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TMK.eduSITE DIRECT, VIDEO & SOCIAL
Presented by: Ashley Sobel
7/26/16
WHAT’S ON TAP
•A brief history •The current state of digital advertising• How TMK does:
•Site Direct•Video•Paid Social
•Digital planning•Q&A
HISTORY OF ONLINE ADVERTISING
Spam1978
First Clickable Ad1993
Email/Bulletin Boards1990
Source: AdPushUp
First Keyword Ad1995
Ad Servers1996 Golden Age of Banners
2000-Today Social Revolution2006-Today
Video2012-Today
THE NET IS GROWING
Source: Internet Trends 2016 by Mary Meeker
THE NET IS GROWING
Source: Projections from ITU/Live Internet Stats
2016:3,400,0000,000
OVER 1B WEB DOMAINS
CONSUMERS CONTINUE TO MIGRATE ONLINE
Source: eMarketer
AND MARKETERS ARE FOLLOWING SUIT
Source: eMarketer; Statista
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
SITE DIRECT
WHY SITE DIRECTSite Direct -- noun \ˈsīt də-ˈrekt
A method of buying digital media inventory straight from a publisher whose advantages include:
• Access to site’s full inventory • Premium inventory & placements• Share of voice • Custom sponsorships & integrations• Access to publisher-only resources• Creative flexibility
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
ACCESS TO ALL INVENTORY
“I want this, and this, and a little of that”
Choosing the exact combination of specific placements
PREMIUM INVENTORY
SHARE OF VOICE & REACH
CUSTOM INTEGRATIONS
PUBLISHER BENEFITS
• First access to new inventory, sections, opportunities• Access to custom publisher research, tools, events, etc. • Cross-platform integration • Added value
STANDARD CREATIVE
CUSTOM CREATIVE
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
VIDEO
TODAY
89 million people in the United States are going to watch 1.2 billion online videos
Source: Comscore
23
The average American spends 7:24 watching online video
PER MONTH
Source: Nielsen Video ConSensus
24Source: Cisco (Visual Networking Index)
Online video traffic will be 80% of all global consumer Internet traffic
BY 2019
25
42.5+ billion videos were streamed in 2015 on Netflix alone, a 46%
increase in video streams year over year
Source: Netflix
DIGITAL VIDEO’S GROWTH
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
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
28
SO ARE PUBLISHERS
29Source: eMarketer
Video advertising spend to grow to $9B+ by 2017
AND SO ARE WE
30Source: IAB
1. Site Direct
2. Programmatic / Network
BUYING VIDEO: CHANNELS
31Source: IAB
1. In-Stream Video
2. In-Banner Video
BUYING VIDEO: FORMATS
32Source: IAB
Generally played or viewed from a video playerLinear VideoLinear Video
(Pre-rolls, takeovers)(Pre-rolls, takeovers)Non-Linear VideoNon-Linear Video
(Overlays)(Overlays)Core Video Ad Product
Ad takes over the full video Ad takes over the full video experience for some timeexperience for some time
Ads run concurrently with Ads run concurrently with video experience and do not video experience and do not
take over the full video take over the full video experienceexperience
Consumer Ad Experience
Before, between, and after Before, between, and after video contentvideo content During, over, within contentDuring, over, within contentAd Product Placements
IN STREAM VIDEO
33
Source: IAB
Generally displayed in IAB standard ad units
In-Banner VideoIn-Banner Video(Rich Media)(Rich Media)Core Video Ad Product
Video triggered within Video triggered within banner, often explandingbanner, often explandingConsumer Ad Experience
Within the webpage, Within the webpage, generally surrounded by generally surrounded by
contentcontentAd Product Placements
Source: IAB
IN BANNER VIDEO
34
ACCORDING TO THE IAB
Source: IAB
35
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?
SOCIAL
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
TARGETING
We have broad experience buying media across Twitter, Facebook, 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.
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.
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.
DIGITAL PLANNING
STEP 1: 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, Video and Social•Determine specifically the role for each digital channel•How is the campaign / partner being bought•How will success be determined
STEP 2: 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 3: 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 4: AD SERVING
•Make sure you have all assets in hand and creative rotations set•Generate tags•Traffic buy
•Ensure confirmation
STEP 5: 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
STEP 6: OPTIMIZATION
•Across all channels, it’s aways important to interrogate results and always look to improve
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
THANK YOU!