6.5 Digital6 - Media - DL

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Digital Media
1 Digital6_Media.key - June 5, 2019

Digital Media

“Online media planning in digital channels builds on the
approach to media planning in traditional TV and press.
Digital gives extra opportunities to create more relevant
targeting so the right consumer gets the right message at the
right time, and in the right mindset.”
— Unilever’s Digital Acceleration Program

An extended mass media channel
Digital Media has the power of mass communication,  
to drive massive traffic to Owned platforms.

Platform Insights
Types, Formats, Booking Methods, Popular Terms of Digital Media.

Types of Digital Ads

Web Banner

Interstitial Ad

Interstitial Ad

Mobile Ads (Interstitial & Banner)

Social Ad

Social Ad

Search Ad

Search Ad

Pre-roll Ad

Pre-roll Ad

Sponsored Content

Sponsored Content

Sponsored Content

Sponsored Content

Types Content Costing
Web Banner Ad Static CPD

(text or picture) (cost-per-duration)
Interstitial Ad
Animated CPM
(GIF / HTML5/ Flash) (cost-per-mile)
Pre-roll
Rich Media CPC
Search Ad (HTML5 / Flash) (cost-per-click)
Social ad Video CPA

(cost-per-action)
Sponsored Content
CPV
(cost-per-view)

Terms of Digital Ads

Popular Terms
! Impression / Reach
How many times does my ad apprear on a website / newsfeed?
! Clicks
How many times are my ad clicked on?
! Click-Through Rate (CTR)

The percentage Clicks vs Impressions

Understand  
your target audience online

Channels
Women’s magazines
Fashionistas
News
Gossip sites (mass)
General news (mass)
Forum Parenting Advice Sites
Social
Women’s fanpages
Social
Celeb / Hot Bloggers /
KOLs
Cooking-related
Search keywords

Understand  
campaign objectives

Awareness-building Campaign Digital-experience Campaign
Little to none   Great brand experience  

of owned-platforms use on owned platforms
Booking for awareness Targeted and accurate booking

Impactful sizes, high-traffic placement, creative Right target, right placement, right content, rather
formats and designs. than sizes or traffic. Re-marketing works best in
most cases.
Convert right on paid platforms
Brand experience (though limited) must be carried Convert on owned platforms
on banners, rich media, interstitial ads, etc… to Objective is to drive traffic, don’t complicate actions
encourage conversion (simple). on paid platforms, make it easy to click through.
80-90% for digital media,   60-70% for digital media,  

limited for digital production. 30-40% for digital production.

Guidelines & Consideration

Site Selection
Right place, right context
Site Design & Content

Selection Right content: transform the big idea into
digitalized design and content
Design &
Content
Strategic Targeting
Right time, right budget
Optimization Targeting
Optimization
Test, monitor, optimize in real-time

Understanding
your target online Design &
Optimization
Content
Site
Understanding Targeting
Selection
Campaign
Objectives
Site Selection
Right place, right context, right format.

Site Selection
Filtering
Do selected sites match our brand positioning, personalities or category nature?
Considering
Are selected sites best choices for the brief, in terms of effectiveness?
Which sites suit best / least to the campaign?
Selecting
Of all suitable sites, which ones generate most return-on-investment (ROI)?
Which sites are we affordable to run sufficiently? Which ones are not?

Channels Sites
eva.vn
Women’s magazines phunuonline.com.vn  

afamily.vn
dep.com.vn
Fashionistas guu.vn
elle.vn
News ngoisao.net
Gossip sites (mass) kenh14.vn
afamily.vn
vnexpress.net  
24h.com.vn
General news (mass)

thanhnien.com.vn
tuoitre.vn
webtretho.com 
Forum Parenting Advice Sites lamchame.vn
diendan.eva.vn
Facebook
Social
Pinterest
Thế giới Phụ nữ 

Social Women’s fanpages Mang thai lần đầu 
Mẹo nuôi con
Celeb / Hot Bloggers / Mẹ Tấm
KOLs Mẹ Cám
Cooking-related Google
Search keywords Bing

Channels Sites
eva.vn
Women’s magazines phunuonline.com.vn  

afamily.vn
dep.com.vn
Fashionistas guu.vn
elle.vn
News ngoisao.net
afamily.vn
vnexpress.net  
24h.com.vn
General news (mass)

thanhnien.com.vn
tuoitre.vn
webtretho.com 
diendan.eva.vn
Facebook
Social
Pinterest

Mẹo nuôi con
KOLs Mẹ Cám

Understanding
Optimization
Content
Site
Selection
Campaign
Objectives
Design & Content

Transform big idea into digitalized design and content.

