MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)

The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #04—FEBRUARY 16, 2009
BUILDING BLOCKS: DIGITAL PRODUCTION + SEARCH

Creative Commons Attribution & Non-Commercial License

Today:
(Slight revise of the syllabus.)
1. Overview of major digital “building blocks”
2. Guest speaker: Jennifer Iwanicki
Strategic Digital Producer
BREAK
3. Guest speaker: Nina Hale
Search Consultant
BREAK
4. Review Assignment #1 (due next week)

Major Building blocks: “The Digital Base”
1. Search
Search Engine Marketing (SEM)
Paid Search a.k.a. Pay-Per-Click (PPC)
Search Engine Optimization (SEO)
2. Website Analytics
3. Display/Banner Ads

1. Search
Search Engine Marketing (SEM)
(Nina’s presentation, page 50)
Paid Search a.k.a. Pay-Per-Click (PPC)
Search Engine Optimization (SEO)

i.e. Traffic
Referring/Exiting
i.e. Patterns
Popularity/Paths
Multivariate Testing/Optimization
= Insight (Remember relevant data?), which
affects, creates and drives...
Content Strategy, Editorial Calendar, Design,
Technology, Copywriting, Images + Video,
Website Staffing + Budgeting, etc.

*Here’s an example of an analytics overview dashboard. What is it telling you
that can help craft more compelling stories and more relevant content?

*What can specifics, like Technical Profile, tell you about this audience,
so you can better meet their needs and increase loyalty?

*What inspires the 5% who’ve visited 9+ times vs. the rest of our audience?

*Given this site’s purpose, these results are fine. But what would you learn if
they weren’t? Consider how content strategy and design affect this issue.

*This information is closely tied to advertising, i.e. What’s driving traffic? It can
also speak to the viability of your social media outreach efforts.

*This information is closely tied to Search. But it also can affect content
strategy, specifically copywriting. How does your audience describe you?

IAB (Internet Advertising Bureau)
Standard sizes for ad units
There are three basic sizes we typically produce (as
measured in pixels): Leaderboard, Square, Skyscraper

#1: LEADERBOARD
Standard = 728x90 | Half banner = 234x60

http://www.iab.net/standards/adunits.asp

#1: SQUARE, BOX, RECTANGLE
Standard = 300x250 | Others = 336x280, 250x250, 240x400

http://www.iab.net/standards/adunits.asp

#3: SKYSCRAPER
Standard = 160X600 | Others = 120X600

A note about functionality:
Various levels of interaction, animation/motion and
sound are possible within banners. Unlike print or TV,
where the boundaries of what’s possible have been
(more or less) mandated, online advertising offers quite a
range of options. The key to success is to talk about
strategy (i.e. what technology do we need to impact our
audience effectively) and the media buy (i.e. what
technology is available in our media budget and
placement) long before creative concepting even begins.

Functional types—Static/Back Up:
These executions provide a very simple level of content.
They appears only if the browser or server is unable to
display the preferred banner format. Static banners are
like traditional out-of-home billboards—everything
related to the idea has to be acknowledged in one space.

Functional types—(Flash) Fixed,
non-expanding, non-video serving:
Typically incorporating
animation/motion and
potentially sound (which
must be user-initiated,
per most media
contracts).

http://bannerpalooza.com/portfolio/SonyVaio_300x250.html

Functional types—(Flash) Video serving
and/or expanding:
Most commonly referred to as “rich media.” Here we’ve got a
full arsenal of tools: animation/motion, a larger space (after
expansion), video, data base functionality

http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html

Function—expanding:

Networks
So this is how your banner ad gets distributed. Networks act
in between the agency/production ﬁrm/media company
(representing the client brand) and the site publisher (i.e.
nytimes.com) to facilitate serving, tracking and maintaining
your banner ad’s placement. Some of the majors are:
Pointroll (http://pointroll.com)
EyeWonder (http://eyewonder.com)
EyeBlaster (http://eyeblaster.com)
DartMotif = DoubleClick, i.e. Google (http://doubleclick.com)
AdMob (http://admob.com)

Success criteria
How will your banner ads be measured? And rest assured,
they will be! Here are a few methodologies:
Click-through rate (CTR) The ratio of page-views to clicks on
the ad, expressed as the percentage of a page’s total visitors
who clicked on the banner. In this age, a respectable average
banner CTR could be 1%.
Cost-per-click (CPC) Takes the cost of the media, divides by
the number of click-throughs.
Brand-interaction rate (BIR) Less common, but more holistic,
this measurement integrates a value for length of time a user
sees the banner along with any time spent interacting with
the unit, in addition to any click-through.

