • 23. Product Team • What is a Product – A portal where our customers engage with brand, consume content and interact with adverts. Eg: nzherald.co.nz, nz regionals websites, mobile apps, tablet apps • Who is in Product team – Web Designers, UX specialist, Analysts, front end developers and Product Managers • What do we do? – Product Managers are internal and external liaisons. • Internally we work with the cross functional team (Editorial, commercial, technology, marketing and senior management). • And externally we enable our audience to engage with brand on the technology platform of their choice.
    • 24. How do we strategize initiatives or ideas
    • 25. How do we strategize initiatives or ideas • • • • • Organisational direction and needs Innovation and inventions in technology space First to market opportunity Market trends Competitor analysis
    • 26. How is a product visualised?
    • 27. Visualising the product • • • • • Content strategy and uniqueness Advertising strategy and other revenue options Strengths and weaknesses Marketing – Audience growth and engagement Design, UX and IA
    • 28. So… from concept to development • • • • • • • • • Conceptualise the brief or idea GOOB (Get out of the building) for ideas Blank paper or whiteboard Design (with consumer in mind, not the stakeholders) Usability and User Experience Development (technology) Go-to-Market (Marketing strategy) Commercialisation Continuous review and Improvements
    • 29. Digital product journey 1998 - present
    • 30. Some Achievements • The NZ Herald brand now exists on 10 separate platforms reaching over 65% of NZ, being the first news brand to launch the iPad app, iPhone app and Windows 8 app • NZ Herald has the largest Social Media news audience in Australasia • NZ Herald launched the AU and NZ first responsive mobile site • Most awarded digital news brand in Australasia (Webby’s, Panpa, Cannons, WAN/IFRA) • 10 Regionals Sites are being integrated into the NZ Herald by July 31 = 9% audience spike • Launched the first fantasy sport game in NZ this year and have a tipping game (65,000 players in 2013) • The Listener moved to a hard pay wall model Oct 2012 and includes all content from the printed magazine plus some limited digital only content. Learning's for NZ Herald • FoodHub is a new recipe focused vertical that aggregates content from other APN publications. Launched Oct 2012. • NZ Woman’s Weekly female site in NZ with over 100% audience growth year on year
    • 31. How can you get involved • Have a kick ass idea? – we’ll help shape it for you – Write a quick brief with what the idea is, how does it help product to make revenue or increase audience, can we get a sponsor, etc – Remember all ideas are good ideas
    • 32. Key Initiatives for 2014 • Personalisation (data driven) • Develop niche products to retain audience and grow brand engagement • Data Journalism • Data Driven Advertising • Design optimisation to grow engagement • Custom Publishing – mobile platform • Community platform development • Ecommerce and transactions
    • 33. Any questions???
    • 34. Regional Overview with Tracey Bond
    • 35. Background • Town Centre launched new web & mobile sites for ARM and NZRNN - Nov 2012 • Town Centre project radically de-scoped by ARM – resulting in loss of: – – Community building functionality – for local communities & local business Community related commercial opportunities
    • 36. Background • Essentially what was delivered was a redesign • NZRNN web & mobile sites controlled & developed by ARM – NZ had little/no input into product roadmap • No ability to improve on initial designs • Site architecture resulted in poor user experience • ARM URL structure limited analytics tracking • Lack of timely technical help from ARM
    • 37. Bringing the sites back to NZ Benefits of integrating the NZ Regional sites into the nzherald.co.nz domain: • • • • • • • • • Cost savings – hosting & maintenance in AU - $285K Greater scope to monetize the Regional inventory Efficiencies created by a single platform Good positioning for a potential paywall opportunity – bundled subscription packages with NZH & NZR Competitive advantage for APN – Increased nzherald.co.nz UB numbers – potential to match or exceed stuff.co.nz A more comprehensive content offering for the NZH & NZR readers Improved analytics tracking Maintain the same Regional URL’s (http://www.hawkesbaytoday.co.nz/) Common user experience mechanisms
    • 38. Integration - key criteria • Brand identity - Regional sites must retain their individual brand identity so that readers who only visit for regional content feel they are visiting a regional site • Strong alignment of the user experience with that of nzherald.co.nz – this will assist NZH readers with discovery of regional content