Placement
Digitalized, ‣ Ad positions: top (header), bottom (footer),
interactive right column, in-line, in-box, home-page,
DESIGNS sub-page, etc…
Art
Format
‣ Ad types: JPG, GIF, PNG, Flash (SWF),
HTML5, video, pre-roll, etc.
Big Idea ‣ Content types: inforgraphic, pictorials,
editotials, advertorial, hot blogger posts,
(unbranded) content seeding, etc…
Copy
Authentic, Sizes
personalized, ‣ Ad dimensions (IAB standards): 300x250,
talk-able 728x90, 300x600, etc…
CONTENT ‣ Content length: varied depending on
platforms.

Creatives & Content
Channels Sites Format
(Design & Content)
eva.vn
- "Family / nuttrition recipes" with KOLs as a Web Banners (large
Women’s magazines phunuonline.com.vn   regular (sponsored?) column skyscraper 300x600)
afamily.vn - Thematic banner Sponsored Content
dep.com.vn
Web Banners
- Thematic banner
Fashionistas guu.vn
(leaderboard 728x90)
- "Diet-related / recipes" articles

elle.vn Sponsored Content
News ngoisao.net
Web Banners

- Thematic banner
(standard 300x250)
afamily.vn
vnexpress.net  
24h.com.vn
Web Banners
General news (mass) - Thematic banner

thanhnien.com.vn
(standard 300x250)
tuoitre.vn
- Sponsored box discussing "kid / nutrition

webtretho.com  Content Seeding
recipes"
- Thematic banner in homepage and within

Web Banner
diendan.eva.vn Sponsored Content

sponsored box
Facebook
Social - Thematic social ad Social ads (5 ads)

Pinterest

- Tips and tricks about cooking and family Sponsored posts

recipes Boost post
Mẹo nuôi con

Sponsored posts
- Branded personal stories

KOLs Mẹ Cám Boost post
- knorr, hạt nêm, nấu ăn, ngon


- "công thức nấu ăn dinh dưỡng" Search ads
- "nấu ăn ngon"

Judging the Creative

Nivea Interactive Banner






ABC for Web Banners

A: Attention

Impact of creative design

Impact of motion design

"Above-the-fold" Visibility
Above-the-fold
= more opportunities to see
Below-the-fold
= less visible

No Intrusion / Interruption Digital Acceleration Programme
9. Consistent
Best Branding
practice media insights & Logos Yield Stronger Results
Continuous branding boosts purchase intent
Logo only in last frame
Digital Acceleration Programme

Stronger Results
9. Consistent
Best Branding
hase intent
Logo and pack shot in each frame
!

Question
Tip
Review creatives in real-life

B: Branding

9. Consistent
Best Branding
Clearly visible branding
!
dvert
early
gs work
branded.
harder? !
Question
Tip
What
Each frame
would
Source: US YE should
make
2009 this
be clearly
advert work
macro-,learnings branded.
harder?

9.
Best Continuous
Consistent Branding
practice media Branding
insights & Logos Yield Stronger Results
!
Question
Tip
What
Each frame
would
make
2009 this
be clearly
advert work
harder?
Strictly follow brand guidelines

C: Communication
or Call-to-Action.

9. Consistent
Best Branding
Clear call-to-action
Logo only in last frame Logo and pack shot in each frame
!
9. Consistent
Best Branding
Logo and pack shot in each frame Logo only in last frame
Question
Tip
What
Each frame
would
make
2009 this
be clearly
advert work
harder?
!
Question
Tip
What
Each frame
would
make
2009 this
be clearly
advert work
harder?
!
Could you improve these ads?

