Online planning buying
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Online Planning & Buying. Maura Hanley Managing Director MediaCom Canada [email protected] Where is the money going? How are decisions being made?. Where is the money going?. Source: TVB, IAB Canada. Where is the money going?. $1B 2006 Investment. $1.2B 2007 Investment.

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Online planning buying

Online Planning & Buying

Maura Hanley

Managing Director

MediaCom Canada

[email protected]


Online planning buying

Where is the money going?

How are decisions being made?


Online planning buying

Where is the money going?

Source: TVB, IAB Canada


Where is the money going

Where is the money going?

$1B 2006 Investment

$1.2B 2007 Investment

Source: IAB Canada


Online planning buying

How are decisions being made?


The media agency mandate

The Media Agency Mandate


Selection considerations

Selection Considerations

  • RATIONAL

  • INSPIRATIONAL

  • REALISTIC


Selection considerations1

Awareness

Consideration

Start Dialog

Purchase

Usage

Repurchase

Advocacy

Target

The Brand

Awareness

Selection Considerations

  • Educate or Reposition

AWARENESS

CONSIDERATION

PURCHASE

Reach & Remind

Leads or Sales


Online planning buying

Reach & Remind

% Yesterday Media Consumption

A25-54

Source: BBM RTS Fall 2008


Reach remind

Reach & Remind

Leaderboard (728x90)

Skyscraper

(120x600 & 160x600)

Big Box (300x250)


Reach remind1

Reach & Remind


Delivery

Delivery

  • Impressions

    • targeted

    • total

      • As reported by the adserver

  • Reach & frequency

    • Pre & Post target R/F: comScore

    • Post only total R/F: adserver

No R/F measurement for video!


Performance

Performance

Traditional measure apply:

Aided & unaided recall, intent to purchase

It’s not about clicks!

It may be about engagement


Online planning buying

Educate

Long copy, product demonstration, invitation to learn more

Reposition

Context, targeting, amplifying brand attributes

Where you are seen, how, and by who, may be more important than how many

CONSIDERATION


Educate or reposition

Educate or reposition


Educate or reposition1

Educate or reposition


Educate or reposition2

Educate or reposition


Delivery1

Delivery

Impressions

targeted

total

As reported by the adserver

Reach & frequency

No R/F beyond demographics


Performance1

Performance

Traditional measure apply:

Aided & unaided recall, intent to purchase

Engagement and actions

Unpaid media and buzz


Online planning buying

PURCHASE


Online planning buying

Search: the ultimate in direct response


Delivery2

Delivery

Clicks & Cost per Click

Actions & Cost per Action

Impressions & Cost per Thousand


Performance2

Performance

Optimizing to the desired action

Post click tracking

Optimized Campaign


The media agency mandate1

The Media Agency Mandate

AWARENESS

Primary research: awareness & attitudes

Server measured action: Interaction & engagement

Direct Results: leads & sales

Impressions

Clicks

CONSIDERATION

PURCHASE


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