Digital Site Direct Media Buying
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Digital Site Direct Media Buying

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    Digital Site Direct Media Buying Digital Site Direct Media Buying Presentation Transcript

    • 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 of the Banner Tuesday, September 10, 2013
    • 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
    • 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 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
    • 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
    • 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
    • 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 tools 3. Cross-platform integration 4. Added value Tuesday, September 10, 2013
    • 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 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
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • 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 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
    • 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
    • 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
    • THANKYOU! CONTACT: CSTEIN@MEDIAKITCHEN.TV Tuesday, September 10, 2013