Digital Fast Track Series Overview Guide
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This document provides an overview of the Digital Fast Track series which introduces fundamentals of online advertising. It discusses how digital media has shifted power to consumers who now control when and how they access content. The series will cover the online media landscape including growth of social networking and mobile access. It will also explain audience measurement tools, campaign planning and buying, and types of online advertising like display ads. The objective is to give participants knowledge of digital marketing concepts, platforms, and how online ads are bought and sold.
Digital Fast Track Series Overview Guide
- 1. Digital Fast Track Series Overview Digital Fast Track Welcome to Digital Fast Track The material found in the become familiar with the may be new to you. This Series Overview will give concepts by exploring module will give you a you a taste of the topics them in your own time. chance to become familiar we’ll cover in more detail with the jargon, and have in your face-to-face ses- The objective of Digital a play with some of the sion, or within future Digi- Fast Track is to introduce sites and concepts we’ll tal Fast Track modules. you to the fundamentals of cover in your training ses- With this module we want online advertising, which sion. to give you a chance to What is Digital Media? Now, let’s put things into grow the online side of book “Convergence perspective. When ad- the business. Culture – Where Old dressing the changes in and New Media Col- media, Rupert Murdoch There are new players, lide,” says “Digitization said the technology is shift- new jargon, new plan- is the process by which ing power away from the ning/selling/buying mod- images, sounds, and editors, publishers and the els. information get trans- media elite. Now it’s the You need an overview of formed into bytes of people who are taking con- the market, knowledge of information that can trol. the players, and how move fluidly across online media is being media platforms and be We’re in the midst of a bought and sold. easily reconfigured in seismic change in the way different contexts.” media is produced and Digital Fast Track will give consumed. The web has you the terms, tools, tips What does that mean? become part of everyday and tactics you can use to Let’s go back to Mur- life, which is part of the do your job in this new doch’s quote – the reason you’re here. media landscape. technology that makes digitization possible has As you know, many media So, what is digital media? given consumers the and marketing profession- Henry Jenkins, in his power to choose when, als are under pressure to where, and how they access media content. No longer are they con- tent to live around pro- gramming schedules. This in no way means “traditional” media channels are on the way out – people want good, well produced content as much as ever. They just want to choose the platform they access it from. © Digital Chameleon 2011 +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
- 2. Series Overview Digital Fast Track Market Snapshot - Adoption of social networking Nielsen's “The Global Online Media Landscape" capabilities, by consumers as well report points to some long-term opportunities for as companies, has crossed the the online medium: chasm. - Search continues to be an indis- - Around the globe, the online population is looking pensible tool. Search across so- more like the overall population, meaning that ac- cial media networks is the likely cess is moving next opportunity for from being a luxury to a basic requirement. search engines. - Packaged goods, pharmaceuticals and telecom- - Access to social networking sites munications are moving online at a pace not seen via mobile devices has exploded, before. largely due to rising smartphone - Audience growth and engagement of online video penetration and improved net- is forcing marketers to re-assess the value of the work speeds. online experience See full report in your Resource Bank. Audience Measurement In your full course, you’ll learn about the various ways website audiences are measured for buy- ing and selling advertising. There are research providers that buyers and sellers subscribe to – such as Nielsen Online and comScore - as well as some free services. Beware that the free resources aren’t proper research, but you might want to visit some of them and see what information is available. Some examples of these are available via your module. Campaign Strategy, Planning & Buying Campaign strategy & objectives will be covered in your course. You’ll learn how important it is to un- derstand each campaign’s objectives, to know what metrics equal success for a campaign, which vehicles work for different objectives, and how to measure campaigns based on objectives. Page 2 © Digital Chameleon 2011 +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
- 3. Series Overview Display Advertising Digital Fast Track Here’s one of the first banner ads that ran on the web – on the Wired magazine site. Have a look at the headline The IAB has established standard online ad formats that you can view in your module or on the IAB Australia and NZ sites. Banners are still bought and sold online, but technology and creativity has surged ahead and rich media dominates the advertising on the web today. Rich media refers to ads using ani- mation, sound, video and/or interactivity. In your course we’ll look at examples of great online ads. October 1994 AT&T ad (one of the first internet ads) on HotWired. Source: Doubleclick’s “The Decade in Online.” Advertising” 1994-2004 Pricing Models We’ll also review pricing models for online ad- vertising. Campaign Management and Adserving Campaign tracking and delivery are where the rubber meets the road. In this session you’ll see why it’s so important that what you’re measur- ing tracks back to the original campaign objec- tives. Social Media In your course, we’ll also review some of the social networks people are spending time on. You may have your own pages on Facebook, or you may read (or even write!) blogs. You’ll get a chance to experience a variety of social media channels, and we’ll showcase some break- through social media campaigns. Page 3 © Digital Chameleon 2011 +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
