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Dicomm Media Canada Media Buyer
- 1. Canada Media Dicomm Media
- 2. Agenda •2012/13 Canadian Test Campaign (November- January) —Demographic Info —Recommended media options —Sample TV programming —Magazine —Outdoor —Digital —Media Plan development process/ considerations Dicomm Media
- 3. Campaign Overview Schedule: November 19, 2012 – January 30, 2013 Target Audience: Male/Female 14-35 Core Audience 18-24 Medium: :30 second Television Ads Full page magazine Outdoor Digital Dicomm Media
- 4. Canadian Population Distribution Dicomm Media
- 5. Population by Ethnic Origin British Isles origins French origins European origins Arab origins West Asian origins South Asian origins East and Southeast Asian origins African origins Pacific Islands origins Latin, Central and South American origins Caribbean origins Aboriginal origins Canadian origins Other origins Multiple origins British Isles Only British Isles and French British Isles and Canadian British Isles and other British Isles, Canadian and other French Only French and Canadian French and other French, Canadian and other Canadian and other British Isles, French and Canadian British Isles, French and other British Isles, French, Canadian and other Dicomm Media Other Multiple Origins Source: Stats Canada
- 6. Ethnic Diversity in Toronto Ethnic Populations in the Greater Toronto Area Chinese South Asian Black Filipino Latin American Southeast Asian Arab West Asian Korean Japanese Visible Minority Not Visible Minority Source: Stats Canada Dicomm Media
- 7. Media Allocation TV Magazine Digital Outdoor Dicomm Media
- 8. Advantages of TV Advertising in Canada Television has the highest daily and weekly reach of any medium in Canada Television is well suited to marketing products and developing brands with broad appeal Canadian Television is cost efficient Dicomm Media
- 9. TV Audience Toronto Vancouver Calgary National Dicomm Media
- 10. TV Advertising – Key Strengths Advertisers can generate a level of trust, emotion and excitement and create a long lasting and memorable brand and corporate image. The average Canadian Adult Aged 18+ spends 29 hours per week watching television and watches over 25,000 TV commercials annually According to 2011 Angus Reid Strategies survey, television continues to be Canadians' most influential form of advertising. Dicomm Media Source: TVB Canada
- 11. Canadian TV Statistics • Toronto ranks 5th, Montreal 13th, and Vancouver 23rd in the North American TV Market Ranking • There are 13,471,000 households in Canada with 99% having a TV • There are approximately 310 TV stations on Canadian TV • 44.1% of adults aged 18+ said they were most receptive to advertisements when the were watching TV Dicomm Media Source: TVB Canada
- 12. The Planning Process The following steps are taken: Target Audience Analysis Media Usage Understanding Media Objectives Media Strategies and Tactics Media Selection Communication Goals Media Pricing (estimates) and Market Conditions Approval and securing plan Timeline and Trafficking of materials Dicomm Media
- 13. Buying Strategies Television • Select TV dayparts with strongest reach potential balanced with efficiency • Network affiliates still provides greater reach • Select cable networks considered • Synergistic programming • Schedule activity to reflect response action • Consider retail/ shopping patterns (Wed – Sat) Dicomm Media
- 14. Buying Strategies Cont’d • Purchase Fixed inventory • Higher Rated • Proven higher response • GRPs and clearance guaranteed • Ability to negotiate value-added • Include portion of DR activity • Lower out-of-pocket rates • Considered remnant inventory, immediately pre-emptible • May not clear – especially during last two weeks of any month, in 4th Qtr and heavy political seasons • Program Selection • Balance of high ratings and cost value • Synergistic with message, support brands values • Strive for at least 20-25 spots/wk Dicomm Media
- 15. Time Table Consider immediate to begin on November 19, 2012 – January 30, 2013 Media Planning Process = 4 weeks Recommended buy time: National = 2 weeks prior Local TV, digital = 2-3 weeks prior Outdoor = 3 weeks prior Magazine = Remnant Only Dicomm Media
