Online Ad Bp

Online Advertising Best Practices December 2009

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Hierarchy of Advertising Effects Brand Awareness Measures the level of familiarity respondents have with the brand (aided and unaided) Message Association Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand Brand Favorability Measures the extent to which respondents have a positive or favorable opinion of the brand How do you measure where consumers are in the continuum? First, consumers need to be aware of a brand Then they need to understand the value to them, or what the product is used for The consumer forms an opinion about the brand Finally, the consumer decides whether he or she is likely to purchase the brand 1. 2. 3. 4. Purchase Intent Measures the likelihood of respondents to purchase the brand in the future Source: Dynamic Logic Best Practices 2009

Keep the messaging very simple ,[object Object],[object Object],Source: Dynamic Logic Best Practices 2009

Keep the branding consistent Source: Dynamic Logic Best Practices 2009 ,[object Object],[object Object]

Top 10 Creative Best Practices Source: Dynamic Logic Best Practices 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Effective Banner Ad Units Transitional Ads Teacher Channel

Effective Banner Ad Units Transitional Ads Parents Channel

Effective Banner Ad Units Transitional Ads Administrator Channel

[object Object],[object Object],Measuring results Benchmark Data:

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measuring results Benchmark Data:

Measuring results CTR by Industry Vertical for Static Ads Benchmark Data:

Measuring results CTR by Industry Vertical for Rich Media Ads Benchmark Data:

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measuring results

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measuring results Sample Skyscraper Ad

[object Object],[object Object],Measuring results Goosebumps campaign: Static ad: 0.42% CTR Flash ad: 0.57% CTR

Measuring results Video CTR on Scholastic.com External Campaigns: Frosted Mini Wheats : 13.07% CTR (Parents) Internal Campaigns: Summer Reading Challenge: 3.05% (Stacks) 2.2% (Parents) 1.79% (Teacher) Printables 1.5% (Teacher) Peel-Back CTR on Scholastic.com Discover Card: 0.21%

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Testing Teacher Store Online July ‘09 campaign

[object Object],[object Object],[object Object],[object Object],TSO campaign results Testing

[object Object],[object Object],[object Object],Playmobil campaign results Testing 0.30% CTR 0.17% CTR

[object Object],[object Object],[object Object],[object Object],Old 728x90 New 300x250 Old 300x250 New 728x90 Testing

Measuring results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring results ,[object Object],Sample Dart Report

Advertising Opportunities on Scholastic.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Booking Process and Lead Time

Educator/Advertising Opportunities on Scholastic.com 120x90 160x600 300x250 728x90 728x90 120x240 160x600

Parents/Advertising Opportunities on Scholastic.com 728x90 728x90 728x90 120x90 160x600 180x150 300x250 300x250 300x250 728x90

Stacks/Advertising Opportunities on Scholastic.com 120x90 160x600 300x250 728x90 200x90 728x90

Advertising Opportunities in Newsletters 728x90 120x240 120x240 234x60 Sample Teacher Newsletter Sample Administrator Newsletter 728x90 Sample Parents Newsletter 120x240 120x240 234x60 88x31

Media Buying How-to’s ,[object Object],[object Object],[object Object],[object Object]

Media Buys / SCHOLASTIC MEDIA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cartoon Network 300 x 250 SI KIDS Pre-Roll Video Nick.com Halloween Supersite

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Media Buys / SCHOLASTIC MEDIA

Media Buys/ SCHOLASTIC MEDIA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FunBrain.com Kids Center Ownership Custom Unit

Search Engine Marketing ,[object Object]

Paid vs. Organic Search: Strategic Differences Highly productive results require ongoing, hands-on management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Organic Search: Paid Search:

Paid Search ,[object Object],[object Object],[object Object],[object Object]

Search Engine Optimization (Organic Search) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Who moved my audience? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

US 2009 presidential elections Obama’s Multi-channel marketing Website Flickr RSS Mobile Social Media Widgets YouTube Email

Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why Advertise on Facebook? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertising on Facebook New: Advertising on Facebook Group Initiative Coming Soon: Facebook Advertising Corporate Account Facebook Ad Products Sample Campaigns: 39 Clues and iPhone Apps

Facebook Ad Products Homepage Ads Location: Facebook home page ,[object Object],[object Object],2. Event Engagement Ad 3. Fan Engagement Ad ,[object Object],[object Object],[object Object]

Facebook Ad Products Homepage Ads 4. Gift Engagement Ad 5. Poll Engagement Ad 6. Sampling Engagement Ad 7. Standard Ad

Facebook Ad Products Rest of Site Ads Location: on pages across Facebook except the home page ,[object Object],[object Object],[object Object],[object Object],Page Ad Event Ad Standard Ad

Facebook Campaign Booking Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sample Facebook Campaigns Scholastic Trade: 39 Clues

Sample Facebook Campaigns Scholastic Media: iPhone Apps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sample Facebook Campaigns Scholastic Media: iPhone Apps

FY11 Ad Budgeting Online Ad Planning - Complete FY11 Ad Request Form (include as much detail as possible) - Secure budget approval - Decide on ad types - Plan your offers - Draft creative brief - Begin design phase - Deliver creative/insertion order Need Help designing an ad? Call us and we can connect you with some designers who are versed in standard banners, rich media banners, peelbacks, video ads, etc (Good Atom, 70 Main, Fly, Maggie Goss, Lesley Marker)

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