Digital: The bare minimum you need to know to

sound like you know what you’re talking about.

20.11.09

What we’ll cover

• Technology basics

• The right tools

• Interactive process

• Websites

• Display ads (web banners)

• Q/A

The digital framework

• Platforms: PC, Mac, Linux

• Browsers: Explorer, Firefox, Safari, Chrome etc.

• Colour space: RGB for anything onscreen NOT CMYK

• Resolution: 72dpi NOT cm/pts/em

• Image file format: jpg/photos vs gif/graphics

• Compression

• Bandwidth

• Audio/video

The right tools for the job

Where do I go? Who do I talk to?

How much will it cost?

How long will it take?

How much is all the tea in China?

How long is a piece of string?

Websites: How do I make one?

Websites: Jargon

• HTML: HyperText Markup Language

• CSS: Cascading Style Sheets (CSS Zen Garden)

• IA: Information Architecture

• UI: User Interface (GUI: Graphical User Interface)

• SEO: Search Engine Optimization

• SEM: Search Engine Marketing (paid search, pay-per-click)

• Analytics: Measuring interactivity

• “The Fold”: Mythical line that no-one crosses (allegedly)

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Websites: Technologies

• Static HTML: Hardcoded site, not dynamic

• PHP: Open source dynamic programming language, runs on

Apache/Linux servers

• ASP/.NET: Microsoft proprietary language, runs on Windows

servers

• AJAX: Asynchronous JavaScript And XML (client side

processing)

• RIA: Rich Internet Application (Flash, Silverlight), write once/run

anywhere

• Database: Information storage and retrieval

Websites: Examples

• Static vs. Dynamic (CMS: Content Management System)

• Hybrid vs. Uniform Technologies

• Fixed vs. Liquid Layout

Display: How do I run one?

Display: Jargon

• Traditional: Conventional banner placements, fixed dimensions

• Rich Media: More interactivity/media options (expandables)

• CPM: Cost Per Mille (1000)

• CPC: Cost Per Click

• CTR: Click-Through Rate

• Impression: Single display incident of a banner

• Publisher: Site where the banner is displayed

• Ad network: 3rd party that serves banners to client sites

• Roadblock: Multiple placements working together

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Display: It takes all sizes

Display: How to read a media plan

Site Area Format Total Impressions CPM Total Cost

Integrated content on site Site section built for FR NA

Run of site inventory Leaderboard/MPU/Skyscraper 1,000,000 9,375

Email Promotion HTML 220,000

Run of site Leaderboard/MPU/Skyscraper 800,000 6.25 5,000

Run of site Skyscraper 1,800,000 7.50 13,500

Homepage Leaderboard/MPU 450,000 10.00 4,500

20% Bonus Mix of formats 563,000 NA

Run of site 920,000

20% Bonus inventory 184,000

TCM sites Examiner/BreakingNews/Post.ie Leaderboard/MPU/Skyscraper 1,150,000 6.25 7,188

Vehicle/Property Logo - Est Clicks 1,500 c. 4,800,000 2,500 p/m

Bonus run of site inventory & entry in ezine Sky/MPU/Leader 600,000 NA

HP Button 1,600,000 1.90 3,040

Skys, Leaders, MPU's 2,400,000 1.90 4,560

Gumtree.ie Regionally targeting Cars, Jobs and Community Skyscraper 1,800,000 1.90 3,420

eBay Irish traffic only Leaderboard/MPU 1,800,000 2.50 4,500

Relevant forums Mix of inventory 2,000,000 3.75

Home Page Button Image - Est Clicks 1,940 c. 9,600,000 NA

20% Bonus inventory Mix of inventory 400,000 NA

Sponsorship of Photo Views (4 mo for price of 3) Logo - Est Clicks 4,800 c. 120,000,000

ROS Inventory Leaderboard/MPU/Skyscraper 2,600,000 4,150 p/m

Rent.ie Leaderboard/MPU/Skyscraper 600,000

Properties valued under 500k 1,000,000 2.50 2,500

10% Bonus inventory 100,000 NA

Rollercoaster/EU Mom Run of site Leaderboard/Island 400,000 6.25 2,500

Schooldays.ie Run of site Skyscraper/Leaderboard 300,000 6.90 2,070

IrishRail.ie Run of site Leaderboard/Skyscraper 1,000,000 8.50 8,500

Carzone.ie/Autotrader.net Run of site Banner 526,000 10.50 5,523

Ryanair Irish traffic only MPU/Skyscraper 1,200,000 7.50 9,000

Independent.ie network Herald, Regionals & Independent.ie Leaderboard/MPU/Skyscraper 1,600,000 6.25 10,000

Orbit Network Sports/News/Celebrity Leaderboard/MPU/Skyscraper 2,000,000 2.50 5,000

Daft.ie 12,450

MyHome.ie Sky/MPU/Leader

DoneDeal.com 10,000

TV3.ie Leaderboard/MPU/Skyscraper 8.15 7,498

BuyandSell.ie

Property, DIY & Construction, Home & Furniture,

Farming and Swap Shop; Bonus of Info Page & Ezine

entry

Boards.ie 7,500

Eircom.net

RTE.ie

Display: Examples

• Traditional

• Leaderboard

• Skyscraper

• MPU

• Interactive Advertising Bureau: Standards, Guidelines & Best Practices

• Rich media

• Expandable

• Video

• Takeover

• Roadblock

Now go forth and digitize.

Thanks!