A few slides on some of the online media available to businesses for digital marketing

1. Paid Online Media
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2. Paid MediaTypes
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3. Considerations
Devices
Users
Platforms
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4. Digital Paid Media
Display
• Premium Display
• Standard
• Rich Media
• Google Display
Network
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Search
• Google Search
Network
• AdWords Search
Network
• Google and search
partners
Social
• Facebook
• Promoted Posts
• Like Campaigns
• Links to site
• Suggested Apps
• Suggested Pages
• Twitter
• PromotedTweets
• LinkedIn
• Ads

5. • Online display advertising consists of using ad space on websites to
reach a desired target audience. Sites may include web portals,
blogs, casual gaming sites, social networks, instant message
applications, apps, RSS feeds, and more.
• Objectives: Build awareness, drive sales, grow loyalty and retention,
influence consideration.
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Display Advertising

6. Display Advertising
Premium
• Premium ads are sold by a
seller/publisher directly to a
buyer/advertiser
• Niche and Highly targetable
audiences
• Generally quite expensive and
CPM based
• Potentially higher conversion
rate
Network
• Ads are sold by a network, where
ad inventory is pooled together
with other websites and sold as
aggregated inventory matching
the required target
• Large potential reach with
audience
• Lower cost for reach on a CPC and
CPM Basis
• High awareness and reach
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7. • Real-time bidding refers to the buying and selling of online ad
impressions through real-time auctions that occur in the time it takes
a webpage to load.Those auctions are often facilitated by ad
exchanges or demand-side platforms.
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RealTime Bidding
An ad exchanges is a digital marketplace that
enables advertisers and publishers to buy and sell
advertising space, often through real-time auctions.
They’re most often used to sell display, video and
mobile ad inventory.
A demand-side platform is a piece of software used
to sell advertising in an automated fashion. SSPs are
most often used by online publishers to help them
sell display, video and mobile ads.

8. • Interactive
• Targeted
• Instantaneous
• Measurable
• Cost Effective
• Reach
• ROI
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Mobile
Types of mobile advertising:
•SMS
•USSD
•MMS
•Mobile Banner Advertising
•Please Call Me Advertising

9. www.mediarocket.co.za
Targeting Capabilities
GEOTargeting Carriers
HandsetsOperating Systems

10. WHAT DEFINES SUCCESS?
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11. www.mediarocket.co.za
What KPIs did you set as targets

12. • The wonderful thing
about online marketing
is the ability to track
performance. Any
campaign can capture
multiple data types and
monitor conversion
progress, but only if you
set it up correctly
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Were you tracking everything?
• Google AdWords in conjunction with
Google Analytics should be a core part
of every campaign

13. Sources and Recommended Reading
• http://moz.com/learn/seo/on-page-factors
• http://moz.com/beginners-guide-to-seo
• https://www.youtube.com/watch?v=UhoUEwxMads
• https://www.youtube.com/watch?v=4LsB19wTt0Q
• http://moz.com/academy/keyword-strategy
• http://moz.com/google-algorithm-change
• http://moz.com/beginners-guide-to-seo/how-usability-experience-
and-content-affect-search-engine-rankings/