Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
NAVIGATING THE THREE-RING
MEDIA BUYING CIRCUS
Panelists:
Lauren Baker, Advertising Marketing Manger, Greater Houston
Conve...
MEDIA BUYING 101
Lauren Baker, Greater Houston Convention and Visitors Bureau
Advertising Marketing Manager
MEDIA BUYING FLOW
1. Research and identify your Target Market
2. Set goals/objectives
3. Plan your strategy/tactics and de...
TARGET MARKET
• Who are you trying to reach? Hint: it’s not
“everybody”
• Use market research to help identify your target...
SET GOALS/OBJECTIVES
• What do you want this media buy to
accomplish?
– General awareness? E-newsletter signs ups? Increas...
PLAN YOUR STRATEGY
• What is your budget and timeframe?
• Allocate the budget across mediums
– Don’t forget to set aside m...
STRATEGY: WHAT IS REACH AND FREQUENCY?
• Reach refers to the total number of households
that will be exposed to the messag...
STRATEGY: BUDGETING TV
• Gross Rating Points (GRPs) vs. Spots
– GRP: Reach x Frequency. This is calculated by the percent
...
STRATEGY: BUDGETING TV
• Gross Rating Points are priced by CPPs (Cost Per
Point)
• Several factors determine CPP, like tar...
STRATEGY: BUDGETING TV, SQAD
• SQAD will forecast CPPs by quarter/daypart/market
• This is useful negotiation tool
Primeti...
STRATEGY: BUDGETING TV, SQAD
• In order to place effective and efficient media buys, it’s best to
diversify your daypart m...
STRATEGY: BUDGET ALLOCATION
• Sometimes, it’s easier to work backwards when
determining budget allocation for each medium
EXECUTE YOUR PLAN
• Now that you have your plan, start negotiations
• Reach out to publications to let them know
you’re in...
EXECUTE YOUR PLAN
• TV:
– If network TV is too expensive, look into buying cable
TV
– Go direct with a station, and let th...
EXECUTE YOUR PLAN
• Digital:
– Request share-of-voice for each ad unit proposed when
the publisher creates the plan
• Rule...
EXECUTE YOUR PLAN
• Print:
– Request positioning that is “far forward” or “above the
fold” so your ad is seen
– Request pr...
ANALYZE RESULTS
• Have you seen traffic to your website or social
media page increase?
– Investigate time-on-site and boun...
WHY HIRE AN AGENCY?
Anthony Wilson, City of San Angelo Public Information Officer
WHY HIRE AN AGENCY?
Expertise
• What’s the best way to reach the target
audience?
• What’s the right mix of media?
• Which...
WHY HIRE AN AGENCY?
Value
• The best rate. (Walmart vs. Mom & Pop)
• Low to no cost. We pay the cost of the
advertising (a...
WHY HIRE AN AGENCY?
Consistency
• Branding. (use of the logo, fonts, colors, URLs,
etc)
• Message.
• Mediums and outlets.
...
WHY HIRE AN AGENCY?
How it works for us:
• RFP, Council approval, contract. (Want our
contract? Ask @CityofSanAngelo)
• De...
WHY HIRE AN AGENCY?
Our advertising agency ensures we spend the
limited funds budgeted for advertising in the most
effecti...
SMALL MARKETS
LeaAnn Dearman, City of Seabrook Director of Communications & Marketing
SMALL MARKETS
• Get creative with funds
• Consider cooperative ads
• Split your budget (print, digital, tv)
• Track and an...
EXAMPLES
• HOT – Funds specifically used for promotion and
advertising.
– Texas Highways, Bird Watcher’s Digest, Food and ...
ADVICE
Regardless of what ads you choose to buy, always
saturate the market via your own channels…
• Post your ad/info on ...
QUESTIONS?
Panelists Contact Information:
Lauren Baker: lbaker@visithouston.com
LeaAnn Dearman: ldearman@seabrooktx.gov
An...
Upcoming SlideShare
Loading in …5
×

Media buying tamio 2015

330 views

Published on

Published in: Government & Nonprofit
  • If you want to download or read this book, copy link or url below in the New tab ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Media buying tamio 2015

