DIGITAL 101

JAN 2019
 TODAY’S CONTENT

Digital trends
Terminology
Planning based on objectives
Formats
Display
Video
Social
Buying Methods
Search
Ad verification BAV
Ad serving
Quiz

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 DIGITAL IS BIG

3
 ASIA HAS THE HIGHEST MOBILE PENETRATION…
Mobile Penetration (%)

Hong Kong

Taiwan

Korea

Singapore

Malaysia

Thailand

Australia

Italy

Europe

- 50.00 100.00 150.00 200.00

4 SOURCE: WeAreSocial 2017
 DIGITAL IS GROWING YOY

E-commerce and digital adex $bn

250 3,000

2,500
200

2,000
150
Digital (left scale)
1,500

100
E-commerce 1,000

50
500

0 0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Source: GroupM State of Digital 2018 and This Year Next Year Worldwide, December 2017

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Digital advertising 57.0 66.3 76.8 88.6 102.3 119.4 141.3 163.5 182.3 202.8
E-commerce 282.0 332.0 397.1 704.8 924.4 1,214.7 1,498.2 1,793.9 2,104.9 2,421.6

5
 DAILY TIME SPENT ON SOCIAL ACROSS ALL MARKETS
(2018)

6 SOURCE: WeAreSocial 2017 & 2018

 TERMINOLOGY

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 GLOSSARY

Cookies: A cookie is a piece of code that is set by a site or ad company or technology company on a user’s browser that
stores anonymous information about a user’s browsing habits

SSP: Supply Side Platform, it is a technology platform to enable web publishers to manage their
advertising space inventory, fill it with ads, and receive revenue

DSP: Demand Side Platform, it is a system that allows buyers of digital advertising inventory to
manage multiple ad exchange and data exchange accounts through one interface

Adserver: 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. Ad servers are divided into two types: Publisher ad servers and advertiser (or third
party) ad servers

Ad Exchange: Technology platform that facilitates the buying and selling of media advertising
inventory from multiple ad networks

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 GLOSSARY

DMP: Data Management Platform, software for managing online advertising and customer data.

Pixels/tags: ad tag is a code snippet that has to be inserted within the HTML code of a
webpage where an ad is due to be displayed. It collects information about who the user is via
the cookie

RTB: Real Time Bidding is a means by which advertising inventory is bought and sold on a per-
impression basis, via programmatic instantaneous auction, similar to financial markets

Lookalike: a cookie that resembles another cookie which has similar attributes. For example
they're both of the same geo, mobile device and browser, and interests

Contextual: The context and environment of where the ad is shown.

Retargeting: Having identified a cookie, and showing that cookie another ad again.

Device ID: It is a distinctive number associated with a smartphone or similar handheld device
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 GLOSSARY

Viewability: Online advertising metric that tracks only impressions that are seen by users

Non Human Traffic: Artificial web traffic generated by bots, unknown browsers and automated
impressions.

# of Impressions: Impressions are the number of times your content is displayed.

CPM: is the cost required for thousand impressions

Video Views: viewed of three seconds or more and will appear for all videos, including those that play automatically as
people scroll through News Feed

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 GLOSSARY

# of Clicks: actual # of clicks on your ad

CTR: Indicates the effectiveness of an ad in acquiring clicks = Clicks / Imp

CPC: Cost required for acquiring one click of ads

Bounce rate: the % of visitors who enter the Fendi site and then leave rather than continuing to view other pages within
the same site

ROAS: Revenue divided by spend

Purchase intent: e.g. # of visitors to your store locator page

Unique reach: % of users who have viewed an ad among the total audience (note: to avoid spill over of impression
delivery use internet population rather than site target audience)

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 GLOSSARY

Awareness: Brand awareness is the level of consumer consciousness of a company. It measures a potential customer's
ability to not only recognize a brand image, but to also associate it with a certain company's product or service

Engagement: It;s the process of forming an emotional or rational attachment between a consumer and a brand directly
engages consumers and invites and encourages them to participate in the evolution of a brand or brand experience.

