1. Puerto Rico, 2013

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• Advertisers are now more aware of the need to advertise on the net.
• Proliferation of web sites and digital destinations (therefore options on where
to advertise), gets bigger on a daily basis and is hard to keep track of all the
media options available and suitable for a specific client or product.
• Digital has been a part of the advertising scene for a while now, but for some
reason it has been held to a much higher standard than other mediums
• This is no longer the “new media”, nor the emerging one.
• To gain the know-how and experience to do on-line media planning, and to
generate real marketing and advertising strategies, specially adapted to the
US Hispanic/Latin American markets is not an easy job, it takes a lot of time.
• Traditional Ad Agencies tent to apply traditional media planning methods and
know how to the on-line world, this has been proven not work well.

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• The internet has changed us all.
• The internet creates affiinity groups and eliminates borders.
• The internet has become a reflection of our culture.
• We went from being connected to living connected
• The industry in general has become global
– Clients
– Media
– Technology
– Solution
– Information
Everything is global now.

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• Digital Advertising goes far beyond the banner placement.
• The Internet itself is more of a marketing tool rather than just an advertising
medium.
• Everything we do online must be based on a creative communication strategy
that allows us to reach and exceed our objectives.
• Digital might be the only medium where in order to conceive the next big idea,
we need to have the creative team sitting at the same table with the media
planners, technology “geeks” and account executives.
• Our planners end executives are trained to always “think creatively” and to
always bring innovative ideas to generate better and more effective results.
• The client and the Agency play a key roll in the strategic approach, they need
to bet on it, take the chances of the unknown and go with these “wild ideas”.

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• In order to be able to understand all this “crazy talk” and to
incorporate these digital strategies into our media and marketing
mix, we need to understand the basic concepts, how does it work,
and more importantly, the difference between the banners as the
ultimate campaign objective, and the banners as part of the overall
marketing and advertising strategy.

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• Horizontal Sites

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• Horizontal Sites
• Vertical Sites

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• Horizontal Sites
• Vertical Sites
• Unique Users
Index Composition
Daily Unique Visits
Monthly Unique Visits
Page Views …

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• Horizontal Sites
• Vertical Sites
• Unique Users
• Page View
• Impression
One Page View
5 Impressions
(1 of each
banner)

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• Purchase types:
– CPM: Cost Per Milliard
– CPC: Cost Per Click
– CPL: Cost Per Lead.
– CPA / CPS: Cost Per Acquisition / Sale
– CPV: Cost per view
– Sponsorships (daily-monthly-hourly) / Roadblocks

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
Main premise: Instead of buying inventory on a specific site, why not buy an audience.
Agency determines
campaign target
and profile. Eje:
Male, Business
Traveler, Hispanic
Profiles are
then set up in
the Behavioral
Network’s
system.
After having visited all these
web sites, user lands on one
of networks’ sites.
User browses the web,
visits different websites
and gathers cookies
Site checks
user profile
with
Network’s
system.
Network
pushes
Behavioral
targeted
banner to
profile-
matching
user.

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
Agency determines
specific keywords
or texts that will
trigger advertiser’s
ads
Keywords are then
set up in the
Contextual
Network’s system.
Site includes all sorts of texts
like news articles, posts by
users and others
User browses the web,
visits one of network’s site
Network reads
content and
identifies trigger
keywords
Network
pushes
Contextual
targeted
banner to
keyword-
matching
user.

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
IP Address: 169.141.115.12
(NY/USA)
The site knows that the user is
physically in the US
IP Address: 209.151.23.01
(Pto. Rico)
The site knows that the user
is physically in Pto. Rico
Esto es para ti boricua …

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM (Natural Vs. Paid Results)

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM (Natural Vs. Paid Results)
– Social Media Advertising

