Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki

•Download as PPT, PDF•

1 like•778 views

TBEX

Business Technology

The Basics of How to Buy: Goal
• Branding or ROI?
• Impressions: How
often your ad is
shown.
• Clicks: How often
your ad is clicked on.
• Conversions: The
number of times a
user takes a desirable
action from your ad.

How to Buy: Ad Cost Options
• CPC / PPC
• CPM
• CPA
• Flat Rate

Banner / Text Ad Media Buy Basics
• Best Sizes
• Best Locations
• ROS vs. Specific Pages

Media Buying for Email Marketing
• How big is the list?
• What is the open rate and CTO?
• Can the list be segmented?
• Negotiate, negotiate, negotiate.

Not All Ad Buys
are Created Equal
How Publishers Want You
to Buy vs.
How You Should Buy
What Publishers Want
1st
Choice: Flat Rate
2nd
Choice: Impressions
3rd
Choice: CPC
4th
Choice: CPA
What You Want
1st
Choice: CPA
2nd
Choice: CPC
3rd
Choice: Impressions
4th
Rate: Flat Rate
Why the Big Difference?

The Art of
Compromising
• Capping
• Value Adds
• More Changes for Creatives
• Lower Flat Rate or CPM
Ultimately, though…
You want it, you might just
have to pay it the publisher’s
way.
Is it worth it to pay it their way?
• Average Impressions/CTR
• How many conversions will that get you?
• What must you make/gain to break even?

The Art of Negotiating
• Get the Media Kit
• Hold Your Top Price
• No Emailing
• End of Quarter
• Be Prepared to Walk
Away …and remember, you’ll
be working with these
people after.

The Contract
• Out Clause
• Payment Terms
• Data Calculating
• Verbiage and Images
for Placement
• Why the IAB is Your
Friend

TBEX Asia 2016, Whats the Story, Blogging Beyond Top 10 List, Bill Fink

TBEX

Eden Rudin is a social media and online branding strategist with a passion for Facebook. She loves infusing others with her passion for the power of social media in the business, branding and marketing space. Eden is continually staying up to date on the ever changing dynamics of Facebook, something most people would find a chore, she really enjoys. Since 2009 Eden has helped hundreds of businesses and independent professionals maximize their activities and presence on Facebook. In 2013 Eden and her husband Denny began traveling full time, while developing a Social Media Manager Academy and Facebook for Business courses.

TBEX Asia 2016, 5 Tips to Boost your Facebook Presence, Eden Rudin

TBEX

Who am I? 1. Canon Photo Mentor 2. Photo Tour Leader – Have led photo tours to Tanzania, Goa, Ladakh, etc. 3. Photo Educator – Conduct MasterClasses on Photography across India 4. Photo Jurist – Some of the contests I have judged are #CanonPhotomarathon2012, #TimesPassionTrails (Wildlife) 2014, #Canonphotomarathon2015. Awards: 1. India’s biggest blogging contest – Cox & Kings’ #GrabYourDreams (Season 2) 2. Grand Prize of National Geographic Traveller’s GetOutThere Photo Essay Contest 3. Photography Project Grant from #NeelDongreTrust. Published in: 1. Conde Nast Traveller 2. National Geographic Traveller 3. JetWings International 4. Travel Plus 5. Huffington Post, etc.

TBEX Asia 2016 Making Better Architectural Photographs, Ajay Sood

TBEX

TBEX Asia 2016, Snapchat & More, Callin O'Neil

TBEX

TBEX BUSINESS, Kei co-founded and runs Venture Republic that owns Japan’s largest online travel metasearch engine and online travel guide media “Travel.jp” and blogger generated online travel media “Trip101.” As CEO, he took the company public in 2008 after 7 years of operations. Previously, Kei worked at Mitsubishi Corporation, Japan’s leading trading & investment firm. He received a BA of Laws from Keio University and an MBA from the Harvard Business School. He also serves as co-founder of WIT (Web in Travel) Japan, President of Venture Mitakai at Keio University, and Executive Committee Member of Harvard Business School Club of Japan. COMPANY WEBSITE BLOG FACEBOOK TWITTER LINKEDIN

TBEX Europe 2016, Assess Content Needs Throughout the Consumer Sales Funnel, ...

