Download - Top Secret Display
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8/14/2019 Top Secret Display
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We thought we'd add a glossary covering off some
of the buzz-words in Display these days
Dynamic rotationynamic rotation- ad delivery on a rotating,unprescribed basis
Roadblockingoadblocking- when advertisers buy up allrelevant keyword inventory within a site
Floating adsloating ads- an ad that "floats" over the topof the page
Inventorynventory- adspace for sale on a websiteRemnant inventoryemnant inventory- unsold inventory on awebsite. Sold at a cheaper rate than normal
Run of siteun of site- ad scheduling across a large site,usually a lower cost than more targetedbehavioural, geographic or keyword-led advertising
Leaderboardeaderboard- ad dimensions 728x90mmMPUPU- ad dimensions 300x250mmHalf banneralf banner- ad dimensions 234x60mmHockeystickockeystick- L-shaped ad running across the topof the page and down the right hand sideShare of voicehare of voice- exposure of an advertiserwithin a specific vertical over a period of time
Expandablesxpandables- ads that expand when hovered over
Glossary
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An insiders dossier to
Display Advertising
File No.3 of bigigmouthouthmedias expos seriesedias expos series
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BitingthebulletUse
amiddle-manWarningsInterrogatingtheagentRulesofengagementProtectingyourbrandDeliverablesandexpectationsAgentrelationshipsGlobalagents
Missiontips
AgentbigigmouthouthLeakedbyGlossary
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
11)12)
13)
THEMISSION
DisplayAdve
rtisingnow
accounts
DisplayAdvertisingnowac
counts
for16%ofa
dvertisings
pend
for16%ofadvertisingspe
nd
Comecloserand
listenwell.Bigigmouthouthmediaedia
isheretolift
thelidontheg
rowingDisplay
Advertisingland
scape,offering
insightsinto
usingintelligen
tDisplayAdvert
isingaspart
oftheentir
edigitalmarket
ingmix.
Developinganef
fective,transpa
rentcampaign
canbeamajoru
ndertaking.How
doyouselect
therightchannel(s),
theidealtrack
ingand
howdoyouinteg
ratethemwithinyourove
rall
digitalmarketin
gframework?
Bigigmouthouthmediaediahascompiled
thisdossierto
exposehowyouc
anmakelifeeasi
erforyourself
bychoosingthe
rightagencyfor
yourcampaign.
Butremember,if
anyoneasks,we
didn'ttalk.
We'venevereven
met.
CONTENTS
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DisplayAdvertisingDisplayAdvertisingisacreativetrafficdriverandvehicletoconversionbut,withth
ewrong
approach,itcanbeamajordrainonresources
andtheeffectscansometimesgetlostinthe
planningandredtape.
Doneright,yourcampaignshouldlookatDisplay
asanintegralpartofyouroveralldistribution
strategy,allowingforawareness,traffic
acquisition&response.Youragencyneedsto
createsynergieswithotheronlinechannels,and
bridgethegapwithofflinemedia.
Displayismakingamajorcomebackwithspend
intheUKseeinga31%year-on-yearincrease
withbanners,skyscrapersandembeddedrich
media(includingvideo)growingby45%to
592million(sourceIAB)
Yes,usinganexpertagencywithafullportfolioofdi
gitalskillsin-houseallowsyouthebenefitof
theirwide-anglelensviewonthedigitalspaceandwhatactivitiesaremostlikelytomeetyourgoals.They'llallocatespendacrosschannelsformaximumreturn,plusthey'lldevelopafullrangeofactivitiesforwidespreadcoverage,andthey'llalsoprovidebespokeoverlaidreporting
todemonstratethefulluserjourneyandthepartthateachchannelplayedineachandeverysale.
USEa
BITING
1
2Thebullet-
Whyusedisplay?middle-man
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WARNINGS
3
Blindinventorybuyi
ngneedsanexpert,
brand
protectiveapproach
toreducetherisko
fbrand
degradationifyour
adsappearonillega
lor
dubiouswebsites
Failingto
implementpost-impr
essiontracking
obscurespartofthe
bigpicture
Networksarealowr
iskopportunityfor
user
acquisition
,buttheyareonly
asgoodasthe
sitesfromwhichtheyhavebought
theinventory
Youneedtousethe
networksthatutilis
e
technologytohelpm
onetisethespace.F
or
example,aretheyab
letore-targetthe
right
people,orincludeo
rexcludespecificu
sers
frombeingservedyo
uradverts?
