MindSHARE: Media Made Simple

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Here is Red Door’s Media Made Simple MindSHARE. This information comes from the minds of two of our Red Door Media experts. It is the product of intense research, field experience and considerable expertise. We are happy to share this with you—Red Door MindSHARE is a resource through which you can leverage our knowledge to learn about the latest trends in the digital realm.

By reading this, you will:
1. Learn how to put different media to work for your brand
2. Learn about growing media tactics such as: video, native ads, and programmic buying
3. Discover innovative techniques and ideas that you can use

View all of our MindSHAREs here: http://www.reddoor.biz/blogs/categories/mindshare

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MindSHARE: Media Made Simple

  1. 1. Exciting, useful content and more for innovators, like you. MINDSHARE RED DOOR MEDIAMADE SIMPLE
  2. 2. Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple MINDSHARE RED DOOR This information comes from the minds of two of our Red Door experts. It is the product of intense research, field experience and considerable expertise. We are happy to share this with you—Red Door MindSHARE is a resource through which you can leverage our knowledge to learn about the latest trends in the digital realm. By reading this, you will: • Learn how to put different media to work for your brand • Learn about growing media tactics such as: video, native ads, and programmic buying • Discover innovative techniques and ideas that you can use • Learn more about how Red Door can help you Enjoy our latest MindSHARE!
  3. 3. 3 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple TABLE OF CONTENTS About the Authors Digital Advertising Overview The Cross-Channel Impact of Display Advertising All About Programmatic Buying Native Advertising Overview The Value Of Video Streaming Questions & About Red Door Interactive .............................................................. 5 ....................... 9 ........................................................ 12 .............................................................. 15 ........................................ 26 [ ] ................................................................................. 4 .......................................................... 18
  4. 4. 4Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple ABOUT AUTHORS THE RENEE BROWN, Media Manager Renee is responsible for management, leadership, and evolution of media planning and buying at Red Door. She has expertise in all paid media including: print, television, radio, display, paid search, social media advertising, mobile, and video. She’s been with Red Door for more than four years and has previous work experience at other advertising agencies, equating to more than 10 years’ of media experience. She prides herself in achieving her clients’ goals and maintaining successful media campaigns. Renee has worked with clients such as Irvine Company Apartments, Garden Fresh Restaurant Corp., Qualcomm, Shea Homes, and Vistage International. Follow me on: ELYSE COHEN, Media Buyer Elyse is a member of the media team at Red Door. She is responsible for analysis, strategy, and execution of paid media campaigns, including print, television, radio, digital, paid search, social media advertising, mobile, and video. She helps our clients succeed with campaigns that are awareness or direct response focused. Elyse has worked with clients such as Bosch, Thermador, Irvine Company Apartments, Vistage International, RIA, and San Diego County Credit Union. Follow me on:
  5. 5. 5Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Digital Advertising Overview
  6. 6. 6 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Digital Advertising Overview As display advertising changes and improves every day, it is becoming more accessible to advertisers at a much lower cost and significantly greater reach than other marketing efforts. That said, display ads directly correlate with other online and offline marketing efforts, enhancing those existing campaigns and improving return on investment (ROI). These benefits are illustrated through display advertising’s ability to target granular audiences, boost search engine marketing, use of visuals, accurately track performance, and improve cost efficiencies. [ ] IMPROVE AUDIENCE TARGETING Display advertising offers dynamic targeting allowing advertisers to serve ads only to the people who are interested in them: • Behavioral /Interest: Allows advertisers to target users based on their online behaviors and interest categories (Example: Target users who are in-market buyers for a certain industry or product and are interested in high-end vacations) • Demographic: Allows advertisers to target users based on specific demographic information used first and third party data (Example: Target users based on age, gender, ethnicity, household income, job role, et al.) • Keyword: Allows advertisers to target users who are using specific keywords (Example: Target users who are performing searches using specific keywords like “home improvement” or “new homes”) • Contextual: Allows advertisers to target users who are visiting pages containing keywords and context designated by the advertiser (Example: Target users who are reading pages containing the words “home improvement” or “new