Digital Media Strategies 101 (2016)

WWW.IMADIGITALMARKETER.COM
Digital Media Strategies
Cristel Gonzales
Digital Director
UM Philippines

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Content Overview
Intro to
Paid Online Advertising
Overview of Digital Media
Planning Framework
Buying Strategies for
SMEs and Larger Companies

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Format: Discussion

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5
Why are we doing this?

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Year-on-year, Internet Penetration Lead  
By Social Media Is Steadily Increasing In PH.

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They Are Active Both Online And Mobile.

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Smart Phone Ownership Has Surpassed  
Ownership Of Laptop Or Desktop Computer.

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Use Of Internet And Social Media Is  
Longer That Average Daily TV Viewing Time.

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Mobile Internet Is Exponentially Growing Due To Access To
Affordable Smart Phones And Data.

TV, Radio,
Print,
Stores
Awareness

Social
Networking
Sites, Blogs
Considera9on
and
Favorability

Marke9ng
Funnel:
Digital

TV, Radio,
Print, Stores
Social
Networking
Sites, Blogs
Stores,
Promos
Facebook
Ads,
Youtube
SNS, WOM,
Blogs
E-Coupon,
Online
Ordering

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Digital Media Overview
1
Paid
Owned
Earned

What is Paid, Owned, Earned Media?
Whereby
brands
pay
for
media

from
a
third
party

Paid

Paid media gives you control, reach,
targeting and share of voice; it is
projectable, predictable and easily
measurable. Paid media is also fast
when you need to deliver a message to a
precise target right now, and drive
reliable results, paid is by far the fastest
path. And because it can also act like a
connective tissue between the brand and
its constituents in social media, Paid
media accelerates the targets’
interactions with Earned and Owned.
Whereby
brands
develop
their

own
proprietary

media
&
content

Owned

Owned media is an opportunity to
provide real value to a target audience
while maintaining control over the
messaging. With Owned media you are
in effect creating your own channel –
but with abundant opportunity to port
the content over into the Earned media
sphere and to leverage it via Paid
media channels as well.
Whereby brands trigger their
audience to advocate,
generate & propagate media*
Earned

Earned media is often leveraged in the
context of an independent third party
speaking on a brand’s behalf, it carries
far more credibility than Paid media.
Obviously, the trick is to get those
independent and inﬂuential voices to
advocate for, not against, your brand.
Thus, the brand gives up messaging
control – with the vast upside of
nurturing trusted voices who can
burnish in and play a brand forward.

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Paid
Spreads utmost
awareness
about a brand
Display,
Social,
Search,
Sponsorships

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Paid Media Example

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Owned
Allows consumers
to experience a
brand
Websites,
Microsites,
Social Pages,
Applications,
Corporate Blogs

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Owned Media Example

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Earned
Result of
conversations
about a brand
Virus,
Buzz,
Word-of-Mouth

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Earned Media Example

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Basic Roles of POE

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2
PAID MEDIA

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WHY PAY?

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There are many forms
of
Paid Media

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Forms of Paid Media
Digital
Paid
Media
Social
Networks
Ad
Networks
Content
Publishers
Search
Engine
Marketing
Self-
Service
Platforms

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Old Way of Doing Online Advertising
Advertiser Publisher

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As The Digital Media Ecosystem Grows More Complex,  
The More Platforms And Providers Enter The Fray!

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Overview of Self-Service Platforms

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Popular Self Service Platforms

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Self Service Platform: 
Placing Ads Without The Assistance Of An Actual Advertising Sales
Representative
•  Efﬁcient
•  Smaller minimum ad buys
•  Easier for many small
business who do not have
compelling graphical ads

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Self Service Platform: 
Placing Ads Without The Assistance Of An Actual Advertising Sales
Representative
A few caveats:
•  Time-consuming
•  Non-negotiable
•  Not all features are available
•  Hard-to-catch

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COMPONENTS OF DIGITAL MEDIA PLAN
•  Marketing Objective
•  Shopper Portrait
•  Platform Strategy
•  VMS

