The Digital Advertising Ecosystem & Getting Started for New Advertisers

The Digital Advertising Ecosystem & Getting Started for

New AdvertisersP2Binvestor Small Business Webinar Series

Featuring Choozle

Friday, December 12, 2014 11:00 AM - 11:45 AM (Mountain Time)

Andrew is the co-founder and CEO of Choozle, a venture-backed SIMPLE digital marketing platform based in Denver, Colorado. Working for both startups and industry-leading digital media firms, Andrew has been helping clients achieve their marketing goals through digital advertising for over 15 years.

PresenterAndrew Fischer

The Digital Advertising Ecosystem & Getting Started for New Advertisers | P2Bi.com Small Business Webinar Series

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OverviewDuring this webinar, we will answer

the following questions:

What is online advertising? And how does it work?

What makes up the space, and how does everything work together?

What are the advantages of online advertising?

What is required to make online advertising effective for your business?


What is Online Advertising?Online Advertising is a broad term used to describe the paid online advertising in which

publishers allow advertisers to place ads that is tailored to your likely interests by companies promoting their products or

services.Online Advertising can include:

• Paid Search• Social media advertising • Video advertising• Display/Mobile advertising• Email


Brief History of Online Advertising1st Banner: The first online advertisement appeared.

19951st Ad Serving: The launch of DoubleClick, one of the first ad-serving technologies.

1994 2001-2003Pop Up Ads: Pop-up ads took over as the most effective online ads and quickly began annoying users.

Direct Buys: $10 billion was spent on advertising on websites, 14% of all ad spending.

2007

1st Social Media Ads: Advertisers saw the major advantage of social media advertising.

2008

Current

The birth of programmatic: With the growth of ad-targeting technologies, advertisers can now deliver their message as discreetly as possible and make the message interesting enough that the user would actually enjoy interacting with it.

1999-2001

Internet Bubble: The growth of the internet and tech

Tech Crash: Many dot-coms were acquired or liquidated during this market crash.

20011998Google Founded


Key TerminologyDisplay Ad: A display ad is a form of online paid advertising that is typically a designed image or a photo and copy; viewers can click on the promotional image and be taken to the corresponding landing page. Display ads function differently than text ads as they aren't found in search results. They can be spotted through media sites or sites offering some type of display ad network.

CPM: Cost per mille (CPM), also called cost % and cost per thousand (CPT), is a commonly used measurement in online advertising. It is used as a benchmark to calculate the relative cost of an advertising campaign.

CTR: Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an email campaign by the number of users that clicked on a specific link.

DSP: A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad-exchange and data-exchange accounts through one interface.

Ad Exchange: Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks.

RTB: Real-time bidding (RTB) refers to the means by which ad inventory is bought and sold on a per-impression basis via programmatic instantaneous auction, similar to financial markets.The Digital Advertising Ecosystem & Getting Started for New Advertisers | P2Bi.com Small Business Webinar Series

Who Makes Up The SpaceDemand Side

Platforms

Data Management

Platforms

Dig

ital M

ark

ete

rs

Aud

ience

Media Planning

Performance

Retargeting

Analytics

Creative Optimization

Ad Networks Ad Exchanges

Campaign Reporting


1.Efficiency: streamlines the buying and selling process.

2. Transparency: allows for transparency of placement, results, and spend.

3. Real-Time Optimization: enables campaign creation and optimization on-the-fly

4. Affordability: enables smaller budgets to test channels before committing scalable budgets

Advantages Of Online Advertising Online Advertising offers a lot of

advantages for companies to promote their products or services by reaching

their target audience online.


“Local brands are rapidly making use of online ad buying and have more than doubled their share of market spend in the past year.”

Casale Media Quarterly Report Q1 2014

Advantages Of Digital Advertising There is a tremendous opportunity for

marketers and agencies to learn and execute online advertising.

“Online ads lift visits to a car brand's website by 37%, while spiking total page views by 38%.”

comScore, Jul 2014

“Auto shoppers are 71% more likely to be influenced by digital ads compared to others.”

IAB, January 2014


How to Get Started

STEP 1: Why do you want to do it?

STEP 2: What is your budget?

STEP 3: How will you measure success?

The implementation and execution of online advertising starts out with THREE SIMPLE

STEPS:


Step 1: Why?

Sample Goals

1.Branding: Build credibility and brand awareness

2.Response: Drive online sales or other measurable online actions (downloads, leads)

3.Intelligence: Learn more about your clients and customers (demos, purchase behaviors, etc)

The first big question to answer is Why? Defining your goals will shape the

execution of your advertising campaign.

Awareness

Consideration

Evaluation

Purchase


Step 2: What?

1.Branding: Digital sponsorships, page takeovers, display and retargeting

2.Response: Email, search, display and retargeting

3.Intelligence: Site measurement including Google Analytics, landing page tracking, display advertising and retargeting

Based on your goals, determine WHAT your desired digital media mix is


Step 3: How?

1.Bootstrap: Jump in and run campaigns directly on platforms (Google, Facebook, Twitter) and complement with display advertising directly with publishers

2.Platform: leverage smart technology to achieve scale across multiple digital mediums, and leverage optimization efficiencies

3.Full Service: hire an agency to develop your strategy and media-mix, and to implement the execution and optimization of campaigns

Now that you have a digital strategy, there are many ways to achieve your marketing

goals and HOW you will determine success.


QUESTIONS?

Please use the chat feature on the left of the screen to enter your

questions.


PresenterAndrew Fischer

@Choozle@AndrewFischer_

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FacilitatorKrista Morgan@P2Binvestor

@Krismtl

THANK YOU!

Still have questions? Contact us at [email protected] after the webinar.

Learn more about Choozle at choozle.com

Interested in P2Bi’s business financing, investor platform, or client referral

program? Learn more at P2Bi.com or contact us at [email protected] or at (720)

361-1500.


The Digital Advertising Ecosystem & Getting Started for New Advertisers

Marketing

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