Geary LSF University Presents: Digital media 101

Intro To Digital Media

Geary LSF Media Buying Services

Geary LSF Media Buying

Services

Paid Search

Ad Networks and Exchanges

Shopping Engines

Video

Social Advertising

Mobile

Local Search

Remarketing Sales generation

ROI/ROAS

Lead generation

Downloads

Branding and awareness

Interaction and engagement

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Client Campaigns

Media Team (Display

Advertising Expertise)

Account Services Team: Drives strategy and

ensures communication

Tech Team: Recommends and Deploys Tracking

Technologies

Project Management

Team: Ensures Accurate and

Timely Delivery

Web Dev. Team: Designs and Builds

Landing page experiences

Creative Team: Creates messaging strategy. Develops ad unit concepts

Analytics Team: Collects data and

makes it meaningful

Beyond Just Media: An Integrated Agency

Deployment of a successful display campaign requires a coordinated effort among multiple departments.

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DISPLAY ADVERTISINGIntro to Media

What is Display Advertising?

Display advertising, or “display“ refers to the use of graphical information beyond text on the World Wide Web that appears next to content on web pages, IM applications, email, etc. This includes most of the standard “banner“ ads,rich media,video ads & sponsorship.

Example of Display

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Main Categories of Display Advertising

• Traditional display (Banner Placements on websites)

• Remarketing (Targeting banners to users who have previously visited your website)

• Social Advertising (e.g. Facebook Ads, Ads on LinkedIn)

• Mobile Display (Graphical advertising on mobile sites or in-apps)

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About Display: Targeting Options

Content Targeting is using web content to reach the desired audience at the point of relevancy

Audience Targeting is based on online behavior using cookie data

While targeting capabilities do vary among top Ad Networks, the following tend to be status-quo:

Additional Methods of targeting

Geographic Demographic

ContextualDay Parting

BehavioralRetargeting

Common Types of Display Ads

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HTML or Static BannersGraphical ads Display ads are often available in many standard shapes and sizes, including: banners, leader boards, skyscrapers, large boxes.

Rich Media AdsRich media ads are essentially image ads that have interactive elements, animations, or other aspects that can change depending on who is looking at the ad and how they interact with the ad.

InterstitialsAn interstitial ad is a full-page ad that appears before the actual webpage.

Flash/DHTML AdsThese kinds of ads incorporate Flash animation or other motion graphics. Ads may be animated display ads in more traditional shapes and sizes, or, as of late, they can be sophisticated ads that function similarly to pop-up ads but with much deeper integration into the overall design of the site.

About Display: Typical Pricing Models

How Ads Are BoughtDirect Sales: Advertisers work closely with publishers to define everything from the creative look and feel to the size and placement on the page.

Run-of-Site / Remnant: Advertisers purchase any available inventory on a publisher’s site that hasn’t already been sold.

Ad Exchanges:Ad exchanges are companies that broker online advertising by bringing advertising buyers and website publishers together to participate in auctions for ad space

Ad Networks:Ad networks ultimately serve as the sales representatives for the websites that are part of the network

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Branding: The “Typical” Role of Display• Demand generation• Brand awareness

Direct Response:However, we have found some placements/strategies that have been successful as a lead generation vehicle

Benefits/Role of Display Advertising

There is no “one size fits all solution”. Geary LSF customizes display programs to each client’s individual needs and objectives.

PAID SEARCHIntro to Media

Defining Paid Search

• Paid Search is the process of gaining traffic by purchasing ads on the search engines.– Advertising is traditionally sold on a cost-per-click (CPC)

basis, in an auction setting– Paid search is also often referred to as PPC, CPC, or SEM

Paid Search Landscape

Example of Paid Search Ads

Distribution of Paid Listings vs. Clicks

Positioning does have importance in paid search. Often, advertisers are faced with the dilemma of cost efficiency vs. volume.

The Features of Paid Search

• Keyword based advertising• Auction-based, Cost per Click (CPC) pricing

model.• Ad Positioning is determined by Quality Score

and Maximum Bids• Text based ad copy• Geographic targeting• Day parting

Keyword Selection: Long Tail vs. Head Terms

Search Demand Curve

General terms that are shorter and less focused

Highly specific and targeted terms with several words in the term

• Grocery stores• Recipes

• Gourmet deli tray order• Best bakeries Glenview, IL

Quality ScoreA relevancy score between 1-10 is the search engine’s estimate of your advertising’s relevancy to the user. Quality score is impacted by multiple factors:

Ongoing Management and Optimization

Track

Collect Data/Test

MeasureAnalyze

Optimize

Digital Media Spend Continues to Grow

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Typical Roles of Digital Media Types

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Awareness (Display, Social Advertising)

Consideration (Paid Search, Remarketing, Display, Social

Advertising, Email)

Conversion (Paid Search, Remarketing,

Email)

Loyalty (Remarketing, Email, Social)

Advocacy (Social

Advertising)