Developing online media plan

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Developing online display plan using syndicated data

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  • Split the presentation title in two sections. Type the first section over ‘Working’ and the second over ‘Title’.
  • Developing online media plan

    1. 1. 1 Developing An Online Media Plan
    2. 2. 2 DIRECT RESPONSE CAMPAIGNS Placed on cheaper high reach less targeted sites on a CPC or CPA basis. Creative is commerce led with a strong brand presence Standard placements  without the use of rich media (i.e. overlays etc). Measured on pure return on investment  Cost of the media  vs direct financial return
    3. 3. 3
    4. 4. 4 BRANDING CAMPAIGNS Richer creative execution  Use of rich media  Highly targeted media placements. Highly targeted placements  higher cost  CPM cost structure Strives to change consumers views of the brand/product Track via digital brand measurement tools  Millward Brown’s Brand Dynamics™
    5. 5. 5
    6. 6. PLANNING PRO C ESS
    7. 7. 7 Team Briefing Set Objectives Align on Brief Agency conducts research RFP Process Develop Reco Briefing Plan Developm ent Traffic Creative Ongoing Optimization Negotiate Buy A ctivation PLANNING PROCESS
    8. 8. 8 PLANNING PROCESS: BRIEFING Checklist  Objectives  Product  Audience  Timing  Budget  Creative Units
    9. 9. 9 PLANNING PROCESS: BRIEFING Setting Objectives  Business  Marketing  Communications
    10. 10. 10 ESTABLISH OBJECTIVES TO BETTER TRACK CAMPAIGN PERFORMANCE Business objectives Business objectives Marketing objectives Communication objectives Deliver sales & revenue targets   Generate quality leads Maintain a cost per lead of $X Establish brands in the market Increase market share Build brand awareness   Maintain brand awareness & online presence   Create an online community Maintain our reputation for x campaigns   Establish strong links with audience
    11. 11. 11 PLANNING PROCESS: BRIEFING Alignment  Team discussion  Recommend including client  Set timeline for next steps
    12. 12. 12 PLANNING PROCESS Agency Conducts Audience Research  Planners use research tools to understand:  Rankers/Targeted sites  Develop Consideration set  Check duplication Example Tools: Comscore, Quantcast
    13. 13. 13 SAMPLE RANKER
    14. 14. 14 CROSS-VISITING ANALYSIS  Cross-Visiting analysis limited to 10 sites  Minimal cross visiting sited across most of consideration set  Visitors of all sites also going to main portals/search engines, Yahoo & Google  Virtual Tourist visitors also visiting TripAdvisor suggesting area to streamline Sources – Sep 2009 Comscore; AARP AmericanExpress BonAppetit BudgetTravel Concierge.com Google TheKnot TripAdvisor.com VirtualTourist.com Yahoo AARP 100.0 5.9 0.5 0.3 0.2 79.2 0.5 9.2 1.4 85.9 American Express 2.7 100.0 1.3 0.3 0.5 86.7 1.3 10.9 1.2 84.2 BonAppetit 4.2 3.8 4.7 1.1 2.3 89.3 4.7 13.5 2.0 81.3 BudgetTravel 4.2 9.1 2.3 100.0 3.0 86.2 2.3 23.8 3.7 93.0 Concierge.com 1.6 7.7 0.3 1.5 100.0 80.6 0.3 23.4 4.9 84.8 Google 1.5 3.5 0.7 0.1 0.2 100.0 0.7 4.5 0.6 81.4 TheKnot 1.2 1.2 100.0 0.4 0.1 87.0 100.0 13.8 1.6 90.0 TripAdvisor.com 3.3 8.4 2.1 0.7 1.2 85.9 2.1 100.0 9.4 89.0 VirtualTourist.com 3.9 7.4 1.9 0.8 2.0 88.6 1.9 73.6 100.0 92.7 Yahoo 1.6 3.3 0.1 0.1 0.2 80.6 0.7 4.6 0.6 100.0
    15. 15. 15 PLANNING PROCESS RFP Process  Brief Publishers and request proposals  Evaluate proposals  Develop recommendation
    16. 16. 16 RFP CHECKLIST Issue RFP Memo w/ Template  Campaign Objective  Online Strategies  Target Audience  Timing  Geography & geotargeting implications  Creative units  Content Considerations  Budget Guidelines  Added Value expectations
    17. 17. 17 ONLINE OPPORTUNITIES SHOULD BE EVALUATED ON VARIOUS FACTORS:
    18. 18. 18 PLANNING PROCESS Develop Recommendation  Approved?  Additional insight to inform negotiation
    19. 19. 19 PLANNING PROCESS: ACTIVATION Negotiate Buy  Media draw up IO between publisher and agency  Secure added value/rate cuts
    20. 20. 20 PRICING STRUCTURES  CPM – Cost per 1000 • Ranges from $1-$50 per thousand impression • Guarantee of number of people who saw banner  CPC - Cost per click  Ranges from 1¢ to 50 ¢ per click through  Pay for viewers of the banner that click on it & visit a page on the advertiser’s site  CPA - Cost per acquisition  Pay for every action completed as a result of visitor clicking on ad  Range from $1-$25 or 5-25% of sales  Guarantee customers generated as a result of an ad