    • 39. Driving traffic to regional sites Publications dropdown menu on nzherald.co.nz will list all regionals – driving traffic to the Regional sites
    • 40. HOMEPAGE • Individual brand identity • Clean more news focused designs • Larger image sizes to feature the great photography • Clean navigation – all content in top level navigation menu • Network navigation for NZ Herald
    • 41. ARTICLE PAGE • Individual brand identity • Alignment with user experience of nzherald – assisting nzherald readers to discover regional content
    • 42. Integration • • • NZRNN integrated into nzh platform August 20 2013 Positive response from users and advertisers “cleaner” “easier to navigate” Initial drop in audience – a known risk which was communicated to business prior to launch • Looking at strategies to mitigate traffic loss (replacing features/sections which were de-scoped by Development) Staff now comfortable with new content management system – additional training to be provided at regional sites •
    • 43. Loading content Media Services (Auckland) Times Age, Wanganui Chronicle (Mon – Sat) Daily Post, Northern Advocate (Sat) Content Administrators (Auckland) Bay of Plenty, Hawke’s Bay (Mon – Sat) Daily Post, Northern Advocate (Mon – Fri) Shared content, galleries, video Digital Advocates Extra content, galleries, video, comments, polls, ranki ng, editor’s picks Ad Ops Ad campaigns, marketplace adverts Marketing Promotions, marketing promo spot
    • 44. The products • Live link through to www.rotoruadailypost.co.nz? • The products – banner, wallpaper, mrec, marketplace • Carousel was de-scoped (only had 3 clients) • Other solutions for clients – rss feed • Sections and buckets
    • 45. 2014 – Key challenges •Re-build audience growth •Improve commercial offering to Regions •Improve National sales
    • 46. 2014 - Business priorities Revenue • Regional Sales rollout early November • Improve Regional Advertising proposition • Offer new advertising products • Ensure regionals have access to new commercial innovations Audience Engagement • Focus on raising time spent on site/PPV • Emphasize discoverability of local, unique content • More focus on of local content • Focus on Video content • Improve access to content through NZH Homepage
    • 47. 2014 – Initiatives Revenue 1.Location based Adv for SME’s (mFlyer) 2.New Regional Mobile App 3.Marketing Services (Google trial) 4.Classified Carousels 5.Improve ‘marketplace’ to reflect local offerings Audience Engagement 1.Introduce ‘Most Popular’ 2.Regional video training 3.Launch of new tools E.G. ‘Follow the’ story 4.Focus on local SEO and specific SEP pages 5.Local Marketing to promote sites
    • 48. Classifieds with Trent Helmbright
    • 49. Targeting with Taryn Simmen
    • 50. Digital – targeting APN NZ Media is a division of APN New Zealand Ltd.
    • 51. Section & Page Type Targeting • Section • Eg. National News • Sub-Section • Eg. Crime • Page Type • eg.Quickread, Video and Photo Galleries, Saved articles
    • 52. Note: • When targeting to a sub-section, the ‘Section’ rates must be used, plus an additional 10% load. • Inventory for sub-sections needs to be checked with the Traffic team (traffic@apn.co.nz) before booking.
    • 53. Contextual Targeting • Keyword and Tag targeting to align Ad with relevant context. • This is booked as a product in it’s own right and is not an ‘addon’. • 760x120 and 300x250 ad sizes to be supplied. The ad unit which fits the page will be displayed. • 5 Tag classifications and 30 Keywords per article page. • It is important to carefully consider the keywords chosen. Negative keywords can also be added to ensure you avoid the following situations….
    • 54. Geographic Targeting • Country / Region / City targeting based on ISP location. • All campaigns targeted to NZ Eyes by default.
    • 55. GPS Targeting - Mobile • Can select a GPS point and target a radius around it.
    • 56. Time Targeting • Day of Week • E.g. Monday and Wednesday only • Window of Time • E.g. 10am – 12pm daily only.
    • 57. Eg. Subway: 10am-12pm
    • 58. Frequency Capping • Allows reach to be maximised. • E.g. frequency capped to 3 uniques per week.
    • 59. Weather Targeting • Weather Condition • High / Low Temperatures • Weather Location
    • 60. Technology • Browser Properties • Eg. Screen resolution • Mobile Types • Eg. Samsung • Connection Speeds • Eg. Mobile, wireless • Device Types • Eg. tablet
    • 61. Behavioural Targeting
    • 62. BT – What is it?
