Digital Ad Buying

1. Digital Media Planning Digital World Expo Bruce Carlisle September 28, 2012

2. Bruce Carlisle Pre-historic: Madison Ave. and PR Hack Founder: SF Interactive, 1996 -2004 Consultant: 4As, Agencies, Digital Axle Current Founder: Conference Hound http://conferencehound.com bruce@conferencehound.com Twitter: @rbcarlisle Twitter: @conferencehound

3. Making Media Choices: • TV: • Broad scale, Sight, Sound & Motion, Passive, Older • Radio: • Demographic segmentation, on the move • Print: • demographic / interest segmentation • Online/Mobile: • Highly targeted, action engagement oriented, measurable, at work far less impactful, Interruptive

4. Making Media Choices • Broadcast: • High CPMs • Print: • High CPMs • Digital: • Unlimited inventory, • highly variable quality range • Context • Retargeting • Device distributiom

5. Building blocks of a plan • Desired action or objective • Targeting • Media Selection • Web • Mobile • App • Date range • Budget • Flexibility • Creative message

6. Targeting & measurement • Digital offers multiple targeting methods: • Geography • Demographic • Psychographic • Behavior • Social Network & Registrations A Wealth of Data But how much do you need

7. Pricing CP What? Cost per Thousand CPM Cost per Lead CPL Cost per Action CPA

8. Awareness vs Engagement vs. Lead Gen • What is the metric?: • Raw Impressions Delivered • Quality Impressions Delivered • User Interaction • Click Throughs • Ultimate DownStream Performance

9. Web Publisher sites Advantages Disadvantages Frequently expensive (high CPM) CPA not always available Creative restrictions or mandates • Interest targeted • Generally higher quality • Great editorial environments • Personal service

10. Ad Networks Advantages Disadvantages Quality Transparency issues Control • Easy • Frequently less expensive • Behavioral opportunities

11. Digital targeting discussion User visits Auto Site User visits News Site Auto Banner User visits Clicks on Ad User visits Sports Auto Banner Example Retargeting

12. Emergence of Demand Side Platforms Enables Real Time bidding across multiple networks Best for high pressure ROI buys Costly (must be managed in real time)

13. Use of Syndicated Research

14. Quantcast

15. Alexa

16. Things to think about Expectations Management Cancelation policies Rich Media Production costs Messaging flexibility Control of edit environment Intrusive or Interruptive

17. Where does “free” social media fit in? • FWIW: • Social media has significant costs although not classically media costs • Near constant appetite for activity • Social media is highly risky • Nothing is projectible • Without supporting digital or offline campaigns, be wary • But, difficult to ignore

18. Social Networks

19. Social Sharing

20. Importance of Landing Environments • Often the difference between success and failure • Website • Landing Page / Lead Form • Download • Third party site • Mobile • Facebook Pages, etc.

21. Honda: Lead Form Layout Test A VERTICAL FORM (default) B VERTICAL FORM (test) C HORIZONTAL FORM

22. Lead Form Optimization Layout Test: Results • Option C created a 128% improvement in lead capture • Cut lead acquisition costs by more than half • Notes: • The default vertical layout (A) has the lowest average conversion rate • C > A: 99% confidence • B > A: 90% confidence • The horizontal layout (C) is top performer • C > B: 85% confidence

23. The growing Digital media mix

24. Post Buy • Did the publisher deliver what they said they would • Discrepancies: a near certainty • What needs to change • Targeting • Costs • Landing Pages • Creative

25. Stewardship Like babies, digital campaigns must be nurtured

26. Emerging platform discussion

28. NOW START OVER