Online Ad Bp

Online Advertising Best Practices

December 2009

Agenda

• Effective Banner Ad Creative• A/B Testing• Measuring results • Advertising opportunities on Scholastic.com• Media Buying How-to’s• Search Engine Marketing• Who moved my audience?• Social Media Advertising and Policy• FY11 budgeting

Brand AwarenessMeasures the level of familiarity respondents have with the

brand (aided and unaided)

Message AssociationMeasures the extent to which respondents can match the

messages and/or concepts in the creative to the brand

Brand FavorabilityMeasures the extent to which respondents have a

positive or favorable opinion of the brand

How do you measure where consumers are in

the continuum?

First, consumers need to be aware of a brand

Then they need to understand the value to them, or what the product is used for

The consumer forms an opinion about the brand

Finally, the consumer decides whether he or she is likely to purchase the brand

1.

2.

3.

4. Purchase IntentMeasures the likelihood of

respondents to purchase the brand in the future

Hierarchy of Advertising Effects

Source: Dynamic Logic Best Practices 2009

Keep the messaging very simple

• One or two messages is enough

• Don’t make the message too complex


Keep the branding consistent


• First and last frames need to communicate with each other

• Keep branding consistent on all frames

Top 10 Creative Best Practices


1. Show brand prominently and keep message consistent on all frames of the ad. Each frame of ad should be able to stand on its own

2. Always include a call to action3. “Reveal” ads are almost always ineffective; this is seen across all industries as a key

component that differentiates best and worst campaign performers

4. Keep the messaging very simple

5. Don’t make people work for the message

6. Be careful not to annoy the site visitor if the goal of your ads is persuasiveness

7. Both top and bottom performing campaigns included a product shot and human form in the ad

8. Integrate online creative concepts with offline9. Coupons/free trial offers did not differentiate performance on awareness/persuasion10. End dates work

Effective Banner Ad Units

Transitional Ads

Channel Transitional Ad Unit Click RateTeacher

TSO 18.17%System44 4.79%Class Books 10.71%Average 11.22%

Teacher Channel

Dell 0.91%


Transitional AdsParents Channel

Discover Card 8.25%

Parents Transitional Ad Unit Click RateSSO 34.61%Stacks 34.95%Summer Reading Challenge 21.45%Media - Clifford 14.52%Media - I Spy 10.14%Average 23.13%


Transitional Ads

Administrator Channel

Administrator Transitional Ad Unit Click RateARRA 13.26%Average 13.26%

Dell 4.24%

Static ads

Overall Click-Thru Rate: 0.11%

Measuring resultsBenchmark Data:

Flash ads

Overall Click-Thru Rate: 0.10%

Measuring resultsBenchmark Data:

Rich Media ads

Overall Click-Thru Rate: 0.09%New metrics: • Interaction Rate and Expansion Rate• Average Display Time, Interaction Time, and Expanding Time• Video Complete Rate

Measuring results Benchmark Data:

Measuring results

CTR by Industry Vertical for Static Ads

Benchmark Data:

Measuring results

CTR by Industry Vertical for Rich Media Ads

Benchmark Data:

Top Performers on Scholastic.com

EducatorWide Skyscraper 160x600: 0.29% CTR

ParentWide Skyscraper 160x600: 0.60% CTR

Teens/StacksMedium Rectangle 30x250: 0.79% CTR

Measuring results

Scholastic.com Average CTR by Ad Size Internal and External advertisers

Wide Skyscraper (160x600): 0.58% Medium Rectangle (300x250): 0.27%Leaderboard (728x90): 0.21%Large Button (200x90): 0.08%Button (120x90): 0.07%Medium Button (180x150): 0.06%

Measuring results

Sample Skyscraper Ad

Ad Unit Internal Ads External AdsWide Skyscraper 160x600 0.44% 0.67%

Medium Rectangle 300x250 0.39% 0.26%

Leaderboard 728x90 0.30% 0.19%

Large Button 200x90 0.07% 0.12%

Button 120x90 0.10% 0.06%

Medium Button 180x150 NA 0.06%

Average CTR 0.26% 0.23%

Standard vs. Rich Media on Scholastic.com(N.B.- Most house ads are standard)

