Digital Media Planner Happiness Project
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The document discusses a presentation about digital media planning and the Digital Media Planner software. It notes that digital media planning is expensive, complicated, and currently relies heavily on manual processes in Excel. It introduces the Digital Media Planner software as a way to automate workflows and make the process easier. Key features highlighted include integration, better information and insights, an improved interface, and automation. The presentation aims to demonstrate how the new software addresses limitations of existing tools.
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Digital Media Planner Happiness Project
- 1. Digital Media Planner Happiness Project @jpych @nextmark #dmphp
- 2. Agenda 1. A little about NextMark 2. Digital media planning workflow 3. Show off Digital Media Planner 4. Why is automation important? @jpych @nextmark #dmphp
- 5. 250 agencies use NextMark software 15 media channels established in traditional media channels innovating in digital media channels @jpych @nextmark #dmphp
- 14. Display Advertising Marketplace Highest CPM but smallest % inventory; primarily sponsorships and $0.50 B customized packages; high credibility, quality content 5.5% The bulk of the "negotiated" market; involves labor, sales cycles; $6.25 B tends to harbor the most inefficiencies in process; complexities being addressed with technology for some "non‐negotiated" 68.8% premium inventory Largely remnant inventory; "non‐negotiated" low CPMs; networks $2.33 B and exchanges operate this tier 25.7% Source: Arkose Consulting LLC @jpych @nextmark #dmphp Total $9.08 B
- 15. digital media planning is expensive @jpych @nextmark #dmphp
- 16. Number of Hours by Function per campaign Director of Ad Operations TOTAL PROJECT HOURS Campaign Coordinator Campaign Supervisor Campaign Manager Assistant Planner Media Director Media Planner Ad Trafficker Media Buyer Supervisor VP, Digital Phase Task Cost Project Scope Scope of Work Definition 10.0 3.0 3.0 2.0 1.0 - - 1.0 - - - - $ 1,978.18 TOTAL PROJECT SCOPE 10.0 3.0 3.0 2.0 1.0 - - 1.0 - - - - $ 1,978.18 Strategy Brainstorming Session 21.0 5.0 5.0 5.0 - - - 6.0 - - - - $ 4,050.91 Audit History / research / data review 14.0 1.0 2.0 1.0 1.0 - - 3.0 1.0 5.0 - - $ 1,781.82 Media Brief 5.5 - 1.0 4.0 - - - 0.5 - - - - $ 734.55 Target Audience Definition 6.0 1.0 2.0 3.0 - - - - - - - - $ 1,054.55 Develop / Agree on Objectives 6.0 1.0 1.0 3.0 - - - 1.0 - - - - $ 996.36 Prepare Strategic Plan 16.0 3.0 5.0 8.0 - - - - - - - - $ 2,836.36 TOTAL STRATEGY 68.5 11.0 16.0 24.0 1.0 - - 10.5 1.0 5.0 - - $ 11,454.55 Planning Develop Consideration Set 17.0 - 1.0 1.0 10.0 5.0 - - - - - - $ 1,418.18 Send RFPs 3.0 - - - - 3.0 - - - - - - $ 218.18 Collect Proposals 1.0 - - - - 1.0 - - - - - - $ 72.73 Evaluate Proposals 17.0 - - 2.0 10.0 5.0 - - - - - - $ 1,309.09 Negotiate / Prepare Buy options 20.0 - - - - - 20.0 - - - - - $ 1,018.18 Finalize Media Plan 15.0 - - - 10.0 - 5.0 - - - - - $ 981.82 Prepare and Deliver Client Presentation 14.0 1.0 1.0 4.0 5.0 3.0 - - - - - - $ 1,527.27 Revise Media Plan 5.0 - - - 5.0 - - - - - - - $ 363.64 Get Media Authorization 1.0 - - 1.0 - - - - - - - - $ 109.09 TOTAL PLANNING 93.0 1.0 2.0 8.0 40.0 17.0 25.0 - - - - - $ 7,018.18 Implementation Issue Insertion Orders to Publishers 2.0 - - - - 2.0 - - - - - - $ 145.45 Collect Insertion Orders from Publishers 3.0 - - - - 3.0 - - - - - - $ 218.18 Get Creative Specs 5.0 - - - - 5.0 - - - - - - $ 363.64 Gather creative Assets 47.0 - - - - - - 2.0 5.0 30.0 - 10.0 $ 2,974.55 Build Tags 20.0 - - - - - - - - - 