The document provides an overview of a training program for digital certification. It covers: 1. An introduction and rules of the program. 2. The goals of the training which are to gain certification and understand what it means. 3. An overview of the agenda which includes topics like the state of the internet, social media, online advertising, and product development.

1. iSchool Title slide

2. Welcome and intro with Chris Jagusch

3. The rules of iSchool

4. What we are here to achieve

5. Gaining certification and what it means

6. The Plan

7. State of the Internet with Trent Helmbright

8. The customer journey

9. The customer journey
Attention
Interest
Desire
Action

10. Lunch

11. Social Media and Online Advertising

12. Social Media and Online Advertising

13. The devices – How are we connecting

14. Revision Activity - preparation
• Choose a topic
• Create a movie poster about the topic on flipchart paper
• The poster is to include:
• Four main points
• At least one picture
• Have a clear AIDA format
• Prepare to present your poster to explain the four points
and describe how the poster fits the AIDA format

15. Break

16. Revision Presentation

17. Day One Test
10 questions – 20 minutes

18. Wrap up and Tonight’s Assignment
Bring it home:
In your teams be ready to present the following tomorrow morning:
• Describe your perceptions of the online world as it is used in your
regions, for example
• Describe a business using social media or how they might use
social media
• Describe people using iPhones, iPads, Android phones in your
region

19. Day 2

20. Day 2 Revision
Present the results of last nights homework

21. Our Digital history and Products –
nzherald.co.nz with Thomas Du Chateau

22. The Product Team with Umesh Sripad

23. Product Team
• What is a Product
– A portal where our customers engage with brand, consume
content and interact with adverts. Eg: nzherald.co.nz, nz
regionals websites, mobile apps, tablet apps
• Who is in Product team
– Web Designers, UX specialist, Analysts, front end developers
and Product Managers
• What do we do?
– Product Managers are internal and external liaisons.
• Internally we work with the cross functional team (Editorial, commercial,
technology, marketing and senior management).
• And externally we enable our audience to engage with brand on the
technology platform of their choice.

24. How do we strategize initiatives or ideas

25. How do we strategize initiatives or ideas
•
•
•
•
•
Organisational direction and needs
Innovation and inventions in technology space
First to market opportunity
Market trends
Competitor analysis

26. How is a product visualised?

27. Visualising the product
•
•
•
•
•
Content strategy and uniqueness
Advertising strategy and other revenue options
Strengths and weaknesses
Marketing – Audience growth and engagement
Design, UX and IA

28. So… from concept to development
•
•
•
•
•
•
•
•
•
Conceptualise the brief or idea
GOOB (Get out of the building) for ideas
Blank paper or whiteboard
Design (with consumer in mind, not the
stakeholders)
Usability and User Experience
Development (technology)
Go-to-Market (Marketing strategy)
Commercialisation
Continuous review and Improvements

29. Digital product journey 1998 - present

30. Some Achievements
•
The NZ Herald brand now exists on 10 separate platforms reaching over 65% of
NZ, being the first news brand to launch the iPad app, iPhone app and Windows 8 app
•
NZ Herald has the largest Social Media news audience in Australasia
•
NZ Herald launched the AU and NZ first responsive mobile site
•
Most awarded digital news brand in Australasia
(Webby’s, Panpa, Cannons, WAN/IFRA)
•
10 Regionals Sites are being integrated into the NZ Herald by July 31 = 9% audience
spike
•
Launched the first fantasy sport game in NZ this year and have a tipping game (65,000
players in 2013)
•
The Listener moved to a hard pay wall model Oct 2012 and includes all content from the
printed magazine plus some limited digital only content. Learning's for NZ Herald
•
FoodHub is a new recipe focused vertical that aggregates content from other APN
publications. Launched Oct 2012.
•
NZ Woman’s Weekly female site in NZ with over 100% audience growth year on year

31. How can you get involved
• Have a kick ass idea? – we’ll help shape it for
you
– Write a quick brief with what the idea is, how does it help product
to make revenue or increase audience, can we get a
sponsor, etc
– Remember all ideas are good ideas

