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.

How Do You Buy?

416 views

Published on

What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How Do You Buy?

  1. 1. HOW WE PLAN A U G U S T 2 3 , 2 0 1 9
  2. 2. HOW WE PLAN
  3. 3. CLIENT SERVICES MEDIA STRATEGY & ANALYTICS EXPERIENCE AGENCY OPERATIONS MEDIA PLANNING STRATEGY CREATIVE OPERATIONS MEDIA ACTIVATION DATA STRATEGY PRODUCTION LEARNING & CULTURE AD OPERATIONS BUSINESS PLANNING CONTENT & INNOVATION MARKETING FINANCE, LEGAL & PRACTICES AGENCY SOLUTIONS | CLIENT SOLUTIONS BUSINESS DEV. BUSINESS STRATEGY OUR STRUCTURE 3
  4. 4. 4 BRIEF RESEARCH / INSIGHTS REPORTING / OPTIMIZATION STRATEGY / PLANNING EXECUTION TYPICAL CAMPAIGN LIFECYCLE 4
  5. 5. CLIENT CLIENT SERVICE MEDIA PLANNING MEDIA ACTIVATION CONTENT & INNOVATION ANALYTICS STRATEGY AD OPS SYSTEMS DATA STRATEGY PLANNING Create activation packet Develop partnership opportunities* *Proactive involvement for Tier 1. By request only for Tier 2-3 KEY MILESTONE CLIENT COMMS Consult on Measurement approach Complete Media Plan Trix Internal Review Internal Review Present Tactical Finalize Media Plan Finalize & Share Creative Specs Share plan with Client Share plan with Client Present Tactical Develop Tactical Presentation Platform analysis & publisher RFPs HANDOFF MEETING ACTIVATION PACKET INCLUDES Evergreen Forecast Channel budget recommendation Initial supplier recommendation Media Insights, building on Strategy Global context Templates for RFP, media plan etc MEDIA PLAN TRIX INCLUDES Max avails Recommended spend levels Expected performance (aka 'forecasts') 5
  6. 6. PARTNER SELECTION
  7. 7. PARTNER EVALUATIONS BOIL DOWN TO TWO FUNDAMENTAL QUESTIONS 01 Is there a unique value proposition? 02 Direct reservation or programmatic? 7
  8. 8. 8 WHAT DOES THE POTENTIAL PARTNER BRING TO THE TABLE? We seek partners who can add value in a way we cannot accomplish on our own using our tech stack INVENTORY Exclusive access to desirable supply DATA Unique data sets for targeting or measurement TECH Proprietary platforms, tools, or capabilities CREATIVE High-impact or custom units unavailable through programmatic pipes AUDIENCE COMP 50% GUEST REACH 50% CONTEXTUAL RELEVANCE 20% PARTNER CATEGORY Singles/ Couples No Kids 15% Families 49% Empty Nesters 36% AC INDEX Total Target Guests 20% Singles/ Couples No Kids 12% Families 39% Empty Nesters 29% GR INDEX REACH INDEX Brand Category Alignment 100% CR INDEX COMPLETE RATES YouTube Content 104 103 93 100 100 104 103 93 99 100 100 100 189 NBCU Content 149 102 85 103 111 149 102 85 104 104 100 100 181 Popsugar Content 139 154 66 120 125 138 154 65 121 120 100 100 117 FOX Content 167 95 198 143 144 166 94 199 143 143 100 100 187 ABC Content 87 119 129 118 112 86 120 130 117 117 100 100 205 Zefir Content 104 103 95 100 100 104 103 93 99 100 100 100 63 Spotify Content 163 96 53 91 104 163 96 53 93 92 100 100 203 Meredith Content 105 131 117 122 119 105 130 121 121 122 100 100 158 BabyCenter Content 115 197 27 124 125 114 197 124 124 124 100 100 10 REACH 01
  9. 9. 9 PROGRAMMATI C AN OPTION? COMPATIBLE WITH OUR TECH STACK? DOES THE EFFICIENCY OFFSET FEES YES PROGRAMMATIC RESERVATION DECIDING TO ACTIVATE VIA PROGRAMMATIC OR RESERVATION 02 PROGRAMMATIC or RESERVATION YES YES NO NO NO STRATEGIC ALIGNMENT YES NO
  10. 10. Historical top-performers Client requests Testing new tech/data sources/vendors Upfront commitments or the offering is a piece of a larger deal 10 THERE CAN BE EXCEPTIONS TO THE GENERAL FRAMEWORK
  11. 11. HOW WE PLAN A U G U S T 2 3 , 2 0 1 9 THANK YOU.

×