Online Media Planning

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This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.

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Online Media Planning

  1. 1. Online Media Planning LunaWeb 901-888-5862
  2. 2. What does a good media plan do? <ul><li>The good news is also the bad news. </li></ul><ul><li>Sets integrated marketing objectives/goals </li></ul><ul><li>Establishes budget and value </li></ul><ul><li>Establishes placement (when and where) </li></ul><ul><li>Defines delivery – Behavioral, Remarketing, day parting, etc. </li></ul><ul><li>Create audience psychographic </li></ul><ul><li>Include competitive analysis </li></ul>Agenda Online Media Planning LunaWeb lunaweb.com 901-888-5862
  3. 3. Marketing Integration <ul><li>Client’s overall marking goals? </li></ul><ul><li>Any existing online strategies? Social? Blogs? </li></ul><ul><li>Who defines ad creative and landing pages? (See passive or active recommendations) </li></ul><ul><li>Landing pages’ conversion metric? Enter a drawing? Subscribe to email? </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  4. 4. Customer Psychographic <ul><li>Age, gender, race? </li></ul><ul><li>Income level? </li></ul><ul><li>Married / single? Parent? Religious? </li></ul><ul><li>How do they relate to the product? Care giver? Fashion conscious? Feeling over-weight? </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  5. 5. <ul><li>Customer Psychographic </li></ul><ul><li>Caucasian female. </li></ul><ul><li>Age: 45+ </li></ul><ul><li>HHI +150K </li></ul><ul><li>Daughter in college </li></ul><ul><li>Only include relevant demographics and profile in psychographic. </li></ul><ul><li>This is key in determining placement. </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  6. 6. Displaying the Ads <ul><li>Contextual </li></ul><ul><li>Remarketing </li></ul><ul><li>Behavioral </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  7. 7. Displaying the Ads <ul><li>Contextual </li></ul><ul><li>Remarketing </li></ul><ul><li>Behavioral </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  8. 8. Displaying the Ads <ul><li>Contextual </li></ul><ul><li>Remarketing </li></ul><ul><li>Behavioral </li></ul><ul><li>The lines are blurring. </li></ul><ul><li>Now some are calling this </li></ul><ul><li>“ Interest Category” profiling. </li></ul><ul><li>Personally, not so effective. </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  9. 9. Controlling Your Costs <ul><li>Much like PPC advertising – very fluid </li></ul><ul><li>Day parting – hour/day, days/week </li></ul><ul><li>Geographic placements </li></ul><ul><li>Keywords and phrases </li></ul><ul><li>Above the fold only </li></ul><ul><li>Frequency Capping </li></ul><ul><li>Placement Targeting / Exclusions </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  10. 10. Ad Types – The Media Animated GIF’s Agenda Online Media Planning <ul><li>Static </li></ul><ul><li>Flash </li></ul>Note Play button Higher cost Higher CTR LunaWeb lunaweb.com 901-888-5862
  11. 11. Placing the Ads <ul><li>DTS – Direct To Site </li></ul><ul><li>Display Network </li></ul><ul><li>Affiliate Networks </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  12. 12. Placing the Ads <ul><li>DTS – Direct To Site </li></ul><ul><li>Display Network </li></ul><ul><li>Affiliate Networks </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  13. 13. /12 $10,000 - $25,000 per month minimum investment LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  14. 14. Placing the Ads <ul><li>DTS – Direct To Site </li></ul><ul><li>Display Networks </li></ul><ul><li>Affiliate Networks </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  15. 15. Verifying the Ads <ul><li>How do you know? </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  16. 16. Establishing Value <ul><li>What were the original goals again? </li></ul><ul><li>Estimate CTR (click through rate) </li></ul><ul><li>Estimate conversion (form submission, etc.) </li></ul><ul><li>Determine cost of conversion (form submission, etc.) </li></ul><ul><li>Compare </li></ul><ul><li>Off-line Mechanisms </li></ul><ul><li>PPC ads </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  17. 17. Putting it all Together <ul><li>What were the original goals again? </li></ul><ul><li>Audience </li></ul><ul><li>Goals. Goals. Goals. </li></ul><ul><li>Placement (sites) </li></ul><ul><li>Budget </li></ul><ul><li>Schedule </li></ul><ul><li>Creative </li></ul>LunaWeb lunaweb.com 901-888-5862 Online Media Planning
  18. 18. Maurrean, LunaWeb 901-888-5862

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