This document provides an overview of online advertising for non-profits from Nasser Asif of See3 Communications. It covers the essentials of display, video and behavioral targeting, what to realistically expect from paid media, key terms, the deployment process, working with media vendors, and tips on when to hire an agency versus going DIY. Examples are given of how non-profits can leverage retargeting and video advertising. Metrics like impressions, reach, frequency and cost per click/action are defined.

1. <Get It Out There>
<#12NTCAds>
Nasser Asif
See3 Communications
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2. About Me
• Director of Marketing &
Media at See3
• Former media planner &
buyer at Starcom
Worldwide
• Past clients include P&G,
U.S. Cellular, AT&T and
BMW
• Sharing big agency insights
with not-so-big nonprofits
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3. See3 Communications
• Full service online
marketing agency for
nonprofits & causes
• New media to activate
people and advance social
causes
• Not an ad agency – we use
paid media for our clients’
campaigns only when it
makes sense
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4. See3 Core Services
video
web design + development
online engagement
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5. Chicago Team
D.C. Team
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6. Today’s Session
• Online advertising – the essentials
– Display media
– Video media
– Behavioral targeting/retargeting
• What is it really good for (and/or not good for)
• Key terms & useful jargon
• The process
• When to go DIY and when to hire a pro
• Effectively work with media vendors
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7. Have You Used Paid Online
Advertising for Your Org?
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8. For Your Consideration:
A Reductive Yet Accurate Meme
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9. 9

10. Ad Vehicles
• Display
• Online Video
• Retargeting & Behavioral Targeting
E TE
TA RG
RE D
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11. What NOT to Expect
• High proportional engagement rates - the average
click through rate for display ads is less than 1%
– If 1% of 10,000 banner viewers ads click, then only
100 people visit your site
– Only a small number of those will convert
– Consider your cost per conversion
• 100% reach against your target audience
– Unless you’ve got enormous budgets, you won’t
reach 100% of your target
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12. What Can You Expect from
Paid Media?
• Brand lift – more awareness of your org, your issue
and your campaign
• Sophisticated, efficient targeting to specific
consumer groups
• Dialogue with consumers – your ads tell your story
• Turn-key action at the top of the funnel
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13. Marketing Funnel
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14. The Post-Click Experience
• Think of your ads as part of your storytelling – they
grab attention, but they don’t tell the whole story
• Think about the kind of experience your visitors
need to have to make them act
• Don’t just drop them on a donation form!
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15. The Deployment Process
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16. Creative
• Your ads should be purpose-built
• Don’t just repurpose offline creative – if it feels like a
square peg, don’t do it
• The medium is the message – don’t create until you
know the types of destinations where your ads will
appear
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17. IAB Guidelines
• Interactive Advertising Bureau
• Clearinghouse for online
display and video best
practices
• Covers everything from
creative specs to file sizes to
load times for flash ads
• The bible of online advertising
in the U.S. and beyond
• 99% of publishers you’ll use
are IAB compliant
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18. Key Terms
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19. Display
• “Banner Ads”
• Standardized sizes and specs
• Centrally served to publishers
• Static or Rich
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20. DISPLAY ADS
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21. Publisher
• An individual website or small
collection of websites
• The content creator – you’ re buying
their audience’ s attention
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22. Ad Network
• Connects advertisers
with publisher sites
• Aggregates ad space
supply
• Use centralized ad
serving tools
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23. Impressions
• Impressions measure how many
times a webpage or element on a
webpage is viewed
• Unduplicated impressions = unique
visits to a page X 1,000 IMPRESSIONS
• Most common standard unit of
measurement
– CPM = Cost per 1,000
Impressions
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24. Reach
• Reach is the number or percent of
persons in your target group exposed
at least once to advertising over a
specific period of time.
• Reach excludes duplication.
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25. Frequency
• Frequency is the number of times that the
average viewer is exposed to the
schedule among those persons reached
in the specific period of time.
• In English: the number of times each user
gets the opportunity to see your ad
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26. Share of Voice (SOV)
• A brand's percent of the total advertising
weight in its product category.
