Interactive BasicsMarch 2, 2009

Mercedes Gray & Brendan Starr

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Agenda

Digital Plan Development

Digital Landscape

Digital Media Approach

Digital Tactics to Consider

Implementation Process

Digital Plan Development

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How to build a digital marketing plan

• Research and Define Target• Pull @Plan or Comscore AIM for behavioral and psychographic

profiles• Pull Comscore or Nielsen to determine logistics of the websites

defined in behavioral research

• Research Competitive Tactics• Pull AdRelevance to review ad units, websites and spending

levels of all competitors• Leverage the learnings from competition and apply additional

insights unique to your client

• Compile appropriate media tactics• Banners, email, mobile, video, social networking, viral, etc• Define the targeting tactics and success metrics for each

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How to build a digital marketing plan (cont)

• Apply budget scenarios to tactics and determine options for final plan

– Does a mobile marketing plan require 10k or 100k? Etc

• Go to market with a Request for Proposal (RFP) and negotiate options

– Define objective, timing, budget, success metrics, expectations of vendor– When negotiating large campaigns with more than 10 vendors, a scoring system

is helpful

• Compile the media plan details to review with creative team

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Site Placement Ad Unit Width Ad Unit Height Run Dates CPMTotal Campaign

Impressions Total Campaign Cost

Run Dates: 2/5-07-3/18/07              

Weather

300x250 Homepage Impression 300 250 2/5-3/25 $15.00 253,330 $3,799.95

300x250 Home Page First View 300 250 2/19 $22.00 6,000,000 $132,000.00

300x250 Outdoors All 300 250 2/5-3/25 $16.00 500,000 $8,000.00

120x600 Outdoors Roadblock 120 600 2/5-3/25 $26.00 500,000 $13,000.00

728x90 Outdoors Roadblock 728 90 2/5-3/25 $0.00 500,000 $0.00

300x250 Run of Forecast 300 250 2/5-3/25 $8.00 500,000 $4,000.00

728x90 Run of Desktop 728 90 2/5-3/25 $9.00 623,330 $5,609.97

300x250 Run of Video 300 250 2/5-3/25 $30.00 150,000 $4,500.00

Mobile     2/5-3/25 $40.00 150,000 $6,000.00

Weather Subtotal         $19.28 9,176,660 $176,909.92

How to build a digital marketing plan (cont)

• Build a detailed, yet simple program presentation for the client

• Traffic all creative to media partners• Involves uploading creative units into a system that serves the

ad on the page and delivers the user to the correct url page

• Send ‘Launch Memo’ as soon as the program goes live, showing the client screenshots of performance

• Provide the client updates on the program success

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Options for non-conventional digital program

Non-conventional, meaning extremely finite target, budget and/or timeline

• What creative methods can you use to build awareness/response?• Viral marketing and social networking are typically employed

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Viral Marketing Opportunities

• Online Viral Marketing Applications for MarketersPlanning a viral marketing effort involves:

• Giving the consumer something they deem of high enough value to pass on to their network of friends, co-workers, and family. This could include:

– Important information (makes them feel special for knowing it first)

– Messages that evoke emotions (could be a sad story or a joke)

– Something the user can participate in , change, and send to others to do the same

– Monetary value, i.e. pass this message to x amount of people and get a gift card for $50.00 to Chili’s

• Facilitating a mechanism for consumers to easily pass the message along or to include in their own user-generated content. This could include: email, blogs, videos, social widgets, etc.

• Utilizing an existing group of people to seed the viral idea is preferable• Database of emails

• ‘Friends’ in a social network

• Blog/message board postings that have high viewership

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Social Networking Opportunities

Social Network Opportunities Engaging consumers within a social media environment could:

• Facilitate a better connection between a brand and the public’s daily lives,

• Provide a platform to engage a network of “friends” relatively simply with little production effort

• Provide valuable insight into the quickly changing arena of public opinion

• Enhance corporate communications to partners and/or employees

• Social Network Implications – • Creation of a profile is relatively simple, however management of a profile requires significant resources both for content, creative

assets and considerable client communication in most cases. In many cases a marketer can have the website manage the day-to-day approval of friends or comments.

• If you build it, they MIGHT come. In some cases consumers are searching for a brand online, and will find the marketer’s profile. However to gain momentum around the profile, marketer’s typically place a media buy with the social network that promotes the page, targeting their consumer demo.

• Consumer can and will occasionally say negative things about the brand on social networks. It is technically possible to censor the negative feedback on the marketer’s profile, but this only encourages the consumer to post negative communication on a different page or profile. In general, our recommendation is to simply downplay the negative, and promote the positive discussions within the profile. It is important to remember that for the most part, social networks are used for positive communications with a marketer’s brand, and bridges a one-to-one connection with the consumer.

• A literal one-to-one connection is not necessary. Consumers do not expect a personal “comment” from a brand or organization just because they posted a comment on their page. The marketer can distribute mass bulletins to connect with all consumers at once if they prefer, and consumers appreciate this type of communication just the same.