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM (Natural Vs. Paid Results)
– Social Media Advertising
– Media Desks, Ad Networks, Ad Exchanges, DSP’s, DMP’s …
Intermediaries, not
agencies, not
planners, these
companies only
execute buys on
behalf of the
agencies that they
serve, there is no
insight, no added
values, just media
buy execution.
Media Reps. These
companies are in
charge of marketing
and selling
inventories of their
own and of those
publishers that they
represent.
These companies tag
their ad spaces
directly.
Sort of like an
Advertising inventory
stock market. Most
networks and Media
Desks go to the
exchanges to
purchase extra
inventories to cap
and enhanced their
buys.
System/software that
allow digital ad
buyers to manage
multiple Ad Exchange
accounts through one
single interface and
to be able to bid, via
RTB sockets on all
major exchanges at
the same time. It is
like the networks, but
on steroids …
Data Management
Platform ... the new
“fancy” word. A DMP
is the backbone of all
data-driven
marketing campaigns
and serves as a
unifying platform to
collect, organize and
activate audience
data from any
source, to taregt our
campaigns.

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• Products / Enhanced Targeting & Buying:
– Behavioral marketing
– Contextual marketing
– IP/Geo Targeting
– SEO & SEM (Natural Vs. Paid Results)
– Social Media Advertising
– Media Desks, Ad Networks, Ad Exchanges, DSP’s, DMP’s …
– Others … (not included in our 101 course)

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• Other relevant concepts:
• Tags:
– Programming codes generated by an ad management software to monitor the
progress of a given online media campaign. These tags, when implemented on
the publisher’s and the advertiser’s, gives us, the Agencies, the ability to control
and monitor the campaign’s development and its results or conversions.
Our traffic team creates and
uploads the campaigns into
our Ad Serving platform
7590 11 702801
We then create and send the
tags to the publishers for
implementation
Publishers inset our tags into
their own Ad Serving
platforms for further tracking

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• Other relevant concepts:
• Servicio remoto de banners / Third Party Ad Serving:
Country of origin
Time of day
Coockies
Keywords
Location …
The server analyzes the
info and delivers the
most suitable ad
The user’s computer
“calls” the site’s hosting
server and downloads the
content and images
Simultaneously, the site
calls its ad serving
software and sends the
user’s information
User lands on site
www.asite.com

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Basic Concepts

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– Effectiveness Factors:
• Market options and offers
• Planning: Media Selection / Segmentation
• Targeting: Technology / Products / Reporting
• Service: Analysis / Tracking / Optimization

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– Market Options: There are millions of publisher’s sites around the world,
¿How do we find and select the best ones for our campaigns?
NO to the traditional media planning
methodology
NO to the “Dot Com Top Of Mind”
NO to packaged proposals
NO to the Networks as planners
NO to the traffic as the media selection
criteria
YES to specialized, selective planning
based on online planning tools.
YES to the “long tail” segmentation
YES to diversity of options
YES to the Networks as consolidators
YES to the properties and values of a
web site as the media selection criteria

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– What most people don’t know about the Networks:

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– Planning: A site’s traffic is not the main media selection criteria
– A 1.000 impressions buy on the #1 ranked web site, is the exact same thing as a
1.000 impressions buy on the #500 of the rank.
– In the digital world, 1.000 impressions means that our ad will be seen by 1.000
users, we have no ratings, no share, no nothing, just impressions and users.
– ¿Isn’t more important for those 1.000 impressions to be seen (in its majority) by
users matching our target ?
– ¿Shouldn’t we be aiming to get the smallest ad waste ?
– ¿What can we do on a site that has 1 billion Page Views when our budget only
allow us to buy 1.000 impressions?
– ¿What’s the difference between 1.000 impressions on MSN’s home page and 1.000
impressions on www.onlyformenbetween20and45.com ?

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• We at LatinMedios work with different and specialized media planning tools:
– E-Q 2.0, proprietary software designed and developed by LainMedios.com
– MyMetrix 2.0, metric service provided by ComScore/Media Metrix
– PXPL versión Beta, proprietary software designed and developed by
LainMedios.com
– We also gather information from other tools such as Google’s Ad Planner,
MediaMind’s planner and any other tool that might help us improve and
strengthen our media plans.
– We do not use or plan through the networks, we handle all planning duties in-
house, keeping an objective point of view on our media selection.

