selling advertising 2013
TRANSCRIPT
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6 — Selling Advertising
From Code to Product gidgreen.com/course
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Million Dollar Homepage
From Code to Product Lecture 6 — Selling Advertising— Slide 2 gidgreen.com/course
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Aversion therapy
From Code to Product Lecture 6 — Selling Advertising— Slide 3 gidgreen.com/course
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Tempted?
From Code to Product Lecture 6 — Selling Advertising— Slide 4 gidgreen.com/course
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Lecture 6
• Introduction • Types of targeting • Price models • Ad formats • Ethical issues • Web Sudoku
From Code to Product Lecture 6 — Selling Advertising— Slide 5 gidgreen.com/course
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Traditional advertising
• Mass media – Newspapers, magazines, TV, radio, outdoor – Local or national, not global
• Big one-time purchase • One message to all recipients – No filtering or personalization
• Success measured indirectly – Did sales increase this month?
From Code to Product Lecture 6 — Selling Advertising— Slide 6 gidgreen.com/course
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Digital advertising
• Digital media – Web, mobile, email, desktop – Global in scope
• Pay as you go, small increments • Messages targeted by recipient – Filtering, personalization
• Success measured directly – Views, clicks, actions
From Code to Product Lecture 6 — Selling Advertising— Slide 7 gidgreen.com/course
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Underlining the difference
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
— John Wanamaker, store owner “Ninety-nine percent of advertising doesn't sell much of anything..”
— David Ogilvy, advertising executive
From Code to Product Lecture 6 — Selling Advertising— Slide 8 gidgreen.com/course
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US ad spending (+projected)
From Code to Product Lecture 6 — Selling Advertising— Slide 9 gidgreen.com/course
0
$10B
$20B
$30B
$40B
$50B
$60B
$70B
1996 2001 2006 2011 2016
Web
Mobile
(world totals approximately double)
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Media and advertising
From Code to Product Lecture 6 — Selling Advertising— Slide 10 gidgreen.com/course
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Online ad breakdown
From Code to Product Lecture 6 — Selling Advertising— Slide 11 gidgreen.com/course
Search makes strong gains in first half of 2011
• Search has remained the leading format since 2006, having strong sequential growththrough the period depicted. After losing some of its overall share in 2010 toDisplay/Banners, Search increased its market share in the first half of 2011 to 49% ofadvertising revenues.
• The past six years have seen Classified advertising losing more than half of its marketshare of revenues, with sharp declines over the past five years. Classified revenuesstabilized in 2010 but have declined in 2011, with a market share of 8%, down from the18% of advertising revenues the format commanded in 2006.
Advertising format share (% of total revenue)*
Historical format trends
60%
2006 2007 2008 2009 2010 HY 2011
14PwC
* Format definitions may have changed over the time period depicted, both within the survey process anddefinitionally by survey respondents.
0%
10%
20%
30%
40%
50%
Search Display/Banners
Classifieds Rich Media &Digital Video
LeadGeneration
Sponsorships
2006 2007 2008 2009 2010 HY 2011
IAB
Inte
rnet
Adv
erti
sing
Rev
enue
Rep
ort,
Sep
t 20
11
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How it works
• Direct sales – Hard to find advertisers – Transaction cost vs volume
• Ad networks – Aggregate 1000s of publishers + advertisers – Copy-paste code snippet – Take 20%—50% of revenue
• Big sites use both
From Code to Product Lecture 6 — Selling Advertising— Slide 12 gidgreen.com/course
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Top US online ad networks
From Code to Product Lecture 6 — Selling Advertising— Slide 13 gidgreen.com/course
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Top US mobile ad networks
AdMob (Google)
24%
iAd (Apple) 15%
Millennial Media 17%
Other 44%
From Code to Product Lecture 6 — Selling Advertising— Slide 14 gidgreen.com/course
2011 figures from IDC
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Lecture 6
• Introduction • Types of targeting • Price models • Ad formats • Ethical issues • Web Sudoku
From Code to Product Lecture 6 — Selling Advertising— Slide 15 gidgreen.com/course
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Geography
From Code to Product Lecture 6 — Selling Advertising— Slide 16 gidgreen.com/course
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Demographics
From Code to Product Lecture 6 — Selling Advertising— Slide 17 gidgreen.com/course
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Traffic source
From Code to Product Lecture 6 — Selling Advertising— Slide 18 gidgreen.com/course
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Contextual
From Code to Product Lecture 6 — Selling Advertising— Slide 19 gidgreen.com/course
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Contextual
From Code to Product Lecture 6 — Selling Advertising— Slide 20 gidgreen.com/course
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Behavioral
From Code to Product Lecture 6 — Selling Advertising— Slide 21 gidgreen.com/course
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Behavioral
From Code to Product Lecture 6 — Selling Advertising— Slide 22 gidgreen.com/course
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Affiliate advertising
From Code to Product Lecture 6 — Selling Advertising— Slide 23 gidgreen.com/course
• Direct sales – But no
transaction costs
• Payment on sale only – Open to all
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Affiliate advertising
From Code to Product Lecture 6 — Selling Advertising— Slide 24 gidgreen.com/course
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Real-time bidding (RTB)
• Most online ads bought in advance – Volumes and targeting predefined
• RTB ads bought in real-time – User visits page with RTB ad – Impression auctioned to buyers – Highest bid wins
• Works like an ad network • 10% of display ads, projected 27% in 2015
From Code to Product Lecture 6 — Selling Advertising— Slide 25 gidgreen.com/course
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Lecture 6
• Introduction • Types of targeting • Price models • Ad formats • Ethical issues • Web Sudoku
From Code to Product Lecture 6 — Selling Advertising— Slide 26 gidgreen.com/course
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Fixed price
• Predefine: – Where ads will show – Proportion of time – Time period (week/month)
• Direct sales only • No tracking required – Advertiser can monitor performance
• Money left on table?
