1. Interactive Media The Basics

2. 2 Today’s Topic – Interactive Media Who we are and what we do –Strategy –Banner Advertising –Sponsorships –Search Engine Marketing –Email Communications –Adserving & Measurement Placements & Creative –Rich Media vs Static –Banners vs E-newsletter –Text vs Graphical Selling the service (handout)

3. 3 Who We Are & What We Do Step 1: Strategy & Defining Clients Goals Branding Increase Awareness Increase Recall Message Association Sponsorship Association Brand Favorability Purchase Intent Direct Response Acquire New Customers Upsell Existing Customers Drive Renewals Make Existing Customers more profitable Brand – Direct Response Hybrid

4. 4 Who We Are & What We Do Step 2: Defining the Metrics for Success –How will the Client judge campaign success? Website Traffic Leads Generated Brand Recognition/Lift Combination of the above –Metrics used to judge campaign success CPM CPA Brand Attitude

5. 5 Who We Are & What We Do Step 3: Segmenting your Audience IP Data Geography Day-parting Bandwidth Media Site Placement Frequency Behaviors Non/Customer Recency of Visit Monetary Value Browsing Behavior Other Event Based Demographically PRIZM Predictive Models

6. 6 Who We Are & What We Do Step 4: Determining the Buy –Banners –E-Newsletters –Email Lists –Section/ Category Sponsorships –Search Engine Marketing Step 5: Measure and Optimize –If you don’t measure it, its not worth doing!!!!!!!

7. 7 Banner Advertising (160x600) (728x90) (468x60) (336x280, 300x250)

8. 8 Banner Advertising Branding Direct Response Vital to change creative consistently to avoid “banner burnout” Large Rectangle (336x280)

9. 9 E-Newsletter & Email List Advertising Content Relevant – banner and text based alternatives Delivered directly to opt in subscribers base Strong option for actionable direct response messaging Either Internal or Publisher lists Client branded and sent to opt in subscribers database Excellent for lead generation or continued communications (CRM)

10. 10 Section & Category Sponsorships Page Dominance Brand awareness Content Relevance

11. 11 Search Engine Marketing Pay per click Search (PPC) vs Organic Search Listings Paid: placement based on bid cost and relevancy parameters Organic: placement based on relevancy of page Optimize EVERYTHING for search

12. 12 Search Engine Marketing Keywords are the phrases typed into the search box when looking for information Key to success is establishing terms that best describe your industry and drive lots of targeted searchers to your site Sample Strategy: –For SEO, use 70% high traffic KW’s and 30% “tail terms” –For PPC, reverse: 30% high traffic words, 70% tail terms –Avoid using only broad terms, e.g “airplne” –High traffic keywords may take longer in organic and cost more in PPC Find your niche words: less competitive, less expensive inventory, e.g. “very light jet”

13. 13 Search Engine Marketing

14. 14 Creative Units – GIF, JPEG & Text Based Banners (GIF, JPEG) –Static placements or frame by frame animation –No fluid motion –Most often used in newsletter ad placements –Good for branding message in newsletters Text Based –Copy based, 50-100 words per placement –Explains complex value propositions –Effective for time based offers (conferences, etc)

15. 15 Creative Units – Flash Flash Banners –Allow for fluid motion within banners –Allow for interaction within banner space –Generates a 4X better click-through rates than non- rich media (.98% as compared to.25%) –Increases ad recall –Allows for much greater flexibility with messaging and animation schemes Examples: –http://www.benschuler.com/temp/cops.htmlhttp://www.benschuler.com/temp/cops.html –http://www.benschuler.com/temp/environment.htmlhttp://www.benschuler.com/temp/environment.html –http://internetweek.cmp.com/showArticle.jhtml?articleID= 29100026http://internetweek.cmp.com/showArticle.jhtml?articleID= 29100026

16. 16 Creative Units – Advanced Rich Media Full screen TV ads –iFilm: http://www.bigad.com.au/http://www.bigad.com.au/ Eyeblaster Ad Units –Floating ad: http://www.eyeblaster.com/newsletter/showcase_nov05/dem os/WallaceGromit/start.html http://www.eyeblaster.com/newsletter/showcase_nov05/dem os/WallaceGromit/start.html –Expandable Banner: http://demo.eyeblaster.com/CreativeShowcase/feb_05/redlob ster/redlobster.htm http://demo.eyeblaster.com/CreativeShowcase/feb_05/redlob ster/redlobster.htm –Full Page Overlay: http://www.eyeblaster.com/website/new_archive/2003/septe mber_03/Carls_Jr_on_Weather/Carls_Jr_LAUNCH.htm http://www.eyeblaster.com/website/new_archive/2003/septe mber_03/Carls_Jr_on_Weather/Carls_Jr_LAUNCH.htm –Push Down Banner: http://demo.eyeblaster.com/Europe/OfflineDemo/showc ase0505/NikeFree/nikefree.htm http://demo.eyeblaster.com/Europe/OfflineDemo/showc ase0505/NikeFree/nikefree.htm

17. 17 Ad Recall By Size and Type

18. 18 Adserving & Optimization Buy Management

19. 19 Adserving & Optimization Creative Management

20. 20 Adserving & Optimization Reporting

21. 21 Handout Aligning client goals and objectives Figuring out which interactive media vehicles are most appropriate to meet client’s goals Timelines and scheduling Understanding the measurement tools used to deliver ROI Resources for understanding interactive language & market trends

22. 22 Thanks for your time Questions?