1. Advertising
in the Digital World

2. Media is changing

3. Media is changing

4. Presenters
Chad Jacobsen, Digital Accounts
Manager, Forum Communications
Sylvia Weiler, General Manager for
Tourism , Sojern
Moderator, Heather LeMoine, Marketing Manager, North
Dakota Tourism

5. Chad Jacobsen
Digital Accounts Manager
Forum Communications Company

6. About Forum
Communications Company
• Headquartered in Fargo, ND
• Print
o 35 daily and weekly newspapers
o Prairie Business Magazine
o Agweek
• Digital
o 3 million monthly unique users
o 35 million + monthly pageviews
o 40+ news and niche websites
• TV
o WDAY and WDAZ TV (ABC affiliates)
• Radio
o WDAY Radio
• Commercial Printing

7. Forum Communications
Company

8. Standard Digital Display
• Targeted display ads on all of our sites.
o Geo target
o Content target
o Frequency capping
o Day parting
o Domain target
o Conversion tracking

9. High Impact Digital
Display
• Larger display ads on all of our sites
o Short burst
• 1 or 2 day on average
o Geo target
o Content target
o Frequency capping
o Day parting
o Domain target
o Conversion tracking
o Roadblocking/takeovers

10. Mobile Display
• Targeted display ads on all FCC mobile sites
o Geo targeted
o Content targeted
o Frequency capping
o Day parting
o Device targeting
o OS targeting

11. Application Display
• Ads run on Android, iPhone and iPad applications
o Geo target
o App target
o Content target
o Day parting

12. Video Pre Roll
• 15-30 second video ads played before all video
content on FCC news sites
o Geo target
o Content target
o Sponsorship

13. Email Marketing
• Targeted email sends to any of our 46,000 double
opt-in subscribers
o Target by zip code(s)
o Target by age
o Target by gender

14. Marketplace
• Contextually targeted ads on all FCC sites
o target by site
o target by content
o 100 character ad
o logo/photo included
o direct users to your site

15. Contact Information
Digital Accounts Manager
Forum Communications Company
Email: cjacobsen@forumcomm.com
Phone: 701-451-5738
Connect with me on Twitter @Chad_Jacobsen and
please feel free to add me on LinkedIn
Reminder: you can send your questions for this session
by using #NDTDigital on Twitter

16. Sylvia Weiler | GM, Tourism | sylvia.weiler@sojern.com
Big Data
& Behavioral Targeting:
Changing the Travel Industry Marketing Landscape

22. DoubleClick
Double Click Bid Manager
Double Click Floodlight
Double Click Spotlight
Ensighten
Google Analytics
Maxymiser
Right Media
Sojern
Xasis

23. 23
THIRD-PARTY DATA
FIRST-PARTY DATA

26. Real Time Display
Standard Rich Media
Facebook Exchange
News Feed, Right Rail
Smart Devices
Mobile, Tablet
Real-Time Video
In-Banner, Pre-Roll
Email
Customized Offers,
Loyalty Program
Messaging
Traveler
DNA

27. Clicks
Visits
Page Views
Engagement
Followers/Likes
Number of Destination Visitors
Economic Impact
Conversation Rate
Abandonment Rate
Share of Global Wallet
Task Completion Rate
Common Metrics Mature Metrics

30. The Promise
of Big Data and Behavioral Targeting
The future is in 1:1 marketing
Listen to data and let it guide your marketing decisions
Customize messaging based on consumer actions and travel shopping patterns
Big Data drives value in every step of the travel marketing process
Track what matters
+
+
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31. Thank You!
Sylvia Weiler | GM, Tourism | sylvia.weiler@sojern.com

32. Questions?
• Ask or tweet to NDTDigital

33. There are so many
different types of online
advertising. What are the
must-do types?
Tweet questions: NDTDigital

34. How can you afford to
reach the whole world
with a small marketing
budget?
Tweet questions: NDTDigital

35. How important is
targeting?
Tweet questions: NDTDigital

36. What percentage of
someone’s overall
marketing budget should
be in digital?
Tweet questions: NDTDigital

37. How should marketers
judge a digital campaign’s
results?
Tweet questions: NDTDigital

38. Tips for creating a digital
marketing strategy?
Tweet questions: NDTDigital

39. What types of digital
advertising aren’t worth
the spend?
Tweet questions: NDTDigital

40. What are the trends in
digital marketing?
Tweet questions: NDTDigital

41. “I’ve always done it this
way”
vs.
“I live in Beta”
Tweet questions: NDTDigital

42. Examples of Data Driven:
Audience Targeting
Analytics
Marketing Decisions
Tweet questions: NDTDigital

43. Targeting proxies to
targeting individuals –
how is that changing?
Tweet questions: NDTDigital

44. Thank you