Digital Media Essentials

Learn the basics of digital advertising, the

ecosystem, definitions relevant to the landscape,
and the different types of data.

D IG ITA L A DVE R T I S I N G

Any form of paid brand message that appears in the digital environment. There are many different ways ads are shown
to people through all the different screens we have available: desktop, mobile, tablet, connected TV and digital out of
home (OOH)*

*Digital Out of Home (OOH)

Digital OOH can be anything from a screen in a taxi to a screen you might see at a gas station.

AD TYPES

D IS P L AY • Display ads are like the billboards of the internet.

• Video ads can be either within other video content either at

VIDEO the beginning, middle or the end of the content. Video ads can
also be on their own.

• Social ads are anywhere within a social network such as

SOCIAL Facebook, LinkedIn or Twitter.

• Audio ads can be heard either through a streaming surface

AUDIO such as Spotify or Pandora and audio ads can also be heard
on podcasts.
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

• Search ads are ads that come up when you search with a
certain phrase or keyword. They are typically the first few ads
SEARCH/LISTINGS that come up after you search for something, but they can also
be at the bottom of the page depending on the circumstance.

N ATIV E • Native ads are ads that fit the look and feel of the page.

Buying/Payment Models

CPM CPC CP L/ CPA

COST PER THOUSAND COST PER COST PER
IMPRESSIONS CLICK LEAD/ACQUISTION

• In this method, if the CPM is
$4.50, it means the advertiser
is paying $4.50 per thousand
impressions.
• Ability to select the best
performing sites and
placements as the campaign
runs
• It can be measured in terms
of clicks and click through rate
(CTR)
• In a cost per click scenario,
it’s measured in terms of what
was delivered from an
impression perspective, how
many clicked on an ad and
how efficient it was for you to
serve those impressions or
eyeballs to people and how
many clicked on it.
• Measured in terms of delivery
& cost efficiency
• This is best used for
campaigns where the main
goal of the campaign is to
drive a sale on the website or
to get a sign-up or lead. In this
scenario, success is
determined by the actual sign-
ups/leads/sales campaign
has generated.
• Suited for transaction/sign-up
based campaigns
• Measured in terms of sign-ups
achieved, cost efficiency
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

NOTES
MEDIA PLANNING
The art and science of placing ads for products
or services.

AD AGENCIES
A service-based business dedicated to creating,
planning, and handling advertising for their clients.
They are generally independent from the advertiser
and provides an outside point to the group.

CLICK-THROUGH RATE (CTR)

The rate percentage of the number of people
who are clicking on the ad.

KEY PERFORMANCE INDICATOR (KPI)

A quantifiable measurement used to measure if the
campaign objective has been met or not.

How can you be successful?

Here are some things to consider:

IDENTIFY
DEFINE DEVELOP AN
OBJECTIVES AND
CAMPAIGN OPTIMIZATION
KPIS PRIOR TO
PARAMETERS STRATEGY
LAUNCH

Ask yourself what the goal of the
campaign is. From there, you can
choose a Key Performance Indicator or
KPI to correlate with your objective.
For example, where would you like this At this stage, start to also think about
campaign to run and for how long? Do how often you want to optimize and
you want people to see your ads 3x what levers you want to start pulling.
every 12 hours? Or more? Think through
these types of questions in your initial
set up so that you can ensure you are
meeting your goals and objectives.
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

3 PRIMARY OBJECTIVES
of a Digital Advertising Initiative

AWARENESS ENGAGEMENT DIRECT RESPONSE

• Placing your message in front of • Encouraging consumer • Driving potential customers to

your consumers to make a
defined difference in consumer
perception.
• Also referred to as branding or
reach, this objective is derived
from the desire to get your ad in
front of as many unique viewers
as possible.
interaction with your brand.
• Any type of interaction with your
brand including a click, shares
on social media or any type of
content you might have
developed.
take a specific action that
you are measuring.
• This can anything from driving a
new lead or a sale on the
website.

NOTES
EXAMPLES OF
CAMPAIGN KPIs

CLICK-THROUGH
RATE (CTR)
A calculation of how many people have seen your ads
then clicked on it.

EFFECTIVE COST
PER CLICK (eCPC)
Measures the efficiency behind your budget and
the volume of clicks your campaign is garnering.

