This document provides an overview of online advertising for non-profits from Nasser Asif of See3 Communications. It covers the essentials of display, video and behavioral targeting, what to realistically expect from paid media, key terms, the deployment process, working with media vendors, and tips on when to hire an agency versus going DIY. Examples are given of how non-profits can leverage retargeting and video advertising. Metrics like impressions, reach, frequency and cost per click/action are defined.
Google Display Targeting Methods, a Semetis approachSemetis
Semetis is a Search & Web Analytics agency who likes to share best practices approaches. You will find here a detailed presentation on Google Display Network targeting methods compiled with thanks to Semetis expertise and know-how.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Profitable Tactics For Crushing Your Competition’s CampaignsWhatRunsWhere
WEBINAR: Profitable Tactics For Crushing Your Competition’s Campaigns
Ready to take advantage of your competitor’s strategy so you can build profitable campaigns?
Uncover...
- Which of your competitors’ ads are driving the most success
- How to pinpoint their most profitable traffic sources
- Where to focus your mobile advertising efforts
- How you can cut down split testing, while still optimizing
- Where to spot other top-performing advertisers targeting the same niche
- What steps to take to become more visible and crush your competitors!
Check out these slides and you’ll learn how to spy on your competitor’s campaigns in order to uncover their most profitable strategy secrets.
Find out how you can boost your campaign success using their marketing insights.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
Google Display Targeting Methods, a Semetis approachSemetis
Semetis is a Search & Web Analytics agency who likes to share best practices approaches. You will find here a detailed presentation on Google Display Network targeting methods compiled with thanks to Semetis expertise and know-how.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Profitable Tactics For Crushing Your Competition’s CampaignsWhatRunsWhere
WEBINAR: Profitable Tactics For Crushing Your Competition’s Campaigns
Ready to take advantage of your competitor’s strategy so you can build profitable campaigns?
Uncover...
- Which of your competitors’ ads are driving the most success
- How to pinpoint their most profitable traffic sources
- Where to focus your mobile advertising efforts
- How you can cut down split testing, while still optimizing
- Where to spot other top-performing advertisers targeting the same niche
- What steps to take to become more visible and crush your competitors!
Check out these slides and you’ll learn how to spy on your competitor’s campaigns in order to uncover their most profitable strategy secrets.
Find out how you can boost your campaign success using their marketing insights.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
How to Show your ads on different websites with Google dispay networkleadsdubai
Your users spend more time on websites then search. Show them text, image video ads based on content they visit. Its highly relevant ads. more tools discussed. Leads Dubai is a Lead generation company
Vizury's Demand Side Platform enables a marketer to chose Audiences & Display Inventory, Provide customized messaging options and campaign outcomes, all in a unified interface.
MaxAxion is a specialist, performance focused, digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising.
How can display advertising benefit your business?Infront Webworks
Online advertising reaches customers through ad placements across millions of publisher sites
Customers consider, purchase and advocate brands online
95% of users’ time online is spent on content sites
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
Across Media and Device: Monetizing advertising inventory in display, video a...Tribal Fusion
Rick Abell, VP for publisher delivery for Exponential, delivers a presentation at the AdMonster Publisher Forum in Vienna 19th June on "Across Media and Device: Monetizing advertising inventory in display, video and mobile"
Presentation by Rick Abell, VP of publisher delivery for Exponential, at admonsters European Forum on monetizing advertising inventory in display, video and mobile.
How to Show your ads on different websites with Google dispay networkleadsdubai
Your users spend more time on websites then search. Show them text, image video ads based on content they visit. Its highly relevant ads. more tools discussed. Leads Dubai is a Lead generation company
Vizury's Demand Side Platform enables a marketer to chose Audiences & Display Inventory, Provide customized messaging options and campaign outcomes, all in a unified interface.
MaxAxion is a specialist, performance focused, digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising.
