Ch 16 18-mp_buying_ppt_rev_10.13


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  • Show white paper on Native advertising
  • An ad exchange is a marketplace that lets publishers and advertisers connect to sell and purchase online advertising; the demand-side platform (DSP, as it is more commonly known) provides another layer of access, oftentimes enabling buyersto tap into advertising across multiple exchanges.Real time bidding.
  • Discuss definition of social media and examples of social media
  • Social Networks - Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup groups, etc. The most popular are Facebook and LinkedIn.Bookmarking Sites - Services that allow you to save, organize and manage links to various websites and resources around the internet. Most allow you to “tag” your links to make them easy to search and share. The most popular are Delicious and StumbleUpon.Social News - Services that allow people to post various news items or links to outside articles and then allows it’s users to”vote” on the items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The community decides which news items get seen by more people. The most popular are Digg and Reddit.Media Sharing - Services that allow you to upload and share various media such as pictures and video. Most services have additional social features such as profiles, commenting, etc. The most popular are YouTube and Flickr.Microblogging - Services that focus on short updates that are pushed out to anyone subscribed to receive the updates. The most popular is Twitter.Blog Comments and Forums - Online forums allow members to hold conversations by posting messages. Blog comments are similar except they are attached to blogs and usually the discussion centers around the topic of the blog post. There are MANY popular blogs and forums.
  • Valuable insights from the client point of view. Note engagement #1 benefit. Discuss how social media engage consumers better than traditional media or search or display ads.
  • Example of blog encouraging interaction and feedback, e.g., share a recipe!
  • These are the biggies, there are others
  • Twitter microblogging
  • Facebook now has about 1 billion users worldwideDiscuss how to use Facebook as a marketing tool.
  • Discuss Facebook vs. Pinterest
  • How does LinkedIn differ fromFacebook, MySpace, Twitter?
  • What is the difference between a social news site like Digg and a social networking site like Facebook?Discuss marketing uses of Digg
  • Stumble Upon is a bookmarking site. What is its value as a marketing tool?
  • Finally, the biggie– You Tube.Discuss the marketing applications of You Tube.
  • Because it’s easy to get overwhelmed with all the social media choices – You need to ask yourself a few questions. Who is your brand’s target audience, and which social networks are they using? For example, if your focus is on reachingmoms - research shows they spend a great deal of their time on Facebook and Pinterest. Twitter isn’t as popular for busymoms, so it’s not a big priority. What are your brand’s goals – brand awareness, customer engagement,or brand building? Finally, what type of content do you have to share on social – videos, photos, data, blogarticles, etc? These are simple questions that will help make sense out of all the social networking choices.BURST CASE STUDIES
  • Ch 16 18-mp_buying_ppt_rev_10.13

    1. 1. Digital Marketing CHAPTER 16 Media Planning & Buying in the 21st Century
    2. 2. Agenda  Digital advertising trends  Role of online in     marketing/media mix Digital advertising options Types of online ads A few ways to buy online ads Case study examples Media Planning & Buying in the 21st Century
    3. 3. Digital Advertising Trends Paid Search is #1
    4. 4. Role of Online in Media Mix  Generate website traffic/visitors  Branding (Image)  Branding (Awareness)  Increase reach of offline media  Expand reach to light users of established media  Serve as direct response vehicle
    5. 5. Online  Advantages   Consumers control what they see/solves relevance issue - Can target interested prospects, e.g., Key Word Search Quality video is increasing in importance - Online commercials can vary in length - Video presentation on website    Growing creative options, e.g., Rich media & video High reach potential if investment is sufficiently high Flexible rate options - CPM impressions, CPP, etc.  Disadvantages  - ROI measurements can be difficult & hard to integrate w/offline  - High cost potential  - Email spam/new regulations  - Environment constantly changing for buying options
    6. 6. Digital Advertising Options  Organic Search  Paid Search  Display Advertising     Banner Rich media Video Sponsorships  Social Media  Mobile messaging  Email  Classified and directories  Native advertising
    7. 7. Search Advertising  Definition - Search advertising is defined as paid search (revenues from paid-only links associated with a search term listed outside the main search results) and paid inclusion (revenues from sponsored links within the main search results).  Purchasing Key Words/phrases - PPC/CPC Search Engines. - Examples: Google AdWords, Yahoo, Bing - You bid on key words which your target audience is likely to search - Optimize to low cost/high click - Clicks may be targeted by country and/or local market
