Online Media Planning

Online Media Planning LunaWeb 901-888-5862

What does a good media plan do?
The good news is also the bad news.
Sets integrated marketing objectives/goals
Establishes budget and value
Establishes placement (when and where)
Defines delivery – Behavioral, Remarketing, day parting, etc.
Create audience psychographic
Include competitive analysis
Agenda Online Media Planning LunaWeb lunaweb.com 901-888-5862

Marketing Integration
Client’s overall marking goals?
Any existing online strategies? Social? Blogs?
Who defines ad creative and landing pages? (See passive or active recommendations)
Landing pages’ conversion metric? Enter a drawing? Subscribe to email?
LunaWeb lunaweb.com 901-888-5862 Online Media Planning

Customer Psychographic
Age, gender, race?
Income level?
Married / single? Parent? Religious?
How do they relate to the product? Care giver? Fashion conscious? Feeling over-weight?

Customer Psychographic
Caucasian female.
Age: 45+
HHI +150K
Daughter in college
Only include relevant demographics and profile in psychographic.
This is key in determining placement.

Displaying the Ads
Contextual
Remarketing
Behavioral

Displaying the Ads
Contextual
Remarketing
Behavioral
The lines are blurring.
Now some are calling this
“ Interest Category” profiling.
Personally, not so effective.

Controlling Your Costs
Much like PPC advertising – very fluid
Day parting – hour/day, days/week
Geographic placements
Keywords and phrases
Above the fold only
Frequency Capping
Placement Targeting / Exclusions

Ad Types – The Media Animated GIF’s Agenda Online Media Planning
Static
Flash
Note Play button Higher cost Higher CTR LunaWeb lunaweb.com 901-888-5862

Placing the Ads
DTS – Direct To Site
Display Network
Affiliate Networks

/12 $10,000 - $25,000 per month minimum investment LunaWeb lunaweb.com 901-888-5862 Online Media Planning

Placing the Ads
DTS – Direct To Site
Display Networks
Affiliate Networks

Verifying the Ads
How do you know?

Establishing Value
What were the original goals again?
Estimate CTR (click through rate)
Estimate conversion (form submission, etc.)
Determine cost of conversion (form submission, etc.)
Compare
Off-line Mechanisms
PPC ads

Putting it all Together
What were the original goals again?
Audience
Goals. Goals. Goals.
Placement (sites)
Budget
Schedule
Creative

Maurrean, LunaWeb 901-888-5862

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Online Media Planning

by Luna Web on Nov 22, 2011

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Online Media Planning — Presentation Transcript