TBEX

TBEX BUSINESS, Sara is Managing Director of BVK, a top 25 independent advertising and marketing agency. She is lifelong student of human behavior and motivation, which is what makes her such an effective leader of earned media and integrated content strategy. Sara excels at planning and executing integrated brand content. Many organizations and universities have enlisted her for her knowledge of social media, content strategy and the psychology of marketing. On top of a psychology degree from the University of Wisconsin–Madison, she has completed executive education programs in Business Marketing Strategy at Harvard and Integrated Marketing Communications at Kellogg.

TBEX Europe 2016, Does Your Brand's Content Inspire Travel Dreams, Sara Meaney

TBEX

TBEX Europe 2016, TBEX for First Timers, Kerwin McKenzie

TBEX

COMMERCE, Orr Shakked runs the global online marketing team at TripAdvisor. His team is responsible for display advertising, social marketing, direct partnerships, and the affiliate channel. Online marketing at TripAdvisor spans the globe with 45 points of sale and 21 languages. Orr is a travel industry veteran, spending the last 12 years in the travel industry. Before TripAdvisor, Orr spent 8 years at Expedia Inc. in various product and business roles. He holds a masters degree from the University of California at Berkeley and resides in the San Francisco Bay Area. Chris is the host of the Amateur Traveler, a popular online travel website that focuses primarily on travel destinations. It includes a weekly audio podcast, a video podcast, and a blog. The Amateur Traveler audio podcast is more than 10 years old and get more than a million downloads a year. Chris has won a Lowell Thomas Award from SATW and a SMITTY award as the Best Independent Travel Journalist from Travel & Leisure. With Jen Leo and Gary Arndt he also produces the This Week in Travel. Chris now owns and runs BloggerBridge.com which connects bloggers and companies.

TBEX Europe 2016, Leveraging the Power of Content Affliate Marketing, Orr Sha...

TBEX

TBEX Europe 2016, Editorial Calendars, The Backbone of Your Content Machine, ...

TBEX

TBEX BUSINESS, Michael Collins loves to travel. That’s why he works in the travel industry. It’s as simple as that. Michael started out in the travel industry as a travel publisher with Backpacker, Abroad and Irish Business Traveller magazines. In 2006 he started TravelMedia.ie, a specialist travel PR and trade representation company, working with airlines, tour operators, travel agents, hoteliers and tourist boards, assisting them with all their travel media needs, from media buying, social media, PR, SEO and strategy.

TBEX Europe 2016, How to Trend on Twitter, Michael Collins

TBEX

COMMUNITY, Larissa loves Entrepreneurship and Travel, and is happiest when the two coincide. A former CEO of two life science startups, she and her husband began traveling full-time in 2011. They parlayed their award-winning blog, “Changes in Longitude,” into a weekly travel column in the Philadelphia Inquirer and Philly.com, as well as a book deal showcasing the historic sights in their hometown. She continues to evaluate startup companies for venture capitalists and judge business plan competitions. When she needs a break from constant travel, Larissa teaches startup strategies for Drexel University’s Close School of Entrepreneurship.

TBEX Europe 2016, Cleaning Out Blogging Clutter, Larissa Milne

TBEX

Robert van der Veen is a Research Fellow in the Marketing Department at Oxford Brookes University. He has a long-standing interest in studying tourist behaviour for destination marketing and satisfaction index modelling. He is keen to enhance the exchange between theory and practice in the field of tourism. His work in understanding leisure travellers has been supported by various research grants and has been published in leading academic journals (Annals of Tourism Research, Journal of Travel Research and Journal of Travel & Tourism Marketing).

TBEX Europe 2016 Europe, Understanding the Leisure Traveler, Robert van der Veen

TBEX

COMMERCE, INTERMEDIATE, Tim Leffel is an award-winning writer who has been blogging continuously since 2003 with his Cheapest Destinations blog. He has published the narrative online magazine Perceptive Travel since 2006. He is the author of the books A Better Life for Half the Price, The World’s Cheapest Destinations, and Travel Writing 2.0: Earning money from your travels in the new media landscape (now in its 2nd edition)

TBEX Europe 2016, How to Profit From Producing Offspring, Tim Leffel

TBEX

KEYNOTE, Award-winning writer and photographer Lola Akinmade Åkersröm, based in Stockholm, has photographed from roughly 60 countries for various publications. Her photography is represented by National Geographic Creative.Her work has appeared in National Geographic Traveller, BBC, CNN, The Guardian, amongst other high profile publications. She is the editor-in-chief of Slow Travel Stockholm which implores traveler to experience Stockholm on a deeper level at a slower pace.She is also a founding member of the Nordic Travel Bloggers (NordicTB) collective which brings together top professional travel influencers and digital storytellers in the Nordic countries of Sweden, Finland, Norway, Denmark, and Iceland.

