Paid Media Notes.docx

Session 2 Traditionally paid media was outbound marketing: Inbound marketing: Inbound marketing centres on creating and distributing content that draws people to our brand (Enterprise → Clients) Outbound marketing: Outbound marketing involves proactively reaching out to consumers to get them interes...

Session 2 Traditionally paid media was outbound marketing: Inbound marketing: Inbound marketing centres on creating and distributing content that draws people to our brand (Enterprise → Clients) Outbound marketing: Outbound marketing involves proactively reaching out to consumers to get them interested in a product. (Clients → enterprise). There are cases in which paid media can be used as inbound marketing Examples of paid media: social media ads, retargeting ads and promoted pins When do we use paid media? New audience you want to reach New market When you are a new brand When you have a lot of competitors New campaigns Integrated marketing system: Paid Media : paid media includes content that you pay to promote → complete control over the message and the target. Shared Media: organic ambassador which are sharing content without paying → increase brand awareness Owned Media: Social media of the brand → complete control over the message and the target. Earned Media: anything created by users, customers,and fans who promote your brand by word-of-mouth → more trusted and authentic. Internet listening to you? Retargeting ads Advertising (paid media) can fly in the flywheel of the customer experience: ads are content Media plan —> The goal of the media plan is to find that combination of media that allows the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost (considering resources and budget). A media plan is the blueprint for our campaign efforts. When creating a campaigns you need to : Media planning: Media planning is the process of determining how, when, and where your ads are shown to a targeted Media buying : The process of purchasing your paid media placements. Takes the insights from the media planner and negotiate buying ad space across the intended media channels The paid media plan sets the vision and goals for your business, and media buying executes on the strategies in a way that maximises the Budget for the campaign We can buy: bidding, manual, by telephone Optimization: The goal of media optimization is to refine targeting, decrease spend, and increase the return on investment. Working models with agencies: If you are big companies, you work with agencies to launch campaign —> hybrid If you have a big marketing department you do it 100% in-house Who is a media planner? Media planners : are the people figuring out media platforms for new campaigns. Their tasks: Conduct the research to figure out how to achieve what the clients wants Outline objectives goals for the campaign Choose more than one platform if necessary and set a budget for each medium Media buyer Less strategic, more executor The components of a media plan: Intelligence analysis Target market coverage The media mix Budget considerations Geographic coverage Scheduling/Phasing Media goals : Reach vs Frequency or and Frequency Creative aspects and mood Measurement Flexibility Geographic coverage: Media strategy is based upon market coverage → It is important to consider cause Reach vs frequency Reach: The estimated number of potential consumers who could see our specific campaign or advertising medium. You measure reach by impressions. Ration between impression and time Frequency: how many times each unique user views an ad within a predefined time frame. Media scheduling Continuity: Best for non seasonal product or consumer goods → advertising runs steadily Flighting: Seasonal product category → intermittent and irregular period Pulsing: Is a mix in between. An example of it are airlines. Where for instance in summer they start to advertise more Content is KING Time is important Process behind it Discovery —> media planner has to conduct a market research and identify the target audience. Strategy & Planning—> build a strategy and the media Execution—> media buying process and execution Measurement—> track and adjust, final measurement Session 3: Media Channel across the marketing funnel Main goals depending on the stage of the funnel Main channels across the funnel, role of each media channel Channel selection: reason why / rationale Main KPIs across the funnel per objective Targeting and retargeting Session 5: CHANNEL ROLES ALONG THE FUNNEL What is a Media Channel? A media channel is a medium between a brand and its target audience. It helps communicate advertising & content to your customers and or prospects effectively via the most suitable channel FOR SEVERAL OBJECTIVES. Media has multiple roles on customer journeys. Upper Funnel: Prospect, reach Inspire Middle Funnel: Engage, attract Help, compare Lower Funnel: Convert Loyalty AWARE/DISCOVER: The perspective of the user: make the brand known by a greater volume of people Objective: coverage and reach, reaching high volumes Communication channels: mass media TV, radio, digital Goals: Introduce, Remind, Explore/Seek more info, Desire KPIs: Awareness, Unaided Awareness, Top of Mind, Differentiation Key Consideration Channels: Display, Video Advertising, Native Advertising, Audio/Online Radio, Social Media Contextual Ads Video Online: Connected TV, Preroll, Youtube / KPIS: Views, Reach, Frequency, VTR Display: Skin, Display Scroller, Full Image Video / KPIS: Views, Reach, Frequency Contextual Ads: Right moment, media integration in editorial CONSIDER/PREFER: The perspective of the user: beginning to consider for next purchase Objective: from knowledge to conviction, emotion and co-participation Communication channels: testimonial, influencer, social media, video strategy Goals: Trigger desire, persuade, convey KPIs: Consideration, FIrst Choice Consideration, Brand Love/Favorability Traffic Key Consideration Channels: Paid Social, SEO/SEM, Influencers, Branded Content, Blogging, Retail, Display/Native Editorial, E-commerce Ads CONVERSION/PURCHASE: The perspective of the user: leave your data, or complete a purchase Objective: make the choice easy and immediate (lead and/or purchase) Communication channels: email marketing, programmatic advertising, marketing performance, digital geo proximity market Goals: Try, Use, Inscribe KPIs: Purchase, Download, Leads