1. Digital Marketing
CHAPTER 16
Media Planning & Buying in the 21st Century

2. Agenda
 Digital advertising trends
 Role of online in
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
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
marketing/media mix
Digital advertising options
Types of online ads
A few ways to buy online ads
Case study examples
Media Planning & Buying in the 21st Century

3. Digital Advertising Trends
Paid Search is #1

4. Role of Online in Media Mix
 Generate website traffic/visitors
 Branding (Image)
 Branding (Awareness)
 Increase reach of offline media
 Expand reach to light users of established media
 Serve as direct response vehicle

5. Online
 Advantages
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
Consumers control what they see/solves relevance issue - Can target
interested prospects, e.g., Key Word Search
Quality video is increasing in importance
- Online commercials can vary in length
- Video presentation on website

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Growing creative options, e.g., Rich media & video
High reach potential if investment is sufficiently high
Flexible rate options - CPM impressions, CPP, etc.
 Disadvantages
 - ROI measurements can be difficult & hard to integrate w/offline
 - High cost potential
 - Email spam/new regulations
 - Environment constantly changing for buying options

6. Digital Advertising Options
 Organic Search
 Paid Search
 Display Advertising

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Banner
Rich media
Video
Sponsorships
 Social Media
 Mobile messaging
 Email
 Classified and directories
 Native advertising

7. Search Advertising
 Definition
- Search advertising is defined as paid search (revenues
from paid-only links associated with a search term listed
outside the main search results) and paid inclusion
(revenues from sponsored links within the main search
results).
 Purchasing Key Words/phrases
- PPC/CPC Search Engines.
- Examples: Google AdWords, Yahoo, Bing
- You bid on key words which your target audience is
likely to search
- Optimize to low cost/high click
- Clicks may be targeted by country and/or local market

8. Display Advertising
Banner, Rich Media, Video, Sponsorships
 Display Advertising
•
Standard display ad units – leaderboard (728x90), medium box (300x250), lg.
rectangle (300x600), skyscraper (160x600)
 Rich Media
•
•
Ads that employ richer graphics, audio or video within the banner or ad, enabling
users to interact with the ad without leaving the page on which it appears.
Includes online video advertising
 Video Advertising
•
•
•
Attracts greater attention on page
Generates a higher rate of post-impression activity and higher CTR than non-rich
media
Growing at a huge rate
 Sponsorships
•
•
Inexpensive (generally) high profile placement
Huge audience targeting opportunity

9. Social – Mobile – Email – Classified - Native
 Mobile
Start with the insights.
 Consider how your audience is using (or will use) mobile devices. Try to
identify patterns and behavior.
Use mobile to deliver the right message at the right time.
 Your audience expects mobile messages to be more tailored and customized
compared to other advertising channels.
 Segmenting your audience and targeting them in specific ways.
Mobile lifestyles are changing how consumers search.
 Consumers are opting to make their mobile device the primary means of
search

10. Social – Mobile – Email – Classified - Native
 Email
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Uses before, during and after the sales cycle
Use for customer relationship management
Sales Promotions
Generate Awareness
 Classified/Directory
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Consumers who are “in market” conducting research
Search and the decision making process
Generate Awareness

11. Monthly Market Penetration and Size
 The majority of the Internet population is now using directories
 Even unique life events (like car buying or job seeking) are common
Unique Visitors (MM)
150,000
125,000
72% Reach
100,000
29% Reach
75,000
27% Reach
50,000
25,000
0
Directories/
Resources
Automotive
Source: comScore MediaMetrix; Total US Internet February
2006
Careers

12. Native Advertising
 Native Advertising
Can marketers change their messages from unwelcome
interruptions to a natural, integral part of how people
consume information?
Better yet, can ads actually add value to the user
experience?
This is the promise of native advertising.
Media Planning & Buying in the 21st Century

13. Two ways to buy online advertising
 Single site/buy direct from publishers
Media buyer deals directly with the publisher to negotiate specific
placements or custom advertising opportunities on a single site or group
of sites within the publisher's control.
 Network/Ad Exchange
Ad networks allow distribution of ads across a broad array of different
websites.
Media Planning & Buying in the 21st Century

14. Social Media
CHAPTER 17
Media Planning & Buying in the 21st Century

15. Agenda
WHAT ARE SOCIAL MEDIA?
BENEFITS OF SOCIAL MEDIA MARKETING
BLOGS
SOCIAL NETWORKING
SOCIAL BOOKMARKING
SOCIAL NEWS
VIDEO SHARING
Media Planning & Buying in the 21st Century

16. What are Social Media?
“Refers to the means of interactions among people in
which they create, share, and/or exchange
information and ideas in virtual communities and
networks”
Media Planning & Buying in the 21st Century

17. Some Categories of Social Media
 Social Networks
 Bookmarking sites
 Social News
 Media Sharing
 Microblogging
 Blog Comments and Forums
Media Planning & Buying in the 21st Century

18. Benefits of Social Media Marketing
 In 2008, eMarketer surveyed marketers about the
benefits of social media marketing:
 Results:
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Engagement (85%)
Direct consumer communication (55%)
Low cost (51%)
Brand building (48%)
Market research (42%)
Reach (37%)
Media Planning & Buying in the 21st Century

19. Blogs & Blogging
 Blogs are weblogs where people can publish their
thoughts and opinions
 Many are blogs about a product category in which the
advertiser does business, e.g., diet food company may
have a blog about how to lose weight
 Blogs may also display ads from other internet
advertisers
 Technocrati (tracks blogs) was tracking 112 million
blogs by end of 2007 (but nobody knows how many
blogs and bloggers there actually are)
Media Planning & Buying in the 21st Century

20. Serious Eats: a Food Blog
Media Planning & Buying in the 21st Century

21. Social Networking Sites
 Social networking sites provide a place for people to
build relationships with others who have similar
interests. The leading sites:
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Twitter
Facebook
Google+
Pinterest
LinkedIn
Instagram
Media Planning & Buying in the 21st Century

22. Twitter
Media Planning & Buying in the 21st Century

23. Facebook
Media Planning & Buying in the 21st Century

24. Pinterest
Media Planning & Buying in the 21st Century

25. Linked In
Media Planning & Buying in the 21st Century

26. Social News Sites: Digg
Media Planning & Buying in the 21st Century

27. Social Bookmarking sites:
Stumble Upon
Media Planning & Buying in the 21st Century

28. Video Sharing: You Tube
Media Planning & Buying in the 21st Century

29. Choosing Social Media
 Identify your brands audience and goals
 Understand the strengths that each social network
offers to brands
Media Planning & Buying in the 21st Century