Media buy + site specifications
We’re still working, somewhat, in the Wild West. Unlike
broadcast TV or print with NTSC and CMYK standards,
banner ads are often subject to last-minute changes brought
by publishers, networks and the advancement of technology.
As a creative, you want to know about the following up front:

*The site list (media buy) and specific placements as well as
file size (bandwidth) limits, looping limits, sound + video
specs, required controls for all sites on the list
*If you’re utilizing data capture (form fields), what info is
required by the client + allowed by the site? What’s the
hosting plan for the data?
*Destination plan for all units you’re creating. Where will you
be sending people who click? What content will be there?

Storyboards
“Whatever works, so long as it’s legible to other people.”
That’s really the golden rule here. The board isn’t for you, it’s
meant for clients, producers and production talent to
comprehend, appreciate and support.
Words of advice: If you’re storyboarding an online ad, do it to
production spec. Make your frames 120x600px if that’s one
of the sizes in the media plan. Work at 100% scale, at 72dpi.
And don’t be afraid to write up a treatment to help explain
what you want to see happening in terms of animation style,
editorial sequence, rollover effects and other actions.

Storyboard examples (120x600px)

Storyboard examples (728x90px, expandable)

Functional description

The banner begins with AGE
1)
logo, headline, CTA, legal and
“egg curtain.”

The “egg curtain” parts from the
2)
middle, revealing a short video
clip, in this case, of a nest egg
getting checked on a treadmill.
(No sound.)

Any cursor-movement over the
3)
unit initiates banner expansion.
(If the user doesn’t engage, the
curtain sequence and video
repeats itself a second time.)

On expansion, the full-length
4)
video plays from the beginning,
with sound. To the right, new
copy and a new CTA appear.

Storyboard examples (300x250px)

Functional description

This is a fixed (non-expanding) unit. All of the
information is displayed immediately. There is
no loading sequence.

But the viewer almost immediately notices one
unusual element—the Passat’s headlights are
magnetically “attached” to your cursor (via Flash).

When you move your cursor, the Passat’s
Bi-Zenon headlights follow along.

Fixed size banner examples

http://www.cpbgroup.com/awards/roofstudiobanners.html http://bannerpalooza.com/portfolio/SonyVaioVote_300x250.html

http://nikeid-europe.nike.com/nikeid-europe/banner/identify_yourself/ http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html

Richer media banner examples

http://www.neverinneutral.com/convertible/

http://www.cpbgroup.com/awards/rallyrace.html

http://202.157.162.188/web/awards/wd40/glide/mac/glide.htm

*Find more at: http://www.oneclub.org/os/osi/showcase?year=2008

Strategic Digital Production
Guest speaker: Jennifer Iwanicki
http://jenniferiwanicki.com

strategic production in a digital age
Jennifer Iwanicki

pro⋅duc⋅er
noun

definition- “a person responsible for the financial and administrative aspects
of a stage, film, television, radio or similar production; the person who
exercises general supervision of a production and is responsible chiefly for
raising money, hiring technicians and artists, etc., required to stage a play,
make a motion picture, or the like.”

Jennifer Iwanicki

you sold the idea- congrats!
now how are you going to make the thing?

There’s a deadline, a budget and client with expectations.

Rely on your producer to help.
The producer is your friend.

Jennifer Iwanicki

case study
gametap: multi-platform production

100 pieces of creative developed in just 4 months.

Jennifer Iwanicki

the questions
defining the project

Likely you are going to have to clarify your ideas. Here’s a list of
questions you can expect:

- What is your vision for the project?
- Is there sound, illustration, photography?
- If so, what’s the style?
- Is there video? Animation?
- Is anyone on vacation during the project?
- Do you have ideas about who you’d like to work with?

