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Paid Media
The process for developing an online plan
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Overview
1. The players – who they are and when we use them
2. The process for developing an online plan – how we
make decisions
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New marketing ecosystem
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4
The Players
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5
PERFORMANCE N/W
NICHE NETWORKS
SALES NETWORKS
PORTALS
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An online portal presents information from diverse sources in a
unified way.
PORTALS
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Ninemsn
PORTALS
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Yahoo!7
PORTALS
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Fairfax Digital
PORTALS
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News Digital Media
PORTALS
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Mediasmart
PORTALS
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Examples of when we would we use a portal
When we want cross-platform opportunities e.g. Dolly online,
offline and mobile buys
When we want to reach a lot of people in one day i.e. homepages
• Product launches
To align with quality, well-established content
When we want to use a number of different environments for the
same plan (can buy under „one roof‟)
When we want to implement a content integration deal i.e. not
just banner advertising
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PUBLISHER
Large/Portal
STRENGTHS
Strong reach in AU
Quality content (established brands)
Market specific opportunities
Cross platform opportunities
Lots of opportunity under one „roof‟
Targeting capabilities
Large sales teams
Video offering
Strong editorial teams by genre
Create content for advertiser
In-house production
Continually developing/changing
Rich media solutions
Access to research
WEAKNESSES
Clutter
Sometimes Inflexible and costly
Performance offerings
On and offline are separate
Harder to buy high SOV
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The Long Tail (sales, niche and performance networks and
affiliates)
High reach and mass communication media is
under pressure from a multitude of small, niche
and engaging sites. Each of the sites
individually might have low reach, but when
combined they impact traditional media.
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A Sales Network is company that sells advertising across a
number of unrelated sites on behalf of the site owner.
A Niche Network is a company that sells advertising across a
number of related sites which they own themselves.
SALES/NICHE N/W
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Ad2One
SALES
NETWORKS
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The Sound Alliance
NICHE
NETWORKS
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Examples of when we would we use a sales or
niche network
When we want to reach the „long tail‟
When we want to align with a specific community e.g. mums,
youth, travel
When we don‟t have enough money to buy a large SOV on a
portal (more cost effective)
When we are looking for a unique partnership
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PUBLISHER
Large/Portal
Sales Networks/
Niche titles
STRENGTHS
Strong reach in AU
Premium/quality content
Market specific opportunities
Cross platform opportunities
Lots of opportunity under one „roof‟
Targeting capabilities
Large sales teams
Video offering
Strong editorial teams by genre
Create content for advertiser
In-house production
Continually developing/changing
Rich media solutions
Access to research
Relevancy/high targeted
Pricing and negotiation
Audience engagement
Unique advertising solutions
Partnerships
Often go over and above
Easy to buy high SOV
WEAKNESSES
Clutter
Sometimes Inflexible and costly
Performance offerings
On and offline are separate
Harder to buy high SOV
Volume of traffic
Sales representation in the market
Limited innovation (sales networks)
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A performance network buys remnant inventory of numerous
portals and networks and resells the inventory at a low CPM or on
a performance basis (e.g. CPA, CPC)
An Affiliate network is a company who acts as an intermediary
between a site that generates leads and an advertiser (tend to be
longer term relationships)
PERFORMANCE N/W
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Top Australian Performance Networks
(Unique Browsers per month)
1,200,000 UB
4,000,000 UB
6,500,000 UB
7,500,000 UB
10,100,000 UB
8,897,000 UB
11,500,000 UB
9,000,000 UB
PERFORMANCE
NETWORKS
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Affiliate marketing
AFFILIATE
NETWORKS
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Examples of when we would we use a
performance or affiliate network
When we want to drive an action e.g. clicks to site, applications,
competition entries
When all we care about is low cost and high volume (perf only)
When we are running straight banner advertising campaigns (they
can‟t do fancy integration deals)
When we want to re-target an audience that have already been to
our site (performance networks have the technology)
When we want a long term tenancy to drive leads/sales (affiliate)
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Big versus niche versus performance
PUBLISHER
Large/Portal
Niche titles
Performance
STRENGTHS
Strong reach in AU
Premium/quality content
Market specific opportunities
Cross platform opportunities
Lots of opportunity under one „roof‟
Targeting capabilities
Large sales teams
Video offering
Strong editorial teams by genre
Create content for advertiser
In-house production
Continually developing/changing
Rich media solutions
Access to research
Relevancy/high targeted
Pricing and negotiation
Audience engagement
Unique advertising solutions
Partnerships
Often go over and above
Easy to buy high SOV
Pay on a cost per action/low risk
Coverage on the top publishers w/o cost
Re-targeting capabilities
Targeting solutions getting better
WEAKNESSES
Clutter
Sometimes Inflexible and costly
Performance offerings
On and offline are separate
Harder to buy high SOV
Volume of traffic
Sales representation in the market
Limited innovation (sales networks)
Extremely low visibility and SOV
Lack of control on placement/blind
No rich media
Lose contextually relevance
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Process of developing online plan
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BRIEFING
Agree the brief
Outline objectives
Define budgets and timings
Agree Key Performance Indicators
RESEARCH
Competitive Analysis
Past learnings
Gather insights : Conduct research if required
Understand consumer online behaviour within category
STRATEGIC DIRECTION/
ARCHITECTURE
Work with offline team to identify role of digital within
overall plan
IMPLEMENTATION PLANNING
Brainstorm with creative agency
Brief publishers
Collate and discuss proposals
Form detailed plan – negotiation of placements
IMPLEMENTATION
After sign off – book
Set up campaign in tracking system
Liaise with production and upload creative into adserver
ONGOING TRACKING/REPORTING
OPTIMISING
Regular monitoring and reporting to clients
Continually gather learnings and benchmarks for client
CREATIVE DEVELOPMENT
Send spec sheet to creative dept
Advise on rich media / standard media
STRATEGIC DIRECTION
Work with offline team to identify role of digital within overall plan
Brainstorm with creative agency
PRESENTATION TO CLIENT
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The brief. What else?
