PLDT eMVP Digital University | Ideas for a Digital or Online Marketing Campaign

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Information about PLDT eMVP Digital University | Ideas for a Digital or Online Marketing...
Marketing

Published on February 13, 2014

Author: ThomasOMercado

Source: slideshare.net

Description

I did some research on creating a paid campaign to generate awareness and online lead for PLDT Home brands. Among the more popular ones are paid PPC placements on the Google Display Network, Yahoo, Facebook, Youtube and Twitter.

High Impact Internet Ad Placements and Online Display Advertising Highly-visible ad placements on websites that generate impactful impressions for the brand’s message

Yahoo! Takeover Every day millions of consumers begin navigating the web with the Yahoo! Homepage. Taking over this online real estate allows us to reach these consumers immediately.

Page Wallpaper / Background Skinner The Wallpaper accents the homepage, allowing the advertiser to replace the page background in the gutters with branded graphics.

Page Wallpaper / Background Skinner The Wallpaper accents the homepage, allowing the advertiser to replace the page background in the gutters with branded graphics.

Yahoomail Login The mail login page is the entry point into our users email and other communication tools online. The login page is prime real estate and attracts millions of unique users per day.

Branded Content / Page Sponsorship These posts are intended to provide an organic, honest, reasoned recommendation based on the subject of the campaign and can have interactive / rich media content (such as the mood meter / video).

Branded Content / Page Sponsorship A sponsored post is an article written by a member of an online news/blog/magazine network. It is published on their blog/site at the request of an advertiser.

Facebook Logout Experience Facebook Logout ads are displayed on the logout screen. They look like a page timeline and include a small description of the advertiser at the bottom right corner which links to the advertiser’s Facebook page.

Facebook Logout Experience The log-out page attains good reach and frequency and ads can be targeted by age and gender.

Rich Media / Interactive Ad Placements Rich Media ads contain embedded images, games or videos. These ads involve user interaction and high engagement.

Yahoomail Login (Rich Media) The mail login page is the entry point into our users email and other communication tools online. The login page is prime real estate and attracts millions of unique users per day.

Yahoo! Takeovers For one whole day, we can turn the Yahoo! Homepage into a 3D home through which people could wander and explore everything available to them Click and Hover on Ad Ad animates / transforms into a home

Interactive Executions: Expanding Ads An expanding ad is a rich media frame ad that changes dimensions upon depending on the length of time a visitor spends on a webpage, the user's click on the ad, or the user's mouse movement over the ad. Expanding ads allow advertisers to fit more information into a restricted ad space.

Floating ad A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website's content. Floating ads may disappear or become less obtrusive after a preset time period (5-30 seconds). The most basic floating ads simply appear over the Web page, either full screen or in a smaller rectangular window. More sophisticated versions can come in any shape or size and include sound, animation, and interactive components. Floating ads grab the viewer's attention and tend to be more interesting to view than other formats.

Page Peelback / Peel-Off Ads A Page Peel is a high impact ad that 'floats' in the page corner and effectively draws users attention. The page loads with the un-expanded peel back sitting in the top right hand corner of the page. When clicked the ad 'peels' back to reveal the larger ad panel. It can remain open until the user clicks close.

In-Page Balloon / Balloon Ad These appear either on the bottom left or right side of the browser window. The ad will start and last (max time of 15 seconds) unless there is a user interaction like a rollover.

Video Pre-rolls Pre-roll video advertising has become the fastest growing and most effective way of advertising online. In Youtube, a short video advertisement will play before the video you selected and ensures that your ad will get views.

Social Ads Internet Ad placements that touch the social aspect of the target audience to prompt them to act, usually used in social networking sites.

Facebook Ads Facebook advertising enables advertisers to place text and image ads within Facebook's social media platform. Facebook ads are a type of online ads that let advertisers target their audiences by variables like age, location, birthday, hobbies, etc. These ads are purchased on an auction basis, where advertisers are charged based on either clicks, impressions or actions. Facebook ads belong to one of two categories, Ads or Sponsored stories.

Facebook Ads: Ads - Voice of business Facebook ads appear either on the right hand side or on the news feed and can reach the followers (and network of these fans) of PLDT Home. For Facebook ads in this category, you as an advertiser are in full control of all creative elements of the ad. This means you control the title of the ad, the imagery and any text that goes with it. Facebook currently has different ad types that fall in the Ad category: • App ad • Domain ad • Event ad • Mobile app ad • Page like ad • Page post ads – – – – – Page post link ad Page post photo ad Page post text ad Page post video ad Offer ad

App ad App ads are ads for applications on Facebook. For App ads you don’t set a destination, they always take people to the application itself when clicked.

