Digital_101

Created by: Nkateko Mongwe

This presentation is a basic introduction to Digital Media.

The Internet is becoming

the town square for the

global village of tomorrow.

- Bill Gates

http://bit.ly/1Bnkodw

DIGITAL MEDIA: VIDEO

http://bit.ly/1Bnkodw

HOW IS DIGITAL TRAFFIC MEASURED?

Google Analytics (GA) = GA enables Web masters and site owners to

freely access Web analytics data.

Google Analytics tracks visitors through your site and also tracks the

performance of your marketing campaigns.

Source: Webopedia


Google Analytics is a service offered by Google that generates

detailed statistics about a website's traffic and traffic sources and

measures conversions and sales. It's the most widely used website

statistics service.

The basic service is free of charge and a premium version is available for

a fee.

Google Analytics can track visitors from all referrers, including search

engines and social networks, direct visits and referring sites. It also tracks

display advertising, pay-per-click networks, email marketing, and digital

collateral such as links within PDF documents.

Source: Wikipedia


Effective Measure (EM) = Effective Measure is an online Audience

Measurement tool, headquartered in Australia, with offices in Dubai,

London, New York, Melbourne, Sydney and Singapore.

Effective Measure combines demographic information with site data.

Effective Measure's user information comes from a combination of

online panel, census based page tagging and online survey.

Effective Measure has grown rapidly in the 5 months since commercial

launch, and now claims over 95 million people in their audience

measurement network.

Source: Crunch Base

HOW IS DIGITAL TRAFFIC MEASURED? THE DIFFERENCE

GOOGLE ANALYTICS (GA) EFFECTIVE MEASURE (EM)

1 Tracks your website Tracks many websites

2 Tracks your website in real-time Measures audience in more detail

3 Measures web analytics data such as user paths, conversions, individual pages or bounce rates.

Reports top line media metrics (Page Views, User Sessions, Unique Visitors and frequency / Engagement) that are relevant to advertisers and is an industry digital media planning tool.

WHAT IS DIGITAL MARKETING?

If marketing creates and satisfies demand, digital marketing drives the

creation of demand using the power of the internet, and satisfies this

demand in new and innovative ways.

The internet is an interactive medium. It allows for the exchange of

currency but more than that it allows for the exchange of value.

Source: eMarketing 5th Edition , 2014

WHAT IS DIGITAL MARKETING?

Digital marketing is marketing that makes use of electronic devices

(computers) such as personal computers, smartphones, cellphones,

tablets and game consoles to engage with stakeholders.

Digital marketing applies technologies or platforms such as websites, e-

mail, apps (classic and mobile) and social networks. Social Media

Marketing is a component of digital marketing.

Source: Wikipedia, 2014

WHAT IS DIGITAL ADVERTISING?

Digital advertising, uses the Internet to deliver promotional marketing

messages to consumers.

It includes email marketing, search engine marketing, social media

marketing, many types of display advertising (including web

banner advertising), and mobile advertising.


WHAT IS DIGITAL ADVERTISING?

Like other advertising media, online advertising frequently involves both

a publisher, who integrates advertisements into its online content, and

an advertiser, who provides the advertisements to be displayed on the

publisher's content.

Other potential participants include advertising agencies who help

generate and place the ad copy, an ad server who technologically

delivers the ad and tracks statistics, and advertising affiliates who do

independent promotional work for the advertiser.


Innovation needs to be part of your

culture. Consumers are transforming

faster than we are and if we don’t

catch up, we’re in trouble -

Ian Schafer

DIGITAL METRICS / DIGITAL TERMS

Source: Effective Measure

Average Page Duration (APD) = The average time spent on each page

during a Unique Browser's session within the site.

Average Page Views Per Session (APVPS) = The average amount of Page

Views generated during a User Session.

Average Daily Unique Browsers (Ave Daily UB) = The average of the Unique

Browsers per day in the reporting month.

Average User Session Duration (ASD) = The total average time spent by

a Unique Browser on the site per User Session.

Frequency (Freq.) = Frequency measures how often visitors come to a

website. It is calculated by dividing the total number of User Sessions (or

visits) by the total number of Unique Visitors. Sometimes it is used to

measure the loyalty of your audience.



Home page = The page designated as the main point of entry of a website

(or main page) or the starting point when a browser first connects to the

Internet

IAB = The Interactive Advertising Bureau (IAB) is the peak trade association

for online advertising in a number of countries.

Network = An online advertising network or ad network that connects

advertisers to web sites that want to host advertisements.

Page = Multimedia document, consisting of files delivered by one or more

servers, and presented in the user's browser window. Files are presented in

one or more frames (visual subdivisions of a page).

Page Views (PV) = Page Views are the number of pages played based on

a specific date range from all the unique browsers that visit your site. Every

time a user clicks on a link inside your site, or refreshes the page, it counts

as one Page View.



Sessions / Visits = A series of one or more Page Views, served to

one browser, which ends when there is a gap of 30 minutes or more

between successive Page Views for that browser.

