Display Flashcards
What do Ad Verification Partners do?
Check for:
Fraud
Brand Safety
Viewability
Ad Exchange
technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks in real time. Prices for the inventory are often determined through bidding.
The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.
Generic Display Process
- Identify objectives & Success Metrics
- Audiences
- Targeting and Formats
- Buying Models
- Measurement
what who how how measure
Identify Objectives and Success Metrics
Number: 1
Meaning: What is the response we’re looking for in our audience, and how best to drive it? An objective
should tie back to the purchase funnel so it is perfectly clear what the brand is trying to achieve,
and how the digital ad will help achieve this
Determine what you are trying to achieve and how you will measure it.
Audiences
Number: 2
Meaning:
Who are we trying to reach, what channels do they use; and how, where, and when do we need to
connect with them?
Formats & Targeting
Number: 3.
Meaning: What is the best creative potential and message impact; how do we limit wastage and talk exclusively to our target audience?
Display Process - Buying Models
Number 4:
What is the best buying model by format?
Basic Marketing Funnel
- Awareness
- Understanding
- Consideration
- Purchase
Marketing Funnel - Awareness
Position: 1
Meaning: During this stage, people learn who you are.
eg PRIMARY METRIC
Reach and Frequency
Viewability Rates
eg SECONDARY METRIC
CTR
Cost per unique
• Primary metric may include reach and frequency objectives for a specific target audience.
• Viewability may be a specific goal, and metrics such as cost per unique or cost per completed
video view may be used as the media transaction, or as the optimisation metric. It describes how
many times your ad had the chance to be seen.
• Some secondary metrics could be click through rate (CTR) or cost per unique audience.
Marketing Funnel - Understanding
Position: 2
Meaning: Understanding and Consideration - once they are aware
of your product/brand/company, this stage is where
they decide to find out whether your product or service
is the right fit, and gathers the last bit of information
eg PRIMARY METRIC
Volume of interactions
Video views
eg SECONDARY METRIC
CPC
Cost per completed view
- Primary - Measuring interaction which could be a LIKE on social or a click on a rich media banner.
- Secondary metrics could be cost-related such as cost per click or cost per completed view.
Marketing Funnel - Consideration
Position: 3
Meaning: Understanding and Consideration - once they are aware
of your product/brand/company, this stage is where
they decide to find out whether your product or service
is the right fit, and gathers the last bit of information
eg PRIMARY METRIC
Search engine uplift (engagement mapping)
BRand uplift/research
eg SECONDARY METRIC
Cost per engagement (social)
• Primary - in the context of display media, a rich media format can include a range of functionality
which allows the customer to participate with the brand. By engaging with the ad, a certain level of
consideration can be assumed through the time spent and engagement metrics.
• Search engine uplift could be where a TV ad is aired on broadcast TV and you monitor how many
searches came up for your brand term that evening and the following day.
• You could also use brand uplift or research studies to see brand favourability or consideration of
intent to purchase.
• A secondary metric would be cost per engagement (CPE) through social media channels.
Marketing Funnel - Purchase
Position: 4
Meaning: Deciding to buy and finally becoming a customer
eg PRIMARY METRIC
CPA (cost per acuisition)
ROAS (return on ad spend)
ROI (return on investement)
eg SECONDARY METRIC
CPL (cost per lead)
• Primary - for example: cost per acquisition (CPA) or cost per lead (CPL). It may include an online
sale, registration or call to a call centre.
• Essentially any conversion that took place as a direct result of the online ad.
• Some advertisers are also interested in measuring Return on Advertising Spend (ROAS), which
directly compares revenue generated to (online) advertising spend. Also known as return on
investment (ROI).
• This is more relevant to advertisers who sell their services or products online and should be
measured while considering the attribution of channels that lead to that conversion i.e. Last click
may not necessarily have been the main driver of that sale.
• For example someone may have clicked on a display ad to find out more information, however, the
same person then sees the ad in a magazine which drives the sale. In this instance it is difficult to
solely attribute the success to digital advertising.
Media Objectives
- Awareness (e.g. impressions, reach)
- CTR (e.g. clicks)
- Viewability
- Sales
- Brand affinity
Audience Measurement Tools
- Audience Insights - Cross-platform audience insight surveys.
examples: emma, neilsen, roy morgan research
2 Ratings and Traffic -
a) Panel Data measuring key traffic and demographic metrics
b) Site analytics to understand and define audiences
examples: neilsen, oztram, facebook insights, google, youtube
3. Competitive - Tool for monitoring digital advertising across all devices
examples: pathmatics, neilsen
Ratings and Traffic - Audience Insights
• Create reports that rank the top websites by unique audience, time spent and sessions etc. this will
help in identifying the top reaching sites for your target audience
• Build reports that show websites visited by a particular demographic as well as ones that show a
website’s traffic across daily, weekly and monthly time periods.