Every creative project has it’s own intricacies. We need to figure out
what those are.

Jennifer Iwanicki

the questions
dissecting the comps

There’s a lot of information to be found in this board. Here are
some questions I’d ask.

Does this animate?

Do we need stock photography?

What do each of these sections of content contain?

Who’s providing privacy/legal info?

General:
- What are our technology constraints?
- What is the style of animation?
- What is the data collection requirement? Is that being met?

Jennifer Iwanicki

the questions
dissecting the board

Who do we need to cast?
General?
- What’s the tone/pacing?
Is this in color, b&w,
- Is there voice over?
illustrated or
- Is there a soundtrack?
photographic?
- Are there art cards?
- Are client logos required?
- Locations?

What’s wardrobe/costuming?
What are the sets/production
designs?
What are the props?
Do we need stock footage?

Jennifer Iwanicki

budget and timing
confines

Budget = $350,000.00

Timing = 4 months

Let’s mash it up.

These numbers are estimated

Jennifer Iwanicki

budget and timing
your answers

You’ve done your homework now, and the information has most likely been
put into a document called “Creative Notes.”
But how does all this information correlate to budget and timing?

The producer works to figure this out.

Jennifer Iwanicki

budget and timing
all the elements

Here’s what the info tells us we need to produce.
Goatz Ducking

Design (10 websites) Props
Bumper - including the VO of Tank Granite yelling quot;XTREME DUCKING!quot;

Awesome guitar accompanies an eccentric collection of XPJS students doing the
most Xtreme ducking moves known to man.

Copywriting (12 scripts) Talent Negotiations
Granite VO: You want goatz? We got goatz! Check it!

Copywriting Talent Payment
A man walking down a city street notices a flower pot whizzing towards his head.
He ducks in the nick of time. Totally awesome.

Explosion

Illustration (20 units) Location Van
Granite VO: Gorilla Arm Duck!

Animation (45 elements) Transportation
A gorilla and a bear are fighting on the roof of a building. They are nowhere near
the edge. Someone is a waving an American Flag in the background. The
Gorilla takes a swipe at the bear, who easily ducks out of the way.

E-cards ( 8 units) Technology Development
Explosion

A dude ducks under a simple table. Nothing out of the ordinary. Just the power

Banner ads (10 units) Hosting
of ducking.
Toppings
Specialty Pizza
Explosion
Individual - $1.00 Individual - $1.50 Individual - $1.95
Large - $1.50 Large - $1.95 Large - $2.95
Birch Ind. $7.95 Lg $12.95
Broccoli, Mushroom, Onion, Green Pepper,
Black Olive Artichoke Hearts Anchovies
Sundried Tomato & Mozzarella

Voice Over (12 videos) Media Development
Broccoli Caramelized Onion Barbecue Chicken
Eggplant Feta Cheese Buffalo Chicken
Granite VO: Swordosity!
Cedar Ind. $7.95 Lg $12.95 Garlic Pesto Goat Cheese
Roasted Eggplant, Roasted Zucchini, Green Pepper Pineapple Grilled Chicken
Roasted Tomato & Mozzarella Hot Cherry Pepper Portabello Mushroom Hamburger
Mushroom Ricotta Cheese Pepperoni
Cypress Ind. $8.95 Lg $13.95 Onion Roasted Red Pepper Prosciutto
Spinach, Feta, Mozzarella, roasted Sliced Tomato Spicy Tomato Salsa Sweet Italian Sausage
A fireman having a sword fight with a pirate. The pirate is holding about 4
Spinach Sundried Tomato
Tomato and Black Olive
Tomato Sauce Extra Mozzarella

swords in his hands. He puts them all together and swings at the fireman who
Zucchini

Editorial (12 videos) On-Air Spots
Dogwood Ind. $9.95 Lg $14.95
Artichoke Hearts, Green Pepper, Mushroom,
= Vegetarian
Prosciutto, Tomato sauce & Mozzarella
ducks out of the way and pokes his opponent in the knee at the same time.
Plain Cheese Pizza
Evergreen Individual $6.95 Large $9.95
Ind. $8.95 Lg $13.95
Spinach, Broccoli, Pesto,
Feta & Garlic