From Code to Product Lecture 6 — Selling Advertising— Slide 27 gidgreen.com/course
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Cost per impression
• Priced in CPM = cost per mille (1000) • Advertiser sets: – CPM rate – “Above the fold”? – Limits per day, per user
• Popular for display advertising – Viewing ad builds brand recognition
• Impression tracking
From Code to Product Lecture 6 — Selling Advertising— Slide 28 gidgreen.com/course
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Pay per click
• Priced in CPC = cost per click • Advertiser more flexible – Click = user intent
• Popular for search advertising – Auction between advertisers
• Impression and click tracking – CTR = click-through rate
From Code to Product Lecture 6 — Selling Advertising— Slide 29 gidgreen.com/course
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Pay per action
• Priced in CPA = cost per action (sale) • Suits advertiser perfectly – Only pay if you get paid
• Popular for affiliate advertising – Any publisher will do
• Impression, click and conversion tracking – CR = conversion rate – Publisher forced to trust advertiser
From Code to Product Lecture 6 — Selling Advertising— Slide 30 gidgreen.com/course
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Total revenue
Revenue = Fixed price
Impressions × CPM/1000 Impressions × CTR × CPC
Impressions × CTR × CR × CPA From Code to Product Lecture 6 — Selling Advertising— Slide 31 gidgreen.com/course
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Total revenue
Revenue = $1,000
500k × $2/1000 500k × 2.5% × $0.08
500k × 2.5% × 2% × $4 From Code to Product Lecture 6 — Selling Advertising— Slide 32 gidgreen.com/course
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Defaults and thresholds
• Defaults – What to show if there’s no ad
• eCPM = equivalent CPM – All you really care about
• Threshold – Minimum required eCPM
• Fill rate • Check the definitions!
From Code to Product Lecture 6 — Selling Advertising— Slide 33 gidgreen.com/course
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Ad network example
From Code to Product Lecture 6 — Selling Advertising— Slide 34 gidgreen.com/course
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AdSense example
From Code to Product Lecture 6 — Selling Advertising— Slide 35 gidgreen.com/course
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Real-world eCPMs
Type of site Example 300x250 eCPM
Forum $0.25
Gaming $1.50
Fashion $4.00
Real estate $8.00
Local newspaper $10.00
Technology $15.00
Travel $20.00
Investments $40.00
From Code to Product Lecture 6 — Selling Advertising— Slide 36 gidgreen.com/course
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Lecture 6
• Introduction • Types of targeting • Price models • Ad formats • Ethical issues • Web Sudoku
From Code to Product Lecture 6 — Selling Advertising— Slide 37 gidgreen.com/course
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Online banner sizes (IAB)
From Code to Product Lecture 6 — Selling Advertising— Slide 38 gidgreen.com/course
Medium rectangle 300 x 250
Full banner 468 x 60
Leaderboard 728 x 90
Wide sky-
scraper 160 x 600
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Banner ad code
<!-- Casale Media: 336x280, 300x250 (Rectangle) -->
<script type="text/javascript">
var CasaleArgs = new Object();
CasaleArgs.version = 2;
CasaleArgs.adUnits = "6,4";
CasaleArgs.casaleID = 76546;
</script>
<script type="text/javascript" src="http://
js.casalemedia.com/casaleJTag.js"></script>
<!-- DO NOT MODIFY -->
From Code to Product Lecture 6 — Selling Advertising— Slide 39 gidgreen.com/course
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Size vs CTR (AdSense)
From Code to Product Lecture 6 — Selling Advertising— Slide 40 gidgreen.com/course
Click-t
hrough r
ate
Banner area
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Interstitials
From Code to Product Lecture 6 — Selling Advertising— Slide 41 gidgreen.com/course
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Pop-up ads
From Code to Product Lecture 6 — Selling Advertising— Slide 42 gidgreen.com/course
• Hated by users
• Pop-up blockers common
• Also: pop-under
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Other online formats
• Floating ads • Mouseover ads – Expanding – Audio
• In-video – Pre, mid, post-roll
• In-map • Advertorials
From Code to Product Lecture 6 — Selling Advertising— Slide 43 gidgreen.com/course
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In-app ad formats
From Code to Product Lecture 6 — Selling Advertising— Slide 44 gidgreen.com/course
Mobile banner 320 (or 300) x 50
Full screen (or almost) 320 x 480 (or 440)
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In-app state of play
