digital advertising final - revised › wp-content › uploads › ...remarketing, branded and non...

DIGITAL ADVERTISINGAN INTRODUCTION

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ARE YOU PREPARED FOR CHANGE ?

• Who am I and What is MY ROLE ?

• Do you believe… I CAN MAKE A DIFFERENCE !

• Why? I WILL LEARN NEW SKILLS !

• How? I AM COMMITTED TO LEARN & APPLY MY NEW SKILLS !

• House Rules…


WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #1: Describe the relevance and role of media in relation to the

consumer decision journey..

• How is digital marketing any different from marketing ?

• Relate Product to Sales to Marketing to Customer Life Cycle

• The Role of Paid Media, Owned Media, Earned Media.

• Identify and Describe the 5 mediums of digital advertising and its function.

• How does Display (Desktop & Mobile), Video, Audio, Social, Search work?


WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #1: Describe the relevance and role of media in relation to the

consumer decision journey..

• Identify consumer path to purchase and the touch points.

• Define and Describe the various advertising terminologies.

• Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates).

• Campaign Metrics (Impressions, Clicks, Clickthru Rates, Enagagement Rate, Completion rate, Conversion rate).

• ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) .


WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #2: Prepare digital marketing campaign’s budget for approval.

• Apply and Model digital advertising strategies.

• Defining Branding Objectives.

• Defining Performance / Conversion Objectives.

• Defining Engagement Objectives.

• Select schedule / roadmap for digital marketing campaign within budget.

• Develop performance indicators for digital marketing campaign for reporting.


WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #3: Knowing How the Digital Landscape is Evolving

• The current digital advertising ecosystem

• What is programmatic?

• What is Re-targeting?

• What is Ad tracking? Why is adtracking so important?

• GDPR, does it matter?


HOW MUCH DID YOU NOTICE OR RECALL ?

• Recall and share your path to purchase the last time you…• Bought a travel package• Bought a gift for your loved ones• Bought an air filter mask

• In your sharing; • When you last access TV, Radio, Publication, Mobile, Desktop ?

• As an advertiser, what would you do to improve ?


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Skillset #1: Describe the relevance and role of media in relation to the consumer decision journey..

– How is digital marketing any different from marketing ?

– Relate Product to Sales to Marketing to Customer Life Cycle

– The Role of Paid Media, Owned Media, Earned Media.

DEBATE

“Digital Marketing is more effective than mainstream marketing”

• 3 speakers @ 3 mins for presentation and rebuttal

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Audience Early Adopters

MainStream Late Adopters Laggards

Market Size Small Growing Large Shrinking

Sales Low High Plateau Declining

Intended Focus Awareness Market Share Customer Retention Transition

Marketing Strategies

Induce Trial / Secure

Distribution / Higher Income

Groups

Sell More on Features / More

Distribution points / Lower

prices / Product preference

Convert non users / More Product Uses / Marked Down prices / Increase promotions and Ads / Find Niche

Focus on profitable segments / Dominate specific segments / Divest

Customer Engagement Tactics Reach Act Convert & Engage Engage

Prod

uct S

ales

Intro Growth Maturity Decline

Product Life Cycle: Four Basic Stages

Window Shopper

RepeatCustomer

LoyalCustomer

UndecidedCustomer

First timeCustomer

Lapsed

Display (Mobile / Desktop), Video, Audio, Social MediaOOH

Remarketing, Branded and Non Branded Search (SEM, SEO), Video

Remarketing, Search (SEM), Email Marketing, Social Media, Branded and Non Branded

Marketing Automation, 1:1 Email, Social Media

Awareness / Attention

Interest / Desire

Acquisition

Retention / Loyalty

RECOMMEND VEHICLES OF COMMUNICATION

CONSUMER PATH:OWNED, PAID AND EARNED MEDIA

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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

DIGITAL MARKETING :OWNED, EARNED AND PAID MEDIA .

