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Get It Out Get It Out ThereThere

Nasser AsifSee3 CommunicationsE. nasser@see3.comP. 773-784-7333 x311

Online Advertising for Any Online Advertising for Any Sized NonprofitSized Nonprofit

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About MeAbout Me

• Director of Marketing Director of Marketing & Media at See3& Media at See3

• Former media planner & Former media planner & buyer at Starcom buyer at Starcom WorldwideWorldwide

• Past clients include Past clients include P&G, U.S. Cellular, P&G, U.S. Cellular, AT&T and BMWAT&T and BMW

• Sharing big agency Sharing big agency insights with not-so-insights with not-so-big nonprofits big nonprofits

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See3 CommunicationsSee3 Communications

• Full service online Full service online marketing agency for marketing agency for nonprofits & causesnonprofits & causes

• New media to New media to activate people and activate people and advance social advance social causescauses

• Not an ad agency – Not an ad agency – we use paid media we use paid media for our clients’ for our clients’ campaigns only when campaigns only when it makes senseit makes sense

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See3 Core ServicesSee3 Core Services

videovideo

online engagementonline engagement

web design + developmentweb design + development

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Chicago TeamChicago Team

D.C. TeamD.C. Team

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Today’s SessionToday’s Session

• Online advertising – the essentialsOnline advertising – the essentials– Display mediaDisplay media– Video mediaVideo media– Behavioral targeting/retargetingBehavioral targeting/retargeting

• What is it really good for (and/or not What is it really good for (and/or not good for)good for)

• Key terms & useful jargonKey terms & useful jargon• The processThe process• When to go DIY and when to hire a proWhen to go DIY and when to hire a pro• Effectively work with media vendorsEffectively work with media vendors

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Have You Used Paid Have You Used Paid Online Advertising for Online Advertising for

Your Org?Your Org?

??

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For Your Consideration: For Your Consideration:

A Not-Very-Funny MemeA Not-Very-Funny Meme

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Ad Vehicles Ad Vehicles

• Display Display • Online VideoOnline Video• Retargeting & Behavioral Retargeting & Behavioral TargetingTargeting

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What NOT to Expect What NOT to Expect

• High proportional engagement rates - High proportional engagement rates - the average click through rate for the average click through rate for display ads is display ads is less than 1%less than 1%– If 1% of 10,000 banner viewers ads click, then If 1% of 10,000 banner viewers ads click, then only 100 people visit your siteonly 100 people visit your site

– Consider your cost per conversion Consider your cost per conversion

• 100% reach against your target 100% reach against your target audienceaudience– Unless you’ve got enormous budgets, you won’t Unless you’ve got enormous budgets, you won’t reach 100% of your audiencereach 100% of your audience

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What Can You Expect from What Can You Expect from Paid Media?Paid Media?

• Brand lift – more awareness of your Brand lift – more awareness of your org, your issue and your campaignorg, your issue and your campaign

• Sophisticated, efficient targeting to Sophisticated, efficient targeting to specific consumer groupsspecific consumer groups

• Dialogue with consumers – your ads Dialogue with consumers – your ads tell your storytell your story

• Turn-key action at the top of the Turn-key action at the top of the funnelfunnel

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Marketing Funnel Marketing Funnel

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The Post-Click ExperienceThe Post-Click Experience

• Think of your ads as part of your Think of your ads as part of your storytelling – they grab attention, storytelling – they grab attention, but they don’t tell the whole storybut they don’t tell the whole story

• Think about the kind of experience Think about the kind of experience your visitors need to have to make your visitors need to have to make them actthem act

• Don’t just drop them on a donation Don’t just drop them on a donation form! form!

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The Deployment ProcessThe Deployment Process

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CreativeCreative

• Your ads should be purpose-builtYour ads should be purpose-built• Don’t just repurpose offline creative Don’t just repurpose offline creative – if it feels like a square peg, don’t – if it feels like a square peg, don’t do itdo it

• The medium is the message – don’t The medium is the message – don’t create until you know the types of create until you know the types of destinations where your ads will destinations where your ads will appearappear

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IAB GuidelinesIAB Guidelines

• Interactive Advertising Interactive Advertising BureauBureau

• Clearinghouse for online Clearinghouse for online display and video best display and video best practicespractices

• Covers everything from Covers everything from creative specs to file sizes creative specs to file sizes to load times for flash adsto load times for flash ads

• The bible of online The bible of online advertising in the U.S. and advertising in the U.S. and beyondbeyond

• 99% of publishers you’ll use 99% of publishers you’ll use are IAB compliantare IAB compliant

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Key Terms Key Terms

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DisplayDisplay• ““Banner Ads”Banner Ads”• Standardized sizes and Standardized sizes and specsspecs

• Centrally served to Centrally served to publisherspublishers

• Static or RichStatic or Rich

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DISPLAY ADSDISPLAY ADS

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PublisherPublisher• An individual website or An individual website or small collection of websitessmall collection of websites

• The content creator – The content creator – you’re you’re buying their audience’s buying their audience’s attentionattention

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Ad NetworkAd Network

• Connects Connects advertisers with advertisers with publisher sitespublisher sites