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• Specialized Online Media Planning tools:
•E-Q®
2.0:
•Proprietary tool developed by
LatinMedios.com to estimate the Reach &
Frequency of an online media campaign
based on an a diverse array of demographic,
statistical, psychographic and behavioral data
that allows us to plan and optimize our
campaigns accordingly.
EQ: A proprietary
Reach & Frequency
calculating tool

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• Specialized Online Media Planning tools:
Total Unique Users in the Country
Total de UU que corresponden a nuestro Target
% de alcance estimado
Total de UU que estaremos alcanzando
% de frecuencia estimado, de acuerdo al
objetivo de la campaña (total de impresiones
generadas en el país/ número de Usuarios
Unicos en el país)
# de impresiones correspondientes al % de
Freq.
Total de impresiones estimadas
Presupuesto recomendado: Producto del total
de impresiones estimadas x el precio promedio
del CPM para el tipo de productos publicitarios
determinados por el objetivo de la campaña en
el país destino (fuente: PXPL)
Target
+
Objetivos
+
Ad Units
País Argentina
Total Usuarios/País 8,900,000
Universo Meta según Target
Objetivo 1,878,121
% de Universo a captar 15.00%
Usuarios Unicos 281,718
% de Frecuencia a lograr 0.24%
Imps. x Usuario Unico 4.00
Total de impresiones Aprox. 1,126,872
Presupuesto Recomendado
(ARG$) $29,693.09
E-Q 2.0 - LatinMedios.com, Inc.®
Nota: Este presupuesto, alcance y frecuencia se basa
unicamente en cifras estadísticas y solo es utilizado
como marco de referencia para la planificación
selectiva y negociación de los medios. Es
responsabilidad del planificador, la correcta y
segmentada selección de los medios y secciones, en
pro de una campaña rentable y efectiva.
País Argentina
Total Usuarios/País 8,900,000
Universo Meta según Target
Objetivo 1,878,121
% de Universo a captar 15.00%
Usuarios Unicos 281,718
% de Frecuencia a lograr 0.24%
Imps. x Usuario Unico 4.00
Total de impresiones Aprox. 1,126,872
Presupuesto Recomendado
(ARG$) $29,693.09
E-Q 2.0 - LatinMedios.com, Inc.®
Nota: Este presupuesto, alcance y frecuencia se basa
unicamente en cifras estadísticas y solo es utilizado
como marco de referencia para la planificación
selectiva y negociación de los medios. Es
responsabilidad del planificador, la correcta y
segmentada selección de los medios y secciones, en
pro de una campaña rentable y efectiva.

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• Specialized Online Media Planning tools:
•comScore/MediaMetrix:
•Planning and media selection tool
provided by comScore/MediaMetrix
that allows us to identify the sites
and specific sections witht the
highest index composition of users
matching our target.
Eje: Mujeres
18 a 34 años
US Hispanics

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• Specialized Online Media Planning tools:
Top 10 sites in terms of traffic
of men between 18 and 24
YOA

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• Specialized Online Media Planning tools:
Top 10 sites based on the
Index Composition of men
between 18 and 24 YOA

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• Specialized Online Media Planning tools:
• PXPL - beta:
• Our benchmarking tool, our Benchmarking tool.
• The PXPL is a recollection of billions of impressions served and categorized by type
of ad unit, client, results, cost, country, performance, etc.
• Through our PXPL we are able to accurately project and suggest the best ad
product, site or section within a site, for a specific type of client or product, as well
as to provide them with clear and comprehensive data about how we should expect
our campaigns to perform, based on our “Previous XPeriences Logs”.

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• Once we have selected the sites and sections, we need to determine the
best creative type to use as well as the type of purchase.
• This selection is made based on the campaign’s objectives.
– Branding: Small and Mid impact creative ad units / Sponsorships = Higher reach
and frequency at a lower cost / Less impact.
– Impulse / Promotion: Mid and high impact creative ad units = Less frequency /
Higher Impact
– Sales: Sponsored Links / Search Engine Optimization / CPC-CPL / Mid and
High Impact creative ad units = Higher impact and awareness, acquisition costs
controlled.
– We must always consider the habits of our users, not all users behave the
same, even those within the same target profile; the user’s experience among
other factors play a fundamental roll on the campaign effectiveness.