32. Key Initiatives for 2014
• Personalisation (data driven)
• Develop niche products to retain audience
and grow brand engagement
• Data Journalism
• Data Driven Advertising
• Design optimisation to grow engagement
• Custom Publishing – mobile platform
• Community platform development
• Ecommerce and transactions

33. Any questions???

34. Regional Overview with Tracey Bond

35. Background
•
Town Centre launched new web & mobile sites for ARM and NZRNN - Nov 2012
•
Town Centre project radically de-scoped by ARM – resulting in loss of:
–
–
Community building functionality – for local communities & local business
Community related commercial opportunities

36. Background
•
Essentially what was delivered was a redesign
•
NZRNN web & mobile sites controlled &
developed by ARM – NZ had little/no
input into product roadmap
•
No ability to improve on initial designs
•
Site architecture resulted in poor user
experience
•
ARM URL structure limited analytics
tracking
•
Lack of timely technical help from ARM

37. Bringing the sites back to NZ
Benefits of integrating the NZ Regional sites into the nzherald.co.nz domain:
•
•
•
•
•
•
•
•
•
Cost savings – hosting & maintenance in AU - $285K
Greater scope to monetize the Regional inventory
Efficiencies created by a single platform
Good positioning for a potential paywall opportunity – bundled subscription
packages with NZH & NZR
Competitive advantage for APN – Increased nzherald.co.nz UB numbers –
potential to match or exceed stuff.co.nz
A more comprehensive content offering for the NZH & NZR readers
Improved analytics tracking
Maintain the same Regional URL’s (http://www.hawkesbaytoday.co.nz/)
Common user experience mechanisms

38. Integration - key criteria
• Brand identity - Regional sites must retain their individual
brand identity so that readers who only visit for regional
content feel they are visiting a regional site
• Strong alignment of the user experience with that of
nzherald.co.nz – this will assist NZH readers with discovery of
regional content

39. Driving traffic to regional sites
Publications dropdown
menu on nzherald.co.nz
will list all regionals –
driving traffic to the
Regional sites

40. HOMEPAGE
•
Individual brand identity
•
Clean more news focused designs
•
Larger image sizes to feature the
great photography
•
Clean navigation – all content in
top level navigation menu
•
Network navigation for NZ Herald

41. ARTICLE PAGE
•
Individual brand identity
•
Alignment with user experience of
nzherald – assisting nzherald
readers to discover regional
content

42. Integration
•
•
•
NZRNN integrated into nzh platform August 20 2013
Positive response from users and advertisers “cleaner” “easier to navigate”
Initial drop in audience – a known risk which was communicated to business
prior to launch
•
Looking at strategies to mitigate traffic loss (replacing features/sections
which were de-scoped by Development)
Staff now comfortable with new content management system – additional
training to be provided at regional sites
•

43. Loading content
Media Services
(Auckland)
Times Age, Wanganui Chronicle (Mon – Sat)
Daily Post, Northern Advocate (Sat)
Content
Administrators
(Auckland)
Bay of Plenty, Hawke’s Bay (Mon – Sat)
Daily Post, Northern Advocate (Mon – Fri)
Shared content, galleries, video
Digital Advocates
Extra
content, galleries, video, comments, polls, ranki
ng, editor’s picks
Ad Ops
Ad campaigns, marketplace adverts
Marketing
Promotions, marketing promo spot

44. The products
• Live link through to www.rotoruadailypost.co.nz?
• The products –
banner, wallpaper, mrec, marketplace
• Carousel was de-scoped (only had 3 clients)
• Other solutions for clients – rss feed
• Sections and buckets

45. 2014 – Key challenges
•Re-build audience growth
•Improve commercial offering to Regions
•Improve National sales

46. 2014 - Business priorities
Revenue
• Regional Sales rollout early November
• Improve Regional Advertising proposition
• Offer new advertising products
• Ensure regionals have access to new commercial
innovations
Audience Engagement
• Focus on raising time spent on site/PPV
• Emphasize discoverability of local, unique content
• More focus on of local content
• Focus on Video content
• Improve access to content through NZH Homepage

