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.

1. TMK.EDU
SITE DIRECT,VIDEO & SOCIAL
Presented by:
Craig Stein
8/6/14

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

6. OVER 1B WEB DOMAINS

7. CONSUMERS & MARKETERS ARE
MIGRATING ONLINE
Source: eMarketer

8. CONSUMERS & MARKETERS ARE
MIGRATING ONLINE
Source: eMarketer

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

10. SITE DIRECT

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

14. PREMIUM INVENTORY

15. SHARE OFVOICE & REACH

16. CUSTOM INTEGRATIONS

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

18. STANDARD CREATIVE

19. CUSTOM CREATIVE

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

21. VIDEO

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

27. 27Source: Huffington Post, eMarketer
GROWTH POISED TO CONTINUE

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

29. 29
SO ARE PUBLISHERS

30. 30Source: eMarketer
Video advertising spend to grow to
$9B+ by 2017
AND SO ARE WE

31. 31Source: IAB
1. Site Direct
2. Programmatic / Network
BUYING VIDEO: CHANNELS

32. 32Source: IAB
1. In-Stream Video
2. In-Banner Video
3. In-Text Video
BUYING VIDEO: FORMATS

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

36. 36
ACCORDING TO THE IAB
Source: IAB

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?

38. SOCIAL

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.

43. DIGITAL PLANNING

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

50. OPTIMIZATION
•Across all channels, it’s aways important to
interrogate results and always look to
improve
Repeat…
Step Six
Optimization

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

52. THANKYOU!