Deck for MTU Students

Departments In Advertising Agencies

• Account Executive• Creative• Media– Planning– Buying

• Traffic• Legal• Accounting

What is a Digital Media Planner

• Digital Media planner is a job title in an advertising agency or media planning and buying agency, responsible for selecting digital media for advertisement placement on behalf of their clients. The main aim of a media planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers[1]. Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (often including psychology and neuroscience).

WikiPedia

What Is Digital Media?

• Any storage device that holds digital data*.

PCMags.com

Step 1: Prior to receiving the objectives, educate clients on the benefits of digital advertising

Digital Research Tools Available For Step 1

• eMarketer

• Forrester

• Compete

Why Should You Advertise Online

• Measurability (ROI)– Cost and efficiencies

• PPC• Real time optimizations

– Creative test• Targeting• It’s where consumers spend their time

– Researching– Communicating & sharing opinions– Entertainment

• Better user experience– One click away from as much information as possible. – Shorter purchase cycle

• Size• It’s what competition is doing

Targeting Capabilities

Contextual targeting

Profile targeting

Geo targeting

Search re-targeting

Occupational targeting

Fan targeting

Database targeting

Behavioral targeting

Demographic targeting

Re-targeting

Survey targeting

Behavioral Targeting New Guidelines

Media Usage – Consumer’s Time

•8 hours of media per day

Media Usage – Consumer’s Time | Internet TV

• Google TV– New to the market in October 2010. Can connect with a Logitech box

or built directly into Sony TV’s.– Connects with:

• Netflix• Youtube• FlickR• Twitter

– Prices:• Logitech box $300, additional charges for Camera and mini controller• Sony TV’s range from $600 for 24’ to $1,400 for a 46’

• Pandora• Skype• Vevo• Google Chrome

Source for TV: Nielsen Media Research, 9/21/09 through 4/26/10Source for Yahoo!: comScore, March 2010

Yahoo! vs. TV | P18+Yahoo! Average Daily Audience Compared to TV

(Viewers or Unique Visitors MM)

Media Usage - Size

Media Usage – Advertising Spend

Step 2: Take a look at what the competition is doing.

Digital Research Tools Available For Step 2

• Comscore

• Ad Relevance

Step 2: Analyze The Creative & Look At Publishers Utilized

Step 3: Client to provide objectives and planner to come up with strategy

Step 3

Objectives

Strategy

Increase overall sales by 5% in 2011

Up sell current customers and target new customers

Once objectives have been determined digital planners come up with strategies and tactics.

Step 4: Once the strategy has been set the planner then determines the tactics

Digital Research Tools Available For Step 4

• Comscore

• @Plan

• Ad Planner (free)

Step 4 Tactics

• Digital advertising is segmented into multiple categories:– Search– Display advertising– Social – Video– Email marketing– Mobile

Step 4

Objectives

Strategy

Tactics Tactics Tactics

Increase overall sales by 5% in 2011

Current customer: Email marketing

New customer: Search

Once objectives have been determined digital planners come up with strategies and tactics.

Up sell current customers and target new customers

Current customer: Re-Targeting

Step 5: After the tactics have been purchased, digital planner analyzes results

Digital Research Tools Available For Step 5

• DART

• Atlas

• Google Analytics (free)

• Dynamic Logic (awareness campaigns)

• Insight Express (awareness campaigns)

Step 5:

Step 6: Optimize based on previous results

Step 6

Class Assignment

• 1. Go to Alexa.com and gather the following information on http://www.mtu.edu/– Number of sites linking to MTU– What are the top 3 keywords that are driving traffic to MTU– What were the top 3 sites that drove traffic to MTU (under click stream)

• 2. Go to https://www.google.com/accounts/ServiceLoginAuth?continue=https%3A%2F%2Fwww.google.com%2Fadplanner%2F&service=branding&ltmpl=adplanner then to the search by audience tab. For geography select

Marquette Michigan and for demographic choose Male & Females 18-44. What are the top 5 sites by composition index and by reach?