Some basic knowledge about digital advertising!

1. DIGITAL ADVERTISING

2. Facebook Marketing Partner
Digital Advertising Defined
• Digital/Online Advertising Channels
• Email marketing
• Search engine marketing (SEM) (ex. Googleadwords)
• Branded Search
• Non Branded Search
• Social media marketing (ex. Facebook/Twitter/LinkedIn/Instagram/Pinterest)
• Display advertising
• Web banner advertising (ex. Googleads)
• Mobile advertising (ex. Facebook mobile ads, txt)
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3. Facebook Marketing Partner
Digital Advertising Defined
• Who’s involved?
• Publisher - integrates advertisements intoits online content (Facebook)
• Advertiser - provides the advertisements tobe displayed on the publisher's content.(The group who is
paying)
• Advertisingagency - generate and place the ad copy (Advise advertiser)
• Ad Server - Technology which delivers the ad and tracks statistics (Atlas)
• Advertisingaffiliates - independent promotional work for the advertiser,lead generation. Generate
traffic to affiliate networks to earn a commissionfrom conversions
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4. Facebook Marketing Partner
Facebook Marketing Funnel
• Top of Funnel Content – Engaging & Attracting,
broad targeting
• Mid-Funnel Content – Content offering
resources for Lead Capture, engage the user,
web traffic
• Closure Content – Specific offers and Sales
opportunities,Encourage conversions,
Retargeting
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5. Facebook Marketing Partner
McKinsey’s Customer Decision Journey
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Updated Model —> People are able
to read reviews so they are
influenced more about the products
than ever before.

6. Facebook Marketing Partner
Digital Advertising Value Chain
• Multi-Stage Conversion Pixel Tracking
• Campaign Performance Budget Optimization
• A/B Creative Optimization
• App Install & Usage Optimization
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Brands Need to
Influence
Customers
Agencies Craft
Messaging and Plan
Media Channels
Ad Tech Helps
Manage and
Optimize
Publishers Offer
Inventory and Data
on Users
EXAMPLES:
Exchanges (DoubleClick)
Ad Networks (Yahoo!)
DMPs (Data Management Platform)(Bluekai)
Ad Servers (Sizmek / DG)
DSPs (Demand Side Platform) (Turn)
Data Suppliers (Experian)
Facebook Partners (CitizenNet)
ReTargeting (AdRoll)

7. Facebook Marketing Partner
Benefits of Using Ad Tech
Focus:
• Brands Focus on Marketplace Forces and Product Innovation
• Agencies Focus on Audience Planning, Media, and Messaging
• Publishers Focus on more Compelling Content and User Experience
• Ad Tech Leverages Publisher Data and Technological innovations to Optimize Media Plans & Accomplish Agency Goals on
behalf of Brands.
Lowered Cost:
• Agencies can leverage the appropriateAd Tech on behalf of brands only as needed, without passing on the costs of developing
all possible ad tech solutions to their clients.
• Publishers deliver betterperformancewithout additional investments in development costs, lowering the cost of inventory,
while at the same time increasing it’s performance.
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