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Goals vs. Objectives
•  Goals tell you where you want to go; objectives tell you
exactly how to get there.
•  Goals can increase your effectiveness; objectives back
your goals and make you more efﬁcient.
•  Goals are typically described in words; objectives often
come with numbers and speciﬁc dates.
Source: http://www.dummies.com/how-to/content/set-goals-and-objectives-in-your-business-plan.html

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Common Business Goals
•  Survival – a short term objective, probably for small business just starting
out, or when a new firm enters the market or at a time of crisis.
•  Profit maximization – try to make the most profit possible – most like to be
the aim of the owners and shareholders.
•  Profit satisficing – try to make enough profit to keep the owners
comfortable – probably the aim of smaller businesses whose owners do not
want to work longer hours.
•  Sales growth – where the business tries to make as many sales as
possible. This may be because the managers believe that the survival of the
business depends on being large. Large businesses can also benefit from
economies of scale.
Source: http://www.tutor2u.net/business/reference/aims-and-objectives-of-a-business

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Other Possible Business Goals:
•  Ethical and socially responsible objectives – organizations like the Co-op or the
Body Shop have objectives which are based on their beliefs on how one should treat
the environment and people who are less fortunate.
•  Public sector corporations are run to not only generate a proﬁt but provide a
service to the public. This service will need to meet the needs of the less well off in
society or help improve the ability of the economy to function: e.g. cheap and
accessible transport service.
•  Public sector organizations that monitor or control private sector activities have
objectives that are to ensure that the business they are monitoring comply with the
laws laid down.
•  Health care and education establishments – their objectives are to provide a
service – most private schools for instance have charitable status. Their aim is the
enhancement of their pupils through education.
•  Charities and voluntary organizations – their aims and objectives are led by the
beliefs they stand for.

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Marketing Objective
These are supporting marketing-related actions for the marketing department that represent the business objectives. It
should be:
•  S – Specific – objectives are aimed at what the business does, e.g. a hotel might have an objective of filling 60%
of its beds a night during October, an objective specific to that business.
•  M - Measurable – the business can put a value to the objective, e.g. €10,000 in sales in the next half year of
trading.
•  A - Agreed by all those concerned in trying to achieve the objective.
•  R - Realistic – the objective should be challenging, but it should also be able to be achieved by the resources
available.
•  T- Time specific – they have a time limit of when the objective should be achieved, e.g. by the end of the year.
“Launch the new product of Brand X. Increase people talking about the
product by 10% in 1 month.”

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Path-to-Purchase

Trina
30 yrs old
Entrepreneur
Restaurant
Married
1st time expectant
mother (2nd
trimester)
PROGRESSIVE
MOMS

Paola
29 yrs old
Entrepreneur
Food Manufacturer
Married
with 1 yo son
Diane
32 yrs old
Systems Manager
FMCG
Married
2 mos. pregnant
With 2 yo son
Sarah
27 yrs old
Managing Editor
Fashion Magazine
Single mom
with 1 yo son

It’s
a
new
morning
–
;me
to
put
my
Mom
Hat
on!
I
wake
my
son

up
so
that
he,
my
husband
and
I
can
have
breakfast
together.
I

squeeze
a
bit
of
bonding
;me
aEerwards
by
giving
him
a
bath
and

playing
with
him
before
I
prepare
for
the
work
day
ahead.

Most
of
my
morning
is
focused
on
my
son,
but
when
I
have
the

;me,
I’d
check
my
Facebook
and
Instagram
accounts
to
be

updated
on
the
social
media
world.
The
TV
is
blaring
the
news

in
the
background
and
it
helps
keep
me
in
the
know
of
current

events
both
locally
and
abroad.

I’m
glad
my
husband
is
my
partner
in
this.
We
bond
over

breakfast
before
heading
over
to
the
oﬃce,
with
a
news
cable

TV
channel
in
the
background
to
keep
us
updated
of
current

events
in
and
out
of
the
Metro.

