0
TMK.EDU
DIGITAL: SITE DIRECT
Presented by
Craig Stein
9/4/13
Tuesday, September 10, 2013
WHAT’S ON TAP
• Some History
•What is Site Direct?
• Planning & Buying
Site Direct
Tuesday, September 10, 2013
THE NET IS GROWING
Source: Internet World Stats, IDC
Tuesday, September 10, 2013
OVER 48B WEB PAGES
Tuesday, September 10, 2013
CONSUMERS & MARKETERS ARE
MIGRATING ONLINE
Source: eMarketer
Tuesday, September 10, 2013
A BRIEF HISTORY OF DISPLAY
1993
First Clickable Ad
1994
Banner Ad is Born
1996
First Ad Server
2000’s - Today
Golden Age o...
DIGITAL ADVERTISING LANDSCAPE
Digital Advertising: Uses the Internet to deliver promotional/marketing messages to
consumer...
SITE DIRECT
Tuesday, September 10, 2013
WHY SITE DIRECT
Site Direct -- noun ˈsīt də-ˈrekt
A method of buying digital media inventory straight
from a publisher who...
HOW TMK DOES SITE DIRECT
We believe in quality over quantity
We recommend only going several publishers deep
with Site Dir...
ACCESS TO ALL INVENTORY
“I want this, and this, and a little of that”
Choosing the exact combination of
specific placement...
PREMIUM INVENTORY
Tuesday, September 10, 2013
SHARE OFVOICE & REACH
Tuesday, September 10, 2013
CUSTOM INTEGRATIONS
Tuesday, September 10, 2013
PUBLISHER ACCESS
1. First access to new inventory, sections,
opportunities
2. Access to custom publisher research and tool...
STANDARD/CUSTOM CREATIVE
Tuesday, September 10, 2013
STANDARD/CUSTOM CREATIVE
Tuesday, September 10, 2013
PLANNING & BUYING SITE DIRECT
Tuesday, September 10, 2013
MANAGING SD CAMPAIGNS
Step One
Strategy
Step Two
Selection
Step Three
Negotiation
Step Four
Ad Serving
Inputs
•  Client ob...
STRATEGY
•Determine what the objective of the effort is
•How much are you looking to spend
•What support points justify th...
BUYING MODELS
Flat Rate Sponsorship: A fixed cost over a time
period, impressions served, or share of voice
CPM: Cost per ...
SELECTION
•Who are you trying to reach
•What is the creative: standard, rich, etc; can
it leverage partner context, catego...
SELECTION TOOLS
Audience
Research
Audience
Qualifiers
Tuesday, September 10, 2013
NEGOTIATION
•Upon RFP, determine if costs fit within range
•Is the cost competitive within the
marketplace / versus simila...
AD SERVING
•Make sure you have all assets in hand and
creative rotations set
•Generate tags
•Traffic buy (by self or via O...
HOW AN AD GETS LIVE
Tuesday, September 10, 2013
AD SERVERS
Digital
Tuesday, September 10, 2013
TAGS & CONTAINERS: A HISTORY
Tuesday, September 10, 2013
AD SERVING ECOSYSTEM
Tuesday, September 10, 2013
EVALUTION
•Pull performance results from ad server or
through 3rd party vendor (Visual IQ)
•Match ad performance to client...
OPTIMIZATION
•Even with Site Direct, it’s aways important to
interrogate results and always look to
improve
Repeat…
Step S...
IN SUMMARY
1.
Determine how Site Direct can benefit your
campaigns given its unique advantages; solid
planning is crucial ...
THANKYOU!
CONTACT: CSTEIN@MEDIAKITCHEN.TV
Tuesday, September 10, 2013
Upcoming SlideShare
Loading in...5
×

Digital Site Direct Media Buying

875

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
875
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
29
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Digital Site Direct Media Buying"

