Digital Sales Solutions
Agency Preparedness
Patrick Morgan, Internet Broadcasting
November 2011
Updated 11/12/11
1
Introduction
Working with agencies can be very different
than talking directly to an advertiser.
This session will walk through what you should
expect when you are talking to agencies,
allowing you to expand your online revenue.
Updated 11/12/11
2
Today’s Agenda
•
•
•
•
•
•
What’s The Difference
Challenges
What’s available?
How to Prepare
RFP Example
Recap
Updated 11/12/11
3
What’s The Difference
Updated 11/12/11
4
What’s The Difference
Agencies
Direct Advertisers
• Know what they are
looking for
• Looking for leadership on
what makes sense
• Often send their own
creative through tags
• Usually need ads built for
them
• Usually use their own
reporting data
• Look to you to measure /
define success
• Success is determined by
the data
• Success is determined by
direct results
Updated 11/12/11
5
Challenges
Updated 11/12/11
6
Challenges
• Finding the right contact at the agency
• First question should be “who buys digital?”
• Determine if there are different contacts for Web vs TV
• A Different level of digital knowledge
• Agencies typically know what they’re looking for, but don’t be
intimidated
• Terminology
• Leave on the same page – clarify terminology
• “Square” vs “Medium Rectangle”
• “Roadblock” vs “Fixed”
• “Sliding Banner” vs “Pushdown”
• “Splash Page” vs “Buffer” vs “Mini-Site”
Updated 11/12/11
7
Challenges
• Responding to the RFP
• RFPs can time-consuming – be proactive and have
answers ahead of time
• Reporting/Metrics
• Whose numbers are you using for payment?
• Plan for discrepancies by padding impressions by 1015%
• Request internal redirect DFP tags for best results
• Agencies will be checking
• Avoid micromanagement
• What’s the measure of success?
Updated 11/12/11
8
Knowing What Is Available
Updated 11/12/11
9
Knowing What Is Available - Targeting
• Geo-Targeting: location-based targeting is available
• Continues to be more accurate, but still not a perfect science
• Capabilities: Zip Code, DMA, State/Region
• Also available but less accurate: Country, City, Area Code, ISP
• Other Special Targeting available:
• Domain (.com, .net, .org etc)
• Browser (IE, Firefox, Safari, Chrome)
• Internet Connection
• Demographic Targeting: targeting based on gender,
race, income, etc
• Not currently available because the information needed to
target by demographic is gathered through sites that require
registration
Updated 11/12/11
10
Knowing What Is Available - Targeting
• Behavorial Targeting: uses information to target
“user segments” based on what types of pages or
topics they have visited
•
•
•
•
Cookie-based technology
Targeting done by “segments” (News readers, Health readers, etc)
Limited to user patterns on your site
Can drastically limit available impressions depending on market or
segment size
• Not currently available but IB is currently investigating solutions
= Sports Segment
Updated 11/12/11
11
Knowing What Is Available - Targeting
• Misconception: Behavioral targeting on your site will
allow your ads to follow the user when they go to
CNN.com and ESPN.com
• If you want your advertisers to appear on sites
outside of your own, you (or they) would have to
be a part of an Ad Network.
• To gain inventory on other sites, you would be
bidding on those placements and competing with
other advertisers within that Ad Network
Updated 11/12/11
12
Knowing What Is Available - Targeting
• Retargeting: targeting users on your site who have
visited your advertiser’s site
• Cookie-based technology – the advertiser puts code on their site
• Users who visit your advertiser’s site will then receive that
advertiser’s ads on your site
• Limits available impressions, but targeting users who have already
shown interest in your advertiser.
• Not currently available but IB is currently investigating solutions
Updated 11/12/11
13
Knowing What Is Available - Creative
• Know the IB Product Catalog and Creative Showcase
• It’s important to know what is and what is not available as a
standard product
• Spend some time familiarizing yourself with what’s available
• Custom Solutions
• Talk to your Campaign Specialist prior to saying “no”
Updated 11/12/11
14
Knowing What Is Available - Creative
• Know what the agencies are seeing
• Several Rich Media vendors are available
PointRoll Creative Showcase
MediaMind (formerly EyeWonder,
EyeBlaster and Unicast)
MediaMind Creative Showcase
• Creative production charges, along with 3rd party ad
serving fees.
• Determine who is paying the ad serving fees!
