Top Secret Display

8/14/2019 Top Secret Display

1/8

We thought we'd add a glossary covering off some

of the buzz-words in Display these days

Dynamic rotationynamic rotation- ad delivery on a rotating,unprescribed basis

Roadblockingoadblocking- when advertisers buy up allrelevant keyword inventory within a site

Floating adsloating ads- an ad that "floats" over the topof the page

Inventorynventory- adspace for sale on a websiteRemnant inventoryemnant inventory- unsold inventory on awebsite. Sold at a cheaper rate than normal

Run of siteun of site- ad scheduling across a large site,usually a lower cost than more targetedbehavioural, geographic or keyword-led advertising

Leaderboardeaderboard- ad dimensions 728x90mmMPUPU- ad dimensions 300x250mmHalf banneralf banner- ad dimensions 234x60mmHockeystickockeystick- L-shaped ad running across the topof the page and down the right hand sideShare of voicehare of voice- exposure of an advertiserwithin a specific vertical over a period of time

Expandablesxpandables- ads that expand when hovered over

Glossary

13

An insiders dossier to

Display Advertising

File No.3 of bigigmouthouthmedias expos seriesedias expos series


2/8

BitingthebulletUse

amiddle-manWarningsInterrogatingtheagentRulesofengagementProtectingyourbrandDeliverablesandexpectationsAgentrelationshipsGlobalagents

Missiontips

AgentbigigmouthouthLeakedbyGlossary

1)

2)

3)

4)

5)

6)

7)

8)

9)

10)

11)12)

13)

THEMISSION

DisplayAdve

rtisingnow

accounts

DisplayAdvertisingnowac

counts

for16%ofa

dvertisings

pend

for16%ofadvertisingspe

nd

Comecloserand

listenwell.Bigigmouthouthmediaedia

isheretolift

thelidontheg

rowingDisplay

Advertisingland

scape,offering

insightsinto

usingintelligen

tDisplayAdvert

isingaspart

oftheentir

edigitalmarket

ingmix.

Developinganef

fective,transpa

rentcampaign

canbeamajoru

ndertaking.How

doyouselect

therightchannel(s),

theidealtrack

ingand

howdoyouinteg

ratethemwithinyourove

rall

digitalmarketin

gframework?

Bigigmouthouthmediaediahascompiled

thisdossierto

exposehowyouc

anmakelifeeasi

erforyourself

bychoosingthe

rightagencyfor

yourcampaign.

Butremember,if

anyoneasks,we

didn'ttalk.

We'venevereven

met.

CONTENTS


3/8

DisplayAdvertisingDisplayAdvertisingisacreativetrafficdriverandvehicletoconversionbut,withth

ewrong

approach,itcanbeamajordrainonresources

andtheeffectscansometimesgetlostinthe

planningandredtape.

Doneright,yourcampaignshouldlookatDisplay

asanintegralpartofyouroveralldistribution

strategy,allowingforawareness,traffic

acquisition&response.Youragencyneedsto

createsynergieswithotheronlinechannels,and

bridgethegapwithofflinemedia.

Displayismakingamajorcomebackwithspend

intheUKseeinga31%year-on-yearincrease

withbanners,skyscrapersandembeddedrich

media(includingvideo)growingby45%to

592million(sourceIAB)

Yes,usinganexpertagencywithafullportfolioofdi

gitalskillsin-houseallowsyouthebenefitof

theirwide-anglelensviewonthedigitalspaceandwhatactivitiesaremostlikelytomeetyourgoals.They'llallocatespendacrosschannelsformaximumreturn,plusthey'lldevelopafullrangeofactivitiesforwidespreadcoverage,andthey'llalsoprovidebespokeoverlaidreporting

todemonstratethefulluserjourneyandthepartthateachchannelplayedineachandeverysale.

USEa

BITING

1

2Thebullet-

Whyusedisplay?middle-man


4/8

WARNINGS

3

Blindinventorybuyi

ngneedsanexpert,

brand

protectiveapproach

toreducetherisko

fbrand

degradationifyour

adsappearonillega

lor

dubiouswebsites

Failingto

implementpost-impr

essiontracking

obscurespartofthe

bigpicture

Networksarealowr

iskopportunityfor

user

acquisition

,buttheyareonly

asgoodasthe

sitesfromwhichtheyhavebought

theinventory

Youneedtousethe

networksthatutilis

e

technologytohelpm

onetisethespace.F

or

example,aretheyab

letore-targetthe

right

people,orincludeo

rexcludespecificu

sers

frombeingservedyo

uradverts?

