Transcript Ad Networks

Confidential
Ad Solutions
Intro to Digital Sales
Confidential
Introduction
The new DSS program features bi-monthly Webinars focusing on
a variety of solutions that will help you plan, grow and manage
your online business along with strategies that will help you
compete in the ever changing digital landscape and help you
manage your digital business.
This Webinar introduces basic web terms and definitions as
well as dive into internet buzzwords. Think of this as “Web
101”. We will also highlight basic web advertising principles to
provide a foundation for future training sessions.
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Agenda
Why Sell The Web?
The Language Of Digital Advertising
Common Products In The Marketplace
Different Ways To Sell And Target Ads
The Digital Space
Analytics
Questions
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Why Sell the Web?
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Audiences Turn to Web
• 41% of Americans cited the internet
as the place where they got "most
of their news" - up 17% from 2009.
Medium
Local TV
- 1.5
• 46% of users access their news
online at least 3 times a week,
surpassing newspapers for the first
time.
Network TV
- 3.4
Newspapers
- 5.0
Audio
- 6.0
Magazines
- 8.9
Online
Cable TV
% Change in Audience 20092010
17.1%
- 13.7
Source: Nielsen Media Research, Pew
Research Center for the People & the Press,
Audit Bureau of Circulations, April 2011
Source: Mediapost April2011
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Online Ad Spending Is Growing
US online ad spending
reached a record $25.8
billion in 2010, 13.9%
higher than 2009.
Online video advertising
shows the most growth.
Source: eMarketer, September 2010
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Local News Sites Work
• 69% of consumers have trust in advertising
from local news sites; 13% higher than
average and second only to recommendations
from friends.
• Visitors to local media sites are more likely
than visitors of other sites to take action after
seeing local ads; from making purchases to
visiting sites and stores.
• Online video viewing of local TV news
content is higher than that for any other
genre.
• Among weather sources on the Web, local
TV Websites are the “most important source”
of weather information.
• Local content sites attract a high number of
influencers – a person others come to for local
recommendations.
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Source: Niesen, 2010
Source: online publishers association, 2010
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The Language of Digital Advertising
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Common Web Terms
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URL: Uniform Resource Locater- the method of which internet sites are
addressed. An example would be www.ibsys.com
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Browser: Program used for viewing Web pages. Common browsers include
Internet Explorer, FireFox and Safari. You may also hear of Opera and Chrome.
•
ISP: Internet Service Provider –the company that provides you with connection to
the Internet via either a Dial-up Connection or a Direct Connection
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Domain: The Internet is divided into smaller sets known as domains, including
.com (business), .gov (government), .edu (education) and others.
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Search Engine: A tool for searching information on the Internet by topic. Google
is a good example.
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Cookie: The name for files stored on your hard drive by your web browser that
hold information about browsing habits.
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Cache: Used to identify a space where web pages you have visited are stored in
your computer. If you visit a page more than once, the browser checks your cache
and will retrieve it from there because it is faster than retrieving it from the
server.
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Common Design Terms
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IAB Units: Internet Advertising Bureau industry standard sized ads. Common sizes
are Medium Rectangle and Leaderboard.
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Pixel: Short for picture element – the smallest unit of resolution on a monitor.
Commonly used as a unit of measurement. It is the height and width of images
and/or ads. Ad Specs are listed in terms of pixels.
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Flash: Flash is a design program that allows designers to create animation and
special effects and interactivity. Ads ending in SWF (finished version) and FLA
(layered version) were built using Flash.
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GIF: Graphics Interchange Format – A common image format. Flat graphics that
can include simple animation.
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JPEG: Joint Photographic Experts Group –A common image format. Flat graphicsno animation.
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MPEG: Motion Picture Experts Group –A video file format offering excellent
quality in a relatively small file. Video files found on the Internet are frequently
stored in the MPEG format.
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Common Trafficking Terms
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Ad Server: Delivers ads to a viewer each time a page is requested. Common ad
serving companies include Doubleclick, OpenX, Google and AdTech.
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Doubleclick/DFP: The Ad Serving company IB uses to traffic ads.
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Impressions: The number of times an ad is delivered to the user.
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Impression Goal: Specific number the advertiser’s ad needs to be seen in a given
timeframe.
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Click-Through Rate: The number of clicks on an ad as a percentage of the number
of impressions the ad received. U.S. average is .07%
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Exclusive Targeting: When an ad is targeted in such a way that no other ads can
run in that same position.