Updated 11/12/11
15
Knowing What Is Available - Creative
• Know what the agencies are seeing
•
IAB Rising Star Units:
• The results of a contest of creative agencies
• Large, high-impact units
Rising Star
Pushdown
Updated 11/12/11
Rising Star
Billboard
Rising Star
Portrait
16
Knowing What Is Available - Creative
• Misconception: If I saw an ad on ESPN.com, I should
be able to run the ad on my site
• Specs will typically not be the hindering factor
• IB will test all 3rd party creative to see how it behaves
and let you make the decision on whether it runs
• The larger and more “fancy” the unit, the more it
is going to cost to produce it
• Find the balance of high impact ad units with the
ad spend and what type of advertisers you want
on your site
Updated 11/12/11
17
How to Prepare
Updated 11/12/11
18
How to Prepare
• Good news – it’s easy!
• Prepare and update your station’s Media Kit
• Don’t forget the Web!
• IB has Capabilities decks on your Sales Extranet
• Set your desired ROI
• Have Rate Cards available - even if it’s only internal,
it’s a place to start
• Have your examples ready
• Don’t limit yourself to your market
Updated 11/12/11
19
RFP Example
Updated 11/12/11
20
The RFP
Updated 11/12/11
21
RFP Responses – IB sample responses
• Flags questions that
should be answered by
your internal teams
• Questions and answers
are based on what we
have seen in the
marketplace
• Please let us know if you
have others that should
be added
CLICK HERE TO DOWNLOAD THE IB SAMPLE RESPONSES PDF
Updated 11/12/11
22
RFP Responses – Site Content
• What is your editorial mission?
• What are your content channels?
• Sites are organized in navigation tabs in the following
categories: News, Weather, Sports, Entertainment,
Video…
• What are your sites signature channels?
• Breaking News, Video, updated Local and National
content
Updated 11/12/11
23
RFP Responses – Site Content
• Is your news content repurposed online?
• Yes, some content is repurposed
• Is your site subscription or registration-based? If subscription
based, please send subscription price. If registration based,
what are the requirements?
• No, content does not require a subscription or registration
• What makes your site unique?
• Advertisers take advantage of the relationship the multimedia
options that connect their brand with consumers. Through
television, online and mobile convergence, viewers take the
brand experience from introduction to action. The sites benefit
from the strength of each affiliate behind them and the online
expertise to deliver a successful campaign. Our visitors seek
news that hits home from sources they trust.
Updated 11/12/11
24
RFP Responses – Demographics
• Demographic Overview
• Work with your site’s research team for site-specific information
• What is your core demographic group?
• We provide a desirable demographic that is upscale, engaged,
and unduplicated. Our audience is national. The audience is
comprised of working women, moms, business decision makers,
Hispanics, and Upscale Gen-Xers. They are real people with a
desire for close-to-home relevance.
• What are your audience’s viewing trends?
• In general, our Internet audience spends more than 20 hours a
week online. Our site are habitually viewed throughout the
workday from their work computers. They’re engaged, checking
in with us many times a day for updates. And they’re exclusive;
more than half do not visit other major sites.
Updated 11/12/11
25
RFP Responses – Targeting
What kind of targeting opportunities does your site offer?
• Demographic targeting:
• NO - we do not target specific demographic.
• Geotargeting:
• YES - Geotargeting is available on sites. The geographic
audience can be precisely targeted by city name and state, zip
and domain.
• Day-parting:
• YES - Daypart schedules are available to run in specific hourly
timeframes. We can target by Time of Day (by hour), Day of
Week
• Behavioral Targeting:
• NO – the site does not require users to provide information that
would allow for Behavioral Targeting
Updated 11/12/11
26
RFP Responses – Targeting
• Is your site able to target by mobile device?
• Yes, we are able to target to specific mobile devices
• What kind of targeting opportunities does your site offer?
• Specialized targeting is available for the following:
• ISP
• Connection Speed
• Browser
• DMA
• City
• State
• Country
• Area Code
• Zip
Updated 11/12/11
27
RFP Responses – Unit Descriptions
• Large Unit Ads:
• Standard IAB units: Skyscrapers, Leaderboards, Half Page and
Medium Rectangle Ads, rotate throughout the site content, video
and gallery pages
• Opt-in Lists:
• Opt-in lists are property of the advertiser. Email lists opt-ins are
provided to the advertiser upon request. The lists are not used by IB or
by any other advertiser.
• E-Newsletters:
• Ad positions are offered in both HTML and text formats. These
positions vary by partner but include 300x250, 40K, gif, and jpg
and160x600 40K gif, jpg.
• Newsletters do not support Rich Media ads including 3rd party
tag or Rich Media ads.
• Text advertising can be up to 150 Characters including spaces &
punctuation.