Key Consideration Channels: Paid Search + SEO, Affiliate Marketing, Email Marketing, Paid Social, Display Programmatic, Digital Resellers A Media with a Call to Action (CTA) Message It is here that the messages become rather direct and the public is invited to act. To buy. To choose. And not just interact. RECOMMEND/LOYALTY: Recognise, Reward, Give Advantages, Be close to the client Whatsapp, CRM/Emailing Clients, Paid Social Clients, Programmatic Clients, Blog/Content Creation, Website Personalization Paid Search: SESSION 8 Definitions SEO (Search engine optimization): It is the methodology or best practices by which we can increase the quantity and quality of organic traffic that reaches your website from search engines Key Levers: Content (receive searches related to your product/ service) Architecture (provide optimised experience) Technical SEO (update the code that is not directly seen by the user that influences ranking) SEM (Search engine marketing): It is the methodology or practice by which the visibility of a brand is improved through paid marketing actions on search engines Key levers: Ad Rank = Max CPC x Quality score (expected CTR, Ad relevance, Landing page → all ranked 1-10) Main metrics Ad Rank = Max CPC x Quality score (expected CTR, Ad relevance, Landing page → all ranked 1-10) Keywords Bidding and Auction process How to create a new campaign Business objective Campaign structure Budget and bids Audiences Affinity segments: Reach users based on what they're passionate about and their habits and interests. Custom segments: Custom segments help you reach your ideal audience by entering relevant keywords,URLS and apps. Detailed demographics: Reach users based on long-term life facts. Life events: Reach users when they're in the midst of important life milestones. In-market: Reach users based on their recent purchase intent. Your data segments: Reach users that have interacted with your business. Website and app visitors: Reach people who have visited either your website or your apps. Customer Match: Reach your existing customers based on your CRM data. Similar segments: Reach new users with similar interests to your website visitors or existing customers KWs & ad content Ad extensions Session 10 Display Adv Display adv definition, benefits Ad formats and placements, Ad Networks Adblock and banner blindness Creative and production process Targeting criterias Retargeting Always on campaigns Bidding types Platform Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics, on networks of publisher websites, such as the Google Display Network, and are placed on relevant third-party websites. Online Display ADV refers to certain areas of a website or blog that are reserved and sold to advertisers for them to promote a particular product or service Display advertising uses a push approach where users are targeted purposefully for those ads. AD network: connects advertisers to publishers. Advertisers define their target audiences and then it pushes banner ads to appear on publisher properties – websites, applications and videos. Google Display Network: Google Ad network Google AD Sense: allows publishers to place ads on their websites and other "real estate" in exchange for a "commission." These publishers make up a portion of the Google Display Network that advertisers can leverage through Google Ads. Google Ads: Google advertising Platform for Search and Display Display advertising generally falls into two camps: it is either branding or performance focused. Brand focused display advertising centers around: brand awareness, product education, product trial, brand favorability, brand engagement and brand consideration. Performance focused display advertising consists of: digital sales, lead generation, website visits, customer calls, footfall and downloads. A good display strategy looks at the entire customer and media picture – evaluating what other channels are live, when they are being seen, who the core consumer is, the brand’s relationship with that consumer and so on. Measuring the success of your display advertising depends on the types of campaigns you are running and your chosen KPIs Click - through rate (CTR): The total number of people who click on the ad after seeing it. Cost-per-click (CPC): Total cost divided by the number of users clicking on the ad. Cost-per-mile (CPM): Cost per thousand impressions. Cost-per-acquisition/action (CPA): The overall campaign spend divided by the total number of conversions. It allows an advertiser to pay for a specified action from a prospective customer. Return on investment (ROI): The difference between the total revenue generated from your campaigns and total cost of running it in order to calculate the net profit. Post view conversion: When a user doesn’t click on a display ad but is influenced by it and returns to a site and then proceeds to convert. Post click conversion: When a user clicks on a display ad and proceeds to convert on a site. What Are The Benefits Of Display Advertising? Speed: Display advertising is generally quicker to deploy, adapt and pause than any other media. Targeting: Hyper-targeted to relevant users based on real time data. Coverage: Reach the majority of the global market on multiple devices via the network chosen. Formatting: Dynamic delivery of content within ads – video, rich and standard formats. Data Measurability: In-depth data allows for improved performance over time. Cost: Low-cost means for advertisers to engage with large audiences and established communities What is a HTML5 banner ad? Put simply, a HTML5 banner is an ad that uses the same coding language used to design and control webpages. HTML5 banners are therefore coded, updatable and interactive – unlike static banners. For example, within a HTML5 banner ad, text, images, video, and JavaScript are easily editable, much in the same way as any webpage. Thus basic HTML5 banner ads can be coded to automatically optimize to look perfect for every device and website. The concept of AB or Multivariate Test Creating an ideal banner from the get - go, that will perform perfectly, is pretty much an impossible task. There’s no such thing as improving without adapting. Progress comes with change, and we all know what that means A/B testing. Experiment with all the elements of your online banners and see which one works best. Play with the headline, CTA, the colours, the