session digital media_101_
DESCRIPTION
TRANSCRIPT
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Session 1: Digital Media 101
Shane Crombie October 2009 Beijing China
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TODAYS AGENDA
• Online Media Fundamentals• Key Ad Formats• Campaign Implementation Overview• Key Insights & Objections to Digital• Media Planning Examples
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Online Media Fundamentals
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KEY GLOBAL MEDIA CONSUMPTION TRENDS
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KEY TERMINOLOGY
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KEY DIGITAL MARKETING FORMATS
Search
DisplayCommunication
Targets the ‘in market’ consumer
Think Google
Targets the ‘near market’ consumer
Social MediaInfiltrating communities of like-minded people with a brand proposition
Think My Space and Facebook
Content Integration Fusion between advertising and content with highly branded quality
Mobile Highly targeted and personal communication
Search
DisplayCommunication
Targets the ‘in market’ consumer
Social Media Infiltrating communities of like-minded people with a brand proposition
Content Integration Fusion between advertising and branded content
Mobile Highly targeted and personal communication
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KEY DEFINITIONS
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KEY TYPES OF ONLINE MEDIA
Advertorial
OTP/floating
Pre roll/post roll
Sponsorships Streaming video
Banners & buttons
Blog/social network
Content Integration
Mobile
Gaming
Web 1.0 Web 2.0
Digital Outdoor
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KEY PRICING MODEL DEFINITIONS
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KEY TYPES OF TARGETING
It is rule of thumb that the more specific we target, the higher the cost. For example, if we geo-target, this would incur an extra premium. We are also able to target either broad or specific sections across websites. Creative formats also impacts on cost.
• Run of Network (RON) – this is a very cheap option and is available from publishers with a portfolio of websites. The advantage of this method is that we receive a very low CPM, however the target audience may not always be relevant.
• Run of Site (ROS) – ROS is used when we want to reach users who are interested in a service but we don’t want to target a specific criteria. For example a sport website.
• Run of Channel (ROC) – means creative will appear anywhere within a category on a web site.
• Specific Sections - when we want to target a specific audience, we will advertise on chosen sections of a website such as Entertainment or Home & Garden
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4 KEY PILLARS OF ONLINE MEDIA PLANNING
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Ad Formats
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UNIVERSAL AD PACKAGE (IAB)
Box 180x50
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CHINA STANDARD AD UNITS
• IAB was formed in early stage of US Internet development (2000)• This situation is not understood overseas• The extra cost of resizing can increase the creative production
budget by over 100%• Progress is being made slowly, unlikely to ever have IAB UAP• Sohu is a complicating factor
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Campaign Implementation Overview
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UNDERSTANDING ‘TAGS’
Redirect Tag
Spotlight Tag
Click Tag
What is it Where does it go?
Allows calculation of click rates
Embed into the actual creative
Instructs which creative type, version etc. to be played
Sent to online publisher to place
Shows post click activity Attached to pages on client website
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TYPICAL AD SERVING PROCESS
Media Agency
Ad server
Media/Publisher
Online Creative Agency
Redirect TagSpotlight Tag
Click TagCreativeAgency
CreativeAgency
Create Implement
M Agency Media
M Agency Client
CreativeMedia
Client website
Reporting
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Brief from client or from Business team
Project/Job added onto Interactive internal WIP
Interactive team or individual to brainstorm topline ideas
Ballpark Cost/Plan prepared(Using planning rate card)
Document (if required) compiled
Presented to client with via Business Team (with Interactive contact present)
Client approves online concept/plan
MBA prepared(Incl monthly $ breakdown & Adserving)
Client faxes back signed MBA
Adserver trafficking schedule created
Tracking reportFirst week/days
A TO Z OF IMPLEMENTATIONShare topline thoughts with Business Team
Book activity with publisher
Load activity into BCC
Creative specs + Click tags sent to Creative agency
Creative sent to Carat
Creative uploaded to Adserver
Redirect tags produced and sent to publisher
Client highlights all client site pages post click tracking
Spotlight tags produced and sent to client
Activity Live
Folder setup incl Checklist
Monthly client invoicing sheet to be given to Business team
Invoice amounts loaded onto client budget rec
Copy given to Business team
Spotlight/Click tagsaccuracy checked
Ongoing tracking or final tracking report presented
Current or future campaign optimisation
Agency/Media Responsibility
Media Responsibility
Client Responsibility
Actual Activity
Creative agency Responsibility
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KEY MARKET INSIGHTS
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KEY IMPLEMENTATION INSIGHTS
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COMMON OBJECTIONS TO DIGITAL
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SUMMARY• Digital media is complex and time consuming work that confuses non
digital agency and client staffers. Only 5% of media spend is digital.• Most problems occur due to poor expectation management and
attention to detail in digital media.• The main opportunity/challenge with digital is its accountability and
interactivity. Understand these two concepts and you understand digital.
• The only constant in digital is change. Every 2-3 years a hot new digital concept/technology/platform arrives. You must constantly follow industry trends and rethink what is possible.
• 2.0 media like social and mobile are different to 1.0 media like banners and email. ‘Advertising’ does not work in 2.0 media.
• China netizens require custom digital media strategy, importing global template does not work.
• Strategy is not a list of tactics. A strategy is rationale for why a specific combination of tactics will lead to a desired outcome