Planning a Digital Campaign for the Youth Audience
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Transcript of Planning a Digital Campaign for the Youth Audience
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Planning a digital campaign for the youth audience.
So what do we mean by ‘youth’?
Q: Is it him?
“Kevin” the teenager
A useful definition
Generation Y, the generation following Generation ‘x’
The ‘Tweenies’ to the ‘young adults’
Those individuals aged 11 – 25
Common characteristics
Grew up with the internet
Grew up with an already fragmenting media world
Consume media on demand
Use technology in distinctly different ways
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Watching TV Reading Newspaper
Reading Mag Listening to Radio
On PC/Internet Listening to Music
Watching Videos
The youth commitment to the digital space
Source: Synovate, Young Asians 2008
% who used in the last 30 days
Internet activities
Source: Synovate, Young Asians 2008
The fragmented youth internet audience
All audiences on the internet are fragmented
Search represents around 6% of the pages viewed , that’s 420m number of pages viewed every
month
The leading social media and portals represent around 15.5% of the total pages
viewed, that’s approx.1bn number of pages viewed
every month
The majority of online activity is across 5.5bn number of
pages every month
Sources: Hitwise Singapore, ComScore World Metrix, Internet World Stats, Google, Nielsen
Fast Facts
3.4m Unique Visitors Regularly Online
90,000 Websites Visited Every Month
7bn Pages Generated Every Month
1,785 Pages for Every Unique User
70 Sites for Every Unique User
Ave. 21hrs Online Each Month
All media in the modern age is fragmented
Agencies and vendors work together to make sense of the landscape for you
We can provide examples of campaigns and results in action
We offer a simple route to purchase across this landscape
Online is the most transparent and easily tracked in the world
We can demonstrate the proven benefit against the stated objectives using technology
Step 1 – Don’t panic
Branding
Total reach, average frequency
Cost of reach, average CPM
Lead GenerationTotal click-through-to-site
Average cost per lead
CTRs by site (NB a ‘Network’ is 1 Site)
Average cost per lead per site
CTRs by format
Average cost per lead per format
CTRs by creative
Average cost per lead per creative
ConversionsSingle Session Conversions
Total conversions
Cost of conversion
Step 2 – Define the objectives
Spot
Buy
Spot
Buy
Site Select
Site Select
NarrowcastNarrowcast
Broadcast Broadcast
High-Impact Hook
Consumer Core
Customer Acquisition
Knowledge Foundation
High CPM
Low CPM
Step 3 – Scheduling to fit budgets and needs
Research tools – Four Data Suppliers
Hitwise
- ISP sampling (e.g. Singtel / Starhub)
NetRating, ComScore
- Consumer Sampling
Alexa
- Toolbar
Google Ad Planner
-Free to use tool
All have weaknesses
Guide to size of sites NOT performance
Won’t isolate the youth audience
Do serve as a useful starting point
Working together
Buyers and vendors in close communication
Issue the full brief
Focus on campaign objectives and audience
NOT price and budget
Step 4 – Researching sites & channels
A multi-publisher schedule is key
The internet audience is dynamic
NO one site can deliver your audience
Reach your audience in the pockets of the internet where they are prevalent
Task vendors with targeting the audience more precisely and creatively
Track performance separately
Over-farming depletes response
Challenge them on improvement and drop low performing media
A suite of large and medium sized sites is a far better solution that one site
Step 5 – Multiple publishers for one audience
From brief to schedule
Spot
Buy
Spot
Buy
Site Select
Site Select
NarrowcastNarrowcast
Broadcast Broadcast
Gaming & Social Channels
Network Demo-Targeted
Using technology to interpret results
Use of technology for serving, tracking and accountability metrics
Encourage clients to invest spend based on
measurable results
Empowers planning teams to make
appropriate planning decisions
Trained account managers helps you
understand performance
25% of media consumption is online
Let’s NOT accept residual budgets
Let’s use audience sizes to calculate spends
Let’s justify those spends based on traceable metrics
Online always win the Reach and Frequency debate
How much should I spend?
Thank you for listening ...
Matt SuttonManaging DirectorAktiv [email protected]
Tel: +65 8138 9597Twitter.com/AktivDigital
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