47. 2014 – Initiatives
Revenue
1.Location based Adv for SME’s (mFlyer)
2.New Regional Mobile App
3.Marketing Services (Google trial)
4.Classified Carousels
5.Improve ‘marketplace’ to reflect local offerings
Audience Engagement
1.Introduce ‘Most Popular’
2.Regional video training
3.Launch of new tools E.G. ‘Follow the’ story
4.Focus on local SEO and specific SEP pages
5.Local Marketing to promote sites

48. Classifieds with Trent Helmbright

49. Targeting with Taryn Simmen

50. Digital – targeting
APN NZ Media is a division of APN New Zealand Ltd.

51. Section & Page Type Targeting
• Section
•
Eg. National News
• Sub-Section
•
Eg. Crime
• Page Type
•
eg.Quickread, Video and Photo Galleries, Saved articles

53. Note:
• When targeting to a sub-section, the ‘Section’ rates must be
used, plus an additional 10% load.
• Inventory for sub-sections needs to be checked with the Traffic team
(traffic@apn.co.nz) before booking.

54. Contextual Targeting
• Keyword and Tag targeting to align Ad with relevant context.
• This is booked as a product in it’s own right and is not an ‘addon’.
• 760x120 and 300x250 ad sizes to be supplied. The ad unit
which fits the page will be displayed.
• 5 Tag classifications and 30 Keywords per article page.
• It is important to carefully consider the keywords chosen.
Negative keywords can also be added to ensure you avoid the
following situations….

61. Geographic Targeting
• Country / Region / City targeting based on ISP location.
• All campaigns targeted to NZ Eyes by default.

62. GPS Targeting - Mobile
• Can select a GPS point and target a radius around it.

63. Time Targeting
• Day of Week
• E.g. Monday and Wednesday only
• Window of Time
• E.g. 10am – 12pm daily only.

64. Eg. Subway: 10am-12pm

65. Frequency Capping
• Allows reach to be maximised.
• E.g. frequency capped to 3
uniques per week.

66. Weather Targeting
• Weather Condition
• High / Low Temperatures
• Weather Location

67. Technology
• Browser Properties
• Eg. Screen resolution
• Mobile Types
• Eg. Samsung
• Connection Speeds
• Eg. Mobile, wireless
• Device Types
• Eg. tablet

68. Behavioural Targeting

69. BT – What is it?

70. Properties

71. •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Gender
Age
User Location
Income
Relationship Status
Interests
Education
Employment
Home Owner
Vehicle Owner
Has Children
Purchase Category
Purchase Value
Purchase Time
Purchase History
Deals Viewed
Categories Viewed
Deal Location

72. Frequency
• Types of Behaviour
• Casual
i.e. Page views to a category
• Intent
i.e. Search terms
• Action
i.e. Purchase

73. Pro’s
•
•
•
•
•
•
Right audience for your brand
Deliver higher degree of relevance.
Improves user experience
Can buy audiences that are not available e.g. Small Business
Transparent data
Increases Site Optimisation
Con’s
•
•
•
•
•
Users can delete their cookies
Multiple users per ‘browser’
Context is King
Limited reach – Small number of uniques to page views
Impact lessened by other Behavioural targeting

74. Products
Pre-Built Segments
in Audience Science e.g. Travellers
50,600 unique users and 1.1million page views per week
Bespoke Solutions
e.g. Heart of the City

75. When to sell
• Up-selling tool rather than Primary Offering
• If audience not otherwise available
• Lower CPM than section targeting
Note – Behavioural Targeting should be measured by brand value
rather than CTR rate.

76. How to Book BT
•
•
•
Check with Traffic on the target you are wishing to use and
whether there is available inventory.
Use the Behavioural Targeting Products in Mediamanager
with plenty of notes.
Rate for standard Ad sizes is $25 CPM (subject to review)

77. Measurements and analytics with Sarah
Maclennan

78. Data sources
• Adobe Site Catalyst (Omniture)
 Internal reporting tool for the digital product team, editorial staff and key business stake holders
Adobe services are primarily used for APN eyes only content & product performance measurement
• Nielsen NetView & Market Intelligence