- 29. Campaign Summary Total Investment: $106,866 Total Audience 4,178,200 Total Spots 375 plus bonusing Dicomm Media
- 30. Additional Plan Considerations Target audience analysis based on product purchase Efficient daypart Allocation Key Program selection Consider sponsorships/promotions Key purchasing cycle/ seasonality Advertising weight levels Determine best reach and frequency Dicomm Media
- 31. Audience Projected Total Audience Reached 4,178,200 Toronto/GTA 1,911,000 Speciality (Much Music, MTV) 1,314,600 Montréal Eng. 539,000 Calgary 396,300 Vancouver 385,300 Other National 171,000 Dicomm Media
- 36. Magazine Buy Strategy Buy on remnant discounted inventory Standby opportunities December, January, February, March 2013 issues Dicomm Media
- 38. Outdoor Media Dicomm Media
- 39. Outdoor Media Montreal Blvd St Catherines Bus Wrap Loop Dicomm Media
- 40. Outdoor Media Short term….NOV - FEBRUARY Horizontal and Transit Shelter Posters Bought on remnant Standby availability in Toronto, Vancouver, Calgary $30,000 BUYS APPROX 50 UNITS AT 60% DISCOUNT Dicomm Media
- 41. DICOMM MEDIA • Founded in New York in 1995 Established in Canada 2001 • Experienced team of Media Professionals • Deliver expert guidance and optimize advertising expenditures in the US & Canadian market
- 42. Naaz Jiwa Over 20 years dedicated media planning and buying experience across all media forms at large Canadian full service agencies and buying services Recent positions include Group Trading Director, Mediaedge CIA Source Previous clients include Yorkdale Mall, Home Depot, Clorox, Warner Brothers, Johnson & Johnson, Bell Canada, Young Drivers of Canada Leading Expert on Ethnic Media in Canada Dicomm Media
- 43. Naaz Jiwa, Dicomm Dicomm Media
- 50. Conversion Case Study ? 50
- 51. Provincial Travel Campaign Travel and Tourism Case Study Phase 1: generate conversions. eyeDemand utilized BT to reach relevant users. Phase 2: achieve a low CPC. eyeDemand targeted lower cost inventory & removed BT. Phase 3: generate conversions. Revert to initial targeting to maintain high conversion rates. Key Learning: Focusing on low cost clicks does not correlate to driving cost effective conversions! Conversions with behavioural targeting In conversions with eCPC focus Conversions when reverted to behavioural targeting
- 52. Examples ? 52
- 53. OPTIMIZATION & Reporting eyeDemand Analysts will review your campaign metrics on a daily basis and optimize based on your specific key performance indicators. OPTIMIZATION: REPORTING: Campaigns are optimized based on a Upon completion, you will receive a final post- number of key metrics: report including: Remove underperforming Bsegs Impressions, Clicks, CTR, Interactions, Time spent Add well performing Correlated Bsegs eCPM & eCPC Creative Message Top Performing Bsegs Ad Format Most and Least Efficient Audience Frequency Best Potential Audience ? Day of the Week Optimization History Time of Day Key Learnings Geographical Location Future Recommendations Custom reports available upon request 53
- 54. eyeDemand™ Site List DOMAINS SERVING eyeDemand ADS eyeDemand uses the Google and AppNexus Ad Exchanges which gives us access to over 50,000 different publishers. Below is a sample list of some of the English properties your campaign may appear on. 54
- 55. Pre & Post Campaign Analysis Canadian Boohoo.com Consumer Survey: • Pre & Post Campaign Survey • Estimated sample size = 500 • Measuring age, gender, Boohoo.com Brand Recognition vs other e-tailors Dicomm Media
- 56. Dicomm DICOMM MEDIA Print Media Digital Sponsorships Out-of-Home Broadcast Research Thank you!
Editor's Notes
- Reference the Bollywood Movies at this slide – with S. Asian being the largest minority group.
- Reference the Bollywood Movies at this slide – with S. Asian being the largest minority group more than 695,000
- Reference the Bollywood Movies at this slide – with S. Asian being the largest minority group.
- Reference the Bollywood Movies at this slide – with S. Asian being the largest minority group.