homes”) • Whitelist: Allows advertisers to target a specific site list where users are most likely to convert (Example: Target users when they visit certain sites designated by the advertiser (Forbes.com, NewYorkTimes.com, YahooFinance.com)) • Look-A-Like: Allows advertisers to target users based on search patterns similar to existing prior converters (Example: Collect data through strategically placed site pixels to learn about the behavior of current site visitors and converters, and target other users with that same behavior who have not visited the advertiser’s landing page) • Retarget: Allows advertisers to target users who have already visited their site, but did not convert (Example: Serve an ad to someone who has visited the advertiser’s landing page and who is already interested in the brand, but has not complete any actions)
  7. 7. 7 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Digital Advertising Overview BOOST SEARCH ENGINE MARKETING Display advertising is able to directly improve existing search campaigns through keyword targeting and by increasing brand awareness: • Typically, display advertising reaches potential consumers before they actively search for the brand/product themselves since the reach is greater and the targeting is granular • After a user sees a display ad, they are more likely to convert through a search campaign • A 2010 study from comScore and ValueClick Media illustrate that highly targeted display ads can result in a 500%-1000% increase in the number of brand name searches that consumers conduct on search engines USE EYE-CATCHING VISUALS Unlike search ads, display ads enable advertisers to leverage the influence of powerful creative to gain the attention of online users: • Use dynamic, unique, and clever imagery to im- prove brand messaging and peak interests • Users are more likely to respond to a well-executed image over an article or text ad • Use consistent and clear images to depict your brand across all advertising efforts, traditional and online, to increase brand presence and campaign impact a product across the globe source: www.screenwerk.com
  8. 8. 8 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Digital Advertising Overview INCREASE PERFORMANCE TRACKING Display advertising allows advertisers to track the performance of highly targeted campaign efforts: • Similar to search campaigns, advertisers are able to measure performance and campaign progress for display • Clicks provide data metrics about that performance of the ad, which allows advertisers to optimize creative, messaging, and positioning to improve results COST EFFECTIVENESS As the possibilities of display advertising continue to grow, they also have become lower cost – especially compared to traditional advertising: • While cost efficiencies have been put in place for many display ad campaigns, they still maintain the same level of audience targeting, effectiveness, and quality • This gives advertisers a higher return on investment since the display ads are only shown to a qualified, interested audience that is likely to convert, rather than a massive, untargeted audience typically used for traditional advertising campaigns GETTING STARTED ON DISPLAY Whether your campaigns are currently outperforming, or could use a boost, including display advertising into the media mix will only improve current efforts and broaden your reach to a new, unique audience that is interested in your product or brand. There are a multitude of available options to choose from when getting started on a new display campaign—allowing for flexibility in timing and budget. source: www.arrowdesigns.com
  9. 9. 9 The Cross-Channel Impact Of Display Advertising Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple
  10. 10. 10 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Cross-Channel Impact Of Display Advertising[ ] The following is an overview of the benefits of utilizing both display advertising and paid search efforts, concurrently in any marketing plan. It is important to dedicate budget to paid search and organic search as they are often times the last channels a customer interacts with before taking a desired action. However, they have one big flaw: They are limited to only those customers who are searching your keywords on Google, Bing, and other ad networks. In the following studies you will find data that shows how display advertising is an effective marketing channel for messaging qualified customers who are not currently searching. Display ads are an effective and scalable vehicle for driving online and offline sales. Even when consumers are exposed to display ads, but don’t click, these ads still have a significant impact on both branded search (paid and organic), as well as direct (type-in) site visits. A 2010 study from comScore and Valueclick Media showed that highly targeted ad buys, such as retargeting or audience targeting, can result in a 500%-1,000% increase in the number of brand name searches that consumers conduct on search engines, for that advertised brand. That same study also showed that overall website visitations are lifted by at least 250% through the use of display advertising. Since branded searches and direct traffic are typically the top conversion sources for a brand’s website, driving incremental clicks from these sources can be a highly effective way to increase digital ROI, and many times is a direct result of display advertising.