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As in the Real Estate Market …
“location, location, location”

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• Technology:
• Key factor on all digital advertising initiatives.
• One of the main requirements when selecting the media: Every publisher must meet
the minimum required technology standards.
• They must be able to work with our “Third Party Ads” and generate their own reports.
With out these, we will not be able to monitor and optimize our campaigns
accordingly and as a result, we won’t be able to provide the most effective results.
• The publisher’s ad serving technology must be able to target, at least, the following:
Days of the week, hours of the day, countries, IP addresses, etc.

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• Technology:
• The type of technology used by the publisher will determine the types of ad products
available to the advertisers.
• Not all sites have the capabilities to deliver all Rich Media ads, video ads or to
maybe, re-target our ads; they need a special technology to do so.
• The different types of ad products available are also a factor when selecting the right
media for a campaign.

38. 38
• Technology:
• The technology allow us to monitor the campaign’s development on real time as well
as to audit the results.
• When LatinMedios places a campaign, we are in charge of verifying it. The site
generates a report and at the same time, our tracking system validates it.
• Our technology allow us to not only monitor the campaign’s activity (impressions and
clicks) but also, the activity of the users at the at the advertiser’s site after having
seen our ads, even if they do not click on them.
• We are able to know if someone saw a banner, did not click on it but eventually got
to the advertiser’s site and converted.
• We are able to measure the ROI, the branding effect and the user’s habits at the
advertiser’s sites.

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• Monitoring Tools:

40. 40
• Monitoring Tools:
Different Tools for Different Needs
We can track the campaigns as well as the activity
generated by our users at the Advertiser’s site.
Different Tools for Different Needs
We can track the campaigns as well as the activity
generated by our users at the Advertiser’s site.
By site
By campaign
By day of the week