  1. 1. NAVIGATING THE THREE-RING MEDIA BUYING CIRCUS Panelists: Lauren Baker, Advertising Marketing Manger, Greater Houston Convention and Visitors Bureau LeaAnn Dearman, Director of Communications, City of Seabrook Anthony Wilson, Public Information Officer, City of San Angelo Moderator: Sara Bustilloz, Public Information Officer, City of Midland
  2. 2. MEDIA BUYING 101 Lauren Baker, Greater Houston Convention and Visitors Bureau Advertising Marketing Manager
  3. 3. MEDIA BUYING FLOW 1. Research and identify your Target Market 2. Set goals/objectives 3. Plan your strategy/tactics and determine budget 4. Execute Plan 5. Analyze Results
  4. 4. TARGET MARKET • Who are you trying to reach? Hint: it’s not “everybody” • Use market research to help identify your target audience • Create a target audience profile: ie, Women, 25- 54, HHI $75k+, has a family
  5. 5. SET GOALS/OBJECTIVES • What do you want this media buy to accomplish? – General awareness? E-newsletter signs ups? Increased Facebook likes? Etc • Put your goals in priority order
  6. 6. PLAN YOUR STRATEGY • What is your budget and timeframe? • Allocate the budget across mediums – Don’t forget to set aside money to create any new advertising or for production • Is your destination landing page ready to receive advertising? • Use of reach and frequency to determine a healthy media buy • Dominate, don’t dabble
  7. 7. STRATEGY: WHAT IS REACH AND FREQUENCY? • Reach refers to the total number of households that will be exposed to the message – This is measured as a % of the total audience you want to reach and often seen as a television rating • Frequency refers to the number of times the receiver is exposed to the advertisement – Repetition of the same message • R/F is typically measured in broadcast buying as a Gross Rating Points (GRPs)
  8. 8. STRATEGY: BUDGETING TV • Gross Rating Points (GRPs) vs. Spots – GRP: Reach x Frequency. This is calculated by the percent of the target market (rating) multiplied by the exposure • Ex: Morning News is 2.5 rating against the buying demo of W25-54 in Houston. You schedule it to run 4x in a week, then the total GRPs = 10 in a week • Morning News reaches 2.5% of W25-54 in Houston, which is why is has a 2.5 rating – Spot: (1) commercial ad unit • Ex: You run a :30 spot in Morning News against the buying demo of W25-54 in Houston. You schedule it to run 4x in a week, then the total spots = 4 in a week
  9. 9. STRATEGY: BUDGETING TV • Gross Rating Points are priced by CPPs (Cost Per Point) • Several factors determine CPP, like target and the daypart when the ad is running • Where do you get CPPs? – Local TV stations can give you this price for your target audience – Each daypart has different prices, with Prime being the most expensive – SQAD is a program that can forecast the CPP to help with budgeting
  10. 10. STRATEGY: BUDGETING TV, SQAD • SQAD will forecast CPPs by quarter/daypart/market • This is useful negotiation tool Primetime
  11. 11. STRATEGY: BUDGETING TV, SQAD • In order to place effective and efficient media buys, it’s best to diversify your daypart mix when your target audience is watching • 100 – 125 GRPs per week across all stations in a market is a healthy minimum. • Minimum advertising flights 4-6 weeks
  12. 12. STRATEGY: BUDGET ALLOCATION • Sometimes, it’s easier to work backwards when determining budget allocation for each medium
  13. 13. EXECUTE YOUR PLAN • Now that you have your plan, start negotiations • Reach out to publications to let them know you’re interested and have them put together a proposal – If you’re a non-profit, tell them – Ask for their rate card, and the best frequency discount they can give – Require added value (I ask for minimum 10%)
  14. 14. EXECUTE YOUR PLAN • TV: – If network TV is too expensive, look into buying cable TV – Go direct with a station, and let them know they are receiving 100% share of the buy. They will treat you much better! – Adding :15 second spots can help cut down on the cost too • (2) :15 second spots is generally about 65% the cost of a :30, but can add double the frequency