Site = Site is the consolidation of multiple URL's associated with a domain

name. A URL is considered a site based on the absence of forward slashes

in its name and that it general ends in and is associated with

a domain name.

Time Spent = The average total time spent by a user during the reporting

time period, either hourly, daily, weekly or monthly. Reported as an

aggregated average of all users.

Unique Audience (UA) = Unique Audience represents the number of

individual people who have visited site with in the selected period.



Unique Browsers (UB) = Each web browser (or device) visiting an audited

site is assigned a unique cook ID to help determine browser uniqueness.

This metric displays the number of Unique Browsers that visited a site within

the selected reporting period.

Unique Visitors (UV) = A unique visitor is a statistic describing a unit of traffic

to a website, counting each visitor only once in the time frame of the

report.

Universe = The total population of audience being measured.

URL = Uniform Resource Locator, the addressing system used in the World

Wide Web and other Internet resources.

Visits = Visits are the number of Internet sessions that occurred in the

specified date range. A browser/visitor may re-visit a site multiple times in

the specified date range, that's why Visits will always be higher than the

Unique Browsers.

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Digital Media Channels:

SEO

Search Advertising

Online Advertising

Affiliate

Video Marketing

Social Media

Email Marketing

Mobile

TYPES OF DIGITAL MEDIA CHANNELS:

Source: marketing 5th Ed, 2014

Source: searchland.com

TYPES OF DIGITAL MEDIA CHANNELS: SEO

SEO stands for “search engine optimization.” It is the process of getting

traffic from the “free,” “organic,” “editorial” or “natural” listings on

search engines. All major search engines such as

Google, Yahoo and Bing have such results, where web pages and other

content such as videos or local listings are shown and ranked based on

what the search engine considers most relevant to users. Payment isn’t

involved, as it is with paid search ads.

Tactical use: Customer retention and acquisition

search engine optimization

TYPES OF DIGITAL MEDIA CHANNELS: SEARCH

ADVERTISING

Method of using ads that will show up when an internet user types in

specific key words or phrases in search of a product or service. Typically

used a great deal in online/internet marketing.

Tactical use: Sales, customer retention and acquisition

Source: searchland.com


TYPES OF DIGITAL MEDIA CHANNELS: ONLINE

ADVERTISING

Online advertising covers advertising in all areas of the internet – ads in

emails, ads on social networks and mobile devices and display ads on

normal websites.

Tactical use: Branding and acquisition

Source: Webopedia

TYPES OF DIGITAL MEDIA CHANNELS:

AFFILIATE MARKETING

An automated marketing program where a Web advertiser or merchant

recruits webmasters to place the merchant's banner ads or buttons on

their own Web site. Webmasters will receive a referral fee or commission

from sales when the customer has clicked the affiliate link to get to the

merchant's Web site Web site to perform the desired action, usually

make a purchase or fill out a contact form. The most common types of

affiliate programs include pay-per-click, pay-per-lead, and pay-per-

sale.

Tactical use: Sales and branding


TYPES OF DIGITAL MEDIA CHANNELS: VIDEO

MARKETING

Video marketing involves creating video content. This can either be

outright video advertising or can be valuable, useful, content

marketing.

Tactical use: Branding, customer, retention and value creation


TYPES OF DIGITAL MEDIA CHANNELS: SOCIAL

MEDIA

Social media also known as consumer-generated media is media (in the

form of text, visuals and audio) created to be shared. It has changed

the face of marketing by allowing collaboration and connection in a

way that no other channel has been able to offer.

Tactical use: Branding, value creation and participation


TYPES OF DIGITAL MEDIA CHANNELS: EMAIL

MARKETING

A type of direct digital marketing that uses electronic mail (also called

email or e-mail) as the marketing communication delivery method.

Email marketing is used in a number of ways by organizations and

marketers for brand and customer loyalty building, acquiring or

converting customers, company advertisements, or for communicating

promotional offers and more.

Tactical use: Customer retention and value creation

Source: eMarketing 5th Ed, 2014

Smartphones are powering the

Internet of everything

– Karthee Madasamy, Qualcomm Ventures.

http://bit.ly/1EIKegx


http://bit.ly/1EIKegx


MOBILE

Mobile advertising is the communication of products or services to

mobile device and smartphone consumers. The mobile advertising

spectrum ranges from short message service (SMS) text to interactive

advertisements.


MOBILE

Six unique features of mobile

1. Mobile devices are personal

2. Mobile devices are always carried

3. Mobile devices are always on

4. Mobile devices have built-in payment system

5. Mobile devices are available at the point of creative inspiration

6. Mobile devices allow accurate audience measurement


MOBILE MARKETING

Mobile marketing is marketing on or with a mobile device, such as

a smart phone. Mobile marketing can provide customers with time and

location sensitive, personalized information that promotes goods,

services and ideas.

Reaching people at

moments that matter -

Google

Source: Wikipedia & allseasonva

MOBILE MARKETING CHANNELS

1. SMS Marketing

2. MMS

3. Push notifications

4. App-based marketing

5. In-game mobile marketing

6. Mobile web marketing

7. QR codes

8. Bluetooth

9. Infrared

DIGITAL MEDIA BUYING METHODS:

DATABASES

Collection of user data (opt in database)

that can be used for SMS, MMS, and Email

Marketing.

