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Bruce carlisle digital world expo 9 28

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Bruce Carlisle
Bruce Carlisle

The document discusses best practices for digital media planning, outlining key considerations for selecting media channels, targeting audiences, measuring outcomes, and optimizing campaigns. It provides examples of using different digital advertising platforms like display, search, social media, and various targeting and measurement tools. The presentation emphasizes testing strategies, managing expectations, and continually improving campaigns based on post-buy analysis.

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Digital Media Planning Digital World Expo Bruce Carlisle September 28, 2012
Bruce Carlisle Pre-historic: Madison Ave. and PR Hack Founder: SF Interactive, 1996 -2004 Consultant: 4As, Agencies, Digital Axle Current Founder: Conference Hound http://conferencehound.com bruce@conferencehound.com Twitter: @rbcarlisle Twitter: @conferencehound
Making Media Choices: TV: Broad scale, Sight, Sound & Motion, Passive, Older Radio: Demographic segmentation, on the move Print: demographic / interest segmentation Online/Mobile: Highly targeted, action engagement oriented, measurable, at work far less impactful, Interruptive
Making Media Choices Broadcast: High CPMs Print: High CPMs Digital: Unlimited inventory, highly variable quality range Context Retargeting Device distributiom
Building blocks of a plan Desired action or objective Targeting Media Selection Web Mobile App Date range Budget Flexibility Creative message
Targeting & measurement Digital offers multiple targeting methods: Geography Demographic Psychographic Behavior Social Network & Registrations A Wealth of Data But how much do you need
Pricing CP What? Cost per Thousand CPM Cost per Lead CPL Cost per Action CPA
Awareness vs Engagement vs. Lead Gen What is the metric?: Raw Impressions Delivered Quality Impressions Delivered User Interaction Click Throughs Ultimate DownStream Performance
Web Publisher sites Advantages Disadvantages Interest targeted Frequently expensive Generally higher quality (high CPM) Great editorial CPA not always available environments Creative restrictions or Personal service mandates
Ad Networks Advantages Disadvantages Easy Quality Frequently less Transparency issues expensive Control Behavioral opportunities
Digital targeting discussion Example Retargeting Auto Banner User visits Auto Site User visits News Site Auto Banner User visits Clicks on Ad User visits Sports
Emergence of Demand Side Platforms Enables Real Time bidding across multiple networks Best for high pressure ROI buys Costly (must be managed in real time)
Use of Syndicated Research
Quantcast
Alexa
Things to think about Expectations Management Cancelation policies Rich Media Production costs Messaging flexibility Control of edit environment Intrusive or Interruptive
Where does free social media fit in? FWIW: Social media has significant costs although not classically media costs Near constant appetite for activity Social media is highly risky Nothing is projectible Without supporting digital or offline campaigns, be wary But, difficult to ignore
Social Networks
Social Sharing
Importance of Landing Environments Often the difference between success and failure Website Landing Page / Lead Form Download Third party site Mobile Facebook Pages, etc.
Honda: Lead Form Layout Test A B C VERTICAL FORM (default) VERTICAL FORM (test) HORIZONTAL FORM
Lead Form Optimization Layout Test: Results FORM LAYOUT IMPRESSIONS CLICKS LEADS CONV RATE A (default vertical layout) 117,060 1,311 13 0.99% B (vertical layout - test) 116,543 1,352 22 1.63% C (horizontal layout) 117,704 1,315 30 2.28% Option C created a 128% improvement in lead capture Cut lead acquisition costs by more than half Notes: 1) The default vertical layout (A) has the lowest average conversion rate 1) C > A: 99% confidence 2) B > A: 90% confidence 2) The horizontal layout (C) is top performer 1) C > B: 85% confidence
The growing Digital media mix Display Content Text Mobile Search Rich Video media
Post Buy Did the publisher deliver what they said they would Discrepancies: a near certainty What needs to change Targeting Costs Landing Pages Creative
Stewardship Like babies, digital campaigns must be nurtured
Emerging platform discussion
Bruce carlisle digital world expo 9 28
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Bruce carlisle digital world expo 9 28

