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Digital Sales SolutionsAgency Preparedness

Patrick Morgan, Internet BroadcastingNovember 2011

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Introduction

Working with agencies can be very different than talking directly to an advertiser.

This session will walk through what you should expect when you are talking to agencies, allowing you to expand your online revenue.

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Today’s Agenda

• What’s The Difference• Challenges• What’s available?• How to Prepare• RFP Example• Recap

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What’s The Difference

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• Know what they are looking for

• Often send their own creative through tags

• Usually use their own reporting data

• Success is determined by the data

• Looking for leadership on what makes sense

• Usually need ads built for them

• Look to you to measure / define success

• Success is determined by direct results

Agencies Direct Advertisers

What’s The Difference

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Challenges

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Challenges• Finding the right contact at the agency

• First question should be “who buys digital?”• Determine if there are different contacts for Web vs TV

• A Different level of digital knowledge• Agencies typically know what they’re looking for, but don’t be

intimidated

• Terminology• Leave on the same page – clarify terminology

• “Square” vs “Medium Rectangle”• “Roadblock” vs “Fixed”• “Sliding Banner” vs “Pushdown”• “Splash Page” vs “Buffer” vs “Mini-Site”

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Challenges• Responding to the RFP

• RFPs can time-consuming – be proactive and have answers ahead of time

• Reporting/Metrics• Whose numbers are you using for payment?• Plan for discrepancies by padding impressions by 10-

15%• Request internal redirect DFP tags for best results• Agencies will be checking• Avoid micromanagement• What’s the measure of success?

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Knowing What Is Available

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Knowing What Is Available - Targeting• Geo-Targeting: location-based targeting is available

• Continues to be more accurate, but still not a perfect science• Capabilities: Zip Code, DMA, State/Region• Also available but less accurate: Country, City, Area Code, ISP

• Other Special Targeting available:• Domain (.com, .net, .org etc)• Browser (IE, Firefox, Safari, Chrome)• Internet Connection

• Demographic Targeting: targeting based on gender, race, income, etc• Not currently available because the information needed to target

by demographic is gathered through sites that require registration

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= Sports Segment

• Behavorial Targeting: uses information to target “user segments” based on what types of pages or topics they have visited• Cookie-based technology• Targeting done by “segments” (News readers, Health

readers, etc)• Limited to user patterns on your site • Can drastically limit available impressions depending on

market or segment size• Not currently available but IB is currently investigating

solutions

Knowing What Is Available - Targeting

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Knowing What Is Available - Targeting

• Misconception: Behavioral targeting on your site will allow your ads to follow the user when they go to CNN.com and ESPN.com• If you want your advertisers to appear on

sites outside of your own, you (or they) would have to be a part of an Ad Network.

• To gain inventory on other sites, you would be bidding on those placements and competing with other advertisers within that Ad Network

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• Retargeting: targeting users on your site who have visited your advertiser’s site • Cookie-based technology – the advertiser puts code on

their site• Users who visit your advertiser’s site will then receive

that advertiser’s ads on your site • Limits available impressions, but targeting users who

have already shown interest in your advertiser. • Not currently available but IB is currently investigating

solutions

Knowing What Is Available - Targeting

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• Know the IB Product Catalog and Creative Showcase• It’s important to know what is and what is not available as a

standard product• Spend some time familiarizing yourself with what’s available

• Custom Solutions• Talk to your Campaign Specialist prior to saying “no”

Knowing What Is Available - Creative

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• Know what the agencies are seeing• Several Rich Media vendors are available

• Creative production charges, along with 3rd party ad serving fees.• Determine who is paying the ad serving fees!

