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Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
Introduction To Online Media Planning And Buying
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Introduction To Online Media Planning And Buying

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    • 1. Increasing Online Confidence Understanding online media planning and buying Alastair Cartwright July 2009
    • 2. A bit about me <ul><li>11 years online experience </li></ul><ul><li>Part of senior management team that launched a Guardian Media Group website into the market in 2000 – Workthing.com </li></ul><ul><li>Founded Enhance Media in 2001 - Online recruitment communications agency </li></ul><ul><ul><li>First UK recruitment ad agency to be Google qualified </li></ul></ul><ul><ul><li>Developed range of online courses which were accredited to BTEC level 2 standard </li></ul></ul><ul><ul><li>Clients included PwC, T-Mobile, AXA Sunlife, Cap Gemini </li></ul></ul><ul><li>Sold Enhance Media in 2008, now working as a consultant to a number of technology companies </li></ul>
    • 3. Agenda <ul><li>10.00am Introductions and day one objectives </li></ul><ul><li>10.15am The online advertising market </li></ul><ul><li>10.30am UK Online Adspend Study – IAB/PwC </li></ul><ul><li>11.00am Break – coffee </li></ul><ul><li>11.15am Different types of online advertising solutions </li></ul><ul><li>11.30am Understanding social media and how to develop attraction strategies </li></ul><ul><li>12.15pm Basic Principles of online creative </li></ul><ul><li>12.45pm Recap and summary – unanswered questions </li></ul>
    • 4. What do we want from today?
    • 5. The online advertising market
    • 6. Market background and trends
    • 7. Marketing budgets to hit new low in Q4 08
    • 8. … .And so it came to pass….
    • 9. Markets in crisis
    • 10. Disappeared from the High Street
    • 11. Shoppers find convenience and value online
    • 12. <ul><li>In uncertain times …… </li></ul><ul><li>… .when budgets are being slashed </li></ul><ul><li>… ..Marketing has to be accountable </li></ul>
    • 13. <ul><li>This is the first recession </li></ul><ul><li>since the internet has become a </li></ul><ul><li>mass medium…….. </li></ul>
    • 14. Accountability is Online’s trump card A A A K Q
    • 15. Number of internet users in the UK Source: NRS UKOM: Jul-Dec 2008; Jul-Dec 2007 66% UK Pop 71% UK Pop 37% Online Pop 44% Online Pop Internet users going online more than once a day Number of people online
    • 16. 2 thirds of broadband services are now above 2 MB Base: All who know speed of broadband connection at home. Q: Do you know the connection speed of your home broadband package? (Nov 06; Nov 07; Nov 08) Source: BMRB Internet Monitor Nov 2006; Nov 2007; Nov 2008 48% of home broadband users have used wireless broadband at home in the last month (Nov 2008)
    • 17. Weekdays Saturdays Sundays Source: BMRB Internet Monitor, November 2008 Base: All Internet users aged 15+ Online second only to TV - % of media time for all internet users
    • 18. UK Online Adspend Study Results for the full year of 2008 Prepared by PricewaterhouseCoopers for the IAB
    • 19. £3,349.7m market in 2008 An increase of £537.1m year-on-year Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
    • 20. 17.1 % increase 2008 vs. 2007 on a like for like basis Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
    • 21. Online advertising reaches £846m in Q3 £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC ‘ 01 ‘ 03 ‘ 02 ‘ 04 ‘ 05 ‘ 06 ‘ 07 ‘ 08
    • 22. Online in context… Breaking market trends in the UK ad industry
    • 23. <ul><li>% share of revenues for January to December 2008 </li></ul>2008 market share 19.2% (15.5% in 2007) Total advertising market £17.5bn Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.
