Presented at TMKedu by Craig Stein on August 6, 2014
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Industry overview of the mobile user acquisition space going over the ad networks, attribution trackers, and in-app analytics tools.
Also see my Medium post for my information: http://bit.ly/1np5X6s
All recommendations are personal opinion and does not represent Flow State Media.
WEBINAR: How To Bring Native And Programmatic Advertising TogetherInMobi
Take-aways from this webinar include a global perspective on native programmatic based on original InMobi research, state-of-the-art examples of native programmatic campaigns, and tips from Adelphic and InMobi on how to make effective use of mobile programmatic campaigns now.
Industry overview of the mobile user acquisition space going over the ad networks, attribution trackers, and in-app analytics tools.
Also see my Medium post for my information: http://bit.ly/1np5X6s
All recommendations are personal opinion and does not represent Flow State Media.
WEBINAR: How To Bring Native And Programmatic Advertising TogetherInMobi
Take-aways from this webinar include a global perspective on native programmatic based on original InMobi research, state-of-the-art examples of native programmatic campaigns, and tips from Adelphic and InMobi on how to make effective use of mobile programmatic campaigns now.
Le slide sul Native Advertising per il Master in Culture Digitali presso la facoltà di Economia dell'Università La Sapienza - Roma. Definizione, case studies e materiale sul Native Advertising in Italia e nel mondo.
Visual unity Webinar – Defining ROI & TCO for Video StreamingJirka Schlesinger
Investing in video streaming services requires a solid understanding of
the Return on Investment (ROI) for such a platform. In this presentation
we breakdown the value proposition of Over the Top content (OTT)
platforms, used to generate new revenue streams from entertainment
assets. Understanding ROI, requires a breakdown of cost savings, new
revenue streams, feature enhancements, and other intangible benefits.
"is web seminar looks into various aspects of content management,
delivery and consumption, and how cloud-based services such as OTT
not only generates new revenue streams, but also opens new doors to
monetize entertainment libraries.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
2015 Mobile Strategies - SEO, Search, Display, HyperLocal Display, GeoFencing...Pierre M. Fiorini, Ph.D.
This presentation discusses 2015 Mobile Marketing strategies: mobile marketing, mobile seo, mobile seach, mobile display, hyperlocal display, GeoFencing, and Showrooming.
Le slide sul Native Advertising per il Master in Culture Digitali presso la facoltà di Economia dell'Università La Sapienza - Roma. Definizione, case studies e materiale sul Native Advertising in Italia e nel mondo.
Visual unity Webinar – Defining ROI & TCO for Video StreamingJirka Schlesinger
Investing in video streaming services requires a solid understanding of
the Return on Investment (ROI) for such a platform. In this presentation
we breakdown the value proposition of Over the Top content (OTT)
platforms, used to generate new revenue streams from entertainment
assets. Understanding ROI, requires a breakdown of cost savings, new
revenue streams, feature enhancements, and other intangible benefits.
"is web seminar looks into various aspects of content management,
delivery and consumption, and how cloud-based services such as OTT
not only generates new revenue streams, but also opens new doors to
monetize entertainment libraries.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
2015 Mobile Strategies - SEO, Search, Display, HyperLocal Display, GeoFencing...Pierre M. Fiorini, Ph.D.
This presentation discusses 2015 Mobile Marketing strategies: mobile marketing, mobile seo, mobile seach, mobile display, hyperlocal display, GeoFencing, and Showrooming.
Детские порталы. Особенности поведения детской аудиторииОлег Муковозов
Наиболее актуальный раздел исследования - анализ особенностей поведения и развития различных возрастных групп с привязкой к гендерным различиям и выбором соответствующего героя и контента.
Presented at TMKedu by Carolyn O'Leary on July 9, 2014.
This presentation tackles one of the very first questions we need to ask before developing a planning strategy, "who are we talking to?" It explores the best way to conduct a target analysis, from utilizing available research, to mining for insights, to identifying new audience opportunities. It also takes a look at the evolution of targeting in the digital age and how big data has changed the way we reach potential customers.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
TMK.edu Site Direct, Video, & Social Presentation: July 2015 The Media Kitchen
Presented by Ashley Sobel: July 29, 2015
This presentation will address how consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Tubular DealMaker - Analytics for Sponsored Video ContentTubular Labs
DealMaker helps brands and media partners build successful sponsored video campaigns. Sponsored video is the world’s fastest growing marketing channel. In 2017 there will be over 24B views on sponsored content - that’s over $1.2B in media value. But with thousands of competing media companies and millions of influencers, selecting the right partners to build effective campaigns is challenging.
