ch 16 18-mp_buying_ppt_rev_10.13

Media Planning & Buying in the 21st Century

CHAPTER 16

Digital Marketing


Agenda

Digital advertising trends

Role of online in marketing/media mix

Digital advertising options

Types of online adsA few ways to buy

online adsCase study examples

Digital Advertising TrendsPaid Search is #1

Role of Online in Media Mix

Generate website traffic/visitors

Branding (Image)

Branding (Awareness)

Increase reach of offline media

Expand reach to light users of established media

Serve as direct response vehicle

Online

Advantages Consumers control what they see/solves relevance issue - Can

target interested prospects, e.g., Key Word Search Quality video is increasing in importance

- Online commercials can vary in length- Video presentation on website

Growing creative options, e.g., Rich media & video High reach potential if investment is sufficiently high Flexible rate options - CPM impressions, CPP, etc.

Disadvantages - ROI measurements can be difficult & hard to integrate

w/offline - High cost potential - Email spam/new regulations - Environment constantly changing for buying options

Digital Advertising Options

Organic Search Paid Search Display Advertising

Banner Rich media Video Sponsorships

Social MediaMobile messagingEmailClassified and directoriesNative advertising

Search Advertising

Definition- Search advertising is defined as paid search (revenues from paid-only links associated with a search term listed outside the main search results) and paid inclusion (revenues from sponsored links within the main search results).

Purchasing Key Words/phrases - PPC/CPC Search Engines. - Examples: Google AdWords, Yahoo, Bing

- You bid on key words which your target audience is likely to search - Optimize to low cost/high click - Clicks may be targeted by country and/or local

market

Display AdvertisingBanner, Rich Media, Video, Sponsorships

Display Advertising• Standard display ad units – leaderboard (728x90), medium box (300x250), lg.

rectangle (300x600), skyscraper (160x600)

Rich Media• Ads that employ richer graphics, audio or video within the banner or ad, enabling

users to interact with the ad without leaving the page on which it appears.

• Includes online video advertising

Video Advertising• Attracts greater attention on page

• Generates a higher rate of post-impression activity and higher CTR than non-rich media

• Growing at a huge rate

Sponsorships• Inexpensive (generally) high profile placement

• Huge audience targeting opportunity

Social – Mobile – Email – Classified - Native

Mobile

Start with the insights. Consider how your audience is using (or will use) mobile devices.

Try to identify patterns and behavior.

Use mobile to deliver the right message at the right time. Your audience expects mobile messages to be more tailored and

customized compared to other advertising channels. Segmenting your audience and targeting them in specific ways.

Mobile lifestyles are changing how consumers search. Consumers are opting to make their mobile device the primary

means of search

Social – Mobile – Email – Classified - Native

Email Uses before, during and after the sales cycle Use for customer relationship management Sales Promotions Generate Awareness

Classified/Directory Consumers who are “in market” conducting research Search and the decision making process Generate Awareness

Monthly Market Penetration and Size

The majority of the Internet population is now using directories

Even unique life events (like car buying or job seeking) are common

0

25,000

50,000

75,000

100,000

125,000

150,000

Directories/Resources

Automotive Careers

Un

iqu

e V

isit

ors

(M

M)

Source: comScore MediaMetrix; Total US Internet February 2006

72% Reach

29% Reach

27% Reach


Native Advertising

Native Advertising

Can marketers change their messages from unwelcome interruptions to a natural, integral part of how people consume information?Better yet, can ads actually add value to the user experience?

This is the promise of native advertising.


Two ways to buy online advertising

Single site/buy direct from publishers

Media buyer deals directly with the publisher to negotiate specific placements or custom advertising opportunities on a single site or group of sites within the publisher's control.

Network/Ad Exchange

Ad networks allow distribution of ads across a broad array of different websites.


CHAPTER 17

Social Media


W H AT A R E S O C I A L M E D I A ?B E N E F I T S O F S O C I A L M E D I A M A R K E T I N G

B L O G SS O C I A L N E T W O R K I N G

S O C I A L B O O K M A R K I N GS O C I A L N E W S

V I D E O S H A R I N G

Agenda


What are Social Media?

“Refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual

communities and networks”


Some Categories of Social Media

Social Networks Bookmarking sitesSocial NewsMedia SharingMicrobloggingBlog Comments and

Forums


Benefits of Social Media Marketing

In 2008, eMarketer surveyed marketers about the benefits of social media marketing:

Results: Engagement (85%) Direct consumer communication (55%) Low cost (51%) Brand building (48%) Market research (42%) Reach (37%)


Blogs & Blogging

Blogs are weblogs where people can publish their thoughts and opinions

Many are blogs about a product category in which the advertiser does business, e.g., diet food company may have a blog about how to lose weight

Blogs may also display ads from other internet advertisers

Technocrati (tracks blogs) was tracking 112 million blogs by end of 2007 (but nobody knows how many blogs and bloggers there actually are)


Serious Eats: a Food Blog


Social Networking Sites

Social networking sites provide a place for people to build relationships with others who have similar interests. The leading sites: Twitter Facebook Google+ Pinterest LinkedIn Instagram


Twitter


Facebook


Linked In


Social News Sites: Digg


Social Bookmarking sites:Stumble Upon


Video Sharing: You Tube


Choosing Social Media

Identify your brands audience and goals

Understand the strengths that each social network offers to brands

ch 16 18-mp_buying_ppt_rev_10.13

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