Creative considerations/assets
Website URL/Landing Page
KPI metrics (if different to offline)
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True Blood – what else?
Strong fan presence and a range of online assets to exploit
(banners and video)
First HBO Facebook fan page to cross the million mark
• Strong focus on social please consider media such as Facebook
Digital release already available on iTunes (it was made available
day after broadcast)
Click through to Like Love website (used for the entire WB TV
offering – exclusive content, competitions and product info)
• Consider use of the current database
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Planning: Research – unearthing insights
CONSUMER
How do they use web?
What do they regularly do
online?
How do they use online in
relation to your category?
What types of sites do they visit?
Are they talking about your
brand online?
CATEGORY
How is the category using the
web to promote itself?
Any category insights that are
web specific?
What role does online play in
purchase cycle?
Are they discussing the
category online?
HISTORICAL INFO
Do you have any relevant
learnings from previous
campaigns?
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Planning: Research – unearthing insights
True Blood
Diehards
(Simone)
Entertainment
Connoisseurs
(Amy)
Rejecters of
this genre
(Deanne)
Communicate the launch of
Season 2 and then ensure
that they generate the buzz
for us by tantalising them
with some content that
keeps their conversation
alive right up to when they
can buy
Bring the content into her
world, align with the
entertainment we know she
loves and use that to
seduce her with True Blood
so that she can see
firsthand that it is anything
than just another Vampire
flick…
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Planning: Strategic direction
Seduce them with
content they
would kill for…
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Planning: Campaign architecture
Which channels best deliver
the strategy based on our
insights into the consumer
and the category?
How does it all work together?
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Planning: Campaign architecture
Customer journey
Reach
Awareness
Interaction
Buzz
Favourability
Response
Arrival
Engagement
Conversion
Recommendation
Distribution
Advocay
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Planning: Campaign architecture
Customer journey
Seek Involve Act Share
Awareness InvolvementActive
Consideration
Purchase
(Conversion)
Relationship
BuildingAdvocacy
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Planning: Campaign architecture
Seeding Launch
Seek Share Seek Involve Act Share
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Planning: Implementation
(Involve creative agency in brainstorm)
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You’re invited……
True Blood Die
Hard Fans
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If you LIKE EDGE OF DARKNESS
you will LOVE
Fantastic offer!True Blood is most definitely not your regular Vampire show….
Entertainment
Connoisseur
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Planning: Implementation
What type of sites fit with
both the idea and the target
audience?
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Planning: Implementation
Die Hard Fans
Q: How does target find out
about events/share with
friends?
A: Facebook, What‟s On
Guides
Brief following publishers:
•Time Out
•CitySearch
•Sound Alliance
Entertainment Connoisseur
Q: Which sites/publishers/
portals are best for our
advertorial idea/fit our target
audience/best reach?
A: Entertainment sites,
entertainment news sites
Brief following publishers:
•Fairfax Digital
•News Digital
•Ninemsn
•BigPond
•Popsugar
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Other decisions we make before we brief
1. The ad formats that suit the campaign
2. Where we want the ads to be placed within the site
3. If we require any specific targeting
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Format/size of ad unit300 x 600
728 x 90
120 x 600
300 x 125
300 x 250
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Format/size of ad unit
Video pre-roll
Sponsored links
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Placement – where the ad unit appears
within the publisher’s site or network
Run of Network
(RON)
Homepage
Run of Site
(ROS)
Buyout
Run of Category/
Section (ROC/S)
Sponsorship
When display advertising appears randomly across
the whole of a publisher network
When display advertising appears on the main
navigation page of a website
When display advertising appears randomly across
an entire site.
When display advertising takes 100% of all inventory
of a specific placement.
When display advertising randomly appears across a
specific category or section of a publisher‟s site
When the client has ownership of a specific site or
section taking all the available inventory alongside
logo branding.
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Targeting options
DemographicContextual
Behavioural
RetargetingGeo/IP
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Maximise effect of targeting
Match message to suit method of targeting:
Contextual Make a clear reference to the context of content
Demographic Personalise information to suit demo
Geo If relevant add geo specific reference
Behavioural Alignment with content you are “following” or
sequential ads
Re-targeting Harder hitting call to action e.g. an offer
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Variables that dictate size, position,
and/or targeting
• Campaign objective – launch versus DR etc
• Creative messaging
• Budget
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Target audience - how the site delivers against our target
Cost - measured against historic performance, compared to
other potential sites
Content - level of strong and appropriate content
Site brand profile - importance of site as a brand. Will
association with it help the client‟s brand/product?
Competitive activity – is it cluttered with our competitors,
will we stand out?
Response track record – how has this site previously
performed
Targeting facilitation - ability to target specific audience(s),
day of week, time of day, behavioural (if relevant)
Innovation – innovative ideas to execute the campaign
Added value – what can the site deliver over and above what
we have requested?
Synergy – with media used within the campaign (if relevant)
Evaluating publisher proposals
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Planning: Implementation
Entertainment Connoisseurs
Chosen sites:
Hoyts
Greater Union
Fantastic offer!
True Blood is
most definitely
not your
regular
Vampire
show….
Chosen publishers/sites:
Fairfax Digital Entertainment
Ninemsn The Fix
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Sample media plan
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Important to keep our KPIs in line with our objectives
Planning: Setting KPIs
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Reporting and optimising
Agree frequency and what client wants to see
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Thank you
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