How can display advertising benefit your business?Infront Webworks
Online advertising reaches customers through ad placements across millions of publisher sites
Customers consider, purchase and advocate brands online
95% of users’ time online is spent on content sites
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
Across Media and Device: Monetizing advertising inventory in display, video a...Tribal Fusion
Rick Abell, VP for publisher delivery for Exponential, delivers a presentation at the AdMonster Publisher Forum in Vienna 19th June on "Across Media and Device: Monetizing advertising inventory in display, video and mobile"
Presentation by Rick Abell, VP of publisher delivery for Exponential, at admonsters European Forum on monetizing advertising inventory in display, video and mobile.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Chapter Four- 4 Digital Display Advertisement (DDA)Edem Adzroe
Detailed analysis of DDA (Digital Display Advertisement) comprising of types of banners ads and sizes be it leaderboards, skyscrapers, island, MPU (Mid-Placement Units), HTPO and etc...
Sampling of the topics covered as part of the one day intensive Coffee is for Closers sales seminar for entrepreneurs. See www.coffeeclosers.wordpress.com for more information
Here are some tips to measure the ROI for an outdoor advertisement. For outdoor advertisement in Dubai, visit: http://www.backlitemedia.com/out-of-home-media/
We dive deep into 8 of our BEST tips for writing an effective ad. You will learn actionable strategies to help optimize your clicks and transform your Google & Facebook ads.
You will also discover:
Ways to meet the users needs.
Methods to optimize for smaller devices.
How to use ad copy to prevent wasted clicks.
The truth about keyword stuffing & so much more!
Looking for a proven way to boost your organization's fundraising, donor retention, email signups, and more? With Personalized Video, one compelling video becomes thousands of personalized ones - leading to greater viewer engagement.
Join See3 and the Alzheimer’s Association to learn the science behind why personalization markedly increases donations and engagement through individual viewer connection. We also take a look at how the Alzheimer's Association successfully uses Personalized Video for two annual events, the Walk to End Alzheimer’s and The Longest Day, leading to substantial increases in fundraising success.
Featuring:
- See3 CEO Michael Hoffman
- Alzheimer's Association Director of Digital Fundraising and Constituent Events Noel Beebe
Stories Matter: Equity in Storytelling for the Digital AgeSee3 Communications
Video and other digital storytelling are critical tools for nonprofits as they seek to communicate, educate, and fundraise. But storytelling also represent a minefield for organizations seeking to promote racial equity and diversity. Organizational stories can reinforce existing biases or become critical tools in the fight for inclusion.
How do we manage these challenges? How does our storytelling relate to our overall work in promoting equity and diversity?
In this session, we’ll look at some principles of equity in storytelling and hear from practitioners about how they navigate the competing priorities, access issues, and work against their own personal and organizational biases. We’ll also look at tools and technology that can help us create more inclusive and participatory storytelling structures.
In this session from the University of Chicago's 2017 OnBoard conference, you will learn how to move beyond a typical mission statement to crafting a powerful mission that drives your organization's brand. With your mission and brand in place, you can leverage the power of content strategy to create a communications-centric culture. You'll leave this session equipped with content strategy tools and insights you can start implementing at your next board meeting.
Presented by:
Bridgett Colling, Digital Project Marketing Manager, See3
Nancy Goldstein, Chief Strategist, Compass(X)
Self-driving cars, cancer-fighting nanobots, social media changing the course of political history...for better or worse, we’re living in the future and facing new digital innovations at a breakneck pace. Is your organization keeping up, or is it going to get run over? In this webinar, See3 offers a glimpse into the digital future, and an introduction to a self-assessment tool to help ensure nonprofits and social causes face it fearlessly.
Featuring: See3 Communications CEO Michael Hoffman and Director of Engagement Miriam Brosseau
The first webinar in See3's diversity series discusses how to create inclusion strategies within your organization. Joined by Desiree Adaway of The Adaway Group.
Put Your Audience First: How to Build an Effective PersonaSee3 Communications
Does your nonprofit understand its target audience? Whether you're looking to connect with potential donors, rally supporters behind your cause, or persuade lawmakers on Capitol Hill, your organization needs to deliver messages and content that prompt the recipient to take action. Yet, all too often, we produce content that sounds like it's produced for ourselves, rather than the people we're looking to reach.
