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1 day Event Online media planning by Leaning Catalyst

1 day Event Online media planning by Leaning Catalyst



This is a PPT of 1 day event on Online Media Planning which will be conducted by Learning Catalyst in Mumbai

This is a PPT of 1 day event on Online Media Planning which will be conducted by Learning Catalyst in Mumbai



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    1 day Event Online media planning by Leaning Catalyst 1 day Event Online media planning by Leaning Catalyst Presentation Transcript

    • One day program in Online Media Planning @ Learning Catalyst Know how to leverage the weapons in the digital basket !
    • Caution : If you are looking at this PPT in a small window, look for the FULL SCREEN option Life’s much simpler that way 
    • Some reasons for the high interest in online media planning in India
    • A rapidly growing vertical
    • In a day, Facebook alone gets more 16-35 SEC A/B viewers from India than all English TV channels put together. In a week, the 16-35 SEC A/B consumer in India spends 5 times more minutes online than he/she spends on TV, Print and Radio together. Good ‘Reach’ metrics happening
    • Traditional or Online, the basics of media planning remain the same
    • You identify the target audience and then hypothesize the right types of media vehicles and placements so that your communication goals (reach, frequency, etc..) are achieved.
    • Identifying target audience involves knowing both their demographics and psychographics. In the online world, there is an additional element of online behavior.
    • An online media planner’s job is to arrive at the optimal mix of websites to attract the relevant target audience for online campaigns.
    • You are expected to know what and how much would competitors be spending online
    • Good negotiating skills are a given
    • If you take display advertising itself, it is a diverse category
    • Banners Sponsorships Email display ads Pre-post roll
    • Emailer banners
    • Yahoo – AnswersSponsorship on Education Section
    • With a large number of formats available Skyscraper
    • Wallpaper
    • Homepage takeover
    • Floating Expandable
    • And ads are getting richer in formats…Rich Media
    • Such ads Includes using sound, video and flash Incorporating dynamic content Could include data capture
    • What do website display rates depend on Reach Targeting Visibility Innovation
    • Knowledge of how various properties have performed historically is key
    • But remember, a lot depends on creative
    • Maintaining strong relationships with the advertising networks, portals and high-traffic sites is a part of a planner’s job.
    • Some terms you will encounter very often Reach, frequency, CPMs, unique users, page views, cost per click, cost per sale 
    • There are also newer targeting methods which are getting preferred by advertisers
    • One of them is Behavioral targeting
    • Where retargeting is based on Websites or pages visited Keywords searched or content read
    • The other is retargeting Which is targeting the visitors who have come to a particular site and not done the desired action (a ratio which is typically more than 98 percent for purchases)
    • What is the typical process which is followed by planners?
    • Typical phase ResearchA thorough assessment of the market data and online trends relevant to the campaign. Strategic PlanningIdentifying the best distribution & creative formats, the appropriate verticals and demographic and behavioural considerations. Proposal & Media PlanA detailed breakdown of the strategy, rationale, placements and costs. Report & MeasurePerformance reviews in the format required, enabling you to keep easy track of KPIs. Optimise & Build UpContinually optimize activity for the duration of the campaign and apply the lessons learned.
    • Digital spans many tactics and its important to have an integrated approach
    • Also, its not just about display advertising
    • Source :Pinstorm SEM We need to say the same things to prospects on all three. On search ads SEO On search results Contextual On related sites Banners On un-related sites Widgets On a desktop Communities On a community Mobile On a phone Email / SMS On an existing list ORM… …and more
    • A modern media planner also need to be familiar with… SEM, SEO activities Text Links, directory listings. Microsites Email Viral Affiliates SMO activities Widgets & Applications In-game formats
    • There are many tools which aid the planner’s job. These include free ones like Vizisense and Google ad planner
    • Vizisense
    • Google Ad Planner
    • List of topics to be covered in the 1 day program onOnline Media Planning
    • Get in touch with us today to book your seat ! www.learningcatalyst.in