Slide 1: Online Advertising & Editorial Content for Online
Nikki Cockcroft: – Measurement and Why Online is better fro your business in the long run – How to sell online advertising; sizes, positions, pages – The online advertisement and the future – Revenue Models John Dobson – Content the change from monthly print to hourly online – Separating and building an online editorial team – Content, costs, choices. DIY
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Slide 2: Why Online is better for your business:
Publishers – Reduced Costs – • Technology (CMS); • Distribution Costs (Free/Relatively Low) • Printing Costs – Increase Revenue – • Growing Online Audience = Growing Online Ad Spend = increase in the number of online publishers AND increase in the number of Online Agencies = increase in overall turnover in the online industry. • Additional Revenue: traditional publishers Already have the content, and potentially the brand awareness - Time to convert! BUT! It must be noted that a new online publication does not necessarily mean a profitable business - Content, Users, Quality Delivery + Marketing = Revenue.
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Slide 3: Why Online is better for your business:
Publishers – Measurable – ACCURATE MEASUREMENT Readership – How many people are really visiting my website? Nielsen’s-Netratings, Google Analytics etc. What was the response to a particular article? What are the demographics of my readers? – REACH • Content can be seen and read by anyone/ anywhere in the world • Specifically targeted content – email publishing, targeted sections Continuously updated and relevant content • Updated throughout the day or when necessary/relevant • Live Content (news, sport, events) Exposure • Local and International exposure of your brand from a single point.
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Slide 4: Why Online is better for your business:
Advertisers – Measurable Advertising Campaigns = Measurable ROI • Adserving platforms • Spotlight tracking – Reach • Ability to directly reach your brand’s target market Clear briefs, effective media planning, targeting Cost • Average CPM Rate = R180CPM: One months exposure on a leading portal: 200000 impressions @ R180cpm = R36000 24 hour, continuous – targeted exposure for your ad campaign. One page advert in average magazine = R45000 One-off view of the ad campaign
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Slide 5: Why Online is better for your business:
Advertisers – Exposure • Continuous 24hour exposure for your ad campaign • Multiple Campaigns/messages through a single sponsorship • Ability to manipulate the page to meet the needs of the advertiser without diminishing the value of the publisher brand. – Interaction • Users can interact with the ad itself: Clicking through to a specific client page; Play games, Enter Information
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Slide 6: How to sell Online Advertising:
Methods 1. Impression Based Selling (standard) • CPM: Cost Per Thousand Impressions - Total impressions of a given advertising unit divided by 1,000 • CPM Rates (vary according to size and position) – Bulk Buys: Lower CPM Rate – Standard Advertising: Animated Gif. 15kb Max Range from R180CPM to R250CPM – Rich Media Advertising: Expanding Creative, Flash, Video etc. africa_600x300newnewnew.swf Range from R250CPM to R450 CPM (for page takeovers)
Animated GIF:
Rich Media Creative (Flash):
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Slide 7: How to sell Online Advertising:
Methods 2. Pay-for-Performance based selling • CPC/PPC: Pay per click - Cost paid for each click, or direct response to an ad unit. • CPA: Cost Per Action or Cost per Acquisition - Method of monetization. Cost paid for each order, application, or other post-click response that is directly tied to interaction with an ad unit. • Another example: Test-Drive Campaigns, Database Registration Campaigns • Not commonly used in SA – drive CPM selling
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3. Sponsorship Based Selling (standard) • Niche/Specialist Sites • Sponsorship Cost is dependent on the following: – size of the audience, – the value of your site and its content, – any technical work involved in adapting your site to meet the needs of the sponsor (advertiser)
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Slide 8: How to sell Online Advertising:
Example of a sponsorship:
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Slide 9: Online Advertising: Sizes
Advertising Creative – Many different sizes and positions available • IAB Standards (Internet Advertising Board) Leaderboard: 728x90 15kb max
Banner: 468x60/120 15kb max
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Slide 10: Online Advertising: Sizes
Skyscraper: 120x600
MPU: 300x250
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Slide 11: Online Advertising: What works and what doesn’t?
What works and what doesn’t? – It is important that the advertising compliments your website in terms of look and feel. – Editors vs. Sales Team – choosing the right type of creative, finding a good balance – Casino Advertising? – Number of ad placements – follow the guidelines. – Creative Advertising Campaigns: – Key Value Targeting africa_600x300newnewnew.swf – Gallery/Stats sponsorships – Interactive Advertising
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Slide 12: Online Advertising: The Ad Sales Process
The Ad Sales Process
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Slide 13: Adserving
Ad serving defined: Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.
Trafficking: • Trafficking is the process of creating, scheduling, setting the properties, setting the targeting criteria, and uploading the creative for ads onto the ad serving platform. In addition, it includes optimizing the campaigns for maximum benefit of the advertiser and/or the publish
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Slide 14: Adserving
What should I expect from my adserving technology?