The
sun
is
out,
but
I
know
today
is

special
because
my
baby
is
becoming
a

bigger
part
of
me.
I
grow
curious
by
the

day
so
I
eagerly
use
my
smartphone
to

visit
Facebook
pages
like
Smart

Paren9ng
to
know
more
about
my

baby’s
development.
I
like
keeping
my

family
and
friends
in
the
loop
about
my

pregnancy
so
I
post
a
status
update
or

a
photo
on
Facebook
or
Instagram.

MORNING

Day
in
the
Life

Lunch
and
in-‐between
breaks
give
me
;me
to
go
online
and

check
social
media
like
Facebook.
I
also
like
browsing
through

eCommerce
websites
such
as
Amazon,
Lazada
and
Zalora.
If
I

find
an
item
that
I
like,
I
buy
it
since
I
don’t
have
enough
9me

to
visit
the
malls,
myself.
Likewise,
I
prefer
to
do
online

banking
because
it’s
quick
and
very
convenient.

Arriving
in
the
office
triggers
me
to

put
my
Boss
Hat
on.
I
oversee
my

team’s
work,
finish
my
own
set
of

deliverables
and
aQend
several

mee;ngs
in
the
span
of
one
day.

Despite
my
busy
work
schedule,
I

find
9me
to
call
my
son’s
yaya
to

check
up
on
him.

Using
my
work
laptop,
I
window
shop
for
clothes
and

accessories
in
eCommerce
websites
like
Amazon,
Lazada
and

Zalora.
There
is
so
much
online
merchandise
for
babies,
as

well,
but
I
prefer
to
buy
them
in
store
to
make
sure
that
my

baby
uses
nothing
but
the
best.
Of
course,
I
never
forget
to

check
my
Facebook
account
to
get
my
social
media
fix.

Being
pregnant
hasn’t
stopped

me
from
being
the
go-‐geQer

that
I
am.
A
big
bulk
of
day
is

spent
at
work,
ensuring
I
stay

on
top
of
my
game
so
that
I
can

provide
for
my
baby.

Good thing there are lunch and snack breaks because I
get easily tired recently.
MIDDAY
to
AFTERNOON

Day
in
the
Life

When
I
get
home,
the
Mom
Hat
goes
back
on.
The
family

gathers
around
the
dinner
table
and
we
have
dinner.
I

personally
feed
my
son
to
make
up
for
all
the
;me
I
spent
away

from
him.
I
have
him
drink
formula
milk
as
a
supplement
to
his

daily
food
intake.
AEer
dinner,
we
watch
Disney
Channel
and

other
kid-‐friendly
channels
that
my
son
loves.
I
don’t
want
him

to
stay
up
too
late
so
I
get
him
ready
for
bed
and
put
him
to

sleep
with
a
lullaby.

It’s
been
a
long
day
in
the
oﬃce
and

I
cannot
wait
to
see
my
husband
and

son
again.
With
radio
sta;ons
like

89.9
and
93.1
playing
on
the
radio,
I

hurriedly
drive
home
to
have
dinner

with
my
family.

We
share
a
good
dinner
meal
together
and
have
the
TV
on
so
that

we
can
watch
local
networks
like
ABS-‐CBN
and
GMA
for
news.

Because
I’m
pregnant,
my
doctor
has
prescribed
that
I
drink

Anmum
for
my
baby’s
body
and
brain
development;
but
since
I’m

not
much
of
a
milk
fan,
I
go
for
the
chocolate
variant.
I
also
add

medicinal
supplements
and
Malunggay
to
my
healthful
diet
to

ensure
I
get
all
the
nutrients
I
need
for
a
good
pregnancy
and
safe

delivery.

