We're Not Just Radio

We're Not Just Radio

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  Digital Services Building successfulcampaigns through smart targeting and audience management!
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  2 Copyright 2017 |All Right Reserved Digital Marketing Services » Retargeting » Behavioral Targeting » Keyword Targeting » Facebook Products » House to House IP Targeting » Cluster IP Targeting » Video Capabilities » Mobile » Native » Instagram Presented By Dave McCallum [email protected] Phone: (707) 452-2307 Cell (707) 301-1195 Digital Services
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  Retargeting The Foundation ofAudience Management RETARGETING Retargeting is most effective way to enable advertisers to proactively engage & communicate with their audience, while learning much more about their visitors’ interests & characteristics. AUDIENCE MANAGEMENT Understand the value of a new site visitor. Every day you operate to establish your presence in the community & prepare the market for your product. A new visitor is no accident, rather is a result of the investment you make by maintaining a daily presence in the community. FREQUENCY Frequency is what drives prior site visitors to return to the advertiser’s site, and ultimately act on the conversions. AUDIENCE SEGMENTATION DATA COLLECTION CONVERSIONS By “bucketing” site visitors into individual segments, we can match creative to their demonstrated interest based on the pages they visited. Retargeting reveals the data within the cookied audience and places the “bread- crumbs on the trail” to follow to find more of the audience you must reach. Retargeting will drive the majority of conversions in a campaign, so use a simple and effective conversion strategy to experience success 4 Building Blocks of Retargeting
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  Behavioral Targeting Targeting theRight Individual A technique used to collect information on an individual’s Web-browsing behavior to select which advertisements to display to that user. HOW DOES IT WORK? When a user visits a website, a cookie is placed onto their browser. The cookie contains details about the visit, which helps flag the user as a part of a specific interest group. Using behavioral targeting allows you to target an audience who has demonstrated interest in and relevance to your business. GENDER FEMALE LOCATION ILLINIOS PAST PURCHASES INLINE SKATES Key Benefits Direct ads to individuals interested in a specific service or product Targeted ads by behaviors improve the users’ online experience Ads matched to interests perform better Over 25,000 categories of behavioral traits
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  Keyword Targeting Reach YourAudience Through Content You can choose keywords that best match your product or service, and then have your ad delivered onto the web pages which contain those words or phrases. HOW DOES IT WORK? A custom list of dozens of relevant keywords is created for every campaign. These keywords can be provided by you, or we can provide a list based on your business category. Your ad will then appear on site pages which contain those keywords. Key Benefits Identify keywords that work to support your product or service. Reach potential customers who have already demonstrated interest in your product or service. Typically best to use within a broader campaign *Notice that the ads do not appear on search result pages, but on site content pages.
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  Facebook Product Guide PlacementOptions TIER 1 Blended Placement (Facebook Page Required) Sponsored News Feed (Desktop,Tablet, & Mobile) Right Hand Column (Desktop) TIER 2 Right Hand Column (Desktop)
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  Facebook Targeting Methods LOCATIONS Reachpeople in areas where you want to do business. For example, you can show your ads to people who are near your store. CONNECTIONS Reach people who like your Page or your app, or who are attending your events – and their friends. For example, you can promote an event to people who like your Page. INTERESTS Reach people based on their interests and activities on Facebook. For example, if you sell cookware, you can reach people who are interested in cooking, cooking shows or recipes. DEMOGRAPHICS Choose the audience for your ad based on demographics like age, gender, education and more. For example, you can create different ads to appeal to new graduates, people who just got engaged, or moms & dads. CUSTOM AUDIENCE Find your existing customers among all the people who are on Facebook. You can create a Custom Audience using a customer contact list, your website traffic or activity in your app. BEHAVIORS Find people based on their purchase behaviors, the devices they use and other activities. For example, you can reach people who are business travelers, who are gamers or who use a specific type of phone.