Appetizers Explosion
Magnolia Ind. $8.95 Lg $13.95

Lunch
Grilled Chicken, Pesto, Garlic & Mozzarella

Location scouting Equipment Rentals
Buffalo Wings $6.95
Maple Ind. $7.95 Lg $12.95
Honey Hot Wings $6.95
Italian Sausage, Ricotta,
Tomato Sauce & Mozzarella Chicken Fingers
Granite VO: Laser Jams!
$6.95

617-522-7997
Buffalo Fingers $6.95
Naughty Pine Ind. $7.95 Lg $12.95
Mozzarella Sticks
Portabello Mushroom, Roasted $5.95
Fax: 617-522-5600
Tomato, Red Onion & Mozzarella
Potato Skins $5.95

A karate man is walking down a back alley when a villain starts shooting a laser
Broccoli & Cheddar Poppers

Location rental Fake Character Blogs (20)
$5.95
Palm Ind. $7.95 Lg $12.95
Prosciutto, Pineapple & Mozzarella Chicken Satay $6.95 Tuesday -Friday 11:30 am
at him. The karate man ducks and uses a freestyle move to avoid the laser
Grilled marinated Chicken served with spicy Peanut Sauce
Redwood Ind. $10.95 Lg $17.95 Saturday & Sunday 12:pm
Fried Calamari With hot cherry peppers $7.95
Italian Sausage, Pepperoni, Hamburger,

blasts and gives a thumbs up to the camera.
no lunch served Mondays
Prosciutto, Tomato Sauce and Mozzarella Mussels Dijonaise $7.95
Sauteed mussels with garlic, lemon, white wine, caramelized
Sequoia Ind. $8.95 Lg $13.95
Entertainment... Function Room...
onions and a touch of dijon
Buffalo Style Chicken, Red Onion,
on Friday, Saturday & Sunday evenings.
Spinach & Artichoke Dip $7.95 reserve now for your special
Roasted Tomato & Mozzarella

Contract negotiations User Experience/IA
Check us out! event or family gatherings!
Bubbling hot casserole of Spinach Artichoke & Cheeses
Explosion
Tumbleweed Ind. $8.95 Lg $13.95
Baja Shrimp $7.95
Gift Certificates
Grilled Barbecue Chicken, spicy
Grilled shrimp marinated in cayenne brown sugar served with
Tomato Salsa, Garlic & Mozzarella are available. Ask your server
grilled pineapple for more information.
Sauteed Artichoke Hearts $6.95
Granite VO: Dr Aqua!
no substitutions on house pizzas With Red Pepper, Garlic, fresh Basil & Garlic Bread Check out our website: www.DogwoodCafe.com
Parties of 6 and over subject to a 18% gratuity added to your bill.

Meals and catering Help Wanted Ads (100)
Technical Specification “Seeding” campaign
Casting Character licensing
Wardrobe Stock Imagery (50)


Jennifer Iwanicki

budget and timing
all the staffing

Here’s who needs to be involved.

2 Designers Sound recordist
2 Copywriters 8 PA’s
2 Illustrators 2 Creative Directors
3 Animators Music Arranger
2 HTML Developer Hair and make-up
Technical Developer Location Manager
Director of Photography Location Scout
Editor Wardrobe
Production Designer Talent Manager
User Experience/IA Line Producer
25 actors VO Talent


Jennifer Iwanicki

budget and timing
schedule

Remember, we have just 4 months....

Illustration/Animation= 2 weeks
Design (web)= 4 weeks
Design (e-cards) = 2 weeks
Flash Banners= 3 weeks
Blogs= 2 weeks
Help Wanted placements= 2 weeks
Copywriting (web)= 4 weeks
Boards = 2 weeks
Scripts = 2 weeks
Technical Development= 8 weeks
HTML Development= 4 weeks
Shoot Pre-Production= 6 weeks
Shoot Days= 5
Editing= 3 weeks
Quality Assurance= 2 weeks


Jennifer Iwanicki

budget and timing
whoa!