Knowing What Is Available - Creative

MediaMind (formerly EyeWonder, EyeBlaster and Unicast)

MediaMind Creative Showcase

PointRoll Creative Showcase

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• Know what the agencies are seeing

• IAB Rising Star Units:• The results of a contest of creative agencies• Large, high-impact units

Knowing What Is Available - Creative

Rising Star Pushdown

Rising Star Billboard

Rising Star Portrait

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Knowing What Is Available - Creative

• Misconception: If I saw an ad on ESPN.com, I should be able to run the ad on my site • Specs will typically not be the hindering

factor• IB will test all 3rd party creative to see how it

behaves and let you make the decision on whether it runs

• The larger and more “fancy” the unit, the more it is going to cost to produce it

• Find the balance of high impact ad units with the ad spend and what type of advertisers you want on your site

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How to Prepare

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How to Prepare• Good news – it’s easy!

• Prepare and update your station’s Media Kit • Don’t forget the Web!• IB has Capabilities decks on your Sales Extranet

• Set your desired ROI• Have Rate Cards available - even if it’s only internal,

it’s a place to start

• Have your examples ready• Don’t limit yourself to your market

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RFP Example

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The RFP

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• Flags questions that should be answered by your internal teams

• Questions and answers are based on what we have seen in the marketplace

• Please let us know if you have others that should be added

RFP Responses – IB sample responses

CLICK HERE TO DOWNLOAD THE IB SAMPLE RESPONSES PDF

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• What is your editorial mission?

• What are your content channels?• Sites are organized in navigation tabs in the

following categories: News, Weather, Sports, Entertainment, Video…

• What are your sites signature channels?• Breaking News, Video, updated Local and

National content

RFP Responses – Site Content

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• Is your news content repurposed online?• Yes, some content is repurposed

• Is your site subscription or registration-based? If subscription based, please send subscription price. If registration based, what are the requirements?• No, content does not require a subscription or registration

• What makes your site unique?• Advertisers take advantage of the relationship the multimedia

options that connect their brand with consumers. Through television, online and mobile convergence, viewers take the brand experience from introduction to action. The sites benefit from the strength of each affiliate behind them and the online expertise to deliver a successful campaign. Our visitors seek news that hits home from sources they trust.

RFP Responses – Site Content

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• Demographic Overview• Work with your site’s research team for site-specific

information

• What is your core demographic group?• We provide a desirable demographic that is upscale,

engaged, and unduplicated. Our audience is national. The audience is comprised of working women, moms, business decision makers, Hispanics, and Upscale Gen-Xers. They are real people with a desire for close-to-home relevance.

• What are your audience’s viewing trends?• In general, our Internet audience spends more than 20 hours

a week online. Our site are habitually viewed throughout the workday from their work computers. They’re engaged, checking in with us many times a day for updates. And they’re exclusive; more than half do not visit other major sites.

RFP Responses – Demographics

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What kind of targeting opportunities does your site offer?

• Demographic targeting: • NO - we do not target specific demographic.

• Geotargeting:

• YES - Geotargeting is available on sites. The geographic audience can be precisely targeted by city name and state, zip and domain.

• Day-parting: • YES - Daypart schedules are available to run in specific

hourly timeframes. We can target by Time of Day (by hour), Day of Week

• Behavioral Targeting: • NO – the site does not require users to provide information

that would allow for Behavioral Targeting

RFP Responses – Targeting

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• Is your site able to target by mobile device?• Yes, we are able to target to specific mobile devices

• What kind of targeting opportunities does your site offer?• Specialized targeting is available for the following:

• ISP• Connection Speed• Browser• DMA• City• State• Country• Area Code• Zip

RFP Responses – Targeting

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• Large Unit Ads: • Standard IAB units: Skyscrapers, Leaderboards, Half

Page and Medium Rectangle Ads, rotate throughout the site content, video and gallery pages

• Opt-in Lists: • Opt-in lists are property of the advertiser. Email lists opt-ins

are provided to the advertiser upon request. The lists are not used by IB or by any other advertiser.

• E-Newsletters: • Ad positions are offered in both HTML and text formats. These

positions vary by partner but include 300x250, 40K, gif, and jpg and160x600 40K gif, jpg.

• Newsletters do not support Rich Media ads including 3rd party tag or Rich Media ads.