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Even Rotation Targeting: When an ad is targeted to a specific location or position,
and only rotates with other ads with the same targeting.
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Common Analytical Terms
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Page Views: When a Web site visitor opens a Web page, it counted as one page
view.
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Hits: Individual requests the server gets to render the web page completely.
There can be multiple hits per page view. This term is a bit outdated, but still
sometimes used.
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Visits: How many times visitors looked at the site as a whole. Visitors can make
multiple visits. A visit is generally defined by a 30-minute window and determined
by IP address.
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Unique Visitors: A measurement of the interaction a single visitor has with a Web
site over time.
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Visitor: A visitor refers to an individual that visits a Web site. A visitor or unique
visitor can have multiple visits. Sites commonly refer to visitors as "viewers“ or
“users”.
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Google Analytics: A service offered by Google that generates detailed statistics
about the visitors to a website. It is the most widely used website statistics service
to date.
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Common Content Terms
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Index Page: Main page of each section, sometimes called Section Page or Channel
Page.
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Detail Page: These pages house news stories, slideshows and videos. They are
also called Story Pages or Articles.
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Homepage: The “front door” of any website.
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Nav Bar: The row of links prominently displayed under the header. They link to
the index pages of the site.
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Modules: Houses content links and images. There can be many modules on one
page. Can sometimes be called “widgets”.
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UGC: User Generated Content. Some sites allow users to upload videos, photos or
blogs. Posting user comments from Facebook or Twitter is also considered UGC.
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Common Digital Products In The
Marketplace
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IAB Ads
728 pixels
90 pixels
Leaderboard Ad: 728x90
Medium Rectangle Ad: 300x250
Wide Skyscraper Ad: 160x600
Half Page Ad: 300x600 (not shown)
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Rich Media Ads
Rich media refers to digital advertising that makes use of a wide range of interactive
features. These include ads that float over content, offer multiple choices within the ad
to interact and have video. Below are some popular examples.
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Floating Rich Media Ad: Floats over content for 10 seconds
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Pushdown Ad: Pushes down content, then rolls back after 7 seconds
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Countdown Ad: Counts down to a big event or sale
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Hover Ad: Interstitial hovers over content, anchored at the bottom of the page
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Tabbed Interactive Ad: Users click on tabs for more information
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Video Ads
Video Ads can either be pure video, such as Preroll or Flash Video, or be an ad with a
video element embedded, such as a Medium Rectangle with Video. Below are some
popular examples.
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Preroll Ad: An ad that runs before any online video story. Some Web sites also run
Postroll which runs after the online video story or Midroll which runs in the
middle. Industry standard is either :15 or :30.
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Flash Video Ad: An embedded video ad on either a story page or advertiser’s full
page ad.
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Medium Rectangle with Video Ad: A Medium Rectangle Ad with embedded video.
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Full Page or Contest Page Ads
Full Page Ad: Advertiser-based
content pages that offer a wide
variety of interactive elements. Such
elements include Feedback Forms,
links back to their site and video. You
may hear it called a “Buffer Page” or a
“Splash Page”.
Contest Page Ad: A popular form of
Full Page Ad where advertisers can
offer users the chance to win a prize
in exchange for building their
marketing database.
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Sponsorship Ads
Sponsorship Ads: Smaller ad units
that are strategically placed in and
around specific topics or sections to
create brand association. Not
typically sold impression-based.
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Selling And Targeting
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Request for Proposal
Also called the RFP, this is an questionnaire you get from a prospective client. This
worksheet will ask you identify your sites core competencies and targeting abilities. In
turn, it will outline what the client needs to secure an online buy.
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Cost Per…
Digital Media buys have an established budget, or cost, for an action or activity. The
advertiser may choose one of many different ways to pay for their exposure or activity
on the web. The most common of these are:
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Cost Per Thousand (CPM) – What the advertiser is willing to pay per thousand
impressions. It is important to remember that when someone says something like,
"our CPM is $5," this means that the cost per impression is $0.005.
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Cost Per Click (CPC) – What the advertiser is willing to pay for a single click on their
advertisement, which directs one visitor to the advertiser’s website.
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Cost per Lead (CPL) - Online advertising payment model in which payment is based
solely on qualifying leads. In a pay per lead agreement, the advertiser only pays for
leads generated at their destination site. No payment is made for visitors who don't
sign up.
