|
Please forward Laredo Group iAdBiz™ Views to all your colleagues and friends. |
NEW
Laredo Group
Courses! |
|
Intelligent Social Media & Mobile Marketing
Learn how to engage customers in today's hot social media venues, and how to integrate new mobile marketing channels.
Gain an edge against your competitors and better relationships with your prospects and customers.
Learn to optimize your written, telephone, electronic and in-person communications skills and techniques. Co-taught by four-time Emmy Award winning news and TV host Bill Boggs and Laredo Group CEO Jeff Leibowitz.
To Register for These Or Any Other Laredo Group Courses
|
Updated
Laredo Group
Glossary and Resource List
The new and improved
Laredo Group Glossary of Interactive Media and Advertising includes 15 recent entries. Stay current!
Download the most
up-to-date versions of these free
Laredo Group
resources! |
to Request a Copy of the Glossary and Resource List
|
|
Laredo Group News
Leslie Laredo will be moderating a panel at the 6th annual MPA-IMAG Independent Magazine Conference in Boulder, CO on May 18th. For more information, go to www.magazine.org.
Leslie will also be a featured speaker at the Minnesota Magazine and Publications Association (MMPA) Summit & Expo on May 21st in Minneapolis, MN. She will be hosting four sessions in the advertising sales track, on the theme, "How to Be Up in a Down Economy." For more information, visit www.mmpa.net.
Laredo Group's Rob Graham is now a regular columnist for ClickZ, with monthly columns covering the Behavioral Marketing beat. | |
|
|
Issue #2 - April 14, 2009 |
|
We received great feedback from the first issue of Laredo Group iAdBiz™ Views and we thank all of you who took the time to let us know that "this kind of information is meaningful" and useful to you. Perhaps some of you also saw my appearance, together with Jeff Leibowitz, CEO of The Laredo Group, on the Fox Business News "Happy Hour" show that aired live from 5-6PM on Friday, April 10. In a brief interview, we were asked about the current state of the media business...and our forecast. We acknowledged the issues we are all facing today, but said that we are optimistic about a turn-around within the next year.
Earlier last week, I attended a very interesting panel on "The State of Integration" hosted by the Magazine Publishers of America. The panelists included publishers and vice presidents from Conde Nast Digital, Hearst Digital Media, Rodale and The Atlantic, as well as SVPs from MediaVest and Zenith. The big take-away for the 60+ attendees was the need to think more holistically about all of the components (offline and online) and make sure appropriate measurement structures are implemented. The panelists discussed best practices and pitfalls for creating and managing integrated deals, including being agnostic about the approach; not letting competing objectives override the overall goal; developing a "logic tree" to manage complex, multi-disciplinary programs; assigning team leaders; and closely managing the timing and back-end issues (as these vary dramatically across the print and digital platforms). The agency executives highlighted the need to consider the users' different experiences across the various media channels available to them, as well as how the channels work together, the importance of being flexible, and lastly, conducting "lessons learned" sessions after each program.
I want to take this opportunity to highlight some other news: Rob Graham, our VP of Technical and Creative Training, is now a regular columnist for ClickZ, providing great advice and opinions for their Behavioral Marketing column. Find his latest article here.
Next month, I'm participating in the Minnesota Magazine and Publications Association (www.mmpa.net) Summit and Expo on May 21st in Minneapolis. We do a variety of presentations for association and corporate meetings all over the country. At the upcoming MMPA meeting, I'll be hosting four sessions:
− Integrating Print and Online: Strategies for Cross Platform Programs
− Digital Campaign ROI: What to Measure, What to Expect
− Marketing Value to Advertisers: Getting Beyond Page Views & Unique
Visitors
− Handling Digital Sales Objections: Getting to Yes Quickly
I hope that those of you who are MMPA members will be able to attend...and please say hello if you do.
We continue to welcome your feedback and input on this and all future issues. Don't forget to scroll to the bottom of the page and get the referral code for a $100 discount on any Laredo Group training seminar in 2nd quarter 2009.