COMPLETION RATE
Completion rate is specific to video. This is an
excellent measurement for engagement

CONVERSIONS
Dives a bit deeper than simple clicks and are a
great lower-funnel metric to track if your
campaign is focused on driving efficient
consumer action as opposed to simply building
awareness
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

Key Performance Indicators

Translating Objectives into Measurable KPIs

CLIENT OBJECTIVE MEASUREABLE KPIS

Awareness Impressions, Video Completion Rate

Traffic eCPC, CTR

Consumer Action Conversions, eCPA

NOTES
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

Pixel Strategy Outline

Follow the path to conversion and tell a story through your pixels:

Click On Check Out Page Thank You

Shop Garretts
CONVERSIONS: Initial Interest Specific Popcorn Advanced Interest Confirmation Page
Initial Interest Upsell & Cross-sell
opportunities

RETARGETING: Homepage Click on Check out page Thank you

specific popcorn confirmation page

Digital Channels

VIDEO AUDIO NATIVE SOCIAL DISPLAY SEARCH

Sound, sight, and Pure play and Increasing in Provides The most Channel most likely
motion to attract terrestrial popularity as opportunity to prominent to capitalize on
a user’s attention radio brands look for build, connect digital channel consumers closet
streaming more ways to and engage to performing the
Industry shifting Ability to create requested action
online push content to with
from TV spots to custom or rich
consumers consumers
digital video to media units Critical interception
align with user for added and capturing
behaviors engagement consumers looking
for your brand
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

NOTES

PROGRAMMATIC ADVERTISIN G

1 PROGRAMMATIC
A broad term representing automated
technology infrastructure that enables
media buying.

2 RTB
Stands for Real-Time Bidding and is one of
many media buying methods.

3 EXCHANGE
A digital marketplace that enables
advertisers and publishers to buy and sell
ad inventory.

4 SSP
Supply Side Platform. A selling platform that
provides yield management capabilities to
publishers, enabling them to sell their inventory
via exchanges.

5 DSP
Demand-Side Platform. A buying platform that
enables advertisers to buy inventory from
exchanges while integrating audience data via
RTB.
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

NOTES

PROGRAMMATIC ADVERTISIN G

6 TRADING DESK
A combined effort of computer
automation/bidding and human touch.

DMP
7
Data Management Platform. A unifying data
platform that collects, organizes, and activates
first- and third-party audience data from
multiple sources.

PROGRA MMATIC VS
TRADITIONAL

PROGRAMMATIC TRADITIONAL

• Dynamic CPMs and fluid • CPM and impression levels

impression levels set during the RFP stage

• Heavy workload post-sale • Heavy planning work done

as optimizations take upfront based on media
place based on live data research tools and sales
presentations

• Fluid budgets allow for • Optimization into other sites

immediate optimizations and tactics require a new IO
without an IO
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

Sellers Buyers

NOTES
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

OPEN MARKETPLACE

MANY PUBLISHERS UNRESERVED AUCTION ALL BUYERS

Inventory Pricing Number Of Buyers

PRIVATE MARKETPLACE

AUCTION WITH
SELECT PUBLISHERS UNRESERVED PRICE FLOORS SELECT BUYERS

Inventory Pricing Number Of Buyers

NOTES
BENEFITS OF PMPs

AUTOMATION

Access to publisher first-party data

ANALYTICS
Inventory such as publisher’s homepage or packages
that are not available through the open marketplace

TARGETING
Access to high impact units

REAL TIME
Expand audience from a previous campaign
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

NOTES
DATA TYPES

FIRST-PARTY DATA
Data that is owned by the brand or by you. It’s
data you have gathered about your customers.

SECOND-PARTY DATA
Data that users aren’t giving you directly but
that you are obtaining through a direct
relationship with another entity.

THIRD-PARTY DATA
Data owned from the other web properties or
offline data. It is collected via third-party DMPs
and sold to publishers by data companies.

FINDING YOUR AUDIENCE

RUN OF An upper funnel tactic used to increase reach and target a broad
audience.
NETWORK

RETARGETING Reach online users who have visited your site or clicked on your ad.

HYPERLOCAL Target audiences based on latitude or longitude coordinates, specific

TARGETING locations, distance or mobile in-app users.
 Digital Media Essentials
Learn the basics of digital advertising, the
ecosystem, definitions relevant to the landscape,
and the different types of data.

Target a website with content that matches specific topics — ads can
CONTEXTUAL appear on sites that may or may not index as target topic.

Target specific mobile apps to target people while they browse via
MOBILE APPS mobile phones and/or tablet devices.

Reach audiences that look like audiences that have already converted
LOOK-A-LIKE on your campaigns.

THIRD-PARTY Target various audiences based on demographic, interest, intent, or

DATA INTEGRATIONS B2B profiles from a number of data providers.

IN-EMAIL Ad placements are in email newsletters and inventory is considered of

CAMPAIGN high quality

NOTES