Getting Found – Part III Online Advertising
The Basics Of Online Marketing
10 Years Ago – Everything Was Direct
P U B L I S H E R S
Direct Sales Team
Ad Servers
Agencies
£
£
Ad Servers
A D V E R T I S E R S
Ad Servers
Horizontal Networks
DEMAND PLATFORMS Media Buying Platforms
Agencies
Vertical Networks
Direct Sales Team
Guaranteed c. 40%
650+ CHANNELS
Yield Optimization
Audience Networks
DSPs Ad Network Optimizers
Performance Networks
Ad Security
Ad Networks & Exchanges
Non‐Guaranteed c. 60%
International Networks
Ad Exchanges Ad Servers Data Exchanges
Data Suppliers
A D V E R T I S E R S
2 million +
P U B L I S H E R S
PUBLISHER PLATFORMS
As a result, we have come to understand that no one needs advertising because there are much better ways to market your products.
This is a game changer. This takes us from a world of "no" to a world of "yes," where the audience gets to curate content, express and share it as they choose, while copyright holders are not only respected, they get to make money. ‐ Jeff Berman, Myspace President of Sales and Marketing
Marketers must set their goals, then reach out to the influentials who can help them achieve those goals.
The Role of Digital Media In Marketing BEFORE Supplier
AFTER Customer
Monologue One Way Mass Communications Static No Interaction Shotgun Approach Hard to Identify Customers Hard to Manage Customers
Supplier
Internet
Customers
Dialogue Two Way (Conversational) Real Time Dynamic Collaborative Segmented Rich Customer Interaction Rich Customer Data
If you had to live on a desert island, what would you take with you? 6%
6%
4% 1%
Computer with Internet
18%
Large Supply of Books TV Radio Cell Phone
64%
Newspaper Subscription
The Old Way
The Old Days of Online Advertising Prior to the new media revolution
Online advertising was very limited and heavily controlled It was limited to online editions of newspapers and television news channels But to get that space, you would need to pay a very hefty amount of money for a small space and short time periods This kept SMEs and mid‐sized organizations from being able to properly leverage the internet to market their companies to the public
10 Years Ago – Everything Was Direct
P U B L I S H E R S
Direct Sales Team
Ad Servers
Agencies
£
£
Ad Servers
A D V E R T I S E R S
Remnants of the Old Days Online Banner Ads
Limited sizes depending on the website design Limitations on the content and file size Limitations on the media formats
Understanding Online Media Types
Different Media Types Paid media – advertising inserted next to another’s content Owned media – brand created content Earned media – Getting someone else to provide content about a brand
How Paid Media Works
How Owned Media Works
How Earned Media Works
How The Whole System Maps Out
Today’s Online Marketing
Ad Servers
Horizontal Networks
DEMAND PLATFORMS Media Buying Platforms
Agencies
Vertical Networks
Direct Sales Team
Guaranteed c. 40%
650+ CHANNELS
Yield Optimization
Audience Networks
DSPs Ad Network Optimizers
Performance Networks
Ad Security
Ad Networks & Exchanges
Non‐Guaranteed c. 60%
International Networks
Ad Exchanges Ad Servers Data Exchanges
Data Suppliers
A D V E R T I S E R S
2 million +
P U B L I S H E R S
PUBLISHER PLATFORMS
Initiators
Shapers
Transmitters
Allowers
Sales Houses
Brands
Marketing Specialists Media Agency Ad Agency
Media Channels Digital Platforms
Consumers
Creating your own TV channel
Creating your own IM / chat room avatar
Setting up email forwarding group for “joke” emails Setting up personal news views/alerts
Selling something on Ebay
Regularly shopping for groceries online
IM
Making posts to an online message board
Visiting an Internet chat room
Signing up for email newsletter Email
Regularly reading news online
Buying something on Ebay
Posting your profile on a community site
Browsing dating / “friends” sites
Using Google to research
Information / Research / Everyday Tasks Buying a book/ CD from Amazon
Web surfing Entertainment / Personal Expression
Experienced Enthusiast
Building your own website
Sharing iTunes playlists
Listening to Internet radio
Downloading music Bookmarking your own library of “favourite” sites
Writing your own blog/ newsletter
Playing viral Watching games that were streaming video emailed Visiting websites others have recommended
Internet banking
Basic
Uploading photos to album site
Communication / Community
Booking a flight online
Joining an Internet payment service (e.g., Paypal)
Becoming a lead contributor to an online community (e.g., regular posts, moderator)
Downloading games
Video chat/ Webcams
Joining an online RPG community (e.g., SimsOnline)
Subscribing to online movie service
What is Your Online Value Proposition? What can your provide to help/inform/entertain me
online?
Reinforces core brand proposition and credibility, but messaging shows… Different OVPs for different markets and audiences Value that a site visitor get from your online brand or campaign that… They can’t get from you offline? They can’t get from competitors?
Develop content strategy to develop OVPs Communicate message forcefully: online and offline
13 Audience Segments
Content and Advertising targeting
Detail of Categories Within Groups
How Personalised retargeting works
1
A customer browses your website...
4
One click brings them directly back to your site
2
...then leaves to browse other websites
3
Targeting tech displays a personalised ad to this prospect
Online Media Categories
Portals
Content
Google, Yahoo, Bing
Social Media (UGC)
NYTimes.com, CNN.com, MSN.com, dawn.com, thenews.com.pk, jang.com.pk
Facebook, Twitter, MySpace
Video
YouTube, Hulu, Vimeo
Amazon, eBay, BestBuy.com
Really Simple Syndication (RSS)
Search Engines
Yahoo, AOL, MSN
Blogs & Online Publications email & Newsletters eCommerce
Feedburner, Google Reader
Ad Networks
AOL, Yahoo, Google AdWords, advertising.com
Banner (Display) Advertisements Defines all forms of online
advertising that is integrating different elements and that follows common formatting guidelines Measured in pixels and kilobytes
Banner (Display) Advertisements Mostly known formats are
Leaderboard Skyscraper Overlayer Showcase Buttons & Banners
Content Advertising Advertising woven into
editorial content or placed in a contextual envelope Also known as “web advertorial”
email Advertising Advertising campaigns
distributed via email email addresses selection is possible based on socio‐ demographic, behavioral, and professional sector criteria Not effective because of spam filters
Search Engine Marketing
SEO – Natural Positioning
Optimize the HTML code to ease the work of the search engine spiders Long‐Term Approach Relevancy Index Optimization Cost Efficient Investment
SEM – Performance Driven
Buy relevant search queries/ keywords/terms “You pay for what you get” Contextual & Short‐Term/ Mid‐Term driven Managed Costs