Makesureyourcampa
ignisKPIfocused
Multi-channelanalyt
icsiscritical.Disp
lay
Advertisingworksin
symbiosiswithyour
other
marketingactivities
Makesureyouunders
tandwhatactivities
contributedtoeach
sale
Don'tignorethetar
getednichesitesin
favour
ofthebig-hitters.
Remember,itsquali
tynot
quantitythatyoune
edforcampaignmaxi
misation
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INTERROGATING
THEAGENT
4
Makesureyouragencyalsocoversoffthe
following:
Clevercampaignspread.Considersocialnetworkingandvideosites,aswellasspecificnicheverticalsDiscussthedesiredreach.Itmakesyouragent'sjobeasiertothrowyourcampaignatadozensites,butyourproductmightneedawiderreach
Dotheyknowtheindustryinside-out?Theyshouldbewellinformedaboutchangesand
convergenceandhowthiswillaffectyourcampaignongoingMakesurethey'relightontheirfeet.Ifyouranalyticsidentifiesanadthat'sworkingreallywell,itsreachneedstobewidenedimmediately
DoesyouragentunderstandtheinfluencethatDisplayAdvertisinghasonSearch?Dot
heyget
thejourneyanduserexperiencefromaproduct
recallperspective?
RULESOF
5
ENGAGEMENT1)
2)
3)
4)
5)
6)
7)
1)
2)
3)
4)
5)
CombiningDisplaywithSearchimprovesconversionaswellasbrandingandrecallpotentialofyoursite
Useofemb
eddedDisp
layformat
sis
increasing
100%year
onyear
Willtheygu
aranteeyou
radwon't
appearonanadult,
gamingorP2
Psite?
Cantheydev
elopyourDisplay
creativeto
oifyounee
dthemto?
Cantheyhan
dlemultiple
analytics
programmeso
raretheyt
iedtoone?
Dothe
yknowifit
willendup
on
auser-gener
atedsite?I
fso,can
theypredict
theimplica
tions?
Doesyourag
enthaveaprovent
rack
recordiny
ourvertical
?
Willtheyt
akethehass
leoutof
signingIO's
etcandlea
veyouto
getonwith
yourjob?
Dotheyhave
relationshi
pswiththe
suppliers?
Thiswillpa
yoffin
discountsa
ndadded-val
ueforyou
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PROTECTING
6
Agoodagencywillensurethatyourenotinvolvedinablindcampaignwhereyoursiteappearsonillegalordefamatorysites,andthey'llcheckthatthenetworksareamemberofIASHThey'llbesureyou'reinformedandselectiveaboutinvolvementinuser-generatedwebsitesthatcouldputyourbrandatriskIfyourDisplaycampaignisn'talignedwith
yourAffiliates,SEOandPPC,you'regivingafragmentedmessage.Ideallyyouragencywillensuremessage-consistency,rightthroughtoyourTV,POS,emailcampaigns,DMandmerchandisingactivities
DELIVERABLES
7
ANDEXPECTATIONS
Biggmouthouthmediaediaareleadersinmulti-chan
nel
userjourneyanalysisof
feringbespoke
overlaidreportingforf
ulltransparency
DisplayAdvertisingshould:
IncreaserevenueIncreaserevenueBoostingtarge
tedandrelevanttraffic
Generatingsales,leadsora
ctions,includingleads
tobeclosedviaanotherdig
italmarketingchannel
EnhancebrandingEnhancebranding
Targetingreceptiveaudience
sandraisingvisibility
Offeringcohesiveresponsea
ndbrandingbenefits
Positivelyimpactyourother
marketingactivities
Positivelyimpactyourothermarketingactivities
Helpingtooptimi
selandingsitesformaximumr
eturn
Givingyouaclearvisionintotherightt
argeting
foryou
Demonstratingsuccessfulcr
eativedirectionfor
yoursiteandproducts
Seamlesslyintegratingacros
schannels
BeinnovativeBeinnovative Incorporating
WidgetsandGadgets
Continuallyanalysedandref
ined
Makinguseofrichmediach
annelsfor
maximumuserengageme
nt
YOURBRAND
Displayadsareanexcellentplatformfor
launchinganAffiliateprogramme
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Sowhyuseanagencyratherthangoingdirecttothesuppliers?