    • 24. Online only medium showing growth in 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories. Total advertising market growth = -3.5% Year on year growth for 2008
    • 25. Market Share Online’s share growth accelerates to 20% Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC
    • 26. Summary – Full year 2008 <ul><li>Online advertising is the only medium showing growth in 2008 </li></ul><ul><li>Internet advertising reaches £3,349.7m in 2008 </li></ul><ul><li>Online achieved a share of 19.2%, up nearly 4 points from 2007 (15.5%) </li></ul><ul><li>The market grew on a like for like basis by 17.1% year-on-year, still maintaining strong growth </li></ul><ul><li>Online now on a level pegging with Press Display </li></ul>
    • 27. The digital media mix The developing mix of ad products
    • 28. The digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Full year total £3,349.7m % share of revenues for the full year 2008
    • 29. The digital media mix £ millions +7.7% +22.2% +22.7% Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. All online formats are still experiencing growth
    • 30. The digital media mix £ millions IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Year on year comparison
    • 31. Classifieds led by key players
    • 32. The display digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Full year display total £637.4m % share of display revenues for the full year 2008 £495.8m £11.8m £15.5m £13.0m £11.7m £52.4m £12.7m £24.5m
    • 33. 44% of gross display spend through networks
    • 34. The online agency landscape
    • 35. Introduction <ul><li>The definitions of trading online and engaging key audiences online are blurring and the leading companies are now looking at digital in totality and implementing numerous fully tracked initiatives to achieve a range of KPI's. </li></ul><ul><li>The following sections touch upon the majority of areas which need to be considered when using the digital medium </li></ul>
    • 36. Agency roles <ul><li>Generally a brand entering the digital space will require two different agency capabilities; a digital media agency and a creative agency. </li></ul><ul><li>Most digital media agencies will offer creative but many brands prefer to keep them separate. The reason for this can range from pure creative houses being more creative, existing relationships, costs and not putting all eggs in one basket etc. </li></ul>
    • 37. KPI's <ul><li>KPI's for digital direct response marketing should be ROI but can also include such things such as e-mail addresses collected / registrations. </li></ul><ul><li>KPI's for digital brand marketing should reflect the ambitions of the brand such as dwell time on site, reach of a brand messages, weighted scores for visiting different areas of the site, repeat user acquisition etc. </li></ul><ul><li>Each business generally has different ambitions and with comprehensive tracking all KPI's can be measured against. </li></ul>
    • 38. Media agency
    • 39. Media agency <ul><li>Media agencies are generally responsible for all paid for media excluding affiliate marketing. </li></ul><ul><li>Roles covered will be planning and buying online media and search, full responsibility for tracking and reporting, creative asset coordination, forecasting and updating the client on key digital developments. </li></ul><ul><li>Naturally these responsibilities can be broadened or reduced but the above is generally considered a bare minimum. </li></ul>
    • 40. Creative agency
    • 41. Creative <ul><li>Creative agencies must be renowned for their creativity, but also taking into account the need for a direct response message – results! </li></ul><ul><li>With digital being a medium for both direct response and branding it is key to find a relationship between the two and measure both with different KPI's. </li></ul>
    • 42. Direct response creative <ul><li>Direct response creative tends to be placed on cheaper high reach less targeted sites on a CPC or CPA basis. </li></ul><ul><li>The creative needs to on the whole be commerce led with a strong brand presence. </li></ul><ul><li>Creative placements tend to be standard without the use of rich media (i.e. overlays etc). </li></ul><ul><li>DR campaigns are generally measured on pure return on investment i.e. the cost of the media (including agencies, tracking etc) versus the direct financial return (could include life time user value when known). </li></ul>
    • 43.  
    • 44. Brand led creative <ul><li>Brand led creative is generally a richer creative execution and may involve the use of rich media and highly targeted media placements. </li></ul><ul><li>The media value of highly targeted placements is traditionally higher in cost and is normally charged on a CPM basis. </li></ul><ul><li>Brand creative on the whole is not about driving sales but changing the consumers views of the brand / products. </li></ul><ul><li>KPI's can range and various digital brand measurement tools such as Dynamic Logic are available to track progress. </li></ul>
    • 45.  
    • 46.  
