Digital media continues to grow at an amazing pace. This presentation gives traditional sales people an understanding of the basic differences (and similarities) between the disciplines.

1. Introduction to Selling Interactive Advertising
Advice for traditional sales people
John Buckley, July 2013

2. Thinking – where do I start?

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Well I’ve spent time in the
media sales trenches

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Before moving over to
agency land

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Where publishers work hard
to attract our attention

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So I have tips on how to
stand out from the crowd

7. We’ll look at four key areas
Technicalities Accountability
RelationshipsChannel Choices

8. Technicalities
Digital is technical:
Some technical knowledge required. A moderate amount is great. Too much is too
much.
Jargon:
There’s a lot of it – read up and learn. The IAB is a great place to start.
http://www.iab.org.nz/resources/glossary/

9. If you are transferring over from other media,
don’t worry. All of this can be learned with
application.

10. Accountability

11. Digital is different. It has a higher analytical
expectation. Based around clicks, time spent,
engagement.

12. Examples

13. How do we carry out our channel selection?

14. It is a complex market with many buying
points

15. So we start with a robust process

16. Digital Media Options – when might you use them
Video Advertising
Television adverts delivered via the web. Delivered to standard spaces on websites by rich media servers.
15”, 30” or 60” available.
BrandDirectResponse
Content integration and sponsorships
Used when there is a synergy between your content and the publishers offering. Usually longer term
arrangements and measured on brand targets not direct response.
Rich Media Advertising
Internet ads that can animate, expand, allow space to capture details etc. Higher levels of user interaction
occur. Permission based ads the norm rather than intrusive ads.
Banner and Text Link Advertising
Standard banner adverts can be bought on a per site basis or on performance networks where you may pay
per click rather than per thousand ad impressions.
E-mail and Mobile Marketing
Reach consumers directly at their inbox or mobile phone. You can place banner ads in e-mails or send targeted
offers to mailing lists. Mobile marketing can take the form of targeted sms or ads on mobile sites
Search Advertising
Also known as SEM, Google AdWords. Similar to directories advertising, reach people as they search for
product information. Highly targeted, pay only when ad is clicked, no minimum spend.
Social Media
Used to engage and create discourse directly with “Brand Fans”. Social advertising platforms are developing and
beginning to match Google Adwords for cost efficiency. Promotional campaigns carry strict conditions.

17. Planning is a science and an art
 Audience Review:
 Who are they?
 How do they live?
 How do they consume media?
 What does this reveal?
 Site selection
 Format selection
 Innovation!
 think different
This info can come from the client’s
side and/or different media tools:
 Comscore
 Nielsen
 Google
 IAB research
 Publishers figures and info
Depending on:
 Audience(s)
 Product
 Objective(s)
 Overall timing

18. Despite the technology, relationships matter
Human to human relationships are invaluable
Small successful steps, built up over time.
Proactive ideas are very welcome
Their chances of success are in directly in proportion to their proximity to a brief or a real client business
solution.
Tell us what we don’t know
Those tangible insights into how your visitors use the site. Beyond the stats we can already access. Editorial
insights. Good stories. Upcoming innovations.
Successful Characteristics…
Being helpful. Being consistent. Understand our workings. Understanding the client’s business.

19. Summary – What are some of
the key differences?
Technology is tied to digital – skill up but remain human.
Accountability is key – the digital mantra is “let the data decide”. Often
previous history will influence future buying decisions (it’s not personal).
There are a lot of channels – decent planners will draw from a multitude
of sources to craft a plan. This is where your skills will have an impact.
Relationships – build trust with buyers, helping a little and often builds
trust and prepares the ground for the big battles.

20. To end, here are my final tips…

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Don’t be afraid to fake it ‘til
you make it…

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Don’t be surprised if your new product
isn’t a hit straight away…

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Dealing with some agencies can be
frustrating…

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But follow my tips and we’ll all end up
as happy as…

25. Created by John Buckley
Twitter: @bucklesnz
July 2013
Editorial images courtesy of the Guardian Eyewitness News App.
https://itunes.apple.com/us/app/the-guardian-eyewitness/id363993651?mt=8
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