The document discusses how to shift from a reactive to proactive approach in digital media. It outlines the growth of websites and decline of magazines. It then discusses missed opportunities in only reacting versus proposing ideas. The rest of the document outlines the capacity and current scenario of media buying agencies versus taking a more hands on approach. It provides examples of effective digital strategies like focusing on smaller but growing websites. Finally, it shares case studies on successful digital campaigns for Obama and Volvo that achieved measurable results.

1. tamra-c2.com
How to change our approach from reactive to
proactive
Client
Logo
If needed

2. Missed opportunities
tamra-c2.com
• 861 million websites
• More than 30% growth
every year
• 861 million websites
• More than 30% growth
every year
• 300,000 magazines (FIPP)
• 3-10% decline
• 300,000 magazines (FIPP)
• 3-10% decline
1998-Google searches were
9800 queries per day.
2013 its 3 billion
per day
1998-Google searches were
9800 queries per day.
2013 its 3 billion
per day

3. Missed opportunities
tamra-c2.com
Missed Opportunities
• Propose. Not react
•Brands want to know more about
digital in this region

4. Capacity
tamra-c2.com
Capacity
ProductionProduction
PlanningPlanning
BuyingBuying
ManagementManagement
Creating websites,
rich ad banners and any
digital material
Buying from the
publishers directly rather
than through buying agency.
Researching audience and
platforms,/vehicles used to
target right people at the
right place.
Collecting data – clicks,
Impressions ,etc, evaluating
And optimizing for next
campaigns

5. Current scenario
tamra-c2.com
11
44
Current scenario
Media
Buying
Agency
Media
Buying
Agency
Brief
33
Request
Digital
Media
Plan
22
Pre Approved Banners and
materials
Minimal involvement
in the plan

6. Our capacity
tamra-c2.com
11
22
Proposal
33
Objective
agreed
Campaign
concept
44
Digital Media PlanDigital Media Plan
Audience
Measurement
Audience
Measurement
Vehicle
Research
Vehicle
Research
55
Measurement &
Optimization
Measurement &
Optimization
Our Capacity

7. The strategy to face the competition
tamra-c2.com
Shifting value away from size towards the audience
Focus on small but growing websites
• Usually digital budget is invested in websites that are popular
• There is a need to shift the conversation to relevant websites
• Small is beautiful. And effective
• Maintain relationship with niche websites and focus on long
term
Strategy

8. The strategy to face the competition
tamra-c2.com
Dubizzle
$17.10
Dubizzle
$17.10
AlArabiya
$ 10.01
AlArabiya
$ 10.01
Clicks 960 1,747 4,111
Budget $16,451 $17,500 $4,000
Rate/click $16,451/960 $17,500/1747 $4000/4111
Facebook
$ 0.99
Facebook
$ 0.99

9. Case studies
tamra-c2.com
Obama Campaign
3.8X greater average weekly reach penetration in
battleground states’ major cities,
$4.60 raised for every $1 spent on Facebook Ads
72.7 million Americans saw Obama’s Facebook content in the
week leading up to and including Election Day

10. Case studies
tamra-c2.com
6% increase in purchase consideration due to Facebook
exposure
7% increase in purchase consideration due to TV exposure
13% increase in purchase consideration when Facebook and TV
were combined
Volvo V40 model launch