Targeting: Behavioral, Geographic, Demographic ... .com)

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Jolie GibsonOnline Media DirectorMadden
Mediadirect 520-576-5808email
jgibson_at_maddenmedia.com
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Media Options Industry Benchmarks Creative
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Media Options Industry Benchmarks Creative
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Online Media

• Media Buying Options
• Travel Industry Benchmarks
• Creative Samples

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Traditional Ad Agency media department,
online creative department, Flash
programmersDigital/Interactive Agency Media
buyer/planner Interactive creative - Flash
programmersOut-Source Media and/or creative
Media Options Industry Benchmarks Creative
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Bad Economy layoffsUnderstaffedOnline
knowledgeFind the resources
Media Options Industry Benchmarks Creative
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Media Options
Media Options Industry Benchmarks Creative

• Ad Networks
• Online Publishers
• Portals
• Video

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Ad Networks
Media Options Industry Benchmarks Creative
Aggregators and sellers of premium and
non-premium (unsold or undersoldremnant)
inventory across third-party and small to medium
size sites general networks behavioral
networks vertical networks.

• Targeting Behavioral, Geographic, Demographic
• Example networks Advertising.com, Tribal Fusion,
  Valueclick, Glam Media, Travel Ad Network,
  Specific Media, Audience Science

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Premium Content Publishers
Media Options Industry Benchmarks Creative

• Specific site buy, non-network buy
• Targeting
• Behavioral, Geographic, Demographic
• Example sites local newspaper sites
  (SFGate.com), national news (CNN.com,
  FoxNews.com), niche/national sites(Weather.com,Tri
  pAdvisor.com)

• Become aware of the advertised brand
• Remember the brands message
• Form favorable opinions about the brand
• Intend to make the purchase

Source OPA Members, using Dynamic Logic
MarketNorms data Improving Ad Performance
Online)
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PortalsAOL, MSN, YAHOO
Media Options Industry Benchmarks Creative
A web portal presents information
from diverse sources in a unified way
Wikipedia

• Targeting
• Behavioral, Geographic, Demographic

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Video Content
Media Options Industry Benchmarks Creative

• Pre-Roll ad placement before requested video
  content
• Examples Brightroll, Tremor Media, Broadband
  Enterprises

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Ad Creative Options
Media Options Industry Benchmarks Creative

• Text links
• Basic static banner ads
• Banner ads with Flash
• Banner ads with Flash video
• Banner ads that expand with Flash video
• Pre-roll video with companion ads

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Why Video? Why Not?
Media Options Industry Benchmarks Creative

• U.S. Internet users viewed a total of 4.5
  trillion display ads (standard and non-standard
  IAB units, including both static and rich media
  but NOT video) in the last 12 months.
• Online video combines the emotional branding
  aspects of television with the measurability of
  the web
• Publishers are reconfiguring their advertising
  inventory to reduce ad clutter and allow for
  bigger ad units
• Advertisers are shifting from static and rich
  media to video ads
• Source comScore 2008 Digital Year in Review

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Video Engages
Media Options Industry Benchmarks Creative
Simply put, video engages more senses in less
time and can, therefore, be used to transfer data
from a media source to a persons brain more
efficiently than just about any other form of
media. Marketing Sherpa, 2008 Online
Advertising Handbook Benchmarks
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Multiple Videos Showcasing Niche Drivers
Media Options Industry Benchmarks Creative
www.maddenmedia.com/richmedia/mtcvb/
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Multiple Videos and Submit Option
Media Options Industry Benchmarks Creative
http//dfa.doubleclick.com/motifpreview?creativeid
21045584siteurlhttp//demo-int.doubleclick.net/
motifpreview/Preview.asp?sz728x90
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Video, Photos and Request Info
http//afiexperimental.com/z/ER/T2_banners/old/ric
h20media20ad/index.html
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Multiple Partnersin a Co-Op
Media Options Industry Benchmarks Creative
www.maddenmedia.com/richmedia/wyoming/
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Display Advertising
Media Options Industry Benchmarks Creative

• display advertising significantly lifts online
  search activity.
• consumers exposed to display advertising were
  more likely to search for brand terms than
  unexposed consumers
• display advertising has a direct impact on both
  paid and organic searches and clicks

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Online Campaigns Should Include

• Creative
• Flash add some movement in the ad
• Expandable take up as much canvas as you can
• Video use multiple videos
• Multiple creative
• Media plan
• Sites (mix of sites)
• Site placements (i.e. travel, news, lifestyle,
  entertainment pages)
• Optimize and detailed reporting (the site,
  third-party ad server DoubleClick, Atlas, etc.)
• Site, size, and placement
• Impressions and clicks, Interaction rate, etc
• Video interactions

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REPORTS
Media Options Industry Benchmarks Creative
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Measuring Your Results Against Industry
Standards
Media Options Industry Benchmarks Creative
Aim to beat the industry benchmark
Doubleclick, Creative Insights on Rich Media, 2008
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Interaction Rate
Media Options Industry Benchmarks Creative
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Click-Through Rate
Media Options Industry Benchmarks Creative
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Interaction Time (Seconds)
Media Options Industry Benchmarks Creative
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Media Options Industry Benchmarks Creative
http//demo.pointroll.net/content/demos/campbell/d
emos/apple/Mac_vs_PC.html
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Media Options Industry Benchmarks Creative
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Presented by Jolie GibsonOnline Media
DirectorMadden Mediadirect 520-576-5808email
jgibson_at_maddenmedia.com