Digital Media 101 Welcome to the new age of media!
Founded Gumptious at http://www.gumptio.us
Sales Director for the social network Bebo http://www.bebo.com
Where I’ve been…
Director Media Sales, Userplane
VP West Coast Advertising Sales, SpotXchange
Account Executive, Sirius Satellite Radio
Account Executive, NCC (Cable TV)
Account Executive, Katz Media Group
Production Tech, KXAN-TV
Research Supervisor/ Board Op, Clear Channel Radio
About Justin Ehly
Roadmap to success
Contextualize Digital Media
Geek Talk - key terms
Pretty Pictures – basic types of online ads
Digital Media in Context
TV - Radio – Magazine – Newspapers
Digital Media in Context
Online OR Online extensions of traditional media.
Happy XL WWW – Internet was born on October 28 th , 1969!
IAB – Internet Advertising Bureau
Web 2.0 or Web 2 – today’s Internet – sometimes referred to as “The Cloud”
Scalable – millions of people can access your site at the same time without the site crashing
Best in Class – website is the best of its type within its class – i.e. AMP Radio is the best CHR in Los Angeles
Share of Voice (SOV) – percentage of available impressions an advertiser owns during the course of an ad campaign.
Above the Fold – Ads that appear on the page without having to scroll down
Traffic – the number of visits and/or visitors to a website
Rich Media – interactive media
Cloud Computing – also known as Software as a Service or SaaS using a program that runs in a web browser i.e. Salesforce and Google Apps .
Digital Media 101 Online Inventory
Basic display ad sizes
Pre/ Mid/ Post Roll
Text in the Media Player
Although contextual advertising in general refers to the inclusion of advertisements adjacent to relevant online context (e.g., Google AdSense), in-text advertising places hyperlinks directly into the text of the webpage. Most in-text advertising has the following characteristics:
The text associated with an advertisement is identified by a double-underline to differentiate it from regular hyperlinks.
An in-page window containing advertising content appears when the cursor is positioned over the corresponding text.
Vibrant Media is a leader in the In-text advertising space
Most Widely Used
728x90 Static Banner
Above the fold
More than likely Geo-Targeted to Los Angeles
300x250 Ad unit at the fold
Roadblock or Tandem ads are a combination of ads for the same campaign that appear in two or more placements on the same page. A common combination is an In-Page leaderboard paired with an In-Page skyscraper. Check out the creative possibilities of Roadblocks in the example featured below.
Floating Rich Media Ads
Advertisers use the Floating rich media format to make ads that appear and move on a layer above web page content. Floating creatives can be combined with In-Page or Expanding creatives to create an initial, attention-getting splash followed by a reminder unit on the destination web page. Check out the creative possibilities of Floating ads in the examples featured below.
Floating Rich Media Ads
Benefits of Floating Ads
Gives designers limitless size and shape possibilities
Grabs attention with motion and impact
Easily combined with in-page or expanding units for improved audience recall
Includes ability to measure clicks on the floating creative, clicks on the reminder creative, floating “replays,” reminder display time, reminder interaction time, manual floating closes and manual reminder closes, in addition to measurements common to all DoubleClick Rich Media ad formats
Creative Possibilities of Floating Ads
Floating with Reminder – When the Floating ad is finished playing, it leaves behind a smaller Floating ad. Viewers can replay the ad, interact or click-through, even after the initial ad has played.
Floating with In-Page – When a Floating ad morphs into an In-Page ad unit rather than disappearing.
Floating with Expanding – When a Floating ad morphs into an Expanding ad unit rather than disappearing.
Locked Floating – The Floating ad “locks” into place on the page and will not move as the user scrolls through content. This ensures the advertiser’s message is displayed, no matter where the user’s engagment on the page rests.
Expanding Rich Media Ads
Advertisers use the Expanding rich media format to expand an ad creative into a larger creative upon a user's mouse-over or click interaction. The Expanding format is highly customizable and can be designed with virtually any initial size and any expansion size.
Clutterbusters are large ads (970x250 to 948x250) that are placed above the fold and touch both sides of the website. Clutterbusters can be used alone, or paired up with a site re-skin or roadblocked with other creative on the site.
Clutterbuster + Expandable
Home Page Takeover
Pop-Ups and Pop-Unders
Pop-under ads open a new browser window hidden under the active window. Pop-unders do not interrupt the user immediately and are not seen until the covering window is closed, making it more difficult to determine which web site opened them.