    • 63. Properties
    • 64. • • • • • • • • • • • • • • • • • • Gender Age User Location Income Relationship Status Interests Education Employment Home Owner Vehicle Owner Has Children Purchase Category Purchase Value Purchase Time Purchase History Deals Viewed Categories Viewed Deal Location
    • 65. Frequency • Types of Behaviour • Casual i.e. Page views to a category • Intent i.e. Search terms • Action i.e. Purchase
    • 66. Pro’s • • • • • • Right audience for your brand Deliver higher degree of relevance. Improves user experience Can buy audiences that are not available e.g. Small Business Transparent data Increases Site Optimisation Con’s • • • • • Users can delete their cookies Multiple users per ‘browser’ Context is King Limited reach – Small number of uniques to page views Impact lessened by other Behavioural targeting
    • 67. Products Pre-Built Segments in Audience Science e.g. Travellers 50,600 unique users and 1.1million page views per week Bespoke Solutions e.g. Heart of the City
    • 68. When to sell • Up-selling tool rather than Primary Offering • If audience not otherwise available • Lower CPM than section targeting Note – Behavioural Targeting should be measured by brand value rather than CTR rate.
    • 69. How to Book BT • • • Check with Traffic on the target you are wishing to use and whether there is available inventory. Use the Behavioural Targeting Products in Mediamanager with plenty of notes. Rate for standard Ad sizes is $25 CPM (subject to review)
    • 70. Measurements and analytics with Sarah Maclennan
    • 71. Data sources • Adobe Site Catalyst (Omniture)  Internal reporting tool for the digital product team, editorial staff and key business stake holders Adobe services are primarily used for APN eyes only content & product performance measurement • Nielsen NetView & Market Intelligence  Netview recently released audience measurement service using hybrid methodology – allows us to see limited competitor data  Market Intelligence is the legacy system that was used for measuring traffic to NZ based sites (both NZ and international audience) plus basic demographics of that audience Primarily used as a sales tools – but we do use it for competitive insights • comScore  An audience measurement tool similar to NetView but using different methodology Primarily used as a sales tool – but we do use it for competitive insights • Hitwise  Competitive analysis tool that provides in-depth Mosaic demographic profiling. Sales tool – key for demographic profiling NOTE: All measurement services will generate different data as they use different methodologies. The key discipline is to make sure that we are consistent is what source we are using when looking at performance. 78
    • 72. Terminology Metric Metric for What does it mean Used by Also known as Unique browsers Audience Provides a guide to the number of readers that visit the site. It does not represent actual people, it represents web browsers and different devices which can lead to duplication over long periods of time (monthly data for example). Nielsen Market Intelligence, Omniture UB Unique visitors Audience A metric created by comScore that best reflects actual people. comScore UV, Total unique visitors Page impressions Traffic The number of times a page on site has been loaded. Nielsen Market Intelligence, Omniture, comScore PI, Page views, PV Visits Visits The number of times a unique browser or visitor has come to the site in a certain time period Nielsen Market Intelligence, Omniture, comScore Visits, Sessions Pages per visit Engagement The number of pages that are consumed each time a user comes to the site Nielsen Market Intelligence, Omniture, comScore PPV Nielsen Market Intelligence, Omniture, comScore ASD, average time spent per visit Nielsen Market Intelligence, Omniture, comScore APD, average time spent per visit The average amount of time spent per site visit. Average session duration Engagement Can be measured in seconds or minutes dependant on the analytics tool. The average amount of time spent on a page. Average page duration Engagement Can be measured in seconds or minutes dependant on the analytics tool. 79
    • 73. Key metrics to take into account Traffic and audience  For an advertiser they look at our unique browsers/audience to make sure their product or brand will reach the amount of people they need it to, but they will purchased based on page impressions. Demographics  Demographic information allows tailoring of propositions, showing that their brand can be exposed to either their target market (if we fit that) or how we can compliment their current offering. Engagement  Engagement metrics can be helpful in Sales when demonstrating that we can offer premium product. These metrics would help support the traffic and audience numbers. 80
    • 74. When to use us There are a number of different scenarios that you can use Ad Ops, Research or Product Analytics a few of which are… Pitching to a new client or for a new campaign  This is a great chance to speak with the Research team, discuss the story we want to tell. How do we fit into their offering, what are the latest or forecasted numbers for the period that they are looking at etc. Inventory queries  All inventory queries should be directed to the Ad Ops team. Audience demographics  The Research team can help with top level demographics as well as Mosaic profiling. Post campaign reporting   Where it has been an integrated campaign it will be potentially a mix of Product Analytics, Ad Ops and Research that will be providing reporting. To keep things easy, feel free to contact one person and we can pull the information. For any ad served content, Ad Ops will help Section numbers  For information on specific sections come through to Product Analytics 81
    • 75. What else can we provide? APN tracks all of the core components of a site and page specific elements such as the section ID’s, tags, page types, content types, page names etc., through to the hour of day, day of week and content placement on a page. A few key ways where Product Analytics can help are:  Using the insights we collect to see how people use the site, how long do they spend in a section, what other sections are they likely to view in an average visit, etc.  What the performance is like from different referrers, if an advertiser wants to target social users and they have a campaign linked to editorial content on the site, we can look at how much will that reader consume on average in the sections.  If a lofty target has been insisted upon by an advertiser, we can provide insights in what changes may be needed to achieve the target (if there are any).  Work with Ad Ops with Mobile App traffic and audience estimates. 82
    • 76. Break
    • 77. Making it Happen, Provisioning and Process with Melissa Evans and Sophie Scott
    • 78. Commercial Team Ad Ops APN NZ Media is a division of APN New Zealand Ltd.
