Digital media can be summarized in 3 sentences:
Online advertising revenues in the US have grown significantly and are projected to continue growing, however the market is highly concentrated among a few large players like Google and Yahoo. While inventory is essentially infinite, pricing faces constant downward pressure from new sites and networks. Digital media is uniquely measurable, allowing advertisers to track performance metrics like clicks, actions, and leads for optimization.
A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014.
This is a great initiative organised by lecturer, Mr David Reid.
Today, we will cover the following agenda items:
- Introduction
- Relationships
- Digital update & opportunities
- 5 step work-flow
- Q&A's
If you have any questions, please contact me on:
damus@puglifeadsolutions.com.au
A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014.
This is a great initiative organised by lecturer, Mr David Reid.
Today, we will cover the following agenda items:
- Introduction
- Relationships
- Digital update & opportunities
- 5 step work-flow
- Q&A's
If you have any questions, please contact me on:
damus@puglifeadsolutions.com.au
Presented at TMKedu by Craig Stein on August 6, 2014
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Webinar Presentation: gemiusAdReal™ – Real Digital Campaign ResearchIAB Europe
gemiusAdReal™ – Real Digital Campaign Research presentation for the IAB Europe Webinar: Research Awards Winners – Advertising Effectiveness and Cross-device Measurement
Presented at TMKedu by Craig Stein on August 6, 2014
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Webinar Presentation: gemiusAdReal™ – Real Digital Campaign ResearchIAB Europe
gemiusAdReal™ – Real Digital Campaign Research presentation for the IAB Europe Webinar: Research Awards Winners – Advertising Effectiveness and Cross-device Measurement
Chances are your content sucks. Don't fret. In this SlideShare presentation, we will share 10 ways to help your content go viral like BuzzFeed plus real-life examples to get you started. http://www.happymarketer.com/
TMK.edu Site Direct, Video, & Social Presentation: July 2015 The Media Kitchen
Presented by Ashley Sobel: July 29, 2015
This presentation will address how consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
State Of Online Video - TIMA presentationLouise_Gordon
Glen Caruso presented a very insightful and agnostic overview of what is happening with online video. This was our last Triangle Interactive Marketing Association topic for 2009.
Christy Belden, VP of Media + Marketing, discusses what you need to know about digital advertising for your business, including ad targeting, ad networks vs. direct publisher, statistics around digital advertising, current trends and best practices.
Diversification of Digital, by LeapFrog InteractiveLEAP
This presentation was given by Christy Belden, VP of Media+Marketing at LeapFrog Interactive, on Thursday, May 26, 2011. As the third installment of the Power of Digital marketing series, a partnership between LeapFrog Interactive and Business First of Louisville, this presentation outlines the history of digital banner advertising, best practices, and need-to-know information. This presentation explores the basics of digital advertising, or display/banners ads. Topics include key terminology, ad formats, thought leaders + regulatory organizations, analytics + measurements, and best practices. Prepared by Emily Carroll and Brittany Burdoine-Lewis. Presented by Christy Belden.
We continuously support our ad-agency clients, and are forever looking for new innovative ways to do that.
One way is through our Demystify Digital Guides. This is the second instalment in the series and focuses on Programmatic Radio.
DIGITAL MARKETING,Ad Operations & TERMS,AD CAMPAIGN,REVENUE UNITS IN DIGITAL ADVERTISING,LIFE OF AN AD CALL,VPAID,TYPE OF CREATIVES,TARGETING,AD TYPES
ad selection Algorithm,Types of Advertising,SALES FUNNEL,REMNANT INVENTORY
ABCs of Brand Advertising
This hands-on workshop will teach you how top brand advertisers use the web for marketing, what it takes to get their attention and how you can create innovative programs for brand advertisers.
Led by Shari Gunn, Vice President Advertising & Business Development, Kaboodle , Director, Marketing, Hearst Digital Media, VP, Marketing, Primedia’s Automotive Enthusiast Group
Nothing connects like video. As the Internet gets even faster and more global, digital video is making its own new stars, changing how news is reported, and has the potential to affect the rise and fall of governments.