  11. 11. 11 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Cross-Channel Impact Of Display Advertising Another great advantage to display advertising is that the inventory is virtually limitless in comparison to other digital channels. Search campaigns are limited by the number of people actively searching for your brand or other relevant keywords, but display campaigns are only limited to one thing: the size of your target audience online. Given that ad networks like Google Display Network, are able to reach upwards of 97% of the global Internet population, chances are that you can serve billions of impressions to consumers in your target market, and still have room to spend more. Although ad clicks and ecommerce conversions are highly valued, it is a mistake to focus all efforts solely on search channels and not utilize the opportunity that display advertising presents. Branded searches, in comparison, only scale when there is inventory available (i.e. people who are searching for terms containing your brand name). If your company’s offline or online advertising reach/ frequency increases, and users are exposed to those ads or other PR, then more budgets can certainly be allocated to branded paid search to close these conversions. Due to all these factors, there is a significant risk in reducing display advertising budget, or pulling back on those ads all together. While we believe that additional budget could be allocated to new search efforts where we see the highest conversion, RDI strongly recommends maintaining a significant spend in display advertising, as it introduces consumers to your brand, and influences their brand preference along the path to purchase. Furthermore, display advertising provides volume and scalability that other channels don’t have.
  12. 12. 12 All About Programmatic Buying Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple
  13. 13. 13 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple All About Programmatic Buying Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as: exchanges, trading desks, and demand-side platform (DSPs). This method replaces the traditional use of manual RFPs, negotiations, and insertion orders to purchase digital media. Programmatic buying allows you to bid on ad inventory (in real-time), to show one specific ad to one consumer, in one specific context. [ ] WHAT IS RTB? Programmatic buying allows you to bid on an individual ad impression, or real-time bidding (RTB). The entire process happens within milliseconds and is typically done within a demand source such as an: exchange, DSP, etc. RTB occurs through the following method: • RTB starts with a user clicking to a page on a publishers website and the opportunity to serve an ad is created • While the page is loading the publisher sends out a bid request for an ad to be served • The request includes information relating to the impressions (user IP, browser language, demographics, etc.) • Based on the attributes, the demand source calculates the value of the impression • Using internal algorithms the source decides how much to bid • A winner is announced and the ad is then displayed on the page WHAT IS A DSP? A Demand Side Platform (DSP) is the tool that allows advertisers to utilize programmatic buying. The DSP does the following: • Aggregates inventory from a variety of sites/ exchanges/networks (All placements are managed within one interface allowing for convenient optimizations and reporting) • DSP statisticians create a personalized algorithm based on targeting needs that is then used to optimize the campaign • Using the algorithm, the DSP does real time bidding (RTB) on each user based on how closely they “match” the ideal target prospect (It bids higher on users who will be influenced most by the ad) • Based on the campaign’s Key Performance Indicators, the DSP will optimize to improve performance and cost per action
  14. 14. 14 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple All About Programmic Buying WHAT’S THE VALUE OF PROGRAMMATIC BUYING? Each of the following is some of the benefits of utilizing Programmatic Buying: • Expands reach and cost savings: Purchase ad inventory across multiple sources. If two ad exchanges are selling the same inventory at a different cost, the DSP will allow you to purchase from the lowest cost exchange • Integration with retargeting: Utilize retargeting across multiple exchanges, expands the reach of your retargeting efforts. Utilize search, site, and Facebook exchange retargeting • Uses 1st and 3rd party data to reach the right user: First-party data can be obtained from a client’s internal marketing systems such as: website visits, website actions, email databases, loyalty programs, CRM systems, transaction systems, etc. Third-party data is pulled in from DMPs (data management platform) such as: BlueKai, Exelate, etc. The DMPs pull in attributes such as: psychographics, behavioral data, and demographics • DSP algorithm optimizes towards goals: Ability to set goal CPA and optimize towards any action/conversion, etc. • Low price and low entry cost: You can typically launch a campaign with a DSP for as low as $5K minimum budget. Set max CPM bid (typical max CPM bids are set around $4-$5). Actualized CPM typically ends up being below max bid ($1-$3) WHAT’S THE FUTURE OF PROGRAMMATIC BUYING? We are already seeing a steady increase of advertisers and marketers increasing their programmatic buying. Additionally programmatic buying is now moving into other channels such as video and mobile. Also, programmatic buying is developing to include premium ad inventory.