copy and even the size of your banner. Targeting Criterias: Detailed Demographics: Reach users based on long-term life facts. Keyword Targeting: The ad will be placed alongside content on websites that contain any target keywords defined. Placement Targeting: This allows you to choose which website(s) your display ads appear on. For example, if you’re targeting a fashion audience, you can have your ads display on specific websites such as Vogue or Elle (Whitelisting) Topic Targeting: Allows to target a group of websites that fit within a certain topic. Interest Targeting: Serve display ads based on what users are entering into the search engine. Audience Targeting: Allows you to target users who have already visited your website (remarketing). Google use the following categories: Affinity: Reach users based on what they're passionate about and their habits and interests. In-Market: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent. Custom Intent audiences: Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences. Similar Audiences: finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics. You can advertise the following types of display ads with Google Ads: Text ads Image ads Animated ads: Animated ads are similar to gifs. The animation ads must stop after 30 seconds. The ads can loop or repeat, but the animation needs to stop at the 30-second mark. Rich media ads Video ads: The Google AdWords interface lets you run video ads on Youtube and the Display Network. Your potential customers can see your video ad content before, during or after their video content. Mobile ads: With Google Ads, you can exclusively target mobile users. As more users spend time on their mobile devices, targeting mobile users is a must. Gmail sponsored ads: Gmail sponsored promotions (GPS) only show up in personal Gmail boxes. These small ads look like emails. The ad can accommodate 25 character text headline and 100 characters of body text SESSION 12: Programmatic Programmatic definition, pros and cons Cookie concept SSP, DSP, ad-exchange, ad-servers and DMP definition Ad Verification Definition: Programmatic advertising is a process that automates the buying and selling of digital advertising inventory across various platforms, including websites, mobile apps, video, and social media. It utilises sophisticated algorithms and technology to match advertisers with relevant audiences and display ads on appropriate placements in real-time. Key characteristics of programmatic advertising Automation: Programmatic advertising eliminates manual processes, streamlining the ad buying and selling process. Targeting: Advertisers can target specific audiences based on demographics, interests, behaviours, and other factors. Data-driven targeting ensures ads reach the right audience at the right time. Transparency: Programmatic advertising provides detailed reports and data insights for both advertisers and publishers. Real-time optimization: Through bidding, we can adjust our strategies to achieve the objectives that best suit our strategies and businesses, giving us the possibility of real-time optimization. Scalability + Creatives: Programmatic provides an access to target audience among a vast volume of available inventory through multiple creative formats, with the ability to negotiate agreements with a large list of publisher/media groups. Key components of programmatic advertising: Usually outsourced to a marketing agency Ad server: a software platform that manages the delivery and tracking of online advertising. They are used by both publishers and advertisers to manage their digital advertising campaigns. Advertisers use ad servers to control the placement and timing of their ads. Publishers use ad servers to deliver ads to their websites and mobile apps. Trading desk (ATD): is a specialised team within an advertising agency that manages and optimises programmatic advertising campaigns. ATDs use a combination of technology and expertise to help advertisers buy and place ads across a wide range of digital channels. (again not in house) Demand Side Platform (DSP): a software platform used by advertisers and agencies to manage and automate the buying of advertising space across various digital channels. Think of it as the buyer’s side of the equation in programmatic advertising. Central access to publishers, networks; targeting control; brand protection (white list), bidding and budgeting. Supply Side Platform (SSP): a software platform used by publishers to sell advertising. It is a platform that brings together a large number of digital publishers who make their advertising space available. Automatic optimization, buyer connection (DSPs etc), integrated data and segmentation into its inventory, price control, block advertisers etc. They can be both at the same time (ex: amazon). Ad exchange: where the buying is happening. Done in milliseconds. A marketplace where publishers can sell their ad inventory to advertisers. Ad exchanges connect publishers and advertisers in real time, allowing them to auction off ad impressions in a competitive environment. Data Management Platform (DMP): it gathers data from various sources and makes the organised data available to both DSPs and SSPs. Ad Verification Tools: tools that measure the quality of media inventory. Traffic Verification: identify and filter out fraudulent traffic, like bots and click farms, that generate fake impressions or clicks. Viewability Measurement: assess whether the ad was actually seen by a human user in a viewable area of the page. Placement Verification: confirmation if the ad is shown on the websites and in the locations which the advertiser specified, preventing unauthorised placements. Brand Safety Screening: analysis of the content of the website where the ad appears, ensuring it aligns with brand and is not associated with harmful or inappropriate content. Fraud Detection: identify and flag suspicious activities like malware insertion, domain spoofing, and ad injection. Relevant metrics in programmatic advertising: Buying model in DSP is CPM (cost per thousand impressions) Viewability is defined as the minimum amount of time and space that an ad must occupy on the screen to be considered viewable. Why is Viewability important? To ensure that ads are reaching the target audience and not wasted on non-viewable impressions. To evaluate the quality and performance