    • 79. What is Ad Ops • Ad Ops controls and operates the ad servers as their primary responsibility. Almost everyone in the company depends on us for something. Whether it’s the marketing team trying to get a promotion live, the finance needing accurate historical reports, the Product development team trying to evaluate and implement a new technology, or just the day to day interaction with the Sales team to understand what clients want. Ad Ops is an information hub within the company, and a key resource for getting things done! • From a strategic standpoint, virtually any new technology, from workflow management to analytics to data management eventually needs to interact with the ad server, so Ad Ops is inherently at the centre of those conversations and product rollouts • Responsible for pricing, ad product creation, inventory management etc • In summary Ad Ops refers to processes and systems that support the sale and delivery of online advertising, we really do it all..
    • 80. Our Team Commercial Manager Tama Sefuiva Commercial Product Manager Lisa Moore-Bocarro Campaign Manager Team Lead Melissa Evans Campaign Manager Morgan Johnston Campaign Manager Katie Ly Art Director Scott True Advertising Operations Specialist Taryn Simmen Campaign Manager Charlotte Baker Ly
    • 81. When to come to us • Supply inventory projections for future orders for sales on flights that are more outside of the square - Sales and coordinators can pull basic inventory reports (product) • Generate reports internally and externally • Deal with creative issues • Check creative concepts executions • Provide feedback on how successful ad/campaign might be and provide feedback and suggestions • You can come to the Ad Ops team for anything really relating to digital campaigns whether that’s inventory projections, GeoTargeting, Time Targeting, BT Targeting • Screenshots – please organise if needed with us first
    • 82. Products • When booking in a digital campaign you need to select which product used whether you want your campaign to run across the site or in a particular channel such as National News, Business, Sport and so on.. The product you select determines where your advertisement will run. Words to look out for SOV, Daily Buys Freq caps, Time Targeting, Geo Targeting, Contextual (keywords) • Most campaigns are sold on a cost per 1,000 or CPM therefore you always need to enter in a cost per impression as below • Example: If you wanted to booked a Headline Rectangle 300x250 on the Northern Advocate for 23,500 page impressions @ $13.90 CPM the flight would look like below • Please note there are a few exceptions where the cost is fixed such as sponsorship buys, production costs, textlinks etc which are listed with a flat rate buy in the rate card, or which can't be attributed to an impressions goal, e.g. marketplace. For these products only that you should use the Flat Rate option.
    • 83. Big Banner 760x120 or 728x90 run at the top of the page Medium Rectangles 300x250 Depending on how long the articles are we can serve up to three rectangles on the page 1) Headline Rec (above the fold) 2) Content Rec within the article 3) Direct Rectangle
    • 84. • 300x600 or Half Pages - this ad size runs in the headline rectangle position • 460x400 or Super Rectangles this ad size currently runs in the content rectangle position
    • 85. Pre-Roll Videos • • • Pre-Roll Videos 620x350 15 sec” max Two types of companion banners available 760x120 Big Banner or 620x55
    • 86. Mobile and iPad • • • iPhone, Android and NGM 300x50 and 320x50 iPad 370x370 index pages only GPS targeting
    • 87. Text Links & Relevant Offers Special Offers Special Offers move from the bottom of the page to the side bar. They will maintain the same format but operate as a carousel. 50x50 Logo with up to 90 characters. Relevant Offers Relevant offers are contextually targeted by keyword, tag or article I.D. They are given more space and are placed in line with the content. The heading will change dynamically depending on the type of booking made. E.g. Now Hiring, Now Leasing, Press Release. Image: 140 x 93 Heading: Max 70 characters (Similar to Google search results) Text: Max 200 Characters
    • 88. Rich Media • Rich Media refers to online advertising that makes use of a range of interactive digital media including streaming video and audio that is fetching to the eye or created in a format that isn’t standard GIF. More specifically this means that the ad pulls in additional information from a server beyond what is served up with the initial load. • Rich media must be 3rd party ad served – this means that we are not hosting the creative via SAS but rather a third party supplier such as double click, media mind or facilitate. There are extra costs involved with third party ad serving but there are added bonuses when using this service.
