Finalizing the Media Plan

1. Finalizing the Media Plan April 20, 2011

2. Class Updates Final Media Plan is due and will be presented on April 27, you will each get 25 minutes to present No class on Wednesday May 4 so Emily can go to her concert! Make up class and Final Exam on Tuesday May 10, 6:30pm in our room, #500 Wednesday May 11 we will go over reporting and how to analyze campaign results. Wednesday May 18 your campaign analysis is due and it is our last class : (

3. Example Media Plan • Use Media Plan Example for your template • PDF, posted on the wiki last week • Make sure you have different placements for each site recommended • The exact location of your placement • shine.yahoo.com/astrology • Self.com/fitness/blogs/freshfitnesstips • Wsj.com/technology/personaltechnology

4. Example Media Plan • Have the impressions, CPM, Cost for each placement • Use the proposals from Disney, Orbitz and American Greetings to get an idea of how placements are expressed on the media plan and how much they cost • For each site you are recommending, look at their online media kit • Usually under “advertise with us” or just “advertise” • This will give you a true list of the site’s offerings • Do mock-ups for every site and the important placements

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6. Example Media Plan • What kind of Ad Unit? • Leaderboard?, sponsorship?, road block?, rich media? • Rich Media? • Anything that is non-standard • A standard ad unit is usually an animated gif that is no larger than 30k (now 50k is being pushed as the standard)

7. Rich Media • Games within Banner • Video within Banner • Floating ads or over-the-page banners • Synced ads • Push Downs • Expandables • Information captured or business conducted in the banner • Dynamic banners • Pop-Ups or Pop-Unders • Banners w/tabs of different information • Quizzes or Polls within Banner

8. Types of Rich Media Providers Eyeblaster Pointroll EyeWonder Unicast Atlas Rich Media Interpolls Klipmart Doubleclick Rich Media

9. Expandable

10. Video in Banner

11. Tabs within Banner

12. Full Page Expandable

13. Other types of Placements • RON – Run of Network • A Network is a group of many sites that are used together to build a specific target or gain reach • The CNN Network • All sites comprised under the CNN name • The CondeNast Network • All sites/publications owned by CondeNast • The ValueClick Network • A company that works with hundreds or thousands of websites and buys usually their remnant inventory • Inventory that has not otherwise been sold by their internal sales team • Excess or unsold inventory

14. Other types of Placements - Networks • Why use a network? • Efficiencies • Since most inventory on networks is not purchased by content but by target it is priced at a large discount • Networks are always used for Direct Response campaigns • Finding your target • Networks build targets or channels or verticals of inventory based on browsing habits, cookies, or disclosed information about a user • This information helps the network build the “womens channel” or the “tech vertical” or the “fitness target” • Reach • Since we are not using specific content on one site you can gain large reach by using a network

15. Other types of Placements • ROS – Run of Site • One site often sells its untargeted, unsold, non-content inventory at a discount • MTV.com – ROS placement can and will run anywhere within MTV.com • Because the placement can run anywhere it is discounted • Often ROS can be targeted to a demographic for a slightly higher CPM • MTV.com ROS – A18-34 • Both ROS and RON (and Networks in general) are often added into a plan to bring the overall CPM to a more efficient cost and/or to gain a little more reach w/o having to buy the MSN Homepage

16. Ways to Evaluate the Proposals • Use your KPIs/Success Measures to rate your proposals • Build a scorecard • Assign a certain weight to each KPI • Example: • If Reach is most important to your campaign assign a high number to those proposals with high reach • If reaching the right target is second most important assign a lower number to comp • If a sponsorship or other big ideas are important assign another number

17. Optimization • All campaigns are “optimized” • An evaluation of the success / failures of the campaign • Changes are made mid-campaign to try to boost the performance of the campaign • Ad units • Ad copy • Ad placements • websites

18. Optimization - KPIs • Delivery • Are the impressions you purchased being delivered? • CTR – Click Through Rate • Based on the impressions you are delivered are you getting a good percentage of clicks? • CPC – Cost Per Click • Based on your rate and the inventory delivered to date, what is your cost per each click delivered?

19. Optimization - KPIs • CPX – Cost Per “fill in the blank” • CPL – Cost Per Lead • CPA – Cost Per Acquisition • CPS – Cost Per Sale • CPI – Cost Per Interaction • CPE – Cost Per Engagement • CPPV – Cost Per Page Viewed • View Through • Someone saw your ad, DID NOT CLICK ON THE BANNER but then went directly to the site within a specified timeline and interacted on the site

20. Measurement • All campaigns are served and measured through a 3rd Party Ad Server • Because every site has a different traffic person, different requirements • Because every site measures an impression and a click differently • Because there would be too many tags to be implemented in order to measure all actions within a campaign • Because a third party has nothing to gain from inflating or deflating the delivery • Because billing on every different site’s ad platform would be a logistical nightmare

21. Measurement • 3rd Party Ad Servers • DART – Doubleclick, now owned by Google • Atlas – Originally started by and agency – Avenue A, now partnered with Microsoft • All rich media vendors have a 3rd party server offering now and are trying to steal business away from DART and Atlas

22. Sample DART Report