Puerto Rico, 2013
2
• Advertisers are now more aware of the need to advertise on the net.
• Proliferation of web sites and digital destinati...
3
• The internet has changed us all.
• The internet creates affiinity groups and eliminates borders.
• The internet has be...
4
• Digital Advertising goes far beyond the banner placement.
• The Internet itself is more of a marketing tool rather tha...
5
• In order to be able to understand all this “crazy talk” and to
incorporate these digital strategies into our media and...
6
7
• Horizontal Sites
8
• Horizontal Sites
• Vertical Sites
9
• Horizontal Sites
• Vertical Sites
• Unique Users
Index Composition
Daily Unique Visits
Monthly Unique Visits
Page View...
10
• Horizontal Sites
• Vertical Sites
• Unique Users
• Page View
• Impression
One Page View
5 Impressions
(1 of each
bann...
11
• Purchase types:
– CPM: Cost Per Milliard
– CPC: Cost Per Click
– CPL: Cost Per Lead.
– CPA / CPS: Cost Per Acquisitio...
12
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
Main premise: Instead of buying inventory on a specifi...
13
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
Agency determines
specific keyw...
14
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
IP Address: ...
15
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM ...
16
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM ...
17
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM ...
18
19
• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM ...
20
• Other relevant concepts:
• Tags:
– Programming codes generated by an ad management software to monitor the
progress o...
21
• Other relevant concepts:
• Servicio remoto de banners / Third Party Ad Serving:
Country of origin
Time of day
Coockie...
22
Basic Concepts
23
– Effectiveness Factors:
• Market options and offers
• Planning: Media Selection / Segmentation
• Targeting: Technology...
24
– Market Options: There are millions of publisher’s sites around the world,
¿How do we find and select the best ones fo...
25
– What most people don’t know about the Networks:
26
– Planning: A site’s traffic is not the main media selection criteria
– A 1.000 impressions buy on the #1 ranked web si...
27
• We at LatinMedios work with different and specialized media planning tools:
– E-Q 2.0, proprietary software designed ...
28
• Specialized Online Media Planning tools:
•E-Q®
2.0:
•Proprietary tool developed by
LatinMedios.com to estimate the Re...
29
• Specialized Online Media Planning tools:
Total Unique Users in the Country
Total de UU que corresponden a nuestro Tar...
30
• Specialized Online Media Planning tools:
•comScore/MediaMetrix:
•Planning and media selection tool
provided by comSco...
31
• Specialized Online Media Planning tools:
Top 10 sites in terms of traffic
of men between 18 and 24
YOA
32
• Specialized Online Media Planning tools:
Top 10 sites based on the
Index Composition of men
between 18 and 24 YOA
33
• Specialized Online Media Planning tools:
• PXPL - beta:
• Our benchmarking tool, our Benchmarking tool.
• The PXPL is...
34
• Once we have selected the sites and sections, we need to determine the
best creative type to use as well as the type ...
35
As in the Real Estate Market …
“location, location, location”
36
• Technology:
• Key factor on all digital advertising initiatives.
• One of the main requirements when selecting the me...
37
• Technology:
• The type of technology used by the publisher will determine the types of ad products
available to the a...
38
• Technology:
• The technology allow us to monitor the campaign’s development on real time as well
as to audit the resu...
39
• Monitoring Tools:
40
• Monitoring Tools:
Different Tools for Different Needs
We can track the campaigns as well as the activity
generated by...
41
• Monitoring Tools:
C lic k
In d iv id u a l- A c c o u n t -
A p p lic a t i o n - B e g i n -
P a g e P o s t -
J o i...
42
• Monitoring Tools:
•LatinFlyer:
•Herramienta de administración de
bases de datos para envíos
certificados de campañas ...
43
– Campaign analysis, tracking & optimization:
– To accordingly select and target the media does not 100% guarantees the...
44
– Campaign analysis, tracking & optimization:
– Values like the CTR are considered at the time of the campaign evaluati...
45
– Campaign analysis, tracking & optimization:
– Every campaign, ad unit, type of product advertised even each country h...
46
Media Planning
47
48
• Digital Marketing Strategies:
– Digital marketing & advertising is not just about banners, that’s only the
beginning....
49
The power has shifted.
The users are now in control of the
web, its content and the whole
experience.
The Internet is n...
50
Our users are now connected everywhere
51
 We’ve entered the era of the “Digital Relationships”
My printer is the
one that sells me
ink cartridges
52
 An era where the consumers are getting smarter and with
more tools available to get to their products of choice
53
We are no longer living the times
where content was linear and
distributed as a one way street only
54
The “Marketing Monologue” is
gone.
