EMEL AKMAN

Business Adminstration, Marmara University

OMD TURKEY
PEPSICO DIGITAL LEAD
emel.akman@omd.com

1
AGENDA

1 2 3 4
DIGITAL MEDIA DIGITAL MEDIA DIGITAL MEDIA MEASUREMENT
TRANSFORMATION CONSUMPTION CHANNELS&ADVERTISING
TURKEY & WORLD TYPES

2
AGENDA

1 2 3 4
DIGITAL MEDIA DIGITAL MEDIA DIGITAL MEDIA MEASUREMENT
TRANSFORMATION CONSUMPTION CHANNELS&ADVERTISING
TURKEY & WORLD TYPES

3
Digital Advertising Types

Display
Search Social Media
Mobile
Video

4
 What is Display
Advertising?

• Display ads generally refer to the

advertisements we encounter on
websites, mobile sites and applications.

• In 1994, AT&T's banner advertisement

was the first starting point of internet
advertising.

5
Display Ad Examples

Page Skin Masthead

Page skins, also known as wallpapers, are Masthead ad is a banner unit that appears
customizable and interchangeable at the top of the home feed on mobile and
background graphics for a webpage or a desktop. Masthead can be purchased by
desktop. Page skins may be clickable and reservation (traditional media buying) or by 6

can direct users to an external site. rotation via programmatic.

Display Ad Examples

Banners Native Content

Banner ads occupy a spot within an app’s or website’s layout, either Unlike display ads or banner ads, native ads don't really look like
at the top or bottom of the device screen. They stay on screen while ads. They look like part of the editorial flow of the page. The key to
users are interacting with the app or website, and can refresh native advertising is that it is non-disruptive. It exposes the reader
automatically after a certain period of time. It is the most popular to advertising content without sticking out like a sore thumb
advertising space on mobile and web.
7
Native ads can be any sponsorships or contents

8
Video Advertising

Midroll
Video Terms; (While the video continues)
Video on demand
Premium Content
UGC (User Generated Content)

Video Metrics:
Pre-Roll
CPV: Cost per view
Before the video
CR: Completion rate

9
 Youtube Ad Formats

Fixed price, reservation buy, homepage MASTHEAD Charged with Cost per View (CPV)

Awareness & reach Appears in the Youtube

objective campaigns search page or in the
recommended videos
section while watching
another video.

CPV is charged after 30sec Charged with Cost per Mile (CPM)

Skippable ads format can Unskippable 6

be seen just before second ad formats
watching video. ‘’Skip ad’’
button appears after 5
second.

10
Cost per mile: Cost per thousand (CPM), also called cost per mille, is a cost an advertiser pay for 1.000 imrpessions. Impressions are when an advertisement or any other form of digital media renders on a user's screen.
Mobile Advertising

• Advertising on mobile is a category

included in the display ad and video
inventory.

• The most important feature that

distinguishes mobile from others is that
the device is personal and location-based.
Thanks to mobile devices, we can make
very accurate targeting with constantly
updated location and user information.

• User data are accessed through web

browsers and applications used in mobile
devices. This allows us to do a variety of
targeting.

11
How Do We Collect This Data?

BROWSER BEHAVIOUR = COOKIE ID

APP BEHAVIOUR = DEVICE ID

12
What Are The Differences Of The Two Types Of Data?

COOKIE ID DEVICE ID

Browser type Geo locations

Location Device Model
Specific in-site activity Device Brand (Manufacturer)
Connected via wi-fi / operator
OS Version
Mobile Carrier / Operator
Specific in-app activity

13
Mobile Advertising Types

STANDARD RICH NATIVE SMS

VIDEO
DISPLAY MEDIA
Rich media ads are dynamic Native ads don't really look like Video advertising is SMS/MMS is sending
Display ads are ads. They look like part of the promotional content that
in style and can mold as per promotional campaigns or
shown to users editorial flow of the page. The
the users’ on-screen / on- plays before, during or transactional messages for
on mobile key to native advertising is that it after streaming content.
device movements. The marketing purposes using
websites and is non-disruptive. It exposes the
intent is to make ads more text/image messages
apps advertising reader to advertising content
interactive and deliver better
placements. without sticking out like a sore
user experience.
thumb
14
Doritos Mobile Video Rich Media

15
Doritos Cool&Hot 360 Mobile Video Case

16
Facebook&Instagram Ad Placements
It is necessary to use all advertising placements in order to manage the budget effectively
and increase performance.

