Online Advertising & Editorial Content for Online Nikki Cockcroft: Measurement and Why Online is better fro your business in the long run How to sell online advertising; sizes, positions, pages The online advertisement and the future Revenue Models John Dobson Content the change from monthly print to hourly online Separating and building an online editorial team Content, costs, choices. DIY

Nikki Cockcroft:

Measurement and Why Online is better fro your business in the long run

How to sell online advertising; sizes, positions, pages

The online advertisement and the future

Revenue Models

John Dobson

Content the change from monthly print to hourly online

Separating and building an online editorial team

Content, costs, choices. DIY

Why Online is better for your business: Publishers Reduced Costs – Technology (CMS); Distribution Costs (Free/Relatively Low) Printing Costs Increase Revenue – Growing Online Audience = Growing Online Ad Spend = increase in the number of online publishers AND increase in the number of Online Agencies = increase in overall turnover in the online industry. Additional Revenue: traditional publishers Already have the content, and potentially the brand awareness - Time to convert! BUT! It must be noted that a new online publication does not necessarily mean a profitable business - Content, Users, Quality Delivery + Marketing = Revenue.

Publishers

Reduced Costs –

Technology (CMS);

Distribution Costs (Free/Relatively Low)

Printing Costs

Increase Revenue –

Growing Online Audience = Growing Online Ad Spend = increase in the number of online publishers AND increase in the number of Online Agencies = increase in overall turnover in the online industry.

Additional Revenue: traditional publishers

Already have the content, and potentially the brand awareness

- Time to convert!

BUT! It must be noted that a new online publication does not necessarily mean a profitable business

- Content, Users, Quality Delivery + Marketing = Revenue.

Why Online is better for your business: Publishers Measurable – ACCURATE MEASUREMENT Readership – How many people are really visiting my website? Nielsen’s-Netratings, Google Analytics etc. What was the response to a particular article? What are the demographics of my readers? REACH Content can be seen and read by anyone/ anywhere in the world Specifically targeted content – email publishing, targeted sections Continuously updated and relevant content Updated throughout the day or when necessary/relevant Live Content (news, sport, events) Exposure Local and International exposure of your brand from a single point.

Publishers

Measurable – ACCURATE MEASUREMENT

Readership – How many people are really visiting my website?

Nielsen’s-Netratings, Google Analytics etc.

What was the response to a particular article?

What are the demographics of my readers?

REACH

Content can be seen and read by anyone/ anywhere in the world

Specifically targeted content – email publishing, targeted sections

Continuously updated and relevant content

Updated throughout the day or when necessary/relevant

Live Content (news, sport, events)

Exposure

Local and International exposure of your brand from a single point.

Why Online is better for your business: Advertisers Measurable Advertising Campaigns = Measurable ROI Adserving platforms Spotlight tracking Reach Ability to directly reach your brand’s target market Clear briefs, effective media planning, targeting Cost Average CPM Rate = R180CPM: One months exposure on a leading portal: 200000 impressions @ R180cpm = R36000 24 hour, continuous – targeted exposure for your ad campaign. One page advert in average magazine = R45000 One-off view of the ad campaign

Advertisers

Measurable Advertising Campaigns = Measurable ROI

Adserving platforms

Spotlight tracking

Reach

Ability to directly reach your brand’s target market

Clear briefs, effective media planning, targeting

Cost

Average CPM Rate = R180CPM:

One months exposure on a leading portal:

200000 impressions @ R180cpm = R36000

24 hour, continuous – targeted exposure for your ad campaign.

One page advert in average magazine = R45000

One-off view of the ad campaign

Why Online is better for your business: Advertisers Exposure Continuous 24hour exposure for your ad campaign Multiple Campaigns/messages through a single sponsorship Ability to manipulate the page to meet the needs of the advertiser without diminishing the value of the publisher brand. Interaction Users can interact with the ad itself: Clicking through to a specific client page; Play games, Enter Information

Advertisers

Exposure

Continuous 24hour exposure for your ad campaign

Multiple Campaigns/messages through a single sponsorship

Ability to manipulate the page to meet the needs of the advertiser without diminishing the value of the publisher brand.

