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Online Planning And Buying
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Online Planning And Buying

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  • Transcript

    • 1. Online Planning & Buying Maura Hanley Managing Director MediaCom Canada [email_address]
    • 2.
      • Where is the money going?
      • How are decisions being made?
    • 3. Where is the money going? Source: TVB, IAB Canada 5% $9,723.0 $9,217.0 TOTAL 143% 2.7 1.1 Mobile 14% 422.0 370.0 Out of Home 5% 718.0 682.0 Magazines 38% 1241.0 900.0 Internet 6% 1468.0 1388.0 Radio -2% 2572.0 2635.0 Daily Newspaper 2% 3299.0 3241.0 Television % Change 2007 $ Millions 2006 $ Millions
    • 4. Where is the money going? $1.2B 2007 Investment $1B 2006 Investment Source: IAB Canada
    • 5.
      • How are decisions being made?
    • 6. The Media Agency Mandate Selection Delivery Performance Where should I place my message? Did I get what I bought? Did it do what I wanted?
    • 7. Selection Considerations
      • RATIONAL
      • INSPIRATIONAL
      • REALISTIC
    • 8. Selection Considerations
      • Educate or Reposition
      AWARENESS CONSIDERATION PURCHASE Reach & Remind Leads or Sales Target The Brand Awareness Awareness Consideration Start Dialog Purchase Usage Repurchase Advocacy
    • 9. Source: BBM RTS Fall 2008 % Yesterday Media Consumption A25-54 Reach & Remind
    • 10. Reach & Remind Skyscraper (120x600 & 160x600 ) Big Box (300x250) Leaderboard (728x90)
    • 11. Reach & Remind
    • 12. Delivery
      • Impressions
        • targeted
        • total
          • As reported by the adserver
      • Reach & frequency
        • Pre & Post target R/F: comScore
        • Post only total R/F: adserver
      No R/F measurement for video!
    • 13. Performance
      • Traditional measure apply:
        • Aided & unaided recall, intent to purchase
        • It’s not about clicks!
        • It may be about engagement
    • 14.
      • Educate
        • Long copy, product demonstration, invitation to learn more
      • Reposition
        • Context, targeting, amplifying brand attributes
      • Where you are seen, how, and by who, may be more important than how many
      CONSIDERATION
    • 15. Educate or reposition
    • 16. Educate or reposition
    • 17. Educate or reposition
    • 18. Delivery
      • Impressions
        • targeted
        • total
          • As reported by the adserver
      • Reach & frequency
      No R/F beyond demographics
    • 19. Performance
      • Traditional measure apply:
        • Aided & unaided recall, intent to purchase
      • Engagement and actions
      • Unpaid media and buzz
    • 20. PURCHASE
    • 21. Search: the ultimate in direct response
    • 22.  
    • 23. Delivery
      • Clicks & Cost per Click
      • Actions & Cost per Action
      • Impressions & Cost per Thousand
    • 24. Performance
      • Optimizing to the desired action
        • Post click tracking
      Optimized Campaign
    • 25. The Media Agency Mandate AWARENESS CONSIDERATION PURCHASE Impressions Clicks Primary research: awareness & attitudes Server measured action: Interaction & engagement Direct Results: leads & sales Selection Delivery Performance Where should I place my message? Did I get what I bought? Did it do what I wanted?