41. 41
• Monitoring Tools:
C lic k
In d iv id u a l- A c c o u n t -
A p p lic a t i o n - B e g i n -
P a g e P o s t -
J o in t - A c c o u n t -
A p p l ic a t i o n - B e g in -
P a g e
A d C r e a t iv e S it e P l a c e m e n t P u b lis h e r Im p r e s s io n C lic k R a t e P o s t - Im p r e s s io n P - I % C lic k P - C % P o s t - I m p r e s s io n
F ir e m a n - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 1 8 1 , 2 5 1 3 6 4 0 . 2 0 1 % 1 2 0 .0 0 7 % 1 0 2 . 7 4 7 % 4
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 9 , 3 5 1 , 2 8 3 9 ,7 1 1 0 . 1 0 4 % 7 5 0 .0 0 1 % 9 7 0 . 9 9 9 % 1 6
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 6 8 7 , 8 7 7 9 2 3 0 . 1 3 4 % 7 0 .0 0 1 % 6 0 . 6 5 0 % 4
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 2 , 1 3 4 , 4 2 6 3 ,4 6 7 0 . 1 6 2 % 3 1 0 .0 0 1 % 3 0 0 . 8 6 5 % 7
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 2 , 5 4 2 , 3 5 7 3 ,8 4 8 0 . 1 5 1 % 1 6 0 .0 0 1 % 5 2 1 . 3 5 1 % 4
F ir e m a n - 3 0 0 x 2 5 0 - f l a s h T o t a l 1 4 ,8 9 7 ,1 9 4 1 8 ,3 1 3 0 . 1 2 3 % 1 4 1 0 .0 0 1 % 1 9 5 1 . 1 1 1 % 3 5
C h i ld - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 2 9 ,5 4 9 5 2 0 . 1 7 6 % 4 0 .0 1 4 % 3 5 . 7 6 9 % 0
C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 2 , 0 3 8 , 7 3 1 1 ,4 4 4 0 . 0 7 1 % 1 0 0 .0 0 0 % 2 0 1 . 3 8 5 % 1 0
C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 1 8 2 , 0 1 9 1 5 7 0 . 0 8 6 % 4 0 .0 0 2 % 1 0 . 6 3 7 % 1
C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 5 0 1 , 2 6 2 7 2 6 0 . 1 4 5 % 1 1 0 .0 0 2 % 1 1 1 . 5 1 5 % 4
C h i ld - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 6 1 1 , 3 0 7 6 1 0 0 . 1 0 0 % 2 0 .0 0 0 % 1 1 1 . 8 0 3 % 1
C h ild - 3 0 0 x 2 5 0 - f l a s h T o t a l 3 ,3 6 2 ,8 6 8 2 ,9 8 9 0 . 0 8 9 % 3 1 0 .0 0 1 % 4 6 1 . 4 5 2 % 1 6
G r a n d T o t a ls 1 8 ,2 6 0 ,0 6 2 2 1 ,3 0 2 0 1 7 2 0 .0 0 1 % 2 4 1 1 .5 5 8 % 5 1
C lic k
I n d iv id u a l- A c c o u n t -
A p p lic a t i o n - B e g in -
P a g e P o s t -
J o in t - A c c o u n t -
A p p lic a t i o n - B e g in -
P a g e
A d C r e a t iv e S i t e P l a c e m e n t P u b l is h e r Im p r e s s i o n C li c k R a t e P o s t - Im p r e s s io n P - I % C li c k P - C % P o s t - I m p r e s s i o n
F ir e m a n - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 1 8 1 ,2 5 1 3 6 4 0 .2 0 1 % 1 2 0 .0 0 7 % 1 0 2 .7 4 7 % 4
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 9 ,3 5 1 ,2 8 3 9 , 7 1 1 0 .1 0 4 % 7 5 0 .0 0 1 % 9 7 0 .9 9 9 % 1 6
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 6 8 7 ,8 7 7 9 2 3 0 .1 3 4 % 7 0 .0 0 1 % 6 0 .6 5 0 % 4
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 2 ,1 3 4 ,4 2 6 3 , 4 6 7 0 .1 6 2 % 3 1 0 .0 0 1 % 3 0 0 .8 6 5 % 7
F ir e m a n - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 2 ,5 4 2 ,3 5 7 3 , 8 4 8 0 .1 5 1 % 1 6 0 .0 0 1 % 5 2 1 .3 5 1 % 4
F ir e m a n - 3 0 0 x 2 5 0 - fl a s h T o t a l 1 4 ,8 9 7 ,1 9 4 1 8 ,3 1 3 0 .1 2 3 % 1 4 1 0 .0 0 1 % 1 9 5 1 .1 1 1 % 3 5
