The document outlines the ideal process for planning and implementing a digital media campaign in 3 sentences or less: The process involves 5 phases - scoping the project, developing objectives and strategies, creating the media buy plan, executing the campaign, and ongoing optimization - to ensure the campaign delivers on its objectives through careful planning, execution, and measurement of performance. Key aspects of the process include developing a media brief, estimating costs, gaining client approvals, negotiating with publishers, tracking spending and results, and adjusting tactics based on data to optimize toward goals.

1. Media Briefing,Planning &
Implementation Fundamentals
Shane Crombie October 2009 Beijing China

2. The purpose of today

3. The menu
Making the perfect cocktail - what we
do and how we do it
• Making sense of opportunities
• Tools of the trade
• Selecting the right solution
• Measurement

4. Digital – many choices
Digital Web
Displa 2.0 IPTV
y
Searc
Mobile
h
Bloggi Online
ng Digital Media Ads
Gamin
IM
g
Rich
Viral
Media
Comm
Mashu
unitite
p RSS s

5. Making the perfect
digital cocktail

6. One part of the mix
TV
Outdoor
Print
Digital
Radio
PR
Direct Mail

7. The basic
ingredients

8. Some of our ingredients
Reach
Media Partnerships Search
Messenger
Affiliates
Overlays
Digital display
Streaming
Video
Listings
Niche Media RSS Feeds
Partnerships
Community
marketing
Podcasting
Solus Email
Sponsored Emails
Content
Integration
In game
Webinar Mobile
IPTV PDA
Branding Response

9. Some of our Creative Options – Standard Units
120x600 160x600
468x60
728x90
300x250 336x280

10. Tools of
the trade

11. Tools of the trade
Audience Measurement Consumer Insight Competitive
Campaign performance Market Insight

12. Audience insights drive
informed strategies
Switch from Work to
Entertainment
%
News & Sport at lunch
All Weekday Users – Home & Work

13. Eyeing up the competition

14. Experienced bar staff make
things happen

15. Mixing the right cocktail
BRIEF
Approach
+
Channels
Partners
+
Formats
Buying
+
Implementation
Measurement
+
Optimisation

16. Approach
+
Taking your order Channels
Fuelling campaign success - good reasons to get the brief right
CREATES BETTER
WORK
The tightest briefs often stimulate the most
creative responses
DELIVERS BETTER
RESULTS
Focussed briefs lead to more effective delivery
1 : Focus On The Objectives
2 : Make It Simple & Clear – Insight, Insight, Insight
3 : Write It Down

17. Briefing essentials
THE ESSENTIALS
Objectives (business &
THE BASICS communication) THE RESULT
Key contacts Budget How will success be
measured?
Project name Timings (for response
and campaign) Sales?
Background
Creative Hook Shift in brand
awareness?
Other media channels
being used Response?
Any other relevant
information

18. Flexible Channel Approach
Viral / Branded Content / Sponsorship / Special Format
Innov
ation
Search
Engine
Marketing
Vertical Sites
Critical Mass Sites

19. Finding like minded people
Unique targeting opportunities

20. Unique targeting opportunities
Finely targeted email Editorial Integration

21. On the pull
Cost efficient &
Effective
engagement

22. Setting Campaign Metrics
Impressions Unique Visitors
Unique Users Pages Viewed
Clicks Deeper Engagement
CTR% Conversion Rate
Sales
Sign-ups
Brand Awareness
Perception
Purchase Decision
Webscore

23. Cost efficient prospect &
sales generation
Exploiting search to hit the hottest prospects
Bringing the service to the consumer
Ongoing prospect dialogue

24. Standing out from the crowd
Projecting brand values

25. Projecting brand values
Brand advocacy Theme Alignment
Affiliating with Cricket
Building music credentials

26. Striking the Media Deal
What is Standard: Value Add:
• Price • Innovation
o Control inflation year over year Media “Firsts”
• Relevance Unique creative executions
o Regional coverage (IP Targeting) • Exclusivity
o Site content relevance Category exclusivity
• Flexibility • Customized
o Re-scheduling flexibility Content and promotions
o Cancellation provision • Other
• “Hard” added value components Research budget provisions
• Integration (with offline) Cross links
Content Syndication
Data rights
Best Practices