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  Ad Preview RECOMMENDED SPECS Usethese guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended image size and text length ensures your ad always looks high quality on all devices. Image size: 1,200 x 628 pixels Image ratio: 1.9:1 File Format: JPEG, GIF (static), PNG Max File Size: 1MB Your image may not include more than 20% text. HEADLINE: 25 Characters LINK DESCRIPTION (optional): - 30 characters - No word used in the creative can be longer than 20 characters - The following characters are not allowed at this time: @ > # $ % ^ &* ( ) < - Excessive capitalization is not permitted BODY TEXT: 90 Characters TEXT REQUIREMENTS
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  Facebook Benefits PAGE ENGAGEMENT Reachpeople in areas where you want to do business. For example, if you’re a local business, you can show your ads to people who are near your store CLICK TO WEBSITE Reach people who like your Page or your app, or who are attending your event – and their friends. PAGE LIKES Build your Page audience by getting more Page Likes. It’s a great way to connect with new customers and learn more about your audiences. WEBSITE CONVERSION Track actions people took on your website after they saw your Facebook ad. This data helps you understand who comes to your site and what they’re responding to so you can make your ads (and website) even better. EVENT RESPONSES Let people know about your special event with a Facebook ad. When people see it, they can join and it even will be added to their Facebook calendar. They’ll also get reminders for the event, and you can keep track of how many people responded. APP INSTALLS Grow your app by getting more people to install it. You can get your ad to the When they tap your ad, they’ll go right to the app store install page.
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  IP Targeting Matching PhysicalAddress to IP Address Improve your direct marketing programs by adding IP targeting to marketing efforts. Quite simply, if you have an address list, we can deliver a digital ad message to those specific addresses. Key Benefits HOW DOES IT WORK? When a “prospective” customer goes online, ads are directed to their IP Address and delivered on the sites they visit. A minimum of 150,000 impressions per month are required Matching success rate from physical addresses to IP addresses is typically 40% to 60% ✓ No cookies are involved so cookie deletion does not affect the program. ✓ Reach your online target 100% of the time - no wasted impressions ✓ Notify prospect customers of upcoming campaigns days or weeks in advance, & follow up with additional messaging. ✓ Target homes and business locations
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  CLUSTER IP Targeting FindYour Ideal Audience Whether targeting by demographic information or building upon an existing list, cluster IP targeting is a great way to advertise to both known & prospective quality customers. Key Benefits HOW DOES IT WORK? We compile public records including US Census, NAICS, SIC, Prizm Cluster, IRS records, Voter history, and more to allow us to find the audience who exactly matches your target. We then can target that house or business, as well as the houses which surround it (the “cluster”), which helps target other potential customers. We also have the opportunity to build a “look-alike” audience off of an existing list to expand the reach. A min. of 250,000 impressions per month are required. CUSTOMER LIST PROFILE AUDIENCE DESCRIPTION SITE VISITOR ATTRIBUTION 3 Ways to Build an Audience Demographics, Geographic, Financial Profile, Psychographic Advertiser provides customer list and we build profiles from addresses We place a tag on advertiser site and build profile from visiting IP’s ✓ Comprehensive pre-sale report defines targets by variables such as location type, income range, home value, discretionary income,and more ✓ Identify and target prospective customers ✓ More cost-effective than traditional IP targeting or direct mail
