Summary of digital marketing and advertising terms, techniques and trends. Great way for those new to the industry to get ramped up for a career in digital.

1. Digital 101
Presented by Marian Thomas for

2. Agenda
 Section 1
› State of Media
› Media Trends
› Why Online?
› Q&A
 Section 2
› Terms/Terminology
› Brand vs. Direct
› Media Property Types
› Q&A
 Section 3
› Technology
› Tools
› Tactics
› Reference Materials
› Q&A

3. SECTION 1
Media Trends
Online Universe
Why Online

4. Media Trends

5. This Doesn’t Happen Anymore…

6. And we are multitasking…

7. Evolution of Distractions
TV HD TV DVR/TIVO DVD Player Interactive TV Desktop PC Laptop
PlayStation 3 Xbox 360 Nintendo Wii PSP ipod Nintendo DS
Mobile Phone iphone Google Droid ipad

8. Harder to Find Scale on TV alone
1978/79: ―All in the Family‖; Rating 30.5 1986/87: ―The Cosby Show‖; Rating 25.3
1998/99: ―E.R‖; Rating 17.8 2009/2010: ―American Idol‖; Rating 9.1

9. DVR Usage Continues to Increase
35%
of U.S. Households own a DVR (40MM)
Source: emarketer 2010 9

10. DVR Usage Continues to Increase
41%
projected to own a DVR In 2012 (48MM U.S.)
Source: emarketer June 2008 10

11. R.I.P. Newspapers?
PERCENTAGE OF U.S. POPULATION AGE 18+ Since 2000:
• Internet usage has
jumped +61%
• Sunday newspaper
readership has declined -
20%
• Daily newspaper
readership has declined -
19%
Source: Mediamark Research, Inc., US Adults 18+, Spring 2000 to Spring 2009

12. Over Half of Consumers are Simultaneously Online
and Watching TV
M-F 6p-9p / Adults 25-541 Media Consumption Level By Usage Quintile2
Minutes Spent Online (Bars)
30 600
(Line)
Minutes Watched TV
Internet
25 TV
500
57% 20
15
10
400
300
200
5 100
Simultaneous 0 0
Heaviest Users Lightest Users Non Viewer
Internet + TV
USAGE CONTINUUM
Source: 1Knowledge Networks SRI, Fall studies, 2 Nielsen TV/Internet Convergence Research Panel Reporting

13. Consumers Have More Than Doubled Their Time Online
Magazine 2006
Other
2009
Magazine Other
Newspaper2% 3% 2% 6%
3%
Newspaper
2%
Online
18% Online
25%
Radio
Radio 19%
24%
Television
Television
50%
46%
Total Hours = 64.6 Total Hours = 72.3
% Change, 2006 to 2009 Internet TV Radio Magazine Newspaper Other
51% 7% -14% -19% -1% 100%
Source: SRI Knowledge Networks, Fall 2006 and Fall 2009. Due to SRI’s change
to on-line panel measurement beginning with the Spring 2009 study, persons
aged 12 will no longer be measured. The new sample frame now covers Persons
13 through 64.

14. Yet, Marketing Budgets Have Historically Been
Disproportionate to Consumers’ Media Time
Q: In a typical week, how many hours do you spend doing each of the following?
% of Ad Spending % of Total Media Time Individuals
Spend in a Typical Week
Source: Forrester Research, North American Technographics Benchmark Survey, 2009
Base: US Adults

15. Interactive Marketing Budgets are Now
Growing at the Expense of Traditional Media
Q: How will you fund increases in your company’s Q: Which of the following traditional marketing budgets will you
interactive marketing budget? decrease in order to fund increased interactive marketing?
% of Marketing who indicated the following (multiple 2009
responses accepted)
Will increase budget for interactive by shifting money away from
traditional marketing 52%
Will increase budget for interactive with no budget change to traditional
marketing 15%
Will increase budget for both interactive and traditional 14%
Have no plans to increase interactive marketing budget 7%
Don’t know 8%
Source: Forrester Research, ―US Interactive Marketing Forecast, 2009 to 2014‖, July 2009
Base: 204 marketers

16. Overall U.S. Media Spending Is Down
Even post recession, aggregate media dollars will fail to return to former
levels. (eMarketer CEO Geoff Ramsey 2010 Predications)
$191.7
US Total Media Advertising Spending,
2008-2014 (billions)
$178.8
$174.8 $176.5
$166.5 $168.3
$162.8
2008 2009 2010 2011 2012 2013 2014
Source: eMarketer May 2010

17. Online Is More Than Just Advertising
There are ―alternative media channels‖ to raise awareness and drive
sales online
Marketing
Public Relations
Promotions
Affiliate Marketing
Grass Roots Marketing
Sponsorships
Relationship Marketing

