A GUIDE TO DIGITAL MEDIA PLANNING / BUYING - ACTIVATION · 2018-12-01 · A GUIDE TO DIGITAL MEDIA...
Transcript of A GUIDE TO DIGITAL MEDIA PLANNING / BUYING - ACTIVATION · 2018-12-01 · A GUIDE TO DIGITAL MEDIA...
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A GUIDE TO DIGITAL MEDIA PLANNING / BUYING - ACTIVATION
Tania Leichliter President / CEO
PRACTICAL AND TACTICAL
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Objective
How to use the Traveler Purchase Cycle to determine overarching strategy, objectives, and appropriate creative executions to execute on a full media strategy.
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DO WE START OUR VACATION PLANNING LIKE THIS?
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WHY? [Objective]
What do we want to experience?
• Adventure • Romance • Relaxation • Family Fun
• Culture • Beach
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WHY? [Success]
What would make this a successful vacation?
• Suntan - rested
• Muscle Soreness • Unplugged
• # of Museums visited • Visited 2 of the top 10 restaurants in city “x”
• # of times our kids said we were the “best parents EVER!”
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HOW?
How are we going to get there…
• Drive • Fly
• Fly - drive • Train • Bus
• Cruise / Boat
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QUESTIONS ANSWERED ✔
WHY? • Family Fun KPI (Success Measurement): • # of times our kids said we were the “best parents EVER!”
HOW? • Fly, willing to rent car
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WHERE? [Decision Time] San Diego – Zoo, Seaworld, Legoland, Safari Park Anaheim – Disneyland Los Angeles – Universal Studios
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SO WHY WOULD WE PLAN OUR MEDIA ANY DIFFERENTLY?
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Beginning the Planning Process
WHERE • To place the media
WHY • Overall marketing
objectives • Determining KPI’s
HOW • Creative executions
that speak to the “WHY”
How it’s been done…
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Evolution of the Planning Process
WHY • Overall Marketing
objectives • Determining KPI’s
HOW • Creative
Executions that speak to the why
WHERE • To place the media
How to do it better…
KPI: Key Performance Indicator – Success Measurement
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WHY [Define Your Objectives / KPI’s]
REACH FREQUENCY CIRCULATION
REACH FREQUENCY CIRCULATION
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OBJECTIVE: ACTIVATION
ONLINE TRAVEL SELLERS (OTA, SUPPLIERS) YOY ROOM NGTS, REVENUE, BOOKINGS, ADR, MARKET SHARE, BOOKING WINDOW POST IMPRESSION CONVERSION
CPC DEAL OFFERINGS
CLICK CONVERSIONS VIEW CONVERSION
MULTI-DEVICE DISPLAY / INTERACTIVE VIDEO PRE-ROLL
COST PER ACQUISITION POST IMPRESSION CONVERSION
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HOW? [Creative Mapping to Objective / KPI’s]
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HOW? [Creative Mapping to Objective / KPI’s] Words: watch, explore, learn Content: video, photos, brand identity
Words: plan, sign-up Content: itinerary builder, digital/print/video travel guides
Words: shop, compare, choose Content: pricing and value-focused
Words: book, buy, reserve Content: offer-focused
Words: share, follow, review Content: tools to share experiences
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HOW: ACTIVATION WHAT MAKES YOU BOOK?
1. PRICE CHANGES (SALES, OFFERS, DEALS) 2. INVENTORY AVAILABILITY (RISK OF PRICE
INCREASES)
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ACTIVATION [Integrated Ads]
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ACTIVATION [CPC – Deal Distribution]
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WHERE? [Finally…where do we place the media?]
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WHERE [Placing Media Based on the WHY + HOW]
TV, Print, Programmatic +
Data Display/Pre-Roll, Radio, Endemic Digtial, Native Content, Email
TV, Print, Programmatic
Display/Pre-Roll, Radio, Native
Content
OTA, MetaSearch, Supplier, Tour
Operator, DMO
Programmatic + Data Display/Pre-
Roll, Radio, Endemic Digtial, CPC,OTA,
Social Channels
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Consideration • Travelzoo, Shermans Travel, Smarter Travel, Dunhill
Deals, NYTime Getaways+ Audience Extension Deal Distribution
• Targeting: Comp Set, DMA’s, Previous Destination Search retargeting, Merchandising Sales, Affinity Targeting, Segmented Emails
Online Travel Agencies
• Content Targeting, Onsite Retargeting / Content, IP Address, Audience Extension
Travel Information Sites
• Affinity Targeting, Content Targeting, IP Address Ad Networks
Travel BT Vertical
• Comp Set Targeting, Onsite Retargeting, Affinity Targeting Metasearch
RETARGET, RETARGET, RETARGET
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Activation • Comp Set Targeting, Affinity Targeting, Multi-
Device/Cross Device, Onsite Retargeting, Offsite Retargeting – Audience Extension
Online Travel Agencies
• HP Takeovers, Email Suppliers Sites
• Retargeting DMO Website (if you have a booking
engine, or partner links to book)
• Some allow for the transaction to feel like it is happening within the metasearch environment
Some MetaSearch
RETARGET, RETARGET, RETARGET
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WHERE [Pricing Examples]
Media can also be purchased on: • Guaranteed CPC • Guaranteed CPV (for video) • Guaranteed CPE (cost per
engagement) • Guaranteed CPA (this is better for
hotels, attractions, activities, or email opt in)
• NOTE: data overlay / targeting always adds cost
• $2-$5 Display • $3-$8 Video • $8-$10 In-Stream • $2-$5 Mobile / Tablet
Standard - CPM • $8-$15 Display • $10-$17 Interactive Pre-Roll • $8-$10 Mobile / Tablet
Rich / Interactive CPM • $8-$60 Display/Video/Responsive • $8-$10 Mobile Expandable • $2-$10 Mobile Standard
Endemic (Travel Publishers)
• $5-$15 Display/Video/Responsive • $8-$10 Mobile Expandable • $2-$10 Mobile Standard
Non-Endemic (Publisher Direct)
• $.02 - $3.00 CPC Facebook/Twitter promoted content/ads • $10-$15 CPM Solus Email • $5-$15 Newsletter Sponsorship • $.50-$1.50 Affiliate CPC • $.25-$6 SEM • $4-$6 Customer Acquisition (Email Opt In) • Native Content: varies
Other
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Measurement
1. DID THEY COME? 2. WHAT WAS THE INCREMENTAL GROWTH IN
OVERALL ROOM NIGHTS, BOOKINGS, PASSENGERS?
3. WHAT DID THEY SPEND? This is what proves your economic impact – but unless you
connect your media tactics to each other throughout the traveler purchase cycle, this is difficult to prove.
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Other Forms of Measurement ARRIVALIST: Reporting that is able to show based on your digital media exposures – did those exposures result in a visit. SOJERN / ADARA: Looking at the conversion data post campaign to show those that were exposed / lift in visitation for those exposed – along with the value of that customer (room nights, length of stay, average daily rate, etc.) QUANTCAST: Multi-touch attribution modeling ROCKET FUEL: MasterCard purchasing data as an indicator of in-market spend = visitation. NSIGHTS: Increase YOY in destination search results and OTA conversion data. OTA: Ask for YOY Increases in bookings, room nights, etc.
***to name a few***
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Attribution
• Develop multi-touch attribution model • Look at your marketing strategy as holistic and all pieces working together to drive YOY results.