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  VIDEO Capabilities We offerall video units including Instream, Outstream, & OTT, providing a fully transparent digital video solution. INSTREAM Commercials that appear before, during, & after internet videos. Linear ads look like television commercials, they delay or interrupt the video and typically last 15 to 30 seconds. Those that run before videos are referred to as pre-rolls, mid-roll ads occur during the video, and post-roll ads display at the end. We can also run ads on YouTube. Targeting is almost identical to Instream except YouTube can also target by keyword. - Companion ads available 300X250 (no additional cost) - Video length :15 or :30 secs - MP4 Format, 640x480 size -16:9 or 4:3 Aspect Ratio - 15mb Max size (smaller recommended) CREATIVE SPECS REPORTS - Tracks Impressions, Clicks, Click Through Rates and full Site List transparency - Completion Rates: 25%, 50%, 75% and 100% - Reach & Frequency by data segment upon request - Geographic Performance by DMA TARGETING OPPORTUNITIES ✓ Demographic: Age; Gender; Income; Lifestage; Purchase Intent; Behavior ✓ Geographic: Zip Code, City, DMA, State (DMA or State level is highly recommended) ✓ Retargeting & other 1st party data ✓ Audience Networks: Target specific audience segments from high quality data sources
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  Video Capabilities OUTSTREAM Video advertisingunit that auto plays in a large format player whenever a user navigates to it within text content(typically an article), even if the site doesn’t have their own video content. It’s called outstream because the video ad exists outside of online video content. Also commonly referred to as “in-read” - Video length :15 or :30 secs - MP4 Container Format - 640x480 video size -16:9 or 4:3 Aspect Ratio - 15mb max size (smaller files recommended) CREATIVE SPECS REPORTS - Tracks Impressions, Clicks, Click Through Rates and full Site List transparency - Completion Rates: 25%, 50%, 75% and 100% - Reach & Frequency by data segment upon request - Geographic Performance by DMA TARGETING OPPORTUNITIES ✓ Demographic: Age; Gender; Income; Lifestage; Purchase Intent; Behavior ✓ Audience Networks: Target specific audience segments from high quality data sources Unrivaled Engagement: Outstream format achieves 65% more clicks than Pre-roll ➔ Increase ad noticeability ➔ Increase message association ➔ Increase brand favorability ➔ Premium Inventory ➔ Little intrusiveness ➔ 100% human interaction FEATURES
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  Video Capabilities OTT OTT standsfor “over-the-top”, the term used for delivery of film and tv content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-tv service. - Video length :15 or :30 secs - MP4 Container Format - 640x480 video size -16:9 or 4:3 Aspect Ratio - 15mb max size (smaller files recommended) CREATIVE SPECS REPORTS - Tracks Impressions, Clicks, Click Through Rates and full Site List transparency - Completion Rates: 25%, 50%, 75% and 100% - Reach & Frequency by data segment upon request - Geographic Performance by DMA TARGETING OPPORTUNITIES ✓ Single DMA: Geo Targeting, Broad Demographic Targeting, IE Adults 25 -54 ✓ Large Regional or National Buy: Geo Targeting, Demographic Targeting, Behavioral Targeting Sample Content Partners
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  Mobile In-App &Geo-Location LOCATION ENABLES BETTER CONSUMER CONQUEST: Mobile advertising allows advertisers to direct their ads to people based on locations they visited previously. Target people who have recently visited your location, attended sports events, concerts, or other local events. DYNAMIC LANDING PAGES - Measure actions taken on landing page, such as directions, or click to call - Link to your own mobile website - Provide distance to nearest store location REPORTS - Gather Top Line Data including Campaigns, Impressions, Clicks, CTR, Conversions, Flight Performance, Device Performance, Creative Performance Between 2014 to 2019, mobile advertising is expected to grow 244% to $65 Billion. Of that, 73% of the ad spend will be directed towards In-App delivery. Apps provide excellent user experiences, and also allow you to implement rich media, video, and other ad formats that engage audience. DELIVERY ON POPULAR APPS INCLUDING:
