Media Planning & Brand Management - Stella Romagnoli · 2020-01-25 · Frequency • If reach is...
Transcript of Media Planning & Brand Management - Stella Romagnoli · 2020-01-25 · Frequency • If reach is...
Media Planning & Brand Management
Stella RomagnoliMarketing & Digital Communication
LUMSA 2018-2019
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Lesson 6.Key media metrics
Agenda
Key media planning metrics• Impressions• Reach and rating points
• Frequency• GRP’s (& TRP’s)
• C/GRP’sOnline media metrics:
• Impressions and viewability• Clicks and CTR
• Visitors, page views, conversion, hits
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• Advertising is placed in media in order to reach specific, defined target audiences.
• But how can we «translate» this capability?
• Which is the currency?
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Key planning metrics
Target audience
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Let’s imagine to plan aTV Campaign
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What are these?
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Contactsor impressions
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How many impressions?
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Gross impressions and Net Contacts
5 gross impressions3 net contacts
(people)
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REACH
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Reachrefers to the number or
percentage% of people in the target audience who will be
exposed to the medium where the message appears
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Let’s make an example
• Target = 100 people
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• Target = 100 people
• The medium that I plan (e.g. newspaper) is viewed by 50 people in target
Which will be my reach?
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What’s the math?
• 50 reached people/100 target audience=50/100= 50%
Reach%= 50%
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The higher the reach,The better
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Reach
From impressions to reach%
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From impressions to reach%
Reach%?
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Calculations: from impressions to reach%
Reach%?
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RATING POINTS
Understanding rating points
• Rating, especially in USA, is used as the baseline measurefor all media concept
• One rating point equals 1 percent of a particular target group
• It is the same as 1% reach
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FREQUENCY
Frequency
• If reach is the net percentage of the target universereached one or more times by a medium, frequency is the average number of times those persons are reached
• It’s «how many times» our target audience has the Opportunity To See (OTS) the message
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We need to repeat the messagein order to have it remembered
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How can we chose the right frequency?
Effective Frequency’s doctrine
• Herbert Krugman’s idea is that 3 sequential psychologicalimpressions are necessary for advertising to induce consumers to act:
1. The first is to stimulate UNDERSTANDING (and to prompt the respondent to ask: «what is it?»
2. The second is to cause the respondent to EVALUATE(«what of it?») and RECOGNITION («I’ve seen thisbefore»)
3. The third exposure REMINDS: a process that leads to buying (and also to disengagement: «I’m not longerinterested»)
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But there is not a scientific rule.
Effective frequency
How to decide the optimal frequency? How many times do we need to repeat the message?It depends on many factors: the message relevancy, the creativity and the media
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q new product/service?q very interesting product/service?q new advertising campaign?q Very impactful creativity?q Young and «quick to grab messages» target
audience?q Crowded media?
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AVERAGE FREQUENCY reports
the average number of times a person is exposed to an advertising schedule
Average frequency
30
Averagefrequency?
How to calculate average frequency
Gross impressions/Net contacts= 6/3 = 231
Averagefrequency
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Let’s try with some examples
Try and calculate
• Target audience: 100 • Gross Impressions 400• People who saw the message: 50
Which is the average frequency?
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Try and calculate
• Target audience: 100 • Gross Impressions 400• People who saw the message: 50
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400 grossimpressions
How many net contacts?
Try and calculate
• Target audience: 100 • Gross Impressions 400• People who saw the message: 50
Gross impressions: 400 /Net contacts: 50 =
400/50 = 8Average Frequency= 8
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Try and calculate
• Target audience: 100 • Gross Impressions 400• People who saw the message: 50
Which is the REACH%?
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Try and calculate
• Target audience: 100 • Gross Impressions 400• People who saw the message: 50
Net contacts: 50 /Target audience: 100 =
50x100/100 = 50%Reach%= 50%
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And now the mostimportant metric of advertising planning
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GRP’sGross Rating Points
GRP’s
• We can define GRP’s as the units of the advertising «pressure»
• They are the result of
REACH% (X100) X AVERAGE FREQUENCY
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GRP’s: Gross Rating Points
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GRP’s?