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Geo-Targeting
Focuses ad delivery to a
specific areas, cities, zip codes.
Our local website is geotargeted by the nature of our
audience and content
Types of Geo-Targeting:
• Assumed geographic area
• Registration data
• IP-Address data
www.whatismyipaddress.com
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Behavioral-Targeting
Targeted ads delivered to consumers based on their behaviors online:
• Sites visited
• Topics searched
• Interactions with ads
Example:
Leaderboard Ad schedule targeting consumers
who have visited Automotive Web sites and
searched Chevy.
Prominent Vendors:
• Tacoda
• Yahoo
• Revenue Science
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The Digital Space
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Social Networking
Social Networks: Communities
of people who share interests.
• Facebook
• Twitter
• LinkedIn
In most social networking
services, both users must confirm
that they are friends before they
are linked.
Users can upload pictures, “check
in” to places they visit and be
"friends" with other users and/or
businesses.
Businesses can promote their
goods and services and offer
discounts to these users.
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SEO & SEM (Google, Yahoo, Bing)
Search Engine Marketing:
Paid placements along the
top and edges of the page.
Advertisers pay-per-click.
Pricing is auction-based,
advertisers bid how much
they are willing to pay, per
click.
Spending can be capped.
Search Engine Optimization:
Making your site “search engine friendly” –
Organic Search Results
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Mobile Marketing
Mobile Marketing: Allows ad messages to go with the consumer. Mobile is
developing into a viable advertising space as phones become mobile Web
devices.
• Spending on mobile advertising in
the U.S. was around $877.2 million in
2010, up 138% from 2009
• Experts predict a growth rate of
120% in 2011 and expect to see
mobile ad revenues reach almost $2
billion for the year.
Source: Click Z, December, 2010
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RSS and Widgets
RSS:
“Really Simple Syndication”
Web content sharing and
distribution.
Widgets:
A web widget is a miniwebsite feed you can put on
your personal web page, blog
or social profile.
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Ad Networks
Ad Networks: Represent many websites
in selling advertising, allowing advertising
buyers to reach broad and/or targeted
audiences easily.
Ad Networks:
•Centro
•AOL
•Yahoo
•Advertising.com
•RightMedia
•BlueLithium
•Premium Network
•Cox Media Group
More Competition for Local Advertising
Dollars!
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Analytics
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Internal or On-site Web Analytics
• On-site web analytics measure a visitor's journey once on
your website.
• WebTrends, Omniture, and Google analytics use page tagging
to collect data from a website. Page tagging, uses JavaScript
to notify a third-party server when a page is rendered by a
web browser. All three analytics companies also use cookies
to gather information.
• The data collected can be processed to produce web traffic
reports.
• WebTrends and Omniture charge for their service and have
many reports available.
• Google Analytics is a free service up to a certain usage point.
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Measuring Online Traffic
• Sample is created by a random telephone survey and an online recruitment system.
Participants receive a benefit package for participating in surveys
• They monitor online activities, integrate offline data (supermarket purchasing or
automotive registrations), and attitudinal data gathered through consumer surveys.
Focused on measuring online data.
• Panel based - difficult to measure at-work audience
• Generally more accurate for larger sites/markets, useful for determining market
rank vs. other sites
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Measures online traffic using an online panel and tagging
Publishers that tag their sites (Quantified) may see better results
Demographic information from panel
Free service
• Multi-media survey conducted for the purpose of developing statistically reliable
information about the audience levels and audience characteristics
• Multi-media survey conducted for the purpose of developing statistically reliable
information about the audience levels and audience characteristics
• Information is collected by a phone interview
• Gathers web behavior information from users who sign up at their site, then
analyzes these data to create customized reports for client companies. A free
analytics tool is also available
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DoubleClick (DFP)
DoubleClick, owned by Google, is the largest online ad serving company in the world.
DFP stands for DoubleClick for Publishers.
DFP’s adserving software allows clients to traffic, target, deliver, and report on their
digital advertising campaigns.
DFP tracks the number of ad impressions and click-throughs delivered,
and provides ongoing reports on delivery.
DFP Report
Sample
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QUESTIONS
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THANK YOU
Future presentations:
• AD STRATEGY - Conducting an Online Call
• Monday, May 16 1pm CT
• Friday, May 20 8:15am CT
• AD SOLUTIONS - “How do I measure my campaign’s performance?”
• Monday, June 6 1pm CT
• Friday, June 10 8:15am CT
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