Get It Our There! Media Planning & Buying for Nonprofits Big & Small - See3 Communications, NTC 2012


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Paid media advertising is a scary thing. It's a powerful tool for creating awareness, getting impressions, and driving actions. Most nonprofits just don't know where to get started. This "online advertising 101" session will give attendees a crash course in how to understand paid media, how to research online buys, and how to actually buy ads and execute campaigns. This session is relevant to communications professionals from every size organization, from those who just want to learn basic media math to those who want to take their ads to market next week using in-house staff. This session will cover online media fundamentals such as terminology and basic media math, the media research process and the best tools and tricks to creating an online media plan, the ad networks and ad distribution tools that every nonprofit should know how to use and how to use them, and how to measure the success of your campaigns and optimize performance. Attendees will leave with a working knowledge of how media planning and buying works and the skills to employ the most commonly used self-service ad planning and buying tools to get online media - from banner ads to rich media to videos - up and running in-house and inside a reasonable budget.

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Get It Our There! Media Planning & Buying for Nonprofits Big & Small - See3 Communications, NTC 2012

  1. 1. <Get It Out There><#12NTCAds>Nasser AsifSee3 Communications 1
  2. 2. About Me• Director of Marketing & Media at See3• Former media planner & buyer at Starcom Worldwide• Past clients include P&G, U.S. Cellular, AT&T and BMW• Sharing big agency insights with not-so-big nonprofits 2
  3. 3. See3 Communications• Full service online marketing agency for nonprofits & causes• New media to activate people and advance social causes• Not an ad agency – we use paid media for our clients’ campaigns only when it makes sense 3
  4. 4. See3 Core Services videoweb design + development online engagement 4
  5. 5. Chicago Team D.C. Team 5
  6. 6. Today’s Session• Online advertising – the essentials – Display media – Video media – Behavioral targeting/retargeting• What is it really good for (and/or not good for)• Key terms & useful jargon• The process• When to go DIY and when to hire a pro• Effectively work with media vendors 6
  7. 7. Have You Used Paid OnlineAdvertising for Your Org? ? 7
  8. 8. For Your Consideration:A Reductive Yet Accurate Meme 8
  9. 9. 9
  10. 10. Ad Vehicles• Display• Online Video• Retargeting & Behavioral Targeting E TE TA RG RE D 10
  11. 11. What NOT to Expect• High proportional engagement rates - the average click through rate for display ads is less than 1% – If 1% of 10,000 banner viewers ads click, then only 100 people visit your site – Only a small number of those will convert – Consider your cost per conversion• 100% reach against your target audience – Unless you’ve got enormous budgets, you won’t reach 100% of your target 11
  12. 12. What Can You Expect from Paid Media?• Brand lift – more awareness of your org, your issue and your campaign• Sophisticated, efficient targeting to specific consumer groups• Dialogue with consumers – your ads tell your story• Turn-key action at the top of the funnel 12
  13. 13. Marketing Funnel 13
  14. 14. The Post-Click Experience• Think of your ads as part of your storytelling – they grab attention, but they don’t tell the whole story• Think about the kind of experience your visitors need to have to make them act• Don’t just drop them on a donation form! 14
  15. 15. The Deployment Process 15
  16. 16. Creative• Your ads should be purpose-built• Don’t just repurpose offline creative – if it feels like a square peg, don’t do it• The medium is the message – don’t create until you know the types of destinations where your ads will appear 16
  17. 17. IAB Guidelines• Interactive Advertising Bureau• Clearinghouse for online display and video best practices• Covers everything from creative specs to file sizes to load times for flash ads• The bible of online advertising in the U.S. and beyond• 99% of publishers you’ll use are IAB compliant 17
  18. 18. Key Terms 18
  19. 19. Display • “Banner Ads” • Standardized sizes and specs • Centrally served to publishers • Static or Rich 19
  20. 20. DISPLAY ADS 20
  21. 21. Publisher • An individual website or small collection of websites • The content creator – you’ re buying their audience’ s attention 21
  22. 22. Ad Network• Connects advertisers with publisher sites• Aggregates ad space supply• Use centralized ad serving tools 22
  23. 23. Impressions• Impressions measure how many times a webpage or element on a webpage is viewed• Unduplicated impressions = unique visits to a page X 1,000 IMPRESSIONS• Most common standard unit of measurement – CPM = Cost per 1,000 Impressions 23
  24. 24. Reach • Reach is the number or percent of persons in your target group exposed at least once to advertising over a specific period of time. • Reach excludes duplication. 24
  25. 25. Frequency • Frequency is the number of times that the average viewer is exposed to the schedule among those persons reached in the specific period of time. • In English: the number of times each user gets the opportunity to see your ad 25
  26. 26. Share of Voice (SOV) • A brands percent of the total advertising weight in its product category. • Also, the percent of the total available advertising inventory within a particular web experience 26