Makesureyourcampa

ignisKPIfocused

Multi-channelanalyt

icsiscritical.Disp

lay

Advertisingworksin

symbiosiswithyour

other

marketingactivities

Makesureyouunders

tandwhatactivities

contributedtoeach

sale

Don'tignorethetar

getednichesitesin

favour

ofthebig-hitters.

Remember,itsquali

tynot

quantitythatyoune

edforcampaignmaxi

misation


5/8

INTERROGATING

THEAGENT

4

Makesureyouragencyalsocoversoffthe

following:

Clevercampaignspread.Considersocialnetworkingandvideosites,aswellasspecificnicheverticalsDiscussthedesiredreach.Itmakesyouragent'sjobeasiertothrowyourcampaignatadozensites,butyourproductmightneedawiderreach

Dotheyknowtheindustryinside-out?Theyshouldbewellinformedaboutchangesand

convergenceandhowthiswillaffectyourcampaignongoingMakesurethey'relightontheirfeet.Ifyouranalyticsidentifiesanadthat'sworkingreallywell,itsreachneedstobewidenedimmediately

DoesyouragentunderstandtheinfluencethatDisplayAdvertisinghasonSearch?Dot

heyget

thejourneyanduserexperiencefromaproduct

recallperspective?

RULESOF

5

ENGAGEMENT1)

2)

3)

4)

5)

6)

7)

1)

2)

3)

4)

5)

CombiningDisplaywithSearchimprovesconversionaswellasbrandingandrecallpotentialofyoursite

Useofemb

eddedDisp

layformat

sis

increasing

100%year

onyear

Willtheygu

aranteeyou

radwon't

appearonanadult,

gamingorP2

Psite?

Cantheydev

elopyourDisplay

creativeto

oifyounee

dthemto?

Cantheyhan

dlemultiple

analytics

programmeso

raretheyt

iedtoone?

Dothe

yknowifit

willendup

on

auser-gener

atedsite?I

fso,can

theypredict

theimplica

tions?

Doesyourag

enthaveaprovent

rack

recordiny

ourvertical

?

Willtheyt

akethehass

leoutof

signingIO's

etcandlea

veyouto

getonwith

yourjob?

Dotheyhave

relationshi

pswiththe

suppliers?

Thiswillpa

yoffin

discountsa

ndadded-val

ueforyou


6/8

PROTECTING

6

Agoodagencywillensurethatyourenotinvolvedinablindcampaignwhereyoursiteappearsonillegalordefamatorysites,andthey'llcheckthatthenetworksareamemberofIASHThey'llbesureyou'reinformedandselectiveaboutinvolvementinuser-generatedwebsitesthatcouldputyourbrandatriskIfyourDisplaycampaignisn'talignedwith

yourAffiliates,SEOandPPC,you'regivingafragmentedmessage.Ideallyyouragencywillensuremessage-consistency,rightthroughtoyourTV,POS,emailcampaigns,DMandmerchandisingactivities

DELIVERABLES

7

ANDEXPECTATIONS

Biggmouthouthmediaediaareleadersinmulti-chan

nel

userjourneyanalysisof

feringbespoke

overlaidreportingforf

ulltransparency

DisplayAdvertisingshould:

IncreaserevenueIncreaserevenueBoostingtarge

tedandrelevanttraffic

Generatingsales,leadsora

ctions,includingleads

tobeclosedviaanotherdig

italmarketingchannel

EnhancebrandingEnhancebranding

Targetingreceptiveaudience

sandraisingvisibility

Offeringcohesiveresponsea

ndbrandingbenefits

Positivelyimpactyourother

marketingactivities

Positivelyimpactyourothermarketingactivities

Helpingtooptimi

selandingsitesformaximumr

eturn

Givingyouaclearvisionintotherightt

argeting

foryou

Demonstratingsuccessfulcr

eativedirectionfor

yoursiteandproducts

Seamlesslyintegratingacros

schannels

BeinnovativeBeinnovative Incorporating

WidgetsandGadgets

Continuallyanalysedandref

ined

Makinguseofrichmediach

annelsfor

maximumuserengageme

nt

YOURBRAND

Displayadsareanexcellentplatformfor

launchinganAffiliateprogramme


7/8

Sowhyuseanagencyratherthangoingdirecttothesuppliers?

