This document provides a weekly media optimization review for a national media campaign ending October 13, 2019. Key performance indicators such as media spend, impressions, clicks, and conversions are reported. Several areas for optimization are identified, including increasing budget allocation to underrepresented audiences and image-based creative, balancing device and banner dimension performance, and expanding targeted regions. The media planner, data analyst, marketing director, and media buyer overseeing the campaign are also listed.

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Weekly Media Optimization Review: October 13, 2019
NATIONAL MEDIA CAMPAIGN
Flight Name: National Media Flight Wave 3
Week Ending: October 13, 2019
Flight Dates: June 26, 2019 (present)
Creative Date: August 18, 2019 (refresh)
Media Planner: Trung Nguyen
Data Analyst: Daniel McKean
Marketing Director: Ty Sharp
Media Buyer: Brill Media [robert@brillmedia.co, 818-720-1632]
WEEKLY MEDIA PERFORMANCE REVIEW
Data Receipt + Grooming Received & Updated Oct. 15, 2019
DOMO Dashboard Update Reviewed & Verified Oct. 16, 2019
NIH Weekly Performance Report Distributed Oct. 16, 2019
KPI View + Observation Optimization Required Date
Media Spend: [$8,050] marginal reduction week over week Budget increase proposed, pending NIH
approval
n/a
Impressions: [2,981,608] slight reduction week over week Consistent aligned to CPM and spend:
does require monthly site list review and
analysis (in motion)
Unique Impressions + Frequency: [1M avg. + 2.9 Freq.] Consistent week over week n/a
Clicks + CTR: [3,803 + 0.13%] within thresholds Holding steady week over week n/a
Unique Registrations: [126] slight decrease All trendlines are downward trending
over 30-day periods and are within
reasonable time period gain thresholds
and expectations.
Week over week fluctuations are
expected will occur and should not be
alarming.
Following optimization recommendations
may help better performance overall.
Pixel Registrations: [137] +8.7% differential vs. unique
Unique CPA: [$63.89] slight uptick
Pixel CPA: [$58.76] -8.0% differential vs. unique
Unique CVR: [3.31%] some volatility: marginal decrease
Pixel CVR: [3.60%] +8.8% differential vs. unique
Unique Clicks & Impressions per Account Ratios:
[30 clicks / account] or [23,664 impressions / account]
improving month over month (51 clicks & 29,074
impressions lifetime campaign averages)
Sidebar performance metric aligned to
represent just how many clicks or
impressions are needed for a single
unique account conversion.

2. 2 | P a g e
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Weekly Media Optimization Review: October 13, 2019
Targeting Impressions/Spend: targeting remains aligned to
conversion optimization: overall UBR audiences are under-
represented which constitute 18% budget spend and 7.5%
of conversions
Elderly + Audience Targeting
overshadowing UBR audiences.
Requires separate UBR campaign
activation for each audience to ensure
adequate impressions are served across
audiences which can be further
optimized without constraints
Banner Dimension Performance: 300 x 250 (image) and 320
x 50 (text only) are receiving majority of spend via inventory
availability and optimization.
Text No Image banner ads perform well
for conversions due to volume of
impressions served, optimization
direction, and inventory availability.
But they underperform for 3 core KPIs
(CTR, CVR and CPA).
We need greater balance for serving
more images with applied optimization
rules to be able to measure and gauge
performance gains.
Device (Desktop vs. Mobile) Performance: mobile receiving
a large percentage of spend as aligned with a significantly
higher CTR (0.17%) over desktop (0.02%) - yet desktop
outperforms for CVR (31.57% desktop vs. 2.10% mobile)
and CPA ($46.95 desktop vs. $77.82 mobile).
Need campaign re-optimization by either
changing optimization rules or force a
defined desktop budget allocation
percentage to measure performance
impact.
Creative Image Performance: currently text banners are
overshadowing images via optimization directions; and
when they are served, images are not being delivered
aligned to specific audiences for self-identification.
Need three directional approaches: 1)
align creative for specific audience use,
2) constrain spend on text only banners
forcing greater budget allocation to
image banners to measure performance
impact, 3) use images with a set of rules
within proposed UBR mini campaigns.
Geo-Metro Performance: campaign being optimized
according to assigned rules, but consideration is whether
campaign can expand to include national regions outside of
HPO markets to include more urban, suburban and rural
areas across the country to reach a broader audience at
scale.
Need expanded campaign execution
planning consideration.