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Interactive Landscape

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No longer the No longer the ““non-traditionalnon-traditional”” medium medium

The breadth of people online can deliver has rapidly increased– Online penetration at 81% total US pop vs. 19% in 1996

• Broadband penetration at 79% of active online users

– Time spent has doubled in the last 10 years

Source: MRI 2006 Fall

2003 2006

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Internet Usage of Boomers

Leisure Activities:

Research destinations and book travel accommodations

Reference guide:

News and weather updates

Research products, financial information, and medical

services

67MM Adults 40-59 are online – represents 39% of all online users*

93% access from home

96% access at least once a week

Communication tool:

93% have used email in the last month

34% have sent/received electronic greeting card

Virtual Store:

56% purchased a product online in past month

34% use streaming video or audio in the last month

Source: Nielsen @plan 2006; * Source: comscore: 172,120,000 total online users

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Internet Usage of Boomers

Especially within Boomer population, internet penetration is strong

Source: JupiterResearch Internet Advertising Model, July 2006

Total U. S. Online Advertising Spending2005 – 2011 – in billions

# As a percentage of total ad spend

5.9%6.7%

7.2%7.5%

7.9%8.2%

8.6%

Classifieds

Display

Search

Interactive Media LandscapeInteractive Media Landscape

Online Media Investment• GSD&M ahead of the

curve– On average our clients

invest over 8% of their total media in interactive

– Overall AARP activity is over 10% and growing

Interactive Basics

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Digital Approach

Push and Pull Medium– Marketers push messaging while consumers are seeking information– Both actions must be kept in mind

Planning for Success– Often need to consider many additional factors other than traditional media– Key to success is focused, relevant communication and planning ahead to

ensure all appropriate tactics can meet timing needs

Insight– Internet and emerging media enable multiple message delivery

opportunities, fueled by growing consumer empowerment and customization– The key to utilizing the medium is properly aligning digital tactics with

concrete client objectives

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Defining Objectives

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What is the objective of the program?• Opportunity to fully take

advantage of the medium lies in determining whether online serves the same objectives of the overall campaign, or has unique goals

Gaining CLICKS is NOT the goal of the overall marketing program and should not be the goal of your interactive campaign…

Appropriate digital tactics are just as varied as the client’s needs

Digital Tactics

Digital Tactics to Consider• Banners• Sponsorships and Content integration• Direct Response and Search• Streaming video/audio• Mobile marketing • Social Networking• Email• Gaming• Podcasting• Consumer-Generated Media• Viral – utilizing all of the above

Implications• Tailor right mix of tactics to meet objectives

Targeting Capabilities

In addition to simple demo-targeting, online advertising allows multiple methods for pinpointing the target audience…

Geo-Targeting– Targeting specific IP addresses within the target markets– Targeting local content and local issues

Behavioral Targeting– Targeting based on online activities, i.e. a consumer types in “organic food”

on Yahoo and receives banner ads regarding healthy living for several days

Contextual Targeting– Targeting content that closely relates to advertising message, i.e. placing

AARP medicare message alongside content discussing senior issues

Registration Targeting– Targeting people based on their registration information, job, geo, age, etc

..OR setting the stage for consumers to choose their level of exposure

Viral Marketing– Releasing peer-to-peer brand elements into environments where audiences

are likely to share with friends, extending the reach of the brand virally

Banner Media

Banner Media• Can be utilized to buy presence at a

CPM, CPC or CPA basis

• Used to build presence on specific sites, or networks of sites can be used

Self-selecting media: advertiser only pays for interactionsTwo most common forms of direct response online are search

marketing and Cost-Per-Action Search Marketing: Paid search is planned on a cost-per-click basis directly with

search engines. Cost-Per-Action: Also includes CPC and is typically purchased through an Ad

Network, a compilation of sites represented by one company. Generally cannot be targeted to specific demos.

Direct Response

Search: Organic vs. Paid

- Organic (Natural) search

Rank determined only on relevancy to user search

– Typically managed by website team

- Sponsored (Paid) search

Advertiser bids for rank in results; Ad appears above or along organic results

– GSD&M manages for many clients

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Search Marketing

Current Conditions• 363 million searches a day • 161 million unique searchers per month• Google is the dominant player with 45%

of all searches

Opportunities/Issues• Google’s dominance

Local search will be growth segment in next few years

• Currently only 10% of all search• Revenue expected to grow 300% by

2010

Mobile Search is another big area of growth as phones become more sophisticated

45%

12%

Other 15%

Share ofSearch

28%

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Sponsorships and Content Integrations

Mastercard/Yahoo! Music Partnership

Online sponsorships include high frequency, entitlements and content integrations– Content integrations tie the brand into an editorial environment

