Internet Ad Planning


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Digital World Expo v201.1 Presentation by Erin Levzow and Lauren Freiman.

Published in: Education, Business, Technology
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Internet Ad Planning

  1. 1. Internet Advertising Overview
  2. 2. Definitions <ul><li>Impressions </li></ul><ul><li>Number of Ads Served </li></ul><ul><li>Click through Rate </li></ul><ul><li>Clicks as a percentage of impressions </li></ul><ul><li>CTR= Clicks/Impressions </li></ul><ul><li>Example: My ad was served on a website 1,000,000 times and I got 500 clicks. CTR = 500/1,000,000 = 0.05% </li></ul>
  3. 3. Definitions <ul><li>Conversions </li></ul><ul><li>Final action (bookings, sales, leads) </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Conversions as a percentage of clicks </li></ul><ul><li>Conversion rate = Conversions/Clicks </li></ul><ul><li>Example: My ad received 500 clicks and I got 50 conversions. Conversion Rate = 50/500 = 10%. </li></ul>
  4. 4. Pricing Models <ul><li>CPM </li></ul><ul><li>Cost per Thousand Impressions </li></ul><ul><li>CPM = (Cost*1000)/Impressions </li></ul><ul><li>CPC </li></ul><ul><li>Cost per Click </li></ul><ul><li>CPC = Cost/Clicks </li></ul><ul><li>CPA </li></ul><ul><li>Cost per Action </li></ul><ul><li>CPA = Cost/Actions </li></ul>
  5. 5. Branding vs. Direct Response <ul><li>Consumer Purchase Funnel </li></ul><ul><li>Journey the Consumer Goes on In the Purchase of An Item </li></ul><ul><li>TV, Radio, Print, Outdoor, </li></ul><ul><li>Social Media, Display </li></ul><ul><li>Online Video, Mobile, Contextual Ads </li></ul><ul><li>Display Endemic Ads and Behavioral Targeting </li></ul><ul><li>Email Marketing, Display Retargeting, Social Media </li></ul><ul><li>Search </li></ul>
  6. 6. Search Search Engine Marketing Search Engine Optimization
  7. 7. Display Sizes 1. Call to Action 2. Click Through 3. Animation Rectangle: 300 x 250 Wide skyscraper: 160 x 600 Skyscraper: 120 x 600 Leaderboard: 728 x 90 Small Rectangle: 180 x 150 Mega Wide Skyscraper: 300 x 600 Half Page: 600 x 400
  8. 8. Display Ads: Contextual
  9. 9. Display Ads: Contextual/ Endemic
  10. 10. TARGETING TECHNOLOGY PLATFORM Display Ads: Behavioral Networks Advertisers DEMOGRAPHIC BEHAVIORAL CONTEXTUAL GEOGRAPHIC RETARGETING Age Gender Ethnicity Household Income Household Type Education Automotive Consumer Electronics CPG Dining Retail Real Estate Travel Lifestyle Cat: Home Improvement Sub: Shutters and Blinds Country: USA State: California DMA: LA City: Tarzana Zip: 91356 Retarget past visitors to advertiser’s website Retarget users who have seen an advertiser’s ad on an in-market website
  11. 11. Online Video PRE-ROLL VIDEO Marketer’s :15 and :30 videos will run before selected publisher content. Native video players are clickable to designated URLs COMPANION BANNER All banners are clickable to designated URLs Click below to see a live demo of Specific Media’s Pre-Roll:
  12. 12. Mobile: App vs. WAP
  13. 13. Social Media: Facebook Ex: Like Ad Ex: Polling Ad Ex: Sponsored Story - Like
  14. 14. Social Media: Twitter
  15. 15. Getting Started <ul><li>What are your goals? </li></ul><ul><li>Who do you want to reach? </li></ul><ul><li>What are you willing to invest? </li></ul><ul><li>Next Steps: </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Display, Mobile, and Video </li></ul><ul><li>Social Media </li></ul>
  16. 16. Lauren Freiman 702.716.1314 [email_address] Erin Levzow 702.202.7577 [email_address] Questions?