internet ad planning
DESCRIPTION
Digital World Expo v201.1 Presentation by Erin Levzow and Lauren Freiman.TRANSCRIPT
Internet Advertising OverviewInternet Advertising Overview
DefinitionsDefinitions
Impressions Number of Ads Served
Click through Rate Clicks as a percentage of impressions
CTR= Clicks/Impressions
Example: My ad was served on a website 1,000,000 times and I got 500 clicks. CTR = 500/1,000,000 = 0.05%
DefinitionsDefinitionsConversions
Final action (bookings, sales, leads)
Conversion Rate Conversions as a percentage of clicks
Conversion rate = Conversions/Clicks
Example: My ad received 500 clicks and I got 50 conversions. Conversion Rate = 50/500 = 10%.
Pricing ModelsPricing ModelsCPM Cost per Thousand Impressions
CPM = (Cost*1000)/Impressions
CPC Cost per Click
CPC = Cost/Clicks
CPA Cost per Action
CPA = Cost/Actions
Branding vs. Direct ResponseConsumer Purchase Funnel Journey the Consumer Goes on In the Purchase of An Item
TV, Radio, Print, Outdoor, Social Media, Display
Online Video, Mobile, Contextual Ads
Display Endemic Ads and Behavioral Targeting
Email Marketing, Display Retargeting, Social Media
Search
Search
Search Engine Marketing
Search Engine Optimization
Display Sizes
Rectangle: 300 x 250
Wide skyscraper:160 x 600
Skyscraper: 120 x 600
Leaderboard: 728 x 90
Small Rectangle: 180 x 150
Mega Wide Skyscraper: 300 x 600
Half Page: 600 x 400
1. Call to Action
2. Click Through
3. Animation
Display Ads: ContextualDisplay Ads: Contextual
Display Ads: Contextual/ EndemicDisplay Ads: Contextual/ Endemic
AdvertisersAdvertisers
DEMOGRAPHIC BEHAVIORAL CONTEXTUAL GEOGRAPHIC RETARGETING
AgeGender EthnicityHousehold IncomeHousehold TypeEducation
AutomotiveConsumer ElectronicsCPGDiningRetailReal EstateTravelLifestyle
Cat: Home ImprovementSub: Shutters and Blinds
Country: USAState: CaliforniaDMA: LACity: TarzanaZip: 91356
Retarget past visitors to advertiser’s website
Retarget users who have seen anadvertiser’s ad on anin-market website
TARGETING TECHNOLOGY PLATFORM
Display Ads: Behavioral NetworksDisplay Ads: Behavioral Networks
PRE-ROLL VIDEOMarketer’s :15 and :30 videos will run before selected publisher content. Native video players are clickable to designated URLs
COMPANION BANNERAll banners are clickable todesignated URLs
Click below to see a live demo of Specific Media’s Pre-Roll:http://bbe.com/advertising/pre-roll-sample
Online VideoOnline Video
Mobile: App vs. WAPMobile: App vs. WAP
Social Media: FacebookSocial Media: Facebook
Ex: Like AdEx: Polling Ad
Ex: Sponsored Story - Like
Social Media: TwitterSocial Media: Twitter
Getting Started What are your goals? Who do you want to reach? What are you willing to invest?
Next Steps: Search Engine Marketing Display, Mobile, and Video Social Media
