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Finalizing the Media PlanApril 20, 2011Class UpdatesFinal 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 : (

Example Media PlanUse Media Plan Example for your templatePDF, posted on the wiki last week

Make sure you have different placements for each site recommendedThe exact location of your placementshine.yahoo.com/astrologySelf.com/fitness/blogs/freshfitnesstipsWsj.com/technology/personaltechnologyExample Media PlanHave the impressions, CPM, Cost for each placementUse 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 costFor each site you are recommending, look at their online media kitUsually under advertise with us or just advertiseThis will give you a true list of the sites offerings

Do mock-ups for every site and the important placements

Take the Lombard Street ChallengeCrookedJust Got Interesting!

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MarthaStewart.com - RoadBlockExample Media PlanWhat kind of Ad Unit?Leaderboard?, sponsorship?, road block?, rich media?

Rich Media?Anything that is non-standardA standard ad unit is usually an animated gif that is no larger than 30k (now 50k is being pushed as the standard)

Rich MediaGames within BannerVideo within BannerFloating ads or over-the-page bannersSynced adsPush DownsExpandablesInformation captured or business conducted in the bannerDynamic bannersPop-Ups or Pop-UndersBanners w/tabs of different informationQuizzes or Polls within Banner

Types of Rich Media ProvidersEyeblasterPointrollEyeWonderUnicastAtlas Rich MediaInterpollsKlipmartDoubleclick Rich Media

Expandable Video in Banner

Tabs within Banner

Full Page ExpandableOther types of PlacementsRON Run of NetworkA Network is a group of many sites that are used together to build a specific target or gain reachThe CNN NetworkAll sites comprised under the CNN nameThe CondeNast NetworkAll sites/publications owned by CondeNastThe ValueClick NetworkA company that works with hundreds or thousands of websites and buys usually their remnant inventoryInventory that has not otherwise been sold by their internal sales teamExcess or unsold inventory

Other types of Placements - NetworksWhy use a network?EfficienciesSince most inventory on networks is not purchased by content but by target it is priced at a large discountNetworks are always used for Direct Response campaignsFinding your targetNetworks build targets or channels or verticals of inventory based on browsing habits, cookies, or disclosed information about a userThis information helps the network build the womens channel or the tech vertical or the fitness targetReachSince we are not using specific content on one site you can gain large reach by using a networkOther types of PlacementsROS Run of SiteOne site often sells its untargeted, unsold, non-content inventory at a discountMTV.com ROS placement can and will run anywhere within MTV.comBecause the placement can run anywhere it is discountedOften ROS can be targeted to a demographic for a slightly higher CPMMTV.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 HomepageWays to Evaluate the ProposalsUse your KPIs/Success Measures to rate your proposals Build a scorecardAssign a certain weight to each KPIExample:If Reach is most important to your campaign assign a high number to those proposals with high reachIf reaching the right target is second most important assign a lower number to compIf a sponsorship or other big ideas are important assign another number

OptimizationAll campaigns are optimizedAn evaluation of the success / failures of the campaignChanges are made mid-campaign to try to boost the performance of the campaignAd unitsAd copyAd placementswebsitesOptimization - KPIsDeliveryAre the impressions you purchased being delivered?CTR Click Through RateBased on the impressions you are delivered are you getting a good percentage of clicks?CPC Cost Per ClickBased on your rate and the inventory delivered to date, what is your cost per each click delivered?

Optimization - KPIsCPX Cost Per fill in the blankCPL Cost Per LeadCPA Cost Per AcquisitionCPS Cost Per SaleCPI Cost Per InteractionCPE Cost Per EngagementCPPV Cost Per Page Viewed

View ThroughSomeone saw your ad, DID NOT CLICK ON THE BANNER but then went directly to the site within a specified timeline and interacted on the siteMeasurementAll campaigns are served and measured through a 3rd Party Ad ServerBecause every site has a different traffic person, different requirementsBecause every site measures an impression and a click differentlyBecause there would be too many tags to be implemented in order to measure all actions within a campaignBecause a third party has nothing to gain from inflating or deflating the deliveryBecause billing on every different sites ad platform would be a logistical nightmareMeasurement3rd Party Ad ServersDART Doubleclick, now owned by GoogleAtlas Originally started by and agency Avenue A, now partnered with MicrosoftAll rich media vendors have a 3rd party server offering now and are trying to steal business away from DART and AtlasSample DART Report