Paid Media

The process for developing an online plan

Overview

1. The players – who they are and when we use them

2. The process for developing an online plan – how we

make decisions

New marketing ecosystem

4

The Players

5

PERFORMANCE N/W

NICHE NETWORKS

SALES NETWORKS

PORTALS

An online portal presents information from diverse sources in a

unified way.

PORTALS

Ninemsn

PORTALS

Yahoo!7

PORTALS

Fairfax Digital

PORTALS

News Digital Media

PORTALS

Mediasmart

PORTALS

Google

Examples of when we would we use a portal

When we want cross-platform opportunities e.g. Dolly online,

offline and mobile buys

When we want to reach a lot of people in one day i.e. homepages

• Product launches

To align with quality, well-established content

When we want to use a number of different environments for the

same plan (can buy under „one roof‟)

When we want to implement a content integration deal i.e. not

just banner advertising

PUBLISHER

Large/Portal

STRENGTHS

Strong reach in AU

Quality content (established brands)

Market specific opportunities

Cross platform opportunities

Lots of opportunity under one „roof‟

Targeting capabilities

Large sales teams

Video offering

Strong editorial teams by genre

Create content for advertiser

In-house production

Continually developing/changing

Rich media solutions

Access to research

WEAKNESSES

Clutter

Sometimes Inflexible and costly

Performance offerings

On and offline are separate

Harder to buy high SOV

The Long Tail (sales, niche and performance networks and

affiliates)

High reach and mass communication media is

under pressure from a multitude of small, niche

and engaging sites. Each of the sites

individually might have low reach, but when

combined they impact traditional media.

A Sales Network is company that sells advertising across a

number of unrelated sites on behalf of the site owner.

A Niche Network is a company that sells advertising across a

number of related sites which they own themselves.

SALES/NICHE N/W

Ad2One

SALES

NETWORKS

The Sound Alliance

NICHE

NETWORKS

Examples of when we would we use a sales or

niche network

When we want to reach the „long tail‟

When we want to align with a specific community e.g. mums,

youth, travel

When we don‟t have enough money to buy a large SOV on a

portal (more cost effective)

When we are looking for a unique partnership

PUBLISHER

Large/Portal

Sales Networks/

Niche titles

STRENGTHS

Strong reach in AU

Premium/quality content

Market specific opportunities

Cross platform opportunities

Lots of opportunity under one „roof‟

Targeting capabilities

Large sales teams

Video offering

Strong editorial teams by genre

Create content for advertiser

In-house production

Continually developing/changing

Rich media solutions

Access to research

Relevancy/high targeted

Pricing and negotiation

Audience engagement

Unique advertising solutions

Partnerships

Often go over and above

Easy to buy high SOV

WEAKNESSES

Clutter

Sometimes Inflexible and costly

Performance offerings

On and offline are separate

Harder to buy high SOV

Volume of traffic

Sales representation in the market

Limited innovation (sales networks)

A performance network buys remnant inventory of numerous

portals and networks and resells the inventory at a low CPM or on

a performance basis (e.g. CPA, CPC)

An Affiliate network is a company who acts as an intermediary

between a site that generates leads and an advertiser (tend to be

longer term relationships)

PERFORMANCE N/W

Top Australian Performance Networks

(Unique Browsers per month)

1,200,000 UB

4,000,000 UB

6,500,000 UB

7,500,000 UB

10,100,000 UB

8,897,000 UB

11,500,000 UB

9,000,000 UB

PERFORMANCE

NETWORKS

Affiliate marketing

AFFILIATE

NETWORKS

Examples of when we would we use a

performance or affiliate network

When we want to drive an action e.g. clicks to site, applications,

competition entries

When all we care about is low cost and high volume (perf only)

When we are running straight banner advertising campaigns (they

can‟t do fancy integration deals)

When we want to re-target an audience that have already been to

our site (performance networks have the technology)

When we want a long term tenancy to drive leads/sales (affiliate)

Big versus niche versus performance

PUBLISHER

Large/Portal

Niche titles

Performance

STRENGTHS

Strong reach in AU

Premium/quality content

Market specific opportunities

Cross platform opportunities

Lots of opportunity under one „roof‟

Targeting capabilities

Large sales teams

Video offering

Strong editorial teams by genre

Create content for advertiser

In-house production

Continually developing/changing

Rich media solutions

Access to research

Relevancy/high targeted

Pricing and negotiation

Audience engagement

Unique advertising solutions

Partnerships

Often go over and above

Easy to buy high SOV

Pay on a cost per action/low risk

Coverage on the top publishers w/o cost

Re-targeting capabilities

Targeting solutions getting better

WEAKNESSES

Clutter

Sometimes Inflexible and costly

Performance offerings

On and offline are separate

Harder to buy high SOV

Volume of traffic

Sales representation in the market

Limited innovation (sales networks)

Extremely low visibility and SOV

Lack of control on placement/blind

No rich media

Lose contextually relevance

Process of developing online plan

BRIEFING

Agree the brief

Outline objectives

Define budgets and timings

Agree Key Performance Indicators

RESEARCH

Competitive Analysis

Past learnings

Gather insights : Conduct research if required

Understand consumer online behaviour within category

STRATEGIC DIRECTION/

ARCHITECTURE

Work with offline team to identify role of digital within

overall plan

IMPLEMENTATION PLANNING

Brainstorm with creative agency

Brief publishers

Collate and discuss proposals

Form detailed plan – negotiation of placements

IMPLEMENTATION

After sign off – book

Set up campaign in tracking system

Liaise with production and upload creative into adserver

ONGOING TRACKING/REPORTING

OPTIMISING

Regular monitoring and reporting to clients

Continually gather learnings and benchmarks for client

CREATIVE DEVELOPMENT

Send spec sheet to creative dept

Advise on rich media / standard media

STRATEGIC DIRECTION

Work with offline team to identify role of digital within overall plan

Brainstorm with creative agency

PRESENTATION TO CLIENT

The brief. What else?

