Well I’ve spent time in the
media sales trenches
Before moving over to
Where publishers work hard
to attract our attention
So I have tips on how to
stand out from the crowd
We’ll look at four key areas
Digital is technical:
Some technical knowledge required. A moderate amount is great. Too much is too
There’s a lot of it – read up and learn. The IAB is a great place to start.
If you are transferring over from other media,
don’t worry. All of this can be learned with
Digital Media Options – when might you use them
Television adverts delivered via the web. Delivered to standard spaces on websites by rich media servers.
15”, 30” or 60” available.
Content integration and sponsorships
Used when there is a synergy between your content and the publishers offering. Usually longer term
arrangements and measured on brand targets not direct response.
Rich Media Advertising
Internet ads that can animate, expand, allow space to capture details etc. Higher levels of user interaction
occur. Permission based ads the norm rather than intrusive ads.
Banner and Text Link Advertising
Standard banner adverts can be bought on a per site basis or on performance networks where you may pay
per click rather than per thousand ad impressions.
E-mail and Mobile Marketing
Reach consumers directly at their inbox or mobile phone. You can place banner ads in e-mails or send targeted
offers to mailing lists. Mobile marketing can take the form of targeted sms or ads on mobile sites
Also known as SEM, Google AdWords. Similar to directories advertising, reach people as they search for
product information. Highly targeted, pay only when ad is clicked, no minimum spend.
Used to engage and create discourse directly with “Brand Fans”. Social advertising platforms are developing and
beginning to match Google Adwords for cost efficiency. Promotional campaigns carry strict conditions.
Planning is a science and an art
Who are they?
How do they live?
How do they consume media?
What does this reveal?
This info can come from the client’s
side and/or different media tools:
Publishers figures and info
Despite the technology, relationships matter
Human to human relationships are invaluable
Small successful steps, built up over time.
Proactive ideas are very welcome
Their chances of success are in directly in proportion to their proximity to a brief or a real client business
Tell us what we don’t know
Those tangible insights into how your visitors use the site. Beyond the stats we can already access. Editorial
insights. Good stories. Upcoming innovations.
Being helpful. Being consistent. Understand our workings. Understanding the client’s business.
Summary – What are some of
the key differences?
Technology is tied to digital – skill up but remain human.
Accountability is key – the digital mantra is “let the data decide”. Often
previous history will influence future buying decisions (it’s not personal).
There are a lot of channels – decent planners will draw from a multitude
of sources to craft a plan. This is where your skills will have an impact.
Relationships – build trust with buyers, helping a little and often builds
trust and prepares the ground for the big battles.