Conversions: A marketing tactic that encourages a customer to take a specific action. It often describe the act
of converting a customer who browses your site to a paying customer.

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 Definition True or False

1. CPA = cost required for a desired action/acquisition to be made True or False

2. Rich Media advertising uses advanced technology eg video, games that people can instantly interact with True or False
3. Frequency is the number of times a user see an ad True or False
4. CPM = Click per Million True or False
5. Total budget divided by a thousand impression is CPM formula True or False
6. GDN (Google Display Network) can also serve text ads True or False
7. Landing page could be websites, facebook pages, and youtube channels True or False
8. Ad Interaction is any action made on a search ad True or False
9. Adwords is a tool on Search True or False
10. Bounce rate counts people who land on a web page and then immediately leave True or False
11. We can target user based on their mobile phone operating system True or False
12. Impression is an intensity scale of an ad True or False
13. Owned Media is platform where brand has full control True or False
14. CTR measures the % of people who see an ad and then click on it True or False
15. An example of paid media is number of likes generated by facebook ad in facebook fanpage True or False

16. Banner impressions are sold/bought on a CPM basis True or False

17. Unique visitors or users is the metric used to measure audiences accessing web sites True or False

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 PLANNING BASED ON
OBJECTIVES:

AWARENESS,
ENGAGEMENT,
CONVERSIONS

ALIGNING KPIs UNDER

THESE BUCKETS

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 ROLES AND RESPONSIBILITIES OF KEY
STAKEHOLDERS
Social Listening
Client Media Agency Data Agency
Agency

The client’s marketing The media agency is in The data agency is The social listening agency
manager responsible for a charge of helping build a providing service in site- gathers & complete
specific campaign is in comprehensive, multi- centric tracking and specific campaign
charge of the agency channel media strategy. global reporting. briefing.
briefings, validating the
mix and creatives and From campaign design, to They contribute to the They will understand and
data collection (KPIs, campaign reporting, definition of the naming validate client’s market
naming policies…) and through campaign run and conventions, provide need, translate it into the
reporting specifics. optimization, the media technical guidance for utm right social listening tool
agency is client’s main tracking (URL parameter) setting for a proper data
media partner. as well as on-site web collection (Query
analytics tracking. updates, KPIs verification)
and reporting specifics

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 CAMPAIGN DEVELOPMENT FLOW

Campaign Preparation Campaign Run Post-Campaign

Prepare and present
Develop and share media plan Launch Campaign post-campaign report
Developing (Creative agency+ client)
Campaign Idea

Artwork production Post-launch, validate data Prepare and present post-

Setting Campaign and trafficking integrity campaign report
Objective &
Defining KPI
Validate Media Set up Social Analyze & optimize
Plan and Prepare Campaign and
Social listening campaign performance Key
tracking URLs Listening
agency to provide stakeholders:
brand intelligence Assist with media tracking (URL, Campaign Assist Media Agency Social
e.g. audience profile Naming) on new creative orders Listening Client
for optimization Agency
Media
Media Brief to Data Agency
Agency
Agency Prepare Campaign for launch
Analyze social impact and Creative
report to media agency Agency

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TO PLAN A DIGITAL CAMPAIGN, WE NEED TO DEFINE
OUR OBJECTIVES

1 What are we
trying to
accomplish?
2 Where are
we directing
people?
 DIGITAL OBJECTIVES FRAMEWORK

AWARENESS ENGAGEMENT CONVERSION

Raise visibility of Encourage product Drive conversion

a product interaction with (redemption or sign-up)
consumers
1. New product that 1. Generate excitement 1. Call-for-action specific
unknown to the market and learn about feature campaign
of the product/campaign
2. Product introducing to a 2. Product redemption or
new segment 2. Drive participation event registration

3. High competition of a 3. Get more information on 3. E-Commerce

product, fight for top of campaign site
mind
4. Campaign site or brand
site that provide more
information

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DISPLAY & VIDEO ADS CAN DRIVE VARIOUS OBJECTIVES

1 What are we
trying to
accomplish?
AWARENESS
Generate significant exposure
to specific audience
ENGAGEMENT
Brand involvement and active
interest in content
CONVERSION
Trial, up-sell, cross-sell

2 Where are we
directing
people?
Campaign Landing
Page or YouTube
Channel
Product Page
Ecommerce page or
purchase-intent page
 HOW DO WE MEASURE PERFORMANCE?

