Sample media recommendation

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Information Culture: Week 9 E-Commerce

Information Culture: Week 9 E-Commerce

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  • 1. Example of Digital Media Plan for a local Baltimore client Digital Media Recommendation 12/10/12 Client Logo Agency Logo
  • 2. Objective• Increase awareness and raise the consideration for the client in their communities.• Campaign Dates: December 1, 2012- June 30, 2013 Target Audience• Adults 35-54• Located in Baltimore, Harford, Carroll and Howard Counties• Looking for general practice/ specialty physicians in their community Client Logo Agency Logo
  • 3. Campaign Goals• Reach target audience across a variety of digital platforms• Use a variety of techniques to increase ad frequency• Run in conjunction with traditional media ads for a fully integrated campaign• Use existing creative for easy recognition Client Logo Agency Logo
  • 4. StrategyGoogle Search- 30%ROS Display Banners- 40%Retargeting Display Banners-10%Mobile- 15%Social Media- 5% Client Logo Agency Logo
  • 5. Search• Focus 30% of the digital media budget on Google Adwords• Run throughout campaign: Dec 1, 2012- June 30, 2013• Target users in key zip codes Retargeting • Use Google Retargeting tool to capture visitors after page abandonment • Non- expandable boxes and leaderboards • Tool to use throughout the campaign Client Logo Agency Logo
  • 6. Display Advertising• Local news sites continue to be an important and influential part of individuals’ lives. • Important information source • High level of trustworthiness • Respectability• Ads will run in conjunction with the local traditional media outlets.• Expandable boxes and leaderboards in standard sizes across all sites. Client Logo Agency Logo
  • 7. Display Advertising DECEMBER JANUARY FEB MARCH APRIL MAY JUNEInteractive 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24WBALTV.comROS Geotargeted to target zipcodesBaltimore County News ChannelCarroll County News ChannelHoward County News ChannelHarford County News ChannelWJZTV.comROS Geotargeted to target zipcodesCBS HealthWatch ChannelABC2News.comROS Geotargeted to target zipcodesLifestyle ChannelBaltimore County News ChannelCarroll County News ChannelHoward County News ChannelHarford County News ChannelBaltimoreSun.comROS Geotargeted to target zipcodesHealth Section Client Logo Agency Logo
  • 8. Mobile • Reach target audience at the right place and time • Use of mobile devices are growing at a fast rate • 35,000 apps on Millennial Media’s platform DECEMBER JANUARY FEB MARCH APRIL MAY JUNEMobile 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24Millennial MediaVariety of mobile apps and games geotargeted to targetzipcodesWJZ MobileWJZ apps geotargeted to target zipcodes Client Logo Agency Logo
  • 9. Social Media• 30% of Facebook users are within the target age range• Focus a small percentage of the media budget on Facebook ads• Inexpensive and easy to find target audience• Standard Facebook ad including headline, copy, and image Client Logo Agency Logo
  • 10. Summary• Focus on Google search and retargeting throughout campaign• Use local news websites in conjunction with local traditional media• Increase frequency by running ads across multiple channels and devices• Use existing and matching creative across campaign for low creative costs and high recognition Client Logo Agency Logo