This document discusses strategies for planning a digital campaign targeting youth audiences aged 11-25. It defines key characteristics of youth including their immersion in digital technologies. Most online youth activity is concentrated on a few sites and activities. The document recommends a multi-publisher strategy to reach fragmented youth audiences across different sites. It also emphasizes using data and technology to track campaign objectives, allocate budgets based on audiences, and optimize campaigns based on performance metrics.

1. Planning a digital campaign for the youth audience. “ ”

2. So what do we mean by ‘youth’? Q: Is it him? “Kevin” the teenager A useful definition Generation Y, the generation following Generation ‘x’ The ‘Tweenies’ to the ‘young adults’ Those individuals aged 11 – 25 Common characteristics Grew up with the internet Grew up with an already fragmenting media world Consume media on demand Use technology in distinctly different ways

3. The youth commitment to the digital space Source: Synovate,Young Asians 2008

4. The fragmented youth internet audience Internet activities % who used in the last 30 days Source: Synovate,Young Asians 2008

5. The majority of online activity is across 5.5bn number of pages every month All audiences on the internet are fragmented Fast Facts 3.4m Unique Visitors Regularly Online 90,000 Websites Visited Every Month 7bn Pages Generated Every Month 1,785 Pages for Every Unique User 70 Sites for Every Unique User Ave. 21hrs Online Each Month The leading social media and portals represent around 15.5% of the total pages viewed, that’s approx.1bn number of pages viewed every month Search represents around 6% of the pages viewed , that’s 420m number of pages viewed every month Sources: Hitwise Singapore, ComScore World Metrix, Internet World Stats, Google, Nielsen

6. Step 1 – Don’t panic All media in the modern age is fragmented Agencies and vendors work together to make sense of the landscape for you We can provide examples of campaigns and results in action We offer a simple route to purchase across this landscape Online is the most transparent and easily tracked in the world We can demonstrate the proven benefit against the stated objectives using technology

7. Step 2 – Define the objectives Branding Total reach, average frequency Cost of reach, average CPM Lead Generation Total click-through-to-site Average cost per lead CTRs by site (NB a ‘Network’ is 1 Site) Average cost per lead per site CTRs by format Average cost per lead per format CTRs by creative Average cost per lead per creative Conversions Single Session Conversions Total conversions Cost of conversion

8. Step 3 – Scheduling to fit budgets and needs High CPM Spot Buy High-Impact Hook Site Select Consumer Core Narrowcast Customer Acquisition Broadcast Knowledge Foundation Low CPM

9. Step 4 – Researching sites & channels Research tools – Four Data Suppliers Hitwise - ISP sampling (e.g. Singtel / Starhub) NetRating, ComScore - Consumer Sampling Alexa - Toolbar Google Ad Planner -Free to use tool All have weaknesses Guide to size of sites NOT performance Won’t isolate the youth audience Do serve as a useful starting point Working together Buyers and vendors in close communication Issue the full brief Focus on campaign objectives and audience NOT price and budget

10. Step 5 – Multiple publishers for one audience A multi-publisher schedule is key The internet audience is dynamic NO one site can deliver your audience Reach your audience in the pockets of the internet where they are prevalent Task vendors with targeting the audience more precisely and creatively Track performance separately Over-farming depletes response Challenge them on improvement and drop low performing media A suite of large and medium sized sites is a far better solution that one site

11. From brief to schedule Spot Buy Site Select Narrowcast Gaming & Social Channels Broadcast Network Demo-Targeted

12. Using technology to interpret results Encourage clients to invest spend based on measurable results Use of technology for serving, tracking and accountability metrics Trained account managers helps you understand performance Empowers planning teams to make appropriate planning decisions

13. How much should I spend? 25% of media consumption is online Let’s NOT accept residual budgets Let’s use audience sizes to calculate spends Let’s justify those spends based on traceable metrics Online always win the Reach and Frequency debate

14. Thank you for listening ... Matt Sutton Managing Director Aktiv Digital matt.sutton@aktivdigital.com Tel: +65 8138 9597 Twitter.com/AktivDigital