Reach% x 100 x Frequency = 50 x 2 = 100
GRP’s
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If the frequency is 1GRP’s = ?
GRP’s
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If the frequency is 1GRP’s = ?
Reach%
Example
• Target audience: 100 people
• I buy an advertisment on the newspaper that is read by 20 people in target
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Which reach% do I get?
Example
• Target audience: 100 people
• I buy an advertisment on the newspaper that is read by 20 people in target
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Which reach% do I get?
20%
How many GRP’s?
Example
• Target audience: 100 people
• I buy an advertisment on the newspaper that is read by 20 people in target
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Which reach% do I get?
20%
How many GRP’s? 20
GRP’s: another way to calculate them
• GROSS IMPRESSIONS x 100 / TARGET =
• (net contacts x average frequency x 100) / target =
• (net contacts x 100 / target) x average frequency =
• REACH% (x100) X AVERAGE FREQUENCY
• 6 x 100 / 6 = 100
• 50% x 100 x 2 = 100
It’s really an easy way to calculate GRP’s, since weusually don’t know the duplication of exposure (and so the net contacts)
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But the easies way to calculate GRP’s is…
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Adding up all the rating points of each media
GRP’s: adding up all the rating points
Adding up all the rating points (reach%) of each AD
• 1� spot = 50 (rating points = reach)
• 2� spot = 33 (rating points = reach)
• 3� spot = 17 (rating points = reach)• Total = 100 GRP’s (GROSS rating points)
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Let’s see if youunderstood
• Target audience: 200 people
• 1 advertisment on La Repubblica is read by 20 people in target
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Which is the REACH%?
How many GRP’s?
• Target audience: 200 people
• 1 advertisment on La Repubblica that is read by 20 peoplein target
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Which is the REACH%?10%
How many GRP’s?10
A more complex media plan
Target audience: 100 people
1 advertisment on Messaggero that is read by 10 people in
target +1 advertisment on Corriere della Sera that is read by 20 peoplein target
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Which is the REACH%?How many GRP’s?
A more complex media plan
Target audience: 100 people
1 advertisment on Messaggero that is read by 10 people in
target +1 advertisment on Corriere della Sera that is read by 20 peoplein target
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Which is the REACH%?I CANNOT KNOW.
I don’t know the duplications of exposure
A more complex media plan
Target audience: 100 people
1 advertisment on Messaggero that is read by 10 people in
target +1 advertisment on Corriere della Sera that is read by 20 peoplein target
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But I can calculate GRP’s:10 + 20 = 30
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So,how can we calculate reach%?
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With specific softwareUsed by media agencies
Media agencies
• Media agencies are specialized in media strategy, planning and buying media
• They use special softwares (Kubik or Galileo / Supernova by Memis) that elaborate data from media audience surveys and calculate exposure duplications
• So that we can estimate net contacts and reach%.
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1. We start with target audience definition
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Using media audience research segmentation variables
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Target audience definition
2. Than we get the in-target audience ranking
Cover: net contacts Reach%
TRPs?
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TRP= Target Rating Pointsame thing as GRP’s
TV audience ranking
GRP’s
impressions
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3. Then we choose a combination of media vehicles
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Quantity of differentplanned ads
Frequency on target audience Reach% TRPs = reach% x freq.
And we have the plan
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Quantity of differentplanned ads= 18 Average frequency = 4 Reach% =59,9%
TRPs = 260,1
There may be discrepancies due to rounding (frequency…)
GRP’s are the most importantmetric in advertising planning
(together with the budget)
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TV planning is measured in GRP’s
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We track our competitors’ GRP’s to calculate Share of Voice and forecast their strategy
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Let’s see some metricsrelated to media costs
Media buying: net and «net net»
Rate card:
• 150.000 €
Discount:50.000 €
Net Price:100.000 €
Agency Commission 15%
Net net price:85.000 €
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invoice
Net and Net Net
• Net price is the price calculated after the negotiation(rate card – discount)
• Net net price is the price of the invoice (net price minus15% of Agency commission.
