Dicomm Media Canada Media Buyer
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Canada Media
Dicomm Media
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Agenda•2012/13 Canadian Test Campaign (November-January)
—Demographic Info—Recommended media options—Sample TV programming—Magazine—Outdoor—Digital—Media Plan development process/ considerations
Dicomm Media
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Campaign Overview
Schedule:
November 19, 2012 – January 30, 2013
Target Audience:
Male/Female 14-35
Core Audience 18-24
Medium:
:30 second Television Ads
Full page magazine
Outdoor
DigitalDicomm Media
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Canadian Population Distribution
Dicomm Media
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Population by Ethnic Origin
Dicomm Media
British Isles origins
French origins
European origins
Arab origins
West Asian origins
South Asian origins
East and Southeast Asian origins
African origins
Pacific Islands origins
Latin, Central and South American origins
Caribbean origins
Aboriginal origins
Canadian origins
Other origins
Multiple origins
British Isles Only
British Isles and French
British Isles and Canadian
British Isles and other
British Isles, Canadian and other
French Only
French and Canadian
French and other
French, Canadian and other
Canadian and other
British Isles, French and Canadian
British Isles, French and other
British Isles, French, Canadian and other
Other Multiple Origins
Source: Stats Canada
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Ethnic Diversity in Toronto
Dicomm Media
Ethnic Populations in the Greater Toronto Area
Chinese
South Asian
Black
Filipino
Latin American
Southeast Asian
Arab
West Asian
Korean
Japanese
Visible Minority
Not Visible Minority
Source: Stats Canada
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Media Allocation
Dicomm Media
TVMagazineDigitalOutdoor
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Advantages of TV Advertising in Canada
Television has the highest daily and weekly reach of any medium in Canada
Television is well suited to marketing products and developing brands with broad appeal
Canadian Television is cost efficient
Dicomm Media
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TV
Dicomm Media
Audience
TorontoVancouverCalgaryNational
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TV Advertising – Key Strengths
Dicomm Media
Advertisers can generate a level of trust, emotion and excitement and create a long lasting and
memorable brand and corporate image.
The average Canadian Adult Aged 18+ spends 29 hours per week watching television and watches over
25,000 TV commercials annually
According to 2011 Angus Reid Strategies survey, television continues to be Canadians' most influential form of advertising.
Source: TVB Canada
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Canadian TV Statistics
Dicomm Media
• Toronto ranks 5th, Montreal 13th, and Vancouver 23rd in
the North American TV Market Ranking
• There are 13,471,000 households in Canada with 99% having a TV
• There are approximately 310 TV stations on Canadian TV
• 44.1% of adults aged 18+ said they were most receptive to
advertisements when the were watching TV
Source: TVB Canada
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The Planning Process
The following steps are taken:
Target Audience Analysis Media Usage Understanding
Media Objectives Media Strategies and Tactics
Media Selection Communication Goals
Media Pricing (estimates) and Market Conditions Approval and securing plan
Timeline and Trafficking of materials
Dicomm Media
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Buying Strategies
Television
• Select TV dayparts with strongest reach potential balanced with efficiency
• Network affiliates still provides greater reach
• Select cable networks considered • Synergistic programming
• Schedule activity to reflect response action• Consider retail/ shopping patterns (Wed – Sat)
Dicomm Media
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Buying Strategies Cont’d
• Purchase Fixed inventory• Higher Rated• Proven higher response• GRPs and clearance guaranteed• Ability to negotiate value-added
• Include portion of DR activity• Lower out-of-pocket rates• Considered remnant inventory, immediately pre-emptible• May not clear – especially during last two weeks of any month, in 4th Qtr and heavy political
seasons
• Program Selection• Balance of high ratings and cost value• Synergistic with message, support brands values• Strive for at least 20-25 spots/wk
Dicomm Media
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Time Table
Consider immediate to begin on November 19, 2012 – January 30, 2013
Media Planning Process = 4 weeks
Recommended buy time:National = 2 weeks priorLocal TV, digital = 2-3 weeks priorOutdoor = 3 weeks priorMagazine = Remnant Only
Dicomm Media
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TV Networks
Dicomm Media
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MTV Canada
Dicomm Media
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MTV Canada
Dicomm Media
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MTV Canada
Dicomm Media
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MTV Canada
Dicomm Media
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Much Music
Dicomm Media
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Much Music
Dicomm Media
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Much Music
Dicomm Media
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Much Music
Dicomm Media
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English Shows