Call
Call to to needs
action actionto needs to be
be loud and loud
provide  
value
and provide value
!
Vague call to action CTA; “Free sample”
Should indicate what to expect clearly sets user
expectations
Tip
Question
Make
What theCMIreason
would
Source: make
Best tothis
Practicesengage simple
ad Insights
– Media work and
harder?
October 2010 clear
Fewer, independent frames:  Digital Acceleration Programme
Significant
Best practice drop-off on engagement with longer ads
Best practice media insights
media insights
Significant
Significant drop-offon
drop-off onengagement
engagement with longer
with ads ads
longer
Total Page Activity

# Frames Total Rate
Page Activity
# Frames
2 Rate
0.05%
2 3 0.05%
0.04%
3 4 0.04%
0.05%
4 7 0.05%
0.02%
7 0.02%
Question
Tip
Question
Tip What would make
Communicate the message
this advertearly,
workuse
harder?
fewer frames.
Source: CMI Best Practices – Media Insights October 2010
Communicate
What would make the message
this advertearly, workuse
Source: CMI Best Practices – Media Insights October 2010
harder?
fewer frames.
ABC for Web Banners
Attention Branding
‣ Impact of creative design: Does the creative ‣ Brand association: Is the branding clearly
attract attention? Are techniques used that visible?
draw viewers’ focus to the advertising (such ‣ Continuous branding: If creative has multiple
as movement)? frames, is the branding almost always
‣ Visibility on-page: Is it in a space that has present.
good visibility (e.g. above the fold)? Does the ‣ Within a sec, does the main color reflect the
ad format stand out on the page in the brand color?
position it’s placed (in terms of sizes or ‣ Does the ad strictly follow brand guidelines?
types)?
‣ Intrusion / Interruption: Have you balanced
the need of achieving impact with respecting Communication
the expectations of the viewer? (E.g. Sound ‣ Key message: Is the key message clear? Is it
is never auto-on, overlays are easy to close). clear from the first few seconds?
‣ Remember to always review creative in ‣ Frame independence: Each frame on the ad
actual position within pages where it will should stand on its own
appear. ‣ Call-to-action: Is the call to action strong
enough? Loud and provide values?
‣ Don’t be lengthy. Use fewer frames.

ABC for Pre-roll
Applied for the first 5 seconds.
Attention
Does the ad attract attention within the first 5 secs?
Branding
Is the brand clearly visible and called out within 5 secs?
Communication
Does the key message apprear within 5 secs and explained clearly for the rest of the ad?

ABC for Sponsored Content
Attention
‣ Do title / headline and lead paragraph capture attention within first few words?
‣ Does the intro make you want to scroll down and read further?
‣ If there’s news, tell it right away. Create a story to follow. Don’t leave that to the body copy.
Branding
Is the tone and voice of the article in line with brand personalities?
Is it easy to sense the "smell" of brand?
Communication
‣ Is the article short and concise, while easy-to-understand?
‣ Is it insightful or appealing to the reader’s self interest?
‣ Does it speak in a language the consumer understands?
‣ Is there a call-to-action at the end of every article?

Understanding
Optimization
Content
Site
Selection
Campaign
Objectives
Targeting
Right time, right budget.

Category Targeting

Demographic Targeting

Keyword Targeting

Keyword Targeting

Re-Marketing / Re-Targeting




Targeting
Category Targeting
Site-specific or content-specific targeting
Demographic Targeting
Ads that show up based on user profiles (age, gender, location, interests, etc)
Keyword Targeting
Ads that show up based on specific keywords.
Re-marketing / Re-targeting
Ads that follow users based on specific actions.
Programmatic Targeting
Auto-bidding and optimizing.