Join See3 and former Chronicle of Philanthropy managing editor Peter Panepento for a lively webinar that will help your organization identify, profile, and reach its target audience. We will walk you through the process of creating effective audience personas that will guide your messaging and inspire action.
At See3, we know making your constituents feel like their voices are heard is crucial to moving your mission forward. Ten years into the social media revolution, people are using social media to speak, but organizations aren’t listening.
In this webinar, Allison Fine will discuss her new book, Matterness: What Fearless Leaders Know About the Power and Promise of Social Media, which focuses on how to make people on the inside and outside matter more to your efforts. Those organizations that continue to work and talk at, rather than with, their constituents will find themselves increasingly irrelevant. Organizational leaders need all of the great energy, know-how, creativity, and networks of their people in their ecosystems to be successful.
Key Takeaways:
- Clear and easy steps for increasing the Matterness in your organization
- A demystification of common and outsized fears that organizations have about the world
- An understanding and need to switch the organizational lens from fear to abundance and from the inside-out to the outside-in
Brandraising: How to Create Relationship-Building CommunicationsSee3 Communications
At See3, we believe a clear and consistent brand is essential for communications success. So we collaborated with the branding experts at Big Duck on a webinar that will help you develop smart messaging for your organization or cause that will help you raise more money in 2015.
As you expand the tools you use to communicate online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book "Brandraising: How to Raise Money and Increase Visibility through Smart Communications", (Jossey-Bass, 2010) this webinar, introduces nonprofits to the concepts of Brandraising that can help you improve your fundraising, outreach and relationship-building communications.
Takeaways:
1. Understand how online communications connect to other channels (on air, in print, in person, mobile)
2. Learn how to use positioning and personality to help keep all your work on track
3. Learn how to speak with a unified organizational voice across all channels, in all tools
For more than a decade, Brent Royer led video marketing strategy and media production for ALSAC/St. Jude Children’s Research Hospital, the nation’s second-largest healthcare charity.
In this webinar, he'll tell you how to create and distribute video that will help your organization increase donors, spread awareness and make an impact.
Content Marketing for Social Good will help you create a strategy for your nonprofit or social cause that uses great content to drive your supporters to action. We'll help you identify your mission, audience, content themes and give you tips for assembling a content creation framework within your organization.
Picking someone to collaborate with your organization on important projects shouldn't boil down to single proposal. In this webinar, See3 gives you a strategy to help define your organization's needs, develop relationships with potential partners, and pick the best vendor to assist with your next project.
Storymakers 2014: Creating a Breakout Story (Hosted by TechSoup)See3 Communications
Learn how your nonprofit, library, or foundation can create better digital stories with advice from some of the most well-seasoned storytellers and creators in social good storymaking.
From Michael Hoffman of See3 and the DoGooder Nonprofit Video Awards, to Joe Lambert of the Center for Digital Storytelling, we'll discuss the ingredients of a break out story and where to turn for inspiration in a cluttered landscape.
Adding text to your video content - like transcriptions and translations - might just be the key to upping your video views and impact. Find out how to use tools like Dot Sub (http://see3.com/video-translation-services-expand-your-reach-online) to cheaply and easily increase the searchability and reach of your videos.
Too often nonprofits are scrambling to post on Twitter and Facebook, without thinking through how digital tools should be part of your organization's strategic goals.
