LECTURE 10

PA I D M E D I A
PAID MEDIA AND ADVERTISING

• Advertising is a non-personal communication that is paid and comes from an identified

sponsor.
– When we say ‘Advertising’ we usually mean Paid Media and vice-versa.
THE ROLE OF PAID MEDIA

• Paid media is a bridge between Owned and Earned. The job of Paid Media as it pertains to
digital media is to take audiences to a platform that the brand owns or where they could start up
a conversation about your brand i.e. social media.
1. DISPLAY ADS
• 22% of all online ad revenue is for display ads,
which can contain text, graphics, and animation and
allow users to click through.
• Display ads can range from various sizes to various
placements on your website.

©2014 Pearson Education, Inc. publishing as Prentice Hall 13-6

AD PLACEMENT

• GDN can automatically create placements for you.

• Placement defined by publishers through “Custom Channels”
AD BUDGET: BIDDING STRATEGIES
DISPLAY AD CALCULATIONS

• Cost to an Advertiser = CPM x (Impressions / 1000)

• CPM = Cost to an Advertiser x 1000 / Impressions .
• Cost to an Advertiser : CPC x number of clicks.
• CPC = Cost to an advertiser / number of clicks.
• CTR = (number of clicks / number of impressions) x 100
AD RANK
 2. RICH MEDIA ADS
• There are numerous formats for highly interactive rich
media ads. Some can sense mouse movement, while
others have built-in games or videos.
– In-banner video ad
– Expandable ad
– Pop-up and Pop-under
– Floating ad
– Interstitial ad
– Wallpaper ad
– Trick banner ad
– Map ad ©2014 Pearson Education, Inc. publishing as Prentice Hall 13-14
ADS IN YOUTUBE (RICH MEDIA PLATFORM)

a b
• YouTube uses both traditional DISPLAY ADS and TRUE VIEW ADS
A. YOUTUBE DISPLAY ADS
B. YOUTUBE TRUEVIEW ADS

• Trueview ads are ads which uses audio visual unlike Display ads. YouTube Trueview is a platform
developed by Google/YouTube to deliver ads with audio/visual capabilities inside of YouTube
YouTube Trueview
Placements
• In Stream ads
– Pre-roll (skippable/non-skippable)
– Mid roll (skippable/non-skippable)
– Bumper (non-skippable)

• In search ads (Discovery ads)

– Ads which appear when you search for
a video on YouTube. They are basically
like AdWords ad but uses Trueview
hence making them audio/visual

• In display ads
– Ads that appear in the video
display page
3. CONTEXTUAL ADVERTISING

• Contextual advertising occurs when an ad system

scans a Web page for content and serves an
appropriate ad.
– Google’s AdSense and Microsoft’s adCenter
offer this service.
• Behavioral advertising is a form of contextual
advertising, but follows user behavior instead of
page content.
• Remarketing is a tactic for communicating with
users who ©2014
previously visited a Web site.
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4. SOCIAL MEDIA AD
AWARENESS ADS

• Awareness Ad Type: Over 1.8 billion people use Facebook every month. We’re willing to bet the
majority of those people don’t know your company exists. Targeted towards the very top of the sales
funnel, awareness ads build top-of-mind awareness and interest in your product or service. These
discovery ads are perfect for you to tell your company story and connect with new prospective
customers.
• The awareness ads available to you include:
• Brand Awareness – Encourage discovery of your brand
• Local Awareness – Encourage discovery of your local business (limited targeting options, targets
based on proximity to business)
• Reach – Show your ad to the maximum amount of people possible (limited availability)
CONSIDERATION ADS
• Consideration Ad Type: Get people to start thinking about your business, product, or service, and look
for more information about it. The consideration ad type is targeted towards the top-middle of the sales
funnel.  Consideration ads are great for most of your on-site (and in-app) content, including blog posts,
coupons, video testimonials and how-tos, and email newsletters.
• Types of consideration ads include:
• Traffic to your website – Send people to a page on your website
• Engagement – Drive engagement with your company
– Page Likes – Increase Facebook page likes
– Post Engagement – Increase engagement with a specific post
– Offer Claims – Get people to claim an offer
– Event Responses – Get people to attend an event
• App Installs – Generate app installs
• Video Views – Generate views on a video
• Lead Generation – Acquire new leads via a lead form Facebook users can fill out right on the platform
• Messenger Ads – Send people advertisements right into their Facebook Messenger account.
CONVERSION ADS

Conversion Ad Type: Conversion Facebook ads encourage people to carry out a specific action or
purchase your product or service. I.E., conversion ads’ main goal is to convert users. They’re targeted
towards the very bottom of the funnel and are aimed at directly increasing your bottom line.
Conversion ads are the easiest to measure results, but also tend to cost much more than the other ad
types. A few examples of conversion ads include sending users directly to a contact or product check-
out page, sending people to your store, or complete event registration fill-outs.

Types of conversion Facebook ads include:

•Conversions – Drive an action on your website
•Product Catalog Sales – Drive product sales
•Store Visits (Limited Availability) – Drive foot traffic to a store
THE FACEBOOK FAMILY
AD PLACEMENT
 5.
4.
7.
6. CANVAS/INSTANT
CAROUSEL
3.RIGHT
1. PHOTO
2. VIDEO
SLIDESHOW
COLLECTIONADS
COLUMN
ADSAD
ADS
ADS
TYPE OF FACEBOOK ADS EXPERIENCE ADS
AD PLACEMENT
INSTAGRAM ADS 4. 4.
Collection
Carousel
1. Photo
2.
3.
exploreStory
Video
adsads
ads
ads
ads
ads
INSTAGRAM
AD
TARGETING
FACEBOOK AD PORTAL
FACEBOOK AD
STRUCTURE
TWITTER
5. SEARCH ENGINE ADS OR PAID SEARCH

A 25 character headline
70 character
lines for
description
Short Headline Goes Here
A short two-line description follows
and it completes the ad copy
www.displayurl.com/here

35 character display URL

©2014 Pearson Education, Inc. publishing as Prentice Hall 13-39

6. MOBILE ADVERTISING
• Mobile advertising formats available
to marketers include:
– Paid search
– Display ads
– Full screen takeovers
– Messaging
– Location-based ads
– Video
– Voice
– Apps

©2014 Pearson Education, Inc. publishing as Prentice Hall 13-40

LINKING AD EXECUTION TO SOCIAL MEDIA JOURNEY
Paid to Owned
SO, IN
SUMMARY…

Paid to Earned
END OF LECTURE 10