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!