Briefing：Digital Media
Digital Marketing Briefing: Paid Media Buying & Selling Your Name: Digital Property: Date: Objective: The purpose of this briefing is to investigate how your selected publisher (Facebook vs. Google) presents its paid media offerings to media buyers. You can type your answer below each question within this briefing document. Briefings should be completed individually, saved to your computer, and submitted online before the due date. Questions: 1) Ad Info. Provide a link in your company’s “Advertising Information” or “Ad Manager” section here (it is called different things on different sites). Review these pages thoroughly on your own, and indicate in your briefing whether you have any outstanding questions that the media kit doesn’t answer. 2) Ad-Supported Properties. Describe your publisher’s range of paid media offerings, including: – Owned properties. On which company-owned websites and/or apps does your publisher sell paid advertising? – Third-party properties. Are there any third-party websites (noncompany owned) for which your publisher sells paid advertising? HINT: In the “Ad Info” section, do you see any discussion about “advertising networks,” “content networks,” “exchanges,” or “programmatic” ad buying? These terms might suggest the publisher sells ads for third-party websites or apps. 3) Paid Advertising Specs: – Ad sizes. What are your publisher’s standard ad sizes / ad units available? – Targeting. What criteria can an advertiser use to target ads on your sites/apps? – Payment models. What are the different payment models available on your sites/apps? How do you pay for ads? – Self-Service. Must a marketer speak to an ad sales representative to purchase advertising, or can a marketer purchase advertising you’re your company through a self-service portal? 4) Reflection. How do you feel your overall understanding of your assigned digital publisher is enhanced by completing this briefing? Why am I asking you to understand the paid media offerings for these companies?
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