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Media Type Definition Examples Purpose Pros Cons

Owned Media Channel a brand controls

- Website- Blog- Twitter

Build for longer-termrelationships with existing potential customers and earn media

- Control- Cost efficiency- Longevity- Versatility- Niche audience

- No guarantees- Company

communication not trusted

- Takes time to scale

Paid Media Brand pays to leverage a channel

- Display Ads- Paid Search- Videos- Audio

Pushes presence that feeds owned and creates earned media

- In demand- Immediacy- Scale- control

- Clutter- Declining response

rates- Poor credibility

Earned Media When customers become the channel

- WOM- Buzz- Viral

Listen and respond –earned media is often the result of well-executed and well-coordinated owned and paid media

- Most credible- Key role in most

sales- Transparent and

lives on

- No Control- Can be negative- Scale- Hard to measure

THE 5 MEDIUMS :ADVANTAGES AND DISADVANTAGES

Review the various ad formats..

• Display (Desktop & Mobile) / Video / Audio / Search / Social

• Visible ? Audible ? Engaging ? Do you trust ? Are you inclined to explore ?

• Which aspect of the path to purchase would your medium be most relevant ?

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CUSTOMER EXPERIENCE (CX)


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Skillset #1: Define digital marketing objectives based on the digital strategy .

- Identify and Describe the 5 mediums of digital advertising .- Display (Desktop & Mobile), Video, Audio, Social, Search .

DISPLAY

•Key considerations for understanding why it works

ØReal Time collection of data / feedback

ØDynamic and least costly to produce


VIDEO


ØRecall works best with evoking emotions

ØFully engaged


AUDIO


ØPersonal

ØCaptive engagement


SEARCH


ØUser Initiated

ØHigh Intent


SOCIAL


ØViral and Highly connected

ØTrust and Conviction


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- Identify consumer path to purchase and the touch points .

- Define and Describe the various digital advertising terminologies .

- Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates) .

CONSUMER PATH TO PURCHASE

“Assuming that you have a shop, envision how you would close a sale”

• Think about

• The product / service that you are offering .

• The location of your shop

• The number of shoppers visiting your shop .

• The frequency of shoppers visiting your shop .

• The average time spent in your shop .

• The way the shopper is engaged .

• If your rent is $15,000 a month, how much items do you need to sell to break even ?

• The average spending amount of your shopper .

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SITE METRICS

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Shop Site

Traffic Source

Page Visits

Visits / Unique Visits

Sessions

Bounce Rates

Time Spent

Engagement Rates

Conversion Rates

SITE METRICS TERMINOLOGIES


Site Terminologies Definition

Traffic Source The origin of the traffic

Page Visits The number of times users arrive at a site

Visits / Unique Visits The number of users / unique individuals arrive at a site

Sessions An activity devoted upon arrival at a site

Bounce Rate Upon arrival at a site, users leaving the site immediately

Time Spent The duration devoted at a site

Engagement Rate The users interaction within a site

Conversion Rate Users who took action beyond interaction within a site

SITE STRUCTURE


Homepage

Index page

Articles page

Index pageIndex page

Articles pageArticles page

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- Campaign Metrics (Impressions, Clicks, Clickthru Rates, Enagagement Rate, Completion rate, Conversion rate) .

CAMPAIGN METRICS TERMINOLOGIES

“Matching the metrics”

• Activities related to a campaign .

• A typical digital display campaign report .

• Read the description of terminologies .

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CAMPAIGN METRICS TERMINOLOGIES

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Campaign Metrics Definition Formula

Impressions Opportunity to see a display ad -

Clicks Users response to an ad -

Clickthru Rates The percentage of Users responding to an ad in relation to viewing an ad

Clicks divided by Impressions

Engagement Rate The users interaction with a campaign (Clicks + Shares + Likes) divided by Total Exposure of Campaigns

Conversion Rate Users who took action beyond interaction within a site

(Registration, Purchase) divided by Clicks

Video Rolls Opportunity to see a video ad(pre-roll/mid-roll/post-roll)

-

Completion Rate Users who completed viewing the video content The number of video completions to the number of video starts

SAMPLE OF CAMPAIGN REPORTS (DISPLAY)


SAMPLE OF CAMPAIGN REPORTS (VIDEO)


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- ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) .

ROI METRICS

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ROI METRICS


ROI METRICS TERMINOLOGIES


Acronyms What it means Formulaes

CPMeCPM

Cost per thousandEffective Cost per thousand

- $price @ 1,000 impressions- Total media investment divided by the total campaign

impressions

CPC eCPC

Cost per clickEffective Cost per click

- $price @ click- Total media investment divided by the total campaign clicks

CPV CPCV

Cost per viewCost per completed view

- $price @ view- $price @ completed view

CPL Cost per lead - Total media investment divided by number of sales contact

CPD Cost per download - Total media investment divided by number of downloaded apps

CPA Cost per acquisition - Total media investment divided by number of purchasesonline

RATE CARDS


ARE YOU GOOD IN BUDGET PLANNING?