55
Classic Outbound
“Brand Controlled”
Messaging
Loyalty
Service/Support
Trial/Purchase
Consideration
Engagement
Awareness
56
The new paradigm is the
“Self Service Marketing”
57
Focus is on
empowering
consumers at
any and all
parts of lifecycle
58
• Digital Marketing Strategies:
– Clear objectives, beyond the placement itself.
– Use of a Marketing Strategy to incre...
59
THE DIGITAL
CONVERSATION
60
61
Digital Marketing
62
Contáctenos
facebook.com/latinmedios
linkedin.com/company/latinmedios.com
twitter.com/latinmedios
joel@latinmedios.com
63
Consideraciones: Cualquier distribución de esta presentación o de la información contenida en ella, aún cuando sea en p...
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Internet101 aug2013-draft

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Internet101 aug2013-draft

  1. 1. Puerto Rico, 2013
  2. 2. 2 • Advertisers are now more aware of the need to advertise on the net. • Proliferation of web sites and digital destinations (therefore options on where to advertise), gets bigger on a daily basis and is hard to keep track of all the media options available and suitable for a specific client or product. • Digital has been a part of the advertising scene for a while now, but for some reason it has been held to a much higher standard than other mediums • This is no longer the “new media”, nor the emerging one. • To gain the know-how and experience to do on-line media planning, and to generate real marketing and advertising strategies, specially adapted to the US Hispanic/Latin American markets is not an easy job, it takes a lot of time. • Traditional Ad Agencies tent to apply traditional media planning methods and know how to the on-line world, this has been proven not work well.
  3. 3. 3 • The internet has changed us all. • The internet creates affiinity groups and eliminates borders. • The internet has become a reflection of our culture. • We went from being connected to living connected • The industry in general has become global – Clients – Media – Technology – Solution – Information Everything is global now.
  4. 4. 4 • Digital Advertising goes far beyond the banner placement. • The Internet itself is more of a marketing tool rather than just an advertising medium. • Everything we do online must be based on a creative communication strategy that allows us to reach and exceed our objectives. • Digital might be the only medium where in order to conceive the next big idea, we need to have the creative team sitting at the same table with the media planners, technology “geeks” and account executives. • Our planners end executives are trained to always “think creatively” and to always bring innovative ideas to generate better and more effective results. • The client and the Agency play a key roll in the strategic approach, they need to bet on it, take the chances of the unknown and go with these “wild ideas”.
  5. 5. 5 • In order to be able to understand all this “crazy talk” and to incorporate these digital strategies into our media and marketing mix, we need to understand the basic concepts, how does it work, and more importantly, the difference between the banners as the ultimate campaign objective, and the banners as part of the overall marketing and advertising strategy.
  6. 6. 6
  7. 7. 7 • Horizontal Sites
  8. 8. 8 • Horizontal Sites • Vertical Sites
  9. 9. 9 • Horizontal Sites • Vertical Sites • Unique Users Index Composition Daily Unique Visits Monthly Unique Visits Page Views …
  10. 10. 10 • Horizontal Sites • Vertical Sites • Unique Users • Page View • Impression One Page View 5 Impressions (1 of each banner)
  11. 11. 11 • Purchase types: – CPM: Cost Per Milliard – CPC: Cost Per Click – CPL: Cost Per Lead. – CPA / CPS: Cost Per Acquisition / Sale – CPV: Cost per view – Sponsorships (daily-monthly-hourly) / Roadblocks
  12. 12. 12 • Products / Enhanced Targeting & Buying: – Behavioral marketing Main premise: Instead of buying inventory on a specific site, why not buy an audience. Agency determines campaign target and profile. Eje: Male, Business Traveler, Hispanic Profiles are then set up in the Behavioral Network’s system. After having visited all these web sites, user lands on one of networks’ sites. User browses the web, visits different websites and gathers cookies Site checks user profile with Network’s system. Network pushes Behavioral targeted banner to profile- matching user.
  13. 13. 13 • Products / Enhanced Targeting & Buying: – Behavioral marketing – Contextual marketing Agency determines specific keywords or texts that will trigger advertiser’s ads Keywords are then set up in the Contextual Network’s system. Site includes all sorts of texts like news articles, posts by users and others User browses the web, visits one of network’s site Network reads content and identifies trigger keywords Network pushes Contextual targeted banner to keyword- matching user.
