Bought Media Digital Marketing & Advertising Competency Training

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Training deck for digital display advertising / bought media. case studies, buying models, targeting models, strategies. Made in 2010 but many things still relevant.
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  • 1. Bought Media – Digital Competency Program - 2010│Page 1
  • 2. Running order Time Subject Speaker 13.15-13.25 Intro 13.25-13.35 Quiz 13.35-13.50 Big picture 13.50-14.00 Briefing 14.00-14.10 Break 14.10-14.35 The basics 14.35-15.05 Intermediate 15.05-15.35 The rise of social networks 15.35-15.45 Break 15.45-15.50 Recap brief 15.50-16.20 Breakout sessions 16.20-16.50 Group presentations 16.50-17.00 Wrap up│Page 2
  • 3. By the end of today • 18,720 more hours of video will be uploaded onto YouTube. • 24,000,000 more pictures will be uploaded onto Facebook • There will be an additional 10,000 new Twitter accounts • 70 new iPhone applications will be published. • 150 million searches will be conducted on Google.│Page 3
  • 4. How many users around the world surf the internet every month? • 1.2 billion • 55 million • 3.6 billion│Page 4
  • 5. How many users around the world surf the internet every month? • 1.2 billion│Page 5
  • 6. How many of these sites existed prior to 2003? • That’s before Arnold Schwarzenegger was inaugurated as Governor of California?│Page 6
  • 7. • Only three│Page 7
  • 8. Match the unique users to the social networks A: 119 million B: 469 million C:45 million I DEC 2 0 0 9 n│Page 8
  • 9. Match the unique users to the social networks A: 119 million B: 469 million C:45 million I DEC 2 0 0 9 n│Page 9
  • 10. Origin of YouTube content 1. YouTube partner 2. Pirated content 3. Ad 4. User generated│Page 10
  • 11. Origin of YouTube content 1. YouTube partner 2. Pirated content 3. Ad 4. User generated│Page 11
  • 12. Which singing Scot was made famous thanks to the internet?│Page 12
  • 13. Susan Boyle YouTube: Wikipedia sites in… 133m views English German Spanish French Italian 24 hours Swedish to grow from 1m to 5.5m views Twitter Boyle was most talked about subject for one Google Trend week│Page 13
  • 14. Who is this?│Page 14
  • 15. Mark Zuckerberg│Page 15
  • 16. What is the most viewed YouTube video of all time? B: Susan Boyle: Britains Got Talent C: First wedding dance A: Charlie bit my finger│Page 16
  • 17. ‘Charlie bit my finger’ – 165,380,840 VIEWS (MAR ’10)│Page 17
  • 18. Consumers’ perception of brands is made up of multiple experiences and exposures, in controlled and un-controlled environments│Page 18
  • 19. This requires more integration, greater audience insight and an emphasis on communication ideas that can live beyond campaigns│Page 19
  • 20. In a digital world we need a communication framework that reflects an empowered generation of consumers – how they find out stories, interact and share them OWNEDmedia BOUGHTmedia EARNEDmedia Where we present our story Is where we sit together with It’s where authentic to the consumer. Generally our consumers within a comments around the brand information rich but can partner owned environment. It occur and where consumers suffer from low reach. It is can be high reach and the share their brand stories with proprietary and therefore story is still generally well others. Efforts to exert control fully controlled. controlled by the brand. in the earned space can easily backfire. .com, micosites, Includes advertising on TV, Social networks, blogs, UGC, mobile sites, retail Outdoor, portals, online online PR, advocate advertising, SMS and SEM. marketing and viral│Page 20
  • 21. ...in OWNED, EARNED and BOUGHT media EARNED OWNED BOUGHT│Page 21
  • 22. But do all these opportunities online translate into results? 9 out of 12 studies Online was proven to be the most cost effective medium in influencing a brand’s branding or sales metrics So urc e : I B: I ig hts fro m the Cro s s M d ia O p tim iz a tio n S tud y s e rie s A ns e http : //w ww . ia b. ne t/ins ig hts _ re s e a rc h/1 6 7 2 /1 6 7 8│Page 22
  • 23. BACK TO BASICS: the fixed and mobile web is FINITE│Page 26
  • 24. Implications of the finite web 1. Limited traffic on key inventory = real availability issues against premium content 2. Fluctuations in traffic = difficulty in even delivery of digital campaigns 3. Auction models (e.g. Google SEM, blind network CPA)│Page 27
  • 25. 2010 top 20 markets globally by fixed- internet penetration Internet penetration % (monthly) % 100 90 80 70 60 50 40 30 20 10 0 So urc e : A g is e│Page 28
  • 26. 2010 regions by fixed-internet penetration Internet penetration % (monthly) % 80 70 60 “Tipping point” 50 for online as a scale / brand channel 40 30 20 10 0 North W Europe C & E. en SEAP Central & MENA China South Africa India America Europe South America So urc e : A g is e│Page 29
