DIGITAL MARKETING TOOLKIT

Compiled by: Carrie Lysenko, MBA, BHK, BA,

Instructor, Digital Marketing Certification
School of Continuing Studies
York University

What is Digital Marketing?

Digital marketing is the application of marketing principles, processes and strategies executed within a
connected and online or digital environment. Key channels and some common terms that a digital marketer
might utilize are defined below. The benefits of each channel is also highlighted for reference. Following the
definitions, is a list of references including; industry resources and organizations that can help current and
future marketers navigate in the digital world.

Channel or Term Description Benefits

Search Engine SEM is the method by which - As so many consumers use search, it can be
Marketing (SEM) advertisers pay for ad an effective way to reach a large audience
placements in a search results - Your ads are shown next to the most relevant
page (SERP) targeted keywords and search results for your product
according to certain search or service
terms or keywords. - Advertisers are generally already targeting
consumers who are interested in their type or
Advertisers are usually product or service based on their search
bidding on the keywords terms
alongside additional - Small independent advertisers as well as
advertisers. The number of large multinational companies are all bidding
bidders can drive the cost up within the same auction for keywords and
or down but it generally customers
fluctuates significantly from - The paid search ads are generally shown in
keyword to keyword. the first position in the search results
- Paid search can augment a website’s organic
search results to ensure they are at the top of
the page

Search Engine Is the page within the search - The SERP is usually made up of; organic
Results Page engine that indexes all the results, indexes that the crawlers identified
(SERP) results based on the keywords as relevant based on keywords and paid
that were entered placements, in which advertisers purchased
keywords in which their message would be
displayed alongside of

Display Advertising Display is often referred to as - Display ads often have various names like
banner ads​. These “Big Box”, “Leaderboard” etc. but they are

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 advertisements are often also referenced by the pixel height and width
positioned beside content of the ad unit. For example, a Big Box is
within the website or 300px x 250px
application and include static
or animated imagery, video
and contain a promotional
message

Expandable Ads Also known as ​Rich Media - Advertisers can get very creative with their ad
Ads ​they include animated executions and leverage much more of the
that allow the advertising screen real estate on the web site or
imagery and text to expand application.
beyond the limitations of the - These ad units are often more intrusive than
banner ad placement. regular banner ads
- These ad units are often subject to user
capping so an individual user is not exposed
to rich media ad units too many times within a
single site visit
- These caps are guidelines and generally at
the sole discretion of the publisher
- Rich media units are generally more
expensive to purchase than banner
advertising

Impressions An impression is a term of - One impression will be measured when an ad

measurement that digital is displayed
advertising is often purchased
by

Cost Per Thousand The price to purchase 1000 - A seller, publisher or ad platform would like
(CPM) impressions of a digital ad unit the highest CPM
- A buyer or advertiser wants a low CPM

Effective Cost Per An average of all CPM pricing - A seller, publisher or ad platform would like
Thousand (eCPM) across a wide range of the highest eCPM
impressions, units, sites or - A buyer or advertiser wants a low eCPM
publishers

Cost Per Action The total price an advertiser - A common ‘action’ could also be referred to
(CPA) would pay each time an as an acquisition.
identified action was taken - For example, an advertiser might pay a $2.00
CPA each time a customer signs up for an
e-newsletter

Click Through Rate The number of clicks on a - If there is 1,000,000 impressions served and
(CTR) digital ad as a percentage of 2000 clicks, the CTR would be 0.20%
total number of impressions

Pay Per Click (PPC) Total cost to the advertiser - Google search is most often paid for on a
each time an ad is clicked on PPC basis

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 Viewability Viewability is a measurement - Pixel Requirement: Greater than or equal to
metric which considers pixel 50% of the pixels in the
size and time to determine advertisement creative was on an in-focus
whether a digital ad was browser tab on the viewable space of
viewed within the viewable the web page, and
browser window display - Time Requirement: The time the pixel
requirement is met was greater
than or equal to one continuous second, post
ad render.
- Publishers arrange their advertisements on
the web page to increase viewability as much
as possible
- Advertisers are trying to purchase impression
inventory closest to 100% viewable

Linear Video Ads Pre-roll​ is a digital linear - Promotional video messages allow an
video ad or promotional video advertiser to provide a rich and immersive
message that will appear experience in describing the benefits of their
before the video content. product or service.
Pre-roll is the most common - The most popular ad platform for video is
form of video advertising in YouTube. As of 2018, over 1 Billion hours of
2018. video are watched daily on YouTube.
- Promotional video messages can also run at
Pre-roll video can range in the end of a content segment, called post-roll
length from 6 seconds to an or in the middle of a content stream, called
excess of 2 minutes. mid-roll.