    • 89. Billboards 970x250 • • This is one of my personal favourite ad units its big and its easily closed. We prefer to have as limited animation within the creative as possible. The idea of these rules is to not annoy readers and to reduce the close rates for advertisers. Once the ad is closed, its replaced on the next impression by either a rectangle (when served on the homepage) or a big banner (when served elsewhere on the site) the Billboard ad can be expanded again so everybody wins. Billboards can run on the Homepage or as channel buys such as national news etc
    • 90. Takeovers • Full Takeovers: Wallpaper (1900x920) Extended Big Banner (1000x130) and Headline Rectangle (300x250) These are popular executions.
    • 91. All messaging in the wallpapers must fall within the 130 pxl line as below, anything outside of this area will be cut off from a large part of our audience for users on smaller screens.
    • 92. Contextual Targeting • • • • 300x250 and 760x120 Is a form of targeting your advert to specific content via a list of keywords The server scans the first 250 words of an article and if one of the keywords supplied is found then your ad will be served. This is a great way to target your core demographic.
    • 93. Geo-Targeting • We can target to specific regions or even countries • We can even target cities based on weather temperatures
    • 94. Time Targeting
    • 95. How to check inventory SAS http://apnnz.aimatch.com • Reports > Product Reports> filter by date and product > Run Report You can use this tool to pull all projected inventory except run of site. We need to use a separate report for all ROS avails due to the tier ie Standard CPM – Pre-emptible. To pull ROS inventory Report> BI Reports > ROS Inventory > and filter by dates required
    • 96. How to book digital campaigns
    • 97. Servers • Media Manager - is a system used to booked all print and digital campaigns. Once a campaign has been entered into media manager you will export the IO and send on to client/agency to approve. Once approved you will need to convert proposal which is when we are alerted to the booking. PLEASE BE 100% SURE THE DETAILS ARE CORRECT BEFORE CONVERTING THE IO. • - is the system used to ad serve all the creative. You will need a login to pull Product reports to check inventory avails, BI Reports (post campaign reporting)
    • 98. Day Two Test 10 questions – 20 minutes
    • 99. Day Two Assignment In pairs choose two products and prepare to create a display poster that demonstrates the following: • • • • What it is The main features The benefits of those features What tangible result will it produce for two of your customers The poster will be produced tomorrow morning. This is your preparation time Remember AIDA
    • 100. Day Three
    • 101. Multimedia Campaigns with Lisa Moore-Bocarro
    • 102. I’ve sold it. Now what happens? • Brief – What – has been sold – When – is it live • Review the collateral supplied and specs – Use apn.co.nz as a resource • Designs (aka mocks or flats) – This is the time to make amends …and to check functionality • Build – This is when the coding happens… • Test – Cross-browser testing • LIVE
    • 103. MERCEDES BENZ: Objective: Position Mercedes Benz in the invoked set of up and coming business people Media: • Video • Microsite • Print
    • 104. BNZ Closed for Good Objective: Provide a highly visible banner space, with Client control over content to support an annual one-day initiative Media: • Online – billboard banner
    • 105. NOKIA LUMIA: Objective: Launch the first Windows phone in NZ Media: • Video • Microsite • Outdoor • Radio
    • 106. VODAFONE RED Objective: Launch the new Vodafone Red plans – they are all about you Media: • Online
    • 107. RAY WHITE PONSONBY Objective: Provide a solution for the Client to manage their mobile advertising real time Media: • Online – handheld devices
    • 108. TOURISM AUSTRALIA Objective: Utilise APN assets in an integrated way to highlight Australia as a holiday destination (vs Pacific Islands etc) Media: • Online • Print • Video
    • 109. Intro to Selling Digital and the Zero Moment of Truth
    • 110. Intro to Selling Digital and the Zero Moment of Truth
    • 111. Intro to Selling Digital and the Zero Moment of Truth
    • 112. Creating Value - What’s Keeping Them Up at Night?
    • 113. Creating Value – Unique Value – Why us?
    • 114. Creating Value – the introductory call and positioning statement
    • 115. Questioning
    • 116. Schedules and Proposals – a Working Lunch
    • 117. Objections and Closing
    • 118. Final Assignment Preparation
    • 119. Final Presentations
    • 120. Wrap Up

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