  • 27. Average broadband speeds by market (top 20 markets) KBPS 18000 16000 14000 12000 10000 8000 6000 KBPS 4000 2000 0 So urc e : A m a i ka│Page 30
  • 28. Average broadband speeds by region KBPS 5,000 4,500 4,000 3,500 3,000 2,500 2,000 KBPS 1,500 1,000 “Tipping point” 500 for rich media 0 Asia/Pacific Europe North America Middle East Latin & South America So urc e : A m a i ka│Page 31
  • 29. 2010 total online bought media ad spend forecast by market for Top 20 markets US$m 18,000 16,000 14,000 12,000 10,000 8,000 6,000 US$m 4,000 2,000 0 So urc e : A g is e│Page 32
  • 30. 2010 total online bought media ad spend forecast by region US$m $944 $176 W. Europe $11,914 Central & Eastern Europe $13,775 North America $937 Asia Pacific Lat in America $17,119 Other (inc Africa) So urc e : A g is e│Page 33
  • 31. % media spend allocated to paid-online media by market So urc e : A g is e│Page 34
  • 32. Fixed web % media spend allocation is still well below where it should be So urc e : A g is e│Page 35
  • 33. The Digital Brand Media Threshold Estimator • Carat uses four key parameters which provide the framework for setting the Digital Brand Media Threshold Estimator.│Page 36
  • 34. The Digital Brand Media Threshold Curve Current global average online media spend % allocation│Page 37
  • 35. Running order Time Subject Speaker 13.15-13.25 Intro 13.25-13.35 Quiz 13.35-13.50 Big picture 13.50-14.00 Briefing 14.00-14.10 Break 14.10-14.35 The basics 14.35-15.05 Intermediate 15.05-15.35 The rise of social networks 15.35-15.45 Break 15.45-15.50 Recap brief 15.50-16.20 Breakout sessions 16.20-16.50 Group presentations 16.50-17.00 Wrap up│Page 38
  • 36. Range of different online advertising strategies Scale/Impact/Reach Brand Response Targeted/Communities│Page 39
  • 37. Glossary – Key digital planning terms • Page Impression – views of a webpage and its elements – including the advertising embedded within it • CPM (Cost Per Mille) – the online buying currency; online advertising can be purchased on the basis of appearing on 1,000 page impressions (also known as Cost per Thousand) • Click-through – when a user interacts with an ad and clicks through to the advertiser’s website • Click-through Rate (CTR) – frequency of click-throughs as a percentage of impressions served – can be used as a measure of advertising effectiveness   • Cost Per Click (CPC) – pricing model; the amount paid by an advertiser for a click – can be used as a measure of advertising effectiveness • Cost Per Acquisition (CPA) – pricing model that only charges advertising on an action being conducted (e.g. an online sale); sometimes called ‘cost per action’│Page 40
  • 38. Glossary – Key digital planning terms continued • Unique Users (UU) – number of different individuals who visit a site within a specific time period; often used as a measure of size and reach. UU Reach = unique user reach of a campaign • User Session – the time spent between a user starting an application, computer, website, etc and logging off or quitting. Unique user sessions = same as UU reach • Traffic – number of visitors who come to a website (measured in impressions or UUs) • Action/ Spotlight Tags – a pixel that sits on the advertiser’s website (designated/selected pages); these count the number of people who interact with those pages, e.g. buy a phone. The people counted are only those who have been exposed or clicked on the advertiser’s digital ad • Cookie – a small text file on the user’s PC that identifies the user’s browser and hence, the user, so they are ‘recognised’ when they re-visit a site; e.g. it allows usernames to be stored and websites to personalise their offering│Page 41
  • 39. Glossary – Key digital planning terms continued STANDAR TARGETING D • Contextual Targeting – advertising tailored and targeted to the content on the web page being viewed by a user at that specific time • Demographic Targeting – targeting users based on their demographic profile – gender/age • Behavioural Targeting – uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (e.g. filling out preferences or visiting certain areas of a site frequently) and looking for patterns MEASUREMENT TOOLS • Ad Tracking/ Third Party Ad–Serving – technology which allows us to record how many times people see our ads, click on our ads and what they do next. Third party ad-serving and tracking systems control campaigns across multiple sites; Nokia uses DoubleClick DFA (DART for advertisers) • Brand Tracking – bespoke surveys delivered in and among bought online media campaigns, allowing us to measure qualitative response and awareness of advertising or brand│Page 42
  • 40. Types on Online Ad Formats│Page 43
  • 41. Leaderboards (728x90) • Pros: • Cons: – High standout – Often placed on pages where – Generally good positioning there is a low dwell time│Page 44
