S7 digital media

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Why digital is so different
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 Digital media
The main use of digital media is to search for
information
Advertising can come into play when a search
engine (e.g. google) displays results and includes
digital advertisements on the results pages
Ads can also appear at social networks and in online
games

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 Digital media
The primary purpose of most digital advertising is to
direct people to online sites that are of interest and
value to them
Some digital ads direct people to branded sites or
online stores where people can learn more about the
products or to make purchase of the product

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 Measurement of online users
It involves large samples as well as technology
There is special software where data are collected
whenever there is individual using the computers
accessing certain web sites
The data are transmitted daily to the measurement
service providers
One of the leader services providers is Nielsen-Net
Ratings

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 Measurement of online users
Many websites track their own statistics using a
system such as Google Analytics, which provides
daily counts of visits to the site, with information on
country of origin, and whether the visitor is new or
returning
It also captures information such as amount of time
spent on different pages of a site
However, there is no demographic information

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 Search engine marketing
Promotes websites by increasing their visibility in
search engine result pages (SERP)
Mainly text based
Include a clickable URL to redirect the online user
to the selected website

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 Display and banner ads
In different size and format
Can be floating
User needs to click somewhere on the ad to be
redirected

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 Online classified
Connect buyers and sellers
E.g. retailers list good deals
Individuals list things they want
to sell
Companies list available jobs

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 Rich media ads
Rich media ads provide an interactive online
experience for the user
E.g. ads can expand and provide a new online
context (a microsite) when users click over or roll
over the ad

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 Mobile apps
Brands create mobile apps for smartphones that
can be downloaded for a personalized brand
experience

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 Content networks
Most online ads are placed through advertising
content networks.These are companies that connect
advertisers to websites that want to host ads.These
companies will aggregate available ad space from
online publishers and match it with advertiser’s
demand

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 Targeted networks
A type of content network that focuses on specific
targeting technologies
Search-based
Contextual based
Behavioral based

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 search-based targeting
Provide users with ads about a brand when a keyword
is used in the search engine
Mixed with results using similar words

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 contextual-based targeting
Provide users with ads about a subject that is of
particular interest to them
Contextual advertising looks at the content
customers look at as they navigate through the
internet

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 behavioral-based targeting
Provide users with ads about a subject that correlates
with an
individual’s past behavior

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How Cookies
work
Digital media is increasingly being
bought programmatically

Supply
Demand
It starts with the DMP
DATA MANAGEMENT
PLATFORM
What the heck is a DSP?
DEMAND SIDE
PLATFORM

Supply –
publisher Demand – advertisers
providing space looking for space to buy
to sell
The SSP responds to the request
SUPPLY SIDE
PLATFORM
 Media planning decisions on digital
advertising
Advertising creative format
Text only
Clickable image
Rich media
Shown on computer, iPad, a
smartphone?
Payment method
CPM (based on impression)
CPC (cost per click, based on
performance)
CPA (cost per action)
27 Bidding on keywords
Standard banner – LREC & Supper Banner

Large rectangle Super banner / Leader board

300 x 250 728 x 90

(Flash, Gif Enabled) (Flash, Gif Enabled)
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 Expandable LREC illustration

Expandable banner

728 x 90  728 x 180

300 x 250  600 x 250

Expand when initiated by user

 Streaming Video

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 Textlin
k

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 Button

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 Floating icon

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 Floating icon

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Slider ad
 It is an Overlay Ad aims to provide advertisers an eye-catching STAGE for product SHOW-OFF
 creative would slide up from bottom right upon loading
Expandable Slider
Catfish ad
• Catfish ad is the latest ad format which is an overlay ad to serve eye-catching
purpose

Catfish ad

When users resize the browser, it resizes itself (with visuals

resized) automatically and still sticks to the bottom of the browser
Click HERE for Demo: KFC Demo
 Key word search

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 Digital
Video
 Short form/pre-roll

 Long form/Full Episode

Players
(FEPs)

 Over-the top
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 Case Reference
https://www.youtube.com/watch?v=u80-iGbaD4o
Huggies – social media programme
https://www.youtube.com/watch?v=A9UqFGKcNWg
&list
=
PLrWy03PcRPMYW7jF_3AbXhXruwbvxAbEh&inde
x=2
Oreo – social media programme

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 In class exercise
Find an interesting social media case for a global
brand outside Hong Kong
provide the link
Describe the case and why do you think it is
successful

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