1 What are we
trying to
accomplish?
AWARENESS
Generate significant exposure
to specific audience
ENGAGEMENT
Brand involvement and active
interest in content
CONVERSION
Trial, up-sell, cross-sell

2 Where are we
directing
people?
Campaign Landing
Page or YouTube
Channel
Product Page
Ecommerce page or
purchase-intent page

3 How do we
measure
performance?
Reach/Video Views Clicks/Traffic
Sales or Purchase
Intent

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 WHAT ARE THESE MEASUREMENTS?

AWARENESS ENGAGEMENT CONVERSION

Generate significant exposure Brand involvement and active Trial, up-sell, cross-sell
to specific audience interest in content

3 How do we
measure
performance?
Reach/Video Views Clicks/Traffic
Sales or Purchase
Intent

Unique reach: % of users who # of Clicks: actual # of clicks on Purchase intent: e.g.
Video Views: viewed of three Bounce rate: the % of visitors
ROAS:
have viewed an ad among the total your ad # ofRevenue
visitors todivided
your
audience (note: toseconds
avoid spillor more
over of and will who enter the Fendi site and
by then
spend
CTR: Indicates the effectiveness store locator page
appear
impression delivery for all videos, including
use internet leave rather than continuing to
of an ad in acquiring clicks =
populate rather than site that
those targetplay automatically view other pages within the same
audience) Clicks / Imp
as people scroll through News site
CPC: Cost required for acquiring
Feed
Cost per reach: is the cost required one click of ads
to reach 1000 people

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 FORMATS

DISPLAY, VIDEO,
SEARCH ACROSS
PLATFORMS

22
 DISPLAY

23
 WHAT ARE DISPLAY
AD FORMATS?
THESE ARE
STANDARD IAB
FORMATS FOR 2018

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 HOWEVER, BECAUSE OF ASIA’S HIGH MOBILE
PENETRATION…
Mobile Penetration (%)

Hong Kong

Taiwan

Korea

Singapore

Malaysia

Thailand

Australia

Italy

Europe

- 50.00 100.00 150.00 200.00

25 SOURCE: WeAreSocial 2017
 The formats should look like this

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 WE SPLIT THE FORMATS INTO CATEGORIES

Banner Ads Interstitials Native Ad Video Ads

27 SOURCE: Lorem Ipsum, 2017
 VIDEO

28
HORIZONTAL AND VERTICAL VIDEO FORMATS

Horizontal
Vertical videos
videos
100% of screen
Use around 25
to 50% of screen
screen
 SOCIAL

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THE SOCIAL LANDSCAPE...TODAY

CHAT VIDEO/STORIES NEWS/FORUMS FUNCTION GAMING

OUR FOCUS FOR THIS TRAINING

VIDEO/STORIES
 FACEBOOK AD FORMATS
VIDEO CAROUSEL COLLECTION IMAGE SLIDESHOW CANVAS

Show off product Showcase up to Encourage shopping by Drive people to Use motion, Let people open a
features, and ten images or displaying items from destination sound and text full-screen, mobile-
draw people in videos within a your product catalogue websites or apps to tell your story optimised
with sound and single ad, each – customised for each through high- beautifully on experience instantly
motion. with its own link. individual. quality visuals. any connection from your ad.
speed.
FACEBOOK OFFERS ONE OF THE DEEPEST DIGITAL
AUDIENCE TARGETING TODAY
GENERALLY,
BenefitWE
fromHAVE 3 TYPES
our platforms OFpotential
targeting AUDIENCES
by leveraging all
2 our three targeting options: core audiences, custom
audiences, lookalike audiences

Core Audiences Custom Audiences Lookalike Audiences

Ex : Interests in Luxury Ex : CRM or Website visitors Ex : People similar to
your website visitors
ü Tailored general audiences ü Personalized audiences ü Personalized audiences
 HOW DO WE MEASURE FACEBOOK PERFORMANCE?