Ratings and Traffic - Panel Data
Panel data measures key traffic and demographic metrics.
• Nielsen who provides comprehensive reporting on video-streaming by demographics and by site,
including session times and video numbers.
• Multiscreen reporting helps determine where to find your audiences and provides insight into their
online video behavior.
• The Connected Consumers report helps understand device usage relevant for your target audiences.
• Nielsen Digital Ratings provides campaign data to validate in-target viewing and is often used for
video given the relative costs for inventory.
• OzTAM – Useful source to learn about TV ratings and how they work alongside video.
Ratings and Traffic - Site Analytics
Site analytics helps to understand and define audiences
- Which videos are getting the best results?
- How is your YouTube channel performing?
• Your campaign might be delivering great traffic however that traffic might be or poor quality or have
a high bounce back rate.
Ratings and Traffic - Competitive
The Pathmatics tool allows you to run reports to better understand your competitors
- Creative executions
- Volume of activity
- When they scheduled their activity
- Across the different platforms
Targeting Tactics
- Contextual Targeting
- Audience & Behavioural Targeting
- Data-led Targeting
- Re-targeting
- Location Targeting
- Date and Time Targeting
- Look-a-like Targeting
- Keyword Targeting
Targeting Tactics - Contextual Targeting
a basic level of targeting by placing the ad on sites or in relevant sections for
the advertiser. This allows your ad to be seen in the ‘right place’, where a user may expect and want to
see it.
Targeting Tactics - Audience and Behaviouraly Targeting
targeting a specific audience based on their demographics,
interests, life stage or, most likely, a combination of these. This can be uncovered through Roy
Morgan. Behavioural Targeting uses browsing history, as a means of categorising an audience
segment.
Targeting Tactics - Data-led targeting
What are Agency Trading Desks?
business units set up with your agency/company
What are Independent Trading Desks?
Third-party run trading desks
What are client trading desks?
Client set up their own trading desk
What are the 2 ways to Trade?
Direct (IO’s) & Programmatically
What is Ad Ops?
Refers to the team, process and system for fulfilling an ad campaign
What is the process for setting an live campaign
- We are briefed, we research and brainstorm for ideas
- Select and brief media partners
- Evaluate and build a plan
- Complete the buying process
- Creative team develop ads
- Ad Operations team take over to Traffic Campaign to ensure the, Campaign is Live and Optimise and report on the campaign
What do the ad ops team do?
Ensure the campaign is live and Optimise and report on the campaign
What do the Ad Ops team check?
- Ensure the ad creative is developed to the correct specifications
- The ad is sent where it needs to go
- The ad is targeted to the right consumers
- The campaign is set live on time with all tracking pixels firing correctly
- The campaign is optimised to deliver the best possible results
- The campaign delivery is analysed and reported
The Ad Operations Process
- Media Agency
- Publisher
- Consumer
- Ad Server
Live to Post Process for a campaign
- Campaign Live
- Verify Screenshots
- Delivery Updates
- Optimisation
- Make Goods
- Research Study
- Post Campaign
Campaign and Performance Tools
- AdServer
- Viewability - IAS or MOAT
- Nielsen Ad Ratings
- Nielsen Brand Effects
Size and placement of a Standard Banner - Leaderboard?
728 x 90 - can sit at the top, middle or bottom of page (long recatangle shape)
Size and placement of a STandard Banner - Skyscraper?
120 x 600, 160 x 600
sit down the side of a page. generally found only on desktops. tend not to go our of view when you scroll.
Size and palcement of Standar Banner - MRec?
Medium Rectangle (MRecs) (300 x 250 pixels). more squarish rectangle that sites between text when you scroll.
Half Page - 300 x 600 - side banner which is wider than skyscaper
Size and placement of Standard Banner - Roadblock and Skins
Roadblock = doesn’t share with any advertiser
Skins = background is used as the ad space as well as all other standard banners on a site.
Size and placement of a Standard Banner - Mobile?
Static Banner: 320 x 50
Static Intersitial: 300 x 250
Mobile sponsorship banner: e.g news.com.au
Mobile MREC, which would be part of a sponsorship pr ROS (Run of Site)
Newletters and Solus Email
Solus = one ad
Newsletter = multiple brands for offers
High Impact Formats
Are generally Rich Media
Some examples include:
• Homepage take overs: Billboards, gutters and skins that take over an entire webpage.
• OTP: over the page, not as common now but the ad follows you over the page.
• A less intrusive choice is scroll based rich media formats. You can read an article on your phone
and as you scroll the ad continues to be present.
Ad Tag
An ad tag is a snippet of code on a website that communicates with ad servers to make the correct digital ad appear on a webpage or in an app