    21. 21. 21 PLANNING PROCESS: ACTIVATION Creative Trafficked  Creative uploaded into Third Party Adserver and tags sent to Publisher  Relevant content/assets sent to Publisher
    22. 22. 22 PLANNING PROCESS: ACTIVATION Ongoing Reporting & Optimization  Adjust inventory as needed  Ensure optimal ads, publishers, sizes are used  According to measurement benchmark (CPM, CPA)  Issue screen shots  Tracking provided to client  Final report & summary
    23. 23. 23 MEASUREMENT BENCHMARKS Online advertising (banner ads)  Direct response – Click through rates – Interaction rates – Post impression clicks  Brand response – Impressions served Websites  Visitors  Time spent on site  Numbe of pages viewed  Sign-ups/Registrations  Most popular pages  Internal searches  Paths through site  Returning traffic • Email • Bounce rates • Open rates • Click through rates • Most popular articles • Number of forwards • Search • Keywords • Position • Cost per click • Cost per lead • Cost per sale • Blogs • Views • Comments • Linking to • Search terms • Referring sites
    24. 24. 24 1,000,000 people exposed to campaign 610,000 will possibly visit your site later 670,000 will possibly visit a store later Direct response Brand response CONSIDER EXPOSURE VS BRAND RESPONSE 30,000 will possibly click (0.3%) 6,000 clicks (at 0.2% CTR)
    25. 25. 25 CAMPAIGN OPTIMIZATION
    26. 26. O NLINE M ATH
    27. 27. 27 BASIC ONLINE MATH:  Click-through rate = clicks/impressions  Cost per click = media cost/clicks  Effective CPM = media cost/(impressions x.001)  Click conversion rate = click conversions/clicks  Cost per action or conversion = media cost/conversions  Cost per revenue = revenue/media cost  Conversions per 1000 impression = conversions/impression * 1000  Average order value = revenue/conversions  Cost per reach = media cost/cookies reached  SOV = gross contacts received by ad/total impressions served by site
    28. 28. TYPES O F PLAC EM ENTS
    29. 29. 29 Placement Type Ad Format In Banner – Standard or rich media ads Expandable Banner – An Ad that stars in a banner space & then either automatically or upon user initiation expands outside of the banner. Polite Banner – Never leaves or expands out of the banner space that it is serve into Push Down Banner – The Push Down Banner “slides” publisher content our of the way, rather than covering it up. Expandable Strip – shows a strip of a video enticing the user to interact. With a rollover or click, the banner expands to reveal the video. Standard Banner – Consists of an image or Flash that loads together with the page. It never leaves or expands out of the banner. Enhanced Standard Banner – an enhanced standard banner consists of a GIF of Flash file that6 loads together with the page. After the page loads, a heavier Flash asset loads and replaces the original light version. For the Enhanced Standard Banner, the heavier Flash asset allows the ad to be more interactive without violating the site’s in-page file size limitation for standard rich media banner ads. Popup Banner – An Ad that appears in a new window. It can play either as a pop-up or as a pop-under. Placement Types and Ad Formats
    30. 30. 30 Placement Type Ad Format Out of Banner – a banner that appears outside of on top of the page. Commercial Break – full-page non-transparent ad that covers the entire page. It can play as soon as a user enters a page, or upon a page transition. A reminder can remain on the page after the floater closes. Floating Ad/Floating Ad With Reminder – an ad that floats on top of the page (does not have a defined spot on the page like banners) covering some of the page’s content. A reminder can remain on the page after the floater closes. Wallpaper Ad – Takes the place of a webpage’s background and plays for a set duration. A reminder can remain on the page after the floater closes. Tracking Only A Tracking Pixel is not a viewable ad. The pixel can be placed on the page to track impression, clicks, text links, emails, and so on. In-Stream Video Tracking In-Stream Tracking – this format is used to track In-stream ads served by third-parties. In-Steam In-Stream – The In-Stream video solution integrates video ads into video content played in a video player on a publisher’s site. In-Game In-Game – In-Game allows running ads inside game environments Mobile – A placement that includes ads supported by mobile devices. Mobil Standard Banner – The Mobile Standard Banner ad can include an image with text or text only. Mobile Text Banner – The Mobile Text Banner ad can include text only. Placement Types and Ad Formats

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