Measuring results

Goosebumps campaign:Static ad: 0.42% CTRFlash ad: 0.57% CTR

Creative SizeFlash Standard

Transitional 640x480 4.66 15.02Wide Skyscraper 160x600 0.69 0.74Medium Rectangle 300x250 0.32 0.36Medium Button 180x150 0.14 0.24Leaderboard 728x90 0.18 0.22Large Button 200x90 0.05 0.11Small Button 120x90 0.03 0.09

AvgOfClick Rate

Measuring results

Video CTR on Scholastic.comExternal Campaigns:Frosted Mini Wheats: 13.07% CTR (Parents)

Internal Campaigns:Summer Reading Challenge:3.05% (Stacks)2.2% (Parents)1.79% (Teacher)

Printables1.5% (Teacher)

Peel-Back CTR on Scholastic.com Discover Card: 0.21%

What to test:- Message (call to action, offer end date)- Design- Audience- Ad format- Frequency

Testing

Teacher Store Online July ‘09 campaign

Channel Ad UnitBig Book Teacher's Friend Guided Reading

Administrator120 0.02% 0.05% ---160 0.72% 1.86% 1.19%300 0.64% 0.30% 0.44%728 0.06% 0.39% 0.28%Average 0.36% 0.65% 0.48%

Teacher120 0.16% 0.29% 0.08%160 0.61% 0.78% 0.39%300 0.40% 0.50% 0.27%728 0.22% 0.30% 0.15%Average 0.35% 0.47% 0.22%

Click Rates

Key learnings:1. Keep ads relevant to your audience2. Low price promise performs best compared to discounts: “Starting at only $1.99”3. Skyscrapers perform best

TSO campaign results

Testing

Key learnings:1. Tests work especially with large ad units (120x90 ad unit got a consistent 0.5% CTR)2. Engaging ads perform better

Playmobil campaign results

Testing

0.30% CTR

0.17% CTR

Less effective testing:- Slight design changes, identical message- The Loft campaign saw no improvement in performance (0.15% CTR across all ads)

Old 728x90

New 300x250

Old 300x250

New 728x90

Testing

Measuring results

Choose the right metrics for you business.

Not all metrics are equally relevant to all marketers; marketers should emphasize the metrics that address their goals.

Examples of industry key performance indicators (KPIs):

1. Impressions/Page Views

2. Clicks

3. Revenue

4. Subscriptions

5. Time spent on the site

Measuring results

Track results (delivery metrics, conversion metrics, awareness, engagement, perception)Sample Dart Report

Monthly Report - Summary by Creative

Advertiser Teacher Store - InternalContact Name Kai GonsorowskiTelephoneNetwork TrafficMac - USDescription TSO_May09 - InternalOrder Run Dates 05/01/2009 - 05/31/2009

Date Creative Impressions Clicks Click RatesMay-09 TSO_May09_AdmLib_120_Standard 32,639 23 0.07%May-09 TSO_May09_AdmLib_160_Standard 28,403 176 0.62%May-09 TSO_May09_AdmLib_300_Standard 17,320 89 0.51%May-09 TSO_May09_AdmLib_728_Standard 10,238 22 0.21%May-09 TSO_May09_Teacher_120_Standard 980,963 1,920 0.20%May-09 TSO_May09_Teacher_160_Standard 65,485 209 0.32%May-09 TSO_May09_Teacher_300_Standard 54,654 131 0.24%

Total 1,189,702 2,570 0.22%

Advertising Opportunities on Scholastic.com

Ad Products• Banner + interstitial ads• Video ads• Newsletter ads• Custom opportunities• Sponsorships