• Split into 3 teams .

• Discuss .

• Send representatives to present the answers .

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DEFINITION CPM : COST PER THOUSAND IS A MARKETING TERM USED TO DENOTE THE PRICE OF 1,000 ADVERTISING IMPRESSIONS ON ONE WEBPAGE. WHAT DOES M REPRESENTS? REPRESENTS "MILLE"; ROMAN, FRENCH, LATIN FOR THOUSANDS.


• $5 CPM means for every 1,000 impressions it will cost $5/-

• What is the price of 1,000,000 impressions if CPM is $2/-?

• What is the price of 10,000,000 impressions if CPM is $2/-?

• What is the price of 100,000 impressions if CPM is $2/-?

• What is the amount of impressions if CPM is $2/-?

• What is the amount of impressions if CPM is $2/- and I have $500 to invest?

DEFINITION : CLICK-THROUGH RATE (CTR) IS THE RATIO OF USERS WHO CLICK ON A SPECIFIC LINK TO THE NUMBER OF TOTAL USERS WHO VIEW A PAGE, EMAIL, OR ADVERTISEMENT.CLICKS DIVIDED BY IMPRESSIONS = CTR

• The speed at which one has responded to an ad.

• The efficiency of a digital campaign.

• The likelihood that an ad gets a response.

• The success of a digital campaign.


HIGHER LEVEL OF UNDERSTANDING : QUIZ THAT ENSURES ONE UNDERSTANDS THE PRINCIPAL AND RELATIONSHIP BETWEEN CPM & CTR.

• If my CTR is 2% and my CPM is $3/-, How many responses did I get and what is the average cost per response?


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Skillset #2: Prepare digital marketing campaign’s budget for approval

- Apply and Model digital advertising strategies .

- Defining Branding Objectives .

- Defining Performance / Conversion Objectives .

- Defining Engagement Objectives .

DIGITAL MARKETING STRATEGY, OBJECTIVES & MECHANICS

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STRA

TEG

Y

Interactive BannerDisplays Drive Engagement and RegistrationsVideo Engagement

CRM Efforts MembershipDrive

What conversations track best with audience?

SEM / SEO

Content

Referral Offers / Nominate BFFs / Good Neighbours Testimonials

Presence in Channels

- Beauty- Lifestyle- Family- Health- Life & Love- Hair, Skin,

Body

Online Poll or Feedback via Facebook

“OnlineSpecials” Discounts

MEC

HA

NIC

SO

BJEC

TIV

ES

CASE STUDY

“Look at the case in front of you, what can you do to help ?”

• Our future

• Ahead of the game

• Staying relevant

Can you identify the Mechanics ? Objectives ? Strategy ?

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HOW TO IDENTIFY OBJECTIVES AND STRATEGY ?

A Check List …

• Brand : Awareness, Brand Lift, Brand Perception, New Launch, Reach and Frequency

• Engagement : Intent, Likes, Shares, Comments, Reach out, Responses

• Performance : Contest, Entries, Acquisitions, Leads, Purchases, Bookings

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Skillset #2: Select Schedule / Roadmap for digital marketing campaign within budget.

CASE STUDY

“Look at the case in front of you, now you have identified your strategy, objective and mechanics …”

• Our future

• Ahead of the game

• Staying relevant

Prepare a Workflow and Mediaplan

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PREPARE DIGITAL MARKETING CAMPAIGN BUDGETWORKFLOW

• Sample: refer to excel sheet


PREPARE DIGITAL MARKETING CAMPAIGN BUDGETMEDIAPLAN

• Sample: refer to excel sheet


DIGITAL MARKETING CAMPAIGN BUDGET

• Strategy: Objective & Mechanics

• Workflow : Dates, Execution, Expected Outcome

• Mediaplan : Costs, Effective ROI


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Skillset #2: Develop performance indicators for digital marketing campaign for reporting.