In the last decade, digital has made video incredibly easy to produce and watch,bringing new energy to media companies, content creators, and advertisers. Big brands are finding more ways to connect with video viewers across the web.Traditional print publishers are finding new audiences and revenue streams in video, while entertainment broadcasters are moving to online distribution.
One thing all these diverse industries have in common: their ad models are evolving to make the most from digital video.
Google partners with many advertisers and publishers who are embracing the video opportunity, which is why we're presenting this collection of research notes with insights gleaned from Google’s video advertising solutions. We'll highlight some of the transformative changes in digital instream video advertising so far, and add more as new findings are uncovered.We hope you find it useful.
2. Overview US Internet Advertising Marketplace Selling Digital Media – Some Key Facts Marketplace Challenges How Do We Sell and What Are We Selling? Ad Placement Examples How is Digital Media Measured? Appendix 2
3. US Internet Advertising Market Note: Figures are net advertising revenues Sources: IAB, Barclays (Feb 09), MAGNA (Jan 10), Jack Myers (Jan 10), Morgan Stanley (Feb 10), UBS (Mar 10), eMarketer (Dec 09), PWC (Jun 09) 3
4. 4 Total Internet Marketing Estimates DMN Estimates Analyst Estimates Note: Jack Myers numbers adjusted to be aligned with IAB numbers in order to incorporate growth rates Sources: IAB, Barclays (Feb 09), MAGNA (Jan 10), Jack Myers (Jan 10), Morgan Stanley (Feb 10), UBS (Mar 10), eMarketer (Dec 09), PWC (Jun 09). MAGNA (Jan 10), eMarketer (Dec 09) and Forrester (Jul 09) numbers were used to calculated the breakdown across internet subcategories
5. 5 Online Video Estimates DMN Estimates Analysts Estimates Sources: Barclays (Feb 09), MAGNA (Apr 09), Jack Myers (Jan 10) eMarketer (Dec 09) Note: DMN Estimates for 2009-201 are an average of estimates; 2011-2013 calculated using projected growth rates
6. 6 Large scale is very rare commodity on the internet Google, Yahoo, MSN, AOL are nearly the only ones As a result, revenue is very concentrated among a few companies Selling Digital Media – Some Key Facts
7. 7 Over 70% of Ad Revenue Derived from Top 10 Sites INDUSTRY CONCENTRATION – LEADING AD SALES COMPANIES Source: US Online Advertising – IAB/ PricewaterhouseCoopers April 2010
8. 8 Selling Digital Media – Some Key Facts Inventory is essentially infinite TV is constrained by time – there are only 24 hours in a day, specific number of units in an hour Online is not limited by time New websites can explode quickly creating large amounts of new inventory that didn’t exist YouTube, MySpace, Hulu, Facebook, Twitter This elastic supply creates constant pricing pressure There is always a way a marketer can get “their money down”
9. 9 Selling Digital Media – Some Key Facts Internet media is uniquely amenable to quantitative analysis and ROI calculation Advertisers track users directly through their own ad servers Creative is interactive, potentially allowing tracking from exposure to purchase CPM is not the only basis for measuring efficiency and optimizing a campaign Click through, cost per action, cost per lead, etc. are also planned for
10. 10 Selling Digital Media – Some Key Facts Types of Online Media Sales Outlets Websites: Publisher sites ABC.com ESPN.com, MTV.com, Social Networks MySpace.com, Facebook.com, User Generated sites and blogs TMZ, PerezHilton, Gawker, Portals- aggregators of content, email and instant messenger: Yahoo, MSN, AOL Affiliate Networks/Syndication - A network of sites that share content and traffic with one another. Glam, CBS Audience Network Ad Networks-Media companies that serve ads across thousands of sites: Value Click, Fastclick, Contextweb, Tremor, YouMe, and Advertising.com
11. Marketplace Challenges Growth of Syndicated Content and Ad Networks Flooding the marketplace with impressions Driving down pricing “An impression is an impression” Digital buyers interested in targeting specific demo regardless of context Brand association less relevant in digital Explosion of video ad networks offering targeted demos across multiple content providers Premium CPM’s more difficult to achieve Syndicated Measurement Not Consistent
12. 12 How Do We Sell? We don’t have the scale to play in the tonnage marketplace Strictly premium players Unique content Strong brands Packaged with sponsorships More and more video centric packages Cross media programs – digital extensions of TV sponsorships
13. 13 What Are We Selling? Display advertising (includes Rich Media) Video advertising Sponsorships
14. Web Page Ad Placements 728x90 Leaderboard Synched Video Logo :15/:30 Streaming Video Pre-roll 300x250 Rectangle 14
19. 19 How Are Digital Sponsorships Sold? Focus on contextual relevancy Sponsorship opportunities “out of the box” components Heavier skew towards video opportunities Am I the first?
