Session 1: Digital Media 101

Shane Crombie October 2009 Beijing China

TODAYS AGENDA

• Online Media Fundamentals• Key Ad Formats• Campaign Implementation Overview• Key Insights & Objections to Digital• Media Planning Examples

Online Media Fundamentals 

KEY GLOBAL MEDIA CONSUMPTION TRENDS

KEY TERMINOLOGY

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

KEY DEFINITIONS

KEY TYPES OF ONLINE MEDIA

Advertorial

OTP/floating

Pre roll/post roll

Sponsorships Streaming video

Banners & buttons

Blog/social network

eMail

Content Integration

Mobile

Gaming

Web 1.0 Web 2.0

Digital Outdoor

KEY PRICING MODEL DEFINITIONS

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

4 KEY PILLARS OF ONLINE MEDIA PLANNING

Ad Formats 

UNIVERSAL AD PACKAGE (IAB)

Box 180x50

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

Campaign Implementation Overview

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

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

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

KEY MARKET INSIGHTS

KEY IMPLEMENTATION INSIGHTS

COMMON OBJECTIONS TO DIGITAL

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