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Spring 2014

Digital Media. Spring 2014. Display & Testing. 1 Display is tied to content 2 Connection to off-line media planning and buying 3 Digital Media & Creative Process 4 Testing. Display & Testing. 1 Display is tied to content Original content (news, for example) attracts an audience

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Spring 2014

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  1. Digital Media Spring 2014

  2. Display & Testing 1 Display is tied to content 2 Connection to off-line media planning and buying 3 Digital Media & Creative Process 4 Testing

  3. Display & Testing 1 Display is tied to content Original content (news, for example) attracts an audience Advertisers want audience’s attention Display ads capture attention & motivate digital behaviors (click)

  4. Display & Testing 1 Display is tied to content Journalism --- an original content industry transformed by technology UT-Austin hosts a world-class, online journalism symposium every year Intimate event - able to introduce yourself to global thinkers over lunch Shared digital DNA with TexasMedia - content & audiences Incredible, stealth opportunity for digital media planners https://online.journalism.utexas.edu/

  5. Display & Testing 2 Connection to off-line media planning and buying Structured, mature channels: magazine, newspapers & OOH H x W: from fractional ads to full page Placement: on a page / OOH / other surface Rates: negotiable (no one pays rate card) Value Add: negotiate added value for client Timing: editorial/production calendar Creative: freedom within publishers’ limits Measurement: survey or direct response

  6. Display & Testing • 2 Connection to off-line media planning and buying • Media Plan/Buy Process • Client – objectives, budget, timing, integration • Research – audience, competition, rates • Syndicated: @Plan, Comscore, AdRelevance, MRIProprietary Research: Primary, Publishers, Trade Assoc.Public: Pew Internet, Newsletters, trade news • Plan – Message, Tactics & MetricsRFP - Invite Properties to Pitch • Build a Plan - Initial buy cycle (initial investment & duration) • Placement - tag ads & traffic to central ad server • Measure & Modify - based on audience behavior(s)

  7. Display & Testing 2 Connection to off-line media planning and buying Digital display is anything with H x W x D x I (+/-) Digital display involves a full spectrum of digital behaviors You are held accountable for digital behaviors (outcomes / conversions)

  8. Display & Testing 2 Connection to off-line media planning and buying Digital display is anything with H x W x D x I (+/-) Digital display involves a full spectrum of digital behaviors You are held accountable for digital behaviors (outcomes / conversions) Creative process affects digital behaviors So, Digital Media must contribute to the creative process

  9. Display & Testing 3 Digital Media & Creative Process Contribute in two new places: upstream & downstream Upstream - start deep within the client’s business goals Identify the critical few outcomes affecting the client’s business success Downstream - end with audience behaviors Measure conversions along a progression of behaviors Behaviors have different values to your client

  10. Display & Testing 3 Digital Media & Creative Process Progression of behaviors

  11. Display & Testing 3 Digital Media & Creative Process At the same time... Maintain brand integrity Include appropriate call-to-action

  12. Display & Testing 4 Testing Reduces creative risk Concept testing - words, headlines, visual directions Refinement testing - layout variations: visual + text combinations Archive “Losers” - never discard anything Revive & Test “Losers” - audience preferences change, may yet perform well

  13. Display & Testing 4 Testing Display ads exhibit a “decay rate” (a decline in effectiveness over time) Ad #1

  14. Display & Testing 4 Testing Display ads exhibit a “decay rate” (a decline in effectiveness over time) Introduce new ad when KPI performance drops below a threshold Ad #1 Ad #2

  15. Display & Testing 4 Testing Display ads exhibit a “decay rate” (a decline in effectiveness over time) Introduce new ad when KPI performance drops below a threshold Analyze the slope of each curve and the gap between changes Ad #1 Ad #2 Ad #3

  16. Display & Testing 4 Testing Old, off-line, direct response advertising example is a good predictor a. Advertiser places direct response ads in magazine b. Magazine readers respond to ads c. Response tapers off d. Advertiser renegotiates rates down with publisher to keep on buy schedule e. Cycle repeats, at lower and lower rates in a downward spiral f. Publisher performs until dropped by advertiser g. Advertiser places direct response ads in a competing magazine

  17. Display & Testing 4 Testing So what? Downward pressure on publisher’s rates Online audiences unwilling to pay for content & expect “free” (ad supported) But there is conflict between unit cost and ad volume - CPM must go upAd volume on the page must go upNew ad inventory must enter market (ad exhanges, ad networks, etc.) Look to the disruption within the newpaper business for lessons Understand the HxW limitations of mobile

  18. Display & Testing “Classified revenues continue to fall, but the rate of decline is slowing. More than three-quarters of print classified revenue has been lost since 2000.” “Newspaper advertising revenues continued their long slide in 2012, with print revenues dipping yet again. Online grew by 3.7% in 2012 and is now about 15% of the total.” (...but can’t overcome the 50% drop since 2003)

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