CASE STUDY

“Look at the case in front of you, now you have identified your strategy, objective and mechanics …”

• Our future: 10,000 App downloads

• Ahead of the game: 50,000 purchases

• Staying relevant: 1,000 bookings in a month

Prepare a Workflow and Mediaplan within a budget of $100,000

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Skillset #3: Knowing the Digital Landscape

- The Evolving Digital Advertising Ecosystem

CASE STUDY

• Look at your company setup, in your role as a business owner / marketer, identify stakeholders and resources needed to run a campaign.

• Internally: Human Resource, Knowledge, Time, Data

• Externally: Consumers, Behaviors, Data

• Any other factors to consider?



Skillset #3: Knowing how the Digital Landscape is Evolving

- The World of Programmatic

WHAT IS PROGRAMMATIC AD BUYING?

• A Program is a set of instructions that define the order in which a computer would operate.

• Programmatic Buying is a set of instructions that define the order in which a computer would buy media to advertise.


HOW DOES PROGRAMMATIC AD BUYING WORK?

• When a consumer loads a web page with an available space for an ad impression, the publisher of the page puts up the ad impression in an ad marketplace. The ad marketplace then runs a match amongst advertisers interested in the opportunity to serve an ad to that consumer. Dozens of advertisers may simultaneously compete by means of an auction. Ultimately, only one of them wins the auction and earns the right to serve an ad to the consumer.


Ad, URL & Price

IS PROGRAMMATIC AD BUYING THE SAME AS REAL TIME BIDDING?


DMP

Any Commitments?

PublisherAd

Server

PublisherAd

Server

PublisherAd Server

Clears the Impressions in a programmatic direct way

PublisherAd Serverc

Clears the Impressions Programmatically

PublisherAd Server

PublisherAd Server

Ad Networks

SSPs

Traders

PublisherAd Server

PublisherAd Server

Private Exchanges

Open Exchanges

Open Exchanges

Open Exchanges

Open Exchanges

Ad Networks

Traders

DSPs

OpenXRTB Publisher

Ad Server

PublisherAd Server

OpenXRTB

PublisherAd Server

OpenXRTB

CATEGORIES OF PROGRAMMATIC


Nature of Deals Nature of Inventory

Price Variant Buyer to Seller Ratio

Other MarketTerminology

OtherFactors to Consider

AutomatedGuaranteed

Reserved Fixed 1S : 1BProgrammatic GuaranteedProgrammatic PremiumProgrammatic DirectProgrammatic Reserved

Priority in deliveryDeal IDData UsageTransparencyPrice Floors

Non Guaranteed

Unreserved Fixed 1S : 1BPreferred DealsPrivate AccessFirst Right of Refusal

Invitation Only Auction

Unreserved Auction 1S : FewBPrivate MarketPlacePrivate AuctionClosed AuctionPrivate Access

Open Auction Unreserved Auction 1S : AllBReal-Time Bidding (RTB)Open ExchangeOpen MarketPlace

HOW DIGITAL MEDIA IS VALUED?


CASE STUDY

• What resources would you need to go programmatic?

• Skills & Expertise? Stakeholders?

• Data Management?

• Tracking and Measurements?




- What is Re-targeting

WHY IS RE-MARKETING (AKA RE-TARGETING) IMPORTANT?

• 97% of consumers do not buy on the first visit.

• 15% of consumers buy on subsequent visits.

FOLLOWING UP ON YOUR LEADS… RE-MARKETING

1. Users visits but leaves without buying

2. Users clicks to shopping cart but leaves without buying

3. Users last chance to buy now.

Product Websites

eCommerce / Marketplace

Mediacorp Network of Sites

Remarketing is Focused and Lower Cost | Increase Site Traffic by 3x-4x | Increases Brand Awareness

eCommerce / Marketplace

User Journey

Tracker Implementation

CASE STUDY

• If you were to plan for Re-targeting efforts, what and how would you plan for your site?

• Products? Genres?

• Price?

• What KPIs would you consider?




- What is Ad Tracking? Why is adtracking so important

A SIMPLIFIED ONLINE CAMPAIGN SETUP

WHAT IS A COOKIE?

Cookies are tiny plain text files that are saved within your browser when a user surf a website. They contain specific information that identifies the user and remember the user’s activities on the website. Cookies are set to expire after a specific period.