of your ad inventory, publishers, and placements. To improve ad creative and design to make it more engaging and relevant for the users. To align campaign objectives and budgets with viewability goals and expectations. Obstacles of Viewability It is not a standardised or consistent metric across different tools and platforms. It does not necessarily reflect the impact or effectiveness of the ads, as it does not measure other factors such as attention, engagement, recall, or conversion. It can be affected by various external factors, such as user behaviour, device type, browser settings, or ad fraud. It can be costly and complex to measure and optimise, as it may require additional resources, tools, and expertise. Programmatic Buying Models: Audience Segmentation and Targeting: Prospecting Audiences - Awareness: Demographic and Life Events Audience: Combine elements of both geographic and psychographic segmentation, like income, age, gender, family size, parental status (single, married, etc). Life Events Audience is based on important life milestones, like graduating from college, moving homes, or getting married. By understanding when these moments are taking place, you can tailor your advertising to reach the right users with the right messages. Ex. Targeting young professionals living in urban areas with ads for eco-friendly clothing brands. Prospecting Audiences - Consideration: Contextual Targeting: Contextual targeting audiences allow placing ads on websites and apps that are relevant to the specific content users are engaging with, rather than solely relying on their broader demographics or interests. Focus on content: Ads are displayed based on the themes, keywords, and overall context of the webpage or app, ensuring greater relevance to the user's current interest. Ex. Promote travel deals on travel blogs, advertise workout equipment near fitness articles etc. Prospecting Audiences - Consideration: Affinity and Custom Affinity: Defined groups of people categorized based on their specific interests as they browse pages across the web. Users who have an interest or affinity for a specific service or product. "Auto enthusiasts," "Luxury travelers," "Tech early adopters," and "Pet owners.“ Users who have an interest or affinity for a specific service or product. Prospecting Audiences - Consideration/Conversion: Similar Audiences: Reach people who share the interest profiles of existing customers. Similar/Lookalike Audiences combines 1P Audiences data, Google Rich Audiences data and the Similarity Modeling algorithm to create a custom audience of users who are likely to engage, click and convert with your ads. Ex. Targeting similar users who are similar to our frequent flyers to South America. Prospecting Audiences - Conversion: In-Market Audience: Audiences based on users' purchase intent. Segments of potential customers actively researching or considering purchasing specific products or services. Search queries related to those products or services (buy a wedding dress) Websites and apps they visit (e.g., product comparison sites, review platforms). Content they engage with (e.g., articles about buying guides, tutorials). Purchase history (if available). Creative Formats: Brand day/Brand Week is a format inside display where all the advertising spaces of the published are exclusively booked by one brand during a certain period of time. Usually, this format is used for new products launches, temporary promos or any other Branding activity. Rich Media Rich media is an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content by touching, dragging, scratching, swiping, spinning, playing a game, watching a video, and more. Types of Rich Media: Dynamic ads. Ex: product feed ads (showing current best offers). Interstitial ads are interactive full screen ads that cover the entire screen of their host app or website. Video ads Gamification ads Floating ads. A floating ad usually covers a small portion of the site’s content and can be made in different formats, such as previously mentioned video or gamification ads. Advantages: Higher engagement rate. Better visibility. The variety of rich media ad types allows brands to stand out with their ads and achieve nearly 100% visibility, e.g., using floating banners. Reduced banner blindness. Banner blindness is a phenomenon when visitors subconsciously (or not) ignore any banner-like information on the internet. Multiple performance: engagement rate, reach, display time, interaction and dwell times, etc. Video Ads: In Stream In-stream ads are brief video ads that seamlessly play within other video content on platforms. Placement: Pre-roll: Play before the main video starts. Mid-roll: Play during the main video at designated intervals. Post-roll: Play after the main video finishes. Types: Bumper ads: Videos of short duration up to 6 seconds and they appear before, in the middle or after another video. Users can’t skip these ads. Non-skippable:Video ads which cannot be skipped. Up to 15 seconds. Skippable ads: Video ads which allow them to be skipped after five seconds. Video Ads: Out Stream Out-stream video ads, also sometimes called in-read or native video ads, are a type of online video advertising format that appears outside of traditional video players. Outstream ads blend seamlessly with surrounding editorial content, typically on websites or social media platforms. Native Ads Native advertising is a form of paid advertising in which the ads match the look, feel and function of the media format where they appear. They fit “natively” and seamlessly on the web page: Promoted articles on news websites: These articles look and feel like regular news articles, but they are sponsored by a brand. Sponsored content on social media: These posts look like regular social media posts, but they are paid for by a brand. Native ads in search results: These ads appear at the top of search results pages and look like regular search results, but they are sponsored by a brand. In-feed native ads: These ads appear in the feed of content like news articles or social media posts and are designed to blend seamlessly with the surrounding content. Audio Ads Audio Programmatic employs the same buying and selling principles. This includes advertisements on music streaming platforms, podcasts, internet radio, and any other digital audio channel. Ad pods: “slots” for one or more audio