and how I beat work stress despite my feeling a few aches
and pains in my body.
AEer
a
long
day
at
work,
I’m
thankful

for
radio
sta9ons
like
89.9
and
93.1

that
have
fantas9c
and
up-‐to-‐date

playlists
I
can
listen
to
on
the
drive

back
home.
When
I
get
home,
I’m

excited
to
tell
my
husband
about
the

baby’s
kicks

EVENING

Day
in
the
Life

The
day
is
almost
over
and
it’s
;me
to
relax
and
unwind.
I

cannot
get
enough
of
learning
as
much
as
I
can
about
my
baby’s

development
in
my
tummy
so
I
visit
websites
like
BabyCenter

and
open
apps
like
Baby
Bump
to
get
as
much
informa9on
as
I

can
to
be
the
best
mother
to
my
child.
Personally,
I
only
trust

credible
sources
that
are
backed
by
a
pediatrician
or

specialized
doctor
and
not
merely
rely
on
celebrity

endorsements
in
making
future
decisions
for
my
baby.

Before
I
turn
in
for
the
night,
I
check
my
Facebook
and

Instagram
accounts
and
my
personal
and
work
e-‐mails.
I
cannot

wait
to
share
more
pregnancy
updates
as
the
days
pass,
but
for

now,
it’s
;me
to
sleep
and
give
my
baby
and
I
a
good
night’s

rest.

LATE
NIGHT

Day
in
the
Life

It’s
been
a
long
day
but
I
make
sure
to
spend
quality
9me
with

my
husband.
I
put
the
Wife
Hat
on
as
we
watch
TV
together;
we

prefer
watching
cable
TV
through
entertainment
networks
like

HBO,
Star
Movies
and
Fox.
We
turn
the
channel
to
local
news

networks
from
;me
to
;me
to
see
the
latest
news
updates.
I

also
read
Smart
Paren9ng
and
webMD.com
ar9cles
for

paren9ng
ar9cles
and
9ps.

Before
I
go
to
bed,
I
check
my
Facebook

and
Instagram
accounts
and
my
personal

and
work
e-‐mails.
I
am
happy
to
be
blessed

with
a
fulﬁlling
career,
but
more
so
a

wonderful
family
that
completes
my
life.

Motherhood
is
deﬁnitely
life-‐changing.

WEEKENDS

Day
in
the
Life

I
look
forward
to
the
weekend
because
I
spend
extra
quality
;me

with
my
husband.
We
go
to
the
mall
to
eat
at
our
favorite

restaurant
and
to
watch
the
latest
blockbuster;
we
drop
by
the

grocery
store
to
fill
our
stock
of
organic
food
as
we’ve
been
extra

health-‐conscious
since
I
found
out
I
was
pregnant.

Weekends
are
also
the
perfect
;me
for
rest
and
relaxa;on.
When

I
stay
at
home,
I
go
online
using
my
laptop
to
visit
more

pregnancy
and
baby-‐related
websites;
I
keep
updated
with
my

family
and
friends
through
their
social
media
accounts.
My

favorite
part
of
the
2-‐day
break
is
my
alone
;me
with
baby
–
I

play
classical
music
to
soothe
both
of
us.

I
feel
so
connected
with

my
baby
that
I
cannot

wait
for
the
day
I
finally

meet
the
liQle
one.

Since
I
spend
five
days
a
week
at
work,
my
weekends
are
especially

dedicated
to
my
family.
We
like
going
to
the
mall,
where
we
end
up

buying
a
shiny
new
toy
that
my
son
sees.
We
eat
at
a
family-‐
friendly
restaurant
and
visit
the
grocery
stores
like
Rustan’s
Fresh

or
S&R
to
buy
our
weekly
essen9als,
par9cularly
my
son’s
formula

milk,
diapers
and
other
baby
needs.

We
also
like
having
our
family
and
friends
visit
our
house
to
see
my

son.
Our
children
have
small
playdates,
while
the
other
parents

and
I
catch
up
on
the
latest
in
each
other’s
lives.
My
mom
and
dad

also
pay
a
visit
to
take
care
of
my
son.
It’s
nice
to
know
that
my

husband
and
I
are
not
alone
in
raising
our
liQle
baby
boy.

