1. Online Media:
An Overview
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2. Agenda
• What is digital media
– Interesting statistics
• Digital media spotlight: Display
– Types of display advertising
– How it’s bought
• Publishers vs. networks
• Impression vs. performance

3. Different Types of Digital Media
Source: IAB, “IAB Internet Advertising Revenue Report - 2011 First Six Months Results September 2011”
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4. Media Consumption vs. Spending
Source: January 2012 eMarketer

5. Digital Spending Growth
Source: IAB, “IAB Internet Advertising Revenue Report - 2011 First Six Months Results September 2011”

6. DISPLAY ADVERTISING

7. What is Display Advertising
• Banner
• Rich Media
• Video
• Sponsorships
• Content Integration

8. Rich Media

9. Video

10. Content Integration

11. How is Online Bought?
• Pricing models
– CPM: cost per 1,000 impressions.
• Pro: Guaranteed & premium placement
• Con: No control over response, typically costs more
• Best use: branding campaigns or predictable performance driven
situations.
– CPC: cost per click.
• Pro: guaranteed level of response, greater control
• Cons: remnant inventory, not guaranteed to deliver
• Best use: DR campaigns and as an add on to awareness campaigns.
– CPA: cost per acquisition AKA CPL (cost per lead)
• Pro: only pay for a lead, control cost per lead
• Con: limited scale and control over placement
• Best use: DR campaigns/brands

12. Online Spending by Pricing Model

13. How is Online Different?
• Price model options
• You buy bucket of impressions, clicks, etc. not
whole sites (Sponsorships excluded)
– Focus is on buying audience subsets NOT sites
• Greater opportunity to achieve scale while
limiting waste
– Advanced targeting
– Performance placements
• Real-time data

14. Targeting Options
Retargeting
Behavioral Targeting
High Relevancy
Contextual
Targeting
Centrographic
Targeting
Day Parts
Technographic Cost per CPM
Targeting
Demographics
Weather Triggers Site Content
Low Relevancy
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15. Who’s Who in Online Media