Digital planning

From planning principle

To used resources

Digital indexes for results and efficiency analysis

Summary

Approach in digital media planning

Resources for planning and efficiency analysis

Digital indexesImpressions

Clicks

Actions

CTR%

ATR%

CPM

CPC

CPA

Total quantity of message delivery into the users browsers

Total quantity of mouse/pad clicks on delivered messages

Expected to be done actions from users, after seeing the message (Buy, Answer to a questionnaire, Register)

Click through rate (number of clicks divided on delivered impressions)

Action through rate (number of actions performed on delivered impressions)

Cost per mille (from Latin – thousands) – cost for 1 000 Impressions

Cost per click (budget divided to total clicks volume)

Cost per action (budget divided to total obtained actions)

Key used indexesImpressions Clicks CTR% CPM

The first index to show the necessary

inventory to reach the audience

Permits to estimate the

potential feedback in

sales/actions

Shows the efficiency of certain Web

Site, Message, or Campaign

Cost index, permits to

understand how much we will

pay for needed inventory

5

Approach in online media planning

What is AFF?Web site audience Audience

Base audience – All, 18-65 yearsVolume – 2 157

800

Target audience – All, 18-65 years,

UrbanVolume – 1 120 000

AFF calculation 0,55 / 0,46 = 120Target audience has a better

preference then Base audience

Media planning in actionUsed resources for web sites selection

Real web sites traffic monitoring and reach estimation

Track different target audience preference (AFF) and time spent

All Moldova traffic monitoring

Web sites potential RCH% and preference among target audience

Multimedia RCH% simulation (TV+Radio+specific web sites)

First problem – study done by interviews and per half year

Main problem – tracks only web sites in the panel

Second problem – questionnaire done only for Urban population

Media planning in actionData analysis for web sites split selection

Source: Gemius December 2012; TNS MMI 2012/2; Target Audience: 18-24

Media planning in actionHow GEMIUS can be the source of online market growth?

Source: Gemius December 2012; TNS MMI 2012/2; Target Audience: 18-24

Audience migration by web sites

decrease

increase

increase

Real time changes in users preference

In combination with post campaign reporting tool

Target group that was reached by your campaign?

Which web site brought most of your target audience?

How different target groups reacted at different banners?

9

Media planning in action

Why such deep analysis is needed?

CTR%?

Clicks?

Impressions?

Actions?

Target audience?

Message?

Marketing tasks?

How Moldova buys Internet?Purchase type depends on the type of advertising

Banner ads (Standart & Rich) Video Textual Advertising (SEM)

Pay per impressions

Rent for a period

Pay per click – only for GDN

Pay per impressions

Pay per views – only for GDN

Pay per click (CPC)

GDN: Google Display Network

Standart banner ads

Average CPM = 0,5 € – 1,00 €

Average CTR% = 0,1% - 0,5%

Pay per Impressions

How Moldova buys Internet?

Rich Media banner ads

Average CPM = 1,8 € – 2,00 €

Average CTR% = 1,0% - 5,0%

Pay per Impressions

How Moldova buys Internet?

Banner ads (GDN)

Average CPC = 0,10 € – 0,50 €

Average CTR% = 0,15% - 0,30%

Pay per click

How Moldova buys Internet?

GDN: Google Display Network

Pre-roll ads

Pay per views/ impressions

Average CPM = 5,00 € – 30,00 €

Average CTR% = 5,0% - 15,0%

How Moldova buys Internet?

Textual advertising: Paid announcements

Average CPC = 0,10 € – 0,50 €

Average CTR % = 2,00% - 5,00%

Pay per click ( Cost per click)

How Moldova buys Internet?

Impressions – 5 000 000

CTR % – 0,10%

Clicks – 5 000

CPC – 0,4 €

Impressions – 1 300 000

CTR % – 0,90%

Clicks – 11 700

CPC – 0,17 €

Impressions – 20 000 000

CTR % – 0,10%

Clicks – 20 000

CPC – 0,1 €

AWARENESS increase PREFERENCE increase SPECIAL OFFERS and SALES promotion

When to use each form of advertising?Campaign: Total Budget - 2000 €. Analyzing results:

Standard banner ad Rich Media banner Paid announcements (SEM)

In order to influence all the above indicators, it’s best to use a mix of all forms of Internet advertising

How Moldova buys Internet?

Thank you!