Interactive MediaThe Basics

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Today’s Topic – Interactive Media

• Who we are and what we do– Strategy– Banner Advertising– Sponsorships– Search Engine Marketing– Email Communications– Adserving & Measurement

• Placements & Creative – Rich Media vs Static– Banners vs E-newsletter– Text vs Graphical

• Selling the service (handout)

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Who We Are & What We Do

• Step 1: Strategy & Defining Clients Goals

Branding

• Increase Awareness

• Increase Recall

• Message Association

• Sponsorship Association

• Brand Favorability

• Purchase Intent

Direct Response

• Acquire New Customers

• Upsell Existing Customers

• Drive Renewals

• Make Existing Customers more profitable

Brand – Direct Response Hybrid

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Who We Are & What We Do

• Step 2: Defining the Metrics for Success– How will the Client judge campaign success?

• Website Traffic• Leads Generated• Brand Recognition/Lift• Combination of the above

– Metrics used to judge campaign success• CPM• CPA• Brand Attitude

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Who We Are & What We Do

• Step 3: Segmenting your Audience

IP Data

• Geography

• Day-parting

• Bandwidth

Media

• Site

• Placement

• Frequency

Behaviors

• Non/Customer

• Recency of Visit

• Monetary Value

• Browsing Behavior

Other

• Event Based

• Demographically

• PRIZM

• Predictive Models

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Who We Are & What We Do

• Step 4: Determining the Buy– Banners– E-Newsletters– Email Lists– Section/ Category Sponsorships– Search Engine Marketing

• Step 5: Measure and Optimize– If you don’t measure it, its not worth doing!!!!!!!

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Banner Advertising

(160x600)

(728x90)

(468x60)

(336x280, 300x250)

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Banner Advertising

• Branding• Direct Response• Vital to change creative consistently to avoid “banner burnout”

Large Rectangle (336x280)

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E-Newsletter & Email List Advertising

• Content Relevant – banner and text based alternatives

• Delivered directly to opt in subscribers base

• Strong option for actionable direct response messaging

• Either Internal or Publisher lists

• Client branded and sent to opt in subscribers database

• Excellent for lead generation or continued communications (CRM)

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Section & Category Sponsorships

• Page Dominance

• Brand awareness

• Content Relevance

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Search Engine Marketing

• Pay per click Search (PPC) vs Organic Search Listings

• Paid: placement based on bid cost and relevancy parameters

• Organic: placement based on relevancy of page

• Optimize EVERYTHING for search

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Search Engine Marketing

• Keywords are the phrases typed into the search box when looking for information

• Key to success is establishing terms that best describe your industry and drive lots of targeted searchers to your site

• Sample Strategy:– For SEO, use 70% high traffic KW’s and 30% “tail terms”– For PPC, reverse: 30% high traffic words, 70% tail terms– Avoid using only broad terms, e.g “airplne”– High traffic keywords may take longer in organic and cost

more in PPC

• Find your niche words: less competitive, less expensive inventory, e.g. “very light jet”

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Search Engine Marketing

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Creative Units – GIF, JPEG & Text Based

• Banners (GIF, JPEG)– Static placements or frame by frame animation

– No fluid motion

– Most often used in newsletter ad placements

– Good for branding message in newsletters

• Text Based– Copy based, 50-100 words per placement

– Explains complex value propositions

– Effective for time based offers (conferences, etc)

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Creative Units – Flash

• Flash Banners– Allow for fluid motion within banners– Allow for interaction within banner space– Generates a 4X better click-through rates than non-rich

media (.98% as compared to.25%)– Increases ad recall – Allows for much greater flexibility with messaging and

animation schemes

Examples:

– http://www.benschuler.com/temp/cops.html – http://www.benschuler.com/temp/environment.html – http://internetweek.cmp.com/showArticle.jhtml?

articleID=29100026

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Creative Units – Advanced Rich Media• Full screen TV ads

– iFilm: http://www.bigad.com.au/

• Eyeblaster Ad Units– Floating ad:

http://www.eyeblaster.com/newsletter/showcase_nov05/demos/WallaceGromit/start.html

– Expandable Banner: http://demo.eyeblaster.com/CreativeShowcase/feb_05/redlobster/redlobster.htm

– Full Page Overlay: http://www.eyeblaster.com/website/new_archive/2003/september_03/Carls_Jr_on_Weather/Carls_Jr_LAUNCH.htm

– Push Down Banner: http://demo.eyeblaster.com/Europe/OfflineDemo/showcase0505/NikeFree/nikefree.htm

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Ad Recall By Size and Type

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Adserving & Optimization

Buy Management

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Adserving & Optimization

Creative Management

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Adserving & Optimization

Reporting

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Handout

• Aligning client goals and objectives• Figuring out which interactive media vehicles

are most appropriate to meet client’s goals• Timelines and scheduling• Understanding the measurement tools used

to deliver ROI• Resources for understanding interactive

language & market trends

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Thanks for your time

• Questions?