• Impressions on Text Ads in email are tracked.
Updated 11/12/11
28
RFP Responses – Unit Descriptions
• Rich Media Units:
• Several dynamic Rich Media placements are available, including but not
limited to Floaters, Peelbacks, Wallpaper, Pushdown, Countdown,
Click-to-Print, Hover and several video-based ad units
• Is animation permitted in the ads?
• Recommended animation is no more than 7 seconds with three
looping segments, flash ads that automatically play can be on all
index pages except homepage and news
• Key words sponsorship:
• We do not currently offer key word sponsorships.
Updated 11/12/11
29
RFP Responses – Unit Descriptions
• Text link advertising:
• Some sites have text link advertising. Our sites refer to text link
advertising as bylines
• Video- Pre-roll and Flash video:
• Usually runs in the 300x250 unit. The video has controls to stop and
play and sound can be user initiated.
• Audio:
• Audio is not available as a separate unit. Audio can play within video.
• Blogs:
• Sponsorship of moderated blogs on buffer pages is available. Blogs are
not instantly posted on site but go through an editorial process before
the content is published.
Updated 11/12/11
30
RFP Responses – Unit Descriptions
• Discussion forums:
• Discussion forums can be offered to advertisers. Slide show voting
offers a forum for viewers. Viewers choose their favorite user
contributed photos. Slideshow page opportunities are also available to
advertisers.
• RSS Feeds:
• IB sites can be aggregated to our viewers. There are no advertising
opportunities tied to RSS feeds.
Updated 11/12/11
31
RFP Responses – Capabilities
• Can ads run through an i-frame?
• Yes, ads that are fixed to a page can run through an i-frame.
JavaScript tags are preferred.
• What format should we use to traffic the ads?
• Accepted ad formats for trafficking include: JPG, SWF, HTML,
GIF
• What ad server do you use?
• All IB ads are scheduled through Doubleclick DFP (Dart for
Publishers).
• Do you accept 3rd party ad tags?
• Yes
• Do you accept 4th party ad serving?
• Yes, 4th party ad serving is permitted, but we are not responsible
for the accuracy of reporting or any discrepancies seen with 4th
party serving.
Updated 11/12/11
32
RFP Responses – Guarantees
• Do you guarantee delivery of campaign?
• Past campaigns serve as a reference for viewer habits but do not
determine the success of a future campaign; Therefore
impressions, clicks and CTRs cannot be predicted or
guaranteed.
• Can my competitors be on the same site?
• Competing products will often times be displayed on site and on
the same page. However, arrangements for exclusive ownership
of a page can be made for our advertisers.
• A page can be Road Blocked by an advertiser. Road Blocking is
defined as tethered IAB Units that appear on the page at the
same time with 100% Share of Voice per page view are available
to advertisers.
• Also takeovers can be referred to as roadblocks when they are
used for an over extended period of time.
Updated 11/12/11
33
RFP Responses – Research Tools
• Is there a 3rd party that provides statistical information and
reports?
• Advertiser measurements are taken by ComScore, Google
Analytics, DFP and Nielsen. These metrics are used in
conjunction to evaluate the success of a campaign.
• How often can the client get these reports?
• Research reports are generated upon request. Viewership of
sites is available once a month.
• What research opportunities (surveys, etc.) does your site offer
for advertisers to gauge results?
• IB does not use internal tools to generate information for our
advertisers. Advertisers are supported by third party research
groups. Contests and slideshows are monitored and analyzed
for number of entrants and engagement levels using in-house
resources.
Updated 11/12/11
34
Recap and Best Practices
Updated 11/12/11
35
Recap and Best Practices
• What’s The Difference
• Agencies are likely to know what they’re looking for, and use
their own reporting and creative but you can be an expert too
• Challenges
• Find the right contact, clarify expectations and keep an eye on
the performance of the campaign – because they will
• What’s available?
• Special targeting is available, and IB is working on enhancing
the capabilities of “following” users as they visit your site
• IB has high-end and custom solutions for you, but also be aware
of what other creative agencies offer
• How to Prepare
• Keep information updated, set your ROI and have examples
ready
• RFPs
• Having answers ready to go will save time and get you in the
door
Updated 11/12/11
36
Questions?
THANK YOU!
NEXT DSS SESSIONS
AD STRATEGY - Win at Database Marketing
IB contesting is a fantastic opportunity to create or build a client’s database. We will walk
through the promotions available for clients, building a client database, crucial questions to
ask and examples from the IB network.
Monday, December 5 1pm CT
Friday, December 9 8:15am CT
Updated 11/12/11
37