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Best Practices in Digital Media Buying
Agenda•   Introduction•   Media Planning and Buying Fundamentals•   Best Practices•   Future Trends
IntroductionJames WindrowWhat I’ve done:Director of Interactive Marketing for a boutique digital agency.VP of Interactive ...
The FundamentalsKey Terms:•   Impressions•   Click-throughs•   View-throughs•   Cost per Thousand (CPM)•   Cost per Acquis...
First Things First
Best Practices1. Know your client!• What is the business need?  – Drive leads, increase sales, educate, increase awareness...
Best Practices2. Define your campaign objectives.   • Identify your key metrics (KPI’s)      – Visitors, page views, # of ...
Best Practices3. Know your prospects/target consumers.• Who do you want to reach?   – Moms w/ children under 10 vs. CIO/Di...
Best Practices3. Know your prospects/target consumers.• How do they search for information?   – Search engines, discussion...
Now you’re ready to start shopping!
Best Practices4. Choosing the Best Approach• Do it Yourself   – Free Tools: Google Ad Planner, Quantcast, Compete.com, Sea...
Best Practices4. Choosing the Best Approach• Ad Networks   – 24/7 Real Media, Advertising.com, ValueClick, Tribal Fusion, ...
Best Practices4. Choosing the Best Approach• Affiliate Marketing   – Commission Junction, ShareASale, Link Share, PepperJa...
Best Practices5. Campaign & Creative Logistics• Determine which campaign format best fits your needs   –   CPM: Vast major...
Best Practices6. Site Selection and Ad Location DO Matter• Banner blindness is real. Get creative. Be smart.        Do: Fo...
Best Practices7. Test, track, report, rethink, adapt.•   Test your creative (A/B, Multivariate).•   Track your results.•  ...
Additional ThoughtsWhen working with an Ad Network:• Do your own research to supplement their recommendations.• Ask or qua...
TRENDS IN DIGITAL MEDIA BUYING
Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses  traditional, one-t...
Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses  traditional, one-t...
Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses  traditional, one-t...
Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses  traditional, one-t...
Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses  traditional, one-t...
4 change drivers shifting control w/in the ad industry:1.   Attention – Consumers are increasingly in control of how they ...
4 change drivers shifting control w/in the ad industry:1.   Attention – Consumers are increasingly in control of how they ...
4 change drivers shifting control w/in the ad industry:1.   Attention – Consumers are increasingly in control of how they ...
4 change drivers shifting control w/in the ad industry:1.   Attention – Consumers are increasingly in control of how they ...
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7 Essential Best Practices for Digital Media Planning

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Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.

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Transcript of "7 Essential Best Practices for Digital Media Planning"