ads in the content. Ads in audio can appear as pre-roll (before the content) and mid-roll (in-content), each offering specific advantages. Session 11 : Video adv Out-Stream Video Ads : The main characteristic of this ad format is that it shows up in a non-video environment. Outstream videos are video advertisements that will appear within the content of a webpage. These ads might pop up in an app or automatically play in a blogpost when the user scrolls over them. These video ads will play automatically for as long as the user has the video player in frame. If the user continues scrolling, the ad will automatically pause Skippable→ CPV: cost per view Non-skippable: you pay for CPM Social Adv SESSION 14: INTRO TO PAID SOCIAL MEDIA How do you use paid social media to achieve your business goals? Paid Social Media: advertising on social media to a targeted audience to achieve a marketing goal Traditional vs Social Media: Get to know your audience better (more easily and more deeply) It is important to listen start conversations that add value and not noise the user experience Quality > Quantity One of the key reasons why social media marketing has grown so much in popularity in recent years is because it was “free”. So, one of the biggest benefits of social ads is that they weren’t “spray and pray” but you had CERTAINTY. No longer free. Organic search is declining. Organic ads → no guarantee of impressions (changing algorithms or restricted reach) Paid ads → guaranteed impressions What to do: Quality>Quantity: decrease frequency and focus on quality and relevance Sponsorship of content: need for a constant allocation of budget for the promotion of content Combine Paid Campaigns with organic activity - HYBRID Social Media Strategy: Winning Strategy: Organically target customers through content and community-building while supplementing Social Media advertising strategy with paid campaigns Use organic activity to build relationships and familiarity with the brand, employee advocacy, customer service, customer connection Use paid activity to ensure and expand reach and encourage conversions Sponsoring content doesn't necessarily make it successful. Quality and relevance remain fundamental How does paid differ from organic? A good sponsored posts looks exactly like an organic post with a subtle “Sponsored” label Paid posts should tick the following boxes: Centered around a specific product, service, promotion Include some sort of call-to-action (“try our demo”, “shop now”) Lead to a (social media) landing page tied to the aforementioned promotion Basic rules of social media marketing: Social Media Marketing is a fundamental and accessible channel for companies of all sizes , but Social ads require planning and we need to consider the following STEPS to be efficient: Define goals and build a strategy Each social network has its own rules and audiences Understand how ad targeting and bidding work Measure results and learn to better perform Campaign Structure: Campaign Creation: the main superstructure which houses everything else. Ad Groups: when setting up groups, what we are doing is choosing the audience we are going to target. Within the same campaign we can have several different audiences depending on our needs. Ads: the “building blocks” that shape social media advertising. We have to decide the creatives (text and images). You can have several ads within one group. 1.SETTING YOU MEDIA GOALS 2.DEFINING TARGET AUDIENCE Macro Segmentation: Demographics (location, age, gender, languages) Life events (education, relationship, workplace, home+living, purchasing at home, retirement) Interests Behavior (mobile access, digital activities, expats, purchase behavior, frequent traveller) Tech and Placements (Specific mobile device, OS, Connectivity (wifi) / feeds, stories, in-stream, search, in-article, audience network) Micro Segmentation: Lookalike Audiences can help find new customers. Used to find people who are similar to current customers. Increased number of high quality leads. Sources: customer info, website visitors, app activity, engagement, offline activity Which is the best social (for me)? When choosing where to place your ads, it’s also helpful to know which networks are most popular with your target audience. The choice of the Social channel depends on many elements. Among the most important factors to evaluate: Where your target customers are most concentrated (usage, groups, etc.) Where your target customers are more accessible (favorite media, ad targeting, etc.) Where your target customers interact more with advertisements (test) Facebook Advertising Strategy: Facebook is king. Recent algorithm changes have basically forced businesses to invest in paid campaigns or abandon ship. Facebook is still the preferred place for 97% of marketers to run paid ads for a reason: The biggest benefit of Facebook ads is the ad targeting function that lets you pinpoint specific people who are most likely to buy. Facebook ads help you achieve one of three broad types of campaign objectives: Awareness: Build brand awareness or increase reach. Consideration: Send traffic to your website, increase engagement, encourage app installs or video views,generate leads, or encourage people to communicate with you on Facebook Messenger. Conversion:Increase purchases or leads via your site or app, or drive foot traffic to offline stores. Creating an audience: On Facebook, Businesses can define audiences from scratch based on specific parameters such as: Location: for example, local businesses can target their own cities or serve ads to nearby neighborhoods where new customers might be waiting Age: if your audience has a broad age range (think: millennials versus baby boomers), you can segment your ads accordingly rather than take a one-size-fits-all approach Interests: based on your users “likes” and Facebook activity, the platform can highlight potential customers Demographics: additional details such as education level or relationship status can help you target specific social media personas that resemble your real-life customers Custom Audiences: Also known as “remarketing ads”, Custom Audiences can be a game- changer for your Facebook ad strategy. Simply put, these types of ads target members of your audience who’ve interacted with your business in the past. Lookalike Audiences: Another key feature of Facebook ads, Lookalike