Netview recently released audience measurement service using hybrid methodology – allows us to
see limited competitor data
 Market Intelligence is the legacy system that was used for measuring traffic to NZ based sites (both NZ
and international audience) plus basic demographics of that audience
Primarily used as a sales tools – but we do use it for competitive insights
• comScore
 An audience measurement tool similar to NetView but using different methodology
Primarily used as a sales tool – but we do use it for competitive insights
• Hitwise
 Competitive analysis tool that provides in-depth Mosaic demographic profiling.
Sales tool – key for demographic profiling
NOTE: All measurement services will generate different data as they use different methodologies. The key discipline
is to make sure that we are consistent is what source we are using when looking at performance.
78

79. Terminology
Metric
Metric for
What does it mean
Used by
Also known as
Unique browsers
Audience
Provides a guide to the number of readers that visit the
site.
It does not represent actual people, it represents web
browsers and different devices which can lead to
duplication over long periods of time (monthly data for
example).
Nielsen Market Intelligence,
Omniture
UB
Unique visitors
Audience
A metric created by comScore that best reflects actual
people.
comScore
UV, Total unique visitors
Page impressions
Traffic
The number of times a page on site has been loaded.
Nielsen Market Intelligence,
Omniture, comScore
PI, Page views, PV
Visits
Visits
The number of times a unique browser or visitor has come
to the site in a certain time period
Nielsen Market Intelligence,
Omniture, comScore
Visits, Sessions
Pages per visit
Engagement
The number of pages that are consumed each time a user
comes to the site
Nielsen Market Intelligence,
Omniture, comScore
PPV
Nielsen Market Intelligence,
Omniture, comScore
ASD, average time spent
per visit
Nielsen Market Intelligence,
Omniture, comScore
APD, average time spent
per visit
The average amount of time spent per site visit.
Average session duration
Engagement
Can be measured in seconds or minutes dependant on the
analytics tool.
The average amount of time spent on a page.
Average page duration
Engagement
Can be measured in seconds or minutes dependant on the
analytics tool.
79

80. Key metrics to take into account
Traffic and audience

For an advertiser they look at our unique browsers/audience to make sure their product or brand will reach
the amount of people they need it to, but they will purchased based on page impressions.
Demographics

Demographic information allows tailoring of propositions, showing that their brand can be exposed to either
their target market (if we fit that) or how we can compliment their current offering.
Engagement

Engagement metrics can be helpful in Sales when demonstrating that we can offer premium product. These
metrics would help support the traffic and audience numbers.
80

81. When to use us
There are a number of different scenarios that you can use Ad Ops, Research or Product
Analytics a few of which are…
Pitching to a new client or for a new campaign

This is a great chance to speak with the Research team, discuss the story we want to tell. How do we fit into
their offering, what are the latest or forecasted numbers for the period that they are looking at etc.
Inventory queries

All inventory queries should be directed to the Ad Ops team.
Audience demographics

The Research team can help with top level demographics as well as Mosaic profiling.
Post campaign reporting


Where it has been an integrated campaign it will be potentially a mix of Product Analytics, Ad Ops and
Research that will be providing reporting. To keep things easy, feel free to contact one person and we can
pull the information.
For any ad served content, Ad Ops will help
Section numbers

For information on specific sections come through to Product Analytics
81

82. What else can we provide?
APN tracks all of the core components of a site and page specific elements such as the section
ID’s, tags, page types, content types, page names etc., through to the hour of day, day of week
and content placement on a page.
A few key ways where Product Analytics can help are:
 Using the insights we collect to see how people use the site, how long do they spend in a
section, what other sections are they likely to view in an average visit, etc.
 What the performance is like from different referrers, if an advertiser wants to target social
users and they have a campaign linked to editorial content on the site, we can look at how
much will that reader consume on average in the sections.
 If a lofty target has been insisted upon by an advertiser, we can provide insights in what
changes may be needed to achieve the target (if there are any).
 Work with Ad Ops with Mobile App traffic and audience estimates.
82

83. Break

84. Making it Happen, Provisioning and Process
with Melissa Evans and Sophie Scott

85. Commercial Team Ad Ops
APN NZ Media is a division of APN New Zealand Ltd.

86. What is Ad Ops
•
Ad Ops controls and operates the ad servers as their primary responsibility.
Almost everyone in the company depends on us for something. Whether it’s the
marketing team trying to get a promotion live, the finance needing accurate
historical reports, the Product development team trying to evaluate and implement
a new technology, or just the day to day interaction with the Sales team to
understand what clients want. Ad Ops is an information hub within the
company, and a key resource for getting things done!
•
From a strategic standpoint, virtually any new technology, from workflow
management to analytics to data management eventually needs to interact with
the ad server, so Ad Ops is inherently at the centre of those conversations and
product rollouts
•
Responsible for pricing, ad product creation, inventory management etc
•
In summary Ad Ops refers to processes and systems that support the sale and delivery of
online advertising, we really do it all..

