Geary LSF University Presents: Digital media 101
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19-Oct-2014 -
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Transcript of Geary LSF University Presents: Digital media 101
Intro To Digital Media
Geary LSF Media Buying Services
Geary LSF Media Buying
Services
Paid Search
Ad Networks and Exchanges
Shopping Engines
Video
Social Advertising
Mobile
Local Search
Remarketing Sales generation
ROI/ROAS
Lead generation
Downloads
Branding and awareness
Interaction and engagement
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Client Campaigns
Media Team (Display
Advertising Expertise)
Account Services Team: Drives strategy and
ensures communication
Tech Team: Recommends and Deploys Tracking
Technologies
Project Management
Team: Ensures Accurate and
Timely Delivery
Web Dev. Team: Designs and Builds
Landing page experiences
Creative Team: Creates messaging strategy. Develops ad unit concepts
Analytics Team: Collects data and
makes it meaningful
Beyond Just Media: An Integrated Agency
Deployment of a successful display campaign requires a coordinated effort among multiple departments.
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DISPLAY ADVERTISINGIntro to Media
What is Display Advertising?
Display advertising, or “display“ refers to the use of graphical information beyond text on the World Wide Web that appears next to content on web pages, IM applications, email, etc. This includes most of the standard “banner“ ads,rich media,video ads & sponsorship.
Example of Display
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Main Categories of Display Advertising
• Traditional display (Banner Placements on websites)
• Remarketing (Targeting banners to users who have previously visited your website)
• Social Advertising (e.g. Facebook Ads, Ads on LinkedIn)
• Mobile Display (Graphical advertising on mobile sites or in-apps)
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About Display: Targeting Options
Content Targeting is using web content to reach the desired audience at the point of relevancy
Audience Targeting is based on online behavior using cookie data
While targeting capabilities do vary among top Ad Networks, the following tend to be status-quo:
Additional Methods of targeting
Geographic Demographic
ContextualDay Parting
BehavioralRetargeting
Common Types of Display Ads
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HTML or Static BannersGraphical ads Display ads are often available in many standard shapes and sizes, including: banners, leader boards, skyscrapers, large boxes.
Rich Media AdsRich media ads are essentially image ads that have interactive elements, animations, or other aspects that can change depending on who is looking at the ad and how they interact with the ad.
InterstitialsAn interstitial ad is a full-page ad that appears before the actual webpage.
Flash/DHTML AdsThese kinds of ads incorporate Flash animation or other motion graphics. Ads may be animated display ads in more traditional shapes and sizes, or, as of late, they can be sophisticated ads that function similarly to pop-up ads but with much deeper integration into the overall design of the site.
About Display: Typical Pricing Models
How Ads Are BoughtDirect Sales: Advertisers work closely with publishers to define everything from the creative look and feel to the size and placement on the page.
Run-of-Site / Remnant: Advertisers purchase any available inventory on a publisher’s site that hasn’t already been sold.
Ad Exchanges:Ad exchanges are companies that broker online advertising by bringing advertising buyers and website publishers together to participate in auctions for ad space
Ad Networks:Ad networks ultimately serve as the sales representatives for the websites that are part of the network
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Branding: The “Typical” Role of Display• Demand generation• Brand awareness
Direct Response:However, we have found some placements/strategies that have been successful as a lead generation vehicle
Benefits/Role of Display Advertising
There is no “one size fits all solution”. Geary LSF customizes display programs to each client’s individual needs and objectives.
PAID SEARCHIntro to Media
Defining Paid Search
• Paid Search is the process of gaining traffic by purchasing ads on the search engines.– Advertising is traditionally sold on a cost-per-click (CPC)
basis, in an auction setting– Paid search is also often referred to as PPC, CPC, or SEM
Paid Search Landscape
Example of Paid Search Ads
Distribution of Paid Listings vs. Clicks
Positioning does have importance in paid search. Often, advertisers are faced with the dilemma of cost efficiency vs. volume.
The Features of Paid Search
• Keyword based advertising• Auction-based, Cost per Click (CPC) pricing
model.• Ad Positioning is determined by Quality Score
and Maximum Bids• Text based ad copy• Geographic targeting• Day parting
Keyword Selection: Long Tail vs. Head Terms
Search Demand Curve
General terms that are shorter and less focused
Highly specific and targeted terms with several words in the term
• Grocery stores• Recipes
• Gourmet deli tray order• Best bakeries Glenview, IL
Quality ScoreA relevancy score between 1-10 is the search engine’s estimate of your advertising’s relevancy to the user. Quality score is impacted by multiple factors:
Ongoing Management and Optimization
Track
Collect Data/Test
MeasureAnalyze
Optimize
Digital Media Spend Continues to Grow
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Typical Roles of Digital Media Types
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Awareness (Display, Social Advertising)
Consideration (Paid Search, Remarketing, Display, Social
Advertising, Email)
Conversion (Paid Search, Remarketing,
Email)
Loyalty (Remarketing, Email, Social)
Advocacy (Social
Advertising)