Skippable - more commonly,

linear pre-roll video ads are
often skippable after 5
seconds

Non-linear video Also known as ​overlay video - Advertiser can match the creative with the
Ads ads​, non-linear video ads run content of the video
simultaneously with streaming - The non-linear video ad can be considered
video content. less intrusive because it only blocks a portion
of the viewing area
Nonlinear ads could be - Non-linear video ads can be more cost
presented as static images, effective to design as video production for
rich media, text or video linear formats can be costly

In-banner video ads In-banner video ads place - In-banner video ads can be less intrusive
video promotional messaging than linear video ads as they may not be
inside other display units, covering any content
within content, in-feed or - Publishers like in-banner video ads because
within an interstitial ad it does not require them to make content to
experience. run pre-roll against
- There can be less restrictions on the creative
of an in-banner video ad versus a linear video
ad as it is not placed before video content.

Email Advertising Impression inventory - Although not all Email messages are

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 contained within an electronic intended to drive a purchase, most messages
mail have some “call to action,” such as a
click-through or confirmation
- Generally, this metric is considered a
conversion
- Email is still one of the top ways to generate
leads

Social Media The use of social media - There is generally very low cost to entry for
Advertising networks to promote a product advertising on social as there are so many
or service impressions produced by the billions of users
daily

Social Media The use of an influential - This is not unlike the common use of athletes
Influencer Marketing member of a social network to to endorse products, only the endorsement is
promote a product or service by individuals who are identified as
influencers, primarily due to their number of
social media followers.
- As of Nov 2018, Cristiano Ronaldo has the
most followers on Instagram with over 146
Million.

Mobile Advertising Promotion of a product or - Advertisers often try to repurpose advertising

service within the creative that runs across a desktop device. Creating
guidelines for mobile devices content that is specifically designed to run
within a mobile environment generally
garners the best performance and
conversions

Native Ads Paid ads that match the look, - These can also be referred to as un-standard
feel and function of the media ad units or custom ad units.
and content format in which - These ads can be more difficult to traffic
they appear through programmatic means as they can be
uniquely created for a single publisher

Search Engine The practice of increasing the - Adjusting code and user interface layout
Optimization (SEO) quantity and quality of traffic to within a website to optimize for search engine
your website through organic (ie. Google) crawlers so they will identify and
search engine results sort the site appropriately within the search
engine results page

LEAN Ads Principles that were devised - The LEAN principles stand for ​Light,
Principles with industry experts in Encrypted, Ad choice supported, and
conjunction with the IAB to Non-invasive ads​, and aim at optimizing
produce better digital user experience to address the industry’s ad
advertising experiences for blocking challenge
consumers

Programmatic Programmatic media buying, - Most of the buying and selling happens within
marketing and advertising is the ad exchange or ad auction
the algorithmic and largely - The exchange is also referred to as the open
automated purchase and sale market

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 of advertising space in real - Programmatic is often referred to as the catch
time. all for all the components within the
ecosystem

Programmatic An independent unit that - DSPs are the technology platforms used to
Trading Desks centralizes the buying and manage and optimize these buys
optimization of “programmatic” - Trading desks were commonly found within
or “biddable” media. agencies, now larger brands, like P&G, are
bringing their desks in house

First Price Auction Within the programmatic - Most ad exchanges now run on a first price
ecosystem, a bidder has to be auction set up, including Google AdX, the
willing to pay what they bid for largest auction. Google completed roll out of
publisher inventory its version of First Price Auction for buyers,
publishers and vendors in September 2019

Second Price Within the programmatic - Second price auctions are in decline,
Auction ecosystem, bidders only pay a especially with the switch of Google AdX to
penny or cent over the first auction as of September 2019
runner-up bid (second price)
in the auction

Programmatic Is a model that enables a - The publisher has to deliver the correct IDs
Guaranteed buyer to purchase a specific through their supply side platform
set of audience IDs with a - In this case, the ads associated with a
publisher and pre-agree to programmatic guaranteed campaign would
buy at a fixed price take preference over the open auction
despite the bid levels

Demand Side A technology platform where - Through a DSP, a buyer can set targeting
Platform (DSP) buyers (advertisers and criteria, pricing, frequency and other criteria
agencies) can plan, target, around the purchase of their desired ad units
buy, optimize and analyze - It is similar to “one stop shopping” for a media
their digital media programs buyer
- DSPs are part of the programmatic
ecosystem

