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TMK.edu Site Direct + Content

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Presented by Ashley Sobel: July 7, 2017

Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.

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TMK.edu Site Direct + Content

  1. 1. TMKU: Site Direct + Content
  2. 2. What we will cover today SITE DIRECT What is site direct? Why is it important? What is TMK’s approach to site direct? CONTENT What is content? Why is it important and why is it growing? How do you create an effective content program?
  3. 3. Site Direct
  4. 4. 4 First, let’s look at the digital landscape
  5. 5. Digital ad spending surpassed TV in 2016, one year earlier than expected 5 Source: eMarketer US Ad Spending, 2016
  6. 6. But digital represents lots of different tactics 6 Source: eMarketer US Ad Spending, 2016
  7. 7. And the majority of that digital spend is being transacted programmatically 7 Source: eMarketer US Ad Spending, 2016 ; eMarketer Programmatic Ad Spending Forecast, 2017 73% programmatic share of US display ad budgets in 2016 82% programmatic share of US digital video ad spending by 2018 80% mobile share of US digital video ad spending in 2017
  8. 8. So then why are we here? 8 Source: eMarketer US Ad Spending, 2016 ; eMarketer Programmatic Ad Spending Forecast, 2017 20+% of display media is not transacted programmatically
  9. 9. 9 So what is site direct?
  10. 10. Site direct is 10 a method of buying digital media inventory straight from a publisher whose advantages include….
  11. 11. Access to a sites full inventory 11 Choosing the exact combination of specific placements
  12. 12. Premium inventory + placements 12 Working with a publisher for their most premium inventory, which typically is not opened up to exchanges
  13. 13. Share of voice 13 Owning a percentage of all ad inventory on a certain page, section or site
  14. 14. Custom integrations 14 Working with a publisher to integrate your client into the fabric of the site
  15. 15. Access to publisher only resources 15 First access to new inventory, sections or opportunities Access to custom publisher research, tools, data, events, etc. Cross-platform integration Added value
  16. 16. Creative flexibility 16
  17. 17. How TMK does site direct • We believe in quality over quantity • We recommend only going several publishers deep with Site Direct to maximize the benefits of the channel • Leverage site direct for what it is best for, reaching a high composition of a specific target
  18. 18. How to buy site direct 18 Flat rate sponsorship A fixed cost over a specific time period for impressions served or a certain SOV CPM Cost per thousand impressions CPE Cost per engagement CPL Cost per lead CPA Cost per action, acquisition, anything! CPC Cost per click
  19. 19. Once you buy it, make sure its actually serving 19 QA, QA, QA! And then check again one more time. And then again in a week. And then again a week after that.
  20. 20. 21 One of the biggest challenges with content is defining it
  21. 21. 22 The IAB defines content as 6 categories In Feed Promoted Listing Paid Search In-Ad Recommendation Widget Custom
  22. 22. 23 In reality, content is everything from a social post to a custom content program
  23. 23. 24 Why has content become more important and why does everyone want in?
  24. 24. Ad blocking will force brands + publishers to focus on creative and content Globally, users who block ads grew by 30% (142MM) in 2016, representing 11% of the global internet population. 25 Source: eMarketer “Ad Blocking in the US” Report, PageFair 2017 Adblock 3 in 10 US internet users are expected to be using ad blockers by the end of 2018 The release of iOS9 brought ad blocking to mobile for the first time. Ad blocking apps flew to the top of the charts in the iTunes store.
  25. 25. Brands are already stating they will use content as a way to combat this trend 26
  26. 26. In Q1 2016, $0.85 of every new ad dollar is going to Google + Facebook 27
  27. 27. And that spend is indicative of how users are discovering content 28
  28. 28. By 2021, native (aka content) and social will make up 70+% of digital budgets 29
  29. 29. 30 Creating and distributing content
  30. 30. As you get started, there are a couple of key questions you need to ask yourself • Who are you trying to reach? • Why is this the content/topic of value? • What will you create? • What is your budget? • Where will your audience discover the content? • How will you measure?
  31. 31. Let’s start with the who What do they care about? Business, Kids, Dogs, Environment, Technology Again, you can leverage MRI to understand your audiences values Additionally, you can leverage tools like Iconoculture and Forrester to understand trends in a particular space 32 Who do you want to reach with your content? Small Business Owners, Moms, Teenagers, Tech Enthusiasts, Investors Leverage comScore and MRI to look for where these audiences are What are they hearing from competitive brands? Google it! Ask publishers for examples and leverage BrandTale
  32. 32. 33 Why is this content valuable to your audience Inform Educate Entertain
  33. 33. 34 What it won’t do, at least not very efficiently
  34. 34. If you know who you want to reach, how do you choose a partner Do they reach your target? You need to show that through their site and distribution they reach your audience. A small site isn’t a bad thing, but you need to make sure you have a distribution plan to support it. 35 Have they done content before? What type of content have they done before - video, posts, syndication? Who have they worked with? Ask for relevant examples and case studies. What is their team structure? Do they have a distribution plan? Is it all banners? Do they have native plans? Do they use their social handles (and have they in the past)? Do they have measurement benchmarks? If they don’t… consider walking away. Benchmark against other content in your category and editorial, if possible
  35. 35. 36 You know who you want to talk to and who you might want to work with, but how do you know what to ask for? There are lots of different types of content (and not all publishers do all of them).
  36. 36. Custom content: content created from scratch Goes by many names: Native Content, Sponsor Content, Branded post Comes in many formats: Video, Article, Infographic 37
  37. 37. Curated hubs + series: these often leverage elements from the publisher and the brand 38
  38. 38. Content syndication: taking brand assets and publishing to partner sites 39
  39. 39. Sponsorships: essentially just adding your logo to a relevant topic 40
  40. 40. When you brief in your partners its always better to be as explicit as possible 41 What type of content do you want to do? Do you have assets? Do you want a say in what’s created? Share relevant links to brand content/assets. What’s your budget? Often with content, we ask publishers to tell us - and that doesn’t really work. With minimums, be up front with publishers about the level you are looking to spend. Ask for production dollars to be separated from the media dollars. What’s your time frame? How long and when do you want to be in market? How much time do you need to account for client/legal review? Ultimately, what are you trying to change or communicate? If they don’t… consider walking away. Benchmark against other content in your category and editorial, if possible
  41. 41. 42 You have the content, now let’s it out there!
  42. 42. Types of distribution: partner channels 43
  43. 43. Types of distribution: mobile 44
  44. 44. Types of distribution: in-feed 45
  45. 45. Types of distribution: social 46
  46. 46. Types of distribution: recommendation widgets 47
  47. 47. 48 Finally, measure it
  48. 48. Measuring success 49 Audience: Are we reaching our target? Ask to set up an insight pixel for proprietary audience data Engagement: Is our target engaging with our content? Ask to place a Sizmek pixel to map to current metrics Implement Nudge to measure off-site engagement Ask for partner website data (ew: Omniture, WebTrends, Google Analytics) Ask for relevant benchmarks for comparison - content is not standard Ask for social metrics (including social reach) Establish what engagement means from the beginning Impact: Are we positively moving the needle/changing perception? Look to execute a brand survey to measure relevant brand attributes
  49. 49. Thank you!

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