AD UNIT SIZETEACHER CHANNEL

ADMINISTRATOR & LIBRARIAN CHANNEL

Parents Channel/Family Playground

STACKS CHANNEL/ KIDS 7-13

LEADERBOARD 728 x 90 ● ● ● ●WIDE SKYSCRAPER 160 x 600 ● ● ● ●MEDIUM RECTANGLE 300 x 250 ● ● ● ●

LARGE BUTTON 200 x 90 ●MEDIUM BUTTON 180 x 150 ●SMALL BUTTON 120 x 90 ● ● ● ●

PEEL-BACK NA ● ● ●WALLPAPER NA ● ●

Campaign Booking Process and Lead Time

Educator/Advertising Opportunities on Scholastic.com

120x90

160x600300x250

728x90

728x90

120x240 160x600

Parents/Advertising Opportunities on Scholastic.com

728x90

728x90

728x90120x90

160x600180x150

300x250

300x250

300x250728x90

Stacks/Advertising Opportunities on Scholastic.com

120x90

160x600

300x250

728x90 200x90728x90

Advertising Opportunities in Newsletters

728x90

120x240

120x240

234x60

Sample Teacher Newsletter Sample Administrator Newsletter

728x90

Sample Parents Newsletter

120x240

120x240

234x60

88x31

Media Buying How-to’s

• Which site audience is best for your product/service? • What to look for in a media kit? • Targeted ad buys• CPM and CTR Benchmarks

Media Buys / SCHOLASTIC MEDIA

CASE STUDY/ VIDEO GAME RELEASES

Goosebumps Horrorland Video Game:

• Executed campaigns on Nick.com, CartoonNetwork.com and SIKids.com targeting kids 8-12 during Halloween and Holiday periods 2008.

• Media included standard ROS Flash banners as well as Halloween Supersite Sponsorship and Games Roadblock on Nick.com, Pre-Roll Video and Games Roadblocks on CartoonNetwork.com and SIKIDS, and Scariest Athlete Photo Gallery Sponsorship on SIKIDS.

• Delivered over 22MM impressions

• Online ad campaign generated 58% of the visits to the Goosebumps game microsite (www.goosebumpsvideogame.com) developed by Scholastic Media

Cartoon Network 300 x 250

SI KIDS Pre-Roll Video

Nick.com Halloween Supersite

Key Learnings: • Roadblock campaigns, which provide 100% share of voice, are very effective. 18% of clicks to site were generated from roadblock campaigns on the sites.

• Pre-Roll video also extremely effective over standard units in generating clicks (3.19% CTR)

• Skyscraper units (160 x 600) across all three site campaigns had much higher CTR rates than the leaderboards (728x90) or showcase units (300 x 250)

• The SI KIDS Photo Gallery Sponsorship comprised 47% of the impressions from the SIKIDS campaign and it had a much higher CTR rate than banners on SIKIDS.

• Cartoon Network is an excellent site for reaching the tween gaming audience – 50% of all clicks to the Goosebumps game microsite were generated from the Cartoon Network campaign.

Media Buys / SCHOLASTIC MEDIA

Media Buys/ SCHOLASTIC MEDIA

Ultimate I SPY Video Game:

• Executed online campaign on FunBrain.com and

NationalGeographicKids.com targeting kids 7+ during

key holiday period starting 11/15/08 through 12/31/08

• Media included standard ROS Flash banners as well as

custom units on FunBrain.com and Pre-Roll video on

National GeographicKids.com

• Delivered 9.1MM impressions

• During the campaign flight, the online ads drove over 90% of total visits to Ultimate I SPY microsite (www.ispyvideogames.com) developed by Scholastic Media

Key Learnings:

• Custom units are more effective in generating clicks than standard banners. The custom units on Funbrain.com (Kids Center Ownership and Game Over Placement) generated extremely high CTRs of 4-5%

• Pre-Roll Video also extremely effective over standard banners in generating clicks (2.87% CTR)

• I SPY particularly resonated with the FunBrain.com audience

FunBrain.com Kids Center Ownership Custom Unit

Search Engine Marketing

Why Search matters

Paid vs. Organic Search: Strategic Differences

Paid Search: Organic Search:

• Pay based on number of clicks by users (PPC)• Bid on search terms (keywords)• Gain visibility in “sponsorship areas” of search engines and as contextual ads

• Optimize site architecture and linking• Content focused on keywords• Increase the quality and quantity of inbound links

Highly productive results require ongoing, hands-on management

Paid Search

A highly effective channel for direct sales, lead generation and branding

– Ads are bought on a pay-per-click (PPC) basis

– Google and Yahoo use auction based click and bid data to rank ads

– PPC ads can run on search engine results pages and contextual networks on participating websites

Search Engine Optimization (Organic Search)

Search Engine Optimization (SEO):

The process of increasing your site’s visibility within natural (or organic) search engine results

SEO involves:

Optimizing site content for search engine spiders

Improving page rankings

Increasing conversions

Who moved my audience?