  15. 15. EXECUTE YOUR PLAN • Digital: – Request share-of-voice for each ad unit proposed when the publisher creates the plan • Rule of thumb: SOV should be at least 5% or higher – Look at buying ad networks, like Google. Publishers, like Hearst and Gannett also provide network/programmatic buys – Ask about viewability, which is how visible your ad is on the page. Typically bigger ad units and ads above the fold have high viewability – Request standard IAB ad units to make advertising on a variety of sites easier to manage
  16. 16. EXECUTE YOUR PLAN • Print: – Request positioning that is “far forward” or “above the fold” so your ad is seen – Request premium position (like the inside-front-cover or C2) at a discounted price – If you have a key competitor, ask if that competitor is advertising and if your ad can be before their ad – Does the publisher provide any sort of advertising effectiveness studies you can be part of?
  17. 17. ANALYZE RESULTS • Have you seen traffic to your website or social media page increase? – Investigate time-on-site and bounce rate • Look at the digital advertising reports – Successful campaigns include high click-through-rates – Industry average CTR is between .06% - .10% • If you have campaign success, potentially negotiate next year’s ad buys early to lock in rates
  18. 18. WHY HIRE AN AGENCY? Anthony Wilson, City of San Angelo Public Information Officer
  19. 19. WHY HIRE AN AGENCY? Expertise • What’s the best way to reach the target audience? • What’s the right mix of media? • Which media/outlets are most effective? • Which media/outlets offer the best value? • What’s a good rate? • What extras can we get added on at low to no cost?
  20. 20. WHY HIRE AN AGENCY? Value • The best rate. (Walmart vs. Mom & Pop) • Low to no cost. We pay the cost of the advertising (and, at our option, production). Media pays the commission. • Relationships. • Effectiveness.
  21. 21. WHY HIRE AN AGENCY? Consistency • Branding. (use of the logo, fonts, colors, URLs, etc) • Message. • Mediums and outlets. Ease • One less thing to worry about. • Agency plays “bad cop.”
  22. 22. WHY HIRE AN AGENCY? How it works for us: • RFP, Council approval, contract. (Want our contract? Ask @CityofSanAngelo) • Departments set advertising budgets, meet w/ agency to review year’s needs. • Agency works directly with departments. PIO serves as liaison and facilitator. • Departments have final approval of all advertising campaigns and materials.
  23. 23. WHY HIRE AN AGENCY? Our advertising agency ensures we spend the limited funds budgeted for advertising in the most effective manner possible and that we reach target audiences at the lowest cost.
  24. 24. SMALL MARKETS LeaAnn Dearman, City of Seabrook Director of Communications & Marketing
  25. 25. SMALL MARKETS • Get creative with funds • Consider cooperative ads • Split your budget (print, digital, tv) • Track and analyze your results – Custom URLs – QR Code (yes, they can be more graphically pleasing) – Request market information and digital analytics • Design your ads in-house or negotiate reasonable graphic design pricing
  26. 26. EXAMPLES • HOT – Funds specifically used for promotion and advertising. – Texas Highways, Bird Watcher’s Digest, Food and Travel, Avid Cruiser, Texas State Travel Guide, Houston Chronicle, etc. – Digital: Visit Houston, VacationFun.com, TourTexas.com, etc. – TV: Road Trippin’ and Check this Out Houston • EDC– May be able to spend up to 10% on advertising. – Print: Texas Real Estate Business Journal, Houston Business Journal, REDNews – Digital: HBJ and REDNews • Every city department needs to place funds under their advertising line item.
  27. 27. ADVICE Regardless of what ads you choose to buy, always saturate the market via your own channels… • Post your ad/info on social media • Send it out to your list serve • Put it in your newsletters (print & electronic) • Write a news release about it and post it to your website “Nobody counts the number of ads you run; they just remember the impression you make.” ~ Bill Bernbach
  28. 28. QUESTIONS? Panelists Contact Information: Lauren Baker: lbaker@visithouston.com LeaAnn Dearman: ldearman@seabrooktx.gov Anthony Wilson: anthony.wilson@cosatx.us Moderator: Sara Bustilloz, sbustilloz@midlandtexas.gov Download Presentation: http://bit.do/media-buying

×