87. Our Team
Commercial Manager
Tama Sefuiva
Commercial Product Manager
Lisa Moore-Bocarro
Campaign Manager Team Lead
Melissa Evans
Campaign Manager
Morgan Johnston
Campaign Manager
Katie Ly
Art Director
Scott True
Advertising Operations
Specialist
Taryn Simmen
Campaign Manager
Charlotte Baker Ly

88. When to come to us
• Supply inventory projections for future orders for sales on flights that
are more outside of the square - Sales and coordinators can pull
basic inventory reports (product)
• Generate reports internally and externally
• Deal with creative issues
• Check creative concepts executions
• Provide feedback on how successful ad/campaign might be and
provide feedback and suggestions
• You can come to the Ad Ops team for anything really relating to
digital campaigns whether that’s inventory projections, GeoTargeting, Time Targeting, BT Targeting
• Screenshots – please organise if needed with us first

89. Products
•
When booking in a digital campaign you need to select which product used whether you want your campaign to
run across the site or in a particular channel such as National News, Business, Sport and so on.. The product you
select determines where your advertisement will run. Words to look out for SOV, Daily Buys Freq caps, Time
Targeting, Geo Targeting, Contextual (keywords)
•
Most campaigns are sold on a cost per 1,000 or CPM therefore you always need to enter in a cost per impression
as below
•
Example: If you wanted to booked a Headline Rectangle 300x250 on the Northern Advocate for 23,500 page
impressions @ $13.90 CPM the flight would look like below
•
Please note there are a few exceptions where the cost is fixed such as sponsorship buys, production
costs, textlinks etc which are listed with a flat rate buy in the rate card, or which can't be attributed to an
impressions goal, e.g. marketplace. For these products only that you should use the Flat Rate option.

90. Big Banner 760x120 or
728x90 run at the top of the page
Medium Rectangles 300x250
Depending on how long the articles are
we can serve up to three rectangles on
the page
1)
Headline Rec (above the fold)
2)
Content Rec within the article
3)
Direct Rectangle

91. • 300x600 or
Half Pages
- this ad size runs in the headline
rectangle position
• 460x400 or
Super
Rectangles
this ad size currently runs in
the content rectangle position

92. Pre-Roll Videos
•
•
•
Pre-Roll Videos 620x350 15 sec” max
Two types of companion banners available
760x120 Big Banner or 620x55

93. Mobile and iPad
•
•
•
iPhone, Android and NGM 300x50 and 320x50
iPad 370x370 index pages only
GPS targeting

94. Text Links & Relevant Offers
Special Offers
Special Offers move from the bottom of
the page to the side bar. They will
maintain the same format but operate as
a carousel.
50x50 Logo with up to 90 characters.
Relevant Offers
Relevant offers are contextually targeted
by keyword, tag or article I.D. They are
given more space and are placed in line
with the content. The heading will
change dynamically depending on the
type of booking made. E.g. Now
Hiring, Now Leasing, Press Release.
Image: 140 x 93
Heading: Max 70 characters (Similar to Google
search results)
Text: Max 200 Characters

95. Rich Media
•
Rich Media refers to online advertising that makes use of a range of interactive digital media including streaming video and audio
that is fetching to the eye or created in a format that isn’t standard GIF. More specifically this means that the ad pulls in additional
information from a server beyond what is served up with the initial load.
•
Rich media must be 3rd party ad served – this means that we are not hosting the creative via SAS but rather a third party supplier
such as double click, media mind or facilitate. There are extra costs involved with third party ad serving but there are added
bonuses when using this service.

