Digital Site Direct Media Buying

TMK.EDU
DIGITAL: SITE DIRECT
Presented by
Craig Stein
9/4/13
Tuesday, September 10, 2013

WHAT’S ON TAP
• Some History
•What is Site Direct?
• Planning & Buying
Site Direct

THE NET IS GROWING
Source: Internet World Stats, IDC

OVER 48B WEB PAGES

CONSUMERS & MARKETERS ARE
MIGRATING ONLINE
Source: eMarketer

A BRIEF HISTORY OF DISPLAY
1993
First Clickable Ad
1994
Banner Ad is Born
1996
First Ad Server
2000’s - Today
Golden Age of the
Banner

DIGITAL ADVERTISING LANDSCAPE
Digital Advertising: Uses the Internet to deliver promotional/marketing messages to
consumers. Digital advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher’s content.
•Site Direct
•Optimized Display / Programmatic
•Video
•Mobile / Tablet
•Social
•Search
•Content
Source: Wikipedia

SITE DIRECT

WHY SITE DIRECT
Site Direct -- noun ˈsīt də-ˈrekt
A method of buying digital media inventory straight
from a publisher whose advantages include:
1. Access to site’s full inventory
2. Premium inventory & placements
3. Share of voice & reach
4. Custom sponsorships & integrations
5. Access to publisher-only resources
6. Creative flexibility

HOW TMK DOES SITE DIRECT
We believe in quality over quantity
We recommend only going several publishers deep
with Site Direct to maximize the benefits of the channel
Leverage Site Direct with what it’s best for, reaching a
high composition of a target
Otherwise, Optimized Display is an effective, efficient
audience buying channel

ACCESS TO ALL INVENTORY
“I want this, and this, and a little of that”
Choosing the exact combination of
specific placements

PREMIUM INVENTORY

SHARE OFVOICE & REACH

CUSTOM INTEGRATIONS

PUBLISHER ACCESS
1. First access to new inventory, sections,
opportunities
2. Access to custom publisher research and tools
3. Cross-platform integration
4. Added value

STANDARD/CUSTOM CREATIVE

PLANNING & BUYING SITE DIRECT

MANAGING SD CAMPAIGNS
Step One
Strategy
Step Two
Selection
Step Three
Negotiation
Step Four
Ad Serving
Inputs
•  Client objectives
•  Budgets
•  Planning
parameters
•  Research
Deliverables
•  Role of channel
•  Buying model
•  Success metrics
Inputs
•  Site audience
and analysis
•  Creative unit
options and
constraints
•  Historical
performance
Deliverables
•  Partner list
Inputs
•  Historical pricing
•  Marketplace
overview and
conditions
•  Objective & goal
setting
Deliverables
•  Recommended
plan
•  Ad specs
•  Buy projections /
guarantees
Inputs
•  Creative assets
•  Create tags
•  Traffic
Deliverables
•  Traffic and live
campaign
confirmation
Inputs
•  Ad server and/or
3rd party
reporting
•  Client provided
metrics
Deliverables
•  Performance
reports
•  Optimization
recommendation
Repeat…
Step Five
Evaluation
Step Six
Optimization

STRATEGY
•Determine what the objective of the effort is
•How much are you looking to spend
•What support points justify the need for Site
Direct
Step One
Strategy
Inputs
•  Client objectives
•  Budgets
•  Planning
parameters
•  Research
Deliverables
•  Role of channel
•  Buying model
•  Success metrics
•Determine specifically the role for Site Direct
•How is the campaign / partner being bought
•How will success be determined

BUYING MODELS
Flat Rate Sponsorship: A fixed cost over a time
period, impressions served, or share of voice
CPM: Cost per thousand impressions
CPA: Cost per action / acquisition
CPE: Cost per engagement
CPC: Cost per click
CPL: Cost per lead

SELECTION
•Who are you trying to reach
•What is the creative: standard, rich, etc; can
it leverage partner context, category, niche
•Has the publisher performed in the past
•Determine what partners should be included
in the RFP, and send out RFP’s
Step Two
Selection
Inputs
•  Site audience
and analysis
•  Creative unit
options and
constraints
•  Historical
performance
Deliverables
•  Partner list

SELECTION TOOLS
Audience
Research
Audience
Qualifiers

NEGOTIATION
•Upon RFP, determine if costs fit within range
•Is the cost competitive within the
marketplace / versus similar partners
•Does the partner know your KPI’s and does
the RFP speak to them; is the proposal
cookie cutter
•Construct recommendation
•Compile all relevant specs / work with
Account & Creative teams
•Ensure T’s & C’s are clear
Step Three
Negotiation
Inputs
•  Historical pricing
•  Marketplace
overview and
conditions
•  Objective & goal
setting
Deliverables
•  Recommended
plan
•  Ad specs
•  Buy projections /
guarantees

AD SERVING
•Make sure you have all assets in hand and
creative rotations set
•Generate tags
•Traffic buy (by self or via Operative)
•Ensure confirmation from Operative and
publisher that buy has been activated properly
Step Four
Ad Serving
Inputs
•  Creative assets
•  Create tags
•  Traffic
Deliverables
•  Traffic and live
campaign
confirmation

HOW AN AD GETS LIVE

AD SERVERS
Digital

TAGS & CONTAINERS: A HISTORY

AD SERVING ECOSYSTEM

EVALUTION
•Pull performance results from ad server or
through 3rd party vendor (Visual IQ)
•Match ad performance to client specific
KPI’s and client provided goals
•Generate performance reports as needed
(media team or in tandem with Strategy &
Analytics)
•Provide recommendations for campaign
improvement
Inputs
•  Ad server and/or
3rd party
reporting
•  Client provided
metrics
Deliverables
•  Performance
reports
•  Optimization
recommendation
Step Five
Evaluation

OPTIMIZATION
•Even with Site Direct, it’s aways important to
interrogate results and always look to
improve
Repeat…
Step Six
Optimization

IN SUMMARY
1.
Determine how Site Direct can benefit your
campaigns given its unique advantages; solid
planning is crucial to successful Site Direct
campaigns
2. When testing partners, go deep with few versus
shallow with many
3.
While not “Optimized Display,” Site Direct is a
display channel that works best when optimized:
planned, re-planed, re-allocated, and fine-tuned

THANKYOU!
CONTACT: CSTEIN@MEDIAKITCHEN.TV

Digital Site Direct Media Buying

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