- 4. Series Overview Digital Fast Track Search One of the “killer applications” of the web is search. It’s prob- ably something you often use and probably don’t think about how it works or how Search Engines make money. In some markets, search domi- nates the online category in terms of where advertisers are spending their dollars. Do you know the difference between paid search (SEM) and organic or free search (SEO)? Here is an example of organic search results that are ranked in terms of what the search engine sees as relevant results. And these are the paid search results, which are bought on a cost per click basis. Do some searches yourself and try to notice things you may not have paid attention to in the past. Where are the paid ads and the “organic” search results? Do you tend to click on paid results? Be aware of your habits – do you tend to look beyond the first page of search results, or do you refine your search terms if you don’t find what you’re after? We’ll cover all of this and more in your course. We hope you enjoy the rest of the course! If you haven't enrolled in Digital Fast Track, here are some reasons to sign up today: - You'll gain confidence in discussing, preparing, and evaluating digital media options and recommendations - You'll be better equipped to approach integrated programs - You'll be more confident discussing online options without having a "digital expert" in the room - You'll be skilled in the fastest growing media sector - And you can do it all in your own time, at your own computer! For more information, or to order your subscription, visit us at www.digitalchameleon.net, email: info@digitalchameleon.net, or call us on +61 2 9997 4417 Page 4 © Digital Chameleon 2011 +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
- 5. Term Definition Series Overview Ad Impressions Digital Fast Track The number of times an ad has been displayed; exposure; opportunity to see. Online ad- vertising is purchased on a cost per thousand (CPM) ad impression basis. This does not refer to the number of people having viewed the ad, but simply the number of times the ad was displayed. Cookies Code applied to users' browsers by a site so that the browser can be identified at a later time. Commonly used by sites that require registration, as well as by adservers. CPA Cost per action or acquisition, is a pricing model involving an agreement between advertis- er and publisher as to the value of a specified action, and the buy is negotiated and tracked on that basis. CPC Cost per click, is expressed as a dollar amount, and derived by dividing total cost by num- ber of clicks received. Some online advertising is purchased on a CPC basis, most commonly via ad networks, or as remnant inventory buys across large networks. CPM The CPM model refers to advertising bought on the basis of a cost per thousand impres- sions. This is in contrast to the various types of pay-for-performance advertising, whereby payment is only triggered by a mutually agreed upon activity (i.e. click-through, registration, sale). CTR Click through rate, is expressed as a percentage derived from dividing the number of clicks an ad received by the number of impressions it generated. Hit When users access a Web site, their computer sends a request to the site's server to begin downloading a page. Each element of a requested page (including graphics, text and inter- active items) is recorded by the site's Web server log file as a 'hit'. If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers' workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement. OTP Over the page, refers to a rich media ad which runs over the editorial content of a site for a specified number of seconds, and then reverts to rest in a fixed ad unit on the page. OTPs are generally frequency capped and bought on a daily basis for a fixed cost, based on an estimated number of unique visitors to that page in a day. Page Views A page view (or page impression) refers to the number of times a web page is requested. If a page includes two ad units, every time that page is requested, it logs one page view, and two ad impressions. Pixel Short for picture element, a pixel is a single point in a graphic image. Online advertising material specifications use pixels as the unit of measurement. A standard size banner is 468 pixels wide by 60 pixels high. SEM Search Engine Marketing refers to pay for performance advertising on search engines whereby advertisers bid on search terms/phrases in order to optimise their placement with- in paid search results, often called sponsored links. Search Engine Marketing is also used to refer to agencies which provide SEM services. SEO Search Engine Optimisation refers to technical things that can be done to a website from the design stage which help the site naturally rank higher in search results for particular terms and phrases. Also referred to as a natural or organic search. SOV Share of Voice is used by publishers to give buyers a sense of how much of the inventory their ad will get based on the number of total impressions available on a specific page, section, or site versus the number of impressions they have purchased. Some ad units are sold on an SOV basis, for example; four advertisers rotating through one ad slot would give each advertiser 25% SOV. Uniques Unique browsers (UBs), unique visitors and unique audience are all terms referring to the number of different users or browsers having visited a website.