Pre-Roll – video ad runs prior to content starting
Mid-Roll – interstitial video ad
Post-Roll – video runs after content
In-Site – the site sells the video ad. i.e. CNN.com, AOL TV, Hulu
In-Stream - site agnostic because the ad is served within the video stream/ video platform. i.e. Voxant, Ooyala, Brightcove
In-Game – video ads run pre/during/after casual online games. i.e. addictinggames, kewlbox, gamesville
Example: In-Site Video Ad with companion banner
Contests - Create high levels of consumer engagement with a customized contest. Exciting prizes incentivize players to interact with your client's brand.
Events - Extend an online promotion into the offline arena via a specially designed event.
Public & Private Parties
Instant Wins - Incentivize consumers to engage with your client's brand via instant wins that immediately rewards players with relevant prizes.
Mobile - Reach the on-the-go consumer, anywhere, anytime with engaging mobile incentives:
Text to Win
Text to Purchase
Tell a Friend
Customized Mobile Applications
Sweepstakes - A customized sweepstakes can successfully attract the target audience and create buzz, engagement and interaction with the client's brand.
Games - Increase brand interaction through fun, entertaining games.
Modules - Secure prime online real estate for your client through branded modules, spaces within websites that can deliver ads, coupons, quizzes and other customized content.
Microsites – a site dedicated to the brand/ ad client that is not the client’s main website. Microsites usually serve a specific purpose, i.e. running a contest or promoting a special event and have time constraints and may include…
Sweepstakes, Contest & Instant Wins
Blogs and other User-generated content
Mobile application downloads
Couponing and Sampling
Contest – Jim Beam “The Remake” Contest
The Television Advertisement
Following a successful campaign in Australia, which generated viral consumer engagement, Jim Beam decided to run a four-week test of “The Girlfriend” television commercial in the U.S. Starting January 19, the ad ran on major cable channels including TNT, ESPN and ESPN 2, with an estimated 100 spots per week within premium programming.
The Social Media Program
Jim Beam supported “The Girlfriend” television commercial with a social media program entitled “The Remake.” The program calls for consumers to create and upload their own version of three Jim Beam TV spots, to be voted upon by website users and contest participants, to win a grand prize valued at $30,715.
The Contest Web Site
The contest is accessible through JimBeam.com, meaning users must have passed through a legal purchase age (LPA) gateway. The servers and platform that run the contest are hosted by a third-party vendor, but the site is an official Jim Beam entity.
Contest – Jim Beam measure of success and goals
Measures of Success
The primary measures of success are online conversations, off-line media coverage, and the total number of entries in the contest itself.
Overall Contest Goals
Achieve a 20% increase in traffic to JimBeam.com.
Earned Media Goals
Secure contest links and mentions on 25 or more blogs or online video websites, message boards or forums, with at least five of those being among Technorati Top 1,000 blogs.
Secure coverage in at least six off-line consumer media outlets, with coverage informing their audiences about the contest (with a hope of more off-line buzz about the contest based on the controversial nature of the advertisements).
Achieve a 60% or more positive tone for earned media coverage.
Contest – Jim Beam key program tactics
Consumers may enter two categories:
“ The Remake” Award (Prize: $25K cash, trip for 4 to Las Vegas, Jim Beam.com post).
“ Best Story” (Prize: Branded Flip camera).
Consumers upload videos to JimBeam.com.
Consumers have a “director’s toolbox” of video production tools to assist them.
Consumers may vote for their favorite video submissions and influence selection of the grand prize winner.
The contest runs in 3 phases:
Phase 1: Submission of entries into the contest (ended 3/21). At the end of Phase 1, five finalists are selected for “The Remake” Award by a panel of judges.
Phase 2: Public viewing of the finalists and public voting for consumer favorites. Runs from 4/8 through 5/8.
Phase 3: Final determination of grand prize winner through a combination of public voting, initial scoring and the panel of judges.
Contest – Jim Beam “The Remake” Contest
Leveraged Jim Beam Partners’ Social Capital
Worked with contacts from Doe, Zezza, Qorvis and PSB to drive traffic through Twitter, Friend Feed, Facebook, Digg, Mixx, Reddit, StumbleUpon, Propeller and several other sources
Managed proactive short-lead and blogger media relations effort, including:
Distributed a news release over the US1 wire and coordinated interviews with interested media
Reached out to 100 men’s and lifestyle media contacts (top-tier, local lifestyle)
Distributed targeted, tailored information to key bloggers
Created Facebook flyers (ads) to assist with the promotion of the contest
Flyers were distributed to a targeted group of LPA+ men, including aspiring filmmakers and actors, to maximize reach among our target audiences
Flyers contained an image and creative copy promoting the contest. The ad linked to the contest page on JimBeam.com, using a pay-per-click model, meaning we would only pay when users clicked our ad. Real-time reporting on the ad’s effectiveness was available.
