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Digital CapabilitiesMedia Planning & BuyingPresented to Mavis Takemoto
Music Campaigns
Our Exclusive Pre-Roll Video Solution
Target specific content (at URL level) that drives intended outcomes: Traffic to website, video views, clicks to a form page, conversion to purchases.
First of its kind technology allowing clients to do something never before possible with online video content
Pre-Roll Ad Unit (aka your TV spot) Companion Banner Ad
What makes TECVu different?
TECVu utilizes an algorithm that weighs a myriad of up-to-23 individual variables (based on client objectives) to proactively identify and target the content most likely to generate intended outcomes.
URL - PageVideo authorVideo IDVideo URLViews - Per dayViews - TotalYouTube Rating
CategoryChannelCreditsDate - Days on SiteDate - PublishedDescriptionDislikesElementID
KeywordsLast UpdatedLengthQuery KeywordsSyndicationThumbnail URLTitleURL - Mobile
Sample Pre-Bid Data
Better Pre-Buy Intelligence via Pre-Bid Data
Included in Report:• Most views• Most likes• Who posted content• How old is content
• Includes video and display to deliver good reach and frequency• Run :15/:30 pre-roll video based on content and demographic targeting• Includes re-targeting• Optimize the campaign on performance in real-time
Delivering 30% - 40% lift in key metrics when purchasing YouTube video inventory!
Theatrical: Conquest Competitor’s Content
Theatrical/Blu-ray/DVD Release: Same Technology, Different Ad Unit
Overlay Ad Unit
Companion Banner Unit
TECVu Reporting
Identify the right audience
Launch & optimize
Report on results
Demand-side platform with 100% proprietary technology
RTB across all tactics (display, video, social & mobile)
Attribution & reporting across all channels Ad serving, tracking & analytics (use our
server or yours) Access 3rd party data not offered on any
other DSP Our buyers have more control to shortcut
the performance of algorithms
Our Approach to Buying Digital MediaTransparent – Accountable - Impactful
3 Ways to Buy Online Inventory
Demand Side Platform
UPSIDE- Maximum reach, user
targeting possible- Transparent CPMs from
$5+
DOWNSIDE-Newer concept for clients
Ad Network
UPSIDE- More reach than a single
publisher
DOWNSIDE- CPMs from $8 - $15 with
big markups- No transparency about
publisher/placement
Publisher Direct
UPSIDE- Know the exact site
- Custom units
DOWNSIDE- No user targeting
- High $20 - $80 CPM’s
1 2 3
Improve Performance & Efficiency
Video
Search
Mobile
Display
Social
Data
Technology
Retargeting
RTB delivers Lowest
available CPM $
Attribution and reporting
across all channels
Access 3rd
party data for additional
direction in finding the right
audience
On a single platform!
Single Platform = All Digital Tactics
Newsfeed & Standard Ads
Access to many ad networks and publishers .
Display Exchanges
Display Inventory – Several Sources
4 million publishers available
This reach is not available with any ad network
Inventory: Supply Sources & Sample Publishers
Video Supply Sources Sample Publishers
Granular Learnings – Focused Reporting
Standard, Preformatted ReportingIncludes Performance by:
Frequency Ad Format Site Category Website Creative Day of Week Time of Day
Position on Page Ad Exchange Geography Browser Type Device Type Operating
System
Third Party Data
Sample 3rd Party Data
Element PathInterest > Arts & Entertainment > MusicPurchase Intent > Music > Affinity
Seasonal > Winter Holiday Shopping > Winter Holiday Shopper - Interest: MusicModels > Propensity > Country MusicInterest > Arts & Entertainment > Music > Genres > Rock & PopTV Audience Data > Awards Events > MTV Video Music AwardsInterest > Arts & Entertainment > Music > Genres > Urban & Hip-HopInterest > Arts & Entertainment > Music > Genres > Alternative/Punk/MetalBranded Data > Colligent Affinity Target > Music > Pop > Jennifer LopezBranded Data > Colligent Affinity Target > Music > Rock > SlayerBranded Data > Colligent Affinity Target > Music > Country > Toby KeithBranded Data > Colligent Affinity Target > Music > Rock > Bruce SpringsteenHistorical Buyer Of > Retail > Entertainment > MusicBranded Data > Colligent Affinity Target > Music > Electronic
Case Study: Life On A Rock
SOLUTION: Through TECX we were able to build a custom channel of baseball related websites, including MLB.com. This custom channel allowed us to access premium inventory and deliver more impressions at half of the CPM, with no minimum investment.