  15. 15. 15Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Native Advertising Overview
  16. 16. 16 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Native Advertising Overview Native ads are content-based ads that are integrated within the editorial feed on a webpage. These ads are gaining in popularity due to the brand lift seen when compared to traditional display ads. Native ads are a great way to increase engagement of your website or social pages. Media professionals are still determining what truly defines a “native” ad however initial performance suggests that these ads are highly engaging and consumed more when compared to display ads. [ ] WHAT ARE SOME TYPES OF NATIVE ADS? There are many different forms of native ads, as outlined below: • Tourist ads or “super” banners are large, multi-faceted ads containing valuable content to the reader (Typically these ads are seen on the right hand side within a webpage and contain social media features, polling, feeds, video, etc.) • Resident ads look like part of the sites core content whereas users might not realize it’s an advertisement (These ads are typically seen towards the bottom of a webpage look like content links/sponsored links) • Social media ads are the sponsored ads seen within social media feeds such as: Facebook, Twitter, LinkedIn, YouTube, Yahoo, Pinterest, Instagram, etc. (These ads are typically any type of sponsored content like: promoted posts, images, videos) • Branded sponsored ads can be fully integrated into a webpage (These ads are typically seen within specific articles on a site and is fully integrated with the article and include brand imagery and messaging) source: www.blog.flite.com
  17. 17. 17 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple Native Advertising Overview WHAT ARE THE BENEFITS OF NATIVE ADS? Native ads have many benefits and are typically low in cost: • Integrate high-quality content into the organic experience of a given platform • As a form of content, native ads do not interrupt flow and are equal with user interaction • Promote one piece of content, video, imagery or anything your consumers will find value in (Do not require creating multiple display ads in multiple sizes) • As click-through rate continues to decline for display ads, engagement rates of native ads are rising (Consumers typically viewed native ads 52% more frequently than display ads) • Low cost entry and low price. Typically native ads have no minimum budget requirements. (Pricing for native ads are extremely low and typically purchased on a CPM (impression), CPC (click), CPV (video view), CPE (engagement)) • Native ads show higher brand lift and purchase intent. (Typically native ads registered 9% higher lift for brand affinity and 18% higher lift for purchase intent than traditional display ads) WHAT ARE THE CHALLENGES? Since native ads are still not clearly defined there are some challenges with these types of ads: • No set standards or performance benchmarks for most of these types of ads. (Each native ad type may be measured differently, for example: video views, shares, comments, likes, etc.) • Native ads need to maintain user trust. (Maintain trust with your user by creating content that adds value instead of disguising or repurposing ads.) NEXT STEPS… If you have great content, imagery, or videos that you want to promote through either your social media pages or elsewhere, native ads are the perfect opportunity.
  18. 18. 18 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple 18Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value Of Video Streaming
  19. 19. 19 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value Of Video Streaming The following is an overview of the advertising opportunities available through digital streaming devices. As consumer behavior begins to shift from traditional television viewing to streaming on devices (mobile, tablets, gaming devices, connected TV’s, etc.), new advertising opportunities are being introduced into the marketplace. When looking forward and planning new media buys, it is important to consider these opportunities as viewership continues to increase year over year. As online digital behavior is shifting toward streaming devices, online video ad spend is increasing as well. Based on an eMarketer case study and as illustrated below, online video ad spend is projected to double by 2013. With this increase in ad spend, we see a rise in improved streaming capabilities available through various platforms that offer ad-supported streaming video of TV shows and movies from various networks, such as Hulu, Amazon Prime, Apple TV, Roku, gaming consoles, interactive televisions, and YouTube. Of these top platforms, Hulu is the only channel that is ad-supported. The Amazon Prime app does not support in-app advertisements, and the others are streaming