    • 47. The digital media armoury
    • 48. How to buy online media <ul><li>Digital media is traditionally purchased via the following mechanics: </li></ul><ul><li>CPM - Cost per mille (1000) - High risk often mechanic for prime inventory </li></ul><ul><li>2. CPC - Cost per click - Favourable but still element of risk </li></ul><ul><li>3. CPA - Cost per acquisition - Most favourable </li></ul>
    • 49. Key display media channels Portals Definition: Web sites that feature numerous content categories and receive a high volume of web traffic Social media Definition: A social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency Verticals Definition: Web media that is focused on a specific area of content or targeted at a specific audience Networks Definition: Companies that aggregate ad inventory from hundreds of websites of various content categories Affiliate Networks Definition: Companies that provide a third party solution for advertisers to form relationships with thousands of smaller websites
    • 50. Portals <ul><li>Typically the largest potential reach in the market </li></ul><ul><li>Availability of inventory creates opportunity for higher volume, but lower conversion rates due to competing advertising and a less qualified audience </li></ul><ul><li>Requires constant testing and optimisation </li></ul><ul><li>Expensive - requires significant investment to generate results </li></ul><ul><li>Traditionally bought on a CPM with a CPC element </li></ul><ul><li>Every portal performs differently by market </li></ul>Your advert Your advert
    • 51. Social Media <ul><li>Enormous reach and easy to implement. </li></ul><ul><li>Can be bought on CPC or free for Twitter </li></ul><ul><li>Engagement to advertising is very low and risks of poor brand exposure are very high </li></ul><ul><li>If mastered sales can be grown to unprecedented levels </li></ul><ul><li>Sites can be teen focused which can lead to small basket sizes </li></ul>Your advert Your advert
    • 52. Verticals <ul><li>Typically very expensive. High CPM rates </li></ul><ul><li>Smaller audience, even though more targeted cannot generate volume efficiently </li></ul><ul><li>More difficult to work with publishers as they tend to be less sophisticated </li></ul>
    • 53. Networks <ul><li>Provides enormous reach with only one agreement </li></ul><ul><li>Requires a great deal of testing and is difficult to optimize, since you do not know on what sites your media is placed (media is purchased by category) </li></ul><ul><li>Inconsistent performance which depends on network, inventory availability and available creative sizes </li></ul><ul><li>Upon CPC test CPA agreements can be reached which is mutually rewarding for all parties </li></ul>
    • 54. Affiliate marketing <ul><li>Very favorable as able to drive cost efficient volume which is paid on CPA </li></ul><ul><li>Requires full-time person devoted to managing affiliate relationships </li></ul><ul><li>Slight lack of brand control </li></ul><ul><li>Provides continual advertising presence at no cost </li></ul><ul><li>One of the most effective ways to trade online as brand reaches sites which could not profitably be worked with </li></ul>
    • 55. Different display advertising formats
    • 56. <ul><li>Skyscraper - http://creativezone.eyeblaster.com/#ItemName=Skoda%20Eat%20My%20Hat%20Skyscraper </li></ul><ul><li>Commercial break - http://creativezone.eyeblaster.com/#ItemName=Coke%20Video%20Wall </li></ul><ul><li>Wallpaper - http://creativezone.eyeblaster.com/#ItemName=Barclay%20card%20skin </li></ul><ul><li>Peel back - http://creativezone.eyeblaster.com/#ItemName=McDonald's </li></ul><ul><li>Homepage takeover - http://creativezone.eyeblaster.com/#ItemName=Harry%20Potter%20Skin </li></ul><ul><li>Floating expandable – http://creativezone.eyeblaster.com/#ItemName=Holden%20Colorado%20 </li></ul><ul><li>Widgets - http://creativezone.eyeblaster.com/#ItemName=Will%20Young%20Widget%20Ad </li></ul><ul><li>Overlay - http://creativezone.eyeblaster.com/#ItemName=Standard%20Life%20Investments </li></ul><ul><li>Shared ads - http://creativezone.eyeblaster.com/#ItemName=Bruno%20Messenger%20Shared%20Ad </li></ul>
    • 57. Search
    • 58.  
    • 59.  
    • 60. Click trends <ul><li>Users generally click on the top organic listings and the top of the paid listings. </li></ul>
    • 61. Search Categories
    • 62. Paid search <ul><li>Search is paid for via a bidding platform, each search term is bid against and when the terms are clicked these monies are owed to search supplier. </li></ul><ul><li>The brand led search terms should be tracked and measured against the defined KPI's and optimised accordingly. </li></ul><ul><li>The direct response search terms should be measured against return on investment i.e. are the sales paying for the search activity (life time value should be considered). </li></ul><ul><li>Paid search can be launched in a matter of hours and changes can be made in real time. </li></ul>
    • 63. May 2009 Account activity Spend £3,728 Click Thrus 6,442 Cost Per Click £0.58 Applications 1,001 Cost per Application £3.700 Conversion Rate 16.6%
    • 64. Organic search <ul><li>There are a variety of ways to optimise copy and content to improve listings. </li></ul><ul><li>Natural search optimisation is a lengthy process and should be treated as a separate project. </li></ul>
    • 65. Organic search <ul><li>Seven keys factors: </li></ul><ul><li>Page submission – submit your pages to search engines </li></ul><ul><li>Design – easy to find, read and navigate </li></ul><ul><li>Title tags – appropriate page title </li></ul><ul><li>Body text – healthy amount with high keyword density </li></ul><ul><li>Anchor text – use text links for navigation </li></ul><ul><li>Fresh content – great for Google, e.g. blogs </li></ul><ul><li>Link building – high quality external links to your website </li></ul>
    • 66. Social networking sites
    • 67. Facebook <ul><li>Facebook </li></ul><ul><ul><li>42,000 joined on Saturday January 3 rd </li></ul></ul><ul><ul><li>Bigger than Google, 9.8 billion page views per month </li></ul></ul><ul><ul><li>More time than AOL + Yahoo! + MSN </li></ul></ul><ul><ul><li>“ When I Was Your Age, Pluto Was a Planet.”- 1,521,083 members </li></ul></ul><ul><ul><li>&quot;If this group reaches 100,000 my girlfriend will have a threesome.“ </li></ul></ul>
    • 68. <ul><li>Create ad </li></ul><ul><li>View Neilson Facebook page </li></ul>
    • 69.  
