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 LinkedIn: http://www.linkedin.com/in/jcancu 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

Founded Gumptious at http://www.gumptio.us

Sales Director for the social network Bebo http://www.bebo.com

LinkedIn: http://www.linkedin.com/in/jcancu

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

Roadmap to success Contextualize Digital Media Geek Talk - key terms Pretty Pictures – basic types of online ads Text Display Video Promotions Monetization Pricing mechanisms Targeting Online Analytics Ad Networks Wrap-up/ Q&A

Contextualize Digital Media

Geek Talk - key terms

Pretty Pictures – basic types of online ads

Text

Display

Video

Promotions

Monetization

Pricing mechanisms

Targeting

Online Analytics

Ad Networks

Wrap-up/ Q&A

Digital Media in Context Traditional Media TV - Radio – Magazine – Newspapers

Traditional Media

TV - Radio – Magazine – Newspapers

Digital Media in Context Digital Media Online OR Online extensions of traditional media.

Digital Media

Online OR Online extensions of traditional media.

Key Terms Happy XL WWW – Internet was born on October 28 th , 1969! IAB – Internet Advertising Bureau http://www.iab.net 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 .

Happy XL WWW – Internet was born on October 28 th , 1969!

IAB – Internet Advertising Bureau

http://www.iab.net

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

Online Inventory Text In-Text Display Basic display ad sizes In-Page Roadblock Floating Expanding Pop-up/ Pop-under Video Pre/ Mid/ Post Roll In-Site In-Stream In-Game Overlay Text in the Media Player

Text

In-Text

Display

Basic display ad sizes

In-Page

Roadblock

Floating

Expanding

Pop-up/ Pop-under

Video

Pre/ Mid/ Post Roll

In-Site

In-Stream

In-Game

Overlay

Text in the Media Player

In-text Advertising 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

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

Display Examples Most Widely Used Medium Rectangle 300x250 Leaderboard 728x90 468x60 Skyscrapers 160x600 120x600 300px 250px

Most Widely Used

Medium Rectangle

300x250

Leaderboard

728x90

468x60

Skyscrapers

160x600

120x600

Skyscraper Quiz 160x600 120x600 300px 250px

160x600

120x600

Leaderboard Quiz 468x60 728x90 300px 250px

468x60

728x90

In-Page Advertising 728x90 Static Banner Above the fold More than likely Geo-Targeted to Los Angeles 300x250 Ad unit at the fold

728x90 Static Banner

Above the fold

More than likely Geo-Targeted to Los Angeles

300x250 Ad unit at the fold

Roadblocks 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.

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.

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.

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.

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 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.

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-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. It works when certain web sites open a new web browser window to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well. 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.

Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. It works when certain web sites open a new web browser window to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well.

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.

Video Ads 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

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

Promotions 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. Street teams Concerts Festivals Galas Public & Private Parties Sampling 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 Alerts 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.

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.

Street teams

Concerts

Festivals

Galas

Public & Private Parties

Sampling

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 Alerts

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.

Promotions (con’t) 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 Original videos Mobile application downloads Customized games Couponing and Sampling

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

Original videos

Mobile application downloads

Customized games

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.

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.

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.

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.

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.

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

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 Brand Campaigns 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.

CPM – Cost Per Thousand

Brand Campaigns

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.

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

Online Analytics Name Brands comScore Nielsen NetRatings Alternate Measurement Services Alexa Compete Google Analytics Hitwise Quantcast

Name Brands

comScore

Nielsen NetRatings

Alternate Measurement Services

Alexa

Compete

Google Analytics

Hitwise

Quantcast

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: Advertising.com (AOL) Yahoo Network ValueClick Google Ad Network Specific Media FOX Audience Network 24/7 Real Media Microsoft Media Network Traffic Marketplace Tribal Fusion interCLICK Turn, Inc. Casale Media CPX Interactive Collective Network AudienceScience Adconion Burst Media ADSDAQ by ContectWeb AdBrite

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:

Advertising.com (AOL)

Yahoo Network

ValueClick

Google Ad Network

Specific Media

FOX Audience Network

24/7 Real Media

Microsoft Media Network

Traffic Marketplace

Tribal Fusion

interCLICK

Turn, Inc.

Casale Media

CPX Interactive

Collective Network

AudienceScience

Adconion

Burst Media

ADSDAQ by ContectWeb

AdBrite

Ad Network Benefits Buyer 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. Publisher Benefits Monetize unsold inventory Access to premium advertisers Don’t have to hire and manage an ad sales force

Buyer 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.

Publisher Benefits

Monetize unsold inventory

Access to premium advertisers

Don’t have to hire and manage an ad sales force

Direct vs. Ad Network Question: 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. Answer: 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.

Question:

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.

Answer:

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 Question: If the media buyer can buy my web property so cheap through an ad network, then how can I compete? Answer: 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.

Question:

If the media buyer can buy my web property so cheap through an ad network, then how can I compete?

Answer:

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. While the practice is frowned upon, it happens.

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.

While the practice is frowned upon, it happens.

Digital Media 101 That’s a Wrap!

That’s A Wrap! Contextualize Digital Media Geek Talk - key terms Pretty Pictures – basic types of online ads Text Display Video Promotions Monetization Pricing mechanisms Targeting Online Analytics Ad Networks

Contextualize Digital Media

Geek Talk - key terms

Pretty Pictures – basic types of online ads

Text

Display

Video

Promotions

Monetization

Pricing mechanisms

Targeting

Online Analytics

Ad Networks

Questions?

Credits

Digital Media 101 Appendix

Rectangles and Pop-ups :15 40k View IMU *NEW* 720×300 IMU – (Pop-Under) :15 40k View IMU *NEW* 300×100 IMU – (3:1 Rectangle) :15 40k View IMU 180 x 150 IMU – (Rectangle) :15 40k View IMU 336 x 280 IMU – (Large Rectangle) :15 40k View IMU 240 x 400 IMU – (Vertical Rectangle) :15 40k View IMU 250 x 250 IMU – (Square Pop-Up) :15 40k View IMU 300 x 250 IMU – (Medium Rectangle) Recommended Animation Length (Seconds) Recommended Maximum Initial Download File weight

Banners and Buttons Recommended Animation Length (Seconds) Recommended Maximum Initial Download File weight :15 40k View IMU 728 x 90 IMU – (Leaderboard) :15 30k View IMU 125 x 125 IMU – (Square Button) :15 30k View IMU 120 x 240 IMU – (Vertical Banner) :15 20k View IMU 120 x 60 IMU – (Button 2) :15 20k View IMU 120 x 90 IMU – (Button 1) :15 10k View IMU 88 x 31 IMU – (Micro Bar) :15 30k View IMU 234 x 60 IMU – (Half Banner) :15 40k View IMU 468 x 60 IMU – (Full Banner)

Skyscrapers Recommended Animation Length (Seconds) Recommended Maximum Initial Download File weight :15 40k View IMU 300 x 600 IMU – (Half Page Ad) :15 40k View IMU 120 x 600 IMU – (Skyscraper) :15 40k View IMU 160 x 600 IMU – (Wide Skyscraper)