  14. 14. 14 • Products / Enhanced Targeting & Buying: – Behavioral marketing – Contextual marketing – IP/Geo Targeting IP Address: 169.141.115.12 (NY/USA) The site knows that the user is physically in the US IP Address: 209.151.23.01 (Pto. Rico) The site knows that the user is physically in Pto. Rico Esto es para ti boricua …
  15. 15. 15 • Products / Enhanced Targeting & Buying: – Behavioral marketing – Contextual marketing – IP/Geo Targeting – SEO & SEM (Natural Vs. Paid Results)
  16. 16. 16 • Products / Enhanced Targeting & Buying: – Behavioral marketing – Contextual marketing – IP/Geo Targeting – SEO & SEM (Natural Vs. Paid Results) – Social Media Advertising
  17. 17. 17 • Products / Enhanced Targeting & Buying: – Behavioral marketing – Contextual marketing – IP/Geo Targeting – SEO & SEM (Natural Vs. Paid Results) – Social Media Advertising – Media Desks, Ad Networks, Ad Exchanges, DSP’s, DMP’s … Intermediaries, not agencies, not planners, these companies only execute buys on behalf of the agencies that they serve, there is no insight, no added values, just media buy execution. Media Reps. These companies are in charge of marketing and selling inventories of their own and of those publishers that they represent. These companies tag their ad spaces directly. Sort of like an Advertising inventory stock market. Most networks and Media Desks go to the exchanges to purchase extra inventories to cap and enhanced their buys. System/software that allow digital ad buyers to manage multiple Ad Exchange accounts through one single interface and to be able to bid, via RTB sockets on all major exchanges at the same time. It is like the networks, but on steroids … Data Management Platform ... the new “fancy” word. A DMP is the backbone of all data-driven marketing campaigns and serves as a unifying platform to collect, organize and activate audience data from any source, to taregt our campaigns.
  18. 18. 18
  19. 19. 19 • Products / Enhanced Targeting & Buying: – Behavioral marketing – Contextual marketing – IP/Geo Targeting – SEO & SEM (Natural Vs. Paid Results) – Social Media Advertising – Media Desks, Ad Networks, Ad Exchanges, DSP’s, DMP’s … – Others … (not included in our 101 course)
  20. 20. 20 • Other relevant concepts: • Tags: – Programming codes generated by an ad management software to monitor the progress of a given online media campaign. These tags, when implemented on the publisher’s and the advertiser’s, gives us, the Agencies, the ability to control and monitor the campaign’s development and its results or conversions. Our traffic team creates and uploads the campaigns into our Ad Serving platform 7590 11 702801 We then create and send the tags to the publishers for implementation Publishers inset our tags into their own Ad Serving platforms for further tracking
  21. 21. 21 • Other relevant concepts: • Servicio remoto de banners / Third Party Ad Serving: Country of origin Time of day Coockies Keywords Location … The server analyzes the info and delivers the most suitable ad The user’s computer “calls” the site’s hosting server and downloads the content and images Simultaneously, the site calls its ad serving software and sends the user’s information User lands on site www.asite.com
  22. 22. 22 Basic Concepts
  23. 23. 23 – Effectiveness Factors: • Market options and offers • Planning: Media Selection / Segmentation • Targeting: Technology / Products / Reporting • Service: Analysis / Tracking / Optimization
  24. 24. 24 – Market Options: There are millions of publisher’s sites around the world, ¿How do we find and select the best ones for our campaigns? NO to the traditional media planning methodology NO to the “Dot Com Top Of Mind” NO to packaged proposals NO to the Networks as planners NO to the traffic as the media selection criteria YES to specialized, selective planning based on online planning tools. YES to the “long tail” segmentation YES to diversity of options YES to the Networks as consolidators YES to the properties and values of a web site as the media selection criteria
  25. 25. 25 – What most people don’t know about the Networks:
  26. 26. 26 – Planning: A site’s traffic is not the main media selection criteria – A 1.000 impressions buy on the #1 ranked web site, is the exact same thing as a 1.000 impressions buy on the #500 of the rank. – In the digital world, 1.000 impressions means that our ad will be seen by 1.000 users, we have no ratings, no share, no nothing, just impressions and users. – ¿Isn’t more important for those 1.000 impressions to be seen (in its majority) by users matching our target ? – ¿Shouldn’t we be aiming to get the smallest ad waste ? – ¿What can we do on a site that has 1 billion Page Views when our budget only allow us to buy 1.000 impressions? – ¿What’s the difference between 1.000 impressions on MSN’s home page and 1.000 impressions on www.onlyformenbetween20and45.com ?
  27. 27. 27 • We at LatinMedios work with different and specialized media planning tools: – E-Q 2.0, proprietary software designed and developed by LainMedios.com – MyMetrix 2.0, metric service provided by ComScore/Media Metrix – PXPL versión Beta, proprietary software designed and developed by LainMedios.com – We also gather information from other tools such as Google’s Ad Planner, MediaMind’s planner and any other tool that might help us improve and strengthen our media plans. – We do not use or plan through the networks, we handle all planning duties in- house, keeping an objective point of view on our media selection.