C h ild - 3 0 0 x 2 5 0 - f la s h M S N - M o n e y - I n v e s t in g - S h o w c a s e - 3 0 0 x 2 5 0 M S N - c o m 2 9 , 5 4 9 5 2 0 .1 7 6 % 4 0 .0 1 4 % 3 5 .7 6 9 % 0
C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - Q u o t e - H o m e - F P - 3 0 0 x 2 5 0 y a h o o 2 ,0 3 8 ,7 3 1 1 , 4 4 4 0 .0 7 1 % 1 0 0 .0 0 0 % 2 0 1 .3 8 5 % 1 0
C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - A n a ly s t - 3 0 0 x 2 5 0 y a h o o 1 8 2 ,0 1 9 1 5 7 0 .0 8 6 % 4 0 .0 0 2 % 1 0 .6 3 7 % 1
C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - M a il- W e lc o m e - 3 0 0 x 2 5 0 y a h o o 5 0 1 ,2 6 2 7 2 6 0 .1 4 5 % 1 1 0 .0 0 2 % 1 1 1 .5 1 5 % 4
C h ild - 3 0 0 x 2 5 0 - f la s h Y a h o o - - R u n - o f - N e w s - 3 0 0 x 2 5 0 y a h o o 6 1 1 ,3 0 7 6 1 0 0 .1 0 0 % 2 0 .0 0 0 % 1 1 1 .8 0 3 % 1
C h ild - 3 0 0 x 2 5 0 - f la s h T o t a l 3 ,3 6 2 ,8 6 8 2 , 9 8 9 0 .0 8 9 % 3 1 0 .0 0 1 % 4 6 1 .4 5 2 % 1 6
G r a n d T o t a ls 1 8 , 2 6 0 ,0 6 2 2 1 ,3 0 2 0 1 7 2 0 .0 0 1 % 2 4 1 1 .5 5 8 % 5 1
Y a h o o M S N C n e t A O L M a r t h a S t e w a r t E S P N T h is O ld H o u s e H G T V H B O
Y a h o o 1 , 0 0 0 1 0 0 2 , 5 0 0 2 , 5 0 0 1 , 5 0 0 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0
M S N 1 ,0 0 0 1 5 0 2 5 0 1 , 5 0 0 1 , 0 0 0 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0
C n e t 1 0 0 1 5 0 3 0 0 1 7 5 4 0 0 1 ,0 0 0 5 0 0 5 0 0
A O L 2 ,5 0 0 2 5 0 3 0 0 2 , 0 0 0 2 , 0 0 0 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0
M a r t h a S t e w a r t 2 ,5 0 0 1 , 5 0 0 1 7 5 2 , 0 0 0 1 0 0 5 0 0 3 , 0 0 0 2 5 0
E S P N 1 ,5 0 0 1 , 0 0 0 4 0 0 2 , 0 0 0 1 0 0 4 0 0 1 0 0 2 ,5 0 0
T h is O ld H o u s e 1 ,0 0 0 1 , 0 0 0 1 ,0 0 0 1 , 0 0 0 5 0 0 4 0 0 1 , 0 0 0 1 ,0 0 0
H G T V 1 ,0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 3 , 0 0 0 1 0 0 1 ,0 0 0 2 0 0
H B O 1 ,0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 2 5 0 2 , 5 0 0 1 ,0 0 0 2 0 0
T h is r e p o r t s h o w s c o m p a r a t iv e o v e r la p a c r o s s m u lt ip le p u b lis h e r s . T h e O v e r la p r a t e s h o w s th e r e la t iv e 'u n iq u e n e s s ' o f t h a t p u b lis h e r 's a u d ie n c e .
P u b l is h e r Im p r e s s io n s
P u b l is h e r
R e a c h
U n d u p li c a t e d
R e a c h
U n d u p li c a t e d
O v e r la p O v e r la p R a t e
Y a h o o 1 , 5 0 0 , 0 0 0 1 , 0 0 0 , 0 0 0 8 7 5 ,7 1 5 1 2 4 , 2 8 5 1 2 . 4 3 %
M S N 7 5 0 ,0 0 0 5 0 0 , 0 0 0 4 7 9 ,1 4 2 2 0 , 8 5 8 4 . 1 7 %
C n e t 2 5 0 ,0 0 0 1 0 0 , 0 0 0 9 5 , 4 7 8 4 , 5 2 2 4 . 5 2 %
A O L 1 2 , 0 0 0 , 0 0 0 1 0 , 0 0 0 , 0 0 0 8 , 5 4 2 , 2 2 1 1 , 4 5 7 , 7 7 9 1 4 . 5 8 %
M a r t h a S t e w a r t 6 5 0 ,0 0 0 5 0 0 , 0 0 0 4 9 0 ,5 7 8 9 , 4 2 2 1 . 8 8 %
E S P N 1 , 2 0 0 , 0 0 0 1 , 0 0 0 , 0 0 0 8 7 5 ,4 8 9 1 2 4 , 5 1 1 1 2 . 4 5 %
T h is O ld H o u s e 6 0 0 ,0 0 0 5 0 0 , 0 0 0 4 5 7 ,8 8 6 4 2 , 1 1 4 8 . 4 2 %
H G T V 1 , 2 0 0 , 0 0 0 1 , 0 0 0 , 0 0 0 8 4 5 ,7 8 3 1 5 4 , 2 1 7 1 5 . 4 2 %
H B O 2 , 5 0 0 , 0 0 0 1 , 8 7 5 , 0 0 0 1 , 2 4 5 , 1 2 4 6 2 9 , 8 7 6 3 3 . 5 9 %