Dicomm Media
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English Shows
Dicomm Media
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English Shows
Dicomm Media
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English Shows
Dicomm Media
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Campaign Summary
Dicomm Media
Total Investment: $106,866
Total Audience 4,178,200
Total Spots 375 plus bonusing
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Additional Plan Considerations
Target audience analysis based on product purchaseEfficient daypart AllocationKey Program selection
Consider sponsorships/promotions
Key purchasing cycle/ seasonality
Advertising weight levelsDetermine best reach and frequency
Dicomm Media
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Audience
Dicomm Media
Projected Total Audience Reached 4,178,200
Toronto/GTA 1,911,000Speciality (Much Music, MTV) 1,314,600 Montréal Eng. 539,000Calgary 396,300Vancouver 385,300Other National 171,000
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Magazines
Dicomm Media
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Magazines
Dicomm Media
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Magazines
Dicomm Media
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Other Print
Dicomm Media
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Magazine Buy Strategy
Buy on remnant discounted inventory
Standby opportunities December, January, February, March 2013 issues
Dicomm Media
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Outdoor Media
Dicomm Media
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Outdoor Media
Dicomm Media
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Outdoor Media
Dicomm Media
Montreal Blvd St Catherines Bus Wrap Loop
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Outdoor Media
Dicomm Media
Short term….NOV - FEBRUARY
Horizontal and Transit Shelter Posters Bought on remnant
Standby availability in Toronto, Vancouver, Calgary
$30,000 BUYS APPROX 50 UNITS AT 60% DISCOUNT
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DICOMM MEDIA
• Founded in New York in 1995 Established in Canada 2001
• Experienced team of Media Professionals
• Deliver expert guidance and optimize advertising expenditures in the US & Canadian market
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Naaz JiwaOver 20 years dedicated media planning and buying
experience across all media forms at large Canadian full service agencies and buying services
Recent positions include Group Trading Director, Mediaedge CIA Source
Previous clients include Yorkdale Mall, Home Depot, Clorox, Warner Brothers, Johnson & Johnson, Bell Canada, Young Drivers of Canada
Leading Expert on Ethnic Media in Canada
Dicomm Media
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Naaz Jiwa, Dicomm
Dicomm Media
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Dicomm
Dicomm Media
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Dicomm
Dicomm Media
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Dicomm
Dicomm Media
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Dicomm
Dicomm Media
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Boohoo.com
Digital Options Canada
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BEHAVIOURAL SEGMENTSOnline Retailer
4949
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?
5050
Conversion Case Study
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Provincial Travel Campaign
Phase 1: generate conversions. eyeDemand utilized BT to reach relevant users.
Phase 2: achieve a low CPC. eyeDemand targeted lower cost inventory & removed BT.
Phase 3: generate conversions. Revert to initial targeting to maintain high conversion rates. Key Learning: Focusing on low cost clicks does not correlate to driving cost effective conversions!
2XConversions with behaviouraltargeting In conversions
with eCPC focus
50%
3XConversions when reverted to behaviouraltargeting
Travel and Tourism Case Study
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?
5252
Examples
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OPTIMIZATION & Reporting
REPORTING:Upon completion, you will receive a final post-report including:
Impressions, Clicks, CTR, Interactions, Time spent eCPM & eCPC Top Performing Bsegs Most and Least Efficient Audience Best Potential Audience Optimization History Key Learnings Future Recommendations Custom reports available upon request
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eyeDemand Analysts will review your campaign metrics on a daily basis and optimize based on your specific key performance indicators.
OPTIMIZATION:Campaigns are optimized based on a number of key metrics:
Remove underperforming Bsegs Add well performing Correlated Bsegs Creative Message Ad Format Frequency Day of the Week Time of Day Geographical Location
5353
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DOMAINS SERVING eyeDemand ADSeyeDemand™ Site List
eyeDemand uses the Google and AppNexus Ad Exchanges which gives us access to over 50,000 different publishers. Below is a sample list of some of the English properties your campaign may appear on.
5454
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Pre & Post Campaign Analysis
Dicomm Media
Canadian Boohoo.com Consumer Survey:
• Pre & Post Campaign Survey
• Estimated sample size = 500
• Measuring age, gender, Boohoo.com Brand Recognition vs other e-tailors
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Dicomm
DICOMM MEDIA
Print Media Digital SponsorshipsOut-of-Home Broadcast Research
Thank you!