OBJECTIVE: For Kenny Chesney’s Life On A Rock release, the client wanted to run display ads on MLB.com
CHALLENGE: Going publisher direct, MLB.com required a $15,000 minimum investment to run display ads throughout their website. In addition to the significant minimum investment requirement, the site offered double digit CPM’s for display.
Sites From the Custom ChannelMLB.comaol.sportingnews.comrantsports.comsbnation.com
Search
SEM is a critical component of all digital media campaigns because it drives consumers quickly through the conversion funnel and directly to your product purchase page.
We manage all of our SEM campaigns through Google Adwords and have developed winning strategies to drive sales of music and entertainment releases in a cost-effective manner.
All of our SEM plans include:• Keyword research and analysis • Bid management• A/B copy testing• Conversion tracking• Continual optimization• Fully transparent reporting.
Mobile
Site or App SpecificBuy using Display and/or Video Units
Concrete/TEC Exclusive
Performance BasedCost Per InstallCost Per ClickCost Per EngagementCost Per InstallCombination Buys
Real Time Bidding via TECXBuying Impressions at lowest CPM within mobile apps and sites.Optimization of Media in Real Time.
Price: $17.5k for a 10-day flightDeliverables: Listening Screen takeover (100% SOV for 24 hours), followed up with banners and additional In-App media (which can be targeted to artists or genres or dayparts).1 Day Listening Screen: 3.5MM ImpsFollow Up In-App Banners: 2.0MM ImpsTargeted In-App Banners: 2.5MM ImpsEst CPM: $2.19 Value: Regular Cost $30K+
We Recommend Buying Mobile Using 3 Tactics
Custom Interstitial: Miranda Lambert
Interstitial(Full Screen Takeover)
Interstitial Ads, also known as full-screen ads, take over a user’s screen and increase engagement.
Standard Banner: SomeKindaWonderful
Standard Banner Ads
Standard banner ads are sharp and clean which means your ads will look native and engaging.
Custom interactive CTAs on each panel
• Amplify banner space with multiple creative• 1 Impression = Multiple Banners = Low Cost per View• Creative rotates 360 degrees in the banner space
Rotating Banner: Pawn Shop Chronicles
Want to see our mobile creative in action?Check out www.tec-direct.com/mobile_creative
Intelli-Video : Serves Video only when detects Wi-Fi
Standard response to Click
Custom Full Banner + Intelli Video: J. Cole
Custom Full Banner + Intelli Video: Jake Owen
SOLUTION: With three days to plan and setup the campaign, we put together a cost-effective media plan including mobile banners and interstitials that ran over a three week period. TEC delivered the creative for the campaign as added value.
OBJECTIVE: Add a local market mobile campaign to compliment the success of their single and generate even more awareness to drive pre-order sales for the upcoming album.
CHALLENGE: SomeKindaWonderful was a brand new band that did not have much of a following or a large media budget.
Fans: During the second week of the flight, newly acquired Twitter fans increased by 600%, and overall fans increased by 313%Source: Music Metric
Case Study: SomeKindaWonderful
RESULTS:This campaign delivered 2,852,186 impressions and almost 25,000 clicks (.88% CTR). Results show that mobile campaigns can be a cost efficient method to generate valuable user engagement and awareness for this new band.
Contact Info:P. 312-551-0832F. 312-551-0835info@tec-direct.com
TEC Direct Media134 N. LaSalle Street, Ste 840Chicago, IL 60602
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