  1. 1. TMK.EDU DIGITAL: SITE DIRECT Presented by Craig Stein 9/4/13 Tuesday, September 10, 2013
  2. 2. WHAT’S ON TAP • Some History •What is Site Direct? • Planning & Buying Site Direct Tuesday, September 10, 2013
  3. 3. THE NET IS GROWING Source: Internet World Stats, IDC Tuesday, September 10, 2013
  4. 4. OVER 48B WEB PAGES Tuesday, September 10, 2013
  5. 5. CONSUMERS & MARKETERS ARE MIGRATING ONLINE Source: eMarketer Tuesday, September 10, 2013
  6. 6. A BRIEF HISTORY OF DISPLAY 1993 First Clickable Ad 1994 Banner Ad is Born 1996 First Ad Server 2000’s - Today Golden Age of the Banner Tuesday, September 10, 2013
  7. 7. DIGITAL ADVERTISING LANDSCAPE Digital Advertising: Uses the Internet to deliver promotional/marketing messages to consumers. Digital advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. •Site Direct •Optimized Display / Programmatic •Video •Mobile / Tablet •Social •Search •Content Source: Wikipedia Tuesday, September 10, 2013
  8. 8. SITE DIRECT Tuesday, September 10, 2013
  9. 9. WHY SITE DIRECT Site Direct -- noun ˈsīt də-ˈrekt A method of buying digital media inventory straight from a publisher whose advantages include: 1. Access to site’s full inventory 2. Premium inventory & placements 3. Share of voice & reach 4. Custom sponsorships & integrations 5. Access to publisher-only resources 6. Creative flexibility Tuesday, September 10, 2013
  10. 10. HOW TMK DOES SITE DIRECT We believe in quality over quantity We recommend only going several publishers deep with Site Direct to maximize the benefits of the channel Leverage Site Direct with what it’s best for, reaching a high composition of a target Otherwise, Optimized Display is an effective, efficient audience buying channel Tuesday, September 10, 2013
  11. 11. ACCESS TO ALL INVENTORY “I want this, and this, and a little of that” Choosing the exact combination of specific placements Tuesday, September 10, 2013
  12. 12. PREMIUM INVENTORY Tuesday, September 10, 2013
  13. 13. SHARE OFVOICE & REACH Tuesday, September 10, 2013
  14. 14. CUSTOM INTEGRATIONS Tuesday, September 10, 2013
  15. 15. PUBLISHER ACCESS 1. First access to new inventory, sections, opportunities 2. Access to custom publisher research and tools 3. Cross-platform integration 4. Added value Tuesday, September 10, 2013
  16. 16. STANDARD/CUSTOM CREATIVE Tuesday, September 10, 2013
  17. 17. STANDARD/CUSTOM CREATIVE Tuesday, September 10, 2013
  18. 18. PLANNING & BUYING SITE DIRECT Tuesday, September 10, 2013
  19. 19. MANAGING SD CAMPAIGNS Step One Strategy Step Two Selection Step Three Negotiation Step Four Ad Serving Inputs •  Client objectives •  Budgets •  Planning parameters •  Research Deliverables •  Role of channel •  Buying model •  Success metrics Inputs •  Site audience and analysis •  Creative unit options and constraints •  Historical performance Deliverables •  Partner list Inputs •  Historical pricing •  Marketplace overview and conditions •  Objective & goal setting Deliverables •  Recommended plan •  Ad specs •  Buy projections / guarantees Inputs •  Creative assets •  Create tags •  Traffic Deliverables •  Traffic and live campaign confirmation Inputs •  Ad server and/or 3rd party reporting •  Client provided metrics Deliverables •  Performance reports •  Optimization recommendation Repeat… Step Five Evaluation Step Six Optimization Tuesday, September 10, 2013
  20. 20. STRATEGY •Determine what the objective of the effort is •How much are you looking to spend •What support points justify the need for Site Direct Step One Strategy Inputs •  Client objectives •  Budgets •  Planning parameters •  Research Deliverables •  Role of channel •  Buying model •  Success metrics •Determine specifically the role for Site Direct •How is the campaign / partner being bought •How will success be determined Tuesday, September 10, 2013
  21. 21. BUYING MODELS Flat Rate Sponsorship: A fixed cost over a time period, impressions served, or share of voice CPM: Cost per thousand impressions CPA: Cost per action / acquisition CPE: Cost per engagement CPC: Cost per click CPL: Cost per lead Tuesday, September 10, 2013
  22. 22. SELECTION •Who are you trying to reach •What is the creative: standard, rich, etc; can it leverage partner context, category, niche •Has the publisher performed in the past •Determine what partners should be included in the RFP, and send out RFP’s Step Two Selection Inputs •  Site audience and analysis •  Creative unit options and constraints •  Historical performance Deliverables •  Partner list Tuesday, September 10, 2013
  23. 23. SELECTION TOOLS Audience Research Audience Qualifiers Tuesday, September 10, 2013
  24. 24. NEGOTIATION •Upon RFP, determine if costs fit within range •Is the cost competitive within the marketplace / versus similar partners •Does the partner know your KPI’s and does the RFP speak to them; is the proposal cookie cutter •Construct recommendation •Compile all relevant specs / work with Account & Creative teams •Ensure T’s & C’s are clear Step Three Negotiation Inputs •  Historical pricing •  Marketplace overview and conditions •  Objective & goal setting Deliverables •  Recommended plan •  Ad specs •  Buy projections / guarantees Tuesday, September 10, 2013
  25. 25. AD SERVING •Make sure you have all assets in hand and creative rotations set •Generate tags •Traffic buy (by self or via Operative) •Ensure confirmation from Operative and publisher that buy has been activated properly Step Four Ad Serving Inputs •  Creative assets •  Create tags •  Traffic Deliverables •  Traffic and live campaign confirmation Tuesday, September 10, 2013
  26. 26. HOW AN AD GETS LIVE Tuesday, September 10, 2013
  27. 27. AD SERVERS Digital Tuesday, September 10, 2013
  28. 28. TAGS & CONTAINERS: A HISTORY Tuesday, September 10, 2013
  29. 29. AD SERVING ECOSYSTEM Tuesday, September 10, 2013
  30. 30. EVALUTION •Pull performance results from ad server or through 3rd party vendor (Visual IQ) •Match ad performance to client specific KPI’s and client provided goals •Generate performance reports as needed (media team or in tandem with Strategy & Analytics) •Provide recommendations for campaign improvement Inputs •  Ad server and/or 3rd party reporting •  Client provided metrics Deliverables •  Performance reports •  Optimization recommendation Step Five Evaluation Tuesday, September 10, 2013
  31. 31. OPTIMIZATION •Even with Site Direct, it’s aways important to interrogate results and always look to improve Repeat… Step Six Optimization Tuesday, September 10, 2013
  32. 32. IN SUMMARY 1. Determine how Site Direct can benefit your campaigns given its unique advantages; solid planning is crucial to successful Site Direct campaigns 2. When testing partners, go deep with few versus shallow with many 3. While not “Optimized Display,” Site Direct is a display channel that works best when optimized: planned, re-planed, re-allocated, and fine-tuned Tuesday, September 10, 2013
  33. 33. THANKYOU! CONTACT: CSTEIN@MEDIAKITCHEN.TV Tuesday, September 10, 2013
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×