2. Agenda
Digital advertising trends
Role of online in
marketing/media mix
Digital advertising options
Types of online ads
A few ways to buy online ads
Case study examples
Media Planning & Buying in the 21st Century
4. Role of Online in Media Mix
Generate website traffic/visitors
Branding (Image)
Branding (Awareness)
Increase reach of offline media
Expand reach to light users of established media
Serve as direct response vehicle
5. Online
Advantages
Consumers control what they see/solves relevance issue - Can target
interested prospects, e.g., Key Word Search
Quality video is increasing in importance
- Online commercials can vary in length
- Video presentation on website
Growing creative options, e.g., Rich media & video
High reach potential if investment is sufficiently high
Flexible rate options - CPM impressions, CPP, etc.
Disadvantages
- ROI measurements can be difficult & hard to integrate w/offline
- High cost potential
- Email spam/new regulations
- Environment constantly changing for buying options
6. Digital Advertising Options
Organic Search
Paid Search
Display Advertising
Banner
Rich media
Video
Sponsorships
Social Media
Mobile messaging
Email
Classified and directories
Native advertising
7. Search Advertising
Definition
- Search advertising is defined as paid search (revenues
from paid-only links associated with a search term listed
outside the main search results) and paid inclusion
(revenues from sponsored links within the main search
results).
Purchasing Key Words/phrases
- PPC/CPC Search Engines.
- Examples: Google AdWords, Yahoo, Bing
- You bid on key words which your target audience is
likely to search
- Optimize to low cost/high click
- Clicks may be targeted by country and/or local market
8. Display Advertising
Banner, Rich Media, Video, Sponsorships
Display Advertising
•
Standard display ad units – leaderboard (728x90), medium box (300x250), lg.
rectangle (300x600), skyscraper (160x600)
Rich Media
•
•
Ads that employ richer graphics, audio or video within the banner or ad, enabling
users to interact with the ad without leaving the page on which it appears.
Includes online video advertising
Video Advertising
•
•
•
Attracts greater attention on page
Generates a higher rate of post-impression activity and higher CTR than non-rich
media
Growing at a huge rate
Sponsorships
•
•
Inexpensive (generally) high profile placement
Huge audience targeting opportunity
9. Social – Mobile – Email – Classified - Native
Mobile
Start with the insights.
Consider how your audience is using (or will use) mobile devices. Try to
identify patterns and behavior.
Use mobile to deliver the right message at the right time.
Your audience expects mobile messages to be more tailored and customized
compared to other advertising channels.
Segmenting your audience and targeting them in specific ways.
Mobile lifestyles are changing how consumers search.
Consumers are opting to make their mobile device the primary means of
search
10. Social – Mobile – Email – Classified - Native
Email
Uses before, during and after the sales cycle
Use for customer relationship management
Sales Promotions
Generate Awareness
Classified/Directory
Consumers who are “in market” conducting research
Search and the decision making process
Generate Awareness
11. Monthly Market Penetration and Size
The majority of the Internet population is now using directories
Even unique life events (like car buying or job seeking) are common
Unique Visitors (MM)
150,000
125,000
72% Reach
100,000
29% Reach
75,000
27% Reach
50,000
25,000
0
Directories/
Resources
Automotive
Source: comScore MediaMetrix; Total US Internet February
2006
Careers
12. Native Advertising
Native Advertising
Can marketers change their messages from unwelcome
interruptions to a natural, integral part of how people
consume information?
Better yet, can ads actually add value to the user
experience?
This is the promise of native advertising.
Media Planning & Buying in the 21st Century
13. Two ways to buy online advertising
Single site/buy direct from publishers
Media buyer deals directly with the publisher to negotiate specific
placements or custom advertising opportunities on a single site or group
of sites within the publisher's control.
Network/Ad Exchange
Ad networks allow distribution of ads across a broad array of different
websites.
Media Planning & Buying in the 21st Century
15. Agenda
WHAT ARE SOCIAL MEDIA?
