Digital: The bare minimum you need to know to sound like you know what you’re talking about.

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  • 1. Digital: The bare minimum you need to know to sound like you know what you’re talking about. 20.11.09
  • 2. What we’ll cover • Technology basics • The right tools • Interactive process • Websites • Display ads (web banners) • Q/A
  • 3. The digital framework • Platforms: PC, Mac, Linux • Browsers: Explorer, Firefox, Safari, Chrome etc. • Colour space: RGB for anything onscreen NOT CMYK • Resolution: 72dpi NOT cm/pts/em • Image file format: jpg/photos vs gif/graphics • Compression • Bandwidth • Audio/video
  • 4. The right tools for the job
  • 5. Where do I go? Who do I talk to?
  • 6. How much will it cost? How long will it take? How much is all the tea in China? How long is a piece of string?
  • 7. Websites: How do I make one?
  • 8. Websites: Jargon • HTML: HyperText Markup Language • CSS: Cascading Style Sheets (CSS Zen Garden) • IA: Information Architecture • UI: User Interface (GUI: Graphical User Interface) • SEO: Search Engine Optimization • SEM: Search Engine Marketing (paid search, pay-per-click) • Analytics: Measuring interactivity • “The Fold”: Mythical line that no-one crosses (allegedly)
  • 9. Interactive production: Web
  • 10. Websites: Technologies • Static HTML: Hardcoded site, not dynamic • PHP: Open source dynamic programming language, runs on Apache/Linux servers • ASP/.NET: Microsoft proprietary language, runs on Windows servers • AJAX: Asynchronous JavaScript And XML (client side processing) • RIA: Rich Internet Application (Flash, Silverlight), write once/run anywhere • Database: Information storage and retrieval
  • 11. Websites: Examples • Static vs. Dynamic (CMS: Content Management System) • Hybrid vs. Uniform Technologies • Fixed vs. Liquid Layout
  • 12. Display: How do I run one?
  • 13. Display: Jargon • Traditional: Conventional banner placements, fixed dimensions • Rich Media: More interactivity/media options (expandables) • CPM: Cost Per Mille (1000) • CPC: Cost Per Click • CTR: Click-Through Rate • Impression: Single display incident of a banner • Publisher: Site where the banner is displayed • Ad network: 3rd party that serves banners to client sites • Roadblock: Multiple placements working together
  • 14. Interactive production: Display
  • 15. Display: Dimensions
  • 16. Display: It takes all sizes
  • 17. Display: How to read a media plan Site Area Format Total Impressions CPM Total Cost Integrated content on site Site section built for FR NA Run of site inventory Leaderboard/MPU/Skyscraper 1,000,000 9,375 Eircom.net Email Promotion HTML 220,000 Run of site Leaderboard/MPU/Skyscraper 800,000 6.25 5,000 Run of site Skyscraper 1,800,000 7.50 13,500 RTE.ie Homepage Leaderboard/MPU 450,000 10.00 4,500 20% Bonus Mix of formats 563,000 NA Run of site 920,000 TV3.ie Leaderboard/MPU/Skyscraper 8.15 7,498 20% Bonus inventory 184,000 TCM sites Examiner/BreakingNews/Post.ie Leaderboard/MPU/Skyscraper 1,150,000 6.25 7,188 Vehicle/Property Logo - Est Clicks 1,500 c. 4,800,000 2,500 p/m DoneDeal.com 10,000 Bonus run of site inventory & entry in ezine Sky/MPU/Leader 600,000 NA Property, DIY & Construction, Home & Furniture, HP Button 1,600,000 1.90 3,040 BuyandSell.ie Farming and Swap Shop; Bonus of Info Page & Ezine Skys, Leaders, MPU's 2,400,000 1.90 4,560 entry Gumtree.ie Regionally targeting Cars, Jobs and Community Skyscraper 1,800,000 1.90 3,420 eBay Irish traffic only Leaderboard/MPU 1,800,000 2.50 4,500 Relevant forums Mix of inventory 2,000,000 3.75 Boards.ie Home Page Button Image - Est Clicks 1,940 c. 9,600,000 NA 7,500 20% Bonus inventory Mix of inventory 400,000 NA Sponsorship of Photo Views (4 mo for price of 3) Logo - Est Clicks 4,800 c. 120,000,000 Daft.ie ROS Inventory Leaderboard/MPU/Skyscraper 2,600,000 4,150 p/m 12,450 Rent.ie Leaderboard/MPU/Skyscraper 600,000 Properties valued under 500k 1,000,000 2.50 2,500 MyHome.ie Sky/MPU/Leader 10% Bonus inventory 100,000 NA Rollercoaster/EU Mom Run of site Leaderboard/Island 400,000 6.25 2,500 Schooldays.ie Run of site Skyscraper/Leaderboard 300,000 6.90 2,070 IrishRail.ie Run of site Leaderboard/Skyscraper 1,000,000 8.50 8,500 Carzone.ie/Autotrader.net Run of site Banner 526,000 10.50 5,523 Ryanair Irish traffic only MPU/Skyscraper 1,200,000 7.50 9,000 Independent.ie network Herald, Regionals & Independent.ie Leaderboard/MPU/Skyscraper 1,600,000 6.25 10,000 Orbit Network Sports/News/Celebrity Leaderboard/MPU/Skyscraper 2,000,000 2.50 5,000
  • 18. Display: Examples • Traditional • Rich media • Leaderboard • Expandable • Skyscraper • Video • MPU • Takeover • Roadblock • Interactive Advertising Bureau: Standards, Guidelines & Best Practices
  • 19. Now go forth and digitize. Thanks!