  28. 28. 28 • Specialized Online Media Planning tools: •E-Q® 2.0: •Proprietary tool developed by LatinMedios.com to estimate the Reach & Frequency of an online media campaign based on an a diverse array of demographic, statistical, psychographic and behavioral data that allows us to plan and optimize our campaigns accordingly. EQ: A proprietary Reach & Frequency calculating tool
  29. 29. 29 • Specialized Online Media Planning tools: Total Unique Users in the Country Total de UU que corresponden a nuestro Target % de alcance estimado Total de UU que estaremos alcanzando % de frecuencia estimado, de acuerdo al objetivo de la campaña (total de impresiones generadas en el país/ número de Usuarios Unicos en el país) # de impresiones correspondientes al % de Freq. Total de impresiones estimadas Presupuesto recomendado: Producto del total de impresiones estimadas x el precio promedio del CPM para el tipo de productos publicitarios determinados por el objetivo de la campaña en el país destino (fuente: PXPL) Target + Objetivos + Ad Units País Argentina Total Usuarios/País 8,900,000 Universo Meta según Target Objetivo 1,878,121 % de Universo a captar 15.00% Usuarios Unicos 281,718 % de Frecuencia a lograr 0.24% Imps. x Usuario Unico 4.00 Total de impresiones Aprox. 1,126,872 Presupuesto Recomendado (ARG$) $29,693.09 E-Q 2.0 - LatinMedios.com, Inc.® Nota: Este presupuesto, alcance y frecuencia se basa unicamente en cifras estadísticas y solo es utilizado como marco de referencia para la planificación selectiva y negociación de los medios. Es responsabilidad del planificador, la correcta y segmentada selección de los medios y secciones, en pro de una campaña rentable y efectiva. País Argentina Total Usuarios/País 8,900,000 Universo Meta según Target Objetivo 1,878,121 % de Universo a captar 15.00% Usuarios Unicos 281,718 % de Frecuencia a lograr 0.24% Imps. x Usuario Unico 4.00 Total de impresiones Aprox. 1,126,872 Presupuesto Recomendado (ARG$) $29,693.09 E-Q 2.0 - LatinMedios.com, Inc.® Nota: Este presupuesto, alcance y frecuencia se basa unicamente en cifras estadísticas y solo es utilizado como marco de referencia para la planificación selectiva y negociación de los medios. Es responsabilidad del planificador, la correcta y segmentada selección de los medios y secciones, en pro de una campaña rentable y efectiva.
  30. 30. 30 • Specialized Online Media Planning tools: •comScore/MediaMetrix: •Planning and media selection tool provided by comScore/MediaMetrix that allows us to identify the sites and specific sections witht the highest index composition of users matching our target. Eje: Mujeres 18 a 34 años US Hispanics
  31. 31. 31 • Specialized Online Media Planning tools: Top 10 sites in terms of traffic of men between 18 and 24 YOA
  32. 32. 32 • Specialized Online Media Planning tools: Top 10 sites based on the Index Composition of men between 18 and 24 YOA
  33. 33. 33 • Specialized Online Media Planning tools: • PXPL - beta: • Our benchmarking tool, our Benchmarking tool. • The PXPL is a recollection of billions of impressions served and categorized by type of ad unit, client, results, cost, country, performance, etc. • Through our PXPL we are able to accurately project and suggest the best ad product, site or section within a site, for a specific type of client or product, as well as to provide them with clear and comprehensive data about how we should expect our campaigns to perform, based on our “Previous XPeriences Logs”.
  34. 34. 34 • Once we have selected the sites and sections, we need to determine the best creative type to use as well as the type of purchase. • This selection is made based on the campaign’s objectives. – Branding: Small and Mid impact creative ad units / Sponsorships = Higher reach and frequency at a lower cost / Less impact. – Impulse / Promotion: Mid and high impact creative ad units = Less frequency / Higher Impact – Sales: Sponsored Links / Search Engine Optimization / CPC-CPL / Mid and High Impact creative ad units = Higher impact and awareness, acquisition costs controlled. – We must always consider the habits of our users, not all users behave the same, even those within the same target profile; the user’s experience among other factors play a fundamental roll on the campaign effectiveness.
  35. 35. 35 As in the Real Estate Market … “location, location, location”
  36. 36. 36 • Technology: • Key factor on all digital advertising initiatives. • One of the main requirements when selecting the media: Every publisher must meet the minimum required technology standards. • They must be able to work with our “Third Party Ads” and generate their own reports. With out these, we will not be able to monitor and optimize our campaigns accordingly and as a result, we won’t be able to provide the most effective results. • The publisher’s ad serving technology must be able to target, at least, the following: Days of the week, hours of the day, countries, IP addresses, etc.
  37. 37. 37 • Technology: • The type of technology used by the publisher will determine the types of ad products available to the advertisers. • Not all sites have the capabilities to deliver all Rich Media ads, video ads or to maybe, re-target our ads; they need a special technology to do so. • The different types of ad products available are also a factor when selecting the right media for a campaign.