  • 1. Digital Media Planning Digital World Expo Bruce Carlisle September 28, 2012
  • 2. Bruce Carlisle Pre-historic: Madison Ave. and PR Hack Founder: SF Interactive, 1996 -2004 Consultant: 4As, Agencies, Digital Axle Current Founder: Conference Hound http://conferencehound.com bruce@conferencehound.com Twitter: @rbcarlisle Twitter: @conferencehound
  • 3. Making Media Choices: TV: Broad scale, Sight, Sound & Motion, Passive, Older Radio: Demographic segmentation, on the move Print: demographic / interest segmentation Online/Mobile: Highly targeted, action engagement oriented, measurable, at work far less impactful, Interruptive
  • 4. Making Media Choices Broadcast: High CPMs Print: High CPMs Digital: Unlimited inventory, highly variable quality range Context Retargeting Device distributiom
  • 5. Building blocks of a plan Desired action or objective Targeting Media Selection Web Mobile App Date range Budget Flexibility Creative message
  • 6. Targeting & measurement Digital offers multiple targeting methods: Geography Demographic Psychographic Behavior Social Network & Registrations A Wealth of Data But how much do you need
  • 7. Pricing CP What? Cost per Thousand CPM Cost per Lead CPL Cost per Action CPA
  • 8. Awareness vs Engagement vs. Lead Gen What is the metric?: Raw Impressions Delivered Quality Impressions Delivered User Interaction Click Throughs Ultimate DownStream Performance
  • 9. Web Publisher sites Advantages Disadvantages Interest targeted Frequently expensive Generally higher quality (high CPM) Great editorial CPA not always available environments Creative restrictions or Personal service mandates
  • 10. Ad Networks Advantages Disadvantages Easy Quality Frequently less Transparency issues expensive Control Behavioral opportunities
  • 11. Digital targeting discussion Example Retargeting Auto Banner User visits Auto Site User visits News Site Auto Banner User visits Clicks on Ad User visits Sports
  • 12. Emergence of Demand Side Platforms Enables Real Time bidding across multiple networks Best for high pressure ROI buys Costly (must be managed in real time)
  • 13. Use of Syndicated Research
  • 15. Alexa
  • 16. Things to think about Expectations Management Cancelation policies Rich Media Production costs Messaging flexibility Control of edit environment Intrusive or Interruptive
  • 17. Where does free social media fit in? FWIW: Social media has significant costs although not classically media costs Near constant appetite for activity Social media is highly risky Nothing is projectible Without supporting digital or offline campaigns, be wary But, difficult to ignore
  • 20. Importance of Landing Environments Often the difference between success and failure Website Landing Page / Lead Form Download Third party site Mobile Facebook Pages, etc.
  • 21. Honda: Lead Form Layout Test A B C VERTICAL FORM (default) VERTICAL FORM (test) HORIZONTAL FORM
  • 22. Lead Form Optimization Layout Test: Results FORM LAYOUT IMPRESSIONS CLICKS LEADS CONV RATE A (default vertical layout) 117,060 1,311 13 0.99% B (vertical layout - test) 116,543 1,352 22 1.63% C (horizontal layout) 117,704 1,315 30 2.28% Option C created a 128% improvement in lead capture Cut lead acquisition costs by more than half Notes: 1) The default vertical layout (A) has the lowest average conversion rate 1) C > A: 99% confidence 2) B > A: 90% confidence 2) The horizontal layout (C) is top performer 1) C > B: 85% confidence
  • 23. The growing Digital media mix Display Content Text Mobile Search Rich Video media
  • 24. Post Buy Did the publisher deliver what they said they would Discrepancies: a near certainty What needs to change Targeting Costs Landing Pages Creative
  • 25. Stewardship Like babies, digital campaigns must be nurtured