Introduction to Selling Interactive Advertising
Advice for traditional sales people
John Buckley, July 2013
Thinking – where do I start?
by MediaCom,
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Presentation Title
Here
Well I’ve spent time in the
media sales trenches
by MediaCom,
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Presentation Title
Here
Before moving over to
agency land
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Presentation Title
Here
Where publishers work hard
to attract our attention
by MediaCom,
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Presentation Title
Here
So I have tips on how to
stand out from the crowd
We’ll look at four key areas
Technicalities Accountability
RelationshipsChannel Choices
Technicalities
Digital is technical:
Some technical knowledge required. A moderate amount is great. Too much is too
much.
...
If you are transferring over from other media,
don’t worry. All of this can be learned with
application.
Accountability
Digital is different. It has a higher analytical
expectation. Based around clicks, time spent,
engagement.
Examples
How do we carry out our channel selection?
It is a complex market with many buying
points
So we start with a robust process
Digital Media Options – when might you use them
Video Advertising
Television adverts delivered via the web. Delivered to s...
Planning is a science and an art
 Audience Review:
 Who are they?
 How do they live?
 How do they consume media?
 Wha...
Despite the technology, relationships matter
Human to human relationships are invaluable
Small successful steps, built up ...
Summary – What are some of
the key differences?
Technology is tied to digital – skill up but remain human.
Accountability ...
To end, here are my final tips…
by MediaCom,
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Presentation Title
Here
Don’t be afraid to fake it ‘til
you make it…
by MediaCom,
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Presentation Title
Here
Don’t be surprised if your new product
isn’t a hit straight away…
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Presentation Title
Here
Dealing with some agencies can be
frustrating…
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Presentation Title
Here
But follow my tips and we’ll all end up
as happy as…
Created by John Buckley
Twitter: @bucklesnz
July 2013
Editorial images courtesy of the Guardian Eyewitness News App.
https...
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Advice for selling online advertising

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Digital media continues to grow at an amazing pace. This presentation gives traditional sales people an understanding of the basic differences (and similarities) between the disciplines.

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    1. 1. Introduction to Selling Interactive Advertising Advice for traditional sales people John Buckley, July 2013
    2. 2. Thinking – where do I start?
    3. 3. by MediaCom, 00.00.0000 Presentation Title Here Well I’ve spent time in the media sales trenches
    4. 4. by MediaCom, 00.00.0000 Presentation Title Here Before moving over to agency land
    5. 5. by MediaCom, 00.00.0000 Presentation Title Here Where publishers work hard to attract our attention
    6. 6. by MediaCom, 00.00.0000 Presentation Title Here So I have tips on how to stand out from the crowd
    7. 7. We’ll look at four key areas Technicalities Accountability RelationshipsChannel Choices
    8. 8. Technicalities Digital is technical: Some technical knowledge required. A moderate amount is great. Too much is too much. Jargon: There’s a lot of it – read up and learn. The IAB is a great place to start. http://www.iab.org.nz/resources/glossary/
    9. 9. If you are transferring over from other media, don’t worry. All of this can be learned with application.
    10. 10. Accountability
    11. 11. Digital is different. It has a higher analytical expectation. Based around clicks, time spent, engagement.
    12. 12. Examples
    13. 13. How do we carry out our channel selection?
    14. 14. It is a complex market with many buying points
    15. 15. So we start with a robust process
    16. 16. Digital Media Options – when might you use them Video Advertising Television adverts delivered via the web. Delivered to standard spaces on websites by rich media servers. 15”, 30” or 60” available. BrandDirectResponse 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 Search Advertising 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. Social Media 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.
    17. 17. Planning is a science and an art  Audience Review:  Who are they?  How do they live?  How do they consume media?  What does this reveal?  Site selection  Format selection  Innovation!  think different This info can come from the client’s side and/or different media tools:  Comscore  Nielsen  Google  IAB research  Publishers figures and info Depending on:  Audience(s)  Product  Objective(s)  Overall timing
    18. 18. 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 solution. 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. Successful Characteristics… Being helpful. Being consistent. Understand our workings. Understanding the client’s business.
    19. 19. 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.
    20. 20. To end, here are my final tips…
    21. 21. by MediaCom, 00.00.0000 Presentation Title Here Don’t be afraid to fake it ‘til you make it…
    22. 22. by MediaCom, 00.00.0000 Presentation Title Here Don’t be surprised if your new product isn’t a hit straight away…
    23. 23. by MediaCom, 00.00.0000 Presentation Title Here Dealing with some agencies can be frustrating…
    24. 24. by MediaCom, 00.00.0000 Presentation Title Here But follow my tips and we’ll all end up as happy as…
    25. 25. Created by John Buckley Twitter: @bucklesnz July 2013 Editorial images courtesy of the Guardian Eyewitness News App. https://itunes.apple.com/us/app/the-guardian-eyewitness/id363993651?mt=8 I

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