Online Advertising Best Practices and Media Buying Strategies
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Online Advertising Best Practices and Media Buying Strategies
- 1. Online Advertising Best Practices December 2009
- 3. Hierarchy of Advertising Effects Brand Awareness Measures the level of familiarity respondents have with the brand (aided and unaided) Message Association Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand Brand Favorability Measures the extent to which respondents have a positive or favorable opinion of the brand How do you measure where consumers are in the continuum? First, consumers need to be aware of a brand Then they need to understand the value to them, or what the product is used for The consumer forms an opinion about the brand Finally, the consumer decides whether he or she is likely to purchase the brand 1. 2. 3. 4. Purchase Intent Measures the likelihood of respondents to purchase the brand in the future Source: Dynamic Logic Best Practices 2009
- 7. Effective Banner Ad Units Transitional Ads Teacher Channel
- 8. Effective Banner Ad Units Transitional Ads Parents Channel
- 9. Effective Banner Ad Units Transitional Ads Administrator Channel
- 13. Measuring results CTR by Industry Vertical for Static Ads Benchmark Data:
- 14. Measuring results CTR by Industry Vertical for Rich Media Ads Benchmark Data:
- 18. Measuring results Video CTR on Scholastic.com External Campaigns: Frosted Mini Wheats : 13.07% CTR (Parents) Internal Campaigns: Summer Reading Challenge: 3.05% (Stacks) 2.2% (Parents) 1.79% (Teacher) Printables 1.5% (Teacher) Peel-Back CTR on Scholastic.com Discover Card: 0.21%
- 26. Educator/Advertising Opportunities on Scholastic.com 120x90 160x600 300x250 728x90 728x90 120x240 160x600
- 27. Parents/Advertising Opportunities on Scholastic.com 728x90 728x90 728x90 120x90 160x600 180x150 300x250 300x250 300x250 728x90
- 28. Stacks/Advertising Opportunities on Scholastic.com 120x90 160x600 300x250 728x90 200x90 728x90
- 29. Advertising Opportunities in Newsletters 728x90 120x240 120x240 234x60 Sample Teacher Newsletter Sample Administrator Newsletter 728x90 Sample Parents Newsletter 120x240 120x240 234x60 88x31
- 39. US 2009 presidential elections Obama’s Multi-channel marketing Website Flickr RSS Mobile Social Media Widgets YouTube Email
- 42. Advertising on Facebook New: Advertising on Facebook Group Initiative Coming Soon: Facebook Advertising Corporate Account Facebook Ad Products Sample Campaigns: 39 Clues and iPhone Apps
- 44. Facebook Ad Products Homepage Ads 4. Gift Engagement Ad 5. Poll Engagement Ad 6. Sampling Engagement Ad 7. Standard Ad
- 47. Sample Facebook Campaigns Scholastic Trade: 39 Clues
- 50. FY11 Ad Budgeting Online Ad Planning - Complete FY11 Ad Request Form (include as much detail as possible) - Secure budget approval - Decide on ad types - Plan your offers - Draft creative brief - Begin design phase - Deliver creative/insertion order Need Help designing an ad? Call us and we can connect you with some designers who are versed in standard banners, rich media banners, peelbacks, video ads, etc (Good Atom, 70 Main, Fly, Maggie Goss, Lesley Marker)
Editor's Notes
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- When utilizing more than one brand, ensure each brand and its association to the other are clear and does not overshadow one another (co-branded SMP ads)