18. Trend: Marketing Drawing Budgets Away from
Advertising
 Advertising budgets are in competition with marketing budgets for
programs such as:
 Social networks
 Custom videos on brand’s website
 E-mail
Source: eMarketer US Ad Spending June 2010

19. Internet Marketing & Advertising Tactics U.S. Marketers Spent the
Most on in 2009 (% respondents)
E-mail marketing
50.2%
E-mail newsletters
29.9%
Paid search ads
26.0%
Search engine optimization
24.6%
Display ads on Websites
23.6%
Offsite social media (Facebook, Linked in)
12.7%
Webinars
10.3%
Corporate blogs
6.7%
Viral or word-of-mouth campaigns
6.7%
Online sweepstakes or contests
5.6%
Source: Chief Marketer *2010 Interactive Survey April 2010

20. Areas of Marketing Spending Growth
Online marketing 24.6%
CRM 26.0%
Brand building 29.9%
Overall marketing 50.2%
-2.5% Traditional advertising
Source: Duke University School of Business, ―The CMO Survey‖ February 2010

21. Ad Spending by Format

22. Why Online?

23. Why Online?
 Internet is mainstream—and rising. Has the ability to reach millions
in a one day!
 Internet delivers better targeting.
 Internet increases media efficiency.
 Online can complement TV and increase overall ad effectiveness
 Online has a wide creative canvas
 Consumers mesh media to personalize their experience and gather
more relevant information
 Online advertising is powerful driver of search

24. Why Online? 24-Hour High Reach Interactive Impact
Google Homepage MSN Homepage Facebook Homepage
43MM Unique Users/Day 22MM Unique Users/Day 40M Unique Users/Day
Combined Reaching
163MM Unique Users
Per Day
Yahoo Homepage Myspace Homepage AOL Homepage
38MM Unique Users/Day 13MMUnique Users/Day 15MM Unique Users/Day
Source: Comscore May 2010

25. Increase the Efficiency of TV by Adding Online
4 week flight Impact of
Broadcast TV Only 10% shift to Internet 15% shift to Internet 20% shift to Internet
Adults 25-54 20% Shift
TV $ spent $5,000,000 $4,500,000 $4,250,000 $4,000,000 -
Internet $ spent $0 $500,000 $750,000 $1,000,000 -
Total $ spent $5,000,000 $5,000,000 $5,000,000 $5,000,000 -
Impressions 155 million 185 million 205 million 215 million +39%
Actual reach 51.2 million 69.4 million 74.5 million 77.2 million +51%
GRPs per week 31 37 41 43 +39%
Total Reach 41% 56% 60% 62% + 21% pts.
Avg. Frequency 3.0 2.7 2.7 2.8 -0.2 pt
Average $CPM $32.00 $26.89 $24.83 $23.21 -27%
Source: SRI-Knowledge Networks, Media Mentor; Fall 2009. Adults 25-54
TV CPMs based on Averages from TNS, Sep 09-May 10, Broadcast Primetime TV $32 CPM,
Online $11 CPM – 4 week flight

26. Online Can Complement TV and Increase Overall
Ad Effectiveness
IAB/Thinkbox Study Findings:
• Using TV and online together in advertising campaigns is significantly more
effective for advertisers than using either in isolation.
• Using TV and online together results in 47% more positivity about a brand than
using either in isolation.
• The likelihood of buying or using a
product increases by more than 50%
when TV and online are used together.
• Almost a third of 18-24 year olds around the
world regularly talk about brands in online forums or discussion boards.
Source: IAB / Thinkbox ―TV & Online: Better Together‖
http://www.thinkbox.tv/server/show/nav.1019

27. Online Has a Vast Creative Canvas
Recent Online Ad (2010) Alice in
Wonderland

28. Display Advertising is a Powerful Driver of Search
 After being exposed to a display ad, consumers were:
› 136% more likely to search the brand’s keywords
› 86% more likely to click on a sponsored text ad
› 140% more likely to click on an organic link
Google/ComScore panel.

29. Online
Online Universe
Universe

30. DVR Usage Continues to Increase
71%
of U.S. consumers are online(221MM)
Source: eMarketer, February 2010 30

31. Internet Reaches Key Demographic Segments
Adults Kids &Teens Young
Age 18-49 Age 2-17 Women
Women Age 18-34
Boomers 43MM Young Men Moms
Age 45-64 Males Age 18-34 Women 25-54 with Kids
128MM
35MM
37MM 33MM
Source: Comscore June 2010 51MM

32. What Do Consumers Do Online?
Gather Information
Search
Communicate
Email Messenger Social Media and Communities
Consume Content
News, Sports, Finance, Entertainment and more
Perform Tasks
Online Banking Paying Bills Shopping
Personalize Their Experiences
Social Customized Sites Groups

