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Site Direct, Video & Social

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Presented at TMKedu by Craig Stein on August 6, 2014 …

Presented at TMKedu by Craig Stein on August 6, 2014

Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.

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  • 1. TMK.EDU SITE DIRECT,VIDEO & SOCIAL Presented by: Craig Stein 8/6/14
  • 2. WHAT’S ON TAP •A brief history of the interwebs •The current state of digital advertising • How TMK does: •Site Direct •Video •Paid Social •Digital planning •Q&A
  • 3. HISTORY OF ONLINE ADVERTISING Spam 1978 First Clickable Ad 1993 Email/Bulletin Boards 1990 Source: AdPushUp First Keyword Ad 1995 Ad Servers 1996 Golden Age of Banners 2000-Today Social Revolution 2006-Today Video 2012-Today
  • 4. THE NET IS GROWING Source: Internet World Stats, IDC
  • 5. THE NET IS GROWING Source: www.internetlivestats.com 2014: 2,900,0000,000
  • 6. OVER 1B WEB DOMAINS
  • 7. CONSUMERS & MARKETERS ARE MIGRATING ONLINE Source: eMarketer
  • 8. CONSUMERS & MARKETERS ARE MIGRATING ONLINE Source: eMarketer
  • 9. 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 •Programmatic •Video •Mobile / Tablet •Social •Search •Content Source: Wikipedia
  • 10. SITE DIRECT
  • 11. 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
  • 12. 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 specific target Otherwise, Programmatic is an effective, efficient audience buying channel
  • 13. ACCESS TO ALL INVENTORY “I want this, and this, and a little of that” Choosing the exact combination of specific placements
  • 14. PREMIUM INVENTORY
  • 15. SHARE OFVOICE & REACH
  • 16. CUSTOM INTEGRATIONS
  • 17. PUBLISHER BENEFITS 1. First access to new inventory, sections, opportunities 2. Access to custom publisher research, tools, events, etc. 3. Cross-platform integration 4. Added value
  • 18. STANDARD CREATIVE
  • 19. CUSTOM CREATIVE
  • 20. 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 / (anythhing!) CPE: Cost per engagement CPC: Cost per click CPL: Cost per lead
  • 21. VIDEO
  • 22. TODAY 89 million people in the United States are going to watch 1.2 billion online videos Source: Wikipedia
  • 23. 23 The average American spends 7:24 watching online video PER MONTH ce: NielsenVideo ConSensus
  • 24. 24Source: Cisco (Visual Networking Index) Online video traffic will be 55% of all global consumer Internet traffic BY 2016
  • 25. 25 523+ billion videos were streamed in 2013, a 35% increase in video streams Source: NBC News DIGITAL VIDEO’S GROWTH
  • 26. 26 Video now accounts for 50% of all mobile traffic; consumers are 3x as likely to view a video on a mobile device than a PC Source: Invodo, Comscore MOBILE IS FUELING VIDEO
  • 27. 27Source: Huffington Post, eMarketer GROWTH POISED TO CONTINUE
  • 28. 28 76% of marketers plan to add video to their sites, making it a higher priority than Facebook,Twitter and blog integration Source: Social Media Examiner MARKETERS ARE EVOLVING
  • 29. 29 SO ARE PUBLISHERS
  • 30. 30Source: eMarketer Video advertising spend to grow to $9B+ by 2017 AND SO ARE WE
  • 31. 31Source: IAB 1. Site Direct 2. Programmatic / Network BUYING VIDEO: CHANNELS
  • 32. 32Source: IAB 1. In-Stream Video 2. In-Banner Video 3. In-Text Video BUYING VIDEO: FORMATS
  • 33. 33Source: IAB Generally played or viewed from a video player LinearVideo (Pre-rolls, takeovers) Non-LinearVideo (Overlays)CoreVideo Ad Product Ad takes over the full video experience for some time Ads run concurrently with video experience and do not take over the full video experience Consumer Ad Experience Before, between, and after video content During, over, within contentAd Product Placements Text, banners, rich media, video player skinsCompanion Ad Products IN STREAMVIDEO
  • 34. 34 Generally displayed in IAB standard ad units In-BannerVideo (Rich Media)CoreVideo Ad Product Video triggered within banner, often explanding Consumer Ad Experience Within the webpage, generally surrounded by contentAd Product Placements NoneCompanion Ad Products Source: IAB IN BANNERVIDEO
  • 35. 35 r In-TextVideo (Rich Media)CoreVideo Ad Product Video triggered when user mouses relevant words Consumer Ad Experience Identified as a highlighted word within contentAd Product Placements NoneCompanion Ad Products Source: IAB IN TEXTVIDEO
  • 36. 36 ACCORDING TO THE IAB Source: IAB
  • 37. 37 ACCORDING TO CONSUMERS Source: Poll Position When you go online to view free content, what do you think is the acceptable duration of an online advertisement you must view before seeing that free content?
  • 38. SOCIAL
  • 39. HOW TMK DOES SOCIAL We believe a sound social strategy is one that recognizes paid, earned and owned channels as part of an interconnected program. Siloed strategies that treat each channel independently are rarely as effective as a comprehensive approach. Within the paid social channel, we tend to organize our activities in terms of three broad categories: • Targeting • Amplification • Optimization
  • 40. TARGETING We have broad experience buying media across Twitter, Facebook, Google+, LinkedIn, and the major and minor social publishers.We work with top-tier managed ad buying platforms with full Publishing API and listening ability.We employ audience interest targeting, based on real-time conversation data (when available) and refined by demographic targeting, to target ads to existing and potential audiences.
  • 41. AMPLIFICATION We believe that one of the best uses of paid social media is amplification of owned / organic postings, and that these amplifications need to happen within a relatively short window (often 24 hours) after the original post. Our goal is to achieve maximum engagement at the lowest cost-per-engagement.
  • 42. OPTIMIZATION We take a goal-based approach to paid social campaigns, employing the bidding and optimization engines of our partners to focus campaign budgets toward best performing segments.
  • 43. DIGITAL PLANNING
  • 44. MANAGING 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
  • 45. 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 each digital channel •How is the campaign / partner being bought •How will success be determined
  • 46. SELECTION •Who are you trying to reach •What is the creative: standard, rich, etc; can it leverage partner context, category, niche •Has the publisher/partner 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
  • 47. 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
  • 48. AD SERVING •Make sure you have all assets in hand and creative rotations set •Generate tags •Traffic buy •Ensure confirmation Step Four Ad Serving Inputs •  Creative assets •  Create tags •  Traffic Deliverables •  Traffic and live campaign confirmation
  • 49. EVALUTION •Pull performance results from ad server or through 3rd party vendor •Match ad performance to client specific KPI’s and client provided goals •Generate performance reports as needed •Provide recommendations for campaign improvement Inputs •  Ad server and/or 3rd party reporting •  Client provided metrics Deliverables •  Performance reports •  Optimization recommendation Step Five Evaluation
  • 50. OPTIMIZATION •Across all channels, it’s aways important to interrogate results and always look to improve Repeat… Step Six Optimization
  • 51. IN SUMMARY 1. Leverage what each tactic does best when making purchase decisions 2. Video is growing beyond just a creative unit; consider video’s impact as a lead tactic 3. While a channel, social is about employing the right strategies as much as it is about executing the right tactcs
  • 52. THANKYOU!