Interaction

Users can interact with the ad itself:

Clicking through to a specific client page;

Play games,

Enter Information

How to sell Online Advertising: Methods Impression Based Selling (standard) CPM: Cost Per Thousand Impressions - Total impressions of a given advertising unit divided by 1,000 CPM Rates (vary according to size and position) Bulk Buys: Lower CPM Rate Standard Advertising: Animated Gif. 15kb Max Range from R180CPM to R250CPM Rich Media Advertising: Expanding Creative, Flash, Video etc. Range from R250CPM to R450 CPM (for page takeovers) Animated GIF: Rich Media Creative (Flash):

Methods

Impression Based Selling (standard)

CPM: Cost Per Thousand Impressions - Total impressions of a given advertising unit divided by 1,000

CPM Rates (vary according to size and position)

Bulk Buys: Lower CPM Rate

Standard Advertising: Animated Gif. 15kb Max

Range from R180CPM to R250CPM

Rich Media Advertising: Expanding Creative, Flash, Video etc.

Range from R250CPM to R450 CPM (for page takeovers)

How to sell Online Advertising: Methods 2. Pay-for-Performance based selling CPC/PPC: Pay per click - Cost paid for each click, or direct response to an ad unit. CPA: Cost Per Action or Cost per Acquisition - Method of monetization. Cost paid for each order, application, or other post-click response that is directly tied to interaction with an ad unit. Another example: Test-Drive Campaigns, Database Registration Campaigns Not commonly used in SA – drive CPM selling 3. Sponsorship Based Selling (standard) Niche/Specialist Sites Sponsorship Cost is dependent on the following: size of the audience, the value of your site and its content, any technical work involved in adapting your site to meet the needs of the sponsor (advertiser)

Methods

2. Pay-for-Performance based selling

CPC/PPC: Pay per click - Cost paid for each click, or direct response to an ad unit.

CPA: Cost Per Action or Cost per Acquisition - Method of monetization. Cost paid for each order, application, or other post-click response that is directly tied to interaction with an ad unit.

Another example: Test-Drive Campaigns, Database Registration Campaigns

Not commonly used in SA – drive CPM selling

3. Sponsorship Based Selling (standard)

Niche/Specialist Sites

Sponsorship Cost is dependent on the following:

size of the audience,

the value of your site and its content,

any technical work involved in adapting your site to meet the needs of the sponsor (advertiser)

How to sell Online Advertising: Example of a sponsorship:

Online Advertising: Sizes Advertising Creative Many different sizes and positions available IAB Standards (Internet Advertising Board) Leaderboard: 728x90 15kb max Banner: 468x60/120 15kb max

Advertising Creative

Many different sizes and positions available

IAB Standards (Internet Advertising Board)

Online Advertising: Sizes Skyscraper: 120x600 MPU: 300x250

Online Advertising: What works and what doesn’t? What works and what doesn’t? It is important that the advertising compliments your website in terms of look and feel. Editors vs. Sales Team – choosing the right type of creative, finding a good balance Casino Advertising? Number of ad placements – follow the guidelines. Creative Advertising Campaigns: Key Value Targeting Gallery/Stats sponsorships Interactive Advertising

What works and what doesn’t?

It is important that the advertising compliments your website in terms of look and feel.

Editors vs. Sales Team – choosing the right type of creative, finding a good balance

Casino Advertising?

Number of ad placements – follow the guidelines.

Creative Advertising Campaigns:

Key Value Targeting

Gallery/Stats sponsorships

Interactive Advertising

Online Advertising: The Ad Sales Process The Ad Sales Process

The Ad Sales Process

Adserving Ad serving defined: Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns. Trafficking: Trafficking is the process of creating, scheduling, setting the properties, setting the targeting criteria, and uploading the creative for ads onto the ad serving platform. In addition, it includes optimizing the campaigns for maximum benefit of the advertiser and/or the publish

Ad serving defined:

Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.

Trafficking:

Trafficking is the process of creating, scheduling, setting the properties, setting the targeting criteria, and uploading the creative for ads onto the ad serving platform.