State Of Online Video - TIMA presentationLouise_Gordon
Glen Caruso presented a very insightful and agnostic overview of what is happening with online video. This was our last Triangle Interactive Marketing Association topic for 2009.
The cookiepocalypse is coming and third-party cookies' reign over the web will come to a close. Are you ready for a cookieless future? This presentation from Media Kitchen explores why cookies are crumbling, the resulting impact across the ecosystem, and early steps advertisers can take to prepare.
CCPA and the Future of Privacy-First Digital AdvertisingThe Media Kitchen
What is CCPA?
The California Consumer Privacy Act (CCPA) - which goes into effect on January 1, 2020 - grants California residents (“consumer”):
● Control over:
○ What entities are collecting their data
○ What type of data is being collected and for what purpose
○ Who the data is being sold to / shared with and for what purpose
● The ability to delete the consumer’s data and/or stopping any selling/sharing of data
Under CCPA, data collection and data sharing become fully transparent to the consumer, and, most importantly, companies must process opt-out requests within 45 days.
Presented by Samantha Stockman: June 11, 2019
Everyone says that TV is dying, but we disagree. TV is not dying, but how we consume content is shifting to OTT. This deck from The Media Kitchen's OTT Committee will give a background on the rise of OTT, arm readers with the basics to navigate and evaluate partners in the ever-changing space, and provide a view on where we think OTT is headed.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Presented by Bruce Harwood: June 29, 2017
Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Tmk.edu Startup + Brand Collaborations: October 2016The Media Kitchen
Presented by Jessica Peltz: October 7th, 2016
This class will cover how to understand and work with the range of startups you see everyday. We'll talk about how to vet a startup for business and production traction, how to gauge the depth of their team and experience, how to research their funding and traction, and how to figure out the best way to work with them. We'll also discuss how startups perceive agencies and brands and how to create a good working relationship with startups.
TMK.edu Promotions and Sponsorships: September 2016The Media Kitchen
Presented by Ludmila Palasin: September 14, 2016
How do you identify the right partner? How will we know if the event/sponsorship is successful? This session will go through some strategic guidelines and hidden pitfalls of this branch of marketing. There will also be some cases studies – good and bad – to give you additional insight and knowledge in order to create successful campaigns.
Presented by Rohit Bagalkot: September 29, 2016
Everyone says programmatic is the future of media buying. But what exactly is it? How does programmatic work? And what do things like DSP and DMP mean? This class will go through the basics of programmatic buying, specifically a brief history of how programmatic came to be, the flow of programmatic, its components, and some behind-the-scenes look at how it is optimized.
Presented by Catherine Romero: September 21, 2016
This class will cover the Billing process; how to handle and process the Vendor invoices; the Reconciliation process; how to read and understand the financial reports; and review the guidelines to billing and budgeting.
Presented by Bruce Harwood: July 2016
Have you heard about traditional media but aren't quite sure what it is?
This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it.
As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Presented by Jonathan Kim: December 2015
The most talked about, hyped, and controversial ad tech today is Ad Blocking. Just how fast is it growing, and how is it going to be dealt with?
This presentation will address the present state of ad blocking while making a few educated guesses on how the online ad industry will evolve from this.
Presented by Monique Lemus: June 24, 2015
This presentation covers how communications planning is the basis for how we approach media campaigns for our clients, why communications strategy is important from the onset and what factors should be considered when building our communications plan. We will also cover the notion of POEM and how to develop communication plans that work cohesively across paid, owned and earned media, to get the best results from all aspects of our clients' media presence.
TMK.edu Traditional Media Buying Presentation: August 2015The Media Kitchen
Presented by Ludmila Palasin: August 12, 2015
This presentation provides a recap of our suite of research tools to be sure that everyone knows what is available. But there is a lot more out there – a lot of it for free. This presentation will go into depth on what these are and how to access and use them.
Presented by Josh Engroff: August 19, 2015
This presentation provides an introduction to the general concept and principles of analysis, as well as the strategic benefits that can be realized from its fundamental applications. In it, we examine some informative cases illustrating the value organizations have been able to achieve by embracing and practicing diligent analytics. Additionally we share some of the most practical tools, techniques and methods commonly employed in manipulating and analyzing data in pursuit of pivotal underlying insights that fuel superior decision-making.
The way we perceive strangers has changed drastically with the booming sharing economy and services that entrust strangers to take on specific tasks.
There’s a lot to be discussed, and we hope you find the content in this volume thought-provoking.
There are links on the slide with a variety of apps so don’t forget to try ‘em out!