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  Native Content Type ofadvertising that matches the form and function of the website the ad appears on. You can serve non-interruptive authentic ads directly on high quality premium publishers. Target users inside content feeds leading to higher engagement and 100% guaranteed human traffic. HOW DOES IT WORK? Creative is Produced: Pick your content format - infographic, listicle, visual essay, or long form video Select your audience: Choose geo, device, behavioral and contextual targets. Key Benefits ✓ Increased Engagement ✓ Decreased Bounce Rate ✓ Longer Attention Time Users spend an average of 90 seconds with the content vs. an average 12 seconds for rich media. ✓ Audience Preferred Messaging 70% of customers prefer to learn about companies through content rather than ads. ✓ Premium Ad Space in Brand Safe Environment ✓ Non-interruptive ads Ads appear inside content streams and allow the user to remain within the publisher’s site. ✓ 100% Guaranteed Human Viewed & Fraud Free ✓ Contextually Relevant: All placements are 100% contextually relevant down to the page level. ✓ Sophisticated and Transparent Reporting Includes CTR, time on content, page views, scroll depth and content completion rate. BEST PRACTICES Rotate content every 3-6 weeks Launch 11+ headlines Set 2-4 week flights Treat CTA as content component Include amplified created content RETARGETING Uses 3rd party tracking & verification tags, 3rd party behavioral data, and companion assets available
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  Instagram Product Guide CAROUSELADS Bring an additional layer of depth to photo ads. People can swipe to see additional images & a call to action button takes them to a website to learn more. VIDEO ADS Offer the same visually immersive quality as photo ads on Instagram but with the power of sight, sound & motion. You can share videos up to 60 sec long & in landscape format. PHOTO ADS Tell your story through beautiful imagery. Whether it’s inspiring people to see your brand differently or take an action, they offer a clean, simple & beautiful creative canvas.
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  Instagram Targeting Methods APPENGAGEMENT Get more activity on your mobile app CLICK TO WEBSITE Send people to important sections of your website INTERESTS Reach people based on their interests and activities on Facebook. For example, if you sell cookware, you can reach people who are interested in cooking, cooking shows or recipes. DEMOGRAPHICS Choose the audience for your ad based on demographics like age, gender, education and more. For example, you can create different ads to appeal to new graduates, people who just got engaged, or moms & dads. CUSTOM AUDIENCE Find your existing customers among all the people who are on Facebook. You can create a Custom Audience using a customer contact list, your website traffic or activity in your app. BEHAVIORS Find people based on their purchase behaviors, the devices they use and other activities. For example, you can reach people who are business travelers, who are gamers or who use a specific type of phone.
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  Ad Preview RECOMMENDED SPECS Facebookpages are required. Instagram ads will use the Page name and profile picture. It will not click through to the actual Page on Facebook. Note: if you’d like to connect your Instagram account to the ads, we will need full access to the Instagram account. Image Specs: Image size: 1080 x1080 pixels; landscape also available Image ratio: 1:1 Carousel: 5 images max Video Specs: Format: .MOV or .MP4 Files; 720P or higher Video Ratio: 1:1; square, landscape also available Length/Size: 60 seconds/ 2.3GB Max POWER OF HASHTAGS: Add hashtags to categorize your content to help non- followers discover you. We recommend up to three hashtags so they don't detract from the post’s simplicity. BODY TEXT: 2200 characters max TEXT REQUIREMENTS
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  Instagram Benefits APP ENGAGEMENT Getmore activity on your mobile app CLICK TO WEBSITE Send people to important sections of your website WEBSITE CONVERSIONS Get people to take specific actions to your website APP INSTALLS Grow your mobile reach by getting more people to install your mobile app PASSIONATE COMMUNITY Instagram is a highly engaged global community with more than 400M active accounts CREATIVE CONTENT People come to Instagram for visual inspiration & the simple design allows captivating visuals to take center stage VISUAL LANGUAGE Advertising on Instagram has the power to move people- inspiring them to see a business differently or take action The Appeal of Instagram
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  When you workwith me you have the benefit of a local rep who has all the resources of a national experienced marketing company at his fingertips. Your marketing plan is tailored to your specific needs and is strategically implemented to ensure maximum results. Dave McCallum Alpha Media / KUIC 555 Mason Street #245 Vacaville, CA 95688 (p) 707-452-2307 (c) 707-301-1195 (f) 707-446-0122 [email protected]