In addition, it includes optimizing the campaigns for maximum benefit of the advertiser and/or the publish

Adserving How important is it for me as a PUBLISHER to use “paid for” adserving technology? 3 Questions to ask yourselves…. What should I expect from my adserving technology? Am I getting the best out of my adserving solution, and utilizing all the functionality available to me? How are we as a group going to educate each other on adserving platforms and what they can really do for our websites?

Adserving What should I expect from my adserving technology? Live Tests: Preview redirects on your site in real-time The LIVE Test lets you see banners, rich media and video ads directly on the placement, in the browser of your choice – as you load the campaign View concise mouse over information on your campaigns

Live Tests: Preview redirects on your site in real-time

The LIVE Test lets you see banners, rich media and video ads directly on the placement, in the browser of your choice – as you load the campaign

View concise mouse over information on your campaigns

Adserving What should I expect from my adserving technology? Live Monitoring: Powerful evaluations in real-time: Campaign- and website performance

Live Monitoring:

Powerful evaluations in real-time:

Campaign- and website performance

Adserving Placement Overview Maximise Revenue for all your ad spots Get an overview and understand how your inventory performed Smart analysis by a combination of all important performance data and fluctuation in traffic Enable better planning based on historical data Spreadsheet and chart presentation of historical data collected during the past 28 days Manage your placements and campaigns at optimum profit levels Effective Sales Planning at a glance

Placement Overview

Maximise Revenue for all your ad spots

Get an overview and understand how your inventory performed

Smart analysis by a combination of all important performance data and fluctuation in traffic

Enable better planning based on historical data

Spreadsheet and chart presentation of historical data collected during the past 28 days

Manage your placements and campaigns at optimum profit levels

Adserving Inventory Management

Inventory Management

Adserving Most Accurate Targeting Online Targeting Operating Systems, Browser and Browser versions, Internet Service Providers, IP-Targeting (single und ranges), Connectivity types (e. g. ISDN, DSL) Key value and Keyword Targeting Greatest flexibility on defining key value parameters Enhanced TAG functionality through input of fixed values or placeholders Inventory forecasts for each keyword Geo and Local Targeting Countries as well as regions/areas/cities on a plug in basis Also AC Nielsen's areas and TV Regions Detailed Criteria – Reach your target group

Most Accurate Targeting

Online Targeting

Operating Systems, Browser and Browser versions, Internet Service Providers, IP-Targeting (single und ranges), Connectivity types (e. g. ISDN, DSL)

Key value and Keyword Targeting

Greatest flexibility on defining key value parameters

Enhanced TAG functionality through input of fixed values or placeholders

Inventory forecasts for each keyword

Geo and Local Targeting

Countries as well as regions/areas/cities on a plug in basis

Also AC Nielsen's areas and TV Regions

Adserving AD Local: Double your revenue with intelligent adserving… Same placement, same time…

Adserving: Reporting is most Important!

The Future of Online Advertising Future of Online Advertising VIDEO ADVERTISING Online video advertising is popping up all over the Internet. As connectivity improves, so will video advertising. Video advertising is advertising that incorporates streaming video. Streaming banners are an example of video advertising. The video is confined within the boundaries of the banner ad, which is excellent because it can run without hindering the user from viewing the remainder of the website. Streaming video in the body of an email is another popular form of video ad. Key Findings: On average, 8% of video ads generate a user interaction. Users click video “Play” button more than they click on image ads. Video ads generate about three times the replay rate as image ads generate clicks through to advertisers’ sites. On average, video ads play two thirds of the way through. Play-through rates do not vary greatly by expandable or standard video ad formats. Video click rates are far higher than image format ads. Users click on video ads about five times as often as they do on image ads.

Future of Online Advertising

VIDEO ADVERTISING

Online video advertising is popping up all over the Internet.

As connectivity improves, so will video advertising.

Video advertising is advertising that incorporates streaming video.

Streaming banners are an example of video advertising.

The video is confined within the boundaries of the banner ad, which is excellent because it can run without hindering the user from viewing the remainder of the website.

Streaming video in the body of an email is another popular form of video ad.

