Presented by Ashley Sobel: July 7, 2017 Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.

1. TMKU: Site Direct + Content

2. What we will cover today
SITE DIRECT
What is site direct?
Why is it important?
What is TMK’s approach to site direct?
CONTENT
What is content?
Why is it important and why is it growing?
How do you create an effective content program?

3. Site Direct

4. 4
First, let’s look at the digital landscape

5. Digital ad spending surpassed TV in 2016, one year earlier than expected
5
Source: eMarketer US Ad Spending, 2016

6. But digital represents lots of different tactics
6
Source: eMarketer US Ad Spending, 2016

7. And the majority of that digital spend is being transacted programmatically
7
Source: eMarketer US Ad Spending, 2016 ; eMarketer Programmatic Ad Spending Forecast, 2017
73%
programmatic share of US
display ad budgets in 2016
82%
programmatic share of US digital
video ad spending by 2018
80%
mobile share of US digital video
ad spending in 2017

8. So then why are we here?
8
Source: eMarketer US Ad Spending, 2016 ; eMarketer Programmatic Ad Spending Forecast, 2017
20+% of display media is not transacted
programmatically

9. 9
So what is site direct?

10. Site direct is
10
a method of buying digital
media inventory straight
from a publisher whose
advantages include….

11. Access to a sites full inventory
11
Choosing the exact combination of specific placements

12. Premium inventory + placements
12
Working with a publisher for their most premium inventory, which typically is not
opened up to exchanges

13. Share of voice
13
Owning a percentage of all ad inventory on a certain page, section or site

14. Custom integrations
14
Working with a publisher to integrate your client into the fabric of the site

15. Access to publisher only resources
15
First access to new
inventory, sections or
opportunities
Access to custom
publisher research,
tools, data, events,
etc.
Cross-platform
integration
Added value

16. Creative flexibility
16

17. 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 for what
it is best for, reaching a high
composition of a specific
target

18. How to buy site direct
18
Flat rate sponsorship
A fixed cost over a specific time period for impressions served or a
certain SOV
CPM
Cost per thousand impressions
CPE
Cost per engagement
CPL
Cost per lead
CPA
Cost per action, acquisition, anything!
CPC
Cost per click

19. Once you buy it, make sure its actually serving
19
QA, QA, QA! And then check again one more time. And then again in a week.
And then again a week after that.

21. 21
One of the biggest challenges with content is defining it

22. 22
The IAB defines content as 6 categories
In Feed Promoted Listing
Paid Search In-Ad
Recommendation Widget Custom

23. 23
In reality, content is everything from a social post to a custom content program

24. 24
Why has content become more important and why does everyone want in?

25. Ad blocking will force brands + publishers to focus on creative and content
Globally, users who block ads grew by 30%
(142MM) in 2016, representing 11% of the
global internet population.
25
Source: eMarketer “Ad Blocking in the US” Report, PageFair 2017 Adblock
3 in 10 US internet users are expected to be
using ad blockers by the end of 2018
The release of iOS9 brought ad blocking to
mobile for the first time. Ad blocking apps flew to
the top of the charts in the iTunes store.

26. Brands are already stating they will use content as a way to combat this trend
26

27. In Q1 2016, $0.85 of every new ad dollar is going to Google + Facebook
27

28. And that spend is indicative of how users are discovering content
28

29. By 2021, native (aka content) and social will make up 70+% of digital budgets
29

30. 30
Creating and distributing content

31. As you get started, there are a
couple of key questions you need
to ask yourself
• Who are you trying to
reach?
• Why is this the content/topic
of value?
• What will you create?
• What is your budget?
• Where will your audience
discover the content?
• How will you measure?

32. Let’s start with the who
What do they care about?
Business, Kids, Dogs, Environment, Technology
Again, you can leverage MRI to understand your audiences values
Additionally, you can leverage tools like Iconoculture and Forrester to
understand trends in a particular space
32
Who do you want to reach with your content?
Small Business Owners, Moms, Teenagers, Tech Enthusiasts,
Investors
Leverage comScore and MRI to look for where these audiences are
What are they hearing from competitive brands?
Google it! Ask publishers for examples and leverage BrandTale

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Why is this content valuable to your audience
Inform Educate Entertain

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What it won’t do, at least not very efficiently

35. If you know who you want to reach, how do you choose a partner
Do they reach your target?
You need to show that through their site and distribution they reach your
audience. A small site isn’t a bad thing, but you need to make sure you
have a distribution plan to support it.
35
Have they done content before?
What type of content have they done before - video, posts, syndication?
Who have they worked with? Ask for relevant examples and case studies.
What is their team structure?
Do they have a distribution plan?
Is it all banners? Do they have native plans? Do they use their social
handles (and have they in the past)?
Do they have measurement benchmarks?
If they don’t… consider walking away.
Benchmark against other content in your category and editorial, if
possible

36. 36
You know who you want to talk to and who you might want to work with, but how do you know what
to ask for?
There are lots of different types of content (and not all publishers do all of them).

37. Custom content: content created from scratch
Goes by many names: Native Content, Sponsor Content, Branded post
Comes in many formats: Video, Article, Infographic
37

38. Curated hubs + series: these often leverage elements from the publisher
and the brand
38

39. Content syndication: taking brand assets and publishing to partner sites
39

40. Sponsorships: essentially just adding your logo to a relevant topic
40

41. When you brief in your partners its always better to be as explicit as
possible
41
What type of content do you want to do?
Do you have assets? Do you want a say in what’s created?
Share relevant links to brand content/assets.
What’s your budget?
Often with content, we ask publishers to tell us - and that doesn’t
really work. With minimums, be up front with publishers about the
level you are looking to spend.
Ask for production dollars to be separated from the media dollars.
What’s your time frame?
How long and when do you want to be in market? How much time do
you need to account for client/legal review?
Ultimately, what are you trying to change or communicate?
If they don’t… consider walking away.
Benchmark against other content in your category and editorial, if
possible

42. 42
You have the content, now let’s it out there!

43. Types of distribution: partner channels
43

44. Types of distribution: mobile
44

45. Types of distribution: in-feed
45

46. Types of distribution: social
46

47. Types of distribution: recommendation widgets
47

48. 48
Finally, measure it

49. Measuring success
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Audience: Are we reaching our target?
Ask to set up an insight pixel for proprietary audience data
Engagement: Is our target engaging with our content?
Ask to place a Sizmek pixel to map to current metrics
Implement Nudge to measure off-site engagement
Ask for partner website data (ew: Omniture, WebTrends, Google Analytics)
Ask for relevant benchmarks for comparison - content is not standard
Ask for social metrics (including social reach)
Establish what engagement means from the beginning
Impact: Are we positively moving the needle/changing perception?
Look to execute a brand survey to measure relevant brand attributes

50. Thank you!