players that support in- app advertising only. [ ] HULU Hulu is an online video service that offers a selection of hit shows, clips, movies, and other content at Hulu.com, online destination sites, and through Hulu Plus, the ad-supported subscription service. Hulu’s premium programming is provided by 500 content companies, including FOX, NBCUniversal, ABC, The CW, Univision, Criterion, A&E Networks, BBC, Lionsgate, Endemol, MGM, MTV Networks, Comedy Central, Nickelodeon, National Geographic, Paramount, Sony Pictures, Warner Bros. and more. Through these partnerships, Hulu users can watch primetime TV shows (full episodes and clips), Hulu original video content productions, movies, and documentaries. In comparison with other ad-supported publishers, Hulu sees the highest amount of viewer engagement according to comScore. source: www.digitaltrends.com
  20. 20. 20 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value of Video Streaming HULU AD PLATFORM DIFFERENTIATORS • Aggregation of premium content • Reach/scale • Seamless & integrated advertising experience • Effective targeting capabilities • Various ad format availability • Ability to bill on a 100% video completion only AVAILABLE HULU AD TYPES • Video: content commercial (:07 - :30 seconds) • Ad Skin (with Video): brands the area around the player for maximum affinity, plays in standard view, in conjunction with the video ad • Slate: a custom-branded title card that appears before the advertiser’s video creative in the first position before the beginning of the show, the brand logo is shown on a :05 - :07 second animated screen with standard “presented by” into text and Hulu provided voiceover audio • Social Connect: includes the option to add social interactivity to the Standard Video Ad – between two and three icons can accompany the Video Ad to enhance the ad experience, any icons can be used as long as there is a destination URL • Ad Tailor: customized survey ad unit used to gain insight on target users • Ad Relevancy: allows the user to choose the relevancy of the ad they are being displayed, if the ad is not relevant to the user a new ad will be played in its place • Ad Selector: allows the user to control their entire ad experience during video playback by choosing the ad they want to see, once a selection has been made the user will be presented with a video ad in the category of their choice • Branded Entertainment Selector: allows the user to control their ad experience during video playback by choosing whether to watch a long-form commercial, or to view the show with standard commercial breaks • Page/Masthead Brand Placement: ability to integrate branding with one of Hulu’s homepage mastheads, or genre / channel pages • Custom Interstitial: dynamic Flash-based unit created from source assets and creative direction
  21. 21. 21 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value of Video Streaming HULU TARGETING • Demographic – age / gender / HHI (Household Income) • Device – mobile / tablet / TV/ desktop • Geo – zipcode/ city / DMA • Genre – love / comedy, etc. • Behavioral – third-party data partners HULU PLUS DEVICES All Hulu.com (free service) content is available on desktop computers; however certain content and productions are only available on other devices through Hulu’s paid service, Hulu Plus. Hulu Plus can be streamed on over 350 million devices and is typically already programmed into the streaming devices—the most frequently used devices are listed below. • Connected TV’s (Samsung, Vizo, Sony Bravia) • Blu-Ray Players (Toshiba, Dynex, Panasonic, LG, Sony, Denon) • Set Top Streaming Players (Roku, Apple TV, TiVo) • Consoles (Ninetendo Wii, Xbox, Playstation) • Mobile/Tablets (iPhone, iPad, Android Phones/ tablets, Amazon Kindle fire) APPLETV RECIEVER, ROKU, GAMING DEVICES AND INTERACTIVE TVS AppleTV, Roku, gaming devices and interactive televisions are streaming players that provide non-cable video entertainment through various applications programmed on each device. Some examples of these applications are Hulu Plus, Netflix, Amazon Instant Video (the video channel of Amazon Prime), HBO GO, Angry Birds, Pandora, WatchESPN, FOX NOW, Entertainment Tonight, PBS, and other applications that have partnered to allow users to view this content on streaming devices. Some of these applications are free to the user, others require users to log in with their television provider (DirecTV, Charter, COX, AT&T U-Verse, Verizon FiOS, et al.), and some require yearly subscriptions and do not support in-app advertising (Netflix and Amazon). Hulu Plus also requires a paid subscription, but allows in- app advertising. Some television networks (ex. HBO, CNBC) are considering offering network subscriptions without a television provider, however at this time network subscriptions have not been fully implemented or executed.