• Aggregates ad Aggregates ad space supply space supply

• Use centralized Use centralized ad serving tools ad serving tools

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ImpressionsImpressions• Impressions measure how Impressions measure how many times a webpage or many times a webpage or element on a webpage is element on a webpage is viewedviewed

• Unduplicated impressions = Unduplicated impressions = unique visits to a pageunique visits to a page

• Most common standard unit Most common standard unit of measurementof measurement– CPM = Cost per 1,000 CPM = Cost per 1,000 Impressions Impressions

X 1,000 IMPRESSIONSX 1,000 IMPRESSIONS

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ReachReach

• ReachReach is the number or percent is the number or percent of persons in your target group of persons in your target group exposed at least once to exposed at least once to advertising over a specific advertising over a specific period of time.period of time.

• Reach excludes duplication. Reach excludes duplication.

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FrequencyFrequency• FrequencyFrequency is the number of is the number of times that the average viewer times that the average viewer is exposed to the schedule is exposed to the schedule among those persons reached in among those persons reached in the specific period of time. the specific period of time.

• In English: the number of times In English: the number of times each user gets the opportunity each user gets the opportunity to see your adto see your ad

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Share of Voice Share of Voice (SOV)(SOV)

• A brand's percent of the A brand's percent of the total advertising weight in total advertising weight in its product category.its product category.

• Also, the percent of the Also, the percent of the total available advertising total available advertising inventory within a particular inventory within a particular web experience web experience

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FlightFlight

• An uninterrupted An uninterrupted period of time when period of time when your ads are your ads are continually runningcontinually running

• One campaign can One campaign can include many flightsinclude many flights

• Periods between Periods between flights – when no flights – when no ads are running – ads are running – are “dark”are “dark”

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Run of Site (ROS)Run of Site (ROS)

• A media buy arrangement A media buy arrangement where an advertiser pays a where an advertiser pays a flat rate for their ads to flat rate for their ads to run anywhere on that site run anywhere on that site

• Not guaranteed any premium Not guaranteed any premium placement, above the fold placement, above the fold space or editorial adjacencyspace or editorial adjacency

• Generally a cost-effective Generally a cost-effective way to achieve a high share way to achieve a high share of voice on a single siteof voice on a single site

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Insertion Order (IO)Insertion Order (IO)

• A contract for ad space A contract for ad space placed by the advertiser placed by the advertiser and fulfilled by the and fulfilled by the publisherpublisher

• Most often used when Most often used when buying single sites or in buying single sites or in pre-paying on ad networkspre-paying on ad networks

• Generally should clearly Generally should clearly define the agreed metrics define the agreed metrics and delivery and delivery

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MakegoodMakegood

• Inventory given to an advertiser by a Inventory given to an advertiser by a publisher to make up for under-publisher to make up for under-deliverydelivery

• The publisher does not meet the The publisher does not meet the delivery level agreed upon in the delivery level agreed upon in the insertion order, so they run more ads insertion order, so they run more ads to “make it good” and fulfill the to “make it good” and fulfill the agreementagreement

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Cost Per…Cost Per…

• Cost per thousand impressions = Cost per thousand impressions = CPMCPM

• Cost per click = CPC Cost per click = CPC • Cost per action = CPACost per action = CPA• Cost per view (video) = CPVCost per view (video) = CPV

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RetargetingRetargeting

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RetargetingRetargeting

YOUR SITEYOUR SITE

VISITORVISITOR YOUR AD ON YOUR AD ON ANOTHER SITEANOTHER SITE

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RetargetingRetargeting

• Part of Part of behavioral targeting – behavioral targeting – the the fastest growing segment of online fastest growing segment of online advertisingadvertising

• Lets you serve ads only to those who Lets you serve ads only to those who have visited your site – speaking only have visited your site – speaking only to those who are brand aware alreadyto those who are brand aware already

• Lets you remarket your offer to those Lets you remarket your offer to those who clicked away – combating the leaky who clicked away – combating the leaky bucketbucket

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• Put a short line of code on target Put a short line of code on target pages on your site that places a pages on your site that places a trackable cookie or pixel on your trackable cookie or pixel on your visitor’s browservisitor’s browser

• Retargeting vendor uses high-reach ad Retargeting vendor uses high-reach ad networks to serve ads only to those in networks to serve ads only to those in your cookie/pixel poolyour cookie/pixel pool

• Bring them back to you Bring them back to you

Retargeting: How It WorksRetargeting: How It Works

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• Efficient targeting based on actual Efficient targeting based on actual behaviorbehavior

• Effective – click through is far Effective – click through is far higher on averagehigher on average

• Allows you to customize your creative Allows you to customize your creative to the context of the user’s original to the context of the user’s original visit visit

• Overall ROI is better, even though Overall ROI is better, even though retargeted clicks are more expensiveretargeted clicks are more expensive

Why It’s AwesomeWhy It’s Awesome

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But, beware!But, beware!