Spring is in the air, the U.S. Navy successfully rescued the captain being held by pirates and baseball is once again in full swing! So things are definitely looking up!
Enjoy your springtime!
Best regards,
Leslie Laredo, President
The Laredo Group, Inc. |
|
Advances in targeting, specifically behavioral targeting (BT), is not only changing how buyers find their target audience but is impacting pricing as well. BT technology gives buyers the advantage of paying for ad impressions delivered based on past behaviors (defined as sites or pages visited, keywords, and other criteria) of their target users. With ad networks offering BT across hundreds and thousands of sites, the buyer now has the option of paying a significantly lower CPM for these ad impressions than media bought directly with a publisher's site. This article highlights Google, through the acquisition of DoubleClick, and ad network ValueClick, as two companies forcing down the cost of what everyone pays for online advertising. While this targeting technology is putting more pricing pressure on site publishers, the article doesn't highlight any of the pitfalls or issues using BT techniques. So buyers must balance the advances of BT technology and lower CPMs, with the opportunities to deliver ads based on content and other considerations tied to premium publisher inventory. Full Article - A Pricing Revolution Looms in Online Advertising - BusinessWeek
After an eight month beta test, AdMeld is rolling out a product through which publishers can realize better inventory control to generate higher revenue for each ad served. The AdMeld technology, which is marketed both to publishers and ad networks, leverages dynamic pricing and advanced targeting. It utilizes pricing data, available inventory and publishers' guidelines to determine which ad network is sent an impression. For publishers, this is critical because sales personnel currently have to perform this time consuming function. Given the increased efficiencies, a site can generate higher revenue from advertisers without taking a rate increase. Pubmatic and The Rubicon Project also have similar products for publishers. Full Article - AdMeld Platform Leverages Dynamic Pricing, Advanced Targeting - MediaPost PublicationsMore Articles...
|
LearningViews
Research fielded by Lotame has found that Web site users spend an average of 13 seconds viewing a rectangle ad compared with 5.4 seconds viewing a leaderboard and 1.9 seconds viewing a skyscraper. The company, which specializes in social media optimization, conducted the study earlier this year and used a sample of 150 million ads served. The research did not take into account other performance measures such as click-throughs, but the Lotame results appear to challenge more conventional thoughts about the pricing models, which we teach as "CPMs are a proxy for CTRs." So what does this mean for buyers? Should they consider the amount of time spent with an ad unit as the more important criterion for determining value (CPM)? While many criteria are used to evaluate sites and ad units, buyers may want to take this into consideration as part of their site/ad evaluation process. Full Article - Finding Yields New Angle On Rectangle, Reaps Far More User Time Than Leaderboards, Skyscrapers - MediaPost Publications
Intel Utilizes Live-Chat Banners To Sell Xeon Processor For the first time, a major advertiser has used Eyeblaster's Talkback Ad:Expert Panel. In support of its new Nehalem Xeon processor, Intel conducted in-banner online chats between technology end-users (i.e. IT decision makers), and 20 company associates. The ad appeared on sites such as CNET-TechRepublic, ZDNET, CIO Today, and Internet.com. The purpose of the effort was to engage users, answer questions, and gather input regarding the company's new processor. Live in-banner chats allow interaction with people where they normally obtain information -- on publisher websites. A dedicated landing page is not required for this program. Given the high engagement factor and ability to interact directly with the customer, this type of ad campaign is ideal for extremely narrow target audiences that can serve as brand evangelists. Full Article - Intel Live-Chat Banner Ads Engage End Users - MediaPost Publications
|
|
In 2008 Online advertising spending increased 11% to $23.4 billion according to the IAB. This was at a slower rate than the 26% the category gained in 2007. The study was based on findings conducted by PricewaterhouseCoopers and includes results for Search, Display Related, Classified, Referrals/Lead Generation, and E-mail. Study results show that online is far more resilient to the recession than traditional media. Marketers are still willing to increase spending on the Internet, while the same can't be said for Television, Newspapers, Magazines or Radio. Specifically, Search spending was up 19.8% over '07, and Display Related increased 8.0%. Full Article: eMarketer's Online Ad Spending Forecast - eMarketer