• Also, the percent of the total available
advertising inventory within a particular
web experience
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27. Flight
• An uninterrupted period of
time when your ads are
continually running
• One campaign can include
many flights
• Periods between flights –
when no ads are running –
are “dark”
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28. Wearout
• The concept that given a certain amount of reach
and frequency, your audience will become
overexposed to your creative and the impact of your
ads will “wear out”
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29. Run of Site (ROS)
• A media buy arrangement where an
advertiser pays a flat rate for their
ads to run anywhere on that site
• Not guaranteed any premium
placement, above the fold space or
editorial adjacency
• Generally a cost-effective way to
achieve a high share of voice on a
single site
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30. Insertion Order (IO)
• A contract for ad space placed
by the advertiser and fulfilled
by the publisher
• Most often used when buying
single sites or in pre-paying on
ad networks
• Generally should clearly define
the agreed metrics and
delivery
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31. Makegood
• Inventory given to an advertiser by a publisher to
make up for under-delivery
• The publisher does not meet the delivery level
agreed upon in the insertion order, so they run more
ads to “make it good” and fulfill the agreement
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32. Cost Per…
• Cost per thousand impressions = CPM
• Cost per click = CPC
• Cost per action = CPA
• Cost per view (video) = CPV
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33. Retargeting
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34. Retargeting
YOUR SITE
YOUR AD ON
VISITOR
ANOTHER SITE
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35. Retargeting
• Part of behavioral targeting – the fastest growing
segment of online advertising
• Lets you serve ads only to those who have visited
your site – speaking only to those who are brand
aware already
• Lets you remarket your offer to those who clicked
away – combating the leaky bucket
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36. Retargeting: How It Works
• Put a short line of code on target pages on your site
that places a trackable cookie or pixel on your
visitor’s browser
• Retargeting vendor uses high-reach ad networks to
serve ads only to those in your cookie/pixel pool
• Bring them back to you
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37. Why It’s Awesome
• Efficient targeting based on actual behavior
• Effective – click through is far higher on average
• Allows you to customize your creative to the context
of the user’s original visit
• Overall ROI is better, even though retargeted clicks
are more expensive
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38. But, beware!
• If retargeting ad campaigns are done sloppily, they
will give your targets the impression that you are
stalking them online and maybe turn them off
forever
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39. Retargeting Don’ts
• Don’t over target – set a frequency cap
• Beware the dreaded view-through
– Never pay for view through conversions, it’s bogus
and vendors will stalk your targets shamelessly
• Don’t serve a “general” ad to those who you know
already visited specific pages – don’t waste the
opportunity to tell them something new!
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40. Retargeting Do’s
• Set your frequency (no stalkers!)
• Segment your pixeled pages and customize ad
creative accordingly
• Give them a deeper experience back on your site –
tell them something new and give them new options
to support your mission
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41. How Can We Use This?
• Custom ads served only to those who saw a specific
initiative
– “Sonia is still malnourished and you can help today”
– “We’re 95% to our fundraising goal for project X”
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42. How Can We Use This?
• Remarket to missed conversions
– Target special creative only to those who didn’t
convert or opt-in
– Ultra custom ads that correspond to your giving
catalogue
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43. How Can We Use This
• Give converted users something new to do
– “You supported project X, now help us double down
on our success with project Y”
– “You signed our petition, now like us on Facebook”
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44. Retargeting Vendors
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45. Video Ads
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46. Online Video
• Video is premium content online – your org needs to
be positioned around it
• Increasingly within reach of nonprofits
• Quality self-service tools are emerging
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47. Video by the Numbers
• 181 million U.S. Internet users watched nearly 40
billion videos of online video content in January.
• 20% higher ad interaction rates for video ads
compared to non-video rich media ads
(DoubleClick)
• Average total click-through rate is above 1%
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48. Video Basics
• Pre-roll, mid-roll and post-roll
• Most commonly served across ad networks but
single publishers are available
• Interstitials or roadblocks inside of content are
available, but pricey
• CPM and CPV are most common pricing schemes
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49. Online Video Ad Types
• Pre-roll plays before content
• “Polite pre-roll” allows users to choose the ad
content they receive
• In-unit video plays inside a display ad
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50. Video Pre-Roll
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51. Polite Pre-Roll
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52. In-Unit Video
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53. Video Do’s
• Create video that is logical for the web
– Create needs to grab the viewer within the first few
seconds
– Calls to action that make sense in an online video
– Show your branding, logo etc.
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54. Video Ad Vendors
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55. YouTube TrueView
• New video platform that integrates YouTube
advertising with Google AdWords
• Currently in beta
• Incredible opportunity for NPOs to leverage the
scale of Google/YouTube
• Great niche targeting
• Scalable costs
• Pay as you go
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57. Key Metrics
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58. Get Started
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59. DIY vs. Agency Help
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60. Working with Vendors
• Set realistic goals for success and define them
clearly at the start
• Give them clear target profiles
– Demographics
– What are they like offline?
– Brand comparisons
• Give them example publishers to work from
• Keep them in the loop on creative development
• Keep them honest – pull reports early & often
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61. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
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