  • 42. Skyscrapers (120x600) + Wide Sky Scrapers (160x600) • Pros: • Cons: – Low CPM – Can be located below the page fold – User notices the ad when – Format makes it hard to use the full scrolling down page space available│Page 45
  • 43. MPUs (300x250) • Pros: • Cons: – Best combination of impact and – High CPM efficiency – Useful aspect-ratio for creative│Page 46
  • 44. Homepage takeovers • Pros: • Cons: – Highly impactful – High capital cost – Best awareness driver – Usually cost-inefficient although – Many creative options can generate high volume│Page 47
  • 45. Overlays • Pros: • Cons: – Highly impactful – Can be considered intrusive and – Excellent at driving engagement disruptive to users’ experience – Roll over, click to expand or open required to drive interaction│Page 48
  • 46. Video overlays • Pros: • Cons: – Can stream video or games – Users have to rollover or click to straight into ads expand to drive interaction – Excellent visibility on site or – Users often click or rollover to channel expand accidentally and then do not engage with ads│Page 49
  • 47. Expandable Skyscrapers • Pros: • Cons: – More cost effective than MPU – Can be intrusive and annoying expandables – Once expanded they are a large format with huge opportunity to engage│Page 50
  • 48. Display media in action│Page 51
  • 49. Average click-through rates by sector So urc e : Do uble c lic k│Page 52
  • 50. Average click-through rates by region So urc e : Ey e bla s te r│Page 53
  • 51. Average click-through rates by format So urc e : Ey e bla s te r│Page 54
  • 52. Online display campaigns also improve search performance S o urc e : A s I titute tla ns│Page 55
  • 53. Case study 1 Scale/Impact/Reach Brand Response Targeted/Communities│Page 56
  • 54. Nokia Play – Rihanna driving scale, awareness and sign-ups│Page 57
  • 55. Overview • Nokia presents ‘Rihanna album launch party’ in London, with LIVE streaming • Markets US, UK, AU • Complementary search activity also live • Objectives for bought digital media: – Drive awareness of the event – Registrations for ‘appointment to view’ – Deliver reach within 15-24 year olds and Rihanna fans + 25-34 year olds and Music fans│Page 58
  • 56. Online partners • Selected media partners based on reach and content focus • Key social portal in US • World’s no. 1 entertainment • Large music reach with an site audience interested in music • Key portal delivering reach • Ability to talk to Rihanna within target audience R’n’B fans│Page 59
  • 57. YouTube • Ran homepage takeover - expandable MPU (UK only) for two days, including day of event • Ran offsite ads, including search ads, watch-page and companion ads • Demo/interest targeted│Page 60
  • 58. MySpace • Homepage takeover in UK, (day of the event) • ROS of site ads, blend of all audience and demo targeting│Page 61
  • 59. Results • Campaign reached over 4 million 15-24 year olds (but reached many more adults overall) • The more relevant the targeting to Rihanna and Music, the stronger the results • Through negotiation Nokia received €34,000 of added value impression and content • YouTube click-to-play ads received 0.05% CTR; average results for YouTube. MySpace delivered 0.18% from ROS activity targeted to music fans • 40,000 registrations for the ‘Live Show’│Page 62
  • 60. Brand versus performance│Page 63
  • 61. 1. A user after the useraround delivered byad, on has user and 4. hours clicks on to the Ad drops cookie 3. The user arrivesa adserver the Nokia site’ thethe been a 2. Electronically, the nokiaNokia site a the Yahoo!ad server is 24 6. 5. navigates has clicked on that there records able visit ‘action pageto the clicks number of this click’ recordsreport the request’ on‘postpage conversions that the ad generated. The actual number of conversions will vary depending on the ‘post click’ and ‘repeat conversion window’ Electronic path AD SERVER Doubleclick Doubleclick Adserver Adserver Spotlight Spotlight Tag Tag IMPORTANT The Doubleclick Ad server tag is hardcoded on the website. Therefore, the ad server is updated every time the page loads. Regardless of media│Page 64
  • 62. The importance of post-view tracking Banner on Click to site web page Purchase No click Arrive on site View pages / Sign up Up to 60% of total responses can be indirect Time delay – up to 30 days Recent example Day 1 – 40% Every stage will see Day 14 – 70% drop off!│Page 65
  • 63. Why conversions matter more than clicks│Page 66
  • 64. Optimisation (test, learn and re-invest strategy) Test sites Test options Invest more in sites that deliver on campaign objectives Optimisation│Page 67
  • 65. Buying approach: so many options CPM CPA CPC Tenancy deals Short term Sponsorship Auctions│Page 68
  • 66. Key differences between the three basic buying models High High High High cost risk CPM Deal control learning CPC Deal Low Low Low Low cost risk control learning CPA Deal│Page 69
