what brands & agencies want how to give them what they need
TRANSCRIPT
What Brands & Agencies WantHow to give them what they need
“WHO IS THIS GUY?”
The Advertising Economy
Getting to Know the Digital Media Landscape
SEARCH ENGINES
COMPARISON SHOPPING ENGINES
BRANDED CONTENT SITES
E-COMMERCE SITES
SUBSCRIPTION CONTENT SITES
AFFILIATE ADVERTISING SITES
PORTALS
REVIEW SITES
COUPON SITES
BLOGS
SOCIAL MEDIA SITES
RSS FEEDS
MICROSITESOFFICIAL CORPORATE SITES
NETWORKS
1. Ad Supported
2. Ecommerce
3. Lead Generation
4. Subscription
5. B2B (Fractional or Proportional
Conversions)
5 Ways to Monetize a Website
Attracting and Monetizing Traffic
Ads & Custom Content
Website(s)Landing Pages
Conversion
Search
Ads
Social
Full
Partial
Engagement
Conversions on Publishers (and Advertiser’s) Site
Full Partial Engagement
Ecommerce Download Time on Site
Subscription Fill out Forms (lead Gen)
Page Views
Lead Generation Request Info Watch Video
Like - FB Tell a friend
Follow - Twitter Offline & Events
Share content Post Click visits to advertiser’s site(s)
• What is the value of any of these?• AOV?• LTV?• Part of Lead Recapture?
Direct vs Indirect - The network club:
I’d never belong to a club that’d have me as a member
Groucho Marx
What do Web Publishers and Advertisers Create to Increase Visibility?
1. Website Pages
2. Ads
3. Optimize Websites
4. Bid On Keywords
5. Blogs
6. Social Media (Twitter, Facebook, LinkedIn, etc…)
7. Mobile Site & Apps
8. Videos
Considerations
How much money do you want to make?
What will you sell?
How will you sell it?
Considerations
How much do you value your
inventory? (how much do
advertiser’s value your
brand?)
What kind of inventory will
you make available?
*SOV*Value Add
*Cross-channel Brand
Extensions
Great Online Sellers are Experts in Conducting Needs Assessment
3 Questions to ask:
• Who are you trying to reach?
• What are you trying to
accomplish?
• How will you measure success?
To Bring Traffic that Converts, Advertisers and Agencies Ask For…
• Demographic/Geographic & Psychographic Audience Profile
• Targeting Options
• Scale of Audience
• Ability to Engage Audience with Brand
• Brand Safe Environments
• Accommodates Desired Ad Units and Positions
REQUEST FOR
PROPOSAL
What is the advertiser trying to do?
Reach a Target?
Increase Scale?
Reduce blended or average CPM?
Generate additional traffic to advertiser’s site?
Create a conversion / Partial Conversion or
Engagement?
Drive an offline engagement?
Increase Scale and/or Reduce cost of Conversions?
The Best Digital Sellers….
Uncover the Right Goals
The Best Digital Sellers….
Suggest the Best Fit
The Best Digital Sellers….
Paint the Right Picture