Shopping
Influencers
and
Behavior

“I
read
“Project
Mom”,
a
book
wriQen
by
Amanda
Griffin

and
Bianca
Elizalde.
I
rarely
get
influenced
by
celebrity

endorsers
but
I’m
glad
this
book
was
backed
by
scien;fic

research.“

“Upon
giving
birth,
I
breasded
my
baby,
but

eventually
switched
to
formula
milk

as
;me
passed.“

“My
shopping
preference
is
wide
–
from
luxury
brands

like
Louis
VuiQon
and
Gucci
to
global
ones
like
H&M
and

Zara;
in-‐store
and
department
store,
depending
on
my

purchase
item.“

“I
chose
a
premium
formula
milk
brand
for
my
child,

mainly
because
my
child
liked
the
taste
and
didn’t
have

bad
reac;ons
to
it.
“

.
.
SOURCE:
Nielsen
CMV
Basic
Q4
2014

Their
media
usage
/
content
consump9on
is
clearly
going
outdoors,
mobile
and
digital

ABC1
MOMS
AGED
20-‐34

.
.
Platforms And Executions Strategy Are Linked Back To
The Marketing Funnel
Reach
Engagement Conversion

SETTING YOUR KPIs: BASIC PLATFORM GUIDELINE
Objective Platform Execution KPI
Awareness Facebook, Youtube, GDN Page Post, Non-skippable ads,
Standard ads
Impressions, Reach, Views
Impact Facebook, Youtube, Yahoo, Top
Publishers
Reach and Requency (high
SOV), Mastheads, Takeovers,
Billboards
Reach, SOV, Exclusivity
Engagement SEM, Facebook, Bloggers Intercept Keywords, Page Post,
Promos, Contests
Clicks, Engagement Rate,
Conversions, Entries
Frequency Facebook, GDN, Youtube Page Post, Standard ads, True-
view (skippable)
Impressions, Reach, Views,
Frequency
Sustaining Facebook, Youtube, GDN Page Post, Non-skippable ads,
Standard ads
Impressions, Reach, Views
Action SEM, Facebook, Mobile Branded and Unbranded
keywords, Like ads, Proximity
Clicks, Entries, Registrations,
New Fans

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VISUAL MEDIA SCHEDULE

.
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BREAK?

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Buying Strategies for  
Small to Medium Enterprise

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What Are We Trying To Do?
• Identify The Right Moments
• Identify Appropriate Platforms
• Roll Out of Campaign

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Popular Paid Digital Media Channels
Digital
Paid
Media
Social
Networks
Ad
Networks
Content
Publishers
Search
Engine
Marketing
Self-
Service
Platforms
6

.
.
POSSIBLE EXECUTIONS
•  Banner advertisements
•  Rich-media banners
•  Video ads
•  Roadblocks / Exclusives
•  Section Sponsorships
•  Mobile Ads
•  SMS
•  Advertorials

.
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Popular Executions

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Banner Ads

.
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Rich Media

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Video Ads

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Road Block / Exclusive Buys
7

Here are Our Formats.
Display
Build your brand image and
make your media investment
stand out more than
benchmark
Audio
Cross-platform immersive
audio ads with great
capabilities to get your
message across
Video
Tell your brand story with
sight, sound, and motion –
cross platform.
Content Solutions
Create engagement
through unique content
that our users love to
experience
Media platform overview

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7
Section Sponsorship

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Article

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PROMOTED DISCOVERY
OUTBRAIN AMPLIFY

.
.
Targeting

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Content targeting

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Daypart targeting
only between 12 & 2pm

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Location targeting

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.
Behavioural targeting
1
Visitors frequently visit different car
types in the ‘Auto’ section
People qualify themselves by their
actions (where they go) and who
they are
3
Advertisements are delivered to
people that are known to be
interested…
…resulting in an improved
connection with people that are
more likely to engage and buy
the products
2
Publisher and supplier build
Behaviour Segments to reach the
target audience

.
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This morning…

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Browsing through my newsfeed..