Chili’s/ UGO Top Eats Sponsorship

Startup Journal/Mastercard: Business Center Tab

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Current Conditions• 70% of online users access the web from a

broadband connection at home• 60% of online users view video online• The explosion of CGC and YouTube have

pushed video to become the fastest growing segment online

Opportunities/Issues• Primetime in the daytime means reaching

users at work• Experience still not as good as TV, but

content is typically interactive

Many Video Opportunities• :15 or :30 Pre-roll video for news and

related content• Broadband, long format• Viral video through Google Video, etc

Streaming VideoPriceless Involvement Streaming Video

Streaming Content – Pre-roll or custom video

AARP Billboards on Weather Video content

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Current Conditions• 80% US adults own a cell phone• 57% use their phone for a non-voice service

– Text messaging most prominent (7B messages/month)

• 57% teens 13-17 have a cell phone• More pervasive media device than computers or TV

Mobile/Wireless

Opportunities/Issues• SMS (test), MMS (multi media)

messaging, branded games, mobile video, bluecasting, ringtones

• Small video penetration (8MM users, 3% of total subs)

• Carriers are cautious to protect user experience

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Podcasting

Current Conditions• 12% Internet users have downloaded a

podcast• Most popular podcasts revolve around

major media extensions (NPR, BBC, Comedy Central)

• Typically sponsored by :05 - :12 Entitlements

• Small reach, difficult measurement

Forecast• Vodcasting is the next evolution as video

players become standard• 15MM active podcaster users by 2010

UpMarket - NPR ‘All Songs Considered’ Podcast

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Current Conditions• 52% teens use social networking sites• MySpace 55 million+ subs

– 52% are age 35+• Facebook 13MM subs

Opportunities/Issues• Balance of risk/reward in a consumer

controlled environment• Attractive opportunity to reach

influencers/enthusiasts• Hesitancy of marketers to attach to user-

generated content and video

Social NetworkingAARP.Gather.com

Myspace.com/chilis

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Viral/Peer-to-Peer

Chilis/Yahoo IMVironment

Priceless.com – Webshots – Consumer Generated

Content

Priceless.com – Gawker Blog

Priceless.com – YouTube – Consumer Generated Content

Digital programs that are considered “viral” typically utilize peer-to-peer environments like email, IM and social networks

Ad unit “standards”

Standard Sizes• 728x90 = Leaderboard• 300x250 = Rectangle/Box• 120x600 = Skyscraper• 300x800 = Half page• Interstitial/Page Takeover• Endless other custom

sizes by partner

Ad Unit “Standards”

Rich Media• Includes expanding, floating,

streaming ad units and more• Advertiser pays a $.25 - $2 CPM

premium for these units• Target audience chooses their

level of activity • Brand and acquisition results tend

to increase with rich media– Approximately 30% of all

impressions online

When user scrolls over, banner expands

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Video Gaming

Current Conditions• 108 million gamers 13+;

40MM HHs have a console– Young, but evolving to other

demographics and lifestyle– Women more likely to play

online games– New consoles allow video etc

downloaded to unit– Live ads within games now

being offered

Forecasts…• In-game ad spending projected to grow to $750MM • 126MM gamers by 2008• Microsoft/Massive merger will push console gaming• New opportunities in mobile gaming will accelerate as handsets innovate

Interactive Implementation Process

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Developing an Interactive Program

Even if the objectives and strategy of the interactive program are the SAME, planning for the consumer INTERACTION is needed

Planning for a successful interactive program requires:1. Establishing a desired consumer action that matches objective

• Learn more within the banner? Click to existing site or new site?

2. Establishing lead times for proper implementation and measurement of the action

3. Agreement on a project plan that combines:• Overall creative brief

• Interactive timeline

• Tactics to achieve the desired consumer action

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Timeline Basics – You Get What You Plan For

Minimum Program Development Time: 2.5 Weeks– 1 week each for media, creative development and production, 3 days for traffic (some tasks overlap)

– Results: This timeline will allow for a small (1-3 sites or less than $250k) media plan, and 1-2 simple flash banners

Preferable Program Development Time: 6 Weeks– 3 weeks media, 2 weeks creative development, production, 1.5 weeks for traffic (some tasks

overlap)

– Results: This timeline will allow for a strategic media plan (2-10 sites, up to $1MM), rich media (expandable units, video, etc), emails, etc

Full Campaign Development Time: 8-10 Weeks– 4 weeks media, creative development, 2 weeks production, 1.5 weeks for traffic (some tasks

overlap)

– Results: This timeline will allow for a strategic media plan that offers true convergence amongst media vehicles and ensures enough time to employ nearly all media and creative tactics that the agency can dream up. The campaign ideas may include microsites, consumer-generated content, etc.

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Brief to LaunchBrief to Launch

Ideally, 6-8 weeks to negotiate, plan & execute

Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8

Launch!Briefing RecommendationApproval

Release IOs

Write plan and continue negotiations

Place action tags

Gather media specs and discuss creative allocations

Determine consideration set and issue RFPs

Present Recommendation

Plan Development Implementation Execution

Receive Creative

Traffic creative

Determine if action tags are desired and what pgs to track

Test action tags

Reporting & maintenance

begins

AARP provides landing page/URL’s

Determine Success Metrics

Thank you!Mercedes.Guynn@IdeaCity.com

Brendan.Starr@IdeaCity.com

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