  • 67. Buying models: risk v return Volume CPM Effective CPA of 60 CPC CPA Negotiated CPA of 60 Risk│Page 70
  • 68. The fine balance between efficiency and volume Acquisition (e.g. sales) volume 5,000 E.g. Microsoft Network 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 Restriction Wastage 500 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0 1 0 1 0 2 1 0 3 1 CPA (EUR)│Page 71
  • 69. Optimisation in action – N97 mini campaign on MSN Test period│Page 72
  • 70. From 90/10 to 50/50 Impact / Device launch (sales) Impact / Device launch (sales) cost / cost / resource resource + Service activations 90 10 50 50 Time Time Moving towards more constant communication to activate key services + Ovi Store│Page 73
  • 71. Launch verses ongoing: digital media implications Impact / Device launch (sales) Impact / Device launch (sales) cost / cost / + resource resource Service activations 90 10 50 50 Time Time Homepage takeovers Low-cost ad networks Rich media formats Affiliate marketing Reach blocks Holistic approach to search Email newsletter advertising Standard media formats Broader targeting Behavioural targeting and retargeting│Page 74
  • 72. Relationship between frequency and conversion yield Cumulative Conversions (% of campaign conversions yield at each frequency level) 100% 90% % of Campaign Conversions 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 User Frequency Level│Page 75
  • 73. The reality of digital conversion The ‘Last Ad’ standard The reality ­ Last ad clicked Campaigns reach consumers multiple times, across multiple channels, over extended periods of ­ Last ad viewed time Banner R Media & ich Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google C Converters C C C C ? 60 45 30 15 0│Page 76
  • 74. Sample media plan: ovi store registration campaign│Page 77
  • 75. Measuring effectiveness online – overview Response Activity Nokia tracking technology Click and post –click tracking DoubleClick (search and display) Banner interactions DoubleClick Qualitative studies Dynamic LogIc Tracking/brand Buzz tracking (mapping chatter Wunderman Listening Post in blogs, forums etc) Awareness│Page 78
  • 76. Focus on Targeting via Ad Networks│Page 79
  • 77. Advanced targeting opportunities • Creative re-targeting (ad server level) • Owned re-targeting (ad server or ad network) • Behavioural targeting (ad network) • Sequential messaging (ad server) • Search re-targeting (ad server)│Page 80
  • 78. The rise of behavioural targeting of targeting Sophistication User event Behavioural targeting triggered Registered user interest Standardised audience-based Time of day/ week targeting Demographic/ geographic Mass Contextual (property-based) reach Run of network Market maturity│Page 81
  • 79. Behavioural targeting marketplace 1999 - 2001 2002 2003 2004 2005 2006 2007 2008 First behavioural Onsite publisher- Behavioural Behavioural ISP data attempts side behavioural targeting across ad networks exchanges Yahoo, Engage TACODA and and DoubleClick Revenue DrivePM, Right Media Several Science BlueLithium and companies Wunderloop│Page 82
  • 80. Behavioural targeting framework Reach Awareness Re-targeting Consideration 3. Creative Improving conversion to purchase 4. Onsite Purchase Re-targeting Retention 5. Onsite│Page 83
  • 81. Behavioural and dynamic creative opportunities Product offers (Feed 1) Various attributes • Name • Description • Image • Mini image • Category User attributes • Behaviour Store locations (Feed 2) • Demo • Geo Template│Page 84
  • 82. Case study 2 Scale/Impact/Reach Brand Response Targeted/Communities│Page 85
  • 83. Nokia e72 • B2B targeting - display, mobile and contextual ad networks│Page 86
  • 84. Overview • To announce the launch of the new Nokia e72 Objectives • Create awareness of the device to business (CXO and IT managers), by highlighting corporate solutions • Regain lost share in smartphones section (in particular to BlackBerry • Drive traffic to site to learn more Overview│Page 87
  • 85. Overview – digital • Bought digital media traffic drivers • Display B2B destinations – Business week online, CNN Money, FT, The Economist, NYTimes, WSJ, Time.com – Mobile display (Time mobile, WSJ Mobile, BBC mobile – Vibrant – Contextual (relevant ad network sites) • Successfully achieve visibility with BlackBerry target audience│Page 88
  • 86. Awareness driver B2B targeting • CPM bought display activity across several key business related portals • Delivered above average industry CTR of 0.32%, 255% higher than industry average • Could only track conversion to site, due to time constraints and therefore no data leading to actual registrations/ sales etc available│Page 89
  • 87. Mobile display • Activity ran on Time (mobile), BBC (mobile) and Wall Street Journal (WSJ) • Targeting BlackBerry users • Delivered strong results CTR of 0
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