GettingFound–PartIII

OnlineAdvertising

TheBasicsOfOnlineMarketing

10YearsAgo–EverythingWasDirect

PUBLISHERS

ADVERTISERS

AdServers

AdServers

£

Dire

ctSalesTeam

£

Agencies

PerformanceNetworks

AudienceNetworks

PUBLISHERS

ADVERTISERS

Non

‐Guaranteed

c.60%

Guaranteed

c.40%

Agencies

AdServers

MediaBuying

Platforms

DSPs

AdExchanges

DataExchanges

DataSuppliers

AdServers

AdNetworkOptimizers

AdSecurity

InternationalNetworks

PUBLISHERPLATFORMS DEMANDPLATFORMS650+CHANNELS

2million+

YieldOptimizationDire

ctSalesTeam

AdNetworks&Exchanges

HorizontalNetworks

VerticalNetworks

Asaresult,wehavecometounderstandthatnooneneedsadvertisingbecausetherearemuchbetterwaystomarketyourproducts.

Thisisagamechanger.Thistakesusfromaworldof"no"toaworldof"yes,"wheretheaudiencegetstocuratecontent,expressandshareitastheychoose,whilecopyrightholdersarenotonlyrespected,theygettomakemoney.

‐JeffBerman,MyspacePresidentofSalesandMarketing

Marketersmustsettheirgoals,thenreachouttotheinfluentialswhocanhelpthemachievethosegoals.

TheRoleofDigitalMediaInMarketing

  Monologue  OneWay  MassCommunications  Static  NoInteraction  ShotgunApproach  HardtoIdentifyCustomers  HardtoManageCustomers

  Dialogue  TwoWay(Conversational)  RealTime  Dynamic  Collaborative  Segmented  RichCustomerInteraction  RichCustomerData

BEFORE AFTER

Customer CustomersSupplierSupplier Internet

64%

18%

6%6% 4% 1%

Ifyouhadtoliveonadesertisland,whatwouldyoutakewithyou?

ComputerwithInternet

LargeSupplyofBooks

TV

Radio

CellPhone

NewspaperSubscription

TheOldWay

TheOldDaysofOnlineAdvertising  Priortothenewmediarevolution

  Onlineadvertisingwasverylimitedandheavilycontrolled  Itwaslimitedtoonlineeditionsofnewspapersandtelevisionnewschannels

  Buttogetthatspace,youwouldneedtopayaveryheftyamountofmoneyforasmallspaceandshorttimeperiods

  ThiskeptSMEsandmid‐sizedorganizationsfrombeingabletoproperlyleveragetheinternettomarkettheircompaniestothepublic

10YearsAgo–EverythingWasDirect

PUBLISHERS

ADVERTISERS

AdServers

AdServers

£

Dire

ctSalesTeam

£

Agencies

RemnantsoftheOldDays OnlineBannerAds

  Limitedsizesdependingonthewebsitedesign

  Limitationsonthecontentandfilesize

  Limitationsonthemediaformats

UnderstandingOnlineMediaTypes

DifferentMediaTypes

Paidmedia–advertisinginsertednexttoanother’scontent

Ownedmedia–brandcreatedcontent

Earnedmedia–Gettingsomeoneelsetoprovidecontentaboutabrand

HowPaidMediaWorks

HowOwnedMediaWorks

HowEarnedMediaWorks

HowTheWholeSystemMapsOut

Today’sOnlineMarketing

PerformanceNetworks

AudienceNetworks

PUBLISHERS

ADVERTISERS

Non

‐Guaranteed

c.60%

Guaranteed

c.40%

Agencies

AdServers

MediaBuying

Platforms

DSPs

AdExchanges

DataExchanges

DataSuppliers

AdServers

AdNetworkOptimizers

AdSecurity

InternationalNetworks

PUBLISHERPLATFORMS DEMANDPLATFORMS650+CHANNELS

2million+

YieldOptimizationDire

ctSalesTeam

AdNetworks&Exchanges

HorizontalNetworks

VerticalNetworks

AllowersTransmittersShapersInitiators

Brands

SalesHouses

MarketingSpecialists

MediaAgency

AdAgency

MediaChannels

DigitalPlatforms Consumers

Communication/Community

Entertainment/Personal

Expression

Information/Research/

EverydayTasks

Email

IM

Postingyourprofileonacommunity

site

CreatingyourownIM/chatroom

avatar

VisitinganInternetchatroom

Makingpoststoanonlinemessage

board

Becomingaleadcontributortoanonlinecommunity(e.g.,regularposts,moderator)