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On my proﬁle..

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My best friend's proﬁle..

.
.
Basic Online Terminologies
CPM = cost per thousand impressions
•  Cost for every 1,000 ad exposures
CPC = cost per click
•  Cost for every click
CPV = cost per view
•  Cost for every view of your video
CPA = cost per acquisition
•  Cost for every successful transaction (registration, photo upload, etc.,)
CPE = cost per engagement
•  Cost for every pre-defined engagement made
CPR = cost per reach
•  Cost for every unique impression
CTR = click through rate
•  Delivered clicks / Delivered Impressions
ITR = interaction rate
•  Interactions / Impressions

.
.
Buying Models On Digital Media Evolved As Advertiser Demand For
Interaction And Conversion Increased!

.
.
•  CPM
•  CPV
•  CPR
•  CPA/CPL•  CPC
•  CPE
Buying Models On Digital Media Evolved As Advertiser Demand For
Interaction And Conversion Increased!

.
.
Optimization

.
.
What are we Measuring? Aligning Goals to Metrics
impression
site visit (click)
acquisition/sale
e-mail/site registrant
repeat sale
online
measurable
metrics

completed lead
conversion
funnel

.
.
Optimization
Creative
Optimization
Media
Optimization
Site
Optimization

.
.
The Different Methods Of Targeting Have Led To More Sophisticated
Digital Buying Strategies!

.
.
Buying Strategies for SMEs
Media Planning:
PROS: Reach, brand positioning, add’l media values
CONS: Wastage, ROI
Audience Planning / Self-Serve:
PROS: Accuracy, conversion-driven, cost per action, efﬁciency, optimization, scale, consumer insight
CONS: Less control

BASIC PLATFORM GUIDELINES FOR SMEs
Objective Platform Execution
Awareness Facebook, Youtube, GDN Page Post, Non-skippable ads, Standard ads
Impact Facebook, Youtube, Yahoo, Top Publishers Reach and Requency (high SOV), Mastheads,
Takeovers, Billboards
Engagement SEM, Facebook, Bloggers Intercept Keywords, Page Post, Promos,
Contests
Frequency Facebook, GDN, Youtube Page Post, Standard ads, True-view
(skippable)
Sustaining Facebook, Youtube, GDN Page Post, Non-skippable ads, Standard ads
Action SEM, Facebook, Mobile Branded and Unbranded keywords, Like ads,
Proximity

.
.
Intro to Buying Strategies for Larger
Companies via Agencies

.
.
The Digital Eco-system In The Eyes Of A Digital Media Planner
Planning
Insighting Tools
Audience Measurement Tools
Buying
Publishers
Ad Networks
Digital Production Houses
3rd party ad servers
Planning / Buying
Performance Tracking
3rd party ad servers
Monitoring / Reporting
The process is relatively simple and you will get a hang of it once
you start working on media strategies and plans.

.
.
audience measurement consumer insight
competitivecampaign performance
Tools of the Trade

.
.
Advantages Of Working With A Media Agency
•  Expertise
•  Savings
•  Efﬁciency
•  New Technology
•  Consolidated Learnings

.
.
CONSUMER ACTION: SEE
ROLE: AWARENESS
Rank
Placorm
Types
of
Content
Nature
of
content
Execu9on
Metrics
Treatment
Notes

1
Facebook
Photo
Product
RTB
Page
Post
Photo
Reach

Not
text
heavy
(20%
text
rule),
photo

should
be
not
cluQered

2
Facebook
Video

Made
for
online
-‐

Webisodes

Page
post
video
(Reach
and

Frequency
buy
-‐
63%)