BENEFITS OF SOCIAL MEDIA MARKETING
BLOGS
SOCIAL NETWORKING
SOCIAL BOOKMARKING
SOCIAL NEWS
VIDEO SHARING
Media Planning & Buying in the 21st Century
16. What are Social Media?
“Refers to the means of interactions among people in
which they create, share, and/or exchange
information and ideas in virtual communities and
networks”
Media Planning & Buying in the 21st Century
17. Some Categories of Social Media
Social Networks
Bookmarking sites
Social News
Media Sharing
Microblogging
Blog Comments and Forums
Media Planning & Buying in the 21st Century
18. Benefits of Social Media Marketing
In 2008, eMarketer surveyed marketers about the
benefits of social media marketing:
Results:
Engagement (85%)
Direct consumer communication (55%)
Low cost (51%)
Brand building (48%)
Market research (42%)
Reach (37%)
Media Planning & Buying in the 21st Century
19. Blogs & Blogging
Blogs are weblogs where people can publish their
thoughts and opinions
Many are blogs about a product category in which the
advertiser does business, e.g., diet food company may
have a blog about how to lose weight
Blogs may also display ads from other internet
advertisers
Technocrati (tracks blogs) was tracking 112 million
blogs by end of 2007 (but nobody knows how many
blogs and bloggers there actually are)
Media Planning & Buying in the 21st Century
20. Serious Eats: a Food Blog
Media Planning & Buying in the 21st Century
21. Social Networking Sites
Social networking sites provide a place for people to
build relationships with others who have similar
interests. The leading sites:
Twitter
Facebook
Google+
Pinterest
LinkedIn
Instagram
Media Planning & Buying in the 21st Century
29. Choosing Social Media
Identify your brands audience and goals
Understand the strengths that each social network
offers to brands
Media Planning & Buying in the 21st Century
Hinweis der Redaktion
Show white paper on Native advertising
An ad exchange is a marketplace that lets publishers and advertisers connect to sell and purchase online advertising; the demand-side platform (DSP, as it is more commonly known) provides another layer of access, oftentimes enabling buyersto tap into advertising across multiple exchanges.Real time bidding.
Discuss definition of social media and examples of social media
Social Networks - Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup groups, etc. The most popular are Facebook and LinkedIn.Bookmarking Sites - Services that allow you to save, organize and manage links to various websites and resources around the internet. Most allow you to “tag” your links to make them easy to search and share. The most popular are Delicious and StumbleUpon.Social News - Services that allow people to post various news items or links to outside articles and then allows it’s users to”vote” on the items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The community decides which news items get seen by more people. The most popular are Digg and Reddit.Media Sharing - Services that allow you to upload and share various media such as pictures and video. Most services have additional social features such as profiles, commenting, etc. The most popular are YouTube and Flickr.Microblogging - Services that focus on short updates that are pushed out to anyone subscribed to receive the updates. The most popular is Twitter.Blog Comments and Forums - Online forums allow members to hold conversations by posting messages. Blog comments are similar except they are attached to blogs and usually the discussion centers around the topic of the blog post. There are MANY popular blogs and forums.
Valuable insights from the client point of view. Note engagement #1 benefit. Discuss how social media engage consumers better than traditional media or search or display ads.
Example of blog encouraging interaction and feedback, e.g., share a recipe!
These are the biggies, there are others
Twitter microblogging
Facebook now has about 1 billion users worldwideDiscuss how to use Facebook as a marketing tool.
Discuss Facebook vs. Pinterest
How does LinkedIn differ fromFacebook, MySpace, Twitter?
What is the difference between a social news site like Digg and a social networking site like Facebook?Discuss marketing uses of Digg
Stumble Upon is a bookmarking site. What is its value as a marketing tool?
Finally, the biggie– You Tube.Discuss the marketing applications of You Tube.
Because it’s easy to get overwhelmed with all the social media choices – You need to ask yourself a few questions. Who is your brand’s target audience, and which social networks are they using? For example, if your focus is on reachingmoms - research shows they spend a great deal of their time on Facebook and Pinterest. Twitter isn’t as popular for busymoms, so it’s not a big priority. What are your brand’s goals – brand awareness, customer engagement,or brand building? Finally, what type of content do you have to share on social – videos, photos, data, blogarticles, etc? These are simple questions that will help make sense out of all the social networking choices.BURST CASE STUDIES