Somethings got to give. There’s just too much to do and not
enough money.

The bad news is delivered with a smile and with suggestions to help
keep your idea just as cool!

Jennifer Iwanicki

solutions
what to cut

2 Designers Hair and make-up
Design (10 7 websites) Props (100 70 items)
2 Copywriters Location Manager
Copywriting (12 8 scripts) Talent Negotiations
2 Illustrators Location Scout
Copywriting Talent Payment
3 2 Animators Wardrobe
Illustration (20 15 units) Location Van
2 1.5 HTML Developer Talent Manager
Animation (45 30 elements) Transportation
Technical Developer Wardrobe/Talent
E-cards ( 8 5 units) Technology Development
Director of Photography Manager
Banner ads (10 8 units) Hosting
Editor Line Producer
Voice Over (12 8 videos) Media Development
Production Designer VO Talent
Editorial (12 8 videos) On Air Spots
User Experience/IA
Location scouting Fake Character Blogs (20 12)
25 15 actors
Location rental User Experience/IA
Sound recordist
Contract negotiations Help Wanted Ads (100 50)
8 6 PA’s
Meals and catering “Seeding” campaign
2 Creative Directors
Technical Specification Character licensing
Music Arranger
Casting Stock Imagery (50 20)
Wardrobe


Jennifer Iwanicki

solutions
what to cut and how to optimize

General?
Limit casting, use in-house staff as talent.
- Use the same VO talent when
Video instead of
possible.
animation. Keeps the
- Keep iterations of soundtracks
format consistent in
to a minimum buy having team
the edit. Use B&W to
get lots of reference info to
keep the surreal
music house.
effect.
- Limit locations. Keep
recognizable landmarks out of
the shot.

Use thrift shops for wardrobe.
Or ask talent to bring own.
Return what you don’t use.
See if you can use the bear
costume anywhere else. If so,
shoot all the costumes on the
Kill the horses, not literally, but replace the shot. same day.
Instead of renting,what can we borrow?

Jennifer Iwanicki

results
what got produced

While we had to make some compromises, we still got a lot produced.
Here’s some of the end results.

Jennifer Iwanicki

it’s a wrap.
thank you.

Jennifer Iwanicki

jennifer@jenniferiwanicki.com
http://www.linkedin.com/in/jenniferiwanicki
http://www.twitter.com/jiwanicki

Search
Guest speaker: Nina Hale
http://ninahale.com

Conversations about
the Future of Advertising

Nina Hale – February 16, 2008
Search Engine Marketing

Company Background
Established fall ’05
More than 45 combined years of Search Engine Marketing
& eMarketing
4 employees – all high level with 9+ years specific
experience

 PPC (google, yahoo, facebook, msn, etc). Manage approx.
$1.75 million per year.
 SEO – current sites, new site designs, copy editing for
SEO, link-building.
 Site Analytics – especially Google Analytics

“Drive revenue though online channels”

Minneapolis SEO / PPC
2/12/2009

Partial Client List (since formation)

2/12/2009

What is Online Search?
Google?

Nothing’s going to knock
Yahoo / MSN?

out Google for a long time,
YouTube?

but people who figure out
Facebook?

how to monetize the
Twitter?

searching done elsewhere
Maps?

will prosper.
Yelp?

Image searches?


YouTube is the second largest search engine. Only
Google has more searches done on it.
7% of all searches are for images

2/12/2009

Who’s online and what are they
doing?