33. Top Trending Online Behaviors

34. Media & Content Trends
Contextualized Distributed Personalized

35. Questions?

36. SECTION 2
Terminology
Brand vs. Direct
Media Property Types

37. Important Terms: Page Views
Page Views(PV): The successful transmittal of the page (fully downloaded) to the users’ browser.
1st page view 2nd page view
A user goes to Yahoo! homepage (1st page view) then once user
clicks on article they go to the second page view

38. Important Terms: Impressions
Ad Impression: The metric a site uses for measuring and reporting ad inventory. Ad impressions can be counted by the ad server as a
result of an ad request or be counted at the delivery of an ad from the ad server to the browser. The recently established standard calls
for this measurement to be the count at the latest point possible in the process of delivering the creative material to the user’s browser.
1
2
4 Ad Impressions
on Page
3
3 Promotional
Impressions
on Page
4

39. Important Terms: Ad Frequency
Ad Frequency: The number of times an ad is delivered to the same browser in a single session or time period.
Assumed to be exposure to an ad. Frequency caps can be established and managed by the ad server using
cookies to ensure a browser only gets the same ad delivered “X” times. The frequency for email is the intervals at
which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc
Dr. Herbert Krugman’s benchmark ―three plus‖ theory established a commonly
used rule of thumb for minimum frequency levels. It states that three
exposures to a TV commercial are needed for effective communication.
What is the optimal frequency for online?

40. Important Terms: Hit
Outdated Metric Sometime Still Mentioned
Hit : The sending of a single file, whether text, graphic, audio or another type. When a page request is
made, all elements or files that comprise the page are recorded as hits on a server’s log file; therefore,
number of hits is not an appropriate statistic to use for analyzing or comparing sites.
Everything on the page below that clicks will get a hit. Over 60 hit opps per person per visit
10 hits
if clicked
20 hits
if clicked
10 hits
if clicked

41. Important Terms: Unique Users
Unique Users(UUs): Number of unique individuals or browsers for a given reporting period. Different methods exist for counting unique users/visitors:
1) where the user self-identifies through registration, 2) where the user is identified or marked by a cookie or other ID that is attached to his or her
browser, or 3) the site counts unique IP Addresses accessing its servers. For sites that use cookies or unique IP Addresses, these methods are counting
computers and browsers and not individuals. Syndicated research data will also include counts of unique users.
This is the metric most planners justify sites on – unique users per month, page views
and reach

42. Important Terms: Call to Action
Call to Action: Words in an ad (display or email) that entice the reader to do something. A typical call to
action is “click here” or “download now.” Ads with call to action will generally have higher click through rates
(CTRs).
―Enter to Win‖
Goal: Drive Traffic and Sweepstakes Entries
―Click here to take the quiz & watch videos‖
Goal: Film Awareness and Drive Traffic
―Learn More‖
Goal: Drive Sales
―Click here now to watch‖
Goal: Drive Traffic

43. Important Terms: Click Through Rate
Click-Through Rate/(CTR) or Click Rate: CTR’s are calculated by dividing the click-through number by
the number of ad requests or ad impressions. CTR has become a major measure for Internet
adcampaign effectiveness and provides a basis for comparison of sites and/or creatives. However, click
rates are not a complete measure of campaign effectiveness (they do not measure user activity past the
initial click or conversions). Click rates should be combined with other measures to determine the real
value of a campaign. See Return on Investment (ROI).
Placement Ad Unit Flighting Impressions Delivered Imps Clicks CTR
Client X
Cobrands Promoting Title Track
Stand Alone 300x100 10/9-11/19 666,667 242,515 158 0.07%
Homepage
Stand Alone 250x250 10/30-11/5 180,000 181,227 1,034 0.57%
Overdrive Video Including Rotating Male Target
Video Intros (:15) Beta SP 10/9-11/19 200,000 58,736 4,373 7.45%
250x250
synced w/Video 10/9-11/19 200,000 62,634 177 0.28%
300x100
1x video player mode- 250x250 co ad
2x video player mode- 300x100 co ad
Rotational Support Targeted Male 18+ Including Games
Takeover 725x423 725x423 10/9-11/19 100,000 35,707 360 1.01%
Takeover Leave Behind 300x100/140x105 140x105/300x100 10/9-11/19 75,000 32,282 137 0.42%
250x250
Square 10/9-11/19 400,000 294,995 684 0.23%
Stand Alone 300x100 10/9-11/19 1,300,000 897,962 759 0.08%
3,121,667 1,806,058 7,682 0.43%