• Text advertising can be up to 150 Characters including spaces & punctuation.

• Impressions on Text Ads in email are tracked.

RFP Responses – Unit Descriptions

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• Rich Media Units: • Several dynamic Rich Media placements are available,

including but not limited to Floaters, Peelbacks, Wallpaper, Pushdown, Countdown, Click-to-Print, Hover and several video-based ad units

• Is animation permitted in the ads? • Recommended animation is no more than 7 seconds

with three looping segments, flash ads that automatically play can be on all index pages except homepage and news

• Key words sponsorship: • We do not currently offer key word sponsorships.

RFP Responses – Unit Descriptions

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• Text link advertising: • Some sites have text link advertising. Our sites refer to text

link advertising as bylines

• Video- Pre-roll and Flash video: • Usually runs in the 300x250 unit. The video has controls to

stop and play and sound can be user initiated.

• Audio: • Audio is not available as a separate unit. Audio can play within

video.

• Blogs: • Sponsorship of moderated blogs on buffer pages is available.

Blogs are not instantly posted on site but go through an editorial process before the content is published.

RFP Responses – Unit Descriptions

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• Discussion forums: • Discussion forums can be offered to advertisers. Slide show

voting offers a forum for viewers. Viewers choose their favorite user contributed photos. Slideshow page opportunities are also available to advertisers.

• RSS Feeds: • IB sites can be aggregated to our viewers. There are no

advertising opportunities tied to RSS feeds.

RFP Responses – Unit Descriptions

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• Can ads run through an i-frame?• Yes, ads that are fixed to a page can run through an i-frame.

JavaScript tags are preferred.

• What format should we use to traffic the ads?• Accepted ad formats for trafficking include: JPG, SWF, HTML, GIF

• What ad server do you use?• All IB ads are scheduled through Doubleclick DFP (Dart for

Publishers).

• Do you accept 3rd party ad tags?• Yes

• Do you accept 4th party ad serving?• Yes, 4th party ad serving is permitted, but we are not responsible

for the accuracy of reporting or any discrepancies seen with 4th party serving.

RFP Responses – Capabilities

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• Do you guarantee delivery of campaign?• Past campaigns serve as a reference for viewer habits but do

not determine the success of a future campaign; Therefore impressions, clicks and CTRs cannot be predicted or guaranteed.

• Can my competitors be on the same site?• Competing products will often times be displayed on site and

on the same page. However, arrangements for exclusive ownership of a page can be made for our advertisers.

• A page can be Road Blocked by an advertiser. Road Blocking is defined as tethered IAB Units that appear on the page at the same time with 100% Share of Voice per page view are available to advertisers.

• Also takeovers can be referred to as roadblocks when they are used for an over extended period of time.

RFP Responses – Guarantees

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• Is there a 3rd party that provides statistical information and reports?• Advertiser measurements are taken by ComScore, Google

Analytics, DFP and Nielsen. These metrics are used in conjunction to evaluate the success of a campaign.

• How often can the client get these reports?• Research reports are generated upon request. Viewership of

sites is available once a month.

• What research opportunities (surveys, etc.) does your site offer for advertisers to gauge results?• IB does not use internal tools to generate information for

our advertisers. Advertisers are supported by third party research groups. Contests and slideshows are monitored and analyzed for number of entrants and engagement levels using in-house resources.

RFP Responses – Research Tools

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Recap and Best Practices

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• What’s The Difference• Agencies are likely to know what they’re looking for, and use

their own reporting and creative but you can be an expert too

• Challenges• Find the right contact, clarify expectations and keep an eye

on the performance of the campaign – because they will • What’s available?

• Special targeting is available, and IB is working on enhancing the capabilities of “following” users as they visit your site

• IB has high-end and custom solutions for you, but also be aware of what other creative agencies offer

• How to Prepare• Keep information updated, set your ROI and have examples

ready • RFPs

• Having answers ready to go will save time and get you in the door

Recap and Best Practices

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Questions?

THANK YOU!

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