Settingupemailforwardinggroupfor“joke”emails

UsingGoogletoresearchBuying

somethingonEbay

Buyingabook/CDfromAmazon

Regularlyshoppingfor

groceriesonline

Internetbanking

JoininganInternetpaymentservice(e.g.,Paypal)

SellingsomethingonEbay

Settinguppersonalnewsviews/alerts

Regularlyreadingnews

online

Bookmarkingyourownlibraryof“favourite”

sites

Writingyourownblog/newsletter

Buildingyourownwebsite

Bookingaflightonline

SharingiTunesplaylists

Playingviralgamesthatwere

emailed

JoininganonlineRPGcommunity(e.g.,SimsOnline)

Downloadinggames

Watchingstreamingvideo

Downloadingmusic

ListeningtoInternetradio

Uploadingphotostoalbum

site

Subscribingtoonlinemovieservice

Videochat/Webcams

Websurfing

Visitingwebsitesothershave

recommended

Browsingdating/“friends”

sites

Signingupforemailnewsletter

Basic

Experienced

Enthusiast

CreatingyourownTVchannel

WhatisYourOnlineValueProposition? Whatcanyourprovidetohelp/inform/entertainmeonline?  Reinforcescorebrandpropositionandcredibility,but

messagingshows…  DifferentOVPsfordifferentmarketsandaudiences  Valuethatasitevisitorgetfromyouronlinebrandorcampaign

that…  Theycan’tgetfromyouoffline?  Theycan’tgetfromcompetitors?

  DevelopcontentstrategytodevelopOVPs  Communicatemessageforcefully:onlineandoffline

13AudienceSegments

Content and Advertising targeting

DetailofCategoriesWithinGroups

2...thenleavestobrowseotherwebsites1

Acustomerbrowsesyourwebsite...

4Oneclickbringsthemdirectlybacktoyoursite 3Targetingtech

displaysapersonalisedadtothisprospect

HowPersonalisedretargetingworks

OnlineMediaCategories  Portals

  Yahoo,AOL,MSN

  Content  NYTimes.com,CNN.com,

MSN.com,dawn.com,thenews.com.pk,jang.com.pk

  SearchEngines  Google,Yahoo,Bing

  SocialMedia(UGC)  Facebook,Twitter,MySpace

  Video  YouTube,Hulu,Vimeo

  Blogs&OnlinePublications  email&Newsletters  eCommerce

  Amazon,eBay,BestBuy.com

  ReallySimpleSyndication(RSS)  Feedburner,GoogleReader

  AdNetworks  AOL,Yahoo,Google

AdWords,advertising.com

Banner(Display)Advertisements  Definesallformsofonlineadvertisingthatisintegratingdifferentelementsandthatfollowscommonformattingguidelines

 Measuredinpixelsandkilobytes

Banner(Display)Advertisements Mostlyknownformatsare

  Leaderboard  Skyscraper  Overlayer  Showcase  Buttons&Banners

ContentAdvertising  Advertisingwovenintoeditorialcontentorplacedinacontextualenvelope

  Alsoknownas“webadvertorial”

emailAdvertising  Advertisingcampaignsdistributedviaemail

  emailaddressesselectionispossiblebasedonsocio‐demographic,behavioral,andprofessionalsectorcriteria

  Noteffectivebecauseofspamfilters

SearchEngineMarketing  SEO–NaturalPositioning

  OptimizetheHTMLcodetoeasetheworkofthesearchenginespiders

  Long‐TermApproach  RelevancyIndexOptimization  CostEfficientInvestment

  SEM–PerformanceDriven  Buyrelevantsearchqueries/

keywords/terms  “Youpayforwhatyouget”  Contextual&Short‐Term/

Mid‐Termdriven  ManagedCosts