  38. 38. 38 • Technology: • The technology allow us to monitor the campaign’s development on real time as well as to audit the results. • When LatinMedios places a campaign, we are in charge of verifying it. The site generates a report and at the same time, our tracking system validates it. • Our technology allow us to not only monitor the campaign’s activity (impressions and clicks) but also, the activity of the users at the at the advertiser’s site after having seen our ads, even if they do not click on them. • We are able to know if someone saw a banner, did not click on it but eventually got to the advertiser’s site and converted. • We are able to measure the ROI, the branding effect and the user’s habits at the advertiser’s sites.
  39. 39. 39 • Monitoring Tools:
  40. 40. 40 • Monitoring Tools: Different Tools for Different Needs We can track the campaigns as well as the activity generated by our users at the Advertiser’s site. Different Tools for Different Needs We can track the campaigns as well as the activity generated by our users at the Advertiser’s site. By site By campaign By day of the week
  41. 41. 41 • Monitoring Tools: C lic k In d iv id u a l- A c c o u n t - A p p lic a t i o n - B e g i n - P a g e P o s t - J o in t - A c c o u n t - A p p l ic a t i o n - B e g in - P a g e A d C r e a t iv e S it e P l a c e m e n t P u b lis h e r Im p r e s s io n C lic k R a t e P o s t - Im p r e s s io n P - I % C lic k P - C % P o s t - I m p r e s s io n F ir e m a n - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 1 8 1 , 2 5 1 3 6 4 0 . 2 0 1 % 1 2 0 .0 0 7 % 1 0 2 . 7 4 7 % 4 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 9 , 3 5 1 , 2 8 3 9 ,7 1 1 0 . 1 0 4 % 7 5 0 .0 0 1 % 9 7 0 . 9 9 9 % 1 6 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 6 8 7 , 8 7 7 9 2 3 0 . 1 3 4 % 7 0 .0 0 1 % 6 0 . 6 5 0 % 4 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 2 , 1 3 4 , 4 2 6 3 ,4 6 7 0 . 1 6 2 % 3 1 0 .0 0 1 % 3 0 0 . 8 6 5 % 7 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 2 , 5 4 2 , 3 5 7 3 ,8 4 8 0 . 1 5 1 % 1 6 0 .0 0 1 % 5 2 1 . 3 5 1 % 4 F ir e m a n - 3 0 0 x 2 5 0 - f l a s h T o t a l 1 4 ,8 9 7 ,1 9 4 1 8 ,3 1 3 0 . 1 2 3 % 1 4 1 0 .0 0 1 % 1 9 5 1 . 1 1 1 % 3 5 C h i ld - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 2 9 ,5 4 9 5 2 0 . 1 7 6 % 4 0 .0 1 4 % 3 5 . 7 6 9 % 0 C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 2 , 0 3 8 , 7 3 1 1 ,4 4 4 0 . 0 7 1 % 1 0 0 .0 0 0 % 2 0 1 . 3 8 5 % 1 0 C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 1 8 2 , 0 1 9 1 5 7 0 . 0 8 6 % 4 0 .0 0 2 % 1 0 . 6 3 7 % 1 C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 5 0 1 , 2 6 2 7 2 6 0 . 1 4 5 % 1 1 0 .0 0 2 % 1 1 1 . 5 1 5 % 4 C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 6 1 1 , 3 0 7 6 1 0 0 . 1 0 0 % 2 0 .0 0 0 % 1 1 1 . 8 0 3 % 1 C h ild - 3 0 0 x 2 5 0 - f l a s h T o t a l 3 ,3 6 2 ,8 6 8 2 ,9 8 9 0 . 0 8 9 % 3 1 0 .0 0 1 % 4 6 1 . 