27. Content Syndication
• Get the media agency involved in syndication on a local/regional level
• Negotiate deals to place content on sites where there is no media
spend
Creative Content Driving Media Value
Paid Media Creative Content
And Media Driving Creative Content

28. Settling the bill
Types of Media Costs
CPT CPM CPC CPA
Cost per Time Cost per Thousand Cost per Click Cost per Action
Special Formats:
Eg. Home Page
Takeover
Likelihood of Acceptance

29. Measurement

30. Measurement
+
Adserving – control, insight & accuracy Optimisation
User clicks to site (or
turns up later)
User arrives &
Campaign trafficked explores site
Redirects sent to publisher (Actions recorded)
Publisher rotates-in redirects
Ad displayed
Impression recorded
Optimisations made

31. A good session
• Take the finest ingredients
• Add the best tools into the mix
• Combine the right people
• Be careful with your measures
• Enjoy and refine

32. Detailed Ideal Process

33. High Level Ideal Campaign Process
• Briefing Meeting 1
Day
Media Brief
1
• Staffing Estimate Day
• Media Objectives & 1-3
Strategies Developed Day
• Client approval of
Media fees and Obs/Strats 1 week
• Analysis T&M Plan/Tracking
Set up
1-2 Day
• Development and
Presentation of Media Buy
• Client approval of Media Buy 2 weeks
• PO/ISR Open for Media
2 weeks
• Creative trafficked and Go-
Links tested
• Sites to test and post creative 1 week
• Campaign Live - Ongoing
Media Optimizations 1-2 Day
3-5 Days
Phase 1 Phase 2 – Obs & Phase 3 –
3-5 Days
Scope Strats T&M and Media Buy
Phase 4 – Execution
X
Week1 Week 2 Week 3 Week 4 Week 5 Week 6
2

34. Phase 1 & 2 Details
• Campaign kick off - Media and Creative are briefed by Account/Client
o Items Media should be aware or
 PR, Other Media Channels, Creative Messaging or Hook, Timings, Offers, etc.
• Provide media planning timeline to Account/Client
• Develop Objectives and Strategies
o Research target behavior
o Research site consideration list
o Develop strategies and tactics
o Determine initial budget allocation by tactic
 List out potential or sample sites for each tactic
o Work with Analytics to craft initial projections
• Objectives and Strategies presented to client and approved
• Send Media Estimate to client
• Client opens PO (follow up to ensure open)

35. Phase 3 Details
• Develop site list
• Create Request for Proposal (RFP)
o Send out RFP
o Consolidate proposals
o Evaluate proposals
o Re-negotiate proposals
• Create planned flowchart
• Scheduling options
• Share initial unit sizes and specs with Account/Creative team
• Develop media rationale deck
• Work with Analytics on full campaign projections
• Present both to client
• Obtain client approval

36. Phase 4 Details
• Trafficking
o Enter plan into Adserver (possibly Media Tools also)
o Send Insertion Orders to sites
o Fill out media portion of traffic workbook
o Send traffic workbook to Account for completion and sent to AdOps
o Ensure all publishers receive tags and notify them that screen shots
are needed
o Terms and Conditions accompanying IO
o Specific language for Ad Network policies
• Maintain proper documentation for IOs throughout campaign
o Revisions
o Signed copies
• Pull adserver report 1 day after live date to ensure all placements
are live
• Create screen shot deck and send to client

37. Ongoing Campaign Details
• After 2 week
o Pull report to evaluate delivery against goals (initial performance
and pacing) and determine if action needs to be taken
o Evaluate pacing and determine whether placements are
significantly delivering too slow. If so, work with Sup/AMD and
determine if client needs to be notified of issues.
• Continue monitoring pacing of media and Ad Serving to
ensure budget is not exceeded or unmet
• Continue watching campaign performance on frequent
basis

38. Ongoing Campaign Details continued
• Optimise where appropriate based on data insights
• Review Analytics reports and confirm numbers are
accurate, as well as provide Media commentary
• At the end of each month, update Media Estimates and
Media Tools
• Build case study showcasing innovative elements with
results

39. Summary - It’s all about the details
• Have clear campaign goals and objectives
• Understand your audience
• Know your media options (buy types, sites, units,
programs, flighting)
• Set realistic metric benchmarks for every campaign
• Learn from every campaign no matter how insignificant
it might seem