44. Important Terms: Optimization
Optimization: In ad buying, changes made to a campaign (changing ad units, placement, creative) to
drive the highest click-rates or other metrics. In search engine marketing, the changes made to improve
a page’s rank. Optimization may include changes to text, title tags, meta tags, body text, etc.
Placement Ad Unit Flighting Impressions Delivered Imps Clicks CTR
Client X
Cobrands Promoting Title Track
Stand Alone 300x100 10/9-11/19 666,667 242,515 158 0.07%
Homepage
Stand Alone 250x250 10/30-11/5 180,000 181,227 1,034 0.57%
Overdrive Video Including Rotating Male Target
Video Intros (:15) Beta SP 10/9-11/19 200,000 58,736 4,373 7.45%
250x250
synced w/Video 10/9-11/19 200,000 62,634 177 0.28%
300x100
1x video player mode- 250x250 co ad
2x video player mode- 300x100 co ad
Rotational Support Targeted Male 18+ Including Games
Takeover 725x423 725x423 10/9-11/19 100,000 35,707 360 1.01%
Takeover Leave Behind 300x100/140x105 140x105/300x100 10/9-11/19 75,000 32,282 137 0.42%
250x250
Square 10/9-11/19 400,000 294,995 684 0.23%
Stand Alone 300x100 10/9-11/19 1,300,000 897,962 759 0.08%
3,121,667 1,806,058 7,682 0.43%

45. Important Terms: Post Click Activity
Post Click Activity: The tracking and measurement of what users do after clicking on an ad unit, such
as completing a transaction or some other activity.
This means visitors who see ads and don’t click have a higher
probability of purchasing products that users who click. This also means
we need to taking click through rates with a grain of salt.

46. Important Terms: Cookies
Cookies: A cookie is information that a Web server puts in the http header in response to
a browser request. The browser stores this information, which allows the site to remember
the browser in future transactions or requests. Since the Web’s protocol (http) has no way
to remember requests, cookies read and record a user’s browser type and IP address and
store this information on the user’s own computer. Only a server in the domain that stored
it can read the cookie. Visitors can accept or deny cookies by changing a setting in their
browser preferences.
Cookies are what we use to track all the metrics online. Cookies not only help
advertisers track user interactions, cookies help websites remember personal
information such as credit card info and sign up info. More and more savvy
consumers like to delete their cookies from their browsers because of the fear of
“big brother” however that number is so small we don’t have to worry it about it
now. However, in the future we will need to find a new tracking mechanism.

47. Brand vs. Direct
Brand Awareness Direct Response
Generating buzz Driving sales and
and interest traffic

48. Pricing Models
CPM (cost per thousand)
CPC (cost per click)
CPA (cost per acquisition)
Flat Rate Sponsorship
CPT (cost per transaction)
CPI/CPL (cost per inquiry/lead)
CPV (cost per view)

49. Media Property Types
SEARCH AD VIDEO
PORTALS VIDEO
ENGINES NETWORKS NETWORKS
BRANDED MOBILE SOCIAL TV SITES
PUBLISHERS
ENT/

50. Search Engines
50

51. Search Market Share

52. Search Engine New Features: Music, Video &
Local

53. The Future of Search: Computation

54. The Unique Value of Search
Users Participation
Passive Active
Catalog Mail
High
Internet
Level of Targeting
Trade Magazines
Search
Opt-in E-mail
Direct Mail
Network TV
Low
Radio Yellow Pages
Billboards

55. Marketing Objectives Met by
Search
drive awareness obtain leads drive purchases
traffic registrations ROI
reach and frequency conversions
Paid Search helps achieve marketing goals

56. Search Marketing Terms
PPC (pay per click)
SEM (search engine marketing)
SEO (search engine optimization)
Search Engine Placement

57. Organic (SEO) vs. Paid Listings (SEM)

58. Portals

59. Portal Revenue Trends

60. Portal Reach and Market Share
Total Unique Average Daily
Portal % Reach
Visitors (000) Visitors (000)
Total Internet : Total Audience 215,061 100.0 170,604
Portals 214,072 99.5 114,526
Yahoo! Sites 170,221 79.2 63,952
Microsoft Sites 160,846 74.8 56,533
AOL LLC 107,477 50.0 22,458
Source: Comscore Key Measures Portals/June 2010

61. Portal Ad Executions
Click for Live Demo Click for Live Demo

62. Advertising Networks
Pros:
• Attractive Pricing
• High Reach
• Targeted channels and sites
• Time Savings
•Optimizing to brand metrics
•Leverage efficiencies
Cons:
• Non-Transparency of the site list varies
• Quality of sites in the network
• Targeted channels may be limited
• Few premium sites and integrated placements

63. Types of Ad Networks
Vertical vs. Horizontal
Demand Side Platforms
Data Providers & Aggregators
Affiliate Networks

64. IAB New Guidelines for Ad Networks: June 2010
Transparency
Defined content categories
Defined illegal content
Rated content for audience segments
Data disclosure terms
IAB trained compliance officers

65. Ad Networks’ Reach
yahoo.com
Advertising Networks Sites
(Unique Users in millions)
Uniques
Specific Media
ValueClick
Microsoft
AdBrite
Google
Yahoo!
Turn
24/7
AOL
Fox
Reach
86% 86% 85% 81% 76% 73% 73% 73% 70% 69%
Source: Comscore Media Metrix June 2010

