site direct, video & social
DESCRIPTION
Presented at TMKedu by Craig Stein on August 6, 2014 Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.TRANSCRIPT
TMK.EDUSITE DIRECT, VIDEO & SOCIAL
Presented by: Craig Stein
8/6/14
WHAT’S ON TAP
•A brief history of the interwebs•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-TodaySocial Revolution
2006-TodayVideo
2012-Today
THE NET IS GROWING
Source: Internet World Stats, IDC
THE NET IS GROWING
Source: www.internetlivestats.com
2014:2,900,0000,000
OVER 1B WEB DOMAINS
CONSUMERS & MARKETERS ARE MIGRATING ONLINE
Source: eMarketer
CONSUMERS & MARKETERS ARE MIGRATING ONLINE
Source: eMarketer
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 DIRECT
Site Direct -- noun \ˈsīt də-ˈrekt
A method of buying digital media inventory straight from a publisher whose advantages include:
1. Access to site’s full inventory 2. Premium inventory & placements3. Share of voice & reach4. Custom sponsorships & integrations5. Access to publisher-only resources6. 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
1. First access to new inventory, sections, opportunities2. Access to custom publisher research, tools, events, etc. 3. Cross-platform integration 4. 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: Wikipedia
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 55% of all global consumer Internet traffic
BY 2016
25
523+ billion videos were streamed in 2013, a 35% increase in video streams
Source: NBC News
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
27Source: Huffington Post, eMarketer
GROWTH POISED TO CONTINUE
28
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
29
SO ARE PUBLISHERS
30Source: eMarketer
Video advertising spend to grow to $9B+ by 2017
AND SO ARE WE
31Source: IAB
1. Site Direct
2. Programmatic / Network
BUYING VIDEO: CHANNELS
32Source: IAB
1. In-Stream Video
2. In-Banner Video
3. In-Text Video
BUYING VIDEO: FORMATS
33Source: IAB
Generally played or viewed from a video playerLinear Video
(Pre-rolls, takeovers)Non-Linear Video
(Overlays)Core Video Ad Product
Ad takes over the full video experience for some time
Ads run concurrently with video experience and do not take over
the full video experienceConsumer Ad Experience
Before, between, and after video content
During, over, within contentAd Product Placements
Text, banners, rich media, video player skinsCompanion Ad Products
IN STREAM VIDEO
34
Source: IAB
Generally displayed in IAB standard ad units
In-Banner Video(Rich Media)Core Video Ad Product
Video triggered within banner, often explandingConsumer Ad Experience
Within the webpage, generally surrounded by contentAd Product Placements
NoneCompanion Ad Products
Source: IAB
IN BANNER VIDEO
35
r
In-Text Video(Rich Media)Core Video Ad Product
Video triggered when user mouses relevant wordsConsumer Ad Experience
Identified as a highlighted word within contentAd Product Placements
NoneCompanion Ad Products
Source: IAB
IN TEXT VIDEO
36
ACCORDING TO THE IAB
Source: IAB
37
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, Google+, 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
MANAGING CAMPAIGNS
Step One Strategy
Step Two Selection
Step Three Negotiation
Step Four Ad Serving
Inputs • Client objectives • Budgets • Planning
parameters • Research
Deliverables • Role of channel • Buying model • Success metrics
Inputs • Site audience
and analysis • Creative unit
options and constraints
• Historical performance
Deliverables
• Partner list
Inputs • Historical pricing • Marketplace
overview and conditions
• Objective & goal setting
Deliverables • Recommended
plan • Ad specs • Buy projections /
guarantees
Inputs • Creative assets • Create tags • Traffic
Deliverables • Traffic and live
campaign confirmation
Inputs • Ad server and/or
3rd party reporting
• Client provided metrics
Deliverables • Performance
reports • Optimization
recommendation
Repeat…
Step Five Evaluation
Step Six Optimization
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
Step One Strategy
Inputs • Client objectives • Budgets • Planning
parameters • Research
Deliverables • Role of channel • Buying model • Success metrics
•Determine specifically the role for each digital channel•How is the campaign / partner being bought•How will success be determined
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 Two Selection
Inputs • Site audience
and analysis • Creative unit
options and constraints
• Historical performance
Deliverables
• Partner list
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 Three Negotiation
Inputs • Historical pricing • Marketplace
overview and conditions
• Objective & goal setting
Deliverables • Recommended
plan • Ad specs • Buy projections /
guarantees
AD SERVING
•Make sure you have all assets in hand and creative rotations set•Generate tags•Traffic buy
•Ensure confirmation
Step Four Ad Serving
Inputs • Creative assets • Create tags • Traffic
Deliverables • Traffic and live
campaign confirmation
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
Inputs • Ad server and/or
3rd party reporting
• Client provided metrics
Deliverables • Performance
reports • Optimization
recommendation
Step Five Evaluation
OPTIMIZATION
•Across all channels, it’s aways important to interrogate results and always look to improve
Repeat…
Step Six Optimization
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!