  1. 1. Best Practices in Digital Media Buying
  2. 2. Agenda• Introduction• Media Planning and Buying Fundamentals• Best Practices• Future Trends
  3. 3. IntroductionJames WindrowWhat I’ve done:Director of Interactive Marketing for a boutique digital agency.VP of Interactive Marketing for Fortune 25 company.Director of Marketing for an eCommerce start-up.Led digital marketing efforts for a global luxury brand.What I’m doing now:Developing comprehensive internet strategies for companies of all sizes and models.Working with agencies to improve the effectiveness and sophistication of their digitalstrategies, introduce new service lines, and improve the delivery of existing services.Focus on: Growing accounts, improving retention and new client acquisition.How to contact me:@jameswindrowjames.windrow@gmail.com
  4. 4. The FundamentalsKey Terms:• Impressions• Click-throughs• View-throughs• Cost per Thousand (CPM)• Cost per Acquisition/Action (CPA)• Cost per Click (CPC)• Run of Site (RoS)• Remnant Inventory• Conversion• Retargeting
  5. 5. First Things First
  6. 6. Best Practices1. Know your client!• What is the business need? – Drive leads, increase sales, educate, increase awareness, etc.• What is their level of understanding? – Spend time nurturing and educating your clients – There are many misconceptions about display advertising• What are their expectations? – Determine if they are realistic. If not, educate then reset expectations.• What have they done? What worked? What didn’t? Why? – Ask for examples of creative, reports, etc. Don’t rely on “I sort of remember…”
  7. 7. Best Practices2. Define your campaign objectives. • Identify your key metrics (KPI’s) – Visitors, page views, # of leads, revenue, CPA … • Establish your baseline metrics. • Precisely define the expected campaign results. – Increase total number of website visitors and generate leads. – Drive 10K additional website visitors during the first 30- days, generating 250 qualified leads.
  8. 8. Best Practices3. Know your prospects/target consumers.• Who do you want to reach? – Moms w/ children under 10 vs. CIO/Director of Technology.• Why should they care about your product/service? – Clearly define the benefits in terms of your target consumer.• What do you know about them? – Demographics, psychographics, behavioristics. – Consider creating a persona for each.• What motivates or influences them? – Money, convenience, safety• Where are they in the product/service lifecycle? – Do they have a need yet? – Do they know about your brand? – Have they used?
  9. 9. Best Practices3. Know your prospects/target consumers.• How do they search for information? – Search engines, discussion groups, expert resources• What related websites do they visit?• What ultimate action do you want them to take?
  10. 10. Now you’re ready to start shopping!
  11. 11. Best Practices4. Choosing the Best Approach• Do it Yourself – Free Tools: Google Ad Planner, Quantcast, Compete.com, Search Engines, Open Directory Project, Alexa, Technorati, etc. – Pro’s: Inexpensive, great for small budgets or single site advertising, first hand exposure to content, layout, etc. – Con’s: Primarily subjective approach, limited data accuracy, time consuming, limited scope. About Open Ad Exchanges: Digital marketplaces that directly connect advertisers with content publishers. Examples: AdBrite, DoubleClick, Right Media Exchange, Datran Media Exchange, ADSDAQ Ad Exchange.
  12. 12. Best Practices4. Choosing the Best Approach• Ad Networks – 24/7 Real Media, Advertising.com, ValueClick, Tribal Fusion, Yahoo! Advertising, etc. – Pros: Expert assistance, niche targeting, detailed audience and website analytics, expanded reach, ease of campaign deployment and ongoing management. – Cons: Minimum monthly budgets, expensive, not all Ad Networks are created equal, best rates are tied to category targeting, contracts.
  13. 13. Best Practices4. Choosing the Best Approach• Affiliate Marketing – Commission Junction, ShareASale, Link Share, PepperJam Network, etc. – Pros: CPA model, niche targeting, work directly with content producers. – Cons: Time intensive, requires constant monitoring and management to protect the brand.
  14. 14. Best Practices5. Campaign & Creative Logistics• Determine which campaign format best fits your needs – CPM: Vast majority of available media – CPC: Facebook, Google Content Network – CPA: Affiliates, Retargeting (Fetchback) – Which will give you the best results? Know the difference!• Determine which creative format best communicates your message – Images, text, rich media, video, site peel, expandable, etc.• Determine was ad sizes are available and most effective – Leaderboards, Skyscrapers, Medium Rectangles – Depends on the location, content and format. – Internet Advertising Bureau (iab.com)
  15. 15. Best Practices6. Site Selection and Ad Location DO Matter• Banner blindness is real. Get creative. Be smart. Do: Focus first on choosing targeted websites for best results. Don’t: Pick the cheapest options and hope for results. Do: Design ad creative that is relevant to each site. Don’t: Run the exact same ad creative for every site. Do: Carefully choose your ad placement within each site. Don’t: Choose Run of Site (RoS) if its not relevant. Do: Carefully evaluate remnant inventory opportunities. Don’t: Buy remnant inventory in obscure locations.
  16. 16. Best Practices7. Test, track, report, rethink, adapt.• Test your creative (A/B, Multivariate).• Track your results.• Reporting is a tool, not an outcome.• Rethink your creative and placements regularly.• Adapt by shift dollars away from ineffective media buys to more effective opportunities.Do you need a third party ad server?This is a great option if you are running multiple campaigns across a large number ofwebsites/networks, spending significant dollars and want highly accurate, real-timetracking.
  17. 17. Additional ThoughtsWhen working with an Ad Network:• Do your own research to supplement their recommendations.• Ask or quantitative data to support their recommendations.• Be prepared to ask and answer important questions.• Be transparent, share your objectives.• Treat them as a trusted resource.• Negotiate the best possible price but be realistic.Consider hiring or contracting an expert media planner/buyer when:• Dealing with very large complex, high dollar national campaigns• Building in-house expertise• Pitching new business• Looking for fresh ideas
  18. 18. TRENDS IN DIGITAL MEDIA BUYING
  19. 19. Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  20. 20. Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles.• A significant share of ad space is sold through auctions and exchanges. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  21. 21. Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles.• A significant share of ad space is sold through auctions and exchanges.• Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  22. 22. Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles.• A significant share of ad space is sold through auctions and exchanges.• Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.”• Consumers self-select which ads they watch and share preferred ads with peers. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  23. 23. Imagine an advertising world where…• Spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles.• A significant share of ad space is sold through auctions and exchanges.• Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions”• Consumers self-select which ads they watch and share preferred ads with peers.• User-generated advertising is as prevalent (and appealing) as agency- created spots. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  24. 24. 4 change drivers shifting control w/in the ad industry:1. Attention – Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  25. 25. 4 change drivers shifting control w/in the ad industry:1. Attention – Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.2. Creativity – Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  26. 26. 4 change drivers shifting control w/in the ad industry:1. Attention – Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.2. Creativity – Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.3. Measurement – Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  27. 27. 4 change drivers shifting control w/in the ad industry:1. Attention – Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.2. Creativity – Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.3. Measurement – Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.4. Advertising inventories – Will be bought and sold through efficient exchanges, bypassing traditional intermediaries. The End of Advertising as We Know It - IBM Institute for Business Value, 2009
  28. 28. THANK YOU

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