Creatives & Content
Channels Sites Format Targeting
(Design & Content)
eva.vn
- "Family / nuttrition recipes" with KOLs as a Web Banners (large
Women’s magazines phunuonline.com.vn   regular (sponsored?) column skyscraper 300x600)
afamily.vn - Thematic banner Sponsored Content
dep.com.vn
Web Banners
- Thematic banner
Fashionistas guu.vn
(leaderboard 728x90)
- "Diet-related / recipes" articles

elle.vn Sponsored Content
News ngoisao.net
Web Banners

- Thematic banner Category Targeting
(standard 300x250)
afamily.vn Re-marketing
Programmatic
vnexpress.net  
24h.com.vn
Web Banners
General news (mass) - Thematic banner

thanhnien.com.vn
(standard 300x250)
tuoitre.vn
- Sponsored box discussing "kid / nutrition

webtretho.com  Content Seeding
recipes"
- Thematic banner in homepage and within

Web Banner
diendan.eva.vn Sponsored Content

sponsored box
Facebook
Social - Thematic social ad Social ads (5 ads)

Pinterest

- Tips and tricks about cooking and family Sponsored posts
Demographic targeting

recipes Boost post Re-marketing
Mẹo nuôi con

Sponsored posts
- Branded personal stories

KOLs Mẹ Cám Boost post
- knorr, hạt nêm, nấu ăn, ngon

Demographic targeting

- "công thức nấu ăn dinh dưỡng" Search ads
Keyword targeting
- "nấu ăn ngon"

Understanding
Optimization
Content
Site
Selection
Campaign
Objectives
Optimization
Test, monitor, optimize in real-time.

Monitor & Optimize
Real-time monitoring
A/B Split Test to choose best creatives / solutions
Primary report: Google Analytics & Facebook Insights

It is the most trusted & effective tool to measure the quality of incoming traffic.
Secondary Report: Data provided by website owners or agencies.

But how reliable are they? Always cross-check with our data.
There are other 3rd-party reports like link-shortening services, social listening, etc..
Monitor performance & re-allocate/re-plan the investment  

to optimize performance

Digital Media Planning
Understanding
Optimization
Content
Site
Selection
Campaign
Objectives

Site Selection
Right place, right context
Site Design & Content

Selection Right content: transform the big idea into
digitalized design and content
Design &
Content
Strategic Targeting
Right time, right budget
Optimization Targeting
Optimization
Test, monitor, optimize in real-time

Thank you!

6.5 Digital6 - Media - DL

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Mobile Website

1 Digital6_Media.key - June 5, 2019

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— Unilever’s Digital Acceleration Program

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Web Banner Ad Static CPD

Social ad Video CPA

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! Click-Through Rate (CTR)

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25 Digital6_Media.key - June 5, 2019

General news (mass)

Forum Parenting Advice Sites

39 Digital6_Media.key - June 5, 2019

40 Digital6_Media.key - June 5, 2019

Little to none Great brand experience

Booking for awareness Targeted and accurate booking

80-90% for digital media, 60-70% for digital media,

41 Digital6_Media.key - June 5, 2019

42 Digital6_Media.key - June 5, 2019

Site Design & Content

43 Digital6_Media.key - June 5, 2019

44 Digital6_Media.key - June 5, 2019

45 Digital6_Media.key - June 5, 2019

Women’s magazines phunuonline.com.vn

Gossip sites (mass) kenh14.vn

General news (mass)

Thế giới Phụ nữ

Celeb / Hot Bloggers / Mẹ Tấm

Search keywords Bing

46 Digital6_Media.key - June 5, 2019

Women’s magazines phunuonline.com.vn

Gossip sites (mass) kenh14.vn

General news (mass)

Thế giới Phụ nữ

Celeb / Hot Bloggers / Mẹ Tấm

Search keywords Bing

47 Digital6_Media.key - June 5, 2019

Design & Content

48 Digital6_Media.key - June 5, 2019

49 Digital6_Media.key - June 5, 2019

afamily.vn - Thematic banner Sponsored Content

- "Diet-related / recipes" articles

Gossip sites (mass) kenh14.vn

General news (mass) - Thematic banner

Little to none   Great brand experience  

80-90% for digital media,   60-70% for digital media,  

Women’s magazines phunuonline.com.vn  

Thế giới Phụ nữ 

Women’s magazines phunuonline.com.vn  

Thế giới Phụ nữ 

Thế giới Phụ nữ 

Social Women’s fanpages Mang thai lần đầu 

Thế giới Phụ nữ 

Social Women’s fanpages Mang thai lần đầu 

Monitor performance & re-allocate/re-plan the investment  