audiences empower businesses to target new prospects based on current customers: you can target a Facebook audience that resembles your most loyal customers or people who’ve already engaged with your ad campaigns. If our Facebook ad strategy is centered around prospecting and awareness, Lookalike audiences is the right strategy. Some tips: Make them entertaining (so they don't feel like ads) If possible, use video (favored by the algorithm and leads to higher engagement) Quality check Instagram Advertising Strategy: Instagram uses Meta Ad Manager You can create ads that appear in feed as well as story ads Formats: Images: may appear in the square, landscape, or vertical format Videos: square or landscape (except for stories) Carousel: square or vertical in feed and stories Stories: can support any type of media, photo or video In-stream video Reels: full screen vertical Instagram Shop: single image, carousel or collection, link to you websites Product Details Page Algorithm: factors that determine what gets shown: Interest: how much it predicts you'll care about the post Timeliness: how recent the posts are Relationship: accounts u usually interact with Frequency: how often u open the app Following: content from accounts u follow Usage: how long u spend on the platform LinkedIn Advertising Strategy: 65% of B2B companies have used LinkedIn paid ads to acquire new customers. The platform is also 277% more effective than Facebook in generating leads. Start by signing into the LinkedIn Campaign Manager. Ad types: Sponsored Content: LinkedIn sponsored content looks just like a regular post that you’d see on your feed except with a CTA button and a “promoted” label Message Ads: deliver your ads as messages straight to your target audience’s inbox Text ads and dynamic ads: Pay-per-click (PPC) text ads appear on the right-hand side of a desktop screen. They include a small image along with a short headline and blurb. Lead Gen Forms: These forms auto-populate the form fields with relevant information about the prospect; all they need to do is click on the “submit” button and they’re set. Since there’s minimal effort required from your target audience, they can move along the funnel and convert into qualified leads quickly. TikTok Advertising Strategy: The TikTok for Business solutions was launched in June 2020 with TikTok Ads Manager. SESSION 17: Media Measurement and main models The user journey becomes increasingly complex, increasing the number of points of contact before making the purchase Attribution model → we assign a certain value to different channel that has gone through the user journey What is the attribution model? An attribution model is a set of rules by which a certain value is assigned to the different channels that user has gone through before performing an action that we interpret as a conversion. Benefits of attribution analysis Look for the effective investment (budget optimization): What is really working and what is not. This is the main goal of using an attribution model. Channel Synergy: This information allows us to optimise the channels and determine the importance of each of them, the keywords that attract users or which channel precedes and proceeds the maximum experience. Development and creativity: It gives the opportunity to evaluate the most creative elements of the campaigns and the most attractive ones with the aim of perfecting the message, the visual elements and knowing how and when to communicate with the users. Main attribution models: Single touchpoint Multi-source or multi-touchpoint SINGLE TOUCHPOINT For example : email (first) → display → SEM → IG (last) → Buy These models assign all credit to a single touchpoint, being the first or last or the Lead-Conversion. Last touchpoint or last click : full attribution credit to the last touchpoint that the consumer interacted with before converting.This model is the most popular and the one that is predetermined in the Google Analytics account. CONVERSION First touchpoint : The "First Touch'' attribution model assumes that the consumer converted after the first ad they viewed. Grants full attribution at the first touchpoint, regardless of what happened next. AWARENESS Lead conversion: The other common single-touch model is the “lead conversion click” attribution model. This is where 100% of the revenue credit is given to the action that drives the visitor to become a lead (i.e. give you their contact information. INCREASE LEADS The tricky thing here is that both the First Click attribution model and the Lead-Conversion Click attribution model are sometimes called “First Touch.” MULTISOURCE This model attributes credit to each channel for being part of the user's final conversion. It Represents the entire buyer journey and takes into account multiple touch points that include everything. Linear model → this model weighs equally each of the touchpoints through which the consumer CONVERSION Time decay→ assign the majority of the credit to the last touchpoint and decrease the credit based on the time of interaction LONG SALES CYCLE U shaped → 40% to the first one, 40% to the last one, the remaining 20% is split between the rest It Makes sense that we use this model to measure the effectiveness of campaigns that start with PPC AWARENESS AND CONVERSION W-shaped: 30% for first, 30% for last, 30% for the one that created the lead, 10% for the rest LEAD GENERATION Z-shaped: Each of the touchpoints receives 22.5% credit and 10% is divided equally between the remaining points AWARENESS Data driven, algorithmic or personalised attribution: It refers to those models where a percentage of the sale is assigned to each interaction based on the value it brings together with the rest of the interactions. VERY COMPLEX CUSTOMER JOURNEYS How to choose the right attribution model? Time to convert Active channel, including offline aspects. The fewer channels, the easier the model you can use will be Long purchasing → algorithmic or W-shaped Establish what you are trying to measure Identify the user even on different devices Try Session 18: Offline Media Offline marketing refers to any advertising that is carried out using traditional offline media, such as television, billboard ads, print and radio. Main benefits: Build brand awareness Impulse sales Reaching customers where they are (low digital consumers) Testing regional and local markets Bridging offline