4 5 2 % 1 6 G r a n d T o t a ls 1 8 ,2 6 0 ,0 6 2 2 1 ,3 0 2 0 1 7 2 0 .0 0 1 % 2 4 1 1 .5 5 8 % 5 1 C lic k I n d iv id u a l- A c c o u n t - A p p lic a t i o n - B e g in - P a g e P o s t - J o in t - A c c o u n t - A p p lic a t i o n - B e g in - P a g e A d C r e a t iv e S i t e P l a c e m e n t P u b l is h e r Im p r e s s i o n C li c k R a t e P o s t - Im p r e s s io n P - I % C li c k P - C % P o s t - I m p r e s s i o n F ir e m a n - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 1 8 1 ,2 5 1 3 6 4 0 .2 0 1 % 1 2 0 .0 0 7 % 1 0 2 .7 4 7 % 4 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 9 ,3 5 1 ,2 8 3 9 , 7 1 1 0 .1 0 4 % 7 5 0 .0 0 1 % 9 7 0 .9 9 9 % 1 6 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 6 8 7 ,8 7 7 9 2 3 0 .1 3 4 % 7 0 .0 0 1 % 6 0 .6 5 0 % 4 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 2 ,1 3 4 ,4 2 6 3 , 4 6 7 0 .1 6 2 % 3 1 0 .0 0 1 % 3 0 0 .8 6 5 % 7 F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 2 ,5 4 2 ,3 5 7 3 , 8 4 8 0 .1 5 1 % 1 6 0 .0 0 1 % 5 2 1 .3 5 1 % 4 F ir e m a n - 3 0 0 x 2 5 0 - fl a s h T o t a l 1 4 ,8 9 7 ,1 9 4 1 8 ,3 1 3 0 .1 2 3 % 1 4 1 0 .0 0 1 % 1 9 5 1 .1 1 1 % 3 5 C h ild - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 2 9 , 5 4 9 5 2 0 .1 7 6 % 4 0 .0 1 4 % 3 5 .7 6 9 % 0 C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 2 ,0 3 8 ,7 3 1 1 , 4 4 4 0 .0 7 1 % 1 0 0 .0 0 0 % 2 0 1 .3 8 5 % 1 0 C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 1 8 2 ,0 1 9 1 5 7 0 .0 8 6 % 4 0 .0 0 2 % 1 0 .6 3 7 % 1 C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 5 0 1 ,2 6 2 7 2 6 0 .1 4 5 % 1 1 0 .0 0 2 % 1 1 1 .5 1 5 % 4 C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 6 1 1 ,3 0 7 6 1 0 0 .1 0 0 % 2 0 .0 0 0 % 1 1 1 .8 0 3 % 1 C h ild - 3 0 0 x 2 5 0 - f la s h T o t a l 3 ,3 6 2 ,8 6 8 2 , 9 8 9 0 .0 8 9 % 3 1 0 .0 0 1 % 4 6 1 .4 5 2 % 1 6 G r a n d T o t a ls 1 8 , 2 6 0 ,0 6 2 2 1 ,3 0 2 0 1 7 2 0 .0 0 1 % 2 4 1 1 .5 5 8 % 5 1 Y a h o o M S N C n e t A O L M a r t h a S t e w a r t E S P N T h is O ld H o u s e H G T V H B O Y a h o o 1 , 0 0 0 1 0 0 2 , 5 0 0 2 , 5 0 0 1 , 5 0 0 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0 M S N 1 ,0 0 0 1 5 0 2 5 0 1 , 5 0 0 1 , 0 0 0 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0 C n e t 1 0 0 1 5 0 3 0 0 1 7 5 4 0 0 1 ,0 0 0 5 0 0 5 0 0 A O L 2 ,5 0 0 2 5 0 3 0 0 2 , 0 0 0 2 , 0 0 0 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0 M a r t h a S t e w a r t 2 ,5 0 0 1 , 5 0 0 1 7 5 2 , 0 0 0 1 0 0 5 0 0 3 , 0 0 0 2 5 0 E S P N 1 ,5 0 0 1 , 0 0 0 4 0 0 2 , 0 0 0 1 0 0 4 0 0 1 0 0 2 ,5 0 0 T h is O ld H o u s e 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0 1 , 0 0 0 5 0 0 4 0 0 1 , 0 0 0 1 ,0 0 0 H G T V 1 ,0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 3 , 0 0 0 1 0 0 1 ,0 0 0 2 0 0 H B O 1 ,0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 2 5 0 2 , 5 0 0 1 ,0 0 0 2 0 0 T h is r e p o r t s h o w s c o m p a r a t iv e o v e r la p a c r o s s m u lt ip le p u b lis h e r s . T h e O v e r la p r a t e s h o w s th e r e la t iv e 'u n iq u e n e s s ' o f t h a t p u b lis h e r 's a u d ie n c e . P u b l is h e r Im p r e s s io n s P u b l is h e r R e a c h U n d u p li c a t e d R e a c h U n d u p li c a t e d O v e r la p O v e r la p R a t e Y a h o o 1 , 5 0 0 , 0 0 0 1 , 0 0 0 , 0 0 0 8 7 5 ,7 1 5 1 2 4 , 2 8 5 1 2 . 4 3 % M S N 7 5 0 ,0 0 0 5 0 0 , 0 0 0 4 7 9 ,1 4 2 2 0 , 8 5 8 4 . 1 7 % C n e t 2 5 0 ,0 0 0 1 0 0 , 0 0 0 9 5 , 4 7 8 4 , 5 2 2 4 . 5 2 % A O L 1 2 , 0 0 0 , 0 0 0 1 0 , 0 0 0 , 0 0 0 8 , 5 4 2 , 2 2 1 1 , 4 5 7 , 7 7 9 1 4 . 5 8 % M a r t h a S t e w a r t 6 5 0 ,0 0 0 5 0 0 , 0 0 0 4 9 0 ,5 7 8 9 , 4 2 2 1 . 8 8 % E S P N 1 , 2 0 0 , 0 0 0 1 , 0 0 0 , 0 0 0 8 7 5 ,4 8 9 1 2 4 , 5 1 1 1 2 . 