Easy-You'llbenefitfromcost-effectiveness,spread,impartialityandexcellencewithinSEO,PPC,AffiliateMarketing,DisplayandUsability.Ohanddon'tforgetadvancedmulti-channelanalytics.
AgoodagencywillunderstandyourtacticalgoalsforimplementingDisplayAdvertisingwithinthecontextofyouroverallMarketingStrategy.
Ifyourbrandhasglobalreach,youshouldbealigningyourDisplayactivityacrossalltargetterritories.Thiscanbeaheadache,sochooseanagentwithagoodsolidspreadofgeographicfootprintsandafingeronthepulseineachregion.BuyinghabitsintheUKaresignificantlydifferentfromthoseintheUSA.
Youragencyshouldhave
afullgraspofyour
businessobjectivesand
otheractivities
Theyshouldoffersound
adviceontheright
pricingmodelforyourc
ampaign
Theyshouldhaveaprov
entrackrecord
Cantheywadethrought
henetworkscodeof
conducttosaveyouthe
chore?
Yournetworkchoicewil
ldependonyour
objectives.I
fyouareacquisition-dr
iven,you'll
chooseadifferentnetworktoabrando
wnerwith
brandingatthecoreof
theactivity
Getitinwritingthaty
ouradswon'tappearon
derogatorywebsites
RELATIONSHIPS
Affiliatesworkonsal
escommissionso
havenoincentivetoh
elpbuildyour
brand.Ifyou'reinteg
ratingAffiliate
MarketingandDisplay,con
siderproviding
Affiliateswithasales-focussedbanner
ratherthantheoneu
sedforbranding
BigigmouthouthmediaediaofferslocalisedDisplayAdvertisingfromallofourregionaloffices
AGENT
8
Globalagents
9
missiont
ips
10
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AGENTBIGMOUTH
Bigigmouthouthmediaedia has been at the forefront ofDigital Marketing since the dawn of the
industry, pioneering results-focussed,
ethically integrated digital marketing and
winning numerous awards along the way.
Now with over 200 staff in 10 countries, we
work with more than 300 major brands
globally across 24 languages.
Want to know more about integrating Display
Advertising? Pick up the phone and speak to
one of our mouthy experts on 0845 130 0055845 130 0055or email tellmemore@[email protected]
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Leakedby...
13
Here'swhybigigmouthouthmediaediaisan
agentpartnerwor
th
itssalt:We'rehot
onstrategicaudiencesegment
ation,
choosingplacements
synonymouswithth
atenvironment.
Wealsoknowwhich
creativedeployme
ntswill
generatethemost
interactions
Ourstrongrelatio
nshipswithmajor
suppliers
offerusfulladvan
tageofcompetitiv
eratesand
accesstodistribu
tionacrosspopula
rportals,
networks,socialm
edia&specialist
interestsites
Bigigmouthouthmediaediacanhandleabr
oadrangeofprici
ng
modelstobe
stfitcampaignobj
ectives,whether
thisisonthebasisofstandard
CPMbuysfor
volumeorperforma
ncedrivenmodelstomeet
specificCPCorCP
Atargets.Yousel
ectthebest
modelandweimple
mentforyou.Sort
ed
Ourin-housedesig
nteamcanhandle
yourcreative
buildstocomplyw
ithIABstandards
andtoadhere
toyourbrandguid
elinesandcampaig
nlook&feel.
Inadditiontolarge
formatsandrichm
ediacontent,
wecanalsoexecut
eplanscoveringa
dvertorial,
in-game,sponsorsh
ipandemailoppor
tunities
Everythingwedo
isbespoke.Once
wehavereceived
aclientbrief,weaddsome
bigigmouthouthyloveto
bettermeetthese
objectiveswithinthebudget
allocationandtim
eframeset
We'refullyglobal,
withDisplayAdver
tisingteams
operationalinthe
UK,Germany,Fran
ce,Italy,
ScandinaviaandUS
A.Eachoftheset
eamsknows
theirownmarketu
p-closeandperson
al
Leakedby...
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