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Media buying 2.13.13

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Media buying 2.13.13

  1. 1. MEDIA BUYINGTV, Digital, Out-of-Home
  2. 2. TV Buying• Step 1: Request Avails • Provide stations with a request for “avails” or available inventory and pricing. • Include timing, target audience, desired dayparts • Set a deadline• Example: • Client: Whole Foods • Campaign: Summer Grill Out • Length: :30 • Timing: May 20 – June 30, 2013 (6 weeks) • Target: Women 35 - 54 • Dayparts: EM, EN, PA, PT, LN
  3. 3. Dayparts• Early Morning (EM) – 5am to 9am• Daytime (DT) – 9am to 4:30pm• Early Fringe (EF) – 4:30pm to 7pm• Evening News (EN) – 5pm to 7pm• Prime Access (PA) – 7pm to 8pm• Primetime (PT) – 8pm to 11pm • On Sundays, Primetime is 7pm to 11pm• Late News (LN) – 11pm to 11:30pm• Late Fringe (LF) – 11:30pm to 1am• Overnight – 1am to 5am
  4. 4. Dayparts• Early Morning (EM) – 5am to 9am• Daytime (DT) – 9am to 4:30pm• Early Fringe (EF) – 4:30pm to 7pm Overlap• Evening News (EN) – 5pm to 7pm• Prime Access (PA) – 7pm to 8pm• Primetime (PT) – 8pm to 11pm • On Sundays, Primetime is 7pm to 11pm• Late News (LN) – 11pm to 11:30pm• Late Fringe (LF) – 11:30pm to 1am• Overnight – 1am to 5am
  5. 5. TV Buying• Step 2: Draft plan • Set daypart GRP and budget goals • Use overall budget range and estimated total GRPS • $65,000 budget, 4 weeks, 600 GRPs • EM – 20%, PA – 10%, EN – 20%, PT – 40%, LN – 10% • EM Goal – $13,000 budget, 120 GRPs • PA Goal - $6,500 budget, 60 GRPs • Get plan as close to ideal • Try to hit GRP goal first – cost can be negotiated • Call back reps to negotiate
  6. 6. TV Buying• Step 3: Negotiate • Using CPP as comparison • “I’m buying prime access around $50-$60 CPP. You are currently at $75 CPP. I need you to bring in the rate to be considered on the buy.” • Ex. Access Hollywood, 4.5 rating, $340 cost • $75.55 CPP – need to be under $60 CPP • Adjust rate to $275 gets it to $61 CPP (cut $65 off rate or about 19%) • Rate that will “clear” • Get a rate that will not get kicked out by another advertiser• Step 4: Contract / Reserve spots
  7. 7. Radio Buying• Same as TV • Request Avails • Set Budget / GRP Goals • Negotiate • Place Buy• Dayparts slightly different • AM – Morning Drive 6am – 10am • MD – Midday 10am – 3pm • PM – Afternoon Drive 3pm – 6pm • Evening – 7pm – 12mid • Overnights – 12mid – 6am • Rotators – all day, 6am-6pm
  8. 8. Radio Buying• Same as TV • Request Avails • Set Budget / GRP Goals • Negotiate • Place Buy• Dayparts slightly different • AM – Morning Drive 6am – 10am Majority of buys • MD – Midday 10am – 3pm purchased in • PM – Afternoon Drive 3pm – 6pm these dayparts • Evening – 7pm – 12mid • Overnights – 12mid – 6am • Rotators – all day, 6am-6pm
  9. 9. Digital Buying• Typically based on impressions, although can be purchased on a monthly basis.• CPM rates – can be negotiated • $10 CPM • 50,000 impressions = $500 ($10 x 50 = $500) • Rates vary based on ad type• Share of Voice – SOV • Based on site inventory, historical impression levels • Ex. WRAL has an average 108 million monthly impressions • 10% SOV is 10.8M impressions• Focus on a page and try to have a good presence there • Home Page • News • Weather
  10. 10. Digital ad placements Leaderboard Med Rectangle
  11. 11. Digital ad placements Interactive Advertising Bureau160x600 300x600 IAB.net – Rising StarsSkyscraper Wide Skyscraper • Billboard • Filmstrip • Slider • Pushdown
  12. 12. Digital Buying• Ad networks• Geo-, Demo-, Contextual Targeting
  13. 13. Digital Buying• Pay Per Click • Search advertising • Set daily budgets • Set cost per click• Reporting • CTR (click through ratio) – Used to measure engagement of the ad • Impressions – Measurement of opportunity to see the ad / served by ad server • Analytics • Specialize in analytics / tracking of digital advertising
  14. 14. Out-of-Home Buying• Billboards • Traditional (Static) • Mobile • Digital • Tri-vision• Transit (subway, bus, taxi)• Guerilla outdoorBased on availabilityLong term contracts (3 month minimum)Frequency medium
  15. 15. Out-of-Home Buying• Request board availability• Can be purchased individually or in terms of “showing” • 50 showing = 50% reach of the market • 25 showing = 25% reach of the market• Production/Printing extra• Measurements • DEC – Daily Effective Circulation • Used to compare boards for traffic numbers • EOI – Eyes On Impressions • Adopted in 2011, revised ratings system. Adjusts for different types of outdoor.
  16. 16. Out-of-Home Buying• Choosing boards • Traffic patterns • Visibility • Cost• Reporting • Proof of performance (picture of board) • Attribute direct URL to outdoor• Creative • Large impact • Short messaging • Some of the more creative advertising executions

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