Better understanding of online display advertising

Better Understanding of Online Display Advertising

@martinfai

What is Online Advertising?

Which one is the most effective?

Costumer Journey

My friend talk about

disneyland at surabaya

I was browsing and see

Disneyland adsRegistered for promotion

Holiday is near, where i can take

my family?

Family Vacation

Check my Inbox and see

Disneyland Promotion

Find out the USER INTENT

Tips olahraga tanpa nyeri?

7 step bebas nyeri sendi?know who concern to

Why Glucosamine

Product benefit

Community berbagi sehat

sendi

Exactly know who have the problem

User who’s looking for general info

User who’s looking

general info for one

specific brand

User who’s looking for

detailed product

description

User who’s ready to buy the product

Obat Sendi

Build brand

credential

Where to buy?

Promotion?Direct user

to buy

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospect’s

attention. Inbound marketing earns the attention of customers,[1] makes the company easy to be found[2] and draws customers to the

website[4] by producing interesting content.[3]

in contrast to outbound marketing where they "buy, beg, or bug their way in" (via paid advertisements, issuing press releases, or

paying commissioned sales people, respectively)

Inbound Marketing

Landing page Goal:

1. Targeting the right Audience

3. Choosing the right Media : Site, SE, SocMed, etc

4. Delivering the right content

5. Delivering at the right time and frequency

Mobile

Desktop

Advertiser site

1

2

2. Choosing the right medium

6. Retargeting the potential consumer

7. Measuring the goals (objective)

Awareness !Perform

Ad

Publisher.com

!!video ad

4

3

5Search Engine

Social Media

Ad

Organic Paid

AdAd

6

7

Media

Key element of online advertising

Landing page Goal:

1. Targeting the right Audience

3. Choosing the right Media : Site, SE, SocMed, etc

4. Delivering the right content

5. Delivering at the right time and frequency

Mobile

Desktop

Advertiser site

1

2



7. Measuring and optimising the goal conversion

Brand Awareness Lead Gen Sales trx

Ad

Publisher.com

!!video ad

4

3

5Search Engine

Social Media

Ad

Organic Paid

AdAd

6

7

Media

Key element of online advertising - get found

1. Targeting the right audience

Each user has their own intent, thru audience profiling, we are able to define :




specific brand


detailed product

description


Campaign Objective (goals)




specific brand


detailed product

description


Awareness

Performance

1. General measurement • # Imp • # Unique view • CTR • # Unique Visitor 2. Brand Awareness • e-GRP (unique user x frequency) • Demographic viewers • Visibility Index 3. Leads • # of email • # clicks • # Audience Tagging

Activation • # of transaction • Cost per Action

Consumer has different state of mind in different media.Desktop vs Tablet vs Mobile

Attention spend

Location proximity

Time Sensitive

Quality browsing Age Shopping

Desktop High No Yes More specific All age Online shopping

Tablet/mobile

Low Yes Yes General Younger generation

Store location, Compare price, seek review at

the store


Quality browsing time Detail content Active on interact with website Most of the user access from the office

Basic content Location sensitive SES targeting based on Device Type Action : call Active in teens segment

Quality browsing time SES targeting based on Device Type Active in teens segment

Costumer behavior on certain medium

Head Media

• High traffic, Quality content

Middle Media

• Medium traffic, high engagement

Above the fold (ATF)

Below the fold (BTF)

3. Choosing the right media

Tail Media

• Low traffic, high engagement

HEAD MEDIA

• High traffic, Mid engagement

• High exposure

• General online content

• Premium media brand

• Creative Ad support :

• Rich media support and Standard Banner

• Video Pre-Roll

MIDDLE MEDIA

• High traffic, high engagement

• Content centric

• Solid online community


• Rich media support and Standard banner

• Video Pre-Roll

• Support other activity :

• Content creative for content marketing

• Offline Activation

TAIL MEDIA

• High traffic, high engagement

• Personal review for advertorial


• Rich media support and standard banner

Awareness

Performance

Mapping objective v Media

4. Delivering the rights Content

Creative Type1

Creative Type2

Creative Type3

Creative Type4

Develop creative ads by consumer state of mind (user intent)




specific brand


detailed product

description


Landing Page 1

Landing Page 2

Landing Page 3

Landing Page 4

Standard BannerRich Media banner

In-game

Pre-Roll Video

Expandable

In-Banner Video

Social action

E-Commerce Banner

Ecommerce shopping cart

Creative Banner

Awareness Performance

5. Delivering Ads at the Right Time and Frequency

Which Day ?

Which Hour ? Frequency+


Consumer

Consumer visit brand

website

Consumer exit brand

website without

reaching the brand goal

Publisher sites

Consumer view ad that related with the content/info/product

that consumer view on brand website

Consumer click the ad and back to brand

website

Targeting pre-define campaign

Pre-define email

marketing

Demographic Profile Facebook

Adv

Pre-define Search Engine

Advertising

..... .....

Banner ad

Publisher.com

!!video ad

ad

Targeting the user intent

Yes, it’s blank

SITE -

ADUNIT

CONTENT

BANNER

LANDING

PAGE

7. Measuring the goals (objective)

GET FOUND GET LEAD LEAD NURTURINGgoal

Review all factors, and re-strategize to achieve your objective

eGRP

Demographic

Visibility Index

GA Tracking

Better understanding of online display advertising

Marketing

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