    • 70.  
    • 71.  
    • 72. How to set up a Twitter account <ul><li>Step 1: Go to http://twitter.com . </li></ul><ul><li>Step 2 : Click the  Join the conversation!  Green Box </li></ul><ul><li>Step 3 : Create a Username. </li></ul><ul><li>I’d recommend using your domain name (ie.  http://twitter.com/ killercreative ) If it’s just for fun or personal use, use whatever you want as the username. </li></ul><ul><li>Step 4 : Start connecting! </li></ul><ul><li>For more information on this check out – </li></ul><ul><li>http://www.twitip.com/how-to-set-up-a-twitter-account/ </li></ul>
    • 73. Businesses using Twitter <ul><li>Dell has created a number of Twitter profiles, (e.g. DellOutlet posts recent refurbished Dell computer offers). </li></ul><ul><li>Starbucks posts new offers and also participates in threaded discussions of these offers with their Twitter-followers. </li></ul><ul><li>Whole Foods Market asks what their clients like to read and watch, recommends new food podcasts and invites them to the company upcoming events. </li></ul>
    • 74. Businesses uses for Twitter <ul><li>Marketing tool:  Businesses are using Twitter as a marketing or public relations channel by connecting with customers directly. </li></ul><ul><li>Building reputations:  Twitter is being used by workers to improve their personal reputations, thereby enhancing the company's reputation. </li></ul><ul><li>Sharing experience:  Staff are sharing information about what they are doing so they can help each other with ideas. </li></ul><ul><li>Information gathering:  Twitter is being used to gather information about what customers, competitors and others are saying about a company. </li></ul>
    • 75. Basic principles of online creative
    • 76. Online display advertising <ul><li>Misconceptions about display </li></ul><ul><li>Firstly, that online is a restrictive space allowing for little creativity. </li></ul><ul><li>Second, that internet display advertising should be interruptive - consumers will never notice you unless you get in their way. </li></ul><ul><li>Finally, online is all about direct response because it’s the most measureable, accountable medium that can facilitate sales from the initial point of consumer interest. </li></ul>
    • 77. Online display advertising <ul><li>As well as encouraging “click to buy” online display has a number of other roles: </li></ul><ul><li>Raising awareness </li></ul><ul><li>Entertainment </li></ul><ul><li>Evoking an emotional response </li></ul><ul><li>Integrating and extending the brand </li></ul><ul><li>Driving online PR and embracing the social element of the web </li></ul>
    • 78. Raising awareness <ul><li>http://www.thegrandunion.com/coi_14/beergogglesgirl/insitu.html </li></ul><ul><li>http://www.thegrandunion.com/coi_14/beergogglesboy/insitu.html </li></ul>
    • 79. Entertainment <ul><li>http://portfolio.london.agency.com/clients/ikea/kitchens/index_01.html </li></ul>
    • 80. Evoking an emotional response <ul><li>https://www.armyjobs.mod.uk/StartThinkingSoldier/Pages/Default.aspx# </li></ul>
    • 81. Driving online PR and embracing the social element of the web <ul><li>http://www.aislondon.com/indigo/ </li></ul>
    • 82. And finally
    • 83. The most creative website ever?...
    • 84. Thank you – Any questions Alastair Cartwright [email_address] 07866 682790 http://www.linkedin.com/in/alastaircartwright http://twitter.com/alcartwright

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