66. Online Video
 85% of the total U.S. Internet
audience watch online video
 Nearly 2 in 5 Broadband users
have watched a video online in
the past 24 hours  Pros:
Audience Growth, Online Video Usage
 U.S. Internet users viewed 31 ›
increasing.
billion online videos during the
month of March, 2009 › Increases Brand Effectiveness
› More impact that Display and flash ads
 More than 180 million U.S. › Increases TV Effectiveness
Internet users watched video in
› Measurement
March, 2009
 Challenges:
› Getting tv budgets or growing online budgets
› Consistent multi screen experiences
Data Source: comScore March 2010
OVEC September 2009
› Cross Media Measurement

67. Online Video Marketplace & Growth

68. Video Sites Reach
yahoo.com
Top U.S. Online Video Content
Properties by Unique Viewers
in May 2010
Google Sites
Facebook
Viacom
Yahoo!
Turner
Vevo
MSN
CBS
Hulu
Fox
Source: Comscore Media Metrix May 2010

69. …AND Online Video Comprises Nearly a Third
of Time Spent Online
By Online Video
Watchers
Data Source: : OVEC September 2009; Please estimate how many minutes you
spend doing each of the following activities in an average day?

70. Video Ads Alone Provide Significant Lift
in Brand Awareness
Lift in Unaided Brand Awareness
Video Ads
Compared with Traditional In-
48% Stream Video Ads raise Unaided
25% Brand Awareness by 1.9x
In-Stream Traditional Ad
Video Campaigns
2x
Data Source: Dynamic Logic’s Market Norms database filtered on North America and last 3
years, ―Online Ad Awareness‖ metric (i.e. Unaided Brand Awareness) – all results are with
99.9% confidence. Traditional=GIF/JPG.

71. Increase in Cross Buy Effectiveness
Television advertising was significantly more effective among viewers who were
also previously exposed to in-stream ads for the same brand/products
Data Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09;

72. Video Ads Plus TV are an Unbeatable
Combination
60%
+18%
50%
52.00% TV + Online Video
44.00% TV Only
40%
+35%
35.00%
30%
+53%
26% 29%
20% +31%
19%
17%
10% 13%
0%
General Recall Brand Recall Message Recall Likeability
Data Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09;

73. Next Trend for Online Video According to U.S.
Marketers
Interactive video experiences 59.6%
Mobile Video 49.9%
Internet-enabled TV 45.8%
HD-quality delivery online 40.2%
Multiscreen video (PC, TV, mobile) 38.3%
Other 4.1%
Source: Permission TV, Online Video Survey Results Dec 17, 2008

74. Online Video Networks
Pros:
Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
(May 2010 Total U.S. - Home/Work/University Locations) • Attractive Pricing
Property Unique Viewers (000) Potential Reach
• High Reach
Total Internet : Total Audience 182,918 100.0 %
Tremor Media 102,787 56.2 • Targeted channels and sites
ScanScout Network 99,290 54.3
YuMe Video Network 87,508 47.8 • Time Savings
Adconion Video Network 86,641 47.4
Advertising.com Video Network 83,877 45.9
•Throw in a lot of added value such as creative
BBE 83,026 45.4 services, ad serving and research
Break Media 80,869 44.2
SpotXchange Video Ad Network 76,734 41.9
TidalTV 69,640 38.1
BrightRoll Video Network 67,521 36.9 Cons:
Source: comScore Video Metrix
• Quality of sites in the network (not all networks
alike)
• Advertisers will rarely see their ads

75. Branded Entertainment Online
 What is BE?
› Branded content is not product placement. Branded content is integrating your
brand with content in an organic way. Branded content is content that delivers a
marketing message in a way that consumers accept rather than reject.
 Pros
› Branded Entertainment Set to Surge
• track to total $25.93 billion, a 5.3 percent gain.
• By 2014, branded entertainment will reach $38.16 billion, growing at a 9.2
percent compound annual growth rate.
› Building Brand Equity
› Driving Performance
 Challenges
› Creating resonating content
› content distribution
› Measurement
 Tips
› Quality of Content
› Understand your audience
› Be economical
› Don't post and pray
Tips Source: imedia

76. All Media Consumption is Moving Towards One Device… the Mobile One.
A deeper dive into mobile behavior
1 out of 3 mobile phone users get
their news everyday on their
Newspaper mobile phone1
The iPad is making waves in
Magazine Publishing as the
Magazines revival vehicle for their dwindling
industry2
According to Nielsen’s Three
Screen Report, the mobile video
Television audience increased 70% from
2008 to 20093
Mobile internet was ranked as the
number one feature consumers
PC would miss on their mobile phone.
Above voice communication, text,
and email4
Source: 1. Pew Internet Study Mar 2010 | (iPad image) Network World Mar
2010 | 3. mocoNews.net Feb 2009 | 3. Nielsen Three Screen Report Dec 2009
| 4. FierceWireless Jan 2008