Supply Side SSPs are used by digital - Also known as sell-side platforms or yield
Platform (SSP) publishers to manage the sale optimization platforms
and fulfillment of their - SSPs are part of the programmatic
advertising “supply” in an ecosystem
automated auction or
exchange

Data Management Is a software that allows - DMPs are used by brands and by publishers
Platform (DMP) marketers and publishers to - DMPs are software as a service companies
host their own first party data that also can combine user data across
about their known customers multiple publishers

Customer Data CDPs collect and structure - CDPs work with both anonymous and known
Platforms (CDP) real-time data into individual, individuals, storing ‘personally identifiable
centralized customer profiles information’ such as names, postal
addresses, email addresses, and phone

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 numbers, while DMPs work with almost
exclusively with anonymous entities such as
cookies, devices, and IP addresses

Cookies (Digital) Within a digital context, these - The purpose of cookies has been to
are a small piece of code remember that user’s behaviours within the
passes from a web server to a browsing session to be able to remember
client or user’s browser. their preferences
- This data can be combined with other cookies
to develop a broader view of a user’s online
activity

Header Bidding Offers publishers a way to - Also sometimes referred to as advance

simultaneously offer ad space bidding or pre-bidding
out to numerous SSPs or Ad - Publishers often have several header bidder
Exchanges at once partners running at once
- These partners help to increase the demand
on the publisher inventory and the HB
partners get to gt first bid on the inventory

First Party Data Data collected internally and is - First party data is generally considered the
owned by the brand, the most valuable as there is a one to one
publisher or agency relationship with the consumer who provided
the information

Second Party Data This type of data is created - This is generally a very strategic partnership
when two partners get that allows publishers to build on their
together and combine their existing user profiles by having additional
own first party data data inputs

Third Party Data This is data collected by a - This data is often inferred by user behaviour
non-partisan third party across multiple sites so it is less valuable but
agency can still be combined with 1st party data to
provide insights and benchmarks

Return on Metric to help determine the - In marketing it would be the revenue gained
Investment (ROI) overall profit from a strategy or through a campaign or strategy measured
initiative minus the costs of the media costs and
production to run the campaign
- Revenue - (media + production) = ROI

Return on Metric to help determine the - ROAS does not include the production costs
Advertising Spend profit from a tactical campaign and it usually helped to measure the success
(ROAS) of one media channel compared with another
- Revenue - cost of media = ROAS

References

1. YouTube Press Reports (2018). Retrieved from: ​https://www.youtube.com/yt/about/press/

2. IAB (2015). ​Video Ad Format Guidelines and Best Practices. ​ Retrieved from:
https://www.iab.com/guidelines/digital-video-ad-format-guidelines-best-practices/

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 3. IAB (2018). ​Glossary of Terminology R​ etrieved from: ​https://www.iab.com/guidelines/glossary-of-terminology/
4. IAB Tech Lab (2015). ​The LEAN Ads Program​. Retrieved from: ​https://www.iab.com/iab-tech-lab-solutions/
5. IAB (2014)​ MRC Viewable Ad Measurement Guidelines.​ Retrieved from:
https://www.iab.com/wp-content/uploads/2015/06/MRC-Viewable-Ad-Impression-Measurement-Guideline.pdf
6. IAB (2007). ​Email Performance Campaign Measurement Definitions​. Retrieved from:
https://www.iab.com/guidelines/email-campaign-performance-metrics-definitions/
7. Tama - Rutigliano, K. (2018) Email Marketing Is Still The Top Way To Generate Leads. ​Forbes.​ Retrieved from:
https://www.forbes.com/sites/forbescommunicationscouncil/2018/06/01/email-marketing-is-still-the-top-way-to-gen
erate-leads/#5413c1954c5a
8. Interactive Advertising Bureau of Canada (2017), ​IAB Canada New Ad Portfolio Guidelines.​ Retrieved from:
http://iabcanada.com/content/uploads/2017/07/IABNewAdPortfolio_FINAL_2017-07.pdf
9. IAB (2018).​Top Five Ways Marketers Can Benefit from Publisher Influencer Marketing Programs ​ Retrieved
from: ​https://www.iab.com/news/top-five-ways-marketers-can-benefit-publisher-influencer-marketing-programs/
10. Davies, J. (2017). What is Programmatic Guaranteed. ​Digiday.​ Retrieved from:
https://digiday.com/uk/what-is-programmatic-guaranteed/
11. Decker, A. (2019). What’s a Customer Data Platform? The Ultimate Guide to CDPs. ​Hubspot. R ​ etrieved from:
https://blog.hubspot.com/service/customer-data-platform-guide

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