Highly Targetable

Cost per Send Model

65 cents per SMS

R 1.00 MMS

Emailers – R 650.00 CPM



PROMOMAILER

Consumers are delivered a Promomailer with a

single, brand-focused message.

They provide our clients with a captive and

targeted audience in a clutter-free

environment.

Promotional mailers should be incentive driven,

such as giveaways, special deals and

competitions, and this further ensures a high

“open” rate and interaction with the mails.

Target your message to the subscribed user

base via age, gender and region.

Benchmark: Open Rate 14%

CPM: R 650.000



NEWSLETTERS

Distributed Publication generally about one main topic that is of interest

to its opt in subscribers. Banner palcements available for sponsorship.

Example: Food Newsletter sponsored by What's for dinner?

Cost per Mailer:

R 250.00 CPM


They say a year in the Internet

business is like a dog year..

equivalent to seven years in a

regular person's life. In other words,

it's evolving fast and faster.

– Vinton Cerf, US technology guru


NEWSLETTERS

Sponsored Placements

CTR – 0.2% - 0.3%

Ad Placement takes you

directly to Advertisers

website.



HANDSETS DISPLAY AND CORRESPONDING

AD IMAGES

Handset Approx Handset

Screen Size (px W x H) Example Handsets Ad Unit Ad Size (pixels)

X-Large 320 x 320 Palm Treo 700P, Nokia E70

X-Large 300 x 50

Large 240 x 320

Samsung MM-A900, LG VX-8500 Chocolate, Sony Ericsson W910i

Large 216 x 36

Medium 176 x 208 Motorola RAZR, LG VX-8000, Motorola ROKR E1

Medium 168 x 28

Small 128 x 160 Motorola V195 Small 120 x 20

Source: wikipedia & allseasonva

PREMIMUM VS NETWORK

An online advertising network or ad network is a company that

connects advertisers to web sites that want to host advertisements. The

key function of an ad network is aggregation of ad space supply from

publishers and matching it with advertiser demand.

The phrase "ad network" by itself is media-neutral in the sense that there

can be a "Television Ad Network" or a "Print Ad Network", but is

increasingly used to mean "online ad network" as the effect of

aggregation of publisher ad space and sale to advertisers is most

commonly seen in the online space.


ADVERTISING NETWORK VS PREMIUM

Premium Sites Include (CPM Only)

Networks = Represents thousands of Website and especially International

Sites.


ADVERTISING NETWORK

DIGITAL MEDIA BUYING METHODS

Main online buying models

CPM – Cost Per Thousand

CPC – Cost Per Click

CPA – Cost Per Action

CPL – Cost Per Lead

CPC, CPA, CPL are performance based buying models



DIGITAL MEDIA BUYING METHODS: BANNER

SIZES

Name Size (pixels)

Banner 468 x 60

Half page Ad 300 x 600

Leaderboard 728 x 90

Medium Rectangle 300 x 250

Double Banner 486 x 120

DIGITAL MEDIA BUYING METHODS: TYPES OF

BANNER ADS

• Leaderboard (728x90)

• Half Page (300x600)

• MPU (300x250)



BANNER ADS

Leaderboard (728x90)

Above the fold, First Ad Placement you see on a Publishers Page


DIGITAL MEDIA BUYING METHODS: TYPES

OF BANNER ADS

Half Page (300x600) – Highest CTR’s!!



BANNER ADS

MPU/Medium Rectangle (300x250)



BANNER ADS

Home Page Take Over – Background Skin & Leaderboard

100% SOV over a 24 hour period

Other Ad Sizes also can

be used such as 468x120

; 600x120 etc.

Some Sites have specific

sizes specific to their

platforms, so ALWAYS

ask for site specs before

you start a build!



STANDARD VS RICH MEDIA

Standard Banners – Up to 39kb

Rich Media – Over 39kb and have a better user experience, leading to

higher CTR’s and Higher Engagement.

These include:

Expandable Banners

Rich Flash Banners

Interstitials

Page Overlays

Pre Roll Video


REPORTING: CTR

CTR - click-through rate: To capture customers' initial response to websites

CTR = (Clicks/Impressions) X 100

A Banner is delivered 100 times (100 impressions) and

receives one click, then the click-through rate for the

advertisement would be 1%


REPORTING: CTR

Industry Averages:

Display Media: 0.2% - 0.3%

Mobile Media: 0.8% - 1%

*This all depends on a strong call to action

**This can be influenced by the size of the Ad Unit, position of the placement,

and Standard vs. Rich Media.


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WHY DIGITAL MEDIA?

I believe that this notion of self-publishing, which

is what Blogger and blogging are really about, is

the next big wave of human communication.

The last big wave was Web activity. Before that

one it was e-mail. Instant messaging was an

extension of e-mail, real-time e-mail.

Eric Schmidt, ceo, Google

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Digital_101

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