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Advertising in the Digital World
Media is changing
Media is changing
Presenters Chad Jacobsen, Digital Accounts
Manager, Forum Communications
Sylvia Weiler, General Manager for Tourism , Sojern
Moderator, Heather LeMoine, Marketing Manager, North Dakota Tourism
Chad Jacobsen Digital Accounts Manager
Forum Communications Company
About Forum Communications Company
• Headquartered in Fargo, ND
• Print o 35 daily and weekly newspapers
o Prairie Business Magazine
o Agweek
• Digital o 3 million monthly unique users
o 35 million + monthly pageviews
o 40+ news and niche websites
• TV o WDAY and WDAZ TV (ABC affiliates)
• Radio o WDAY Radio
• Commercial Printing
Forum Communications Company
Standard Digital Display • Targeted display ads on all of our sites.
o Geo target
o Content target
o Frequency capping
o Day parting
o Domain target
o Conversion tracking
High Impact Digital Display
• Larger display ads on all of our sites o Short burst
• 1 or 2 day on average
o Geo target
o Content target
o Frequency capping
o Day parting
o Domain target
o Conversion tracking
o Roadblocking/takeovers
Mobile Display • Targeted display ads on all FCC mobile sites
o Geo targeted
o Content targeted
o Frequency capping
o Day parting
o Device targeting
o OS targeting
Application Display • Ads run on Android, iPhone and iPad applications
o Geo target
o App target
o Content target
o Day parting
Video Pre Roll • 15-30 second video ads played before all video
content on FCC news sites o Geo target
o Content target
o Sponsorship
Email Marketing • Targeted email sends to any of our 46,000 double
opt-in subscribers o Target by zip code(s)
o Target by age
o Target by gender
Marketplace • Contextually targeted ads on all FCC sites
o target by site
o target by content
o 100 character ad
o logo/photo included
o direct users to your site
Contact Information Digital Accounts Manager
Forum Communications Company
Email: cjacobsen@forumcomm.com
Phone: 701-451-5738
Connect with me on Twitter @Chad_Jacobsen and
please feel free to add me on LinkedIn
Reminder: you can send your questions for this session
by using #NDTDigital on Twitter
Sylvia Weiler | GM, Tourism | sylvia.weiler@sojern.com
Big Data
& Behavioral Targeting:
Changing the Travel Industry Marketing Landscape
DoubleClick Double Click Bid Manager Double Click Floodlight Double Click Spotlight Ensighten Google Analytics Maxymiser Right Media Sojern Xasis
23
THIRD- P A R T Y D AT A
FIRS T - P A R T Y D AT A
Real Time Display Standard Rich Media
Facebook Exchange News Feed, Right Rail
Smart Devices Mobile, Tablet
Real-Time Video In-Banner, Pre-Roll
Email Customized Offers,
Loyalty Program
Messaging
Traveler
DNA
Clicks
Visits
Page Views
Engagement
Followers/Likes
Number of Destination Visitors
Economic Impact
Conversation Rate
Abandonment Rate
Share of Global Wallet
Task Completion Rate
Common Metrics Mature Metrics
The Promise
of Big Data and Behavioral Targeting
The future is in 1:1 marketing
Listen to data and let it guide your marketing decisions
Customize messaging based on consumer actions and travel shopping patterns
Big Data drives value in every step of the travel marketing process
Track what matters
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Thank You!
Sylvia Weiler | GM, Tourism | sylvia.weiler@sojern.com
Questions?
• Ask or tweet to NDTDigital
There are so many different types of online
advertising. What are the must-do types?
Tweet questions: NDTDigital
How can you afford to reach the whole world with a small marketing
budget?
Tweet questions: NDTDigital
How important is targeting?
Tweet questions: NDTDigital
What percentage of someone’s overall
marketing budget should be in digital?
Tweet questions: NDTDigital
How should marketers judge a digital campaign’s
results?
Tweet questions: NDTDigital
Tips for creating a digital marketing strategy?
Tweet questions: NDTDigital
What types of digital advertising aren’t worth
the spend?
Tweet questions: NDTDigital
What are the trends in digital marketing?
Tweet questions: NDTDigital
“I’ve always done it this way”
vs. “I live in Beta”
Tweet questions: NDTDigital
Examples of Data Driven: Audience Targeting
Analytics Marketing Decisions
Tweet questions: NDTDigital
Targeting proxies to targeting individuals – how is that changing?
Tweet questions: NDTDigital
Thank you
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