marketing to online conversions → omnichannel Impulse consideration with omnichannel media experience TV: Audiovisual trends: Audiences are concentrated around content Linear tv falls exponentially but still leads Linear tv concentrated the most audience The level of attention varies according to the context and the device The challenge is to be where the audience is. TV: Planning and Buying Principles 1. Target Planning Homes Adults Specific custom Reach/Frequency 2. Time Ranges Daytime (morning, noon, evening, late evening, night…) Prime time 3. Position Break position of the ad during advertising time: 1st, 2nd, last, middle… Program position 4. Durations 10”,15”, 20”, 30”, 45”, 60”, plus TV spots 5. Formats: Spot, Sponsorship, Layer, Mentions, Product Placement, “internal moments”, specials, U TV at football match… REACH AND FREQUENCY CONCEPTS: TV Reach: the number of people or percentage of target audience planned and then impacted by the campaign. A measure for TV mainly. Frequency: the average number a campaign impacted the audience. Is named also OTS (opportunity to see) GRPs: Gross Rating Point = is a metric to measure the conjunction of reach & frequency to quantify TV (and other media) pressure in a campaign. The formula is REACH X FREQUENCY = N* GRP. %REACH X N* OTS = GRP MAIN EFFECTS AND COMPANION IN DIGITAL TV + SEM / SEO DRIVE VISITS TV + ONLINE VIDEO RAISE AWARENESS TV + SOCIAL MEDIA BOOST ENGAGEMENT OOH: Out Of House → drives awareness and buzz OOH trends: → multiple touchpoints for world domination OOH: Planning and Buying Principles 1. Target Planning National Local Digital Data Special Targeting 2. Time Ranges Daytime (morning, noon, evening, late evening, night…) Night time 3. Position Front positions Back positions Outdoor and indoor 4. Durations 2 weeks, a month Digital: rotations, screens 5. Formats: Canvas, Bus Stops, street furniture, buses, metro station, flyers...integral & special formats RADIO: 24/7: always on trusty, credible, safety interactive, engaging prescription frequency / complementary versatile: audio, video, podcast… experience Audio Trends: Radio: Planning and Buying Principles 1. Target Planning National Local Digital Data Special Targeting 2. Time Ranges Daytime (morning, noon, evening, late evening, night…) Night time 3. Programs Ad moments In program Reach/frequency 4. Durations Days, weeks, a month 5. Formats: Mentions, advertorials, interviews, branded content, special programs customised, spots → a way to reach people in their daily journey Print: Planning and Buying Principles 1. Target Planning National/Local Reach/Affinity Editorial/Commercial Newspaper Magazines Sector Magazines Direct mail Brochures/Flyers 2. Ad size The bigger the better. But this means you spend more. And there’s a trade off between size and runs. Depending on the project it may be better to go with a quarter page ad and run it 24 times than to run one page ad 6 times. 3. Creative Placements If you can’t afford prime location (front or back) then try to match location with the editorial content. One thing I’ve noticed is that you need to place the ad at the same spot consistently for each issue. This will hit big with the regular readers. 4. Print Colours Depending on your budget you may be restricted to a 1 colour + black. Rule of thumb: Go with Black text. Choose colours to highlight from competitors. 5. Ad Tracking: Of course, print ads don’t offer the same tracking as online. But there are other ways to track the success. This can be as simple as a different promotion code/url/email for each run of the ads. → great challenges → Digitization TIPS: PRINT: TO DIGITAL CONVERGENCE → APPS PRINT: QUALITY CONTROL, GET THE EXAMPLES BEFORE RUN PRINT: ADD DIGITAL SIGNALS PRINT: EXPAND THE EXPERIENCE TO DIGITAL PRINT, EXPAND TO NEW WAYS OF CONSUMPTION: DIGITAL CATALOGUE MULTIPLE CHOICE QUESTIONS What is the main characteristic of Out-Stream Video Ads? a. They appear within video content b. They only play in apps c. They require user interaction to start d. They are free to use Answer: a In Out-Stream Video Ads, how is cost determined for skippable ads? a. CPM (Cost Per Mille) b. CPV (Cost Per View) c. CPC (Cost Per Click) d. CPI (Cost Per Install) Answer: b Why has social media marketing grown in popularity in recent years? a. It's completely free b. It allows for better audience understanding c. It guarantees organic reach d. It's a replacement for traditional marketing Answer: b What is the primary focus when using paid social media for business goals? a. Quantity of content b. Frequency of posting c. Quality and relevance d. Variety of platforms Answer: c Why are paid ads preferred over organic ads on social media? a. They guarantee impressions b. They are less expensive c. They offer better targeting options d. They are more creative Answer: a What is a key strategy for a Hybrid Social Media Strategy? a. Focusing only on organic activity b. Ignoring customer relationships c. Combining organic and paid campaigns d. Avoiding customer engagement Answer: c What is the role of a sponsored post in social media marketing? a. To decrease engagement b. To serve as noise in user experience c. To promote content organically d. To look like an organic post with a "Sponsored" label Answer: d Which social media platform is still considered the preferred place for running paid ads by 97% of marketers? a. Instagram b. Twitter c. LinkedIn d. Facebook Answer: d What is the primary benefit of Facebook ads according to the content? a. Low cost b. Ad targeting function c. Large audience reach d. Video content support Answer: b What is the TikTok for Business solutions launched in June 2020 called? a. TikTok Pro b. TikTok Manager c. TikTok Ads Manager d. TikTok Business Hub Answer: c What is the main goal of using an attribution model in media measurement? a. To assign blame for campaign failures b. To identify effective investments and budget optimization c. To increase advertising costs d. To track competitors' strategies Answer: b In a Single Touchpoint attribution model, what does the "Last touchpoint" model do? a. Assigns credit to all touchpoints equally b. Attributes full credit to the last touchpoint before conversion c. Gives credit to the first touchpoint d. Ignores touchpoints and focuses on conversion Answer: b What does GRP stand for in the context of media measurement? a. Gross Rating Point