The Rise of Social Media

• Impact of emerging communication channels and media segmentationE.g. Obama presidential election employing online marketing strategies

• Integrated approach to the marketing strategy: cross-channel communications using one voice and profile

• Marketing today: a two-way conversation

• Customer-centric marketing: profile targeting

US 2009 presidential electionsObama’s Multi-channel marketing

Website

Flickr

RSS

Mobile

Social Media Widgets

YouTube

Email

Social Media

• Scholastic Social Media1. Corporate policy and rules of engagement 2. Social media presence (pages, events, applications)3. How to get started in Social Media at Scholastic:

http://intranet.scholastic.com/scholasticspace

• Advertising on Facebook

•Take advantage of the engaging, viral and social environment

• Create targeted audience campaigns

• Access the fan base and allow fans to interact with your ad

• Create a relationship with the user before she sees the ad

• Flexible ad testing

• Friendly ad design interface

• Flexible bidding process

• Real time reporting and optimization

Why Advertise on Facebook?

New: Advertising on Facebook Group Initiative

Coming Soon: Facebook Advertising Corporate Account

Facebook Ad Products

Sample Campaigns: 39 Clues and iPhone Apps

Advertising on Facebook

Facebook Ad ProductsHomepage Ads

Location: Facebook home page

1. Video Comment Engagement Ad

2. Event Engagement Ad 3. Fan Engagement Ad

Advantages:- the ads are above-the-fold and allow your brand to share and connect with users on the home page- event RSVPs, ad “Likes” and comments or any other ad interaction can generate social stories in Highlights and/or the Stream, thus increasing the popularity of your brand, event or page

Facebook Ad Products

Homepage Ads

4. Gift Engagement Ad 5. Poll Engagement Ad 6. Sampling Engagement Ad

7. Standard Ad

Facebook Ad ProductsRest of Site Ads

Location: on pages across Facebook except the home page

Advantages:- allow users to engage with your ads without leaving the page they are viewing- allow users to connect to your Page or Event from the ad itself- Generate free distribution (viral effect) by automatically posting a story on the user’s profile page and on their friends’ homepage

Page Ad Event AdStandard Ad

Facebook Campaign Booking Process

• How to budget for Facebook campaigns

• Lead Time

• Targeting, Audience

• CPC or CPM?

• Define Success Metrics and Track Performance: Impressions

Clicks Avg CPC Avg CPM Daily spend Revenue (from Omniture)

Sample Facebook Campaigns

Scholastic Trade: 39 Clues


Scholastic Media: iPhone AppsCASE STUDY/ iTUNES APPS LAUNCH

• CPM based campaign in support of Scholastic Media’s iPhone App Launch• Ran initial campaign for 2 weeks in September 2009 with 2 different sets of creative, splitting impressions (80/20):

• Apps from Scholastic (80%): Marketed suite of family-friendly apps to moms age 25+ in the US with keywords Scholastic, iPhone, Games, Apps and our brands.

• Goosebumps (20%): Marketed Goosebumps App specifically targeting nostalgic Goosebumps fans on FB—male/female aged 13-29 in the US

• Initial campaign so successful that we ran a second campaign in October• Generated a total of 50MM impressions• Drove 75% of visits to the Scholastic Media Apps Microsite• Bolstered our Apps into the Top 100 Kids Games (Clifford & I SPY were in Top 50)

Key Learnings:• Facebook is extremely efficient in targeting specific audiences• CPM based campaigns are good for generating exposure with your

audience with frequency while still generating click-through results• Targeting Moms on Facebook was highly effective and resulted in

spikes in app sales during course of campaign• Campaigns were easy to optimize at any given time.• Weekends are high-peak for the Facebook audience as users have

more time to spend on the site.


Scholastic Media: iPhone Apps

FY11 Ad Budgeting

Online Ad Planning

- Complete FY11 Ad Request Form(include as much detail as possible) - Secure budget approval- Decide on ad types- Plan your offers- Draft creative brief- Begin design phase- Deliver creative/insertion order

Need Help designing an ad?Call us and we can connect you with some designers who are versed in standard banners, rich media banners, peelbacks, video ads, etc(Good Atom, 70 Main, Fly, Maggie Goss,Lesley Marker)

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