• If retargeting ad campaigns are done If retargeting ad campaigns are done sloppily, they will give your targets sloppily, they will give your targets the impression that you are stalking the impression that you are stalking them online and maybe turn them off them online and maybe turn them off foreverforever

Don’t be like this guy

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Retargeting Don’tsRetargeting Don’ts

• Don’t over target – set a frequency Don’t over target – set a frequency cap cap

• Beware the dreaded view-throughBeware the dreaded view-through– Never pay for view through Never pay for view through conversions, it’s bogus and vendors conversions, it’s bogus and vendors will stalk your targets shamelesslywill stalk your targets shamelessly

• Don’t serve a “general” ad to those Don’t serve a “general” ad to those who you know already visited specific who you know already visited specific pages – don’t waste the opportunity to pages – don’t waste the opportunity to tell them something new!tell them something new!

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Retargeting Do’sRetargeting Do’s

• Set your frequency (no stalkers!)Set your frequency (no stalkers!)• Segment your pixeled pages and Segment your pixeled pages and customize ad creative accordinglycustomize ad creative accordingly

• Give them a deeper experience back on Give them a deeper experience back on your site – tell them something new your site – tell them something new and give them new options to support and give them new options to support your missionyour mission

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How Can We Use This?How Can We Use This?

• Custom ads served only to those who Custom ads served only to those who saw a specific initiative saw a specific initiative – ““Sonia is still malnourished and you Sonia is still malnourished and you can help today”can help today”

– ““We’re 95% to our fundraising goal for We’re 95% to our fundraising goal for project X”project X”

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How Can We Use This?How Can We Use This?

• Remarket to missed conversionsRemarket to missed conversions– Target special creative only to those Target special creative only to those who didn’t convert or opt-inwho didn’t convert or opt-in

– Ultra custom ads that correspond to Ultra custom ads that correspond to your giving catalogue your giving catalogue

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How Can We Use ThisHow Can We Use This

• Give converted users something new to Give converted users something new to dodo– ““You supported project X, now help us You supported project X, now help us double down on our success with double down on our success with project Y”project Y”

– “ “You signed our petition, now like us You signed our petition, now like us on Facebook”on Facebook”

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Retargeting VendorsRetargeting Vendors

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Video AdsVideo Ads

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Online VideoOnline Video

• Video is premium content online – your Video is premium content online – your org needs to be positioned around itorg needs to be positioned around it

• Increasingly within reach of Increasingly within reach of nonprofitsnonprofits

• Quality self-service tools are Quality self-service tools are emergingemerging

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Video by the NumbersVideo by the Numbers

• 181 million U.S. Internet users 181 million U.S. Internet users watched nearly 40 billion videos of watched nearly 40 billion videos of online video content in January.online video content in January.

• 20% higher ad interaction rates for 20% higher ad interaction rates for video ads compared to non-video rich video ads compared to non-video rich media ads (DoubleClick)media ads (DoubleClick)

• Average total click-through rate is Average total click-through rate is above 1%above 1%

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Video BasicsVideo Basics

• Pre-roll, mid-roll and post-rollPre-roll, mid-roll and post-roll• Most commonly served across ad Most commonly served across ad networks but single publishers are networks but single publishers are availableavailable

• Interstitials or roadblocks inside of Interstitials or roadblocks inside of content are available, but priceycontent are available, but pricey

• CPM and CPV are most common pricing CPM and CPV are most common pricing schemesschemes

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Online Video Ad TypesOnline Video Ad Types

• Pre-roll plays before contentPre-roll plays before content• ““Polite pre-roll” allows users to Polite pre-roll” allows users to choose the ad content they receivechoose the ad content they receive

• In-unit video plays inside a display In-unit video plays inside a display adad

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Video Pre-RollVideo Pre-Roll

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Polite Pre-RollPolite Pre-Roll

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In-Unit VideoIn-Unit Video

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Video Do’sVideo Do’s

• Create video that is logical for the Create video that is logical for the webweb– Create needs to grab the viewer within Create needs to grab the viewer within the first few secondsthe first few seconds

– Calls to action that make sense in an Calls to action that make sense in an online videoonline video

– Show your branding, logo etc. Show your branding, logo etc.

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Video Ad VendorsVideo Ad Vendors

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YouTube TrueViewYouTube TrueView

• New video platform that integrates New video platform that integrates YouTube advertising with Google YouTube advertising with Google AdWordsAdWords

• Currently in beta Currently in beta • Incredible opportunity for NPOs to Incredible opportunity for NPOs to leverage the scale of Google/YouTube leverage the scale of Google/YouTube

• Great niche targetingGreat niche targeting• Scalable costs Scalable costs • Pay as you goPay as you go

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Key MetricsKey Metrics

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Get StartedGet Started

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DIY vs. Agency HelpDIY vs. Agency Help

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Working with VendorsWorking with Vendors

• Set realistic goals for success and define Set realistic goals for success and define them clearly at the startthem clearly at the start

• Give them clear target profilesGive them clear target profiles– DemographicsDemographics– What are they like offline?What are they like offline?– Brand comparisonsBrand comparisons

• Give them example publishers to work fromGive them example publishers to work from• Keep them in the loop on creative Keep them in the loop on creative developmentdevelopment

• Keep them honest – pull reports early & Keep them honest – pull reports early & oftenoften