Y a h o o M S N C n e t A O L M a r t h a S t e w a r t E S P N T h is O ld H o u s e H G T V H B O
Y a h o o 1 , 0 0 0 1 0 0 2 , 5 0 0 2 , 5 0 0 1 , 5 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0
M S N 1 , 0 0 0 1 5 0 2 5 0 1 , 5 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0
C n e t 1 0 0 1 5 0 3 0 0 1 7 5 4 0 0 1 , 0 0 0 5 0 0 5 0 0
A O L 2 , 5 0 0 2 5 0 3 0 0 2 , 0 0 0 2 , 0 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0
M a r t h a S t e w a r t 2 , 5 0 0 1 , 5 0 0 1 7 5 2 , 0 0 0 1 0 0 5 0 0 3 , 0 0 0 2 5 0
E S P N 1 , 5 0 0 1 , 0 0 0 4 0 0 2 , 0 0 0 1 0 0 4 0 0 1 0 0 2 , 5 0 0
T h is O ld H o u s e 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 1 , 0 0 0 5 0 0 4 0 0 1 , 0 0 0 1 , 0 0 0
H G T V 1 , 0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 3 , 0 0 0 1 0 0 1 , 0 0 0 2 0 0
H B O 1 , 0 0 0 1 , 0 0 0 5 0 0 1 , 0 0 0 2 5 0 2 , 5 0 0 1 , 0 0 0 2 0 0
T h is r e p o r t s h o w s c o m p a r a tiv e o v e r la p a c r o s s m u ltip le p u b lis h e r s . T h e O v e r la p r a t e s h o w s t h e r e la t iv e 'u n iq u e n e s s ' o f t h a t p u b lis h e r 's a u d ie n c e .
P u b l i s h e r I m p r e s s i o n s
P u b li s h e r
R e a c h
U n d u p l ic a t e d
R e a c h
U n d u p li c a t e d
O v e r l a p O v e r la p R a t e
Y a h o o 1 , 5 0 0 ,0 0 0 1 ,0 0 0 , 0 0 0 8 7 5 ,7 1 5 1 2 4 , 2 8 5 1 2 . 4 3 %
M S N 7 5 0 , 0 0 0 5 0 0 , 0 0 0 4 7 9 ,1 4 2 2 0 , 8 5 8 4 . 1 7 %
C n e t 2 5 0 , 0 0 0 1 0 0 , 0 0 0 9 5 , 4 7 8 4 , 5 2 2 4 . 5 2 %
A O L 1 2 , 0 0 0 , 0 0 0 1 0 ,0 0 0 , 0 0 0 8 , 5 4 2 , 2 2 1 1 ,4 5 7 ,7 7 9 1 4 . 5 8 %
M a r t h a S t e w a r t 6 5 0 , 0 0 0 5 0 0 , 0 0 0 4 9 0 ,5 7 8 9 , 4 2 2 1 . 8 8 %
E S P N 1 , 2 0 0 ,0 0 0 1 ,0 0 0 , 0 0 0 8 7 5 ,4 8 9 1 2 4 , 5 1 1 1 2 . 4 5 %
T h is O ld H o u s e 6 0 0 , 0 0 0 5 0 0 , 0 0 0 4 5 7 ,8 8 6 4 2 , 1 1 4 8 . 4 2 %
H G T V 1 , 2 0 0 ,0 0 0 1 ,0 0 0 , 0 0 0 8 4 5 ,7 8 3 1 5 4 , 2 1 7 1 5 . 4 2 %
H B O 2 , 5 0 0 ,0 0 0 1 ,8 7 5 , 0 0 0 1 , 2 4 5 , 1 2 4 6 2 9 , 8 7 6 3 3 . 5 9 %
ROI and Branding capabilities:
• We track Post-Click as well as the Post-
Impression activity.
• We know when a user sees a banner, clicks
on it, goes to the site and buys and also, if a
user saw a banner, did not click on it, but
eventually, goes on to ythe advertiser’s web
site and completes a purchase.
• We can measure the branding effect of our
campaigns.
• We are all about results.
ROI and Branding capabilities:
• We track Post-Click as well as the Post-
Impression activity.
• We know when a user sees a banner, clicks
on it, goes to the site and buys and also, if a
user saw a banner, did not click on it, but
eventually, goes on to ythe advertiser’s web
site and completes a purchase.
• We can measure the branding effect of our
campaigns.
• We are all about results.
Different Tools for Different Needs
We can track the campaigns as well as the activity
generated by our users at the Advertiser’s site.
Different Tools for Different Needs
We can track the campaigns as well as the activity
generated by our users at the Advertiser’s site.