TBEX Europe 2016, Keynotes & Closing Session, Lola Akinmade Akerstrom

TBEX

COMMUNITY, Shawn Smith (The Mobile Pro) is the author of the ground-breaking ebook and video training course, “5 Ways to Record Podcast Interviews with an iPhone”. He’s spoken at many conferences as the leading authority on Mobile Podcasting. Since 1994, Shawn has flown over 850,000 miles as a musician, speaker, and mobile technology expert at TheMobilePro.net. Shawn and his wife have also hosted over 1,400 missionaries on their annual mission trips to Guatemala. Shawn is passionate about equipping, training, and inspiring entrepreneurs to create pro-quality content from anywhere in the world. Shawn lives with his lovely wife in South FL.

TBEX Europe 2016, Blab and Facebook Live Streaming, Shawn Smith

TBEX

Intermediate, TBEX Business, Jessica has been blogging for 15 years. A lawyer in a previous life, she used her online expertise to start a second career in digital marketing, specializing in working with influencers. She started the innovative Homemaker Program at Wayfair.com. She is now at CJ where she helps brands and influencers build successful relationships through affiliate marketing. She still writes on her blog, Don’t Mind the Mess, and her writing has been featured on many sites, including The Toast and Book Riot. She lives in Boston with her 2 children.

TBEX North America 2016; Keys to Successful Blogger Outreach, Jessica Woodbury

TBEX

INTERMEDIATE, TBEX BUSINESS, Sara is Managing Director of BVK, a top 25 independent advertising and marketing agency. She is lifelong student of human behavior and motivation, which is what makes her such an effective leader of earned media and integrated content strategy. Sara excels at planning and executing integrated brand content. Many organizations and universities have enlisted her for her knowledge of social media, content strategy and the psychology of marketing. On top of a psychology degree from the University of Wisconsin–Madison, she has completed executive education programs in Business Marketing Strategy at Harvard and Integrated Marketing Communications at Kellogg.

TBEX North America 2016; Secrets of Travel Content, Sara Meaney

TBEX

ADVANCED, COMMERCE, Larissa loves Entrepreneurship and Travel, and is happiest when the two coincide. A former CEO of two life science startups, she and her husband began traveling full-time in 2011. They parlayed their award-winning blog, “Changes in Longitude,” into a weekly travel column in the Philadelphia Inquirer and Philly.com, as well as a book deal showcasing the historic sights in their hometown. She continues to evaluate startup companies for venture capitalists and judge business plan competitions. When she needs a break from constant travel, Larissa teaches startup strategies for Drexel University’s Close School of Entrepreneurship.

TBEX 2016 North America; Cleaning Out the Blogging Closet, Larissa Miline

TBEX

TBEX Business, Cory Lee was diagnosed with Spinal Muscular Atrophy at the age of two, but that certainly has not diminished his desire to travel – wheelchair and all. He has been everywhere from Australia to Iceland, just to name a few, and he blogs about his accessible (and sometimes not so accessible) travel adventures on CurbFreeWithCoryLee.com. He has been featured in the Los Angeles Times, USA Today, The Huffington Post, and many more, making him one of the leading accessible travel experts. Cory hopes to inspire others to break out of their comfort zones and start rolling around the world.

TBEX 2016 North America; Accessing Your Destination, Cory Lee & Kay Maghan

TBEX

CONTENT, INTERMEDIATE, Shawn Smith (The Mobile Pro) is the author of the ground-breaking ebook and video training course, “5 Ways to Record Podcast Interviews with an iPhone”. He’s spoken at many conferences as the leading authority on Mobile Podcasting. Since 1994, Shawn has flown over 850,000 miles as a musician, speaker, and mobile technology expert at TheMobilePro.net. Shawn and his wife have also hosted over 1,400 missionaries on their annual mission trips to Guatemala. Shawn is passionate about equipping, training, and inspiring entrepreneurs to create pro-quality content from anywhere in the world. Shawn lives with his lovely wife in South FL.

TBEX16 North America; Podcasting On the Go- How to Set Up a Mobile System, Sh...

TBEX

More from TBEX (20)