Domain ad Domain ads are the classic Facebook ads that you see on the right hand side of Facebook and that takes you off site when clicking them. They are typically used for direct-response campaigns where the conversion takes place outside of Facebook. Domain ads can show social context (e.g., “John Smith likes www.example.com”). For this to happen, Facebook must be able to match the destination URL of your ad with a Facebook page.

Event ad • These are ads for Facebook Events and it is possible to join the event directly from the ad.

Page Like ad Page like ads are ads for Facebook Pages. The Page can be liked directly from the ad.

Page post ads Page post ads are Page posts that are sponsored (sometimes called promoted)in order to increase their reach. Both published and unpublished Page posts can be sponsored and thus used as Page post ads.

Offer ad Offer ads can promote an offer redeemable in a physical store or online.

Sponsored Stories - Voice of friend Sponsored stories are based on organic content on Facebook, but in contrast to Page post ads, the content is created by Facebook users and not advertisers. The content of the story can be that someone likes your Page, a Page posts, uses your App or is going to your Event. They are usually the most interactive form of ads on Facebook.

Sponsored stories - Voice of friend Sponsored stories are in essence “endorsements” by people’s friends, and thereby tend to receive high click-through and engagement rates.

Youtube Marketing YouTube ads are cost-efficient because advertisers only pay when people watch ads, and they don't waste money advertising to people who aren't interested in your business. They can zero in on the right people based on who they are, where they're located, and what they're interested in–for example, men aged 18-34 in Boston or women who enjoy travel.

Youtube Homepage Masthead Unit The homepage masthead is a 970x250 pixel in-page unit running the full width of the YouTube homepage below the navigation bar. Video inclusion is strongly recommended, as well as the YouTube channel links for users to interact with & share video. Both of these result in higher brand interaction on YouTube and viral views.

Trueview Video Ads http://www.youtube.com/watch?v=zZ9oHvjxCL8 TrueView format Where ads appear In-search In-display (video plays on YouTube Watch or Channel page) YouTube videos Display Network videos, games, and apps YouTube search results YouTube videos (Suggestions; invideo overlays) Display Network content Image options Ad text limits Click destination YouTube video (less than 3 minutes recommended) 300x60 companion (YouTube only) N/A Your website 25 characters maximum for headline In-stream are video ads that are inserted before, during or after the main video. Video options Clicks on your video thumbnail go to your video 35 characters maximum for each description line Clicks on call-toaction (CTA) overlays go to your website 25 characters maximum for headline Clicks on your video thumbnail go to your video Description not shown in Suggestions Clicks on CTA overlays go to your website. YouTube video (any length) YouTube video (any length) Choose from 4 thumbnails Choose from 4 thumbnails

Google Display Network The Google Display Network is the world's largest display advertising network for placing banner ads on Google web properties (such as YouTube, Blogger, Gmail, etc.) as well as a network of over 2 million other web sites (eg: USA Today, NY Times, etc.).

Google Display Network (GDN) Standard Ads Google Display Ads are advertisements placed on Google web properties (YouTube, Gmail, etc.) and Google partner sites. These ads allow for advertisers to create visually appealing ads, increase brand awareness, and extend their reach to new potential customers they may not normally interact with.

Google Display Network (GDN) Rich Media Ads Rich media ads are essentially image ads that have interactive elements, animations, or other aspects that can change depending on who is looking at the ad and how they interact with the ad. • Examples of rich media ads include: an ad with a carousel of products that moves; or an ad with animated layers that move into place.

Google Display Network (GDN) Video Ads Advertisers can create an ad and embed a video that plays directly within it. Because YouTube is included on the Display Network, you can use AdWords to place your ads next to YouTube videos.

Google Display Network (GDN) Search Ads Google search ads are text ads that appear in Google search results, alongside organic search results. These ads are great for reaching potential customers with a clear intent who are further along in the buying cycle

Twitter Promoted Tweets Promoted Tweets are regular Tweets but with the added bonus of reaching both current and potential followers you target.

Twitter Promoted Trends Trends are popular topics happening right now, on Twitter. Because these Trends are placed prominently next to a user’s timeline, they get mass exposure.

Twitter Promoted Account Quickly build an active community of advocates and influencers for your business. The bigger your follower base, the more people there are to engage with and spread your message.

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