• Many other ad sizes – 320x250, 320x320, 320x350, …
• Landscape getting started – 480x50, 480x60, 480x70, …
• iPad/tablets to use web ad sizes? – 728x90, 300x250
• Retina display scales x2
From Code to Product Lecture 6 — Selling Advertising— Slide 45 gidgreen.com/course
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Ads in email
From Code to Product Lecture 6 — Selling Advertising— Slide 46 gidgreen.com/course
• Past: text • Now:
images – Not always
displayed
• Direct sales • Some small
networks
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Lecture 6
• Introduction • Types of targeting • Price models • Ad formats • Ethical issues • Web Sudoku
From Code to Product Lecture 6 — Selling Advertising— Slide 47 gidgreen.com/course
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Core problems
• Ceding control of user experience – Weakens brand/message – Bad ads and bad sites
• Users don’t like ads – Can harm word of mouth
• An effective ad is clicked – User gone elsewhere – To competitor?
From Code to Product Lecture 6 — Selling Advertising— Slide 48 gidgreen.com/course
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Privacy and cookies
• Ad networks and cookies – Track users within sites – Worse: across sites – Enables behavioral targeting
• User’s identity not revealed – But: IP address – Google searches
From Code to Product Lecture 6 — Selling Advertising— Slide 49 gidgreen.com/course
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Bad ads: Ugly
From Code to Product Lecture 6 — Selling Advertising— Slide 50 gidgreen.com/course
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Bad ads: Offensive
From Code to Product Lecture 6 — Selling Advertising— Slide 51 gidgreen.com/course
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Bad ads: Misleading
From Code to Product Lecture 6 — Selling Advertising— Slide 52 gidgreen.com/course
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Bad sites: Spyware
From Code to Product Lecture 6 — Selling Advertising— Slide 53 gidgreen.com/course
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Bad sites: Gambling
From Code to Product Lecture 6 — Selling Advertising— Slide 54 gidgreen.com/course
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Bad sites: Scams
From Code to Product Lecture 6 — Selling Advertising— Slide 55 gidgreen.com/course
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User complaints
“Your advertisement in support of Rick Santorum is enough to cause me to use some other website for this game. I will avoid coming here again!”
“Why do you accept advertising from nomorerack? They are an out and out scam. Read the feedback.”
From Code to Product Lecture 6 — Selling Advertising— Slide 56 gidgreen.com/course
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Ad network filters
From Code to Product Lecture 6 — Selling Advertising— Slide 57 gidgreen.com/course
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Lecture 6
• Introduction • Types of targeting • Price models • Ad formats • Ethical issues • Web Sudoku
From Code to Product Lecture 6 — Selling Advertising— Slide 58 gidgreen.com/course
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Amazon ads
From Code to Product Lecture 6 — Selling Advertising— Slide 59 gidgreen.com/course
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Direct ad deals
From Code to Product Lecture 6 — Selling Advertising— Slide 60 gidgreen.com/course
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AdSense + our own products
From Code to Product Lecture 6 — Selling Advertising— Slide 61 gidgreen.com/course
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Banners on puzzle page
From Code to Product Lecture 6 — Selling Advertising— Slide 62 gidgreen.com/course
-8%
-6%
-4%
-2%
+0%
+2%
+4%
7 Aug 7 Sep 8 Oct 8 Nov
Moving banners
Bright static banners
Quiet static banners
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The big break
From Code to Product Lecture 6 — Selling Advertising— Slide 63 gidgreen.com/course
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AdSense + new affiliation
From Code to Product Lecture 6 — Selling Advertising— Slide 64 gidgreen.com/course
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Very highly targeted
From Code to Product Lecture 6 — Selling Advertising— Slide 65 gidgreen.com/course
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Where we are today
• Ads are biggest source of revenue – ~70% display ads after puzzle – ~20% AdSense above puzzle – ~10% direct deals
• 3 big display ad networks – Monitor performance weekly – Rebalance in response – Ad quality a constant challenge
From Code to Product Lecture 6 — Selling Advertising— Slide 66 gidgreen.com/course