20. How Are Digital Sponsorships Evaluated? What % of cost is sponsorship vs. other Video vs. Non-Video On-air support? How is the sponsorship going to be promoted? Historical performance
21. 21 Note the Differences Between TV and Online Planning/Pricing Impression Vs. Unit Cost Placement impressions Vs. Rating points Contextual placement Vs. Buying demo Execution/Stewardship Optimizing Vs. ADU Individual delivery Vs. Mass delivery Placement performance Vs. Daypart/demo performance Measurement/Payment AD Server Vs. Nielsen
22. 22 How is Digital Media Measured? 3rd Party Ad Serving used as Currency DoubleClick (DART), Atlas Syndicated Research/Audience Measurement comScore MediaMetrix VideoMetrix Nielsen/Net Ratings @Plan – equivalent to MRI for TV Netview Site Serving Data Omniture, Hitbox Brand Metrics Dynamic Logic Research/Millward Brown/IAG/Frank Magid
23. 23 Core Site Metrics Unique User/Viewer: Unique individual/browser that has accessed a site within 30 days. Time Spent: Amount of time a user(s) spends on a specific site in an average visit Page Views:A page view or page impression is a request to load a single page of a website Total Visits: The amount of visits a site has received in a given period of time including the same user multiple times
24. 24 Core Video Metrics Episode Start/Video Start: Occurs when a user clicks to launch an online video. Unique Viewer: Unique individual/browser that has accessed a video within 30 days. Time Spent: Amount of time a user(s) spends watching video at normal speed. Ad Start:A video ad which starts to play. Ad Complete/% Complete: When a video ad has been played out fully from beginning to end, or the percentage of the ad the ad that was played out.
26. 26 Appendix Online Glossary: Actualization: When a online campaign is stopped and billed on actual delivery Banner: A graphic advertising image displayed on a web page Bandwidth: The transmission rate of a communications line or system. This is the amount of data that can be communicated through a communications line at a certain time Beta: A test version of a product Bit Rate: A measurement of bandwidth which indicates how fast data is traveling from one place to another. Expressed in in kilobits per second (KBPS) or megabits per second Blog: Generic name for a website featuring regular posts arranged chronologically, typically inviting public comments from readers Video Blog: A blog that comprises video. Regular entries are typically presented in reverse chronological order and often combine embedded video or a video link with supporting text or images. Broadband: An internet connection that delivers high bit-rate-any bit above 266 kbps. Cable modems and DSL offer broadband connections
27. 27 Appendix Broadband Video Commercial: TV like advertisements that may appear as in page video commercials before, during and/or after a variety of content Click: Metric which measures the reaction of a user to an internet ad Click Rate: Ratio of ad clicks to ad impressions served Click Through: The action of following a link within an advertisement or editorial content to another site or webpage CPA: Cost Per Action; cost of advertising based on a visitor taking a specific action in response to an ad CPC: Cost per click; cost of advertising based on the number of clicks received Page View: A page view (PV) or page impression is a request to load a single page of an Internet site. On the World Wide Web a page request would result from a web surfer clicking on a link on another HTML page pointing to the page in question Streaming: An internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then “streams” small packets of information over the internet to the user, who can access the content as is received.
28. 28 Appendix Time Spent: The amount of time a user spends on a specific site in a un a unique session Total Visits: The amount of visits a site has received in a given period of time, this can include return visits from unique users Unique User: Unique individual or browser which has either accessed a site or unique content and/or ads within 30 days Unique Viewer: Unique individual or browser that specifically viewed video content on a site within 30 days