Easy-You'llbenefitfromcost-effectiveness,spread,impartialityandexcellencewithinSEO,PPC,AffiliateMarketing,DisplayandUsability.Ohanddon'tforgetadvancedmulti-channelanalytics.

AgoodagencywillunderstandyourtacticalgoalsforimplementingDisplayAdvertisingwithinthecontextofyouroverallMarketingStrategy.

Ifyourbrandhasglobalreach,youshouldbealigningyourDisplayactivityacrossalltargetterritories.Thiscanbeaheadache,sochooseanagentwithagoodsolidspreadofgeographicfootprintsandafingeronthepulseineachregion.BuyinghabitsintheUKaresignificantlydifferentfromthoseintheUSA.

Youragencyshouldhave

afullgraspofyour

businessobjectivesand

otheractivities

Theyshouldoffersound

adviceontheright

pricingmodelforyourc

ampaign

Theyshouldhaveaprov

entrackrecord

Cantheywadethrought

henetworkscodeof

conducttosaveyouthe

chore?

Yournetworkchoicewil

ldependonyour

objectives.I

fyouareacquisition-dr

iven,you'll

chooseadifferentnetworktoabrando

wnerwith

brandingatthecoreof

theactivity

Getitinwritingthaty

ouradswon'tappearon

derogatorywebsites

RELATIONSHIPS

Affiliatesworkonsal

escommissionso

havenoincentivetoh

elpbuildyour

brand.Ifyou'reinteg

ratingAffiliate

MarketingandDisplay,con

siderproviding

Affiliateswithasales-focussedbanner

ratherthantheoneu

sedforbranding

BigigmouthouthmediaediaofferslocalisedDisplayAdvertisingfromallofourregionaloffices

AGENT

8

Globalagents

9

missiont

ips

10


8/8

AGENTBIGMOUTH

Bigigmouthouthmediaedia has been at the forefront ofDigital Marketing since the dawn of the

industry, pioneering results-focussed,

ethically integrated digital marketing and

winning numerous awards along the way.

Now with over 200 staff in 10 countries, we

work with more than 300 major brands

globally across 24 languages.

Want to know more about integrating Display

Advertising? Pick up the phone and speak to

one of our mouthy experts on 0845 130 0055845 130 0055or email tellmemore@[email protected]

11

Leakedby...

13

Here'swhybigigmouthouthmediaediaisan

agentpartnerwor

th

itssalt:We'rehot

onstrategicaudiencesegment

ation,

choosingplacements

synonymouswithth

atenvironment.

Wealsoknowwhich

creativedeployme

ntswill

generatethemost

interactions

Ourstrongrelatio

nshipswithmajor

suppliers

offerusfulladvan

tageofcompetitiv

eratesand

accesstodistribu

tionacrosspopula

rportals,

networks,socialm

edia&specialist

interestsites

Bigigmouthouthmediaediacanhandleabr

oadrangeofprici

ng

modelstobe

stfitcampaignobj

ectives,whether

thisisonthebasisofstandard

CPMbuysfor

volumeorperforma

ncedrivenmodelstomeet

specificCPCorCP

Atargets.Yousel

ectthebest

modelandweimple

mentforyou.Sort

ed

Ourin-housedesig

nteamcanhandle

yourcreative

buildstocomplyw

ithIABstandards

andtoadhere

toyourbrandguid

elinesandcampaig

nlook&feel.

Inadditiontolarge

formatsandrichm

ediacontent,

wecanalsoexecut

eplanscoveringa

dvertorial,

in-game,sponsorsh

ipandemailoppor

tunities

Everythingwedo

isbespoke.Once

wehavereceived

aclientbrief,weaddsome

bigigmouthouthyloveto

bettermeetthese

objectiveswithinthebudget

allocationandtim

eframeset

We'refullyglobal,

withDisplayAdver

tisingteams

operationalinthe

UK,Germany,Fran

ce,Italy,

ScandinaviaandUS

A.Eachoftheset

eamsknows

theirownmarketu

p-closeandperson

al

Leakedby...

12

Top Secret Display

Documents

Transcript of Top Secret Display