4 5 % T h is O ld H o u s e 6 0 0 ,0 0 0 5 0 0 , 0 0 0 4 5 7 ,8 8 6 4 2 , 1 1 4 8 . 4 2 % H G T V 1 , 2 0 0 , 0 0 0 1 , 0 0 0 , 0 0 0 8 4 5 ,7 8 3 1 5 4 , 2 1 7 1 5 . 4 2 % H B O 2 , 5 0 0 , 0 0 0 1 , 8 7 5 , 0 0 0 1 , 2 4 5 , 1 2 4 6 2 9 , 8 7 6 3 3 . 5 9 % Y a h o o M S N C n e t A O L M a r t h a S t e w a r t E S P N T h is O ld H o u s e H G T V H B O Y a h o o 1 , 0 0 0 1 0 0 2 , 5 0 0 2 , 5 0 0 1 , 5 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 M S N 1 , 0 0 0 1 5 0 2 5 0 1 , 5 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 C n e t 1 0 0 1 5 0 3 0 0 1 7 5 4 0 0 1 , 0 0 0 5 0 0 5 0 0 A O L 2 , 5 0 0 2 5 0 3 0 0 2 , 0 0 0 2 , 0 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 M a r t h a S t e w a r t 2 , 5 0 0 1 , 5 0 0 1 7 5 2 , 0 0 0 1 0 0 5 0 0 3 , 0 0 0 2 5 0 E S P N 1 , 5 0 0 1 , 0 0 0 4 0 0 2 , 0 0 0 1 0 0 4 0 0 1 0 0 2 , 5 0 0 T h is O ld H o u s e 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 5 0 0 4 0 0 1 , 0 0 0 1 , 0 0 0 H G T V 1 , 0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 3 , 0 0 0 1 0 0 1 , 0 0 0 2 0 0 H B O 1 , 0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 2 5 0 2 , 5 0 0 1 , 0 0 0 2 0 0 T h is r e p o r t s h o w s c o m p a r a tiv e o v e r la p a c r o s s m u ltip le p u b lis h e r s . T h e O v e r la p r a t e s h o w s t h e r e la t iv e 'u n iq u e n e s s ' o f t h a t p u b lis h e r 's a u d ie n c e . P u b l i s h e r I m p r e s s i o n s P u b li s h e r R e a c h U n d u p l ic a t e d R e a c h U n d u p li c a t e d O v e r l a p O v e r la p R a t e Y a h o o 1 , 5 0 0 ,0 0 0 1 ,0 0 0 , 0 0 0 8 7 5 ,7 1 5 1 2 4 , 2 8 5 1 2 . 4 3 % M S N 7 5 0 , 0 0 0 5 0 0 , 0 0 0 4 7 9 ,1 4 2 2 0 , 8 5 8 4 . 1 7 % C n e t 2 5 0 , 0 0 0 1 0 0 , 0 0 0 9 5 , 4 7 8 4 , 5 2 2 4 . 5 2 % A O L 1 2 , 0 0 0 , 0 0 0 1 0 ,0 0 0 , 0 0 0 8 , 5 4 2 , 2 2 1 1 ,4 5 7 ,7 7 9 1 4 . 5 8 % M a r t h a S t e w a r t 6 5 0 , 0 0 0 5 0 0 , 0 0 0 4 9 0 ,5 7 8 9 , 4 2 2 1 . 8 8 % E S P N 1 , 2 0 0 ,0 0 0 1 ,0 0 0 , 0 0 0 8 7 5 ,4 8 9 1 2 4 , 5 1 1 1 2 . 4 5 % T h is O ld H o u s e 6 0 0 , 0 0 0 5 0 0 , 0 0 0 4 5 7 ,8 8 6 4 2 , 1 1 4 8 . 4 2 % H G T V 1 , 2 0 0 ,0 0 0 1 ,0 0 0 , 0 0 0 8 4 5 ,7 8 3 1 5 4 , 2 1 7 1 5 . 4 2 % H B O 2 , 5 0 0 ,0 0 0 1 ,8 7 5 , 0 0 0 1 , 2 4 5 , 1 2 4 6 2 9 , 8 7 6 3 3 . 5 9 % ROI and Branding capabilities: • We track Post-Click as well as the Post- Impression activity. • We know when a user sees a banner, clicks on it, goes to the site and buys and also, if a user saw a banner, did not click on it, but eventually, goes on to ythe advertiser’s web site and completes a purchase. • We can measure the branding effect of our campaigns. • We are all about results. ROI and Branding capabilities: • We track Post-Click as well as the Post- Impression activity. • We know when a user sees a banner, clicks on it, goes to the site and buys and also, if a user saw a banner, did not click on it, but eventually, goes on to ythe advertiser’s web site and completes a purchase. • We can measure the branding effect of our campaigns. • We are all about results. Different Tools for Different Needs We can track the campaigns as well as the activity generated by our users at the Advertiser’s site. Different Tools for Different Needs We can track the campaigns as well as the activity generated by our users at the Advertiser’s site.
