advice for selling online advertising
DESCRIPTION
Digital media continues to grow at an amazing pace. This presentation gives traditional sales people an understanding of the basic differences (and similarities) between the disciplines.TRANSCRIPT
Introduction to Selling Interactive AdvertisingAdvice for traditional sales people
John Buckley, July 2013
Thinking – where do I start?
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Well I’ve spent time in the media sales trenches
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Before moving over to agency land
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Where publishers work hard to attract our attention
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So I have tips on how to stand out from the crowd
We’ll look at four key areas
Technicalities Accountability
RelationshipsChannel Choices
Technicalities
Digital is technical:
Some technical knowledge required. A moderate amount is great. Too much is too
much.
Jargon:
There’s a lot of it – read up and learn. The IAB is a great place to start.
http://www.iab.org.nz/resources/glossary/
If you are transferring over from other media, don’t worry. All of this can be learned with application.
Accountability
Digital is different. It has a higher analytical expectation. Based around clicks, time spent, engagement.
Examples
How do we carry out our channel selection?
It is a complex market with many buying points
So we start with a robust process
Digital Media Options – when might you use them
Video AdvertisingTelevision adverts delivered via the web. Delivered to standard spaces on websites by rich media
servers.15”, 30” or 60” available.
Bra
ndD
irect
Res
pons
e
Content integration and sponsorshipsUsed when there is a synergy between your content and the publishers offering. Usually longer
term arrangements and measured on brand targets not direct response.
Rich Media AdvertisingInternet ads that can animate, expand, allow space to capture details etc. Higher levels of user
interaction occur. Permission based ads the norm rather than intrusive ads.
Banner and Text Link AdvertisingStandard banner adverts can be bought on a per site basis or on performance networks where you
may pay per click rather than per thousand ad impressions.
E-mail and Mobile MarketingReach consumers directly at their inbox or mobile phone. You can place banner ads in e-mails or
send targeted offers to mailing lists. Mobile marketing can take the form of targeted sms or ads on mobile sites
Search AdvertisingAlso known as SEM, Google AdWords. Similar to directories advertising, reach people as they
search forproduct information. Highly targeted, pay only when ad is clicked, no minimum spend.
Social MediaUsed to engage and create discourse directly with “Brand Fans”. Social advertising platforms are
developing and beginning to match Google Adwords for cost efficiency. Promotional campaigns carry strict conditions.
Planning is a science and an art
Audience Review:
Who are they?
How do they live?
How do they consume media?
What does this reveal?
Site selection
Format selection
Innovation! think different
This info can come from the client’s side and/or different media tools: Comscore Nielsen Google IAB research Publishers figures and info
Depending on: Audience(s) Product Objective(s) Overall timing
Despite the technology, relationships matter
Human to human relationships are invaluable
Small successful steps, built up over time.
Proactive ideas are very welcome
Their chances of success are in directly in proportion to their proximity to a brief or a real client business
solution.
Tell us what we don’t know
Those tangible insights into how your visitors use the site. Beyond the stats we can already access.
Editorial insights. Good stories. Upcoming innovations.
Successful Characteristics…
Being helpful. Being consistent. Understand our workings. Understanding the client’s business.
Summary – What are some of the key differences?
Technology is tied to digital – skill up but remain human.
Accountability is key – the digital mantra is “let the data decide”. Often
previous history will influence future buying decisions (it’s not personal).
There are a lot of channels – decent planners will draw from a multitude
of sources to craft a plan. This is where your skills will have an impact.
Relationships – build trust with buyers, helping a little and often builds
trust and prepares the ground for the big battles.
To end, here are my final tips…
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Don’t be afraid to fake it ‘til you make it…
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Don’t be surprised if your new product isn’t a hit straight away…
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Dealing with some agencies can be frustrating…
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But follow my tips and we’ll all end up as happy as…
Created by John Buckley
Twitter: @bucklesnz
July 2013
Editorial images courtesy of the Guardian Eyewitness News App.
https://itunes.apple.com/us/app/the-guardian-eyewitness/id363993651?mt=8
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