1. Session 1: Digital Media 101
Shane Crombie October 2009 Beijing China

2. TODAYS AGENDA
• Online Media Fundamentals
• Key Ad Formats
• Campaign Implementation Overview
• Key Insights & Objections to Digital
• Media Planning Examples

3. Online Media Fundamentals

4. KEY GLOBAL MEDIA CONSUMPTION
TRENDS

5. KEY TERMINOLOGY

6. KEY DIGITAL MARKETING FORMATS
Display Targets the ‘near market’ consumer
Communication
Targets the ‘in market’ consumer
Search Targets the ‘in market’ consumer
Think Google
Infiltrating communities of like-minded people
with a brand propositionof like-minded people
Infiltrating communities
Social Media with a brand proposition
Think My Space and Facebook
branded
Fusion between advertising and content with
Content Integration content
highly branded quality
Mobile
Mobile Highly targeted and personal communication

7. KEY DEFINITIONS

8. KEY TYPES OF ONLINE MEDIA
Web 1.0 Web 2.0
Advertorial Blog/social network
Sponsorships Streaming video
Content Integration Pre roll/post roll
eMail Mobile
Banners & buttons Gaming
OTP/floating Digital Outdoor

9. KEY PRICING MODEL DEFINITIONS

10. KEY TYPES OF TARGETING
• Run of Network (RON) – this is a very cheap
option and is available from publishers with a
portfolio of websites. The advantage of this
method is that we receive a very low CPM,
however the target audience may not always be It is rule of thumb that the more specific
relevant. we target, the higher the cost. For example,
if we geo-target, this would incur
an extra premium. We are also able to target
• Run of Site (ROS) – ROS is used when we either broad or specific sections across
want to reach users who are interested in a websites. Creative formats also impacts on
service but we don’t want to target a specific cost.
criteria. For example a sport website.
• Run of Channel (ROC) – means creative will
appear anywhere within a category on a web
site.
• Specific Sections - when we want to
target a specific audience, we will advertise on
chosen sections of a website such as
Entertainment or Home & Garden

11. 4 KEY PILLARS OF ONLINE MEDIA
PLANNING

12. Ad Formats

13. UNIVERSAL AD PACKAGE (IAB)
Box 180x50

14. CHINA STANDARD AD UNITS
• IAB was formed in early stage of US Internet development (2000)
• This situation is not understood overseas
• The extra cost of resizing can increase the creative production
budget by over 100%
• Progress is being made slowly, unlikely to ever have IAB UAP
• Sohu is a complicating factor

15. Campaign Implementation Overview

16. UNDERSTANDING ‘TAGS’
What is it Where does it go?
Allows calculation of click Embed into the actual
Click Tag rates creative
Redirect Instructs which creative type, Sent to online publisher to
Tag version etc. to be played place
Spotlight Attached to pages on client
Shows post click activity
Tag website

17. TYPICAL AD SERVING PROCESSAd server
Cr
eat
ive
Me
dia
Online Creative Reporting
Agency
Media Agency
Client website
Create Implement
Media/ Creative Creative
Click Tag Agency Agency
Publisher
Redirect
M Agency Media
Tag
Spotlight
M Agency Client
Tag

18. A TO Z OF IMPLEMENTATION
Project/Job added onto Interactive team or
Brief from client or from Share topline thoughts
Interactive internal WIP individual to brainstorm
Business team with Business Team
topline ideas
Folder setup incl Checklist
Client approves online Presented to client with Ballpark Cost/Plan
Document (if required)
concept/plan via Business Team (with prepared
Interactive contact present)
compiled
(Using planning rate card)
MBA prepared Client faxes back signed Book activity with Adserver trafficking
(Incl monthly $ breakdown & MBA publisher schedule created
Adserving)
Copy given to Business
Load activity into BCC
team
Client highlights all client Creative specs + Click
Activity Live site pages post click Creative uploaded to
tags sent to Creative
tracking Adserver
agency
Spotlight tags produced and Redirect tags produced and
sent to client Creative sent to Carat
sent to publisher
Tracking report Monthly client invoicing Agency/Media Responsibility
sheet to be given to Ongoing tracking or final
First week/days tracking report presented
Business team Media Responsibility
Client Responsibility
Spotlight/Click tags Invoice amounts loaded Current or future campaign
accuracy checked onto client budget rec optimisation Actual Activity
Creative agency Responsibility

19. KEY MARKET INSIGHTS

20. KEY IMPLEMENTATION INSIGHTS

21. COMMON OBJECTIONS TO DIGITAL

22. SUMMARY
• Digital media is complex and time consuming work that confuses non
digital agency and client staffers. Only 5% of media spend is digital.
• Most problems occur due to poor expectation management and
attention to detail in digital media.
• The main opportunity/challenge with digital is its accountability and
interactivity. Understand these two concepts and you understand
digital.
• The only constant in digital is change. Every 2-3 years a hot new
digital concept/technology/platform arrives. You must constantly
follow industry trends and rethink what is possible.
• 2.0 media like social and mobile are different to 1.0 media like
banners and email. ‘Advertising’ does not work in 2.0 media.
• China netizens require custom digital media strategy, importing
global template does not work.
• Strategy is not a list of tactics. A strategy is rationale for why a
specific combination of tactics will lead to a desired outcome