1. TMK.EDU
DIGITAL: SITE DIRECT
Presented by
Craig Stein
9/4/13
Tuesday, September 10, 2013

2. WHAT’S ON TAP
• Some History
•What is Site Direct?
• Planning & Buying
Site Direct
Tuesday, September 10, 2013

3. THE NET IS GROWING
Source: Internet World Stats, IDC
Tuesday, September 10, 2013

4. OVER 48B WEB PAGES
Tuesday, September 10, 2013

5. CONSUMERS & MARKETERS ARE
MIGRATING ONLINE
Source: eMarketer
Tuesday, September 10, 2013

6. A BRIEF HISTORY OF DISPLAY
1993
First Clickable Ad
1994
Banner Ad is Born
1996
First Ad Server
2000’s - Today
Golden Age of the
Banner
Tuesday, September 10, 2013

7. DIGITAL ADVERTISING LANDSCAPE
Digital Advertising: Uses the Internet to deliver promotional/marketing messages to
consumers. Digital advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher’s content.
•Site Direct
•Optimized Display / Programmatic
•Video
•Mobile / Tablet
•Social
•Search
•Content
Source: Wikipedia
Tuesday, September 10, 2013

8. SITE DIRECT
Tuesday, September 10, 2013

9. WHY SITE DIRECT
Site Direct -- noun ˈsīt də-ˈrekt
A method of buying digital media inventory straight
from a publisher whose advantages include:
1. Access to site’s full inventory
2. Premium inventory & placements
3. Share of voice & reach
4. Custom sponsorships & integrations
5. Access to publisher-only resources
6. Creative flexibility
Tuesday, September 10, 2013

10. HOW TMK DOES SITE DIRECT
We believe in quality over quantity
We recommend only going several publishers deep
with Site Direct to maximize the benefits of the channel
Leverage Site Direct with what it’s best for, reaching a
high composition of a target
Otherwise, Optimized Display is an effective, efficient
audience buying channel
Tuesday, September 10, 2013

11. ACCESS TO ALL INVENTORY
“I want this, and this, and a little of that”
Choosing the exact combination of
specific placements
Tuesday, September 10, 2013

12. PREMIUM INVENTORY
Tuesday, September 10, 2013

13. SHARE OFVOICE & REACH
Tuesday, September 10, 2013

14. CUSTOM INTEGRATIONS
Tuesday, September 10, 2013

15. PUBLISHER ACCESS
1. First access to new inventory, sections,
opportunities
2. Access to custom publisher research and tools
3. Cross-platform integration
4. Added value
Tuesday, September 10, 2013

16. STANDARD/CUSTOM CREATIVE
Tuesday, September 10, 2013

17. STANDARD/CUSTOM CREATIVE
Tuesday, September 10, 2013

18. PLANNING & BUYING SITE DIRECT
Tuesday, September 10, 2013

19. MANAGING SD CAMPAIGNS
Step One
Strategy
Step Two
Selection
Step Three
Negotiation
Step Four
Ad Serving
Inputs
• Client objectives
• Budgets
• Planning
parameters
• Research
Deliverables
• Role of channel
• Buying model
• Success metrics
Inputs
• Site audience
and analysis
• Creative unit
options and
constraints
• Historical
performance
Deliverables
• Partner list
Inputs
• Historical pricing
• Marketplace
overview and
conditions
• Objective & goal
setting
Deliverables
• Recommended
plan
• Ad specs
• Buy projections /
guarantees
Inputs
• Creative assets
• Create tags
• Traffic
Deliverables
• Traffic and live
campaign
confirmation
Inputs
• Ad server and/or
3rd party
reporting
• Client provided
metrics
Deliverables
• Performance
reports
• Optimization
recommendation
Repeat…
Step Five
Evaluation
Step Six
Optimization
Tuesday, September 10, 2013

20. STRATEGY
•Determine what the objective of the effort is
•How much are you looking to spend
•What support points justify the need for Site
Direct
Step One
Strategy
Inputs
• Client objectives
• Budgets
• Planning
parameters
• Research
Deliverables
• Role of channel
• Buying model
• Success metrics
•Determine specifically the role for Site Direct
•How is the campaign / partner being bought
•How will success be determined
Tuesday, September 10, 2013

21. BUYING MODELS
Flat Rate Sponsorship: A fixed cost over a time
period, impressions served, or share of voice
CPM: Cost per thousand impressions
CPA: Cost per action / acquisition
CPE: Cost per engagement
CPC: Cost per click
CPL: Cost per lead
Tuesday, September 10, 2013

22. SELECTION
•Who are you trying to reach
•What is the creative: standard, rich, etc; can
it leverage partner context, category, niche
•Has the publisher performed in the past
•Determine what partners should be included
in the RFP, and send out RFP’s
Step Two
Selection
Inputs
• Site audience
and analysis
• Creative unit
options and
constraints
• Historical
performance
Deliverables
• Partner list
Tuesday, September 10, 2013

23. SELECTION TOOLS
Audience
Research
Audience
Qualifiers
Tuesday, September 10, 2013

24. NEGOTIATION
•Upon RFP, determine if costs fit within range
•Is the cost competitive within the
marketplace / versus similar partners
•Does the partner know your KPI’s and does
the RFP speak to them; is the proposal
cookie cutter
•Construct recommendation
•Compile all relevant specs / work with
Account & Creative teams
•Ensure T’s & C’s are clear
Step Three
Negotiation
Inputs
• Historical pricing
• Marketplace
overview and
conditions
• Objective & goal
setting
Deliverables
• Recommended
plan
• Ad specs
• Buy projections /
guarantees
Tuesday, September 10, 2013

25. AD SERVING
•Make sure you have all assets in hand and
creative rotations set
•Generate tags
•Traffic buy (by self or via Operative)
•Ensure confirmation from Operative and
publisher that buy has been activated properly
Step Four
Ad Serving
Inputs
• Creative assets
• Create tags
• Traffic
Deliverables
• Traffic and live
campaign
confirmation
Tuesday, September 10, 2013

26. HOW AN AD GETS LIVE
Tuesday, September 10, 2013

27. AD SERVERS
Digital
Tuesday, September 10, 2013

28. TAGS & CONTAINERS: A HISTORY
Tuesday, September 10, 2013

29. AD SERVING ECOSYSTEM
Tuesday, September 10, 2013

30. EVALUTION
•Pull performance results from ad server or
through 3rd party vendor (Visual IQ)
•Match ad performance to client specific
KPI’s and client provided goals
•Generate performance reports as needed
(media team or in tandem with Strategy &
Analytics)
•Provide recommendations for campaign
improvement
Inputs
• Ad server and/or
3rd party
reporting
• Client provided
metrics
Deliverables
• Performance
reports
• Optimization
recommendation
Step Five
Evaluation
Tuesday, September 10, 2013

31. OPTIMIZATION
•Even with Site Direct, it’s aways important to
interrogate results and always look to
improve
Repeat…
Step Six
Optimization
Tuesday, September 10, 2013

32. IN SUMMARY
1.
Determine how Site Direct can benefit your
campaigns given its unique advantages; solid
planning is crucial to successful Site Direct
campaigns
2. When testing partners, go deep with few versus
shallow with many
3.
While not “Optimized Display,” Site Direct is a
display channel that works best when optimized:
planned, re-planed, re-allocated, and fine-tuned
Tuesday, September 10, 2013

33. THANKYOU!
CONTACT: CSTEIN@MEDIAKITCHEN.TV
Tuesday, September 10, 2013