1 What are we
trying to
accomplish?
AWARENESS
Generate significant exposure
to specific audience
ENGAGEMENT
Brand involvement and active
interest in content
CONVERSION
Trial, up-sell, cross-sell

2 Where are we
directing
people?
FB IG Photos Videos
Stories
To client website, to
Facebook
canvas/Carousel
FB IG Link, Carousel,
Collection

3 How do we
measure
performance?
Reach/Video Views
Outbound clicks,
Facebook ad unit
engagements
Sales or Conversion
Value

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 BUYING METHODS
IO OR BIDDABLE

37
HOW WE BUY MEDIA

IO Based Audience Buys

Network Buys
Or Reserve Buys or Programmatic

Client Client Client

PUBLISHER
AD
NETWORK

PUBLISHER PUBLISHER

PUBLISHER

CONSUMER

PUBLISHER PUBLISHER
 HOW AUDIENCE BUYS WORK: BIDDING & INVENTORY
Step 2: Ad
server:
Yes Advertiser Ad
AD PMP
No
“Do I have a
guaranteed
impression?”

Step 3 – PMP:
“Hey, DSP’s – we
Step 1: DATA KNOWN: have someone!”
Users Luxury Fashion
request website
Tokyo geo
web page
Weekend AUCTION
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 THE AUCTION & REAL TIME BIDDING Data Known –
Luxury Fashion
Website
Tokyo geo
¥95 pass ¥47 ¥210 Weekend

Client is a
fashion
company

DSPs
Client is
Client is an based in
fashion
Client is based F&B client Tokyo and has
company
in Germany based in prior learning
based in
Tokyo that users
Tokyo
respond to its
ads best on
the weekend

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¥96
 HOW AUDIENCE BUYS WORK: BIDDING & INVENTORY
Step 2: Ad server:
Yes
Advertiser Ad

No Exchange
“Do I have a
guaranteed
impression?”

Step 3 – Exchange: “Hey,

DATA KNOWN: DSP’s – we have
Luxury Fashion someone!”
website DSPs: “who
Tokyo geo is this? Do we
Step 1: Users ¥95 pass ¥47 ¥210
request web page Weekend want to bid?”

AUCTION
¥96
Step 4: Highest bidding DSP
wins the ad impression, delivers DMP
creative
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 SEARCH

42
 SEARCH MARKETING= SEO (ORGANIC) + SEA (PAID)

SEA or paid search results

is advertising, triggering
against selected (bought)
keywords, increasing
visibility and enabling a
controlled message

SEO or organic search

results are natural,
triggering through search
engine algorithm, based on
relevance of contents and
webpages.

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 HOW DOES SEARCH AUCTION WORK?

It starts with keywords.

Keywords are words/phrases

you bid on…

…that specify which user searches…

…you want your ads to show on.

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 HOW SEARCH ENGINE ADVERTISING WORKS
Ad Impression → Click → Landing Page
Query matched to a keyword in Ad relevance influences click through rate
your search campaign 4
2
6

Search Engine Results

User engagement
Search Engine on the landing
User types ina page depends
search query on content
1 3 5 relevance and
user experience.

Triggered ad shows
up on the search
page

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 How can we buy?

Pay Per Click (PPC) model. Only pay when

someone clicks on your ad.

Cost Per Click (CPC) is used to describe

how you’re being charged. These termsare
often used interchangeably.

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 AWARENESS EXERCISE
Fill in the blank cells
Impressions Impressions Unique Users Average Ad
Case CPM Total Budget Media Value
Booked Delivered Delivered Frequency
$
Eg 2,000,000 1,600,000 500,000 3.2 $30,000 $24,000
15
$
A 1,200,000 1,140,000 800,000
12
$
B 800,000 660,000 550,000
16
$
C 500,000 475,000 250,000
20
Total

How do you calculate a CPM?

How do you calculate Media Value?

