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Instructed by Debra Smallman.
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Best Practices for Digital
Media CampaignDebra Smallman
Digital Director
Kaberg Consulting
Today You Will Learn
• Best Practices for building a Digital Media
Campaign including developing a digital
strategy, description of channels (display,
mobile, video, programmatic, etc.), creative
examples, cost structures, overview of tactical
planning process and analyzing the results.
(An outline will be covered on the agenda slide
that follows.)
• I have over 20 years of media experience in both traditional and digital. I started my career in NY as an Account Executive and then moved to SF and LA and worked my way to Senior VP/Business Development & Media Services. In the past 15 years I developed and manage KabergConsulting providing high level consultation to numerous agencies and clients across a variety of industries and demographics. I specialize in all things digital.
• I develop and implement detailed digital campaigns including marketing strategies. I have vast experience in digital advertising and am actively involved in planning, placing and negotiating online media buys.
www.kabergconsulting.com
About Me
Agenda
• Establishing Digital Media Strategy
• Channel Selection
• Creative Examples
• Tactical Planning Process
• Cost Structure
• Tracking the Results
• Key Takeaways
Establishing Media Strategy – Key
Planning Parameters
– Competitors
– Target Audience Profile
– Geography
– Timing
– Budget
– Creative Assets
– Media Objectives and KPIs
– Consumer Journey
Establishing Media Strategy
• Who is the competition? What are they spending? Where are they spending it? What is their creative message?
• Who is your customer? Age? Gender? HHI? Marital Status? Children? Ethnicity? Education?
• Where to advertise? Local? What markets? National?
• When to advertise and what is the media budget?
• What is the creative message? Is there video, rich media? Ad sizes?
• Is this a brand awareness campaign or DR campaign?
• Does the campaign tie into a TV buy? Social Campaign? Is there SEO in place? Does SEM need to be part of the digital media campaign?
• What are the success metrics? Have goals been established?
• What is the path from the creative? What are the actions? Is there a mobile site?
.
Channel Selection
‒ Display Advertising
‒ Video/VOD
‒ Audience Buying/Programmatic
‒ Mobile
‒ Paid Social
‒ Search
Display Advertising
• Display advertising uses text, logos, animations, videos, photographs,
or other graphics. Standard ad sizes include:
– 728x90, 300x250, 160x600, 300x600
– Rich media is available including floating and expanding ads,
interstitials, etc.
• To increase response rate targeting elements can be implemented:
– Behavioral targeting which tracks a users online behaviors and
targets accordingly
– Contextual targeting to deliver ads related to the content of the web
page where the ads appear
– Retargeting which retargets a second ad to a user that has clicked
on the ad and gone to the site and not performed an action (register,
buy, etc.)
– Geo-targeting which delivers ads based on a user's geography
Video Advertising/VOD
• Video advertising encompasses online display ads that have video within them. It is served before, during and/or after video content.
• The advertising units used are pre-roll, mid-roll and post-roll and all of these ad units are like the traditional spot advertising you see on TV. They are traditionally :15 or :30 in length or long-form (1-2 minutes) often seen as movie trailers.
• VOD or Video on Demand is sold as digital and is actually commercials that are seen while viewing your TV shows accessed through your cable provider on demand.
Creative Examples
Video Ad
300x250
Creative Examples
728x90
160x600
Audience/Programmatic Buying
• Audience Buying is defined as buying media that targets your audience no matter what site they are on; for example your consumer might be on a cooking site although the product that is being advertised is a computer.
• Programmatic Buying is buying display, video or mobile using real time bidding for inventory. This allows for greater efficiency (lower costs) and reach (more impressions) than premium inventory which is purchased directly from publisher and therefore can be priced higher.
• Audience and Programmatic buying typically go hand in hand.
Mobile Advertising
• Mobile is delivered through wireless mobile devices such
as smartphones or tablet computers. Mobile advertising
may take the form of static or rich media display ads, SMS
(Short Message Service) or MMS (Multimedia Messaging
Service) ads, mobile search ads, advertising within mobile
websites, or ads within mobile applications or games.
‒ There are no standard ad sizes established yet.
Paid Social
• Social advertising relies on social information in
generating, targeting, and delivering marketing
communications. Advertising platforms such as
Facebook, Twitter, Instagram are some of the most
popular. Social advertising can be part of a broader
social media marketing strategy designed to connect
with consumers.
Paid and Non-Paid Search
• Search Engine Marketing (SEM)
– SEM, is designed to increase a website's visibility and is sold on a CPC basis (cost per click) based on targeted keywords. Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query
• Search Engine Optimization (SEO)
– SEO, attempts to improve a website's organic search rankings by increasing the website content's relevance to search terms. This is non-paid media and is usually handled by a separate team.
Tactical Planning Process
• Review target audience research and compile a considered
publisher list with demographic breakdown and site traffic
• Contact each considered publisher for proposals via RFP asking each publisher for rationale as to why they should be included
• Proposals should include placement description, flight dates,
impressions, media cost, CPM, SOV
• Compare all proposals for final publisher selection weighing all
variables; editorial compatibility, competitive costs, creative
sizes, SOV, site traffic and added value
• Consider CPM, CPC, CPCV buying methods depending on
campaign objectives
• Include different types of creative units such as rich media,
videos, native ads along with standard display ads depending
upon creative assets available
Terminology
• RFP – request for proposal which provides essential
elements to the publishers; media objectives, budget,
timing, geography, creative assets, etc.
• Impressions – sometimes called a view or an ad view, is
a term that refers to the point in which an ad is viewed
once by a visitor, or displayed once on a web page
• SOV – share of voice; the portion of ad impressions
scheduled to total impressions available. The higher the
SOV the greater the chance your ad will be seen
• Unique Visitors – the number of unique visitors to a site;
can be tracked by day, week or month
Cost Structure
• CPM – cost per reaching 1,000
• CPC – cost per click
• CPA – cost per action or acquisition
• CPE – cost per engagement
• CPV – cost per view (video)
• CPCV – cost per completed view (video)
Tracking the Results
• Develop and provide tracking reports on a timely basis; by site and
by creative element (depending upon client’s needs)
• Constantly work with every site to optimize the buy to ensure the
best results
• Work with sites to cancel the buy within appropriate time frame if
the site is not performing and cannot be optimized. Negotiate credit
or make-good for any under-delivery
• Delivery Report can include some or all of the following:
– Impressions scheduled
– Impressions delivered
– Clicks
– CTR (click through rate)
– Media budget delivered
– CPC (cost per click)
– CPA (cost per action, if applicable)
Move The Needle
Move The Needle
"Move the Needle" is a feature unique to
OMI classes.
• Review web pages, Facebook, Twitter and
Google for ads and observe their placements,
their message, their sizes and their call to
actions. Engage and interact with the ads!
Spend Time with Digital Ads
• Understand clients goals and objectives and translate them into planning parameters
• Create cohesive strategy that takes into account consumer journey
• Consider multiple channels and creative elements
• Include premium and programmatic based on media objectives
• Work with offline, social and search teams and integrate into digital campaign (when applicable)
• Monitor and optimize the campaign during the flight to achieve optimal results
Key Takeaways