77. Mobile Web: Smartphone Users Growing Rapidly
 Smartphone users are gaining share in
the market
• Smartphone users are prone to longer and
more frequent mobile web visits because of
the richer experience
Nearly 1 in 3 mobile The number of
subscribers are smartphone users are
• The Top 3 sold handsets are smartphones: smartphone users1 expected to double by
RIM Blackberry Curve, Apple iPhone 3GS, and 20131
Apple iPhone 3G.2
1 2
• Up until 2009, non-smart phone handsets
made up the majority of sold devices. As of 3
March 2010, the top sold non-smart phone is
the LG VX5500, at #9.2
• Only 1 non-smart phone out of top 10 devices.
• And these mobile subscribers also access the
mobile web
Source: 1. Smartphone defintion includes QMDs. Forrester Jan 2010 | 2. comScore
MobiLens Mar 2010 (3 mo avg)

78. What Types of Websites do People Visit on Their
Mobile?

79. The Mobile Impression is More Than Valuable
1+1=3
• Frequency of exposures to brand messages on both Mobile and PC screens increases key metrics
such as awareness and purchase intent1
• 54% increase in brand awareness
• 46% increase in brand favorability
• 42% increase in aided brand awareness
• The ratio of ads on the average wired web page to the average mobile web page is 6 to 12
RESULTS
Source: 1. Insights Express 2009 | 2. Mobile Marketer, “How to make a valuable
ad impression,” August 14, 2009

80. It is Easy to Interact with Consumers with Mobile
Canvas on a Personal Level.
Rich Media executions on our
Click to Video Homepage In-App Rich Canvas

81. Mobile Trends 2010 Forecast
More brands will invest in mobile
The mobile Internet will grow with technology such as HTML5
The controversial ―Net neutrality‖ debate will move to mobile ―fat pipes‖
Innovation in mobile payments will accelerate
Google will shake up the mobile navigation business
Social Computing and mobile phones will expand
Live mobile TV will be hyped
Fragmentation Is Here to Stay
Forrester Mobile Trends 2010

82. Social  What is Social Media
› Connecting, reconnecting and staying updated
› 1 person shares with 50, that 50 share with 25 of their friends can reach
up to 30,000
 Pros
› 1 on 1 conversation with consumers
› Ability for viral pass along and friend recommendation
› Declared interests showcase more precise targeting (political views,
religious views and other personal information)
› Relationship/CRM marketing
› Extends conversation/reach from other media and ads
› High engagement and time spent
 Cons
› Unauthentic messages are easier to detect
› Knowing what to measure
› Is it marketing or advertising
› Privacy and privacy controls pertaining to location
eMarketer: Social Media Marketing by the Numbers: Key
Stats, Trends and Indicators Feb 2010 and The Nielsen
Company Social Media Insights: October 2009

83. US Social Network Ad Spending On the Rise

84. 56%
of media
planners said
they would use
social network
marketing

85. Social Media Site Audience & Time Spent
Social Media Sites Total Unique Average Daily Total Minutes Average Minutes
% Reach
(June 2010) Visitors (000) Visitors (000) (MM) per Visit
Total Internet : Total Audience 215,061 100.0 170,604 404,711 26.0
Social Networking 183,619 85.4 89,898 50,434 9.4
1 FACEBOOK.COM 141,638 65.9 56,102 37,339 8.3
2 MySpace 66,633 31.0 12,600 8,198 10.4
3 TWITTER.COM 23,319 10.8 2,369 677 5.4
4 LINKEDIN.COM 20,745 9.6 1,590 343 5.5
5 Yahoo! Pulse 18,063 8.4 1,200 85 1.9

86. 64% of U.S. Internet Users Will Interact With Some Form
of UGC in 2010

87. DVR Usage Continues to Increase
223 Million
Projected number of Mobile Social Network Users
Worldwide for 2010 (34% of mobile internet users)
Source: emarketer November 2009 87

88. Facebook
 Facebook recently reached 500MM
users worldwide
 1 out of 14 people in the world are on
Facebook
 In 2009 Facebook beat myspace in
Uniques and started stealing share
 #1 in photos
 Social advocacy at scale
 Research re: paid vs. earned media
 Programs include Brand Awareness
through engaging landing pages and
acquisition and engagement through
CRM marketing techniques

89. MySpace
• Myspace reaches 30% of internet
users with over 67MM Uniques a
month.
• Leader in Social Media time spent per
user with 10.4 average min/user.
• Platform for discovery and self
expression.
• Dominant in Music space.
• Branded music programs and
homepage creative executions are
popular product.