In this presentation for the 2014 Peace and Security Funders conference, See3 CEO Michael Hoffman and digital strategist Laura Wilson walk through creating a strategic communications plan, theories of change, and how to use the tools at our fingertips - like Twitter, Facebook, and YouTube - to achieve the change your organization seeks to make.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
By Design, not by Accident - Agile Venture Bolzano 2024
Get It Our There! Media Planning & Buying for Nonprofits Big & Small - See3 Communications, NTC 2012
1. <Get It Out There>
<#12NTCAds>
Nasser Asif
See3 Communications
1
2. About Me
• Director of Marketing &
Media at See3
• Former media planner &
buyer at Starcom
Worldwide
• Past clients include P&G,
U.S. Cellular, AT&T and
BMW
• Sharing big agency insights
with not-so-big nonprofits
2
3. See3 Communications
• Full service online
marketing agency for
nonprofits & causes
• New media to activate
people and advance social
causes
• Not an ad agency – we use
paid media for our clients’
campaigns only when it
makes sense
3
6. Today’s Session
• Online advertising – the essentials
– Display media
– Video media
– Behavioral targeting/retargeting
• What is it really good for (and/or not good for)
• Key terms & useful jargon
• The process
• When to go DIY and when to hire a pro
• Effectively work with media vendors
6
7. Have You Used Paid Online
Advertising for Your Org?
? 7
10. Ad Vehicles
• Display
• Online Video
• Retargeting & Behavioral Targeting
E TE
TA RG
RE D
10
11. What NOT to Expect
• High proportional engagement rates - the average
click through rate for display ads is less than 1%
– If 1% of 10,000 banner viewers ads click, then only
100 people visit your site
– Only a small number of those will convert
– Consider your cost per conversion
• 100% reach against your target audience
– Unless you’ve got enormous budgets, you won’t
reach 100% of your target
11
12. What Can You Expect from
Paid Media?
• Brand lift – more awareness of your org, your issue
and your campaign
• Sophisticated, efficient targeting to specific
consumer groups
• Dialogue with consumers – your ads tell your story
• Turn-key action at the top of the funnel
12
14. The Post-Click Experience
• Think of your ads as part of your storytelling – they
grab attention, but they don’t tell the whole story
• Think about the kind of experience your visitors
need to have to make them act
• Don’t just drop them on a donation form!
14
16. Creative
• Your ads should be purpose-built
• Don’t just repurpose offline creative – if it feels like a
square peg, don’t do it
• The medium is the message – don’t create until you
know the types of destinations where your ads will
appear
16
17. IAB Guidelines
• Interactive Advertising Bureau
• Clearinghouse for online
display and video best
practices
• Covers everything from
creative specs to file sizes to
load times for flash ads
• The bible of online advertising
in the U.S. and beyond
• 99% of publishers you’ll use
are IAB compliant
17
21. Publisher
• An individual website or small
collection of websites
• The content creator – you’ re buying
their audience’ s attention
21
22. Ad Network
• Connects advertisers
with publisher sites
• Aggregates ad space
supply
• Use centralized ad
serving tools
22
23. Impressions
• Impressions measure how many
times a webpage or element on a
webpage is viewed
• Unduplicated impressions = unique
visits to a page X 1,000 IMPRESSIONS
• Most common standard unit of
measurement
– CPM = Cost per 1,000
Impressions
23
24. Reach
• Reach is the number or percent of
persons in your target group exposed
at least once to advertising over a
specific period of time.
• Reach excludes duplication.
24
25. Frequency
• Frequency is the number of times that the
average viewer is exposed to the
schedule among those persons reached
in the specific period of time.
• In English: the number of times each user
gets the opportunity to see your ad
25
26. Share of Voice (SOV)
• A brand's percent of the total advertising
weight in its product category.