Presented on 2.24.2015.
This deck - focused on all things Programmatic at TMK - was presented at our most recent "Come See What I'm Working On" session.
In this presentation, we discuss the importance of story telling for startup pitches, review some of the key pieces of an investor pitch deck, and introduce some of our kbs+ Ventures founders to work with our Fellows on their startup idea
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. WHAT’S ON TAP
•A brief history of the interwebs
•The current state of digital advertising
• How TMK does:
•Site Direct
•Video
•Paid Social
•Digital planning
•Q&A
3. HISTORY OF ONLINE ADVERTISING
Spam
1978
First Clickable Ad
1993
Email/Bulletin Boards
1990
Source: AdPushUp
First Keyword Ad
1995
Ad Servers
1996
Golden Age of Banners
2000-Today
Social Revolution
2006-Today
Video
2012-Today
4. THE NET IS GROWING
Source: Internet World Stats, IDC
5. THE NET IS GROWING
Source: www.internetlivestats.com
2014:
2,900,0000,000
9. DIGITAL ADVERTISING LANDSCAPE
Digital Advertising: Uses the Internet to deliver promotional/marketing messages to
consumers. Digital advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher’s content.
•Site Direct
•Programmatic
•Video
•Mobile / Tablet
•Social
•Search
•Content
Source: Wikipedia
11. WHY SITE DIRECT
Site Direct -- noun ˈsīt də-ˈrekt
A method of buying digital media inventory straight
from a publisher whose advantages include:
1. Access to site’s full inventory
2. Premium inventory & placements
3. Share of voice & reach
4. Custom sponsorships & integrations
5. Access to publisher-only resources
6. Creative flexibility
12. HOW TMK DOES SITE DIRECT
We believe in quality over quantity
We recommend only going several publishers deep
with Site Direct to maximize the benefits of the channel
Leverage Site Direct with what it’s best for, reaching a
high composition of a specific target
Otherwise, Programmatic is an effective, efficient
audience buying channel
13. ACCESS TO ALL INVENTORY
“I want this, and this, and a little of that”
Choosing the exact combination of
specific placements
17. PUBLISHER BENEFITS
1. First access to new inventory, sections,
opportunities
2. Access to custom publisher research, tools,
events, etc.
3. Cross-platform integration
4. Added value
20. BUYING MODELS
Flat Rate Sponsorship: A fixed cost over a time
period, impressions served, or share of voice
CPM: Cost per thousand impressions
CPA: Cost per action / acquisition / (anythhing!)
CPE: Cost per engagement
CPC: Cost per click
CPL: Cost per lead
22. TODAY
89 million people in the United States are
going to watch 1.2 billion online videos
Source: Wikipedia
23. 23
The average American spends 7:24
watching online video
PER MONTH
ce: NielsenVideo ConSensus
24. 24Source: Cisco (Visual Networking Index)
Online video traffic will be 55% of all
global consumer Internet traffic
BY 2016
25. 25
523+ billion videos were streamed in
2013, a 35% increase in video streams
Source: NBC News
DIGITAL VIDEO’S GROWTH
26. 26
Video now accounts for 50% of all mobile
traffic; consumers are 3x as likely to view
a video on a mobile device than a PC
Source: Invodo, Comscore
MOBILE IS FUELING VIDEO
28. 28
76% of marketers plan to add video to
their sites, making it a higher priority than
Facebook,Twitter and blog integration
Source: Social Media Examiner
MARKETERS ARE EVOLVING
33. 33Source: IAB
Generally played or viewed from a video player
LinearVideo
(Pre-rolls, takeovers)
Non-LinearVideo
(Overlays)CoreVideo Ad Product
Ad takes over the full video
experience for some time
Ads run concurrently with video
experience and do not take over
the full video experience
Consumer Ad Experience
Before, between, and after video
content
During, over, within contentAd Product Placements
Text, banners, rich media, video player skinsCompanion Ad Products
IN STREAMVIDEO
34. 34
Generally displayed in IAB standard ad units
In-BannerVideo
(Rich Media)CoreVideo Ad Product
Video triggered within banner, often
explanding
Consumer Ad Experience
Within the webpage, generally
surrounded by contentAd Product Placements
NoneCompanion Ad Products
Source: IAB
IN BANNERVIDEO
35. 35
r
In-TextVideo
(Rich Media)CoreVideo Ad Product
Video triggered when user mouses
relevant words
Consumer Ad Experience
Identified as a highlighted word
within contentAd Product Placements
NoneCompanion Ad Products
Source: IAB
IN TEXTVIDEO
37. 37
ACCORDING TO CONSUMERS
Source: Poll Position
When you go online to view free content, what do
you think is the acceptable duration of an online
advertisement you must view before seeing that
free content?