b. General Reach Percentage c. Global Response Point d. Grand Reach Proportion Answer: a Which social media platform is mentioned as 277% more effective than Facebook in generating leads for B2B companies? a. Instagram b. Twitter c. LinkedIn d. TikTok Answer: c What is the primary benefit of using offline marketing according to the content? a. It's cheaper than online marketing b. It's only suitable for impulse sales c. It helps build brand awareness d. It has a faster conversion rate Answer: c What is the TikTok ad format that supports full-screen vertical videos called? a. TikTok Reels b. TikTok Stories c. TikTok Shop d. TikTok In-stream Answer: a Which platform is NOT mentioned as a potential companion for TV advertising in the digital realm? a. SEM/SEO b. Online Video c. Social Media d. Email Marketing Answer: d What is the primary focus when planning TV advertising in terms of time ranges? a. Late Evening b. Prime Time c. Night d. Morning Answer: b In TV advertising, what does GRP measure? a. Gross Revenue Percentage b. General Response Point c. Gross Rating Point d. Global Reach Percentage Answer: c What is the purpose of Lead Gen Forms in LinkedIn advertising? a. To increase website traffic b. To deliver ads as messages to the audience's inbox c. To auto-populate form fields for quick lead conversion d. To promote products in the LinkedIn Shop Answer: c In Out-Stream Video Ads, what happens if the user continues scrolling while the ad is playing? a. The ad pauses automatically b. The ad continues to play in the background c. The ad stops abruptly d. The ad restarts from the beginning Answer: a What is the primary difference between skippable and non-skippable Out-Stream Video Ads in terms of cost? a. Skippable ads use CPC (Cost Per Click), while non-skippable use CPV (Cost Per View) b. Skippable ads use CPM (Cost Per Mille), while non-skippable use CPC (Cost Per Click) c. Both skippable and non-skippable ads use CPV for cost calculation d. Both skippable and non-skippable ads use CPM for cost calculation Answer: b What is the main benefit of using a Hybrid Social Media Strategy? a. It focuses solely on paid advertising for maximum reach b. It combines organic and paid activities for a comprehensive approach c. It eliminates the need for organic content creation d. It relies on social media algorithms to determine content strategy Answer: b How are Lookalike Audiences beneficial for Facebook advertising? a. They directly target competitor audiences b. They guarantee lower advertising costs c. They help find new customers similar to current ones d. They focus on viral content creation Answer: c What is the primary purpose of Lead Gen Forms in LinkedIn advertising? a. To increase website traffic b. To deliver ads as messages to the audience's inbox c. To auto-populate form fields for quick lead conversion d. To promote products in the LinkedIn Shop Answer: c What is the primary focus of the Linear TV concentration of the audience in TV advertising? a. Audience preferences for non-linear content b. Steady decline in TV viewership over time c. Varying audience engagement based on context and device d. Attracting the most audience to linear TV Answer: d In media measurement, what is the primary goal of using an attribution model? a. Assign blame for unsuccessful campaigns b. Track competitors' strategies c. Identify effective investments and optimize budget d. Increase advertising costs Answer: c What is the primary focus when planning TV advertising in terms of time ranges? a. Late Evening b. Prime Time c. Night d. Morning Answer: b What is the primary advantage of using Lookalike Audiences in Facebook advertising? a. They guarantee a lower advertising cost b. They directly target competitor audiences c. They can find people similar to current customers d. They are suitable only for awareness campaigns Answer: c Which social media platform is mentioned as a potential companion for TV advertising in the digital realm? a. Email Marketing b. Online Video c. Social Media d. SEM/SEO Answer: b What is the main benefit of Lookalike Audiences in Facebook advertising? a. They directly target competitor audiences b. They guarantee lower advertising costs c. They help find new customers similar to current ones d. They focus on viral content creation Answer: c In LinkedIn advertising, what is the purpose of Message Ads? a. To promote products in the LinkedIn Shop b. To deliver ads as messages straight to the audience's inbox c. To display ads in the LinkedIn feed as regular posts d. To create dynamic carousel ads Answer: b Which model attributes credit to each channel for being part of the user's final conversion in the Multi-Source attribution model? a. Time Decay b. Linear c. U-shaped d. W-shaped Answer: b What is the purpose of Lead Gen Forms in LinkedIn advertising? a. To increase website traffic b. To deliver ads as messages to the audience's inbox c. To auto-populate form fields for quick lead conversion d. To promote products in the LinkedIn Shop Answer: c How can businesses define custom audiences in Facebook advertising? a. Based on location, age, and gender only b. By using information from website visitors and app activity c. By selecting audiences randomly d. By targeting all users on the platform Answer: b What is the primary challenge mentioned regarding TV advertising in the digital realm? a. Lack of audience concentration b. Inability to measure campaign effectiveness c. Difficulty in reaching the target audience d. Adapting to changing viewer preferences Answer: c What is the main benefit of using Lookalike Audiences in Facebook advertising? a. They directly target competitor audiences b. They guarantee lower advertising costs c. They can find people similar to current customers d. They focus on viral content creation Answer: c Which social media platform is mentioned as a potential companion for TV advertising in the digital realm? a. Email Marketing b. Online Video c. Social Media d. SEM/SEO Answer: b What is the primary focus when planning TV advertising in terms of time ranges? a. Late Evening b. Prime Time c. Night d. Morning Answer: b What is the primary advantage of Lookalike Audiences in Facebook advertising? a. They guarantee a lower advertising cost b. They directly target competitor audiences c. They can find people similar to current customers d. They focus on viral content creation Answer: c