Lecture 6 Flashcards
Digital Advertising
Any advertising that takes place online
Direct Deals happen between
Advertisers and Publishers
Ad Buying Team focuses on
DSP (demand side platforms)
Ad Campaign Management
Ad Operations Team focuses on
SSPs (sell side platforms)
Publisher Ad Management
The Advertiser’s Role
Responsible for buying ad space on publishers’ websites in order to reach desired audience
Ads can be purchased
directly or programmatically through advertising software
Campaign management tools are used to
serve and manage ads through a variety of channels (i.e. display, video, mobile, etc…)
DSPs are also needed to bid and
serve ads in real time
Programmatic Media Landscape
- Ad Exchange
- SSP
- DMP
- Ad Network
- DSP
- Ad Exchange
Platform where publishers and ad networks sell impressions to advertisers. Often connects DSP with SSP
- SSP
Allows publishers to sell ad inventory
- DMP
Central hub for all customer data. Used to create audiences
- Ad Network
Connects advertisers to publishers that have web pages with advertising
- DSP
Used by media buyers to manage and purchase digital ads from multiple ad networks through one interface
Cross-Channel Advertising
Process of advertising across multiple digital advertising channels
While digital marketers may already be utilizing a channel, forming a _____ helps reach the right audiences
comprehensive and cohesive cross- channel strategy
Americans own __ and spend __ consuming content on them
~4 devices
~60 hours a week
As media consumption habits become increasingly more diverse, tracking where audiences are will
become more difficult
Keys to Success
Cohesive Data
Consumers are in Control
Consistent Messaging
Channels Hierarchy
Cohesive Data:
collect all real-time data and form a cohesive, integrated consumer database to focus on data-driven marketing
Consumers are in Control:
With consumers having their choice of what media to consume and where to consume it, advertisers need to present their brands where their target audiences naturally are
Consistent Messaging:
Maintaining a unified message across channels will help consumers better recognize a brand
Channels Hierarchy:
Digital channels are not created equally. Each channel has its own strengths and weaknesses
Demand Side Platform (DSP)
- Used to buy ads in real time through a process called real time bidding (RTB)
- Not a specific advertising channel but instead allow advertisers to reach individuals instantaneously in real time
Real Time Bidding
- At the center of the RTB process are advertising exchanges
* Ad exchanges serve as the middleman between advertisers and publishers. They integrate with both DSPs and SSPs
DSP Benefits
Enhanced Targeting
Pricing Control
Streamlined Buying Process
Enhanced Targeting:
ads are purchased prior to a web page loading, providing information to advertisers about who will be viewing the ad (demographics, time of day, sites visited, etc..)
Pricing Control:
advertisers have more power over how much they pay for an ad. They can decide how much an audience is worth to them and pay what they believe to be a fair price
Streamlined Buying Process:
no human negotiation needed resulting in less time- intensive and costly buying process
Importance of a DMP
- Help advertisers integrate real-time data
- Serve as a central hub for all customer data, keeping all data in a single, centralized location
- Offer a wealth of 3rd party data providers
- Able to recommend high-value audience segments to target in future efforts
Ad Network
- A media company that sells inventory across a range of publisher sites to advertisers at a set price
- Ad networks work directly with publishers to sell ad impressions that a publisher has not directly sold. It is not programmatic.
Supply Side Platform (SSP)
Allow publishers to make money from their websites by creating and selling ad inventory to marketers on an impression-by- impression, or visitor-by-visitor, basis
Advertiser -> DSP -> Ad Exchange -> SSP -> Publishers
Display Advertising
- Process of advertising a brand or product on websites
- Display Ad Software is used to target, purchase, manage and track ads
Why Display Advertising
- Helps with branding, fairly accessible
- Broad reach and access to millions of users
- Allows targeting of ideal audience
Display Advertising Price
- Cost per thousands impression (CPM)
- Cost per click (CPC)
- Cost per action (CPA)
Display Advertising Trends
- Growth of programmatic and RTB
- Ad blocking and fraud
- Native Advertising
Mobile Advertising
- Process of advertising across mobile devices
- Mobile Ad Software is used to buy, manage and track mobile ads
Why Mobile Advertising
- More mobile devices than people
- Customers are stepping away from desktops
- Higher engagement
Mobile Advertising Price
- Cost per thousands impression (CPM)
Mobile Advertising Trends
- Mobile spend rising
- Ad blocking
- In app vs mobile web
- Mobile Video
Social Advertising
- Process of placing ads on social media sites such as Facebook, Twitter, Instagram and Pinterest
- Social Ad Software helps automate and streamline the buying process
Why Social Advertising
- Focus on mobile advertising
- Increase time spent on social media
- Targeted audiences
Social Advertising Price
- CPM or CPC
- Price varies based on audience size, demographic, ad format
Social Advertising Trends
- Budget diversification
- Social Shopping
- Video content
Video Advertising
- Process of using video content to promote a company or product on websites
- Video Ad Software helps automate and streamline the buying process
Why Video Advertising
- 85% of companies find it successful
- Video content is among the most engaging content
- Higher CTR
Video Advertising Price
- CPM
-Cost per View (CPV)
Cost per Completed View
Video Advertising Trends
- Video and mobile ad growth
- Social video on the rise
- Programmatic video
- Interstitial and in-video ads
Audience Building (Flow)
DMP allows marketers to integrate 1st party data with external sources
Enriched customer profiles can then be leverage to create audiences
Audience will be used for media buying, content personalization and analytics