Older Users Help Facebook Increase Site Visits
Facebook is no longer just for 18-34 year olds. According to Hitwise, Facebook saw visits by people age 35+ increase to 46.1% of site totals in February 2009, versus 37.5% in February '08. That represents a 23% relative increase in visits. Overall, the site did exceptionally well. In the past year, Facebook's share of visits to social networking sites increased from 14.5% to 36.0%. At the same time, MySpace decreased from a 72.9% share to 52.2%. Facebook has quickly become a strong #2 in the category and should be considered by any brand competing in the space. Full Article: Older Users Help Facebook Grow 149% in February - MarketingVOX
|
 |
How a Media Agency Integrated Digital Services
by Leslie Laredo
In 2008, we had the opportunity to work with Communications Media Inc. (CMI) during their transition to integrate digital media services into the agency. In the year since CMI started the transition, they have been extremely successful winning interactive AOR for one of their largest clients ( case study) as well as gaining new clients for CMI Interactive.
I initially met some of their executives during a private sales training we held for a B2B publisher. The group publisher wanted their agencies to get the same digital media training as their media reps. CMI followed up by sending several people who were assigned the responsibility for the agency's transition, as well as their executive staff, to our public training programs. Afterward, Laredo Group was engaged to conduct private media training sessions on-site for the rest of the team.
We asked CMI to give us some insights into the process and evolution of making this transition.
How committed was management to this evolution and where did it fit in the overall priorities of the agency?
Our transition to integrate digital media services into our existing agency model began with a firm commitment from senior management. They named an internal project champion, assigned responsibility to a team charged to make the integration happen, and gave them a wide range of authority to make important decisions.
What specific training and knowledge did you feel were critical?
Independent training by folks who are all about the digital space was essential. Independent training from the Laredo Group provided that foundation, in addition to a basic understanding of how digital media work in general. It became the launch pad from which we were able to deliver on this capability -- just in time for increased client demand.
What happened that you didn't expect to happen?
Everything and nothing! Things happened so fast, and the approach so quickly adopted that we never had the luxury of fully defined "expectations." Rather, we remained steadfast to the ultimate goal of bringing digital media services to our clients in time for their respective planning seasons, and remained nimble enough to adapt to changes as they occurred.
Overall, we didn't expect our clients to take to our new value proposition so quickly. We thought it would take a much tougher sell against dedicated digital agencies.
Did you discuss or involve your publishing partners in your process? How do you find and evaluate new digital advertising opportunities?
This was a hidden gem for us. We had solid, long-standing relationships with traditional publishers who themselves were somewhat slow to adopt the online channel. Given that relationship, and the development of our new capabilities in the channel, we were able to work closely with them to help them develop their own capabilities and offerings that we felt would work best for our clients. This became a selling point for our own services.
What advice would you give to your clients who are evaluating the digital "readiness" of their agency partners?
It may sound obvious, but your agency must truly understand how your customers interact with various forms of media. Many of our clients used to turn to "digital" agencies because they were experts in the channel. Once we made the commitment to the space, our understanding of our clients' customers followed. Be sure your agency has not only the technical skills, but also relevant market knowledge. But above all, your agency has to understand that this "new" media is here to stay, and has truly made it a part of the fabric of their company, not just a new capability.
What advice would you give to other agencies that want to evolve into fully integrated digital services?- First, senior management has to be in full accord with respect to this corporate initiative.
- Fully explain the career benefits of this effort to all concerned so they will be more apt to support the change.
- Assign a specific project "champion" and a support team to usher in this change. This group should be respected by your internal people, and have the ability to make decisions quickly and confidently.
