1. Digital: The bare minimum you need to know to
sound like you know what you’re talking about.
20.11.09

2. What we’ll cover
• Technology basics
• The right tools
• Interactive process
• Websites
• Display ads (web banners)
• Q/A

3. The digital framework
• Platforms: PC, Mac, Linux
• Browsers: Explorer, Firefox, Safari, Chrome etc.
• Colour space: RGB for anything onscreen NOT CMYK
• Resolution: 72dpi NOT cm/pts/em
• Image file format: jpg/photos vs gif/graphics
• Compression
• Bandwidth
• Audio/video

4. The right tools for the job

5. Where do I go? Who do I talk to?

6. How much will it cost?
How long will it take?
How much is all the tea in China?
How long is a piece of string?

7. Websites: How do I make one?

8. Websites: Jargon
• HTML: HyperText Markup Language
• CSS: Cascading Style Sheets (CSS Zen Garden)
• IA: Information Architecture
• UI: User Interface (GUI: Graphical User Interface)
• SEO: Search Engine Optimization
• SEM: Search Engine Marketing (paid search, pay-per-click)
• Analytics: Measuring interactivity
• “The Fold”: Mythical line that no-one crosses (allegedly)

9. Interactive production: Web

10. Websites: Technologies
• Static HTML: Hardcoded site, not dynamic
• PHP: Open source dynamic programming language, runs on
Apache/Linux servers
• ASP/.NET: Microsoft proprietary language, runs on Windows
servers
• AJAX: Asynchronous JavaScript And XML (client side
processing)
• RIA: Rich Internet Application (Flash, Silverlight), write once/run
anywhere
• Database: Information storage and retrieval

11. Websites: Examples
• Static vs. Dynamic (CMS: Content Management System)
• Hybrid vs. Uniform Technologies
• Fixed vs. Liquid Layout

12. Display: How do I run one?

13. Display: Jargon
• Traditional: Conventional banner placements, fixed dimensions
• Rich Media: More interactivity/media options (expandables)
• CPM: Cost Per Mille (1000)
• CPC: Cost Per Click
• CTR: Click-Through Rate
• Impression: Single display incident of a banner
• Publisher: Site where the banner is displayed
• Ad network: 3rd party that serves banners to client sites
• Roadblock: Multiple placements working together

14. Interactive production: Display

15. Display: Dimensions

16. Display: It takes all sizes

17. Display: How to read a media plan
Site Area Format Total Impressions CPM Total Cost
Integrated content on site Site section built for FR NA
Run of site inventory Leaderboard/MPU/Skyscraper 1,000,000 9,375
Eircom.net
Email Promotion HTML 220,000
Run of site Leaderboard/MPU/Skyscraper 800,000 6.25 5,000
Run of site Skyscraper 1,800,000 7.50 13,500
RTE.ie Homepage Leaderboard/MPU 450,000 10.00 4,500
20% Bonus Mix of formats 563,000 NA
Run of site 920,000
TV3.ie Leaderboard/MPU/Skyscraper 8.15 7,498
20% Bonus inventory 184,000
TCM sites Examiner/BreakingNews/Post.ie Leaderboard/MPU/Skyscraper 1,150,000 6.25 7,188
Vehicle/Property Logo - Est Clicks 1,500 c. 4,800,000 2,500 p/m
DoneDeal.com 10,000
Bonus run of site inventory & entry in ezine Sky/MPU/Leader 600,000 NA
Property, DIY & Construction, Home & Furniture, HP Button 1,600,000 1.90 3,040
BuyandSell.ie Farming and Swap Shop; Bonus of Info Page & Ezine
Skys, Leaders, MPU's 2,400,000 1.90 4,560
entry
Gumtree.ie Regionally targeting Cars, Jobs and Community Skyscraper 1,800,000 1.90 3,420
eBay Irish traffic only Leaderboard/MPU 1,800,000 2.50 4,500
Relevant forums Mix of inventory 2,000,000 3.75
Boards.ie Home Page Button Image - Est Clicks 1,940 c. 9,600,000 NA 7,500
20% Bonus inventory Mix of inventory 400,000 NA
Sponsorship of Photo Views (4 mo for price of 3) Logo - Est Clicks 4,800 c. 120,000,000
Daft.ie ROS Inventory Leaderboard/MPU/Skyscraper 2,600,000 4,150 p/m 12,450
Rent.ie Leaderboard/MPU/Skyscraper 600,000
Properties valued under 500k 1,000,000 2.50 2,500
MyHome.ie Sky/MPU/Leader
10% Bonus inventory 100,000 NA
Rollercoaster/EU Mom Run of site Leaderboard/Island 400,000 6.25 2,500
Schooldays.ie Run of site Skyscraper/Leaderboard 300,000 6.90 2,070
IrishRail.ie Run of site Leaderboard/Skyscraper 1,000,000 8.50 8,500
Carzone.ie/Autotrader.net Run of site Banner 526,000 10.50 5,523
Ryanair Irish traffic only MPU/Skyscraper 1,200,000 7.50 9,000
Independent.ie network Herald, Regionals & Independent.ie Leaderboard/MPU/Skyscraper 1,600,000 6.25 10,000
Orbit Network Sports/News/Celebrity Leaderboard/MPU/Skyscraper 2,000,000 2.50 5,000

18. Display: Examples
• Traditional • Rich media
• Leaderboard • Expandable
• Skyscraper • Video
• MPU • Takeover
• Roadblock
• Interactive Advertising Bureau: Standards, Guidelines & Best Practices

19. Now go forth and digitize.
Thanks!