42. 42
• Monitoring Tools:
•LatinFlyer:
•Herramienta de administración de
bases de datos para envíos
certificados de campañas de e-mail
marketing.
•Seguimiento, avance y reportes de
campañas de mail a través de una
interfase sencilla y efectiva.
•Servidores certificados como anti-
spam, capaces de manejar
grandes bases de datos.

43. 43
– Campaign analysis, tracking & optimization:
– To accordingly select and target the media does not 100% guarantees the success
of our campaigns. These needs to be monitored and optimized constantly.
– The size, location and frequency of an ad must be considered.
– Every creative ad expires, it stops working.
– The Internet allows the for the quick and constant changes of our creative ad units,
we must enhance this possibility.
Tiempo
CTs
Desempeñ o Optimo
Banner Fatigue
Tiempo
CTs
Promedio de Clickthrough
Sección
1
Sección
2
CPC
Imps
Sección
1
CPC
Imps

44. 44
– Campaign analysis, tracking & optimization:
– Values like the CTR are considered at the time of the campaign evaluation, but as a
reference only, not as a success/failure metric.
– What really matters is that we are getting the best results based on the objectives.
– If the objective is to generate traffic, then we must evaluate the CPC, not the CTR.
– If the objective is to drive sales or to subscribe users to a data base or promotion,
then we must consider the resulting CPA.

45. 45
– Campaign analysis, tracking & optimization:
– Every campaign, ad unit, type of product advertised even each country have
their own average metrics and we need to be able to identify them in order to
evaluate our efforts accordingly.
– The most important takeaway about the whole digital media planning and
optimization process is, that we should always focus and concentrate our efforts
on the objectives, as these are the ones that must guide our activities, we are
here to fulfill an objective and to obtain the best and the most efficient results for
our clients.

46. 46
Media Planning

47. 47

48. 48
• Digital Marketing Strategies:
– Digital marketing & advertising is not just about banners, that’s only the
beginning.
– The online banner placement is only a tool, it must not be the final objective.
– The marketing strategy is what really generates the results, and at the end,
what optimizes our client’s ROIs.

49. 49
The power has shifted.
The users are now in control of the
web, its content and the whole
experience.
The Internet is not the Internet any
more, the Internet is a whole and I
use it when I want, how I want and
where I want.
Now I’m DIGITAL.

50. 50
Our users are now connected everywhere

51. 51
 We’ve entered the era of the “Digital Relationships”
My printer is the
one that sells me
ink cartridges

52. 52
 An era where the consumers are getting smarter and with
more tools available to get to their products of choice

53. 53
We are no longer living the times
where content was linear and
distributed as a one way street only

54. 54
The “Marketing Monologue” is
gone.

55. 55
Classic Outbound
“Brand Controlled”
Messaging
Loyalty
Service/Support
Trial/Purchase
Consideration
Engagement
Awareness

56. 56
The new paradigm is the
“Self Service Marketing”

57. 57
Focus is on
empowering
consumers at
any and all
parts of lifecycle

58. 58
• Digital Marketing Strategies:
– Clear objectives, beyond the placement itself.
– Use of a Marketing Strategy to increase results.
– Take advantage of the possibilities that the digital media offers.
– Very simple, we could gain many additional benefits by just adding to our
branding campaigns some sort of incentive, call-to-action, social or viral
alternative.
Aim at being relevant, we are here to touch people’s lives, to
make a difference, to interact, to engage in a conversation
with our potential customers

59. 59
THE DIGITAL
CONVERSATION

60. 60

61. 61
Digital Marketing

62. 62
Contáctenos
facebook.com/latinmedios
linkedin.com/company/latinmedios.com
twitter.com/latinmedios
joel@latinmedios.com

63. 63
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sin la debida autorización del emisor, podrá ser considerado como una violación a los derechos de autor y de propiedad de la empresa
emisora, según lo estipula la ley de propiedad intelectual y derechos de autor vigente. Toda persona que haya recibido este material acuerda
adherirse a estas consideraciones. Este material ha sido preparado y presentado por LatinMedios.com, Inc., quien se convierte en su
propietario y tenedor de los derechos respectivos.