3 Questions to ask yourselves….
How important is it for me as a PUBLISHER to use “paid for” adserving technology?
Am I getting the best out of my adserving solution, and utilizing all the functionality available to me?
How are we as a group going to educate each other on adserving platforms and what they can really do for our websites?
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Slide 15: Adserving
What should I expect from my adserving technology?
Live Tests: Preview redirects on your site in real-time
– The LIVE Test lets you see banners, rich media and video ads directly on the placement, in the browser of your choice – as you load the campaign View concise mouse over information on your campaigns
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Slide 16: Adserving
What should I expect from my adserving technology?
Live Monitoring: Powerful evaluations in real-time: Campaign- and website performance
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Slide 17: Adserving
Placement Overview
Maximise Revenue for all your ad spots – – Get an overview and understand how your inventory performed
Effective Sales Planning at a glance
Smart analysis by a combination of all important performance data and fluctuation in traffic Enable better planning based on historical data Spreadsheet and chart presentation of historical data collected during the past 28 days Manage your placements and campaigns at optimum profit levels
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Slide 18: Adserving
• Inventory Management
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Slide 19: Adserving
Most Accurate Targeting
Detailed Criteria – Reach your target group
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Online Targeting – Operating Systems, Browser and Browser versions, Internet Service Providers, IP-Targeting (single und ranges), Connectivity types (e. g. ISDN, DSL) Key value and Keyword Targeting – Greatest flexibility on defining key value parameters – Enhanced TAG functionality through input of fixed values or placeholders – Inventory forecasts for each keyword Geo and Local Targeting – Countries as well as regions/areas/cities on a plug in basis – Also AC Nielsen's areas and TV Regions
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Slide 20: Adserving
AD Local: Double your revenue with intelligent adserving… Same placement, same time…
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Slide 21: Adserving: Reporting is most Important!
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Slide 22: The Future of Online Advertising
Future of Online Advertising VIDEO ADVERTISING – Online video advertising is popping up all over the Internet. – As connectivity improves, so will video advertising. – Video advertising is advertising that incorporates streaming video. – Streaming banners are an example of video advertising. – The video is confined within the boundaries of the banner ad, which is excellent because it can run without hindering the user from viewing the remainder of the website. – Streaming video in the body of an email is another popular form of video ad. – Key Findings:
• • • • On average, 8% of video ads generate a user interaction. Users click video “Play” button more than they click on image ads. Video ads generate about three times the replay rate as image ads generate clicks through to advertisers’ sites. On average, video ads play two thirds of the way through. Play-through rates do not vary greatly by expandable or standard video ad formats. Video click rates are far higher than image format ads. Users click on video ads about five times as often as they do on image ads.
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Slide 23: The Future of Online Advertising
Adserving with Video Content
Pre-roll adserving….
Advertising on the video:
•The Ad displays for 15 seconds before disappearing •It uses a transparent skin and makes the video pause when viewer engages the creative.
Post-Roll adserving….
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Slide 24: The Future of Online Advertising
Adserving with Video Content
Subtle Video Adserving…
Ticker Advertising…
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Slide 25: The Future of Online Advertising
Future of Online Advertising Widgets: Portable Brand Gateways:
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Slide 26: The Future of Online Advertising
Future of Online Advertising UGC Advertising:
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Slide 27: Online Editorial
Online Editorial – Consumer sites, ie with advertising model – Put magazines on line in 1998 - Gardening365 – Buying print publication and online ad sale balance – Developed content syndication models – Ad sales increased in importance (ex desperatio) – Profit without the stable mate – rocky rocky ride
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Slide 28: State of the Editorial Nation
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Dangers: • The Sapa-fication of Content. Its cheap and easy • The over doing of UGC despite its price Tabloid in style Anemic, undernourished newsrooms – print and online Unique content is limited The Search Engine rewrites – telegraph example So much content out there Its too long, people The pace, inter alia, went to our heads “No money no clowns’ – creativity went with shrinking pockets
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Slide 29: Maybe what we should be doing/Trends
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New Site (Our current experience in launching new UK consumer site) UGC – the right media Tabloid Original Content The Trend to Niche – expertise, bandwidth, Telegraph in UK – online changing the print Columnists – 1999 – drop the random freaks Expert advice – medical, financial, careers Balancing act – the generic with your own audio and video – esp with ad sales models around it
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Slide 30: The Newsroom
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Separate to the print one, despite the plans Format, nature and revenue model dictate that Need serious editorial ability to reformat Immediacy means limited subbing Limited subbing limited original
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Slide 31: The Lot of the Hack
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The immediacy means no respite or reward Home and faster access means 24-7-365 Reduces it to shift work get something up culture Limited credits Thus the industry is a stepping stone
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Slide 32: The CMS
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Our printing press Multiple of platforms Speed and ease of use XML Feed Handling, Mobile Publishing, Search, applications
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Slide 33: THANK YOU
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