47
 ENGAGEMENT EXERCISE
Fill in the blank cells
Content
Ad Ad Interactions Content
Case Interactions Rate Total Budget CPE
Interactions Rate (%) Interactions
(%)

eg 325,000 36.10% 275,000 91.66% $15,000 0.05

B 200,000 41.66% 180,000 80.00% $10,000

C 500,000 29.16% 475,000 66.66% $12,000

D 125,000 35.71% 75,000 72.50% $40,000

How do you calculate CPE?

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 CONVERSION EXERCISE
Fill in the blank cells
Click Through Conversations /
Case Clicks Total Budget CPC CPA
Rate (%) Actions

eg 10,000 0.50% 800 $15,000 1.5 18.75

B 5,000 0.45% 550 $11,000

C 4,500 0.33% 400 $5,000

D 2,500 0.44% 125 $4,000

How do you calculate CTR?

How do you calculate CPC?

How do you calculate CPA?

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 AD VERIFICATION (BAV)

50
 THE THREE HOT TOPICS

Brand Safety Ad Fraud Viewability

Are your ads appearing against Are you serving your ads to non- Do your ads have an opportunity to
unsavory content? humans/ bots? be seen?

Brand safety is ensuring the right Manipulating the serving or An ad that cannot be seen has no value
context measurement of ads to inflate counts

51 SOURCE: Lorem Ipsum, 2017

BRAND
SAFETY The Classics
Other Considerations
Market or PR-specific
Avoided by default
SETTING
DEFAULTS
AND
TOLERANCE
LEVELS

The Shades of Grey

Tolerance level should be set by Advertiser / Brand
 SOME OF THE MANY TYPES OF AD FRAUD

Domain Spoofing Ad Stacking Location Fraud Non Human Traffic

User – agent Spoofing Measurement Manipulation Falsified Viewability Cookie Stuffing

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VIEWABILITY

CURRENT
INDUSTRY
STANDARD
IS 50% FOR
1 SEC
 ENHANCED GROUPM VIEWABILITY STANDARDS

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 AD SERVING

56
WHAT IS AN AD SERVER?

A technology service that

places ads on websites

• Serves Ads

• Tracks all online

advertising

• Monitors campaign
progress
DIFFERENCE BETWEEN AD SERVING AND AD
TRACKING

AD SERVING TRACKING (1X1 AND CLICK)

•Ad is served via the ad server Publisher websites have control of serving the ads as
people land on their site – this is used for non-
•Ad server holds the information about what ad to standard formats such as skins, bespoke builds etc.
serve to individual users

•Easier – dealt with in one system

(Reporting impressions and clicks is inline with rest
•Can amend creative in the back end of ad-served buy)

•Must be used for programmatic

 QUIZ

59
 MATCH THE FOLLOWING JARGON TO DEFINITIONS
O O
COOKIES Supply Side Platform, it is a technology platform to enable web publishers to manage their advertising space inventory, fill it with ads, and receive revenue.

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
SSP O O
advertising campaigns. Ad servers are divided into two types: Publisher ad servers and advertiser (or third party) ad servers.

O O
DSP Technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.

ADSERVER O O
Data Management Platform, software for managing online advertising and customer data.

O O
AD EXCHANGE A piece of code that is set by a site or ad company or technology company on a users browser that stores anonymous information about a users browsing habits.

Demand Side Platform, it is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one
DMP O O
interface.

O O Real Time Bidding is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial
PIXELS/TAGS
markets.

O O
RTB A cookie that resembles another cookie which has similar attributes. For example, they're both of the same geo, mobile device and browser, and interests.

O O Ad tag is a code snippet that has to be inserted within the HTML code of a webpage where an ad is due to be displayed. It collects information about who the user is via
LOOKALIKE
the cookie.

O O
CONTEXTUAL Having identified a cookie, and showing that cookie another ad again.

O O
RETARGETING The context and environment of where the ad is shown.

O O
DEVICE ID Artificial web traffic generated by bots, unknown browsers and automated impressions.
O O
VIEWABILITY It is a distinctive number associated with a smartphone or similar handheld device.

NON HUMAN O O
60 TRAFFIC Online advertising metric that tracks only impressions that are seen by users.
THANK YOU