39. HOW TMK DOES SOCIAL
We believe a sound social strategy is one that
recognizes paid, earned and owned channels as part of
an interconnected program.
Siloed strategies that treat each channel independently
are rarely as effective as a comprehensive approach.
Within the paid social channel, we tend to organize our
activities in terms of three broad categories:
• Targeting
• Amplification
• Optimization
40. TARGETING
We have broad experience buying media across Twitter,
Facebook, Google+, LinkedIn, and the major and minor social
publishers.We work with top-tier managed ad buying
platforms with full Publishing API and listening ability.We
employ audience interest targeting, based on real-time
conversation data (when available) and refined by
demographic targeting, to target ads to existing and potential
audiences.
41. AMPLIFICATION
We believe that one of the best uses of paid social media is
amplification of owned / organic postings, and that these
amplifications need to happen within a relatively short window
(often 24 hours) after the original post. Our goal is to achieve
maximum engagement at the lowest cost-per-engagement.
42. OPTIMIZATION
We take a goal-based approach to paid social campaigns,
employing the bidding and optimization engines of our
partners to focus campaign budgets toward best performing
segments.
44. MANAGING CAMPAIGNS
Step One
Strategy
Step Two
Selection
Step Three
Negotiation
Step Four
Ad Serving
Inputs
• Client objectives
• Budgets
• Planning
parameters
• Research
Deliverables
• Role of channel
• Buying model
• Success metrics
Inputs
• Site audience
and analysis
• Creative unit
options and
constraints
• Historical
performance
Deliverables
• Partner list
Inputs
• Historical pricing
• Marketplace
overview and
conditions
• Objective & goal
setting
Deliverables
• Recommended
plan
• Ad specs
• Buy projections /
guarantees
Inputs
• Creative assets
• Create tags
• Traffic
Deliverables
• Traffic and live
campaign
confirmation
Inputs
• Ad server and/or
3rd party
reporting
• Client provided
metrics
Deliverables
• Performance
reports
• Optimization
recommendation
Repeat…
Step Five
Evaluation
Step Six
Optimization
45. STRATEGY
•Determine what the objective of the effort is
•How much are you looking to spend
•What support points justify the need for Site
Direct
Step One
Strategy
Inputs
• Client objectives
• Budgets
• Planning
parameters
• Research
Deliverables
• Role of channel
• Buying model
• Success metrics
•Determine specifically the role for each
digital channel
•How is the campaign / partner being bought
•How will success be determined
46. SELECTION
•Who are you trying to reach
•What is the creative: standard, rich, etc; can
it leverage partner context, category, niche
•Has the publisher/partner performed in the
past
•Determine what partners should be included
in the RFP, and send out RFP’s
Step Two
Selection
Inputs
• Site audience
and analysis
• Creative unit
options and
constraints
• Historical
performance
Deliverables
• Partner list
47. NEGOTIATION
•Upon RFP, determine if costs fit within range
•Is the cost competitive within the
marketplace / versus similar partners
•Does the partner know your KPI’s and does
the RFP speak to them; is the proposal
cookie cutter
•Construct recommendation
•Compile all relevant specs / work with
Account & Creative teams
•Ensure T’s & C’s are clear
Step Three
Negotiation
Inputs
• Historical pricing
• Marketplace
overview and
conditions
• Objective & goal
setting
Deliverables
• Recommended
plan
• Ad specs
• Buy projections /
guarantees
48. AD SERVING
•Make sure you have all assets in hand and
creative rotations set
•Generate tags
•Traffic buy
•Ensure confirmation
Step Four
Ad Serving
Inputs
• Creative assets
• Create tags
• Traffic
Deliverables
• Traffic and live
campaign
confirmation
49. EVALUTION
•Pull performance results from ad server or
through 3rd party vendor
•Match ad performance to client specific
KPI’s and client provided goals
•Generate performance reports as needed
•Provide recommendations for campaign
improvement
Inputs
• Ad server and/or
3rd party
reporting
• Client provided
metrics
Deliverables
• Performance
reports
• Optimization
recommendation
Step Five
Evaluation
51. IN SUMMARY
1. Leverage what each tactic does best when making
purchase decisions
2. Video is growing beyond just a creative unit;
consider video’s impact as a lead tactic
3.
While a channel, social is about employing the
right strategies as much as it is about executing
the right tactcs