Getting to Know the Digital Media Landscape SEARCH ENGINES COMPARISON SHOPPING ENGINES BRANDED CONTENT SITES E-COMMERCE SITES SUBSCRIPTION CONTENT SITES AFFILIATE ADVERTISING SITES PORTALS LINKEDIN FACEBOOK TWITTER REVIEW SITES COUPON SITES BLOGS SOCIAL MEDIA SITES RSS FEEDS MICROSITES OFFICIAL CORPORATE SITES NETWORKS
1.Ad Supported 2.Ecommerce 3.Lead Generation 4.Subscription 5.B2B (Fractional or Proportional Conversions) 5 Ways to Monetize a Website
Attracting and Monetizing Traffic Ads & Custom Content Website(s) Landing Pages Conversion Search Ads Social Full Partial Engagement
Conversions on Publishers (and Advertiser’s) Site FullPartialEngagement EcommerceDownloadTime on Site SubscriptionFill out Forms (lead Gen)Page Views Lead GenerationRequest InfoWatch Video Like - FBTell a friend Follow - TwitterOffline & Events Share contentPost Click visits to advertiser’s site(s) What is the value of any of these? AOV? LTV? Part of Lead Recapture?
Direct vs Indirect - The network club: I’d never belong to a club that’d have me as a member Groucho Marx
What do Web Publishers and Advertisers Create to Increase Visibility? 1.Website Pages 2.Ads 3.Optimize Websites 4.Bid On Keywords 5.Blogs 6.Social Media (Twitter, Facebook, LinkedIn, etc…) 7.Mobile Site & Apps 8.Videos
Considerations How much money do you want to make? What will you sell? How will you sell it?
Considerations How much do you value your inventory? (how much do advertiser’s value your brand?) What kind of inventory will you make available? *SOV *Value Add *Cross-channel Brand Extensions
Great Online Sellers are Experts in Conducting Needs Assessment 3 Questions to ask: Who are you trying to reach? What are you trying to accomplish? How will you measure success?
To Bring Traffic that Converts, Advertisers and Agencies Ask For… Demographic/Geographic & Psychographic Audience Profile Targeting Options Scale of Audience Ability to Engage Audience with Brand Brand Safe Environments Accommodates Desired Ad Units and Positions REQUEST FOR PROPOSAL
What is the advertiser trying to do? Reach a Target? Increase Scale? Reduce blended or average CPM? Generate additional traffic to advertiser’s site? Create a conversion / Partial Conversion or Engagement? Drive an offline engagement? Increase Scale and/or Reduce cost of Conversions?
The Best Digital Sellers…. Uncover the Right Goals
The Best Digital Sellers…. Suggest the Best Fit
The Best Digital Sellers…. Paint the Right Picture
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