90. Paid Vs. Earned Media
Paid Ads Earned Media
Social Ads
Understanding the Value of a Social Media Impression APRIL 2010

91. YouTube
• #1 Video Site with over 113MM Unique
Users a month and 25MM daily
• Time spent per user very high (over 17
Min per user)
• Branded Channels and Homepage
Takeovers product staples
• Youtube also getting into Branded
Content advertising initiatives
• All videos are social and sharable

92. Twitter
• eMarketer: 15.5% of adult Internet
users will use Twitter on a monthly
basis in 2010
• Key Twitter tactics: PR outreach,
promotions, driving traffic to other sites

93. Social Trends from Jim Nichols at imediaconnection
Facebook Open Graph
Promoted Tweets Debut
UnFacebooks and user control
Social Search
The portals (and Meebo)

94. Newspaper/Magazine Publisher Sites
Newspaper sites reach over 50% of internet
audience
Higher quality content
Integrated sponsorships
Contextually relevant placements including
aggregated sponsored content
Trends include advertorials and rich media
acceptance
Source: Comscore June 2010

95. Newspaper/Magazine Publisher Sites
Newspaper sites reach over 50% of internet
audience
Higher quality content
Integrated sponsorships
Contextually relevant placements including
aggregated sponsored content
Trends include advertorials and rich media
acceptance
Source: Comscore June 2010

96. TV Sites Category
yahoo.com
16,000
14,000 13.4 Total Unique Visitors (000)
12,000
10,000
CBS Entertainment
8,000 7.7
6.4 6.2
6,000 5.8
Geographic
5.1 4.8
Discovery
Network
National
Yahoo!
4,000 3.7
ABC TV
3.5
2.9
Bravo
Spike
NBC
ABC
Fam
BET
2,000
Fox
0
Source: Comscore Media Metrix June 2010

97. TV Videos Viewers Growing
1.2MM Unique Viewers 524,000 Unique Viewers 502,000 Unique Viewers
5MM Unique Viewers 1.3MM Unique Viewers
Source: comScore June 2010

98. Questions?

99. SECTION 3
Technology
Tools
Tactics
Reference

100. Technology & Tools
Adservers
Contextual
Behavioral
Networks & DSPs
Content Management
Social Media
Measurement/Analytics

101. What is Rich Media? Creative Technology
 Rich Media is online advertising enhanced by motion, sound, video, or some
interactive element
› The comparison can be made between a standard GIF/JPEG banner which can contain
simple animation and a banner that streams a TV commercial
› With rich media, online ads approach television in terms of dynamism: they float above
content, animate, integrate video and audio. They also go beyond television to include
interactive elements like:
• Pull-downs for more information, micro-site in-the-banner
• Branded games and immersive activities
• Polls and Quizzes
• Downloadable Icons, Screensavers, Ring Tones, Documents, and more
• E-commerce functionality inside the ad unit
• Data Collection/Email Registration
• Viral Marketing –
Source: DoubleClick Whitepaper Send to a Friend

102. Anatomy of a Rich Media Ad
GAMING STANDARD VIDEO
1. Banner automatically displays on
publisher site (1 impression)
2. Upon rollover, panel expands (1 interaction)
3. Panels can contain any combination of PRICE COMPARISON
rich media features
4. User can click-through to site to continue
experience (1 click-through)
INTERACTIVE VIDEO PHOTO GALLERY
Website
Banner
Panel
Click on image in slide show mode to view demo

103. Seeing is Believing
Images GIF/JPG (static image, ability to click only)
Standard Flash (limited animation, ability to click only)
Rich Media (increased animation, additional panel for content, endless
amount of metrics)
Click on image in slide show mode to view demo

104. It’s Only Getting Richer
Online Ad spending will continue to grow
through 2013 as users consumer more
digital content and platforms become more
widely accepted
Rich formats and Video are
increasing at a much higher rate
than Standard and Flash
formats while Classifieds,
Sponsorships and Email
marketing are declining

105. Measuring Beyond the Click
Impression Click
Rich
Typical online ad Media
metrics Branding
Metrics
Much More Than
Impression and Click!
 Interaction Rate: how many people rolled
 Click-Through: how many clicked to on
over/viewed your ad
the ad to go to your website
 Action & Activity Rates: what did users
 Video Completion Rates: how many
do within your ad
watched your video 25%, 50%, 75% or
 Avg. Brand Time: how much time did 100% of the way through
users spend interacting with your ad
 And more!
 Avg. Panel Display: How long were
panels expanded

106. How Can Engagement Be Measured?
Typical Online Ad Metrics Metrics
Rich Media Engagement
• Impressions: how many people viewed the ad
• Interaction Rate: how many people rolled over/viewed the ad
• Action & • Click-Through: how many did within the ad to
Activity Rates: what did users clicked on the ad
• Avg. Brandgo the how much time did users spend interacting
Time: website
• Avg. Panel Display: how long were panels expanded
• Click-Through: how many clicked on the ad to go to the website
• Video Completion Rates: 25%, 50%, 75% or 100%
• And 150 other metrics!