Audience
Network

Messenger

Apart from Facebook, Instagram and Messenger, advertisements can also be published
on Facebook's contracted sites.

17
Facebook&Instagram Ad Models

Advertising models are divided according to the purpose of the campaign, all models appear in the same way with
visual, text and button.

18
Facebook&Instagram Ad Models - Examples

Post Video Carousel

19
Facebook&Instagram Carousel Ads

Diffrent images can be directed to related pages with the Carousel format.

20
Instagram Stories
We publish ads with Reach, Video Views, Traffic, Sales, App Installs objectives.

21
Instagram Branded Content

Creators on Instagram can allow business partners to promote branded content. This means that when a creator partners with a
business to create a branded content post or story, the creator can give their business partner permission to turn their content in to an
ad.

22
Instagram Polling Ads
Poll ads allow you ask your audience a question where they can choose from two possible answers. It will appear
in the Facebook News Feed and Instagram Stories on mobile devices.

23
AR Filters, Playable Ads

Branded Content
Playable
AR Filter Amplification
Ads
Creators on
Your ads can use Instagram can Playable ads
augmented allow business are an
reality camera partners to interactive
effects to let promote branded video
people interact content. This ad.Users
with your means that when experiences
products a creator branded
partners with a game content
business to without
create a branded leaving the
content post or platform.
story, the creator
can give their
business partner
permission to
turn their content
in to an ad.
24
Click to Messenger
Ads that direct from Facebook or Instagram to Messenger. Users interact with chat bot and you can show special offers on
their responses.

25
Renault Whats App Case

https://www.facebook.com/business/success/renault-turkey 26
Google Search Ads
Search ads are text ads that appear in the Google search engine. Listings other than ads are called organic results.

SEM

SEO

27
Google Search Ads

En Şık Güneş Gözlükleri

Dünyaca Ünlü Güneş Gözlükleri
%50'ye Varan Süper İndirimler!
ornekgozlukcu.com/gunesgozlugu

User searches AdWords ads were shown Uses clicks the ad “Landing Page” were shown and
“Impression” advertiser pays per click

• Clicks
• Cost Per Click (CPC)
• Click through Rate (CTR): Clicks / Impressions

28
Google Shopping Ads

29
Google Remarketing

Users come to Segment User left the Sees your

your website visitors based website display or
on their search ad
baviours across
Google
inventory

30
Data-Led Campaign Planning

Must be a part of the consumer’s digital

journey

31
We have used real time match data’s on Ruffles UCL campaign

32
We have used real time weather condition & location data’s in
mobile and outdoor for Lay’s campaign

33
AGENDA

1 2 3 4
DIGITAL MEDIA DIGITAL MEDIA DIGITAL MEDIA MEASUREMENT
TRANSFORMATION CONSUMPTION CHANNELS&ADVERTISING
TURKEY & WORLD TYPES

34
Campaign Measurement

Ad Server : An user interface that enables tracking of analytical information such as viewing
and clicking also Placing the banners in a predetermined area on the website where they will
be published.

What does the ad server We are using:

measure?

• Impression, Click, CTR

• Unique Reach
• Average frequency
• Percentage of video views

35
Youtube Brand Lift Studies

36
Facebook Brand Effect Surveys

The effects of the campaign on the brand metrics can be measured with the survey questions asked to the audience who
saw the ad and not (Ad recall, Brand awareness, Purchase Intent, Top of mind awareness etc.)

37
Facebook Brand Effect Survey Result Example

38