• Also, the percent of the total available
advertising inventory within a particular
web experience
26
27. Flight
• An uninterrupted period of
time when your ads are
continually running
• One campaign can include
many flights
• Periods between flights –
when no ads are running –
are “dark”
27
28. Wearout
• The concept that given a certain amount of reach
and frequency, your audience will become
overexposed to your creative and the impact of your
ads will “wear out”
28
29. Run of Site (ROS)
• A media buy arrangement where an
advertiser pays a flat rate for their
ads to run anywhere on that site
• Not guaranteed any premium
placement, above the fold space or
editorial adjacency
• Generally a cost-effective way to
achieve a high share of voice on a
single site
29
30. Insertion Order (IO)
• A contract for ad space placed
by the advertiser and fulfilled
by the publisher
• Most often used when buying
single sites or in pre-paying on
ad networks
• Generally should clearly define
the agreed metrics and
delivery
30
31. Makegood
• Inventory given to an advertiser by a publisher to
make up for under-delivery
• The publisher does not meet the delivery level
agreed upon in the insertion order, so they run more
ads to “make it good” and fulfill the agreement
31
32. Cost Per…
• Cost per thousand impressions = CPM
• Cost per click = CPC
• Cost per action = CPA
• Cost per view (video) = CPV
32
34. Retargeting
YOUR SITE
YOUR AD ON
VISITOR
ANOTHER SITE
34
35. Retargeting
• Part of behavioral targeting – the fastest growing
segment of online advertising
• Lets you serve ads only to those who have visited
your site – speaking only to those who are brand
aware already
• Lets you remarket your offer to those who clicked
away – combating the leaky bucket
35
36. Retargeting: How It Works
• Put a short line of code on target pages on your site
that places a trackable cookie or pixel on your
visitor’s browser
• Retargeting vendor uses high-reach ad networks to
serve ads only to those in your cookie/pixel pool
• Bring them back to you
36
37. Why It’s Awesome
• Efficient targeting based on actual behavior
• Effective – click through is far higher on average
• Allows you to customize your creative to the context
of the user’s original visit
• Overall ROI is better, even though retargeted clicks
are more expensive
37
38. But, beware!
• If retargeting ad campaigns are done sloppily, they
will give your targets the impression that you are
stalking them online and maybe turn them off
forever
38
39. Retargeting Don’ts
• Don’t over target – set a frequency cap
• Beware the dreaded view-through
– Never pay for view through conversions, it’s bogus
and vendors will stalk your targets shamelessly
• Don’t serve a “general” ad to those who you know
already visited specific pages – don’t waste the
opportunity to tell them something new!
39
40. Retargeting Do’s
• Set your frequency (no stalkers!)
• Segment your pixeled pages and customize ad
creative accordingly
• Give them a deeper experience back on your site –
tell them something new and give them new options
to support your mission
40
41. How Can We Use This?
• Custom ads served only to those who saw a specific
initiative
– “Sonia is still malnourished and you can help today”
– “We’re 95% to our fundraising goal for project X”
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42. How Can We Use This?
• Remarket to missed conversions
– Target special creative only to those who didn’t
convert or opt-in
– Ultra custom ads that correspond to your giving
catalogue
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43. How Can We Use This
• Give converted users something new to do
– “You supported project X, now help us double down
on our success with project Y”
– “You signed our petition, now like us on Facebook”
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46. Online Video
• Video is premium content online – your org needs to
be positioned around it
• Increasingly within reach of nonprofits
• Quality self-service tools are emerging
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47. Video by the Numbers
• 181 million U.S. Internet users watched nearly 40
billion videos of online video content in January.
• 20% higher ad interaction rates for video ads
compared to non-video rich media ads
(DoubleClick)
• Average total click-through rate is above 1%
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48. Video Basics
• Pre-roll, mid-roll and post-roll
• Most commonly served across ad networks but
single publishers are available
• Interstitials or roadblocks inside of content are
available, but pricey
• CPM and CPV are most common pricing schemes
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49. Online Video Ad Types
• Pre-roll plays before content
• “Polite pre-roll” allows users to choose the ad
content they receive
• In-unit video plays inside a display ad
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53. Video Do’s
• Create video that is logical for the web
– Create needs to grab the viewer within the first few
seconds
– Calls to action that make sense in an online video
– Show your branding, logo etc.
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55. YouTube TrueView
• New video platform that integrates YouTube
advertising with Google AdWords
• Currently in beta
• Incredible opportunity for NPOs to leverage the
scale of Google/YouTube
• Great niche targeting
• Scalable costs
• Pay as you go
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60. Working with Vendors
• Set realistic goals for success and define them
clearly at the start
• Give them clear target profiles
– Demographics
– What are they like offline?
– Brand comparisons
• Give them example publishers to work from
• Keep them in the loop on creative development
• Keep them honest – pull reports early & often
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61. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
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