96. Billboards 970x250
•
•
This is one of my personal favourite ad units its big and its easily closed. We prefer to have as limited animation within the creative
as possible. The idea of these rules is to not annoy readers and to reduce the close rates for advertisers. Once the ad is closed, its
replaced on the next impression by either a rectangle (when served on the homepage) or a big banner (when served elsewhere
on the site) the Billboard ad can be expanded again so everybody wins.
Billboards can run on the Homepage or as channel buys such as national news etc

97. Takeovers
•
Full Takeovers: Wallpaper (1900x920) Extended Big Banner (1000x130) and Headline Rectangle (300x250) These are popular
executions.

98. All messaging in the wallpapers must fall within the 130 pxl line as
below, anything outside of this area will be cut off from a large part of
our audience for users on smaller screens.

99. Contextual Targeting
•
•
•
•
300x250 and 760x120
Is a form of targeting
your advert to specific
content via a list of
keywords
The server scans the first
250 words of an article
and if one of the
keywords supplied is
found then your ad will
be served.
This is a great way to
target your core
demographic.

100. Geo-Targeting
•
We can target to specific
regions or even countries
•
We can even target cities
based on weather
temperatures

101. Time Targeting

102. How to check inventory
SAS http://apnnz.aimatch.com
•
Reports > Product Reports> filter by date and
product > Run Report
You can use this tool to pull all projected inventory
except run of site. We need to use a separate report
for all ROS avails due to the tier ie Standard CPM –
Pre-emptible.
To pull ROS inventory Report> BI Reports > ROS
Inventory > and filter by dates required

103. How to book digital campaigns

105. Servers
• Media Manager
- is a system used to booked all print and digital campaigns. Once a campaign
has been entered into media manager you will export the IO and send on to client/agency to approve. Once approved you will
need to convert proposal which is when we are alerted to the booking. PLEASE BE 100% SURE THE DETAILS ARE CORRECT
BEFORE CONVERTING THE IO.
• -
is the system used to ad serve all the creative. You will need a login to pull Product reports to check inventory avails, BI
Reports (post campaign reporting)

106. Day Two Test
10 questions – 20 minutes

107. Day Two Assignment
In pairs choose two products and prepare to create a display poster that
demonstrates the following:
•
•
•
•
What it is
The main features
The benefits of those features
What tangible result will it produce for two of your customers
The poster will be produced tomorrow morning. This is your preparation
time
Remember AIDA

108. Day Three

109. Multimedia Campaigns with
Lisa Moore-Bocarro

110. I’ve sold it. Now what happens?
•
Brief
– What – has been sold
– When – is it live
•
Review the collateral supplied and specs
– Use apn.co.nz as a resource
•
Designs (aka mocks or flats)
– This is the time to make amends
…and to check functionality
•
Build
– This is when the coding happens…
•
Test
– Cross-browser testing
•
LIVE

111. MERCEDES BENZ:
Objective: Position Mercedes Benz in the invoked set
of up and coming business people
Media:
• Video
• Microsite
• Print

112. BNZ Closed for Good
Objective: Provide a highly visible
banner space, with Client control
over content to support an annual
one-day initiative
Media:
•
Online – billboard banner

113. NOKIA LUMIA:
Objective: Launch the first Windows
phone in NZ
Media:
• Video
• Microsite
• Outdoor
• Radio

114. VODAFONE RED
Objective: Launch the new Vodafone Red
plans – they are all about you
Media:
• Online

115. RAY WHITE PONSONBY
Objective: Provide a solution for the
Client to manage their mobile
advertising real time
Media:
• Online – handheld devices

116. TOURISM AUSTRALIA
Objective: Utilise APN assets in an integrated way
to highlight Australia as a holiday destination (vs
Pacific Islands etc)
Media:
• Online
• Print
• Video

117. Intro to Selling Digital and the Zero Moment
of Truth

118. Intro to Selling Digital and the Zero Moment
of Truth

119. Intro to Selling Digital and the Zero Moment
of Truth

120. Creating Value - What’s Keeping Them Up at
Night?

121. Creating Value – Unique Value – Why us?

122. Creating Value – the introductory call and
positioning statement

123. Questioning

124. Schedules and Proposals – a Working Lunch

125. Objections and Closing

126. Final Assignment Preparation

127. Final Presentations

128. Wrap Up