This is my understanding about Online Display Advertising, at the very basic before you spend your dollar

1. Better Understanding of
Online Display Advertising
@martinfai

2. What is Online Advertising?

3. Which one is the most effective?

4. Costumer Journey
My friend talk
about
disneyland at
surabaya
I was browsing
and see
Disneyland adsRegistered for
promotion
Holiday is near,
where i can take
my family?
Family Vacation
Check my Inbox
and see
Disneyland
Promotion

5. Find out the USER INTENT
Tips olahraga tanpa nyeri?
7 step bebas nyeri sendi?
know who
concern to
Why Glucosamine
Product benefit
Community berbagi sehat
sendi
Exactly
know who
have the
problem
User who’s
looking for
general info
User who’s
looking
general info
for one
specific brand
User who’s
looking for
detailed
product
description
User who’s
ready to buy
the product
Obat Sendi
Build
brand
credential
Where to buy?
Promotion?
Direct user
to buy

6. Inbound marketing refers to marketing activities that bring visitors
in, rather than marketers having to go out to get prospect’s
attention. Inbound marketing earns the attention of customers,[1]
makes the company easy to be found[2] and draws customers to the
website[4] by producing interesting content.[3]
in contrast to outbound marketing where they "buy, beg, or bug
their way in" (via paid advertisements, issuing press releases, or
paying commissioned sales people, respectively)
Inbound Marketing

7. Landing
page Goal:
1. Targeting the right
Audience
3. Choosing the right Media :
Site, SE, SocMed, etc
4. Delivering the right
content
5. Delivering at the right
time and frequency
Mobile
Desktop
Advertiser site
1
2
2. Choosing the
right medium
6. Retargeting the potential
consumer
7. Measuring the goals
(objective)
Awareness
!
Perform
Ad
Publisher.com
!!video ad
4
3
5
Search Engine
Social Media
Ad
Organic Paid
Ad
Ad
6
7
Media
Key element of online advertising

8. Landing
page Goal:
1. Targeting the right
Audience
3. Choosing the right Media :
Site, SE, SocMed, etc
4. Delivering the right
content
5. Delivering at the right
time and frequency
Mobile
Desktop
Advertiser site
1
2
2. Choosing the
right medium
6. Retargeting the potential
consumer
7. Measuring and optimising
the goal conversion
Brand
Awareness
Lead Gen
Sales trx
Ad
Publisher.com
!!video ad
4
3
5
Search Engine
Social Media
Ad
Organic Paid
Ad
Ad
6
7
Media
Key element of online advertising - get found

9. 1. Targeting the right audience
Each user has their own intent, thru audience profiling, we are able to define :
User who’s
looking for
general info
User who’s
looking
general info
for one
specific brand
User who’s
looking for
detailed
product
description
User who’s
ready to buy
the product

10. Campaign Objective (goals)
User who’s
looking for
general info
User who’s
looking
general info
for one
specific brand
User who’s
looking for
detailed
product
description
User who’s
ready to buy
the product
Awareness
Performance
1. General measurement
• # Imp
• # Unique view
• CTR
• # Unique Visitor
2. Brand Awareness
• e-GRP (unique user x frequency)
• Demographic viewers
• Visibility Index
3. Leads
• # of email
• # clicks
• # Audience Tagging
Activation
• # of transaction
• Cost per Action

11. Consumer has different state of mind in different media.
Desktop vs Tablet vs Mobile
Attention
spend
Location
proximity
Time
Sensitive
Quality
browsing
Age Shopping
Desktop High No Yes More specific All age
Online
shopping
Tablet/
mobile
Low Yes Yes General
Younger
generation
Store location,
Compare price,
seek review at
the store
2. Choosing the right medium

12. Quality browsing time
Detail content
Active on interact with website
Most of the user access from the office
Basic content
Location sensitive
SES targeting based on Device Type
Action : call
Active in teens segment
Quality browsing time
SES targeting based on Device Type
Active in teens segment
Costumer behavior on certain medium

13. Head Media
•High traffic, Quality content
Middle Media
•Medium traffic, high engagement
Above
the fold
(ATF)
Below
the fold
(BTF)
3. Choosing the right media
Tail Media
•Low traffic, high engagement

14. HEAD MEDIA
•High traffic, Mid engagement
•High exposure
•General online content
•Premium media brand
•Creative Ad support :
•Rich media support and Standard Banner
•Video Pre-Roll
MIDDLE MEDIA
•High traffic, high engagement
•Content centric
•Solid online community
•Creative Ad support :
•Rich media support and Standard banner
•Video Pre-Roll
•Support other activity :
•Content creative for content marketing
•Offline Activation
TAIL MEDIA
•High traffic, high engagement
•Personal review for advertorial
•Creative Ad support :
•Rich media support and standard banner
Awareness
Performance
Mapping objective v Media

15. 4. Delivering the rights Content
Creative Type1
Creative Type2
Creative Type3
Creative Type4
Develop creative ads by consumer state of mind (user intent)
User who’s
looking for
general info
User who’s
looking
general info
for one
specific brand
User who’s
looking for
detailed
product
description
User who’s
ready to buy
the product
Landing Page 1
Landing Page 2
Landing Page 3
Landing Page 4

16. Standard BannerRich Media banner
In-game
Pre-Roll Video
Expandable
In-Banner Video
Social action
E-Commerce
Banner
Ecommerce
shopping cart
Creative Banner
Awareness Performance

17. 5. Delivering Ads at the Right Time and Frequency
Which Day ?
Which Hour ? Frequency+

18. 6. Retargeting the potential consumer
Consumer
Consumer
visit brand
website
Consumer
exit brand
website
without
reaching the
brand goal
Publisher sites
Consumer
view ad that related with
the content/info/product
that consumer view on
brand website
Consumer click the ad
and back to brand
website

19. Targeting pre-define campaign
Pre-define
email
marketing
Demographic
Profile Facebook
Adv
Pre-define
Search
Engine
Advertising
..... .....
Banner ad
Publisher.com
!!video ad
ad

20. Targeting the user intent
Yes, it’s blank

21. SITE -
ADUNIT
CONTENT
BANNER
LANDING
PAGE
7. Measuring the goals (objective)
GET FOUND GET LEAD LEAD NURTURINGgoal
Review all factors, and re-strategize to achieve your objective
eGRP
Demographic
Visibility Index
GA Tracking