    8. 8. Display Advertising Banner, Rich Media, Video, Sponsorships  Display Advertising • Standard display ad units – leaderboard (728x90), medium box (300x250), lg. rectangle (300x600), skyscraper (160x600)  Rich Media • • Ads that employ richer graphics, audio or video within the banner or ad, enabling users to interact with the ad without leaving the page on which it appears. Includes online video advertising  Video Advertising • • • Attracts greater attention on page Generates a higher rate of post-impression activity and higher CTR than non-rich media Growing at a huge rate  Sponsorships • • Inexpensive (generally) high profile placement Huge audience targeting opportunity
    9. 9. Social – Mobile – Email – Classified - Native  Mobile Start with the insights.  Consider how your audience is using (or will use) mobile devices. Try to identify patterns and behavior. Use mobile to deliver the right message at the right time.  Your audience expects mobile messages to be more tailored and customized compared to other advertising channels.  Segmenting your audience and targeting them in specific ways. Mobile lifestyles are changing how consumers search.  Consumers are opting to make their mobile device the primary means of search
    10. 10. Social – Mobile – Email – Classified - Native  Email     Uses before, during and after the sales cycle Use for customer relationship management Sales Promotions Generate Awareness  Classified/Directory    Consumers who are “in market” conducting research Search and the decision making process Generate Awareness
    11. 11. Monthly Market Penetration and Size  The majority of the Internet population is now using directories  Even unique life events (like car buying or job seeking) are common Unique Visitors (MM) 150,000 125,000 72% Reach 100,000 29% Reach 75,000 27% Reach 50,000 25,000 0 Directories/ Resources Automotive Source: comScore MediaMetrix; Total US Internet February 2006 Careers
    12. 12. Native Advertising  Native Advertising Can marketers change their messages from unwelcome interruptions to a natural, integral part of how people consume information? Better yet, can ads actually add value to the user experience? This is the promise of native advertising. Media Planning & Buying in the 21st Century
    13. 13. Two ways to buy online advertising  Single site/buy direct from publishers Media buyer deals directly with the publisher to negotiate specific placements or custom advertising opportunities on a single site or group of sites within the publisher's control.  Network/Ad Exchange Ad networks allow distribution of ads across a broad array of different websites. Media Planning & Buying in the 21st Century
    14. 14. Social Media CHAPTER 17 Media Planning & Buying in the 21st Century
    16. 16. What are Social Media? “Refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks” Media Planning & Buying in the 21st Century
    17. 17. Some Categories of Social Media  Social Networks  Bookmarking sites  Social News  Media Sharing  Microblogging  Blog Comments and Forums Media Planning & Buying in the 21st Century
    18. 18. Benefits of Social Media Marketing  In 2008, eMarketer surveyed marketers about the benefits of social media marketing:  Results:       Engagement (85%) Direct consumer communication (55%) Low cost (51%) Brand building (48%) Market research (42%) Reach (37%) Media Planning & Buying in the 21st Century
    19. 19. Blogs & Blogging  Blogs are weblogs where people can publish their thoughts and opinions  Many are blogs about a product category in which the advertiser does business, e.g., diet food company may have a blog about how to lose weight  Blogs may also display ads from other internet advertisers  Technocrati (tracks blogs) was tracking 112 million blogs by end of 2007 (but nobody knows how many blogs and bloggers there actually are) Media Planning & Buying in the 21st Century
    20. 20. Serious Eats: a Food Blog Media Planning & Buying in the 21st Century
    21. 21. Social Networking Sites  Social networking sites provide a place for people to build relationships with others who have similar interests. The leading sites:       Twitter Facebook Google+ Pinterest LinkedIn Instagram Media Planning & Buying in the 21st Century
    22. 22. Twitter Media Planning & Buying in the 21st Century
    23. 23. Facebook Media Planning & Buying in the 21st Century
    24. 24. Pinterest Media Planning & Buying in the 21st Century
    25. 25. Linked In Media Planning & Buying in the 21st Century
    26. 26. Social News Sites: Digg Media Planning & Buying in the 21st Century
    27. 27. Social Bookmarking sites: Stumble Upon Media Planning & Buying in the 21st Century
    28. 28. Video Sharing: You Tube Media Planning & Buying in the 21st Century
    29. 29. Choosing Social Media  Identify your brands audience and goals  Understand the strengths that each social network offers to brands Media Planning & Buying in the 21st Century