Reach

Cap;on
and
thumbnail
should
already

hook
users
and
en;ce
them
to
watch
the

video

-‐
Cheaper
CPM
if
booked
early

-‐
Cuong
the
placements
is
not

advisable
as
FB
will
penalize

brand
page

3
Youtube
Photo
/
Video
Branded
photos
/
Videos
Masthead
Impressions
Less
words;
can
be
used
to
create
impact

4
Google/
Cadreon
Photo
Branded
photos
Sta;c;
banner
ads
Clicks

more
product
logo,
less
words

4
Cadreon
Photo
Branded
photos

Rich
media
ads,

mastheads,
take
overs

Clicks
/
Impressions
/

Engagement

Rch
media
ads,
mastheads,
take
overs

5
Youtube
Video

Pure
branded
ads
-‐
TVC,

extended
version,
BTS

Pre-‐roll
(Es;mated
50%
of

Youtube
TM)

Views

-‐
30s
or
shorter

-‐
recommend
to
not
use
non-‐skippable
to

avoid
irrita;ng
the
target

5
Youtube
Video

Made
for
online
-‐

Webisodes

Pre-‐roll
(Es;mated
22%
of

Youtube
TM)

Views

-‐
30s
or
shorter

-‐
recommend
to
not
use
non-‐skippable
to

avoid
irrita;ng
audiences

-‐
supplement
to
Facebook
to

manage
cost
and
reach

6
In-‐app
Photo
Standard
Banners
Sta;c
or
Animated
banners
CPC/CPM

Most
people
would
do
in
mobile

what
they
will
do
in
desktop

7
Spo;fy
Audio
ads
RC
type
of
contents
Audio
streaming
Impressions

Treat
as
an
online
RC
with
CTA
(clicks
to

site)

Ranked by REACH POTENTIAL

.
.
CONSUMER ACTION: THINK
ROLE: CONSIDERATION
Ranked by ENGAGEMENT POTENTIAL
RANK
Placorm
Types
of
Content
Nature
of
content
Execu9on
Metrics
Treatment
Notes

1
Facebook
Photo
(sta;c,
GIF)

Photos

and
cap;ons
-‐

brand
message

Page
Post
Photo
Clicks

Not
text
heavy
(20%
text
rule),
photo

should
be
not
cluQered

Evaluate
via
engagement
rate
-‐-‐
to

op;mize
material
versions

2
Facebook
Video

Made
for
online
-‐

Advocacy,
na;ve,

entertaining

(w/
intent
to
be
viral)

Page
post
video
(Auc;on

buys)

Views

comple;on
rate

Cap;on
and
thumbnail
should
already

hook
users
and
en;ce
them
to
watch
the

video

-‐
Cheaper
CPM
if
booked
early

-‐
Cuong
the
placements
is
not

advisable
as
FB
will
penalize
brand

page

3
Youtube
Video

Made
for
online
-‐

Advocacy,
na;ve,

entertaining

(w/
intent
to
be
viral)

Pre-‐roll
(Es;mated
22%
of

Youtube
TM)

Views

comple;on
rate

-‐
30s
or
shorter

-‐
recommend
to
not
use
non-‐skippable
to

avoid
irrita;ng
audiences

-‐
supplement
to
Facebook
to

manage
cost
and
reach

4
Publishers
Ar;cles

Na;ve
Ads,
Sponsored

Post,
Branded
Content

Webvertorials

Page
Views

ATS

Natural
to
the
source.
Topics
should
not

be
too
niche

Ac;vate
traﬃc
drivers
to

maximize
content

5
TwiQer
Statements

Moment
marke;ng,

Registra;on
Cards,
Polls

KOL
Posts,
Registra;on

Cards,
Polls

Engagement

Timebound:
denotes
immediacy

6
Online
KOLS
Posts
in
FB,
IG,
TW

No.
of
posts

Paid
boos;ng
support
to
make
the

most
of
KOL
content

7
Blog
posts
Product
Reviews

No.
of
posts

Monitor
page
views
and
average

;me
spent

.
.
CONSUMER ACTION: DO
ROLE: PURCHASE OR TRIAL
Ranked by CONVERSION POTENTIAL
RANK
Placorm
Types
of
Content
Nature
of
content
Execu9on
Metrics
Treatment
Notes

