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  • When utilizing more than one brand, ensure each brand and its association to the other are clear and does not overshadow one another (co-branded SMP ads)

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  • 1. Online Advertising Best Practices December 2009
  • 2. Agenda
    • Effective Banner Ad Creative
    • A/B Testing
    • Measuring results
    • Advertising opportunities on Scholastic.com
    • Media Buying How-to’s
    • Search Engine Marketing
    • Who moved my audience?
    • Social Media Advertising and Policy
    • FY11 budgeting
  • 3. Hierarchy of Advertising Effects Brand Awareness Measures the level of familiarity respondents have with the brand (aided and unaided) Message Association Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand Brand Favorability Measures the extent to which respondents have a positive or favorable opinion of the brand How do you measure where consumers are in the continuum? First, consumers need to be aware of a brand Then they need to understand the value to them, or what the product is used for The consumer forms an opinion about the brand Finally, the consumer decides whether he or she is likely to purchase the brand 1. 2. 3. 4. Purchase Intent Measures the likelihood of respondents to purchase the brand in the future Source: Dynamic Logic Best Practices 2009
  • 4. Keep the messaging very simple
    • One or two messages is enough
      • Don’t make the message too complex
    Source: Dynamic Logic Best Practices 2009
  • 5. Keep the branding consistent Source: Dynamic Logic Best Practices 2009
    • First and last frames need to communicate with each other
    • Keep branding consistent on all frames
  • 6. Top 10 Creative Best Practices Source: Dynamic Logic Best Practices 2009
    • Show brand prominently and keep message consistent on all frames of the ad. Each frame of ad should be able to stand on its own
    • Always include a call to action
    • 3. “Reveal” ads are almost always ineffective; this is seen across all industries as a key component that differentiates best and worst campaign performers
    • Keep the messaging very simple
    • Don’t make people work for the message
    • Be careful not to annoy the site visitor if the goal of your ads is persuasiveness
    • Both top and bottom performing campaigns included a product shot and human form in the ad
    • Integrate online creative concepts with offline
    • 9. Coupons/free trial offers did not differentiate performance on awareness/persuasion
    • 10. End dates work
  • 7. Effective Banner Ad Units Transitional Ads Teacher Channel
  • 8. Effective Banner Ad Units Transitional Ads Parents Channel
  • 9. Effective Banner Ad Units Transitional Ads Administrator Channel
  • 10.
    • Static ads
    • Overall Click-Thru Rate: 0.11%
    Measuring results Benchmark Data:
  • 11.
    • Flash ads
    • Overall Click-Thru Rate: 0.10%
    Measuring results Benchmark Data:
  • 12.
    • Rich Media ads
    • Overall Click-Thru Rate: 0.09 %
    • New metrics:
    • Interaction Rate and Expansion Rate
    • Average Display Time, Interaction Time, and Expanding Time
    • Video Complete Rate
    Measuring results Benchmark Data:
  • 13. Measuring results CTR by Industry Vertical for Static Ads Benchmark Data:
  • 14. Measuring results CTR by Industry Vertical for Rich Media Ads Benchmark Data:
  • 15.
    • Top Performers on Scholastic.com
    • Educator
    • Wide Skyscraper 160x600: 0.29% CTR
    • Parent
    • Wide Skyscraper 160x600: 0.60% CTR
    • Teens/Stacks
    • Medium Rectangle 30x250: 0.79% CTR
    Measuring results
  • 16.
    • Scholastic.com Average CTR by Ad Size
    • Internal and External advertisers
    • Wide Skyscraper (160x600): 0.58%
    • Medium Rectangle (300x250): 0.27%
    • Leaderboard (728x90): 0.21%
    • Large Button (200x90): 0.08%
    • Button (120x90): 0.07%
    • Medium Button (180x150): 0.06%
    Measuring results Sample Skyscraper Ad
  • 17.
    • Standard vs. Rich Media on Scholastic.com
    • (N.B.- Most house ads are standard)
    Measuring results Goosebumps campaign: Static ad: 0.42% CTR Flash ad: 0.57% CTR
  • 18. Measuring results Video CTR on Scholastic.com External Campaigns: Frosted Mini Wheats : 13.07% CTR (Parents) Internal Campaigns: Summer Reading Challenge: 3.05% (Stacks) 2.2% (Parents) 1.79% (Teacher) Printables 1.5% (Teacher) Peel-Back CTR on Scholastic.com Discover Card: 0.21%
  • 19.
    • What to test:
    • - Message (call to action, offer end date)
    • - Design
    • - Audience
    • - Ad format
    • - Frequency
    Testing Teacher Store Online July ‘09 campaign
  • 20.
    • Key learnings:
    • Keep ads relevant to your audience
    • Low price promise performs best compared to discounts: “Starting at only $1.99”
    • Skyscrapers perform best
    TSO campaign results Testing
  • 21.
    • Key learnings:
    • Tests work especially with large ad units (120x90 ad unit got a consistent 0.5% CTR)
    • Engaging ads perform better
    Playmobil campaign results Testing 0.30% CTR 0.17% CTR
  • 22.
