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Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki

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Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki

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Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating- Gina Tarnacki

  1. 1. Media Buying for Travel: Advertising Specs, Payment & the Art of Negotiating Gina Tarnacki
  2. 2. Speaker: Gina Tarnacki
  3. 3. The Basics of How to Buy: Goal • Branding or ROI? • Impressions: How often your ad is shown. • Clicks: How often your ad is clicked on. • Conversions: The number of times a user takes a desirable action from your ad.
  4. 4. How to Buy: Ad Cost Options • CPC / PPC • CPM • CPA • Flat Rate
  5. 5. Banner / Text Ad Media Buy Basics • Best Sizes • Best Locations • ROS vs. Specific Pages
  6. 6. Media Buying for Email Marketing • How big is the list? • What is the open rate and CTO? • Can the list be segmented? • Negotiate, negotiate, negotiate.
  7. 7. Not All Ad Buys are Created Equal How Publishers Want You to Buy vs. How You Should Buy What Publishers Want 1st Choice: Flat Rate 2nd Choice: Impressions 3rd Choice: CPC 4th Choice: CPA What You Want 1st Choice: CPA 2nd Choice: CPC 3rd Choice: Impressions 4th Rate: Flat Rate Why the Big Difference?
  8. 8. The Art of Compromising • Capping • Value Adds • More Changes for Creatives • Lower Flat Rate or CPM Ultimately, though… You want it, you might just have to pay it the publisher’s way. Is it worth it to pay it their way? • Average Impressions/CTR • How many conversions will that get you? • What must you make/gain to break even?
  9. 9. The Art of Negotiating • Get the Media Kit • Hold Your Top Price • No Emailing • End of Quarter • Be Prepared to Walk Away …and remember, you’ll be working with these people after.
  10. 10. The Contract • Out Clause • Payment Terms • Data Calculating • Verbiage and Images for Placement • Why the IAB is Your Friend
  11. 11. Questions

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