1hp-b2e-b96d

Authenticate Session Preferences

THE BASIS OF ONLINE TRACKING

MOST SOUGHT AFTER TRACKING• 2 over-arching principle

• View-through: Activity is performed after the user has seen

• Click-through: Activity is performed after the user clicks

• Multiple types of conversions

• PAGE VIEW

• DAILY VISITS

• ITEM PURCHASED

• TRANSACTION (Sales)

• APP DOWNLOAD

• CUSTOM

Webpage

<!DOCTYPE html><html lang="en-US" prefix="og: http://ogp.me/ns#"><head>

<meta name="viewport" content="width=device-width, initial-scale=1.0, maximum-scale=1, minimum-scale=1, user-scalable=no"><script type='text/javascript'>var axel = Math.random()+"";var a = axel * 10000000000000;

document.write('<imgsrc="https://pubads.g.doubleclick.net/activity;xsp=3316;qty=1;cost=[revenue];ord=[order id]?" width=1 height=1 border=0/>');

</script><noscript><img

src="https://pubads.g.doubleclick.net/activity;xsp=3316;qty=1;cost=[revenue];ord=[order id]?" width=1 height=1 border=0/> </noscript>

Page source

Ad Serving and InterestTracking

Example: Impressions, Clicks, CTR, Audience,

Interests, Behaviors, Interaction rate,

Completion

Activity Tracking

Example: UVs, PVs, Daily Visits, Dwell Time, Scroll Depth

Activity Tracking

Example:UVs, Transactions, Items

Purchased

Activity Tracking

Example:UVs, Transactions,Items Purchased

CONVERSION TRACKING FLOW

Sites Publisher(Desktop/

Mobile Web)

Mobile Apps SocialMedia

Blogs / Forums

Search Marketplace(E-commerce)

3rd Party Ad-serving

Yes Yes No No No No

CookieTracking

Yes No No No No No

AlternativeSolutions

Yes(Web-

analytic)

Yes(Device ID)

Yes(Click

tracking)

Yes(Keywords -

Social Listening)

Yes (Click

tracking, Web-

analytics)

No

CAPABILITIES AND LIMITATIONS OF TRACKING

CASE STUDY

• When you are planning and prepping for campaign execution, Where and what are the touch points that you would need to track…

• Brand Awareness

• Lead Generation

• Acquisitions




- GDPR, does it matter?

PDPA & GDPR

• Singapore Personal Data Protection Act 2012 (PDPA) is a law that governs the collection, use and disclosure of personal data by all private organizations. The Act has come into full effect on 2nd July 2014. Organizations which fail to comply with PDPA may be fined up to $1 million and suffer reputation damage

• The General Data Protection Regulation (GDPR) (EU) 2016/679 is a regulation in EU law on data protection and privacy for all individuals within the European Union and has come into effect 25 May 2018. It addresses the export of personal data outside the EU. GDPR seeks to give people more control over how organizations use their data, and introduced hefty penalties for organizations that fail to comply with the rules, and for those that suffer data breaches. It also ensures data protection law is almost identical across the EU.


FAST FACTS IN EU

• 80% prefer free sites with ads to paying for content.

• 92% would stop using their favourite site or app if they had to pay for it.

• 42% are happy for data to be used to deliver personalized ads.


BENEFITS FOR BEHAVIORAL TARGETING IN ADVERTISING


PERSONAL DATA

• Information related to a person / human that is identifiable or can be identified.

• Name, Number, Location, Online ID etc

• IP Address, cookie ID, RFID tag when it can be combined with profiles.


DATA SUBJECT RIGHTS

• The right to access

• The right to rectification

• The right to erasure

• The right to restrict processing

• The right to data portability

• The right to object

• Rights related to automated decisions, including profiling, with legal or significant effects


DOES IT MATTER?

• Yes! If you are the Controller or Processor based in EU.

• Yes! If you monitor the behavior of people in EU.

• Yes! If you offer goods and services to people in EU.


CASE STUDY

• What steps have you planned or put in place to ensure that you are either PDPA or GDPR compliant?


ASSESSMENT

“Look at the case in front of you, set up your campaign…”


WHERE DO I BEGIN ?

•How can I initiate a conversation ?

•Who can I begin with ?

•SMART Goals


THANK YOU!

Rodney Tay

[email protected]

EQUINET ACADEMY 92

digital advertising final - revised › wp-content › uploads › ...remarketing, branded and non...

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