107. Engagement in Action
 Create a virtual 2010 Mustang from over 18 categories of
customization.

108. Rich Media Technology Providers
There are many Rich Media technology Providers; the
most widely used are:

109. Research: Tools Used in Online Marketing
Traffic Measurement • ComScore, NetRatings, Alexa, Compete, Hitwise, Quantcast
• Omniture, Coremetrics, Compete, Quantcast, Google
Site Analytics Analytics, Yahoo Analytics, Sagemetrics, Webtrends, Nielsen
Site Censure
• Nielsen @Plan, ComScore Plan Metrics
Psychographics , MRI, Simmons, Scarborough (local)
Search Lift & Trends • Hitwise, Yahoo Buzz, Google Trends
Listening •
BuzzMetrics, Cymfony, Radiant, Blogpulse, TwitterGrader, Tw
Platforms/Social italyzer

110. Research: Tools Used in Online Marketing (Continued)
Ad Spend/Competitive • Kantar Media/TNS Ad Spender and Nielsen AdRelevance
Analysis
• Millward Brown, Dynamic Logic, Insight Express , Vizu,
Brand Measurement Insight Express, OTX
Cross Media • XMOS, Dynamic Logic, Comscore, Nielsen
Media and Market • emarketer, Forrester, Jupiter, ipsos
Trends

111. What Do Media Planners Look For?
The Big Cheap
Idea Research
CPMs
High SOV Targeting
Rich Media/ Offline/ Multi- ROI
Media Stunts
Creative Media Platform Reporting
Canvas Extensions

112. Online Extensions
Editorial/PR Value
Viral
Sweepstakes
Quizzes
Content integration
Games

113. Multi Platform – Digital Extensions
ipod
Outdoor
Mobile
VOD
Interactive TV
HD
Gaming Console
DVR Player/Blue-Ray

114. What are planners
Looking for in
ROI?

115. Trends
Augmented reality
Social Games
Barcode reader/code scanning
Geo-local
ipad entertainment
3D

116. Resources: Interactive Media Glossaries

117. Resources: Media Industry Sites and Blogs
Industry Publications Blogs

118. Resources: Media Companies & Social

119. Resources, Organizations, Clubs and
Groups

120. Continued Education
Public and Private Training
Course Outlines
Contact Leslie Laredo leslie@laredogroup.com

121. Questions?

122. Credits and Sources
Many thanks to research services whose sources are listed on each page and
individuals for research, info and screenshots:
Yahoo! emarketer
DoubleClick Laredo Group
IAB Wikipedia
Hitwise Insight Express
imediaconnection
Google iMedia
ComScore SRI/Knowledge Networks
Dynamic Logic
Adspender Omniture Jupiter Research
TNS Forrester
Nielsen NetRatings

123. History of Online Advertising

124. Internet History Trivia
Question:
Who ran the first ad online?
When was the first ad online?

125. The First Banner Ad (1994)
AT&T 468x60 Banner
Ran on HotWired Site now known as Wired

126. History of Display Advertising
1993 Mosaic graphical web browser
1994 (April) – David Filo And Jerry Yang Created The Yahoo! Directory.
1994 (July) – Lycos Launched.
1994 (October) – The First Banner Ad
1995 DART system began serving ads
1995 (August) – Microsoft Launched MSN Online Service.
1995 (December) – AltaVista Launched.
1996 (April) – Yahoo! IPO
1996 Banner Ads Get Interactive
1996 (December) – IAB Established Standards
1998 GOTO Launched Pay-Per-Click Search Model.
1998 (September) – Google Founded.
1999 (April) – Yahoo! Acquired Broadcast.com For $5 billion
1999-2000 Internet Boom Period
2000 Google AdWords Launched
2000 AOL/Time Warner Merge
2000 Pop-Up Ads Proliferate.
2000 Traditional Retailers Move Online.
2000-2002 Bust Period – Layoffs and companies folding
2001 Email marketing takes off
2001 Macromedia Flash Alliance was formed
2001 (February/August) – IAB Issued New Ad Unit Guidelines.
2002 (January) – IAB Issued Guidelines For Measurement.
2002-2004 Internet industry recovery period – search comes to the rescue
2003 NBC Universal Merge
2003 Search Market Exceeded $1 Billion
2003 (July) – Yahoo! Acquired Overture.
2003 Google Launched AdSense.
2003 Rich Media usage becomes mainstream
2004 Boom again – this time traditional marketers not dot.com money
2004 (April) – Google Launched Gmail.
2004 (April) – Google IPO.
2004 –present Internet industry new growth period
2005 (July) – News Corp. Acquired MySpace for approximately $580 million
2006 Video and Social Media Proliferate
2006 (October) – Google Acquired YouTube for $1.65 billion

127. History