This document discusses digital media placement strategies. It explains different digital advertising models including direct placement, display networks, programmatic buying, and cost per action (CPA). Direct placement involves working directly with publishers and paying per impression or click. Display networks allow ads on multiple publisher sites through an exchange system. Programmatic buying uses advanced targeting across many sites. CPA only charges advertisers for generated actions like leads or sales. The document provides pros and cons of these models and how they are implemented through marketplaces and publishers.

1. PT.ProfesciptaWahanaTehnik
DIGITAL PRESENCE STRATEGY
MEDIAPLACEMENT

2. DIGITALMEDIA
PLACEMENT

3. DIPSTRATEGY.COM
Digital Media Placement is an art of placing
advertisement in various digital media to
gain optimum awareness and/or action
from the targeted audience

4. DIPSTRATEGY.COM
DIGITAL
ASSET
LIFECYCLE
Strategy &
Prototyping
RequirementRequirement gathering will involve an
in depth discussion to structured
client’s need
Strategy will be deployed in
accordance to the primary need and
other enhancement possibility
Design &
Development
GO LIVE
Development will be
conducted in
accordance to the
strategy and timeline
Online
Buzz &
Marketing
Every website/online
event will need an
initial buzz to
jumpstart its existence
Content
providing &
maintenance
To maintain its
existence, a website
need to have a steady
and proper content
update
Data Analysis
Report and Analysis
will be provided in
regular base to help
determine the result
and next action plan

5. DIPSTRATEGY.COM
DIGITALMEDIAPLACEMENT
Direct
Placement
Cost per
Impression
(CPM)
Cost per
Click
(CPC)
Programmatic
Buying
CPA
Single Site Display Network
Awareness
Leads
Action
Google
SEM,
Facebook
Ads

6. DIPSTRATEGY.COM
DIRECTPLACEMENT
Direct placement is a mechanism for advertiser
to deal directly with publisher one by one
Publisher
i.e Kompas.com,
Google SEM,
Facebook
Advertiser
Based on Duration
Impression relies on the traffic of the site
Cost per Click, Cost per Impression
Impression relies on the targeted audience volume

7. DIPSTRATEGY.COM
Exchange
DISPLAYNETWORK
Publisher
Advertiser Publisher
Publisher
Publisher
Publisher
Impression relies on the accumulated
traffic of the targeted sites
Display network use an exchange system that allow
advertiser to place ads on multiple publisher
Cost per Click, Cost per Impression

8. DIPSTRATEGY.COM
PROGRAMMATIC BUYING
Programmatic buying use exchange system that allow
advertiser to place ads on multiple publisher, and advance
tracking system to target and re-target the audience
Exchange
Publisher
Advertiser Publisher
Publisher
Publisher
Publisher
Cost per Click, Cost per Impression
Although spread in multiple publisher, the ads will only
displayed for targeted audience profile

9. DIPSTRATEGY.COM
COSTPERACTION(CPA)
Other display network mechanism that allows advertiser to
only pay for action that has been generated by the ads
Market
Place
Publisher
Advertiser Publisher
Publisher
Publisher
Publisher
Ads will be placed in the marketplace and
various publisher can pick it up, depends on the
content similarity and bid value
Publisher page Brand submission page Thank You page

10. DIPSTRATEGY.COM
Sales /
Acquisition
Ads
Market
Place
COSTPERACQUISITION
Pay per leads/acquisition mechanism, based on sales percentage
or flat rate
Publisher
Advertiser
Plus Point
• Only pay per acquisition
• Simple cost vs benefit
calculation
• Additional SEO benefit
• High CTR
• High conversion
Minus Point
• Low awareness
• Long term activation
Publisher
Publisher
Impression doesn’t matter anymore
What matter is how many acquisition it
generate

11. DEEPLY
THANKS
a subsidiary of Profescipta
PT. Profescipta Wahanateknik
Titan Building 3rd floor
Jl. Slamet Riyadi no.7 - Matraman
Jakarta 13150
P +62 21 858 0515
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