This document discusses online advertising and marketing innovation for media organizations. It covers topics like understanding audiences, engaging with audiences on social media, and using different online advertising approaches like paid ads and organic campaigns. Specific social media platforms discussed include Facebook, Twitter, Instagram, and how media brands can benefit from a presence on each. The document also addresses the shift to a multi-device world and what opportunities and challenges this brings for media organizations in reaching audiences.

1. ONLINE ADVERTISINGCONTINUED
jn2702

2. Today is all about
 Online advertising: paid for and
organic ads
 Marketing innovation
 Social media for media
organisations
 Understanding your audience
 Engaging with your audience

3. Recap from last week

How to use advertising to ‘re-position’ your product

Paper and magazines as product: the affordances of
paper

Marketing competition and humour

What values are there to a paper platform?

Beyond print advertising

Online advertising figures increasing

Advertising how it appears on the web: the anatomy
of a web-page

How to monetize this anatomy: Click through rates

Readers and display ads: troubles and issues

Alternative platforms that take paper’s ad revenue

4. From last week

We’re thinking about audience?

Have you produced a reader profile?

If yes, let’s share them with the group

5. Plot their media consumption
 Highlight when they
consume media and when
 How can media
organisations reach them

What devices

What kind of content

Would your profile
consume media, produce
media or engage with
media [Ref: Tapscott’s idea
of the ‘prosumer’ is useful
to understand here]

7. Catch-up: What we missed last
week
Advertising Economics: some online operators are
emerging as successful

Daily Mail model and more info here

Curating a niche product can be
successful

Trinity Mirror reader expansion

But, TM still struggling for revenue

Overall, the balance of success is still
precarious

8. Marketing media innovation
The shock of the new…

Remember the Guardian’s Open
Journalism/three little pigs video

Firestorm: the guardian experimenting with
long-form journalism

App3d

UsVsTh3m and how it came together

Snowfall: the New York Times
experimenting with long-form journalism

BuzzFeed: and this link

Ultimately: alternative methods of
storytelling, gains traction within the
marketplace

9. Google: paid and organic ads
 41 bn web pages - maybe
 But the internet is infinite
 Key marketing question: How can you get
your ads and content to stand out and be
found?

10. Paid ads, online and social media

Media organisations have a choice around how they
present themselves and their brand

Paid ads allow them to take some control over the
advertising they have

Organic campaigns are more responsive, with more
audience interaction. This interaction offers more risk, but
some reward

11. Ads on Google

12. Heat maps – where search meets
humanity in the shape of an F

13. Targeting: Market research and
keywords: Google display planner

14. Online ad vocab













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
Google organic results
Google paid results
Google adwords
Google analytics
Google keywords
Banner ad
Skyscrapper ad
PPC: Pay Per Click
CPM: Cost per Mill
CPA: Cost per action
Conversion rate
Value per visitor
Sponsorship
Page Impressions
Content marketing and advertorials

15. JN2702
PART 2: SOCIAL MEDIA

16. Key considerations for media organisations
on social media

Reach: move beyond the homepage/site

Engagement: form an interactive relationship with
your readers/viewers/listeners

It’s about community

Conversation: chat to people.

Presence: Be part of the converation

Tone: Do media brands need to communicate in
different ways when engaging with the web and
social media?

Conversation: how do you interface with online
conversation, debate and interaction. What impact
could that have on your brand?

Email: The dark web. How can marketers capitalise
on the dark social media that is electronic mail?

17. Media on Facebook

What opportunities can media
organisations gain from having a
Facebook page?

The power of the like

Capturing the audience where
they are

Communicating with the audience
in a way that they would expect,
and find useful

Creating dedicated Facebook
pages

18. Media on Twitter
 Free
 Twitter feeds
 Twitter #hashtags – media and media/ad
collaborations
 Twitter conversations

19. Media on twitter: paid

Twitter’s promoted account targeting:



Interest areas
Geography
Gender

Promoted trends

Promoted tweets

Data and analytics

20. Media on Instagram

Instagram is still figuring out its revenue
structure, although it was recently bought for

Media organisations are using it for a range of
purposes. Some similar to Facebook/Twitter, but
some alternatives

BBC Sport: Behind the scenes

Neil Mann/fieldproducer: Journalist in NYC
(more on journalists as brands in later weeks)

BBC Instafax

Wall Street Journal
Assignment question: What ‘USP’ could publishers
create through using services such as Instagram?

21. As consumers, what value do
you extract from social media?

22. What other social media
platforms could publishers use?
And what would their value be?

23. Devices

24. Devices: what a multi-device
world means means for news
providers
The
newspaper/magazine/TV
/Radio used to be the
only platforms publishes
had to worry about. Now
there’s a plethora of
online services , and
consumption devices.
What does this mean for
media organisations and
publishers?

25. Don’t forget about the
physicality, and the design
What affordances do
digital devices
offer publishers?

26. Reading next week
 To be confirmed: watch your inboxes

27. Topics over coming weeks
 Brands
 Journalists as brands
 The Long Tail
 More marketing strategy
 SEO and content marketing
 Mobile

28. Tasks for next week
 Find a media organisations online, multi-
platform presence
 Produce a 10 minute presentation:
 What is useful about the multimedia output?
 Does the content serve as a marketing tool?
 What, in your opinion, doesn’t work so well?
 How the media organisation is producing the
content?

29. Final workshop exercise