1
Facebook/
Instagram
Drive
to
site

Drive
to
site
-‐
sampling,

promo
or
product
purchase

Clicks
to
website
Clicks
Catchy
headliners
based
on
content

1
Facebook/
Instagram
Photos
Promo;on
Carousel
ads
Clicks
Catchy
headliners
and
photos

2

EDM
(electronic

direct
mail)

Coupons

Impressions

Could
be
printed
by
target
to
claim

sample
in-‐store

3
Mobile
SMS

Drive
to
site
or
store
-‐

sampling,
promo
or

product
purchase

Impressions

Loca;on
speciﬁc;
monitor
results

(walk-‐ins,
claims,
etc)

4

Waze/
Uber/

Grabtaxi

Couponing/Drive
to

store

Impressions

5
Sample
room

Claimed
sample

.
.
In Summary
Digital Media can address all stages of the
marketing funnel
The Digital landscape comes with different
kinds of partners, providers and processes
Paid media can be bought from media
owners as well as many types of resellers

.
.
In Summary
Programmatic buying makes real time bidding,
real time optimization, and retargeting possible
Planning is as important as optimization
It is important to understand Target Audience
behavior online

.
.
In Summary
The more targeted, the less people are going to
see you but the more costly to get them
Facebook offers various ways of connecting to
your audience
It Is important to get insights from past campaigns
and develop learnings based on best practices

Understand the Context of the Ad Placement 
The greater the interruption your ad is to what someone is doing online, the less likely they are to interact or click on it. You need to
understand the context in which your desired audience will see your ads, and how the imagery will appear in relation to the content
they are consuming (i.e. on the publisher’s site).
Maintain a Consistent Look and Feel 
Ensure the Display ad creative reflects the landing page and the call-to-action matches. A disconnect between the ad and the landing
page can result in increase bounce rates and put consumers off.
Measure Engagement as well as Impressions and Clicks 
It’s fine to measures impressions and clicks for Display media, but it’s not the primary way to measure engagement. Understand how
consumers are engaging with the ad unit (e.g. Interaction Rate) and how they interact with your content post-click (e.g. average dwell
time, average no. of page views, no. of interactions, exit pages, bounce rates etc.) and use this data to optimize your campaigns.
Think of display ads as the first sentence in a conversation, rather than the last word.
Ensure Ads are Shareable and Talk-Worthy  
Be sure you enable consumers to share, like and talk about your adverts by placing social networking functionality inside the ad unit.
Activation Considerations for Display

Ensure Your Brand Site is Optimized for Mobile
Rather than build a new mobile site, consider building a mobile optimized presentation layer of your existing website. Make sure your content is
correctly meta-tagged so the mobile version of your site displays streamlined content.
Use Web Standards Technologies
Ensure your mobile site is built using web standards technology like HTML5 and CSS3 to ensure your site is compatible with all mobile devices.
Add QR Codes
Use QR codes on pack and on advertisements to enable consumers to discover your mobile content quickly. Consider partnering with a mobile
developer and branding an existing QR code reader.
Run Promotions and Offers via Mobile
Consider using mobile vouchers to ‘close the sale’ and encourage trial and repurchase.
Build Useful Applications
One in four mobile applications are never used after the initial installation, so ensure you build applications that consumers want and will ﬁnd useful.
You should always look to innovate and create a point of difference. The key to a great application is the user experience so ensure you test with a
sample group of advocates before launch.
Use Paid Media to Promote Your Mobile Channel
Use Paid media to seed your applications and generate awareness with your target consumer. Remember your application is one of millions so
consider negotiating with app store operators to feature your app on the homepage to give it prominence. Also consider asking all of your staff to
download the application on the day of release to help it rank in the app charts, which will stimulate organic growth.
Activation Considerations for Mobile

.
.
Thank you!
Q&A
Cristel Gonzales
Digital Director
UM Philippines
cristel.gonzales@umww.com
@tellybelly
@cristelgonzales
@cristelgonzales

Digital Media Strategies 101 (2016)

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