20.0 - $ 945.45 Traffic Tags 10.0 - - - - - - - - - 10.0 - $ 472.73 QA/Confirm Tags are up 15.0 - - - - - - - - - 10.0 5.0 $ 672.73 Bill Client 12.0 - - - 5.0 5.0 - 2.0 - - - - $ 1,047.27 TOTAL IMPLEMENTATION 114.0 - - - 5.0 15.0 - 4.0 5.0 30.0 40.0 15.0 $40k / campaign $ 6,840.00 Execution Delivery Monitoring 24.0 - - - 2.0 5.0 - - 2.0 5.0 10.0 - $ 1,476.36 Optimization 24.0 - - - 2.0 5.0 - - 2.0 10.0 5.0 - >8% of budget on $ 1,530.91 Monthly Invoices 36.0 - - - 2.0 5.0 - 2.0 2.0 5.0 - 20.0 $ 2,123.64 TOTAL EXECUTION 84.0 - - - 6.0 15.0 - 2.0 6.0 20.0 15.0 20.0 agency overhead $ 5,130.91 Reporting Campaign Reporting 40.0 - - - - - - - 10.0 10.0 - 20.0 $ 2,400.00 Reconcile Invoices 40.0 - - - - - - - 10.0 10.0 - 20.0 $ 2,400.00 Prepare and Deliver Client Presentation 33.0 - 2.0 3.0 - - - 3.0 10.0 15.0 - - $ 3,134.55 TOTAL REPORTING 113.0 - 2.0 3.0 - - - 3.0 30.0 35.0 - 40.0 $ 7,934.55 Cost Per Media Plan 482.5 15.0 23.0 37.0 53.0 47.0 25.0 20.5 42.0 90.0 55.0 75.0 $ 40,356.36 Source: NextMark @jpych @nextmark #dmphp www.NextMark.com/calculator
- 17. it’s complicated @jpych @nextmark #dmphp
- 18. 42 steps Yikes! Source: NextMark www.NextMark.com/workflow @jpych @nextmark #dmphp
- 19. expensive + manual ------------------ = automation @jpych @nextmark #dmphp
- 20. Media Planning Tools Survey 1. MediaVisor 2. iDesk 3. MediaMind 4. Facilitate 5. Traffiq 6. Centro Transis 7. Microsoft Excel @jpych @nextmark #dmphp
- 21. Media Planning Workflow Tools Survey MediaVisor 9 iDesk 2 MediaMind 2 Facilitate 0 Traffiq 0 Centro 0 Microsoft Excel 52 iMedia Agency Summit Dec 2012 Show of hands survey, n=65 @jpych @nextmark #dmphp
- 22. Reasons for Failed Adoption 1. too cumbersome 2. too limited in functionality 3. too expensive 4. not integrated @jpych @nextmark #dmphp
- 23. Too Cumbersome 33 fields to add a @jpych @nextmark #dmphp placement
- 24. Too Limited Missing placements, rates, quantities, ad specs, sales contacts, media plans, IOs @jpych @nextmark #dmphp
- 25. Ad Serving Digital Switchboard Operators Research DSO Billing Email Excel File Sharing @jpych @nextmark #dmphp
- 27. Investment in Innovation Highest CPM but smallest % inventory; primarily sponsorships and customized packages; high credibility, quality content The bulk of the "negotiated" market; involves labor, sales cycles; tends to harbor the most inefficiencies in process; complexities being addressed with technology for some "non‐negotiated" premium inventory ? Largely remnant inventory; "non‐negotiated" low CPMs; networks and exchanges operate this tier @jpych @nextmark #dmphp
- 29. replace excel @jpych @nextmark #dmphp
- 31. independent agencies @jpych @nextmark #dmphp
- 32. 2 years in the making you are the first to see this… (I hope you like it) @jpych @nextmark #dmphp
- 35. better integration @jpych @nextmark #dmphp
- 40. better information @jpych @nextmark #dmphp
- 44. 6,000+ sites, mobile, video ad programs @jpych @nextmark #dmphp
- 45. better insights @jpych @nextmark #dmphp
- 48. better interface @jpych @nextmark #dmphp
- 50. better automation @jpych @nextmark #dmphp
- 56. better price @jpych @nextmark #dmphp
- 58. Ad Serving Research Billing @jpych @nextmark #dmphp
- 60. do you like it? @jpych @nextmark #dmphp
- 61. why is automation important? @jpych @nextmark #dmphp
- 62. Grunt Knowledge Worker Worker @jpych @nextmark #dmphp
- 63. Digital Media Planner Happiness Project @jpych @nextmark #dmphp
- 64. www.NextMark.com/dmp @jpych @nextmark #dmphp
- 65. Here at iMedia Steve Chris Joe Steve DuScheid Chris DeMartine Joe Pych Product Manager Director of Founder & CEO Business Development @jpych @nextmark #dmphp
- 66. thank you! @jpych @nextmark #dmphp