    • Less effective testing:
    • - Slight design changes, identical message
    • - The Loft campaign saw no improvement
    • in performance (0.15% CTR across all ads)
    Old 728x90 New 300x250 Old 300x250 New 728x90 Testing
  • 23. Measuring results
    • Choose the right metrics for you business.
    • Not all metrics are equally relevant to all marketers; marketers should emphasize the metrics that address their goals.
    • Examples of industry key performance indicators (KPIs):
    • 1. Impressions/Page Views
    • 2. Clicks
    • 3. Revenue
    • 4. Subscriptions
    • 5. Time spent on the site
  • 24. Measuring results
    • Track results (delivery metrics, conversion metrics, awareness, engagement, perception)
    Sample Dart Report
  • 25. Advertising Opportunities on Scholastic.com
    • Ad Products
    • Banner + interstitial ads
    • Video ads
    • Newsletter ads
    • Custom opportunities
    • Sponsorships
    Campaign Booking Process and Lead Time
  • 26. Educator/Advertising Opportunities on Scholastic.com 120x90 160x600 300x250 728x90 728x90 120x240 160x600
  • 27. Parents/Advertising Opportunities on Scholastic.com 728x90 728x90 728x90 120x90 160x600 180x150 300x250 300x250 300x250 728x90
  • 28. Stacks/Advertising Opportunities on Scholastic.com 120x90 160x600 300x250 728x90 200x90 728x90
  • 29. Advertising Opportunities in Newsletters 728x90 120x240 120x240 234x60 Sample Teacher Newsletter Sample Administrator Newsletter 728x90 Sample Parents Newsletter 120x240 120x240 234x60 88x31
  • 30. Media Buying How-to’s
    • Which site audience is best for your product/service?
    • What to look for in a media kit?
    • Targeted ad buys
    • CPM and CTR Benchmarks
  • 31. Media Buys / SCHOLASTIC MEDIA
    • CASE STUDY/ VIDEO GAME RELEASES
    • Goosebumps Horrorland Video Game:
    • Executed campaigns on Nick.com, CartoonNetwork.com and SIKids.com targeting kids 8-12 during Halloween and Holiday periods 2008.
    • Media included standard ROS Flash banners as well as Halloween Supersite Sponsorship and Games Roadblock on Nick.com, Pre-Roll Video and Games Roadblocks on CartoonNetwork.com and SIKIDS, and Scariest Athlete Photo Gallery Sponsorship on SIKIDS.
    • Delivered over 22MM impressions
    • Online ad campaign generated 58% of the visits to the Goosebumps game microsite ( www.goosebumpsvideogame.com ) developed by Scholastic Media
    Cartoon Network 300 x 250 SI KIDS Pre-Roll Video Nick.com Halloween Supersite
  • 32.
    • Key Learnings:
    • Roadblock campaigns, which provide 100% share of voice, are very effective. 18% of clicks to site were generated from roadblock campaigns on the sites.
    • Pre-Roll video also extremely effective over standard units in generating clicks (3.19% CTR)
    • Skyscraper units (160 x 600) across all three site campaigns had much higher CTR rates than the leaderboards (728x90) or showcase units (300 x 250)
    • The SI KIDS Photo Gallery Sponsorship comprised 47% of the impressions from the SIKIDS campaign and it had a much higher CTR rate than banners on SIKIDS.
    • Cartoon Network is an excellent site for reaching the tween gaming audience – 50% of all clicks to the Goosebumps game microsite were generated from the Cartoon Network campaign.
    Media Buys / SCHOLASTIC MEDIA
  • 33. Media Buys/ SCHOLASTIC MEDIA
    • Ultimate I SPY Video Game:
    • Executed online campaign on FunBrain.com and
    • NationalGeographicKids.com targeting kids 7+ during
    • key holiday period starting 11/15/08 through 12/31/08
    • Media included standard ROS Flash banners as well as
    • custom units on FunBrain.com and Pre-Roll video on
    • National GeographicKids.com
    • Delivered 9.1MM impressions
    • During the campaign flight, the online ads drove over 90% of total visits to Ultimate I SPY microsite ( www.ispyvideogames.com ) developed by Scholastic Media
    • Key Learnings:
    • Custom units are more effective in generating clicks than standard banners. The custom units on Funbrain.com (Kids Center Ownership and Game Over Placement) generated extremely high CTRs of 4-5%
    • Pre-Roll Video also extremely effective over standard banners in generating clicks (2.87% CTR)
    • I SPY particularly resonated with the FunBrain.com audience
    FunBrain.com Kids Center Ownership Custom Unit
  • 34. Search Engine Marketing
    • Why Search matters
  • 35. Paid vs. Organic Search: Strategic Differences Highly productive results require ongoing, hands-on management
    • Optimize site architecture and linking
    • Content focused on keywords
    • Increase the quality and quantity of inbound links
    • Pay based on number of clicks by users (PPC)
    • Bid on search terms (keywords)
    • Gain visibility in “sponsorship areas” of search engines and as contextual ads
    Organic Search: Paid Search:
  • 36. Paid Search
    • A highly effective channel for direct sales, lead generation and branding
      • Ads are bought on a pay-per-click (PPC) basis
      • Google and Yahoo use auction based click and bid data to rank ads
      • PPC ads can run on search engine results pages and contextual networks on participating websites
  • 37. Search Engine Optimization (Organic Search)
    • Search Engine Optimization (SEO):
      • The process of increasing your site’s visibility within natural (or organic) search engine results
    • SEO involves:
      • Optimizing site content for search engine spiders
      • Improving page rankings
      • Increasing conversions
  • 38. Who moved my audience?