Creative considerations/assets

Website URL/Landing Page

KPI metrics (if different to offline)

True Blood – what else?

Strong fan presence and a range of online assets to exploit

(banners and video)

First HBO Facebook fan page to cross the million mark

• Strong focus on social please consider media such as Facebook

Digital release already available on iTunes (it was made available

day after broadcast)

Click through to Like Love website (used for the entire WB TV

offering – exclusive content, competitions and product info)

• Consider use of the current database

Planning: Research – unearthing insights

CONSUMER

How do they use web?

What do they regularly do

online?

How do they use online in

relation to your category?

What types of sites do they visit?

Are they talking about your

brand online?

CATEGORY

How is the category using the

web to promote itself?

Any category insights that are

web specific?

What role does online play in

purchase cycle?

Are they discussing the

category online?

HISTORICAL INFO

Do you have any relevant

learnings from previous

campaigns?

Planning: Research – unearthing insights

True Blood

Diehards

(Simone)

Entertainment

Connoisseurs

(Amy)

Rejecters of

this genre

(Deanne)

Communicate the launch of

Season 2 and then ensure

that they generate the buzz

for us by tantalising them

with some content that

keeps their conversation

alive right up to when they

can buy

Bring the content into her

world, align with the

entertainment we know she

loves and use that to

seduce her with True Blood

so that she can see

firsthand that it is anything

than just another Vampire

flick…

Planning: Strategic direction

Seduce them with

content they

would kill for…

Planning: Campaign architecture

Which channels best deliver

the strategy based on our

insights into the consumer

and the category?

How does it all work together?

Planning: Campaign architecture

Customer journey

Reach

Awareness

Interaction

Buzz

Favourability

Response

Arrival

Engagement

Conversion

Recommendation

Distribution

Advocay

Planning: Campaign architecture

Customer journey

Seek Involve Act Share

Awareness InvolvementActive

Consideration

Purchase

(Conversion)

Relationship

BuildingAdvocacy

Planning: Campaign architecture

Seeding Launch

Seek Share Seek Involve Act Share

Planning: Implementation

(Involve creative agency in brainstorm)

You’re invited……

True Blood Die

Hard Fans

If you LIKE EDGE OF DARKNESS

you will LOVE

Fantastic offer!True Blood is most definitely not your regular Vampire show….

Entertainment

Connoisseur

Planning: Implementation

What type of sites fit with

both the idea and the target

audience?

Planning: Implementation

Die Hard Fans

Q: How does target find out

about events/share with

friends?

A: Facebook, What‟s On

Guides

Brief following publishers:

•Facebook

•Time Out

•CitySearch

•Sound Alliance

Entertainment Connoisseur

Q: Which sites/publishers/

portals are best for our

advertorial idea/fit our target

audience/best reach?

A: Entertainment sites,

entertainment news sites

Brief following publishers:

•Fairfax Digital

•News Digital

•Ninemsn

•BigPond

•Popsugar

Other decisions we make before we brief

1. The ad formats that suit the campaign

2. Where we want the ads to be placed within the site

3. If we require any specific targeting

Format/size of ad unit300 x 600

728 x 90

120 x 600

300 x 125

300 x 250

Format/size of ad unit

Video pre-roll

Sponsored links

Placement – where the ad unit appears

within the publisher’s site or network

Run of Network

(RON)

Homepage

Run of Site

(ROS)

Buyout

Run of Category/

Section (ROC/S)

Sponsorship

When display advertising appears randomly across

the whole of a publisher network

When display advertising appears on the main

navigation page of a website

When display advertising appears randomly across

an entire site.

When display advertising takes 100% of all inventory

of a specific placement.

When display advertising randomly appears across a

specific category or section of a publisher‟s site

When the client has ownership of a specific site or

section taking all the available inventory alongside

logo branding.

Targeting options

DemographicContextual

Behavioural

RetargetingGeo/IP

Maximise effect of targeting

Match message to suit method of targeting:

Contextual Make a clear reference to the context of content

Demographic Personalise information to suit demo

Geo If relevant add geo specific reference

Behavioural Alignment with content you are “following” or

sequential ads

Re-targeting Harder hitting call to action e.g. an offer

Variables that dictate size, position,

and/or targeting

• Campaign objective – launch versus DR etc

• Creative messaging

• Budget

Target audience - how the site delivers against our target

Cost - measured against historic performance, compared to

other potential sites

Content - level of strong and appropriate content

Site brand profile - importance of site as a brand. Will

association with it help the client‟s brand/product?

Competitive activity – is it cluttered with our competitors,

will we stand out?

Response track record – how has this site previously

performed

Targeting facilitation - ability to target specific audience(s),

day of week, time of day, behavioural (if relevant)

Innovation – innovative ideas to execute the campaign

Added value – what can the site deliver over and above what

we have requested?

Synergy – with media used within the campaign (if relevant)

Evaluating publisher proposals

Planning: Implementation

Die Hard Fans

Planning: Implementation

Entertainment Connoisseurs

Chosen sites:

Hoyts

Greater Union

Fantastic offer!

True Blood is

most definitely

not your

regular

Vampire

show….

Chosen publishers/sites:

Fairfax Digital Entertainment

Ninemsn The Fix

Sample media plan

Important to keep our KPIs in line with our objectives

Planning: Setting KPIs

Reporting and optimising

Agree frequency and what client wants to see

Understanding the branding effect

Thank you

Kerry.field@mindshareworld.com

0402 893 709

http://twitter.com/mindsharesocial