Key Findings:

On average, 8% of video ads generate a user interaction.

Users click video “Play” button more than they click on image ads. Video ads generate about three times the replay rate as image ads generate clicks through to advertisers’ sites.

On average, video ads play two thirds of the way through. Play-through rates do not vary greatly by expandable or standard video ad formats.

Video click rates are far higher than image format ads. Users click on video ads about five times as often as they do on image ads.

The Future of Online Advertising Adserving with Video Content Advertising on the video: The Ad displays for 15 seconds before disappearing It uses a transparent skin and makes the video pause when viewer engages the creative. Pre-roll adserving…. Post-Roll adserving….

Adserving with Video Content

Advertising on the video:

The Ad displays for 15 seconds before disappearing

It uses a transparent skin and makes the video pause when viewer engages the creative.

The Future of Online Advertising Adserving with Video Content Subtle Video Adserving… Ticker Advertising…

Adserving with Video Content

The Future of Online Advertising Future of Online Advertising Widgets: Portable Brand Gateways:

Future of Online Advertising

Widgets: Portable Brand Gateways:

The Future of Online Advertising Future of Online Advertising UGC Advertising :

Future of Online Advertising

UGC Advertising :

Online Editorial Online Editorial Consumer sites, ie with advertising model Put magazines on line in 1998 - Gardening365 Buying print publication and online ad sale balance Developed content syndication models Ad sales increased in importance ( ex desperatio ) Profit without the stable mate – rocky rocky ride

Online Editorial

Consumer sites, ie with advertising model

Put magazines on line in 1998 - Gardening365

Buying print publication and online ad sale balance

Developed content syndication models

Ad sales increased in importance ( ex desperatio )

Profit without the stable mate – rocky rocky ride

State of the Editorial Nation Dangers: The Sapa-fication of Content. Its cheap and easy The over doing of UGC despite its price Tabloid in style Anemic, undernourished newsrooms – print and online Unique content is limited The Search Engine rewrites – telegraph example So much content out there Its too long, people The pace, inter alia , went to our heads “ No money no clowns’ – creativity went with shrinking pockets

Dangers:

The Sapa-fication of Content. Its cheap and easy

The over doing of UGC despite its price

Tabloid in style

Anemic, undernourished newsrooms – print and online

Unique content is limited

The Search Engine rewrites – telegraph example

So much content out there

Its too long, people

The pace, inter alia , went to our heads

“ No money no clowns’ – creativity went with shrinking pockets

Maybe what we should be doing/Trends New Site (Our current experience in launching new UK consumer site) UGC – the right media Tabloid Original Content The Trend to Niche – expertise, bandwidth, Telegraph in UK – online changing the print Columnists – 1999 – drop the random freaks Expert advice – medical, financial, careers Balancing act – the generic with your own audio and video – esp with ad sales models around it

New Site (Our current experience in launching new UK consumer site)

UGC – the right media

Tabloid

Original Content

The Trend to Niche – expertise, bandwidth,

Telegraph in UK – online changing the print

Columnists – 1999 – drop the random freaks

Expert advice – medical, financial, careers

Balancing act – the generic with your own

audio and video – esp with ad sales models around it

The Newsroom Separate to the print one, despite the plans Format, nature and revenue model dictate that Need serious editorial ability to reformat Immediacy means limited subbing Limited subbing limited original

Separate to the print one, despite the plans

Format, nature and revenue model dictate that

Need serious editorial ability to reformat

Immediacy means limited subbing

Limited subbing limited original

The Lot of the Hack The immediacy means no respite or reward Home and faster access means 24-7-365 Reduces it to shift work get something up culture Limited credits Thus the industry is a stepping stone

The immediacy means no respite or reward

Home and faster access means 24-7-365

Reduces it to shift work

get something up culture

Limited credits

Thus the industry is a stepping stone

The CMS Our printing press Multiple of platforms Speed and ease of use XML Feed Handling, Mobile Publishing, Search, applications

Our printing press

Multiple of platforms

Speed and ease of use

XML Feed Handling, Mobile Publishing, Search, applications

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THANK YOU