- Invest in appropriate training. You will need experts who are fully immersed in the space to greatly raise the level of awareness as to what's happening online from a media perspective. (We found that in the Laredo Group.)
- After the establishment of this base of understanding, it becomes a continuous learn-and-improve game. Your people, and especially those assigned the responsibility for the transition, must remain committed to stretching themselves personally, and in their work lives, to make the new capability become a reality for their clients.
Next Issue - Does The GRP Model Work for Online Media? |
WordViews 
Share Of Voice (SOV)
Refers to an advertiser's percentage of impressions for a specific site or section of a site for a given time period. For example, an advertiser buys 100,000 impressions in a section of a site with 1,000,000 impression avails, the advertiser will get a 10% share of voice (SOV) of the ad avails for the specified period of time.
A planner may want to limit the exposure of an advertiser on a specific site. This is especially true if the advertiser is concerned about an overexposure in frequency. If the advertiser is considering frequency capping, then a share of voice (SOV) of less than 5% (for example) is preferred over a 25% share of available impressions. A share of voice can also refer to a brand's share of total category advertising. For example, a category leader can have a 25% SOV, while the #2 brand can have an 18% share.
|
|
Hitwise
www.hitwise.com
Hitwise offers a unique, network based approach to internet measurement that uses ISP data to create insight on how consumers interact with a broad range of websites and how their competitors use different tactics to attract online customers.
MMetrics
MMetrics, now a division of comScore, provides syndicated research and mobile market measurement services that monitors the use of mobile media to help marketers become more efficient in their mobile marketing campaigns.
@Plan & AdRelevance
www.netratings.com
Both @Plan and AdRelevance are information/research services from Nielsen//NetRatings. @Plan reveals details of the online population - capturing basic demographics and in-depth lifestyle and preference data, using more than 2,500 profile points. AdRelevance provides online advertising intelligence, capturing advertising activity across all major industries, channels, ad formats and ad types on the Web.
|
|
Laredo Group Training Courses - Coming Soon!
Our next event: May 6-8 - New York, NY
The Friar's Club
New Course! - Intelligent Social Media & Mobile Marketing
New York, NY - May 8, June 17
Los Angeles, CA - June 4
Social media is the hottest trend in internet marketing since search, and is poised for continued exponential growth for years to come. This course will teach you about the approaches to monitoring and engaging consumers in social media from a multiple discipline approach. Learn how to engage your target and glean valuable knowledge of how consumers are interacting with your brand and category. Social media is not a question of "if", but rather "when" you will get involved.
New Course! - Intelligent Media/Sales Communications & Presentation
Los Angeles, CA - June 4
This course will give you an edge against your competitors and better relationships with your prospects and customers. Co-taught by four-time Emmy Award winning news and TV host Bill Boggs, and Laredo Group CEO Jeff Leibowitz, each with over 30 years of professional communications experience, you'll learn to optimize your written, telephone, electronic and in-person communications skills and techniques to get faster and better sales and customer retention results.
More dates/locations available for all training courses.
SAVE $100 with Early Bird Pricing!
Visit www.laredogroupseminars.com for details.
|
Visit our website for course descriptions, outlines, agendas and more -
Blogs from Laredo Group Instructors
| |
| |
Save $100* on Any Laredo Group
Public Training Seminars in 2nd Quarter 2009!
*Register for any Laredo Group 2nd Quarter 2009 Public Seminars by June 1 and Save $100 per Student off the standard or early bird course fees at the time of registration. Early bird pricing is in effect until 15 days prior to the first day of each seminar series. Offer applies to Laredo Group public courses in Chicago (April 15-17), New York (May 6-8 and June 15-17) or Los Angeles (June 2-5). Use Referral Code Q209 when registering online for this special discount. Not valid with any other discounts.
Click Here for Information or to Register for Laredo Group Public Seminars |
|
| Contact Us
Tel (954) 577-5700
Fax (954) 577-5720 | |
|
