advice for selling online advertising

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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