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Media efficiency: costs Vs. rating points
To compare media vehicle, we can use the ratio betweencost and GRP’s, that’s called:
C/GRP’s (Cost/GRP’s)
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Or we can use cost Vs. contacts (usualy for print, consideringCirculation),:
C/C (Cost/Contacts)
But let’s do some practice…
1.
• I prepare a media plan with newspapers. La Repubblica has 10% target reach and Corriere della Sera 5%.
• If I plan 2 ads on Repubblica and 3 on Corriere della Sera, how many GRP’s will I get?
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2.
• With 300 gross impressions and 50 net contacts on a target of 100 people
1. Which is the REACH%?
2. Which is the average FREQUENCY?3. How many GRP’s?
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3.
• I have a target of 100 people. My media plan gets a reach% of 30%.
• How many net contacts I get?
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4.
• My media plan costs 100.000€• If I have planned 100 GRP’s, which is my C/GRP’s?
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GOOD WORK!
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Now let’s go on with online metrics
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IMPRESSION
LUMSA - Pianificazione e Controllo della ComunicazioneStella Romagnoli
We find «impressions» also on the web• Internet impressions represent persons potentially
exposed to our ad or sponsored link visible on a web page.
Web impressions
We count an impression when a web page is uploaded by a browser• Nobody can assure us that there is a person and not a
robot
• Nobody can say if the message is really seen by thatperson
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When do we consider an ad seen?
Viewability (5’55”)
Viewability
The Internet Advertising Bureau (IAB), defines a «viewable» impression as the one that at least 50% of pixels of a display ad be visible for at least 1 second• For desktop video the standard is to be 50% visible for at
least 2 second• For Large Display: 30% of the pixels for at least 1second.
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Viewability: desktop, IAS report 2018
Fonte IAS, Report sulla Media Quality 1 semestre 2018
Viewability: mobile
Fonte IAS, Report sulla Media Quality 1 semestre 2018
Time-in-view?
Fonte IAS, Report sulla Media Quality 1 semestre 2018
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CLICKS
Clicks
When a mouse clicks on an ad or a link, it takes the user to a page on the website.
CTR (clicks-through-rate) = is the ratio between
CLICKSIMPRESSIONS
It’s a measure of our ad’s ability to provoke interest
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CTR =
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VISITOR
Visitors
• VISITORS refer to the total number of internet users whoarrive at a website, some of whom may have visited the site more than once.
• Visitors behaviour on a site varies: some stay only verybriefly, while others may navigate around the site examining its content.
• It’s important to consider the «time per person»
• UNIQUE VISITORS (or UNIQUE AUDIENCE) are who visitthe web site counting each person only once during the reporting period.
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PAGE VIEWS
Page Views
• PAGE VIEWS are the gross number of times particularpages are accessed - Without regards to the number of different individuals accessing the page.
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CONVERSION
Conversion
• CONVERSION is the number or the percentage of visitors to a website who go on to take action, a more useful measure than page views.
• The action could be making a purchase while on the website or filling out a form to request information.
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HITS
Hits
• HITS are easily confused with clicks and website visits.
• When someone visits a website and clicks on its content(links, graphics, or text) that is a HIT
• Hits are NOT clicks or visitors! They are useful to assessusers’ interests (e.g. what content gets a lot of hits?)
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Avilable data depends on the research
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Audiweb January 2019 report
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LUMSA - Pianificazione e Controllo della Comunicazione
In Italy Audiweb measures internet audience
• Unique audience (net contacts)
• Total digital audience (gross impressions)• Total page view• Time per person
Stella Romagnoli
But today these are jurassic data…
Next lesson we’ll talk aboutplanning and buying internet
advertising
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ThanksSources:
The media handbook - Helen Katz – 2017
Media planning & buying in the 21st century – Ronald Geskey – 2017
When Ads work – John Philip Jones – 1995
Online Marketing Foundation – Ted Batesole – Lynda.com
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