Media Planning/Buying Issues
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Transcript of Media Planning/Buying Issues
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Interactive Brand Interactive Brand CommunicationCommunication
Class 10Class 10
Media Planning/Buying IssuesMedia Planning/Buying Issues
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Ad Placement IssuesAd Placement Issues
Delivery among Targets (Targeting Capabilities)Delivery among Targets (Targeting Capabilities)
Advertising Pricing (& Cost-efficiency) Advertising Pricing (& Cost-efficiency)
Reach (by entire buy, if possible)Reach (by entire buy, if possible)
Frequency (by entire buy, if possible)Frequency (by entire buy, if possible)
Ad Position EffectsAd Position Effects
BPI Value of a VehicleBPI Value of a Vehicle
Qualitative Values Qualitative Values
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Delivery Among Targets Content FitContent Fit
based on analysis of consumer characteristics, based on analysis of consumer characteristics, interest, values & lifestyle, etc.interest, values & lifestyle, etc.
Size of Delivery (target impressions, when Size of Delivery (target impressions, when possible):possible):
% delivery breakdown by consumer groups – % delivery breakdown by consumer groups – demographic, geographic, usage, etc.demographic, geographic, usage, etc.
Site Reach & Target Reach Site Reach & Target Reach
site reach: total unique users of the sitesite reach: total unique users of the site
target reach: target unique users as % of total target reach: target unique users as % of total unique usersunique users
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Delivery Among Targets
Site Frequency Site Frequency
frequency control capabilitiesfrequency control capabilities
Targeting Capabilities Targeting Capabilities
geodemographics, behavioral, any desired geodemographics, behavioral, any desired option, etc.option, etc.
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Ad Pricing
Sources for Web Advertising Sites & Rates Who sells ad space on the Net? How much does it cost?
Ad Pricing Methods & Cost-Efficiency How is ad priced and its cost-efficiency
determined?
Tactics of Buying & Selling Ad Space
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Ad Pricing Sources for Web Ad Sites & Rates
• SRDS Interactive – general source– covers the largest number of sites
• PSA Banner Ads -- PSA only
• Ad NetworksDoubleClick (www.doubleclick.net)24/7 Media (www.247media.com)Link Exchange (www.bcentral.com)
• Ad Auction (www.adauction.com)
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Ad Pricing Ad Pricing Methods & Cost-Efficiency
CPM (Cost-Per-Thousand) Impressions: • Cost for 1000 pages or ads displayed or
requested (page views or ad views)• Most popular method• Current Rates at $5 - $100• Rate varies by site (branded sites charge
more) and by targeting option (the more specific, the more expensive)
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Cost Per Click (Click-Through)• Paying only for the number of click-throughs
made (those who clicked the given ad and linked to the destination page –mini-page in the current site or advertiser’s site)
• Demanded by direct response advertisers, though its use or popularity is decreasing
• Higher rates than CPM
Ad Pricing Ad Pricing Methods & Cost-Efficiency
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Cost Per Sales • Paying only for the completed sales
transaction (in terms of so much $ or % of the sale, which varies on the value of the item sold)
Cost Per Sales Leads • Paying for other desired actions leading to
sales (store visits, leaving info for contact, test-drive, etc.)
Ad Pricing Ad Pricing Methods & Cost-Efficiency
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Flat Fee• A set amount charged, regardless of #
impressions or clicks • Used often for content sponsorships• Rate may range from $200 to $200,000 per
month
Ad Pricing Ad Pricing Methods & Cost-Efficiency
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Ad Pricing Ad Pricing Methods & Cost-Efficiency
CPVT (Cost per View-Through)
• Number of those who are exposed to the ad and take action within 30 days of the exposure
• New approach, getting popular for branding marketers
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Ad Pricing Ad Pricing Methods & Cost-Efficiency
Auctions• Price determined via auction• May be much lower
Hybrid Pricing• Combining two or more methods• Popular method
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Tactics of Buying and Selling Ad Space
Study Competitive Pricing Be Open to Negotiation Flexibility is the Key
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Reach
• Unduplicated audience = Unique usersexpressed in number or % of total online population
• Reported by week, month, quarter
• Tactics of building reach (in general): – Use many content categories; use multiple sites
within a category (thru ad networks); use top sites in unique users (costly); and/or buy keywords at search engines
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Frequency
Average # of times the target is exposed to ad Issue: How much is optimal?
Limit ad frequency to avoid burnout? Or the more the better?
How much is too much? -- depends on the goal (direct response vs. branding), and many other factors.
3 exposures in a purchasing cycle? Tactics of Building Frequency:
Use one or two content categories; use one or two in each category
Develop and rote multiple banners within the same site
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Ad Timing
When is the best time to run ads? Least developed, increasingly important area –
how ad timing is related to the desired response Advertising will be most effective when delivered
right before one is about to make a purchase decision or when he searches for the relevant information
Traditional tactics may apply (e.g., double-spots, roadblocks, etc.)
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Ad Positions within a Site
Keep the Message Close to Page Content (Place at the Top and/or Bottom of
Page??) Place a Third Way Down Close to the
Scroll Bar
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BPI Value Assessment Most useful for direct response marketers
NetScore by comScore Network Inc. – see Table
BPI overall vs. BPI by Product Category (ROI or cost-efficiency indicator)
100 = average likelihood of purchase; <100 = above average; >100 = below average; the larger the BPI, the more ROI (cost efficient) the buy
Example: a site with overall BPI of 120 (site visitors are 20% more likely than an average Internet user to purchase anything); a site with BPI of 120 for Travel (site visitors are 20% more likely than an average Internet user to travel)
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BPI Value Assessment
Other Valuable Information (see the table in Experiential Exercises)
Unique User weighed by BPI:
Indicates the relative volume of sales to be generated by site; the larger this number, the larger the sales
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Qualitative Values
content match
ad clutter
audience loyalty/site stickiness
ad inventory availability
category exclusivity
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Qualitative ValuesQualitative Values
any added value (special deals & any added value (special deals & discount)discount)
image and reputationimage and reputation
Read Zeff & Aronson book for others Read Zeff & Aronson book for others (reporting quality & frequency, (reporting quality & frequency, performance guarantees, etc.)performance guarantees, etc.)