  27. 27. Flight • An uninterrupted period of time when your ads are continually running • One campaign can include many flights • Periods between flights – when no ads are running – are “dark” 27
  28. 28. Wearout• The concept that given a certain amount of reach and frequency, your audience will become overexposed to your creative and the impact of your ads will “wear out” 28
  29. 29. Run of Site (ROS)• A media buy arrangement where an advertiser pays a flat rate for their ads to run anywhere on that site• Not guaranteed any premium placement, above the fold space or editorial adjacency• Generally a cost-effective way to achieve a high share of voice on a single site 29
  30. 30. Insertion Order (IO)• A contract for ad space placed by the advertiser and fulfilled by the publisher• Most often used when buying single sites or in pre-paying on ad networks• Generally should clearly define the agreed metrics and delivery 30
  31. 31. Makegood• Inventory given to an advertiser by a publisher to make up for under-delivery• The publisher does not meet the delivery level agreed upon in the insertion order, so they run more ads to “make it good” and fulfill the agreement 31
  32. 32. Cost Per…• Cost per thousand impressions = CPM• Cost per click = CPC• Cost per action = CPA• Cost per view (video) = CPV 32
  33. 33. Retargeting 33
  35. 35. Retargeting• Part of behavioral targeting – the fastest growing segment of online advertising• Lets you serve ads only to those who have visited your site – speaking only to those who are brand aware already• Lets you remarket your offer to those who clicked away – combating the leaky bucket 35
  36. 36. Retargeting: How It Works• Put a short line of code on target pages on your site that places a trackable cookie or pixel on your visitor’s browser• Retargeting vendor uses high-reach ad networks to serve ads only to those in your cookie/pixel pool• Bring them back to you 36
  37. 37. Why It’s Awesome• Efficient targeting based on actual behavior• Effective – click through is far higher on average• Allows you to customize your creative to the context of the user’s original visit• Overall ROI is better, even though retargeted clicks are more expensive 37
  38. 38. But, beware!• If retargeting ad campaigns are done sloppily, they will give your targets the impression that you are stalking them online and maybe turn them off forever 38
  39. 39. Retargeting Don’ts• Don’t over target – set a frequency cap• Beware the dreaded view-through – Never pay for view through conversions, it’s bogus and vendors will stalk your targets shamelessly• Don’t serve a “general” ad to those who you know already visited specific pages – don’t waste the opportunity to tell them something new! 39
  40. 40. Retargeting Do’s• Set your frequency (no stalkers!)• Segment your pixeled pages and customize ad creative accordingly• Give them a deeper experience back on your site – tell them something new and give them new options to support your mission 40
  41. 41. How Can We Use This?• Custom ads served only to those who saw a specific initiative – “Sonia is still malnourished and you can help today” – “We’re 95% to our fundraising goal for project X” 41
  42. 42. How Can We Use This?• Remarket to missed conversions – Target special creative only to those who didn’t convert or opt-in – Ultra custom ads that correspond to your giving catalogue 42
  43. 43. How Can We Use This• Give converted users something new to do – “You supported project X, now help us double down on our success with project Y” – “You signed our petition, now like us on Facebook” 43
  44. 44. Retargeting Vendors 44
  45. 45. Video Ads 45
  46. 46. Online Video• Video is premium content online – your org needs to be positioned around it• Increasingly within reach of nonprofits• Quality self-service tools are emerging 46
  47. 47. Video by the Numbers• 181 million U.S. Internet users watched nearly 40 billion videos of online video content in January.• 20% higher ad interaction rates for video ads compared to non-video rich media ads (DoubleClick)• Average total click-through rate is above 1% 47
  48. 48. Video Basics• Pre-roll, mid-roll and post-roll• Most commonly served across ad networks but single publishers are available• Interstitials or roadblocks inside of content are available, but pricey• CPM and CPV are most common pricing schemes 48
  49. 49. Online Video Ad Types• Pre-roll plays before content• “Polite pre-roll” allows users to choose the ad content they receive• In-unit video plays inside a display ad 49
  50. 50. Video Pre-Roll 50
  51. 51. Polite Pre-Roll 51
  52. 52. In-Unit Video 52
  53. 53. Video Do’s• Create video that is logical for the web – Create needs to grab the viewer within the first few seconds – Calls to action that make sense in an online video – Show your branding, logo etc. 53
  54. 54. Video Ad Vendors 54
  55. 55. YouTube TrueView• New video platform that integrates YouTube advertising with Google AdWords• Currently in beta• Incredible opportunity for NPOs to leverage the scale of Google/YouTube• Great niche targeting• Scalable costs• Pay as you go 55
  56. 56. 56
  57. 57. Key Metrics 57
  58. 58. Get Started 58
  59. 59. DIY vs. Agency Help 59
  60. 60. Working with Vendors• Set realistic goals for success and define them clearly at the start• Give them clear target profiles – Demographics – What are they like offline? – Brand comparisons• Give them example publishers to work from• Keep them in the loop on creative development• Keep them honest – pull reports early & often 60
  61. 61. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!  or Online at 61