  22. 22. 22 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value of Video Streaming Streaming players are a one-time purchase to the consumer, so application partners offer services based on the ability to continue serving video ads, similar to television commercials, within its content. In order to advertise on these streaming devices, advertisers must work directly with the application owner or a third-party to buy ad space. For example, in order to have an ad appear in the WatchESPN application on a streaming device, a direct buy though the ESPN network is required or partnering with a third-party video network (dedicated to in-app advertising). AVAILABLE AD TYPES (WatchESPN) • Mid-Roll: :15 - :30 second video ad plays during a live event commercial break in the WatchESPN online player • Mid-Roll + 300x250: :15 - :30 second video ad plays during a live event commercial break in the WatchESPN online player and a 300x250 ad unit appears in the bottom right corner of the player while the mid-roll ad is running • Absolute A: features Half-Page and Banner ad units accompanied by a Mid-Roll video that run in a commercial break during live streaming events within the WatchESPN online player • L-Treatment: consists of Half-page and banner ad units that appear in the Absolute A around the video player when the contest is first being loaded • Pause Ad: ad unit appears when a user pauses streaming content – the video steam shrinks into the upper right portion of the WatchESPN player space while the remaining area is replaced by a sponsorship ad • Slide-In: a banner ad that periodically slides in from the bottom of the video player space during live streaming events source: www.mactrast.com
  23. 23. 23 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value of Video Streaming • Footer: a banner that appears outside the player space in the bottom of the right-hand column of the WatchESPN player window during a streaming event STREAMING VIDEO NETWORKS In order to cover many in-app advertising opportunities you can use a third-party vendor such as AdRise, YuMe, or BrightCove. These network focus specifically on advertising within applications on streaming devices (connected TV’s, gaming consoles, tablets, etc.). YOUTUBE YouTube offers another option in terms of video advertising. The YouTube network is also found as an application on most video streaming devices. The benefits of using a network is that you can cover more applications and also include targeting so you reach your ideal consumer. You can target by specific devices, time of day, geographics, demographics, and content. These networks can also create customized ads that integrate fully within the apps such as In-Stream overlays, Branded Canvas, Premium Channel Sponsorships, etc. They can even build a branded channel for you that would then be available in streaming devices like Roku, etc. YOUTUBE ADVERTISING DIFFERENTIATORS • Promote video ads on the Google Display and YouTube networks. Ads will run within YouTube search results as well as on websites across the Google Display and YouTube networks on the internet or streamed on devices. • Video ads include promotional text such as headlines and descriptorssource: www.webqem.com source: nonoumasy.files.wordpress.com
  24. 24. 24 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value of Video Streaming • There are no minimum budget requirements within the Google Display Network. Pricing is based on cost per view (CPV), set at the targeting levels. CPV varies depending on targeting • Ads can be targeted by keywords, placements, topics, and used for remarketing • Keyword Targeting: Specific words or phrases chosen to match ads with associated search terms and relevant web content on GDN (i.e. when a user searches a specific keyword, a related ad will appear) • Placement Targeting: Locations on GDN where ads can appear (i.e. websites, applications, specific site placements, or individual ad units) • Topic Targeting: Allows ads to show on multiple pages about a specific topic at once topics allow for broader targeting as opposed to choosing specific keywords (if a user is searching within a certain vertical of topics, ads that were categorized under that topic will appear) AVAILABLE AD TYPES: In-Stream • Video teasers played before, in the middle of, or after short- or long- form videos • After five seconds, the user has an option to skip the ad • Option to add 300 x 60 or 300x250 companion banner within YouTube that appears in the upper right corner of the page while the ad is playing • Pay only when people watch your video for at least 30 seconds • Best used for increasing awareness, YouTube engagement, and/or increasing traffic to your website source: www.youtube.com
  25. 25. 25 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple The Value of Video Streaming In-Search • Promote a video alongside search results • Video ads appear next to contextually relevant search results • Pay only when people watch your video, not when people see the ad • Best used for direct response since the user is actively searching for videos related to your products and/or brand In-Display • Promote a video next to other relevant videos • Video ads run alongside other YouTube videos that match your target audience • Pay only when people watch your video, not when people see the ad • Best used with engaging users that want to click and watch, typically drives higher quality views (viewers must select your ad to watch) RDI RECOMMENDATION RDI recommends utilizing digital streaming platforms as consumer behavior shifts toward the usage of streaming devices. Year after year, Hulu and other streaming platform subscribers continue to increase – opening up new ad opportunities to capture engaged users through digital video content. source: www.youtube.com source: www.youtube.com
  26. 26. 26 MINDSHARE RED DOOR Red Door MindSHARE: Exciting, useful content and more for innovators, like you | Media Made Simple LET’S CONNECT: --------------------- Our media experts have helped clients reach and exceed their goals. They live and breathe media and can help you with any additional questions you may have on the information in this MindSHARE. Please email Renee Brown, Red Door Interactive’s Media Manager: rbrown@reddoor.biz We handle a range of services—strategy, SEO, business management, analytics, optimization, creative, user experience and so much more—via expert teams that work in tandem. Click here to contact us, or visit our website to learn more about what we can do for you. QUESTIONS ON THE INFORMATION IN THIS MINDSHARE? GENERAL MARKETING QUESTIONS? -------- -----------

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