  42. 42. 42 • Monitoring Tools: •LatinFlyer: •Herramienta de administración de bases de datos para envíos certificados de campañas de e-mail marketing. •Seguimiento, avance y reportes de campañas de mail a través de una interfase sencilla y efectiva. •Servidores certificados como anti- spam, capaces de manejar grandes bases de datos.
  43. 43. 43 – Campaign analysis, tracking & optimization: – To accordingly select and target the media does not 100% guarantees the success of our campaigns. These needs to be monitored and optimized constantly. – The size, location and frequency of an ad must be considered. – Every creative ad expires, it stops working. – The Internet allows the for the quick and constant changes of our creative ad units, we must enhance this possibility. Tiempo CTs Desempeñ o Optimo Banner Fatigue Tiempo CTs Promedio de Clickthrough Sección 1 Sección 2 CPC Imps Sección 1 CPC Imps
  44. 44. 44 – Campaign analysis, tracking & optimization: – Values like the CTR are considered at the time of the campaign evaluation, but as a reference only, not as a success/failure metric. – What really matters is that we are getting the best results based on the objectives. – If the objective is to generate traffic, then we must evaluate the CPC, not the CTR. – If the objective is to drive sales or to subscribe users to a data base or promotion, then we must consider the resulting CPA.
  45. 45. 45 – Campaign analysis, tracking & optimization: – Every campaign, ad unit, type of product advertised even each country have their own average metrics and we need to be able to identify them in order to evaluate our efforts accordingly. – The most important takeaway about the whole digital media planning and optimization process is, that we should always focus and concentrate our efforts on the objectives, as these are the ones that must guide our activities, we are here to fulfill an objective and to obtain the best and the most efficient results for our clients.
  46. 46. 46 Media Planning
  47. 47. 47
  48. 48. 48 • Digital Marketing Strategies: – Digital marketing & advertising is not just about banners, that’s only the beginning. – The online banner placement is only a tool, it must not be the final objective. – The marketing strategy is what really generates the results, and at the end, what optimizes our client’s ROIs.
  49. 49. 49 The power has shifted. The users are now in control of the web, its content and the whole experience. The Internet is not the Internet any more, the Internet is a whole and I use it when I want, how I want and where I want. Now I’m DIGITAL.
  50. 50. 50 Our users are now connected everywhere
  51. 51. 51  We’ve entered the era of the “Digital Relationships” My printer is the one that sells me ink cartridges
  52. 52. 52  An era where the consumers are getting smarter and with more tools available to get to their products of choice
  53. 53. 53 We are no longer living the times where content was linear and distributed as a one way street only
  54. 54. 54 The “Marketing Monologue” is gone.
  55. 55. 55 Classic Outbound “Brand Controlled” Messaging Loyalty Service/Support Trial/Purchase Consideration Engagement Awareness
  56. 56. 56 The new paradigm is the “Self Service Marketing”
  57. 57. 57 Focus is on empowering consumers at any and all parts of lifecycle
  58. 58. 58 • Digital Marketing Strategies: – Clear objectives, beyond the placement itself. – Use of a Marketing Strategy to increase results. – Take advantage of the possibilities that the digital media offers. – Very simple, we could gain many additional benefits by just adding to our branding campaigns some sort of incentive, call-to-action, social or viral alternative. Aim at being relevant, we are here to touch people’s lives, to make a difference, to interact, to engage in a conversation with our potential customers
  59. 59. 59 THE DIGITAL CONVERSATION
  60. 60. 60
  61. 61. 61 Digital Marketing
  62. 62. 62 Contáctenos facebook.com/latinmedios linkedin.com/company/latinmedios.com twitter.com/latinmedios joel@latinmedios.com
  63. 63. 63 Consideraciones: Cualquier distribución de esta presentación o de la información contenida en ella, aún cuando sea en parte o en su totalidad sin la debida autorización del emisor, podrá ser considerado como una violación a los derechos de autor y de propiedad de la empresa emisora, según lo estipula la ley de propiedad intelectual y derechos de autor vigente. Toda persona que haya recibido este material acuerda adherirse a estas consideraciones. Este material ha sido preparado y presentado por LatinMedios.com, Inc., quien se convierte en su propietario y tenedor de los derechos respectivos.

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