Contest – Jim Beam web highlights
The contest has become one of the largest online video contests held without the direct support of YouTube .
280 valid, unique user-generated video entries at the end of the submission period.
About 10 percent of contestants posted their submissions to other video sharing sites.
On the final submission day, March 21, the contest site had 5,567 unique visitors, with 1,555 unique visitors coming from the Jim Beam Facebook fan group.
Across YouTube, Metacafe and Dailymotion, the original Jim Beam ads and their “Remakes” have garnered over more than 2.2 million video views to date.
According to popular online ranking site Alexa.com, JimBeam.com has over-taken JackDaniels.com in terms of online reach.
In addition, for the first time in over a year, JimBeam.com has been among the top 80,000 websites on the internet (per Alexa.com as of March 10th).
“ The Remake” contest has driven tremendous amounts of traffic to JimBeam.com.
Over 200K unique visitors to Jim Beam’s contest-related online properties.
Over 900K contest-related page views since January 22.
Over 65K unique visitors visited the Contest platform directly, generating more than 310K page views, 300 video comments, and 7500 registered users.
Promotions – SPE Obsessed
Bebo built a custom community profile for Sony Pictures’ Obsessed as part of a larger media camaign.
The profile is considered a type of mircosite and in this case hosts…
Adoptable/ shareable movie trailer
Promotional module linking a promotional site
Ways for fans to interact with the movie page
Promotions – SPE Obsessed - Microsite
Digital Media 101 Monetization
Online Media Monetization
CPM – Cost Per Thousand
eCPM – Effective CPM
Combined efficiency of an ad campaign based on promotional placements, paid placements, engagement metrics, etc (i.e. video views, app downloads, widget distribution, viral video adoption)
CPC/ PPC – Cost/ Pay Per Click
CPL/CPA – Cost Per Lead/ Action
“ Cost Per” Ads are typically used by Direct Response and Lead Generation advertisers and usually handled by ad networks due to the continual optimization required to make these campaigns financially viable
CPE – Cost Per Engagement (Social)
Used more with social media that involves video adoption, app/ widget distribution, game adoptions, etc.
Online Media Targeting
Geo Targeting – the ability to target a specific geographic area based on a consumer’s IP address.
Contextual Targeting – targeting ads based on a website’s content – i.e. a Betty Crocker ad appears in AOL Food
Demo Targeting – targeting to a consumer based on their age and gender.
Behavioral Targeting - uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.
Example Contextual 300x250 Ad Above the fold 728x90 Leaderboard Ad
Example Above the fold 728x90 Leaderboard Ad Contextual 300x250 Ad Co-Branded Editorial Sponsorship
Digital Media 101 Online Analytics
Alternate Measurement Services
Digital Media 101 Ad Networks and how they will affect your online sales efforts
What are Ad Networks?
Ad Networks are built by connecting to thousands and in some cases millions of websites.
Ad networks will vary based on the types of targeting available, types of pricing and caliber of websites.
The top 20 ad networks:
Google Ad Network
FOX Audience Network
24/7 Real Media
Microsoft Media Network
ADSDAQ by ContectWeb
Ad Network Benefits
Simplicity - Buy thousands of sites with one IO.
Uber Targeting - Demo, Geo, Behavorial, Content.
Cost - Ad Networks typically price very aggressively
Scale - huge reach into the web from premium sites into the mid and long tail.
Monetize unsold inventory
Access to premium advertisers
Don’t have to hire and manage an ad sales force
Direct vs. Ad Network
I was at an agency the other day and the buyer told me she buys my online property through Valueclick - what is ValueClick and how come the buyer won’t buy me direct.
ValueClick is an ad network.
Many websites will use ad networks to sell off remnant inventory based on a revenue split where the ad network keeps a percentage of the CPMs earned.
In this case, ValueClick more than likely has a relationship with the online property and as a result can sell inventory into the online property at a substantial discount because the inventory is considered remnant.
Direct vs. Ad Network
If the media buyer can buy my web property so cheap through an ad network, then how can I compete?
In my opinion, you should focus on high impact elements that deserve a premium.
Site skins, home page takeovers, clutter busters and road blocks are all high impact placements that get a very high share of voice, if not a full 100% SOV. Since these units are not remnant, ad networks don’t have access to them.
Dirty Little Secret
A dirty little secret I learned is that when an ad network can’t fill an order, it will often initiate an IO with a competing network to buy more inventory.