Who is online?
73% of all adults (18+)
35% of all adults (65+)
Source: Pew Internet & American Life –
May 2008

Pew Internet and American Life Project. 08/06/08

89% of buyers research online first before buying. $500 Billion in offline sales
have been influenced by online research.
Source: Forrester research

ROBO = “research online, buy offline.”
2/12/2009

Surprise! Google is most popular

12 Billion US Searches in
July 2008.

•9.9 Billion on Google
Source: comscore

2/12/2009

Basic Screen Shot

2/12/2009

PPC is more than Search Engines
babyhold.com
• Facebook PPC
babyparenting.about.com
• “content networks” can place babysitterexchange.com
image ads or banners – via search backtoschool.about.com
engines but based upon website brandnewdad.com
context busymom.net
childcare.about.com
childfun.com
childparenting.about.com
daycarematch.com
deals.families.com
everythingpreschool.com
families.com

familiesonlinemagazine.
com
familycrafts.about.com
familyinternet.about.com
2/12/2009
fathermag.com

PPC vs. SEO

Studies show a 16% rise in brand favorability if BOTH are on first page

2/12/2009

What are all those acronyms?
 SEO: Search engine optimization. Manipulating
your website and other websites linking to it, in
order to get high natural rankings
 PPC: Pay-per-click advertising. Ads (generally
text ads) that are based on a performance model.
You only pay the advertiser when someone clicks
on your ad.
 SEM:
Search Engine Marketing – combined tactics of
1.
SEO & PPC on search engines.
2. PPC. (Most agencies and larger companies seem
to refer to PPC as SEM.
2/12/2009

How do you optimize a site? (SEO)

 Technical
 Content
 Links
Describing these
via text language is
What other factors? still always the
Reviews
 basis of the “clues”
that lead people in
 Maps
 Mobile pages
 Videos / Images

2/12/2009

What does a search engine see?

 Go to
http://www.seo-browser.com/
To see how search engines see your site. Text,
meta titles and descriptions, links with keywords
in the anchor text, and an elevator statement are
all vital. All-flash or graphic sites are invisable to
search engines. Even flash and graphics, though
indexed, have to be categorized, so you have to
include descriptors of what that is, i.e. “photo of
black horses running.”
2/12/2009

Keyword Research is Vital

Average Monthly
Search Volume
Keywords
fat farm 9,900
fat farms 8,100
40,500
fat camp
14,800
weight loss spa
weight loss resort 1,000
N/A
residential weight loss facility
fat camps for adults 210

2/12/2009

Sometimes the lexicon has to
change

Monthly Search
Keywords Volume
surv 6,600
recreational trailer 2,900
toy hauler 135,000

2/12/2009

Be careful what you say
in site content… That’s too high! Unless
your business model is
to give away DVD’s,
you’re getting scammed
Contact or DVD
Request
Keyword Visits Leads
free dvd request form 72 67% 48

Not our client,
but an example
of what comes
up high for “free
DVD”
2/12/2009

If I were starting a website…
 How are you going to make money from it?
 Are you answering the main questions people have
Is it right for me?

Can I afford it?

Can I do it?

How will it make my life better?


 Do I need people to come to my website in order to
be successful?
Or will other vehicles work? Phone? Destination?

Sales via other channels – amazon, best buy, target,
patina?
2/12/2009

Design Considerations
 Enough pages
 Friendly urls:
www.yoursite.com/basketball/sparkly-backboards.
Text as a part of every page

Page has to load quickly

Clear navigation – site maps

Unique content

No spider traps.


2/12/2009

Jobs in search engine marketing
No one really teaches this

 Excel!
 Sure, I love multivariate page testing
 I’m fascinated how the click-through rate changed by
.02% when I added capitalization to that.
Curious nature

 Online stalking
 Lots of alone time
 Brilliant ideas about how to build links
 Articles
 Crazy PR schemes.
 Wildly viral

2/12/2009

Assignment #1 - reminder
“Rethink your current portfolio and put it
entirely online.”
DUE: Monday, February 23
+ Be “Always in beta”
+ Use at least two of any tool/system you
want (flickr, YouTube, Extendr, Tumblr, etc.)
+ Include name, title, bio, contact info, tags,
descriptions, links. (Spell check!)
+ Customize as you see fit
+ Have a friend click through it for you

Monday, February 23:
“Building blocks: Websites”
1. Assignment #1 due—present in class
2. Guest speaker: TJ Shaffer, Popular Front
3. Guest speaker: Jamey Erickson, Sevnthsin
usefullunacy.typepad.com
tim_brunelle@mcad.edu

Thank you.

Creative Commons Attribution & Non-Commercial License

MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)

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