Media planning and Media buying

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Here's the link to get the E-book "How visitors view websites" - http://fivemv.com/visitors-view-websites/

What is Media Planning?
Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives

What is Media Buying?
Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)

Role of Media Planning & Buying?

Self Serve V/S Network Managed

What is the Self Serve Model?

Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign

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Media planning and Media buying

  1. 1. fivemv.com Media Planning & Buying Mar 2014
  2. 2. fivemv.com Media Planning & Buying
  3. 3. fivemv.com What is Media Planning? Creating a research based strategy that showcases the effectiveness of investments in the digital advertising space in terms of the key marketing objectives
  4. 4. fivemv.com Role of Media Planning • Setting overall media objectives • Analyzing consumer behaviour • Analyzing platform effectiveness • Estimating ROI for platforms • Creating strategy for buying • Course correction
  5. 5. fivemv.com What is Media Buying? Executing the media plan through the online platforms selected, and monitoring the effectiveness of the overall campaign through mutually agreed performance metrics (reach, clicks, impressions, etc.)
  6. 6. fivemv.com Role of Media BuyingRole of Media Buying • Selecting the appropriate ad-network • Establishing a dashboard mechanism • Monitoring campaign performance • Recommendations on budget adjustments • Reporting on effectiveness of spends
  7. 7. fivemv.com Self Serve v/s Network Managed
  8. 8. fivemv.com Self Serve Model Self Serve model provides you with the means to manage your own advertising account from a web interface, by creating, monitoring, and adjusting your digital campaign
  9. 9. fivemv.com Self Serve Model • Manual set-up of the campaign dashboard • Selecting a basic media planning strategy • Assigning budget to platforms • Execution and regular monitoring of campaign • Generating reports and manual course correction
  10. 10. fivemv.com Self-Serve: Pros • Complete control over the campaign from set-up to completion • Adjusting bids as per budget shifts or platform effectiveness • Having a direct line of contact with multiple platforms or network for organization and campaign management
  11. 11. fivemv.com Self-Serve: Cons • Requires resource allocation for managing, reporting, etc. • Requires skill set capabilities for planning and buying • Need digital expertise for optimization of campaign and course correction • Limited to obtaining recommendations from allocated employees
  12. 12. fivemv.com Network Managed • Agency & Network manages set-up • Agency provides objectives, targetting, platforms, etc. • Network & Agency create media plan • Client assigns budget • Agency monitors campaign regulargly, and prepares reports for campaign effectiveness • Agency recommends course correction
  13. 13. fivemv.com Network: Pros • Limited oversight necessary for campaign execution, management and overview • Obtaining regular reports with in-depth analysis • Expert recommendations from external agency and network • Extensive planning strategy prepared by agency
  14. 14. fivemv.com Network: Cons • Limited control over dashboard access • Need to connect through agency to create manual changes • Limited access to daily execution information about the campaign
  15. 15. fivemv.com There's a lot more information about the psychology behind marketing, media, and consumer preferences at fivemv.com. You can download a free copy of "How visitors view websites" by clicking on View E-book, or by going to (fivemv.com/visitors-view-websites/) VIEW E-BOOK

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