Digital Site Direct Media Buying

TMK.EDUDIGITAL: SITE DIRECT

Presented by Craig Stein

9/4/13

Tuesday, September 10, 2013

WHAT’S ON TAP

• Some History• What is Site Direct?• Planning & Buying Site Direct


THE NET IS GROWING

Source: Internet World Stats, IDC


OVER 48B WEB PAGES


CONSUMERS & MARKETERS ARE MIGRATING ONLINE

Source: eMarketerTuesday, September 10, 2013

A BRIEF HISTORY OF DISPLAY

1993 First Clickable Ad

1994 Banner Ad is Born

1996 First Ad Server

2000’s - Today Golden Age of the

Banner


DIGITAL ADVERTISING LANDSCAPE

Digital Advertising: Uses the Internet to deliver promotional/marketing messages to consumers. Digital advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content.

•Site Direct•Optimized Display / Programmatic •Video•Mobile / Tablet•Social•Search•Content

Source: Wikipedia


http://en.wikipedia.org/wiki/Internet

http://en.wikipedia.org/wiki/Internet

http://en.wikipedia.org/wiki/Promotion_(marketing)

http://en.wikipedia.org/wiki/Promotion_(marketing)

SITE DIRECT


WHY SITE DIRECT

Site Direct -- noun \ˈsīt də-ˈrekt

A method of buying digital media inventory straight from a publisher whose advantages include:

1. Access to site’s full inventory 2. Premium inventory & placements3. Share of voice & reach4. Custom sponsorships & integrations5. Access to publisher-only resources6. Creative flexibility


HOW TMK DOES SITE DIRECT

We believe in quality over quantity

We recommend only going several publishers deep with Site Direct to maximize the benefits of the channel

Leverage Site Direct with what it’s best for, reaching a high composition of a target

Otherwise, Optimized Display is an effective, efficient audience buying channel


ACCESS TO ALL INVENTORY

“I want this, and this, and a little of that”

Choosing the exact combination of specific placements


PREMIUM INVENTORY


SHARE OF VOICE & REACH


CUSTOM INTEGRATIONS


PUBLISHER ACCESS

1. First access to new inventory, sections, opportunities2. Access to custom publisher research and tools3. Cross-platform integration 4. Added value


STANDARD/CUSTOM CREATIVE


PLANNING & BUYING SITE DIRECT


MANAGING SD CAMPAIGNS

Step One Strategy

Step Two Selection

Step Three Negotiation

Step Four Ad Serving

Inputs •  Client objectives •  Budgets •  Planning

parameters •  Research

Deliverables •  Role of channel •  Buying model •  Success metrics

Inputs •  Site audience

and analysis •  Creative unit

options and constraints

•  Historical performance

Deliverables

•  Partner list

Inputs •  Historical pricing •  Marketplace

overview and conditions

•  Objective & goal setting

Deliverables •  Recommended

plan •  Ad specs •  Buy projections /

guarantees

Inputs •  Creative assets •  Create tags •  Traffic

Deliverables •  Traffic and live

campaign confirmation

Inputs •  Ad server and/or

3rd party reporting

•  Client provided metrics

Deliverables •  Performance

reports •  Optimization

recommendation

Repeat…

Step Five Evaluation

Step Six Optimization


STRATEGY

•Determine what the objective of the effort is•How much are you looking to spend •What support points justify the need for Site Direct

Step One Strategy

Inputs •  Client objectives •  Budgets •  Planning

parameters •  Research

Deliverables •  Role of channel •  Buying model •  Success metrics

•Determine specifically the role for Site Direct•How is the campaign / partner being bought•How will success be determined


BUYING MODELS

Flat Rate Sponsorship: A fixed cost over a time period, impressions served, or share of voice

CPM: Cost per thousand impressions

CPA: Cost per action / acquisition

CPE: Cost per engagement

CPC: Cost per click

CPL: Cost per lead


SELECTION

•Who are you trying to reach•What is the creative: standard, rich, etc; can it leverage partner context, category, niche•Has the publisher performed in the past

•Determine what partners should be included in the RFP, and send out RFP’s

Step Two Selection

Inputs •  Site audience

and analysis •  Creative unit

options and constraints

•  Historical performance

Deliverables

•  Partner list


SELECTION TOOLS

AudienceResearch

AudienceQualifiers


NEGOTIATION

•Upon RFP, determine if costs fit within range•Is the cost competitive within the marketplace / versus similar partners•Does the partner know your KPI’s and does the RFP speak to them; is the proposal cookie cutter

•Construct recommendation•Compile all relevant specs / work with Account & Creative teams•Ensure T’s & C’s are clear

Step Three Negotiation

Inputs •  Historical pricing •  Marketplace

overview and conditions

•  Objective & goal setting

Deliverables •  Recommended

plan •  Ad specs •  Buy projections /

guarantees


AD SERVING

•Make sure you have all assets in hand and creative rotations set•Generate tags•Traffic buy (by self or via Operative)

•Ensure confirmation from Operative and publisher that buy has been activated properly

Step Four Ad Serving

Inputs •  Creative assets •  Create tags •  Traffic

Deliverables •  Traffic and live

campaign confirmation


HOW AN AD GETS LIVE


AD SERVERS

Digital


TAGS & CONTAINERS: A HISTORY


AD SERVING ECOSYSTEM


EVALUTION

•Pull performance results from ad server or through 3rd party vendor (Visual IQ) •Match ad performance to client specific KPI’s and client provided goals

•Generate performance reports as needed (media team or in tandem with Strategy & Analytics)•Provide recommendations for campaign improvement

Inputs •  Ad server and/or

3rd party reporting

•  Client provided metrics

Deliverables •  Performance

reports •  Optimization

recommendation

Step Five Evaluation


OPTIMIZATION

•Even with Site Direct, it’s aways important to interrogate results and always look to improve

Repeat…

Step Six Optimization


IN SUMMARY

1.Determine how Site Direct can benefit your campaigns given its unique advantages; solid planning is crucial to successful Site Direct campaigns

2. When testing partners, go deep with few versus shallow with many

3.While not “Optimized Display,” Site Direct is a display channel that works best when optimized: planned, re-planed, re-allocated, and fine-tuned


THANK YOU!CONTACT: [email protected]


Digital Site Direct Media Buying

Technology

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