    • The Rise of Social Media
    • Impact of emerging communication channels and media segmentation
      • E.g. Obama presidential election employing online marketing strategies
    • Integrated approach to the marketing strategy: cross-channel communications using one voice and profile
    • Marketing today: a two-way conversation
    • Customer-centric marketing: profile targeting
  • 39. US 2009 presidential elections Obama’s Multi-channel marketing Website Flickr RSS Mobile Social Media Widgets YouTube Email
  • 40. Social Media
    • Scholastic Social Media
      • Corporate policy and rules of engagement
      • Social media presence (pages, events, applications)
      • How to get started in Social Media at Scholastic:
      • http://intranet.scholastic.com/scholasticspace
    • Advertising on Facebook
  • 41. Why Advertise on Facebook?
    • Take advantage of the engaging, viral and social environment
    • Create targeted audience campaigns
    • Access the fan base and allow fans to interact with your ad
    • Create a relationship with the user before she sees the ad
    • Flexible ad testing
    • Friendly ad design interface
    • Flexible bidding process
    • Real time reporting and optimization
  • 42. Advertising on Facebook New: Advertising on Facebook Group Initiative Coming Soon: Facebook Advertising Corporate Account Facebook Ad Products Sample Campaigns: 39 Clues and iPhone Apps
  • 43. Facebook Ad Products Homepage Ads Location: Facebook home page
    • Video Comment
    • Engagement Ad
    2. Event Engagement Ad 3. Fan Engagement Ad
    • Advantages:
    • the ads are above-the-fold and allow your brand to share and connect with users on the home page
    • event RSVPs, ad “Likes” and comments or any other ad interaction can generate social stories in Highlights and/or the Stream, thus increasing the popularity of your brand, event or page
  • 44. Facebook Ad Products Homepage Ads 4. Gift Engagement Ad 5. Poll Engagement Ad 6. Sampling Engagement Ad 7. Standard Ad
  • 45. Facebook Ad Products Rest of Site Ads Location: on pages across Facebook except the home page
    • Advantages:
    • allow users to engage with your ads without leaving the page they are viewing
    • allow users to connect to your Page or Event from the ad itself
    • Generate free distribution (viral effect) by automatically posting a story on the user’s profile page and on their friends’ homepage
    Page Ad Event Ad Standard Ad
  • 46. Facebook Campaign Booking Process
      • How to budget for Facebook campaigns
      • Lead Time
      • Targeting, Audience
      • CPC or CPM?
      • Define Success Metrics and Track Performance:
      • Impressions
    • Clicks
    • Avg CPC
    • Avg CPM
    • Daily spend
    • Revenue (from Omniture)
  • 47. Sample Facebook Campaigns Scholastic Trade: 39 Clues
  • 48. Sample Facebook Campaigns Scholastic Media: iPhone Apps
    • CASE STUDY/ iTUNES APPS LAUNCH
    • CPM based campaign in support of Scholastic Media’s iPhone App Launch
    • Ran initial campaign for 2 weeks in September 2009 with 2 different sets of creative, splitting impressions (80/20):
      • Apps from Scholastic (80%): Marketed suite of family-friendly apps to moms age 25+ in the US with keywords Scholastic, iPhone, Games, Apps and our brands.
      • Goosebumps (20%): Marketed Goosebumps App specifically targeting nostalgic Goosebumps fans on FB—male/female aged 13-29 in the US
    • Initial campaign so successful that we ran a second campaign in October
    • Generated a total of 50MM impressions
    • Drove 75% of visits to the Scholastic Media Apps Microsite
    • Bolstered our Apps into the Top 100 Kids Games (Clifford & I SPY were in Top 50)
  • 49.
    • Key Learnings:
    • Facebook is extremely efficient in targeting specific audiences
    • CPM based campaigns are good for generating exposure with your audience with frequency while still generating click-through results
    • Targeting Moms on Facebook was highly effective and resulted in spikes in app sales during course of campaign
    • Campaigns were easy to optimize at any given time.
    • Weekends are high-peak for the Facebook audience as users have more time to spend on the site.
    Sample Facebook Campaigns Scholastic Media: iPhone Apps
  • 50. FY11 Ad Budgeting Online Ad Planning - Complete FY11 Ad Request Form (include as much detail as possible) - Secure budget approval - Decide on ad types - Plan your offers - Draft creative brief - Begin design phase - Deliver creative/insertion order Need Help designing an ad? Call us and we can connect you with some designers who are versed in standard banners, rich media banners, peelbacks, video ads, etc (Good Atom, 70 Main, Fly, Maggie Goss, Lesley Marker)